The way companies work is changing. The old model of outdoing the competition is slowly moving aside in favor of a more collaborative model. And this is where coworking comes in.
Co-working is the concept of having multiple companies operate and intermingle in a shared workspace. The two biggest advantages for a company include:
- Plug and play resources. Everything from electricity, 24/7 access and Wi-Fi to and bottomless coffee.
- Career building events from reputed speakers and a common environment to rub shoulders with established companies.
- Other motivated companies that could fill in service gaps.
Why they Called Boost Metrics Up
HomeTree called up Boost Metrics looking for Brand visibility. They wanted to be known around Colombo – but they wanted to be known around Colombo as the only co-working space that was about mindfulness, personal as well as career growth and collaboration over competition.
“Zig when everyone Zags”. One of the most distilled pieces of wisdom from Marty Neumeier, legendary brand consultant and strategist. HomeTree wanted to establish a brand that was not only unique, but counter-cultural. And we were only too happy to help.
We wanted HomeTree to pass the “Swap Test” – which is a branding test that helps test whether your brand’s voice is truly unique.
While a lot of agencies take the client brief and run with it, we have learned that discussing the client’s business goal, understanding why they came to us and verifying their business assumptions have resulted in a much more accurate and useful end solution.
Our standard procedure for developing a branding strategy with clients is as follows:
- Receive the client requirement.
- Run a comprehensive competitor analysis.
- Run an online competitor audit.
- Identify unmet target audience needs.
- Collaboratively develop a content strategy based on the above information.
What makes HomeTree Unique?
Hometree co-working is a special breed co-working space based out of Colombo Sri Lanka. The founders Semal and Amaranath talked about their trek through the redwood forests of America as the spark that compelled them to create a more collaborative coworking space that valued people over profit.
This is a unique brand position for Asia, and one-of-a-kind for Sri Lanka. As such, the first thing we wanted to know was how other co-working spaces were operating locally and internationally.
Our Strategic Pillars
After completing the aforementioned stages, we found ourselves in a strong position to put together a strategy for HomeTree. One that would help them strongly establish their unique voice.
After much deliberation, discussion and prioritization exercises we decided to focus on the following pillars first.
- Consistently communicate using a very friendly and approachable voice.
- Use events as the main brand-awareness-building tool, bringing in foot traffic to engage and energize the community. .
- Use videos as the prime promotion tool.
- Use video and motion posters for event signup lead generation.
- Promote the office and event spaces.
Instagram Celebrity and Talented Dance Instructor, Tarja Desilva, running a social dancing workshop at HomeTree
The co-working events were the main way in which HomeTree brought in constant foot traffic. They provided a great opportunity for photography, video and even event audio recordings to be used later.
These events were key because, despite all the content we were putting out, nothing would really capture what it was like to engage with this unique community.
And these events got people into the building, helping spread the word.
The video ads proved to be the most engaging and creatively encouraging medium to work with. HomeTrees brand is very friendly, so we could make content that was much more personable and honestly – fun.
These videos were one-day projects – driving home the power of fast, fun, engaging content that isn’t overproduced.
Influencer Promotions and Giveaways
We also carried out influencer competitions to help skyrocket engagement. By choosing smaller scale influencers, we avoided the low conversion rate of more established, less authentic influencers. As a result, we were able to create campaigns and competitions that engaged various demographics – from very young professionals all the way to more established and well-known business people.
Social Media Branding
And finally, we have social media branding. This is where we got to express HomeTree’s unique voice on a regular basis. HomeTree’s trademark, friendly, pro-collaboration style of coworking space proved time and time again to be the kind of brand young professionals found engaging.
Now this is all well and good, but we’re not called Boost Metrics for nothing. By the end of 2019, the amount of content we put out was as follows.
- Videos 30
- FB and Instagram Posts – over 120
- Content creation for Newsletters
- Instagram TV Videos – 6
And if we want to talk about teh results of all our hard word, refer below:
- Total FB Page Likes – 2,003
- Total IG Followers – 1,171
- Total FB reach – 418,666
- Total FB impressions – 692,981
- Average social media posts were between 20 – 100 consistent likes.