Engaging an Innovative Co-Work Community with the ZaboutmeTM Workplace Platform and Engagement Marketing
BrightLane is a co-working community of entrepreneurs who connect, collaborate and innovate to improve their business results.
Perceptible was retained to develop a new co-work brand and build a launch communications strategy that would rapidly build public awareness in the Toronto King West downtown core.
User interface design
Creation of the BrightLane Entrepreneur Awards
Ongoing advertising and marketing collateral creation
Private social network membership management platform
Branding & visual identity development
Site implementation in Drupal 7
Ongoing site hosting, creative and technical support
Front-desk sign-in app
Facility and room booking integration
BrightLane’s primary need was to differentiate their facilities from a number of established competitors located in the downtown Toronto core. The marketing strategy presented and agreed upon included traditional print, outdoor, event marketing and a strong web and social media presence
New naming, branding and a distinct communications approach defined BrightLane’s character and encourage people to become a BrightLane member. Perceptible developed the BrightLane Entrepreneur Awards (BEA's) as a themed focus to build awareness online and in the community. The BEA's along with a very distinct social, video and street-level billboard campaign quickly established the BrightLane brand in King West, Toronto
The development of a new web site, with a private member network, manages member collaboration and BrightLane's day-to-day tasks of printing, room booking, payments and event booking. An updatable web site build on Drupal 7, containing an intuitive user interface design, allows BrightLane to manage their Co-work space and community relationships easily and affordably
Within fifteen months the BrightLane brand had established itself as a "cool" place to be for entrepreneurs seeking a co-work environment and the facility reached its occupancy goals in the first twelve months