OneSource - Product Launch

Challenge

OneSource Services, Inc., a facilities maintenance provider headquartered in Atlanta, launched a green cleaning service called GreenSweep and wanted to be regarded as a thought leader in this emerging area. OneSource did not have a significant advertising budget to support the launch, and needed to rely on strategic media relations to help position the company as a pioneer in green cleaning and an expert in Leadership in Energy and Environmental Design (LEED) certification.

Solution

In order to reach OneSource's key audiences of facilities managers responsible for selecting outsourced maintenance providers, environmentally conscious builders and environmentally concerned citizens, c21 researched, wrote and distributed a variety of by-lined articles covering topics related to the environmental impact of cleaning products and highlighting the benefits of green cleaning. c21 began pitching and placing articles following the rollout of GreenSweep.

Topics included cost-benefit analysis of green cleaning methods, the impact of states' environmentally friendly cleaning laws, and the relationship between LEED certification and cleaning products and processes.

The completed articles were pitched to media outlets that cover the facilities services industry or — depending on the topic — vertical market media publications that reach the targeted client industry. In instances where OneSource desired coverage in a specific media outlet, an article was offered as an exclusive.

Results

Editorial placements of by-lined articles were secured in a variety of OneSource's key media targets, including trade journals Cleaning Maintenance & Management and Building Services Management and vertical media outlets such as American School & University and REM: Real Estate Management magazine. To purchase equivalent advertising space, OneSource would have spent nearly $60,000. The articles also were repurposed by OneSource's regional offices for placement in local business journals and regional trade publications.