3. axis space is:
a community of people who
don’t work for each other but
who decide to work together
under the same roof to be
more successful
vanessa vela
4. problem
consumers are unaware axis
space and coworking exist business goal
25/cent occupancy 1 month
after opening = 75 members
goal by may 2013
drive x people to the axis space site how can i translate that to a
to find out more about the service communications goal?
by may 2013
strategy
?
solution
?
vanessa vela
5. goal
drive x people to the axis space
site to find out more about the
service by may 2013
vanessa vela
6. goal to strategy
how can we drive x people to the
axis space site to discover the
service by may 2013?
vanessa vela
9. q1>solution
Use google ad planner and
facebook analytics to get an idea
of who is leasing office space and
who is working from home
vanessa vela
10. insight 1
Most popular
age 25-34 year
olds
insight 2
Females are
more likely to
visit these sites
vanessa vela
11. insight 1
Business tips
and Twitter
jump out
content and
platform-wise
vanessa vela
12. insight 1
most popular
age 25-34 year
olds
insight 2
Look into most
engaging posts,
to find out what
is working
insight 3
Avg. size of
communities is
820 for the 5
that are
coworkings
(Regus is not)
vanessa vela
13. q2 > consumer
what are the
consumption habits
of consumers?W
vanessa vela
15. insight 1
Highest peaks
are in January.
New Years
Resolutions?
insight 2
insight 3 Higher search
Florida in Top 5 of home office
for Regional makes me think
interest there is a lot of
potential in
people working
from home
vanessa vela
17. q3>solution
use compete to see unique visitors
competitors sites. Use mixrank to
find out what competitors are
doing as far as ads.
vanessa vela
18. insight 1
Other
coworkings got
a high of 3k
unique visitors/
month
vanessa vela
19. insight 1
Only coworking
that showed on
Mixrank. They
were opening a
new location
this year. Grind
is opening new
location in
Chicago but
they did not
show up in
search.
vanessa vela
20. q4 > competitors
what benefits does the
product have that would
interest consumers and
how are they
communicating it?
vanessa vela
21. q4>solution
Use mixrank, topsy and social
mention, to find out how
competitors and others are
communicating to describe
coworking.
vanessa vela
22. insight 1
Language:
Wework does
not refer to
themselves as
coworking, it is
not a popular
concept. Work
space and
offices is what
they use.
Everybody
knows what
they are.
vanessa vela
23. insight 1
The majority of articles
that mention coworking
talk about the benefits of
coworking
insight 2 insight 3
Most social Weekdays
mentions are seems to be the
overwhelmingly most active...
neutral. Take advantage
of downtime to
avoid the
“noise”
vanessa vela
24. insights
25 -34 year olds
social media active and interested in business tips
community building for coworking does not seem to be focused on size
high potential in showing value of coworking to those working from home and
leasing offices
beginning of year is great timing to introduce people to service and coworking
avoid the “coworking” word, communicate with words that are understandable to
everyone, like “work space”
focus on communicating the value of coworking in simple wording
not too much data on coworking or competitors on digital; either competitors are
going through different avenues or there is space for development
vanessa vela
25. strategy
emphasize the the novelty & the value
that axis space will bring: in words
understandable to anyone
novelty & value as easy as 1+1
vanessa vela
26. problem
consumers are unaware axis
space and coworking exist business goal
25/cent occupancy 1 month
after opening = 75 members
goal by may 2013
drive x people to the axis space site how can i translate that to a
to find out more about the service communications goal?
by may 2013
strategy
novelty & value as
easy as 1+1
solution
?
vanessa vela
27. tactical insight
social offers a great way
to do storytelling and there
isn’t much competition in
social for coworking.
vanessa vela
28. tactics
main 2 values in coworking: people & workspace
people: “you have a spark. let’s make fire #socialcreature” campaign
share testimonies of people who are already in coworking and who have
good things to say about the community and social aspect of coworking
(goodcoworking.com)
workspace: “workspace, work for me #pleasemysenses” campaign
incentivize people to share their working environment; colors,
sunlight, view, gadgets and share where they would like to work from
credibility
share the story of other coworikings which are successes
vanessa vela
