


The Client
FWI is the leading enterprise software company transforming customer and employee experiences with omni-channel corporate communications, office space optimization, and digital signage applications. Over 6,000 customers rely on FWI to power applications used by millions of people per year including retail marketing, employee communications, room and desk management, conference and event management, flight information displays, campus communications, emergency messaging, and more.
The Challenge
In 2021, as the world began to approach a return to the office, but COVID was still a great unknown, FWI had the perfect product to streamline and optimize return to work.
This product wasn't just a seat saver, it was a robust tool that paired strategic company-wide communication, make channels available to all employees and increased messaging visibility, integrate and align messaging—with an ability to personalize messaging as needed, and measure and optimize communication efforts.
The Strategy
The marketing strategy focused on achieving three interconnected goals to drive impact within the target account list (TAL). First, it sought to reach, educate, and engage the TAL by establishing awareness and building initial connections. Simultaneously, the campaign tested and refined messaging pillars to identify the most effective ways to engage key personas and industries within the TAL. Lastly, it incorporated an initial sales outreach approach, targeting priority accounts using existing sales cadences to create a seamless handoff between marketing and sales. By aligning these goals, the strategy built a foundation for future scalability, enabling tailored engagement while generating early insights to optimize outreach.
The marketing strategy focused on achieving three interconnected goals to drive impact within the target account list (TAL). First, it sought to reach, educate, and engage the TAL by establishing awareness and building initial connections. Simultaneously, the campaign tested and refined messaging pillars to identify the most effective ways to engage key personas and industries within the TAL. Lastly, it incorporated an initial sales outreach approach, targeting priority accounts using existing sales cadences to create a seamless handoff between marketing and sales. By aligning these goals, the strategy built a foundation for future scalability, enabling tailored engagement while generating early insights to optimize outreach.
The Strategy

The Creative
At the time, there was a bigger resistance for a full return to the office, and the client wanted a results very quickly, so the creative campaign had to stand out in a big way, quickly demonstrate value, ensure safety was addressed, and lighten the mood around the topic.
"The Office Misses You," revolved around the idea that your office, and its staples (chairs, lights, etc.) missed you. These inanimate objects would write love letters to employees on big yellow post-its to communicate the sentiment. For instance,
"I miss your touch," –The Office Copier





The Results
The company only ran the campaign for a month, due to a merger that had been in the works behind the scenes (unbeknownst to the marketing staff), and a shift in product focus after the merger.
However, in that month, the LinkedIn campaign brought in several million in pipeline.



Client: FWI
My Role: ACD, Writer
Art Director: Marwan S.
ECD: Jamie C.