Challenge

In November 2016, Industrious had opened their first location just a month earlier in Los Angeles. While the space was beautiful with prime placement in Downtown, the brand was new to the west coast and didn’t have the name recognition with local businesses. The company had a healthy ad spend, but was targeting groups on the west side of town that likely wouldn’t commute into Downtown as there were plenty of co-working options closer to home. Without a targeted message to the right audience, and a competitive edge, the location would struggle to outpace competitors in paid media.

Opportunity

Industrious had already noticed an untapped market for businesses who were looking for a different kind of co-working experience from the local WeWork or Cross Campus. The positioning of hospitality-meets-coworking was appealing to established small businesses and entrepreneurs who felt out of place in other spaces. We focused our attention locally on this niche to drive brand recognition.

Solution

With a clear strategy in place, we determined the most effective use of our brand marketing service would include introductions to local entrepreneur-focused groups to host programming and events in the new Downtown space. The offer provided value to the group looking for space for their events, and drove foot traffic into the space, followed by a special promotion offer for attendees to return to the space for a free day of coworking after the event. 

In support of this strategy, we researched the best organizations and forwarded them on to the local team to reach out. We guided the local team on the use of tools like Textiful to streamline new-to-file prospects into their email pipeline, as well as a content strategy for a nurture campaign that reinforced the emotional and functional values of working out of Industrious verses other co-working spaces. We also worked with the ads manager to focus on areas where potential customers might be more likely to commute to Downtown - such as Glendale, Pasadena, and Highland Park.

Results

In combination with Facebook and Google Ads, our efforts helped bring the space from 20% capacity to 80% full capacity for their Downtown location.  Industrious also maintained a similar strategy and partnerships to build their newest locations in West Hollywood, Century City, and Glendale. The brand is widely recognized today by their key demographic, a contender for their competitors - namely WeWork and Cross Campus, and expanding their local footprint to additional areas.