CASE STUDY: 'Knowledge Center' runner up for Best use of Email for Cushman & Wakefield
Cushman & Wakefield is the world's largest privately-held commercial real estate service firm. It has more than 15,000 employees and represents a diverse customer base ranging from small businesses to Fortune 500 companies.
The company wanted to reposition itself as a global thought leader and build stronger online relationships. It was hoped that a 'Knowledge Center' would be developed where that which was previously available, would now be restricted to registered users only. One of the key challenges of launching this was to get customers to understand the inherent value of the 'Center's' information and be willing to register to read this.
Cushman & Wakefield had identified two key audiences: journalists and existing customers. Concep helped identify three core target audiences and used its existing database to divide current and potential clients into distinct categories: investors, owners and occupiers. Cushman & Wakefield decided not to offer incentives to customers so specific teaser campaigns were created for each group, featuring tailored banner subject lines to persuade them to register.