Regus Case Study
Challenge:
Regus was one of the world's largest business centre operators, providing fully serviced offices on short flexible leases as well as a range of value added specialist services. In 1998, Regus approached Kinross + Render, the UK agency for ECCO, the world's leading independent communication consultancy network, to devise, plan and manage a European public relations programme in the UK, Benelux, France and Sweden.
As well as raising awareness of its services, Regus required support in the opening of 130 centres worldwide over the following 12 months.
- To raise the profile of Regus and its offer.
- To differentiate Regus from its competitors.
- To demonstrate the benefits of using fully serviced offices.
- To generate sales enquiries.
Strategy:
Each ECCO agency conducted a short communications audit comprising a review of coverage, material available and interviews with Regus Country Managers. A PR programme was then drawn up that would maximise the opportunities to share information cross-border as well as allowing the flexibility to exploit local news.
Reporting and administration procedures were kept to a minimum and a system was set up before work began. Agencies maintained contact with Country Managers for 'on the ground' information that was communicated to K+R via the ECCO network
Tactics:
An ECCO briefing manual was produced to ensure the teams had access to information on key messages, house style and product information.
Press packs, media lists and questionnaires were created by K+R and adapted for each country by the appropriate ECCO network members.
Pan European surveys provided the collateral for news releases that could be used by all agencies to target national and vertical sector media. Topics ranged from the cost savings of using serviced offices to barriers to exporting. Centre openings, contracts and corporate stories formed the basis of more local news.
Briefings, interviews and bylined features were set up for the Executive Chairman and Country Managers, while consumer promotions and competitions continued to raise brand awareness.
Regular teleconferences allowed the agencies the opportunity to brainstorm and create PR opportunities together, maximising the variety of ideas across the European network.
Results:
Regus achieved significant economies of scale through centralised management.
Awareness of the company and its founder, Mark Dixon, was raised substantially through consistent and high quality and quantity press coverage in national media and key vertical sector press across the UK, France, Scandinavia and Benelux.
Targets for successful centre openings were met with a demanding schedule of a new centre opening on average every three days.
The programme supported Regus and its City PR consultancy in achieving a successful flotation and helped to establish Regus in its present position as the world’s leading provider of business centres.
