collective_100 \ TME
the workspace you need. And none of the frills you don’t.
the brief
Father and daughter duo, Barry and Kiara, started collective_100 with the vision to provide businesses with a workspace that bridged the flexibility of traditional co-working, the professionalism of a private lease and the support of owner-operated space.
They had two goals in mind when they came to TME:
Carve out a more defined niche in the shared office/flexible workspace sector by targeting Enterprise businesses.
Generate more leads in the enterprise space by doubling down on our USP of having an unbranded, distraction-free and professional space.
Increase revenue streams from existing business through the restructure of membership pricing.
who
collective_100
What
A boutique co-working space for enterprise businesses establishing a presence in Melbourne.
Where
Cremorne, Melbourne.
the RESULTS
Generic value proposition
Targeting everyone meant serving no one. Competition was high and differentiating factors too low.
ISOLATED services
Add-on services, discount rules and case-by-case offers made profitability unpredictable and brand value inconsistent. The packaging of the services didn’t match what customers valued so money was often left on the table.
NO NURTURE FUNNEL
Prospects with move-in dates months away were left to remember to get back in touch with c100 when the time was right. They either forgot about it, or found a different solution after not being engaged.
DISJOINTED brand identity
Before, visuals and copy didn’t match the target audience’s understanding for what the space offered.
ADHOC CAMPAIGNS WITHOUT TRACKING
Paid ads garnered traffic but leads were inconsistent and largely irrelevant with little oversight into improvement from third party providers.
unique positioning
Defining who they served and more importantly who they didn’t, was key to finding the white space in the market where c100’s ideal customer needed a solution. c100 is for established and multinational teams that want private, unbranded Melbourne HQs.
service packaging and value creation
We simplified bundles into testable, more compelling offers. We tested a few hypotheses for the two main customer groups - what would draw them in and what would close the sale faster.
DELAYED-START NURTURE
A priority waitlist, flexible interim options and scheduled check-ins helped the team keep the relationship warm.
Elevated brand identity
A cleaner identity and purposeful copy for the website, proposal documents and templates which all aligned with c100’s audience.
clear campaigns, focused outcomes
Persona-led landing pages and ads with CTAs that made sense and showed a clear pathway to lead conversion. We defined priority conversion events so the team could make decisions from real data, not guesswork.
c100 now receives higher quality leads that are marketing qualified.
operational goals
1 \ In-house execution
Everything had to be easy to follow and easy to consistently execute. We focused on bringing the client along for the ride - upskilling them to be in-house marketers.
2 \ designed for a team with limited capacity
We tested one hypothesis at a time and had clear deadlines for when to move on.
the SCOPE
SERVICES
Foundation Workshop
Strategy
Advisory
WHY IT WORKED*
*This is something not often discussed, but we’re all about cutting the BS, so let’s get to it.
The ongoing success of any strategy is dependent on two key factors:
The process or plan for implementation must be easy to follow
The client must be interested and willing to put in the work on a continuous basis
Here’s what KIARA AND SASS did to achieve THEIR goals:
understood the value of investment in design
Good design helps communicate value, professionalism, quality and trustworthiness
willing to repackage services to address adoption challenges
Understanding that the perceived value or pain point of a service can be changed by packaging the service differently
Focused on one thing at a time
With limited resources, we focused on customer feedback, a refined brand, service packaging and pricing, one at a time
