challenge
Move management firm GWS/JLL Synergy, a division of GWS, a moving and warehousing company, needed a new web presence and marketing materials. But before that, an important trade show was coming up. The trade show and conference is held annually by JLL, GWS’ integrated client. JLL asked trade show booth participants to provide their promotional materials prior to the show.
process
The ruef team worked closely with the senior VP of strategy & marketing of GWS and Planes Companies, as well as the vice presidents of business development at GWS/JLL Synergy. Multiple interview and discovery sessions were conducted by ruef to help form the targeted and strategic messaging, which would become the foundation of the trade show materials and other future marketing efforts.
results
We developed a number of messages, but one in particular stood out to the GWS/JLL Synergy team; LIFT: Leveraged Resources, Integrated Technology, Flexible and Experienced, Trusted Partner. This message spoke to the GWS/JLL team and their relationship to JLL. The LIFT campaign, by which it came to be known, was a hit at the trade show. The audience found the campaign mysterious and memorable. A pre-show and follow-up email campaign boosted the effort, reaching 350+ participants. ruef was able to show highly detailed metrics and data on the email campaign’s success.
