Case Study: Three Targeted Campaigns for a Workplace Design Firm
In short: A Quebec workplace design firm wanted to generate business opportunities without relying only on word of mouth. SPAK built and runs three separate prospecting campaigns, each based on a specific buying trigger. They now run continuously and feed the firm's pipeline every week.
The challenge
The firm designs offices and commercial spaces in Canada and mainly in the United States. Its market is tight-knit: projects come from relationships and specific moments in a company's life. Random prospecting does not work.
Our approach
Instead of one large generic campaign, we isolated three moments when a company genuinely needs to rethink its spaces:
Employers recognized for their workplace. Companies with 100 to 999 employees that invest in employee experience, with two contacts per company: leadership and human resources.
Real estate developers and owners. Owners of office, retail and industrial buildings who need to make their spaces attractive to tenants.
Companies setting up or relocating. Weekly monitoring of public signals (new locations, expansions, relocations) makes it possible to reach these companies at the right time.
For each campaign: a prioritized list, messages tailored to the trigger, follow-ups spread over six weeks and CRM tracking. SPAK also prepares an activity report before each weekly meeting and supports the team at trade shows in the United States.
Results
All three campaigns are active on an ongoing basis. Every week, the team receives an activity report, qualified meetings and a watch list of companies on the move, and SPAK supports the firm at its U.S. trade shows. Word of mouth is still there, but it is no longer the only source of business opportunities.
Key takeaways
A clear buying trigger beats a large generic list.
Each segment deserves its own message.
Consistent follow-up (weekly report, up-to-date CRM) makes the difference over time.
SPAK helps companies win clients in Quebec and Canada: market validation, B2B prospecting and sales structuring. Book a free consultation.
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