A multi-channel outreach project designed to create awareness of the client in their locality and drive leads for offices & coworking desks.
The challenge
To drive leads and increase occupancy of the private studios & small offices. To raise awareness of the coworking space within the local community to drive leads from users of local spaces including the café and food hall areas of the Cornerhouse building where the workspace is also located.
The strategy
To utilise a multi-channel approach that would drive awareness of the Market offering locally, build a community and network of potential customers and drive interested leads to visit the workspace. Market is based on Rye Lane in Peckham – a place that’s bursting with community, personality and charm. It is one of the best foodie spots in London and Market is home to some of these. The strategy included building on the locals love and support of local businesses and their knowledge of the food spaces & leisure facilities included in the Cornerhouse.
The campaign
This campaign required a minimum of three months to drive results and utilised PPC advertising on Google, a LinkedIn outreach campaign and a email marketing campaign to local businesses.
Market had previously worked with Google Ads but had felt the campaigns were not targeted appropriately and the CPC was too high.
They were particularly interested in working with us as opposed to a generic PPC agency because of our expertise in the sector and our deep understanding of what constitutes a strong workspace brand and the tools that drive success for our clients.
We’d recently worked with Market on a local research brief and carried out similar PPC projects for several UK-based operators with outstanding results, so Market were confident that we could deliver on the brief.
Our process
Channels: Google Ads, LinkedIn, Email
We utilised our knowledge of the local area and demand for workspaces in SE London to build a database of local businesses and key contacts to target via outreach on LinkedIn and email.
This knowledge also enabled us to build on our keyword research and create an effective campaign structure in Google Ads and write relevant and targeted ads, alongside personalised messages for sending via email & LinkedIn.
We worked with the client to identify the key personnel to be involved and to optimise their LinkedIn profile. During the campaign we supported the General Manager to ensure connection requests, messages and posting to his profile was carried out in a regular, timely and responsive manner.
The results
This campaign highlighted the challenges around tracking leads once they have moved from on platform to internal client CRM systems. To deliver a successful campaign, clients must also ensure they have the tools to track leads and outcomes and the time to manage and respond to leads. At Spaces to Places we support our clients to identify the resources and tools required and how to manage the process. We also ensure that the leads we generate are of the highest quality so that the time and effort required is worthwhile and a positive experience.
- Increase in exposure in the local business community
- Increase in online awareness of Market
- Increase in followers of the LinkedIn Company Page
- Increase in local, warm connections for the key personnel at Market
- An average of 8 -12 conversions per week for Google Ads
- A significant reduction in CPC (approximately a 50% reduction)
- Over 150 leads in six months from the LinkedIn and email campaigns
- Interest in event space to hire and meeting room availability for external clients
- Feedback on current facilities and how old and existing clients felt Market could improve their offering
- Feedback on pricing and offers available
- Willingness of local community to recommend Market to their contacts who may be looking for a new workspace
- Several individuals offered feedback on where they are currently based – providing insight / information for potential client requirements.