— The Client

The Commons is Australia’s most creative eco-system consisting of entrepreneurs, businesses and curious minds working, connecting and growing under one roof.

As one of the country’s leading coworking operators, The Commons has a growing footprint with four offices – three in Melbourne in Collingwood, South Melbourne and QV, and one in Sydney, located in Chippendale.

With a carefully curated membership base and services that are centred on helping members achieve a balanced and integrated work-life, the offices themselves have been created with a design thinking mindset – all touchpoints affect the senses or encourage interaction and networking amongst members.

Co-founded by Cliff Ho and Tom Ye, The Commons is a young, dynamic and thriving business with plans to continue this growth steadily in years to come.

Category
  • Tech & Start Up
Services
  • Content Marketing
  • Public Relations

— The Situation

With an ever-changing and shifting coworking market, one often dominated by big overseas names, GPM worked to generate cut-through for The Commons within the relevant media and industry sectors, including startups, established companies and not-for-profit organisations.

During this campaign, The Commons launched its partnership with leading property developer, Riverlee, announced and opened two new offices – Sydney and QV – and introduced Commons Campus, a unique and innovative education product.

commons2

— The Solution

An ongoing PR and communications campaign that offered sustained traction, growth in brand awareness with an adaptive approach that evolves with the business and coworking industry as a whole. Encompassing public relations, content marketing and LinkedIn management, key campaign objectives included:

  • Retain and attract members – Stand out from the crowd, making The Commons the only option for businesses looking at alternative office spaces, aiming to attract and build ongoing brand love to ensure retention.
  • Brand awareness – Build the company brand as an easily identifiable name in the coworking sector across Melbourne and Sydney.
  • Brand positioning  Achieve sustained positioning of The Commons as leaders in shared work environments with a highly satisfied member database and staff
  • Member focus – Elevate the status of current members via potential media opportunities and LinkedIn content in order to continue nurturing the community, whilst also driving new member sign ups from like minded companies
  • Profile building – Build the respective profiles of co-founders Cliff Ho and Tom Ye, as coworking experts in the media, specifically across business and property titles. Also placing a heavy focus on including staff profiles on LinkedIn to drive the message of The Commons as a desirable place of work
  • Going against the grain – Showcase positive attributes of co-working – going against the negative noise in the media

— What did we deliver?

Public Relations

GPM engaged in proactive press campaign development, as well as a reactive media office function. This included generating a number of media releases that were distributed to target media titles, with each focusing on a specific angle or story that told the company narrative. 

Content Marketing
GPM rolled out an ongoing content marketing campaign composing monthly opinion pieces. The purpose of each was to position not only the brand, but its co-founders Cliff Ho and Tom Ye, as  thought leaders in the space, increasing overall market share.  

Social Media
GPM worked to maintain and grow The Commons presence on LinkedIn as a key social platform in the co-working industry. Rolling out a solid content portfolio, posts fell into specific pillars to ensure consistency and sustained traction amongst new and existing followers.

— Results:

PR Black
Public Relations

18,602,885 - Combined Estimated Reached

Influencer Black
LinkedIn Social Campaign

529 - Social Media Followers Gained

51,730 - People Reached

4,984 - Engagements Generated

commonsresults

— Summary

Coverage encompassing key publications such as Australian Financial Review, The Urban Developer, Smart Company, Broadsheet, The New Daily, Urban List and more

Client: The Commons
Website: The Commons Website

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