Case Study: Epson

Epson is a global technology leader dedicated to connecting people, things and information with its original, efficient, compact and precision technologies. With a lineup that ranges from inkjet printers to 3LCD projectors, smart glasses to industrial robots, the company is continues to drive innovation and exceed customer expectations across printing, visual communications, wearables and robotics.

A key target audience for Epson are freelancers and they wanted to be able to demonstrate that they can help remove the loneliness of working on your own by ensuring people are connected and have access to the best facilities, regardless of where they are working.

According to the Office for National Statistics, a rapid growth in self-employment has recently been a key feature of the UK labour market. While in 2001 there were just 3.3 million people (12% of the labour force) self-employed, that figure had leaped to 4.8 million (15.1% of the labour force) by 2017 and is expected to continue to grow substantially in the coming years.

By surveying 1,000 UK freelancers, Arlington Research found that 91% worked from home at least some of the time. When asked why they had chosen to freelance or work remotely, respondents said that a better work/life balance (53%) and greater flexibility (62%) were among their main reasons. Some also said they wanted to avoid working in an office, because they found it stressful (47%).

Arlington’s research formed the basis of Epson’s 2018 PR campaign to promote its EcoTank range. The Berkeley PR team then used the results to aid their media relations and secure national coverage across many sectors. The research was also presented to bloggers and influencers at an award-winning pop-up event in London’s Covent Garden.

Key takeaways:

  • PR survey
  • Arlington Research found that 91% worked from home at least some of the time
  • When asked why they had chosen to freelance, respondents said a better work/life balance (53%) and greater flexibility (62%) were among their main reasons
  • Some also said they wanted to avoid working in an office, because they found it stressful (47%)

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