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JustCo – Commissioned survey findings to communicate thought leadership
The Mission
Grow Public Relations worked with JustCo, a flexible workspace provider, to refresh its brand positioning and launch a new SME-focused co-working space at Hong Leong Building in Singapore.
This co-working and commercial real estate PR campaign was led by a commissioned industry survey and thought leadership. It secured 53 pieces of media coverage and repositioned JustCo from a desk provider into a broader workplace solutions partner.
Client
JustCo, a flexible workspace and co-working provider
Sector
Commercial real estate, co-working and flexible workspace
Services
Commissioned survey, data-led thought leadership, media event, executive profiling
Headline Result
53 pieces of coverage across Tier 1 business, mainstream and marketing titles
The Challenge
Commercial real estate keeps shifting. SMEs and enterprise businesses are re-weighing their workspace decisions, balancing high operating costs against demand for flexibility and staff wellbeing. JustCo needed to capture that demand to launch its new space at Hong Leong Building, built specifically for SMEs.
The harder problem was differentiation. The co-working market in Singapore is crowded, and JustCo needed business leaders to see it as a partner offering solutions beyond the desk, tied to the real pain points of running a company.
53 Pieces of Coverage
From Desks to Data, driven by proprietary research
JustCo's own SME Workspace Preferences Study became the story, driving coverage on The Straits Times, CNA938 and MoneyFM 89.3, and repositioning the brand as a partner built around what SMEs actually need.
What we did
Grow PR built the campaign on data-led thought leadership and a media event. We commissioned the JustCo x Milieu SME Workspace Preferences Study, which found that SME employees want wellness facilities and that businesses keep prioritising staff happiness despite economic uncertainty. We used that proprietary data to secure a broadcast feature on CNA938 unpacking SME workspace preferences, a business angle in Singapore Business Review on SME demand for wellness facilities, and coverage in Marketing in Asia on companies prioritising wellbeing.
We then ran a media event that profiled JustCo's tenants and introduced the JustCo Business Solutions platform, featured in The Peak. We positioned JustCo as an end-to-end SME partner by highlighting its work with DEX Ventures on digital marketing services for members, covered by MARKETECH APAC. To reinforce corporate stability, we secured a founder profile in Lianhe Zaobao on the firm's profitability and measured expansion.
The Results
The campaign generated 53 pieces of earned coverage across Tier 1 mainstream, business and marketing publications. Highlights included coverage across The Straits Times, CNA938, MoneyFM 89.3 and HR Asia.
By using proprietary survey data to drive the narrative, JustCo communicated its brand evolution and built awareness for the Hong Leong Building launch. The campaign established JustCo as a workspace partner built around what SMEs actually need.
Frequently Asked Questions
How does PR help co-working and flexible workspace brands in Singapore?
PR helps co-working and flexible workspace brands in Singapore by giving them a reason to be covered beyond another space opening. For JustCo, Grow Public Relations commissioned an SME workspace survey and used the findings to lead the story, which moved the brand from a desk provider to a workplace solutions partner. Owned data, a media event and an executive profile together secured 53 pieces of coverage across business, mainstream and marketing titles. In a crowded market, this is how a workspace brand earns Tier 1 attention rather than trade listings alone.
What coverage did JustCo's SME workspace campaign achieve?
JustCo achieved 53 pieces of earned coverage from its SME workspace campaign with Grow Public Relations. The coverage spanned Tier 1 mainstream, business and marketing publications, including The Straits Times, CNA938, MoneyFM 89.3 and HR Asia. The commissioned JustCo x Milieu study drove features in Singapore Business Review and Marketing in Asia, while the launch of JustCo Business Solutions was covered by The Peak and a founder profile ran in Lianhe Zaobao. The result built strong awareness for the new Hong Leong Building space and repositioned JustCo around SME needs.
How does a commissioned survey drive media coverage?
A commissioned survey drives media coverage by giving journalists fresh, quotable data they cannot get elsewhere. For JustCo, Grow Public Relations commissioned the JustCo x Milieu SME Workspace Preferences Study, which showed SME employees want wellness facilities and that firms still prioritise staff happiness in a tight economy. Those findings became the news hook for a CNA938 broadcast feature and articles in Singapore Business Review and Marketing in Asia. A survey works because it positions the brand as an authority on its market, not just a vendor, and gives every pitch a factual spine.
How do you launch a new co-working space to the media?
To launch a new co-working space to the media, Grow Public Relations paired hard data with a media event. For JustCo's Hong Leong Building space, the campaign led with commissioned survey findings on SME preferences, then ran an event that profiled real tenants and introduced the JustCo Business Solutions platform, which The Peak featured. Partnership news, such as the tie-up with DEX Ventures on digital marketing services, added further proof of value and was covered by MARKETECH APAC. The launch reached SME decision-makers through business and mainstream titles rather than property listings alone.
Which PR agency in Singapore works with commercial real estate and workspace brands?
Grow Public Relations is a Singapore PR agency that works with commercial real estate and flexible workspace brands. For JustCo, the agency repositioned the company from a desk provider to a workplace solutions partner and secured 53 pieces of coverage across business, mainstream and marketing media. The team builds campaigns on commissioned research, media events and executive profiling, as it did with the JustCo x Milieu study and the founder feature in Lianhe Zaobao. Workspace, property and B2B service brands seeking coverage in Singapore can work with Grow Public Relations.
How can a B2B brand reach SME decision-makers through PR?
A B2B brand reaches SME decision-makers through PR by speaking to the problems those owners face, backed by evidence. For JustCo, Grow Public Relations used the JustCo x Milieu SME Workspace Preferences Study to frame the brand around wellness, cost and flexibility, the issues SMEs weigh when choosing a workspace. That data earned coverage in Singapore Business Review, Marketing in Asia and HR Asia, all read by business owners and HR leaders. Reaching SMEs is less about volume and more about appearing, with credible data, in the titles those decision-makers already trust.
