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Engaging an Innovative Co-Work Community with the ZaboutmeTM Workplace Platform and Engagement Marketing

About BrightLane

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.

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Deliverables Provided

Strategy development

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User interface design

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Creation of the BrightLane Entrepreneur Awards

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Ongoing advertising and marketing collateral creation

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Private social network membership management platform

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Branding & visual identity development

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Site implementation in Drupal 7

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Ongoing site hosting, creative and technical support

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Front-desk sign-in app

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Facility and room booking integration

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Strategy

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

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Content

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

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Technology

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

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Measurable Result

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

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