JLL’s multi-channel campaign around return to the workplace garners reach of 48 million
It offered used numerous media to deliver beneficial content to companies, and its campaign has won the B2B Services Campaign category of PR Daily’s 2020 Content Marketing Awards.
At a time when many organizations’ workspaces are empty, JLL wants to ensure company’s physical offices are ready for employees when they return.
Its (re)entry campaign aimed to address three major issues related to the workplace and what it would look like when employees are back in the office: (re)activating space, (re)specting health and wellness and (re)vitalizing property and workplace operations.
Among key components of the multi-channel, multi-faceted campaign were a unique visual identity, a style guide, weekly toolkits for the sales team to use to aid individual client discussions, a (re)entry guidebook and (re)roadmaps.
JLL also executed 10 webinars on relevant COVID-19 topics over a three-month span, created more than 45 articles about the pandemic’s impact and hosted a recurring podcast.
To increase awareness, emails were sent, organic and paid social media tactics were deployed, pitches and press releases were distributed and all pages were optimized for SEO.
Fifteen total emails were sent and received a 30% unique open rate. Its 10 webinars earned nearly 31,000 registrations. PR efforts garnered a reach of 48 million, with its top hit being CNBC.
Its LinkedIn ad campaign led to 1,335 page visits, 111 guidebook downloads and a conversion rate of more than 9%. Its paid search efforts earned more than 3,000 page visits, with the average time spent on the site at nearly three-and-a-half minutes and 189 downloads.
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