“It’s been incredibly rewarding to work with Origin Workspace since inception and to support the shaping of the product and messaging, provide counsel on differentiating the concept and build relationships for the company from the ground up. This is a great example of grass roots work in the Bristol business community.”
Sarah Woodhouse, Director, AMBITIOUS
Integrated Marketing Communication
About ORIGIN WORKSPACE
Upon opening in 2019, Origin Workspace will be a workspace with wellness at the heart of the concept and all the facilities to match including a gym, fitness and yoga studio and a roof terrace with stunning views of South and Central Bristol and enviable views across Berkeley Square.
Origin Workspace offers lounge membership, hot desks, dedicated desks and cellular office space. It also has an active events programme, meeting rooms and event spaces for members and non-members to hire. Origin Workspace is designed to accommodate freelancers, contractors and homeworkers as well as small businesses and regional satellite offices seeking a supportive environment in which to get to the next stage of growth.
AMBITIOUS won a competitive PR agency pitch to support Origin Workspace with PR led marketing. At this time Origin Workspace was a concept, a set of architectural drawings and a 42,000 square foot building about to undergo significant renovation!
As an organic start up itself, Origin Workspace as a concept is constantly evolving in terms of facilities and offering and so is the local commercial property market, with a number of new workspaces entering Bristol.
A core part of our job is also to keep track of development and realign our activity with every change to ensure we are best serving the client. This has meant a constant pivoting of our plans and being flexible enough to change course where needed. In order to be able to judge success of activity, metrics are put in place against each activity.
Appointed over a year plus ahead of opening, our brief has been to drive awareness, credibility and engagement in the concept and devise tactics to build an on and offline community. Also, to ensure by the time the opening comes that Origin Workspace is seen as already a part of the business community.
Our challenge was to take Origin Workspace off the page of the brand guidelines and bring the concept to life with a PR led marketing strategy.
This kick started with research and positioning work to identify the key selling points and competitive differences of Origin Workspace and develop a robust set of messages that all marketing communication and PR activity would underscore.
AMBITIOUS also identified that the sheer scale of Origin Workspace in a prominent part of the city effectively created a third business hub and closed the gap between Filton and Temple Quarter.
Activity to date has included:
Media relations: Build a news pipeline for Origin Workspace including announcing the concept, announcing the startup concept, announcing first members and profile raising for the leadership. Identifying feature angles and developing pitch points.
Social Media: AMBITIOUS wrote social media guidelines, created a visual social identity for Origin Workspace and kickstarted each channel with community building. We also used social to support event marketing including organic and paid activity. This brief also included support for the personal brand of core people within the business.
Sponsorship: Identifying relevant sponsorship vehicles in the city, building activity around them and amplifying the relationship to tap into core audiences Including Social Media Week Bristol.
Content Marketing: Content led strategy to meet a number of objectives including building domain authority of new website, boosting organic visibility of key search phrases, providing social content and using content marketing to underpin Origin Workspace’s presence in the city.
Influencer Marketing: Identifying core influencers, networks and groups to bring into the space to host events or have site tours. To date this has included Enterprise Nation, LinkedIn Local, Innovation lead at Bristol University, Business West and Bristol Media.
Counsel: Regular counsel and support for business challenges faced by Origin Workspace.
The brief is still live and we are meeting the agreed metrics for each aspect of the programme.
Highlights to date include:
- 700 new cross-platform social followers in six months
- Engagement from global brands including Innocent Smoothies (91,400 followers) Apprentice winner Mark Wright (71,100 followers) and Enterprise Nation (46,000 followers)
- Achieving over 55,000 Twitter impressions for two consecutive months
- Regularly reaching an engagement rate of 1.9% on Twitter and Instagram (0.5% considered high
- Media coverage secured and achieved in all priority titles
- Influencer and network support on track as per agreed plan
- Domain authority of the website growing through the support of a robust content plan and digital PR