MARKETING
marketing campaign development
Steelcase Financial Services is the only captive finance company in the office furniture industry. For Steelcase, it's a key selling point, especially for small to mid-market customers.
When the pandemic reduced internal resources in 2020, I stepped in to provide assistance in developing a marketing plan for the 2021 fiscal year.
With direction from the team's director and key stakeholders, I led the design of new materials, the onboarding of the sales team to the new story, and assisted in the implementation of several tactics.
The multi-channel marketing plan included several tactics, such as:
- New selling tools
- Updated website
- Qualtrics customer feedback tool
- Sales newsletter
- Video testimonials
The campaign was built around the message "Re-imagine your space, and how to pay for it". This statement connected back to the core Steelcase selling strategy, with the added element of reimagining the funding of a project.
I altered the message slightly in some of the materials, like this newsletter sent to Steelcase dealers via Hubspot. This part of the campaign highlighted a subset of products not previously available for financing, and available with very fast leadtimes.