BUILDING A STRONG COMMUNITY IN THE MIDDLE OF A PANDEMIC
The Co-Dalston is a coworking space offering flexible workspaces (desks, meeting rooms, shared kitchen and private studios) for freelancers, small businesses and startups. Located close to Dalston Kingsland station, this venue displays attractive features, but, due to the lockdown, the place had to close and lost all its members. The Co-Dalston approached HBLC to help them rebuild its community and elaborate a marketing strategy that will allow them to thrive in the event of a new national lockdown.
WHAT WE DID
Safety was the priority to encourage people to come back to the coworking space. Therefore, we changed the layout of the hot desks to respect the hygiene and social distancing regulations. Using the new platform Nexudus, we introduced a self-check-in system so co-members can walk-in and register without being in contact with someone else. We took advantage of coworking platforms to list the venue and gain brand awareness in the local area.
We optimised their social media accounts and created new content to make the coworking space look attractive. We promoted the shared-kitchen to outsource new concepts that would like to operate from there monthly, having in mind that food businesses can continue their operation through the national lockdown. The focus of our strategy will be on developing a community for the shared-kitchen first.
After three months, a new community is born. We have nearly reached full capacity for the shared-kitchen and coworking space. We have double the email list database and triple the number of followers on social media, using this channel actively to outsource new leads and increase The Co-Dalston’s brand awareness.
Therefore, through the second and third national lockdown, the coworking space had to close. But the kitchen was still active as food companies were allowed to keep on with their business, ensuring The Co-Dalston with a stable income and constant activity.