Steelcase: Steady Communications Pumps Sales
Challenge: Steelcase came to Peppercom to help launch the Walkstation in Steelcase's New York City showroom. Peppercom was also tasked with leading media relations efforts, including pre-pitching, securing press attendees at the event and post-pitching to continue the media momentum for this revolutionary "new way of working."
Strategy & Execution: Steelcase, working with world-renowned Dr. James Levine of the Mayo Clinic, developed a new product called the Walkstation, a height-adjustable workstation with an integrated treadmill designed to bring healthy habits to the workplace by making sedentary workers more active. To garner interest for the Walkstation, Peppercom highlighted the product's first-of-its kind nature, the research that supported its development, Dr Levine's expertise on non-exercise activity thermogenesis and Steelcase's dedication to bringing a product to market that allows users to walk slowly throughout the day and literally provide a healthier way of working.
Result: The launch of the Walkstation was a tremendous media success. Peppercom secured a BusinessWeek placement that appeared both online prior to the launch and in print. Peppercom also secured a six-minute segment on Good Morning America on launch day, where the studio was outfitted with two Walkstations that anchors were able to test on the air. More than 20 members of the media attended the press conference, and within one week of the launch, the Walkstation had generated 124 articles in such publications as the AP, BusinessWeek, Forbes.com, Time.com, The Washington Post, The New York Post and numerous national broadcast outlets including ABC, CBS and FOX. The Walkstation received excellent digital traction on blogs around the country. Sales leads and requests for information increased significantly - the strongest indicator of a successful public relations campaign. In fact, calls to Steelcase's toll-free phone number doubled the day of the launch. Outreach following the launch continued to generate awareness of the Walkstation and demonstrated that slow and steady can truly win the race.
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