AV Innovator Has Stellar Public Relations Experience
Diversified is a global leader in audiovisual and media innovation. It designs and builds the world’s most experiential environments for clients across major media organizations and retailers, sports and live performance venues, government agencies and corporate enterprises.
Its Emmy Award-winning team delivers solutions for the most complex, large-scale and immersive installations to create spaces that bring people together and keep them coming back.
Challenge
In the wake of COVID-19, it appeared that demand for office space and solutions was unlikely to reach its previous peaks, given the rise of hybrid arrangements and work-from-anywhere policies. That left commercial offices and other shared spaces in need of reimagining.
Although the client was an award-winning, billion-dollar player with many well-known customers, it existed in a fiercely competitive market and wanted to increase its visibility among a field of larger, often louder competitors. With commercial real estate beginning to rebound from the shift to remote work, more people ready to go out into the world and changing user expectations, it was the ideal time to increase the client’s visibility and awareness in the market.
Strategy
Our B2B PR strategy – spanning media relations, including newsjacking, thought leadership content creation and placement, and awards – centered on positioning the client as the premier digital solutions provider for organizations undergoing and in need of transformative change.
In our media outreach for the client’s B2B PR campaign, our PR firm talked about the sweeping shifts in industry dynamics, populations and talent pools, and changing consumer and enterprise end-user expectations. We also showcased the client’s ability to modernize outdated IT infrastructure and enable flexibility through cutting-edge technology and innovation.
In addition to focusing on workspace transformation, we shared artful stories about how the client uses technology to enable immersive experiences. We amplified its leadership in the sports industry, promoting the client’s newly completed projects with professional sports organizations, such as Monumental Sports, the Seattle Mariners and the San Francisco Giants, and positioning the client as a thought leader on trending topics like the Super Bowl, the Olympics, professional league playoffs and other important events and meaningful sports moments. Bospar’s PR professionals also secured stories for the client’s news around big events, such as the NAB Show. Our PR experts got the word out about the client’s new headquarters in Dallas. At the same time, we collaborated with the CEO, chief commercial officer and other leaders on contributed content.
Campaign Results
The public relations effort has been a success. In 2024, the client topped its competitors in share of voice, commanding 29.5% of market share. That was up from 10% at the beginning of 2024, and the media hits stemming from Bospar’s PR strategy and media outreach keep on coming.
Here’s a small sampling of the media coverage Bospar has secured for this client:
- AV Magazine
- AVTechnology Magazine
- Commercial Integrator
- Dallas Business Journal (by journalist Noor Adatia)
- Dallas Morning News (by reporter Brian Womack)
- Digital Signage Today
- Forbes
- HR TechCube
- Mergermarket (by Rachel Stone)
- MSN (by Janet Miranda)
- My San Antonio Express (by senior trending reporter Priscilla Aguirre)
- SVG
- The Blast
- TVNewCheck (by veteran journalist Mark K. Miller)
- WAGERS
“We partnered with Bospar to elevate our voice, and the results speak for themselves. Growing from 10% to nearly 30% share of voice in under a year isn’t just a win, it’s a signal that our story is resonating. The media momentum they’ve helped us build isn’t slowing down, and neither are we.”
— Jesse Humphrey, Senior Vice President, Marketing, Diversified
