Georgia-Pacific Professional, looking to position itself as more than just a “hand washing” company, sought to prove itself deeply in tune with its customer’s challenges.
One of its largest segment opportunities is class-A property managers for office buildings, and in promoting its “Office Building of the Future” positioning, I conceived the idea to step into that future at the Building Owners and Managers Association conference.
We curated the property manager journey with GP Pro to elevate washrooms from afterthought to essential, inspire a new vision for how to evolve washrooms in a densified world and expand perception of the value GP Pro can provide through insights into trends and changes just around the corner.
The concept of “My World. My Story.” was tailored to invite BOMA registration and a customized experience through a video direct mail piece intended to land in the hands of customers and cut through the noise of the digital inbox.
Customers registered for a GP Pro Pro Pass, an RFID enabled key card that could serve as their personalized name badge at the conference.
Each customer would encounter unique messaging through a personal concierge experience triggered on installed video walls by their Pro Pass that was directly linked to their profile, position and property.
A follow-up email would resume the conversation after the conference.