Appspace

The only unified workplace platform that bridges the digital and physical workplaces
The only one-stop-shop for any workplace - from the frontline to corporate office to home office

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Due to our initial collaboration with Appspace only being 3 months, we had to act fast in order to achieve results. We kicked off the collaboration with an in-depth competitor analysis on the global English market, allowing us to find press opportunities for Appspace. We also greatly utilized the media list that was provided by Appspace, noting their top tier outlets to cover.

A big part of our strategy and planning was to analyze upcoming and current happenings, surrounding hybrid-office spaces and the new found enjoyment of remote working. These formed the opportunity for us to create relevant stories (mentioning the benefits of Appspace’s all-in-one office management platform) that sparked the interest of the media and journalists.

Though the main focus centered around establishing brand awareness for Appspace, newsjacking and commenting opportunities were pursued to share Appspace’s industry knowledge as an office management tool.

Moreover, content was written from the perspective that Appspace is an innovator in workplace software. Appspace’s unique approach to both software and employee experience sets it apart from other companies in the industry. The hybrid workplace is also something which will only gain traction in the future, and this provides the opportunity to involve Appspace in thought-leadership commentary.

To execute this, both software specific media and media which focuses on employee experience and workplace productivity was targeted. This is an angle which many other competitors can’t tap into due to the fact that they lack the variety of features that Appspace offers.

Within the first week of collaboration, a media list was generated, targeting trade magazines - primarily focusing on tech and business. Next to this, top tier media outlets were specified to get coverage among tier 1 news outlets.

The most lucrative target audience was also specified, to ensure the correct key message is shared with the right audience.

Target Audience
Appspace’s broader target audience, demographically speaking, is based in the US. PR efforts had to reach all the relevant decision makers - meaning company founders, owners, facilities departments, IT departments and HR departments. Their shared core trait is optimizing processes, workflows and the seamless integration of software supporting the turn to WFH.

Based on the target audience, the following vertical subdivisions were created for the media outreach:

- National publications - print & online
- Publications covering HR trends and news
- Publications covering tech and IT related news
- Publications covering successful startups / scale-ups
- Publications covering Internal Communications, Corporate IT, & Corporate Real Estate
- Podcasts, radio, and tv outlets

Which key message will be communicated to the media?
Appspace offers a one-step solution to employee communication and workplace management which streamlines the internal management process.