Filling Your Desks: A Marketing Plan for New Coworking Spaces

Amphi Studios in Hong Kong uses meed

The scent of fresh paint, the gleam of new desks, the promise of a vibrant community buzzing with innovation – opening a new coworking space is an exhilarating venture. But beyond the aesthetics and amenities lies a crucial question that keeps many a founder up at night: How do you fill those desks and build a thriving, sustainable community from the ground up? This comprehensive guide will walk you through a robust marketing plan, designed to take your new coworking space from an empty shell to a bustling hub of productivity and collaboration.

Phase 1: The Pre-Launch Buzz (3-6 Months Before Opening)

The marketing for your coworking space should begin long before you cut the ribbon. This is the time to build anticipation, generate leads, and lay the groundwork for a successful launch.

1. Define Your Niche and Ideal Member: 

Who are you trying to attract? Freelancers, tech startups, creatives, or a mix of everyone? Understanding your target audience will inform every aspect of your marketing, from your messaging and branding to the channels you use to reach them. Create detailed member personas to bring this audience to life.

2. Craft a Compelling Brand Identity: 

Your brand is more than just a logo. It's the feeling and experience you want to create. Develop a strong brand story that resonates with your target audience. This narrative should be woven into your website, social media, and all marketing materials.

3. Build Your Online Foundation:

• Website: Your website is your digital storefront. It should be professional, visually appealing, and easy to navigate. Include high-quality photos or realistic renderings of your space, detailed information about your membership plans and amenities, and a clear call-to-action to book a tour or sign up for updates.

• Local SEO is Non-Negotiable: Create and fully optimize your Google My Business profile. This is arguably one of the most critical steps for attracting local customers. Ensure your business name, address, and phone number (NAP) are consistent across all online directories. Encourage early reviews from anyone who has had a positive interaction with your brand.

• Engage on Social Media: Start building a following on the platforms where your target audience is most active. Share behind-the-scenes content of the build-out, introduce your founding team, and post engaging content about the future of work and the benefits of coworking.

4. Generate Pre-Opening Buzz:

• "Coming Soon" Landing Page: Before your full website is live, have a landing page that captures email addresses in exchange for updates and exclusive pre-opening offers.

• Host a Hard Hat Tour: Invite local influencers, journalists, and potential founding members for an exclusive look at the space while it's still under construction. This creates a sense of exclusivity and generates early press.

• Pre-Sale & Founding Member Offers: Offer significant discounts and extra perks to the first group of members who sign up. This not only secures initial revenue but also creates a loyal base of brand advocates.

Phase 2: The Grand Opening & Launch Campaign (The First 3 Months)

Your grand opening is your moment to make a splash. The goal is to generate a high volume of tours and inquiries in a short period.

1. Host a Memorable Grand Opening Event:

This isn't just a party; it's a strategic marketing event.

• Invite Key People: Target local press, influencers, community leaders, and the leads you've been nurturing.

• Showcase Your Space: Offer guided tours that highlight your unique features and amenities.

• Create an Experience: Have live music, local food and drinks, and interactive elements that encourage networking.

2. Execute a Multi-Channel Marketing Push:

• Public Relations: Send out a press release to local media outlets announcing your opening. Pitch stories about your unique value proposition and the impact you hope to have on the local business community.

• Digital Advertising: Run targeted ads on social media and Google, focusing on your local area and the demographics of your ideal member.

• Local Partnerships: Collaborate with nearby businesses, such as coffee shops, restaurants, and gyms, to offer reciprocal discounts to each other's customers.

3. Content is King:

• Launch a Blog: Start publishing valuable content that addresses the pain points of your target audience. Topics could include productivity tips, interviews with local entrepreneurs, or guides to the best local lunch spots. Also good for Instagram!

• Video Tours: Create a high-quality video tour of your space to embed on your website and share on social media.

Phase 3: Sustaining Momentum & Fostering Community (Ongoing)

The initial buzz will eventually fade, and your focus must shift to long-term, sustainable growth and member retention.

1. The Power of Community: 

A coworking space is more than just desks and Wi-Fi; it's about the people.

• Hire a Great Community Manager: This person is the heart and soul of your space. They should be a natural connector, an excellent event planner, and a proactive problem-solver.

• Plan a Consistent Events Calendar: Host a mix of professional and social events, such as networking breakfasts, skill-building workshops, member-led lunch and learns, and happy hours.

• Facilitate Connections: Actively introduce members to one another who could benefit from a collaboration. Create a digital member directory and a physical community board to encourage interaction.

2. Nail the Member Experience:

• Seamless Onboarding: Have a smooth and welcoming process for new members.

• Gather Feedback: Regularly survey your members to understand what they love and what could be improved.

• Go the Extra Mile: Small gestures, like remembering a member's birthday or celebrating their business milestones, can have a huge impact on loyalty.

3. Ongoing Marketing & Sales:

• Referral Program: Your current members are your best salespeople. Offer them incentives for referring new members.

• Content Marketing: Continue to produce valuable content that positions your space as a thought leader in your local business community.

• Email Marketing: Nurture your leads with a regular newsletter that shares community news, upcoming events, and special offers.

Rewarding Your Regulars: A Nod to Smart Solutions

As you build your community, you'll notice a dedicated group of day users who consistently choose your space. Rewarding this loyalty is key to converting them into full-time members or ensuring they keep coming back. This is where innovative tools can make a significant impact. For instance, solutions like meed's Stamp and Check-in products are currently being used by coworking spaces like Amphi Studios in Hong Kong to seamlessly reward these valuable, regular day users. By implementing a simple, digital loyalty program, you can encourage repeat business and make every visitor feel like a valued part of your community.

The Marathon, Not the Sprint for Coworking Spaces Marketing

Building a successful coworking space is a marathon, not a sprint. It requires a strategic and sustained marketing effort that begins long before you open your doors and continues every single day. By focusing on building a strong brand, fostering a genuine sense of community, and consistently delivering an exceptional member experience, you'll not only fill your desks but also create a space where businesses and individuals can truly thrive.