Birchwood Park: building the Office of the Future

Birchwood Park: building the Office of the Future
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Case study · Property

Birchwood Park wanted to be seen as a thought leader on innovative, wellbeing-focused workspaces. We produced an in-depth Office of the Future whitepaper, backed by research and expert partners, and supported it with PR and social. It was downloaded 600 times, and website traffic grew 11.3% year on year, the biggest increase in the park’s history.

  • 600 whitepaper downloads
  • 127K people reached
  • +11.3% website traffic, year on year
  • #1 largest traffic rise in the brand’s history
An illustration of the Office of the Future concept for Birchwood Park
  • Client Birchwood Park
  • Sector Commercial property
  • Services Thought leadership, research, content, PR, social
  • Audience Business leaders and prospective occupiers
  • Channels Whitepaper, business and property media, social

What did Birchwood Park need?

Birchwood Park wanted to raise awareness and be seen as a thought leader on innovative office space and wellbeing-focused office culture.

  • Business objective: attract occupiers by showing the park understands the future of work.
  • Communication objective: position Birchwood Park as a thought leader on the office of the future through research-led content, PR and social.

What was the insight?

After the pandemic, every business was asking what the office is for. A clear, research-backed answer is worth reading, and sharing.

The idea was the Office of the Future.

What did we do?

  • Research and expert partners. We gathered research and worked with experts to build a picture of the office of the future.
  • An in-depth whitepaper. We wrote and designed the report.
  • PR and social. We took the findings to business and property media and across social.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs People reached 127K Prohibition campaign reporting
Outcomes Whitepaper downloads 600 Birchwood Park web analytics
Outcomes Website traffic, year on year +11.3% Birchwood Park web analytics
Impact Largest website traffic increase in brand history Yes Birchwood Park

What did Birchwood Park get from it?

A reputation for thinking about the future of work, and the biggest rise in website traffic in the park’s history.

What did we learn?

  • Answer the question everyone is asking. Timing made the whitepaper relevant.
  • Gate the value. Downloads gave the park a list of interested businesses.
  • What we would do differently. follow up downloads with nurture emails and track enquiries from them.