Inspiration at work
Complete PR was tasked with creating excitement for the announcement of Serendipity Labs coming to Greenville. Serendipity Labs is a high-end coworking space concept that already is in numerous major markets including New York, Atlanta and Dallas. Greenville is the first market in South Carolina. It will be located at the former Plush Mill site on Old Easley Bridge Road in Greenville. Renovations for the site have been on-going and attracted media attention, which made our job a little more difficult. We had to keep the Serendipity Labs name out of the local media until they company was ready to announce. However, the media was asking questions. The first thing we did was get the media who had learned it was Serendipity Labs to embargo their story with the promise they could break it locally. We then created a press release, a fact sheet and put together renderings of the building into a media kit. We got everything reviewed by the Serendipity Labs PR team. We were ready to announce. Their expectation, based on announcements in other markets, was two or three short stories. We gave them 10 stories including a front page article in the Greenville News, a large feature in the Upstate Business Journal, a spot on WYFF and then stories in GVL Today, GSA Business, Greenville Magazine, Upstate Clutch, Fete and more.