Enhancing Visibility and Attractiveness of Our Co-working Space for International and Local Communities

Desired outcome

Dialogue Place is a vibrant coworking space spread across three floors, featuring 28 eco-friendly workstations in open areas and dedicated rooms. Accessible via flexible membership plans, our co-workers can choose from a variety of hourly packages to use in a day, a week, two weeks, or a month, with the option for unlimited access. The space is perfect not only for individual work but also for hosting meetings, trainings, and events. We also offer a beautiful terrace with relaxing views, plus a fully-equipped kitchen where our co-workers can enjoy coffee, tea, and snacks at their convenience.

Initial Problem Description

The main issue is the under-utilization of the co-working space, especially in attracting foreign professionals and local Neapolitans. Despite an increase in users and events, the majority only use the space momentarily. The goal is to create a good marketing campaign that attracts a more diverse and engaged audience and increases our visibility.

Context

The challenge is set in the context of promoting a co-working space that caters to digital nomads, smart workers, tourists, and local professionals in Naples. Despite the recent growth in users and events, there's still a need to build a more stable community of regular users. Key trends to consider include the rise of remote work, the digital nomad lifestyle, and the increasing demand for flexible workspaces.

Connection to cross-cutting areas

The challenge aligns with Industry 4.0 and digitalization by promoting the space as a hub for smart workers and digital nomads, utilizing digital marketing strategies to reach the target audience.
It could also connect to general sustainability by highlighting the space's role in reducing carbon footprints through shared resources and workspaces.

Input

Key data and trends to inform the campaign include:

- Growth Metrics: Between 2022 and 2023, the co-working space saw a significant increase, with 103 new co-workers and 14 additional events.
- User Profiles: The majority of users are digital nomads, smart workers, and tourists, indicating a transient and flexible work-oriented customer base.
- Demographics: The primary age groups are 20-30 (46.9%) and 31-40 (44.3%). The space is predominantly used by men (59.1%).
- Nationality Distribution: The space attracts a largely international audience (71% foreigners and 29% Italians), highlighting its appeal to a global community.
- Usage Patterns: Most users (78.2%) come for momentary use, purchasing only a single pack, suggesting an opportunity to increase retention and encourage longer-term memberships.
- Discovery Channels: A substantial 61.5% of users found the co-working space through internet searches, underscoring the importance of a strong online presence and digital marketing strategies.
These insights should provide a foundation for understanding current customer behaviors and preferences, offering a basis for crafting a targeted campaign that appeals to both local and international audiences, but extra information will be provided to the selected group.

Expectations

The expectation is for the team to design a comprehensive marketing campaign that effectively increases the presence and visibility of our co-working space among foreigners and local Neapolitans, leveraging trend analysis, customer insights, and digital marketing strategies. This campaign should leverage digital channels, community-building activities, and strategies that showcase the space's unique benefits.

Desired Team Profile

The ideal team would have:
- Strong expertise in Digital Marketing, Market Analysis, and Consumer Behavior
- Skills in Communications and Branding
- Experience or knowledge in sustainability practices or ethical marketing
- Including Italian-speaking team members or those familiar with the local culture would be advantageous.

Additional Information

The competitive situation includes a growing number of co-working spaces in Naples, yet there’s a unique opportunity to stand out by targeting a diverse, international audience. The campaign should highlight the space's strengths, such as its central location, facilities, and community-focused environment.

Related Keywords

• Digitalization
• Communications
• Other