Retailers Brace for Election Storm

Challenge + Strategy

Mission North has been working with ServiceChannel for over two years to establish and build out the media profile of both the organization and its leadership team, particularly CEO Tom Buiocchi. The challenge was to transform facilities management from an overlooked cost center to a critical piece of economic infrastructure. ServiceChannel acts as the nerve center for the physical stores of brands, like CVS Health and Trader Joe’s, and its platform includes a treasure trove of data about what is happening in the physical world. We knew this data was the key to elevating ServiceChannel’s brand, and the challenge was finding the surprising, useful and revealing stories buried in that data. 

In September, as the presidential election neared, three of ServiceChannel’s Fortune 50 retailer customers started voicing concerns about the potential for civil unrest and planned to board up their stores to avoid a repeat of the property damage incurred during the racial justice protests in the summer. 

Mission North reached out to a targeted group of top tier retail reporters, bringing the issue to their attention by leaning on ServiceChannel’s customer anecdotes and platform data. With most brands unwilling to comment publicly on their Election Day preparations beyond canned statements, we positioned ServiceChannel’s CEO, Tom Buiocchi, as a primary source, given his role helping customers navigate the situation and his team’s visibility to the platform data and trends that were shaping the narrative. To round out the story, we offered interviews with contractors who were fulfilling requests to board up stores, who provided colorful commentary and details. 

Execution + Results

The campaign resulted in a national trend story covered in most major news outlets including a front page spread in The New York Times highlighting the work of ServiceChannel contractor Shane Fernett, and in The New Yorker describing the CEO as  “an important figure." 

Coverage highlights include AP, NBC News, Bloomberg, CNN, NBC Broadcast, Business Insider, Quartz, WSJ and Forbes. Every reporter ServiceChannel’s CEO spoke with wrote an article, validating ServiceChannel’s critical role in this moment.  

Throughout the campaign, Mission North successfully positioned ServiceChannel as a key and trusted data source for mainstream media at a time when brands were waking up to the crucial role their facilities management vendors play during times of disruption. 

 

ServiceChannel is an online facilities management platform that thousands of global retail, restaurant, grocery and other major brands use to manage the repair and maintenance of their physical stores. These brands trust ServiceChannel to source contractors for maintenance, track their physical assets and warranties, and gain critical data insights to improve their crucial facilities management operation.

ServiceChannel is an online facilities management platform that thousands of global retail, restaurant, grocery and other major brands use to manage the repair and maintenance of their physical stores. These brands trust ServiceChannel to source contractors for maintenance, track their physical assets and warranties, and gain critical data insights to improve their crucial facilities management operation.

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