Crafting a brand strategy to distinguish a new co-working brand from competitors.
![commongrounds parkerwhite portfolio image](https://cdn.prod.website-files.com/625dc7328f8b4b512565110e/6620010caf5dd51c6a9ee3c9_commongrounds_header-image.webp)
The Situation
CommonGrounds, an early-stage co-working company, tasked ParkerWhite in helping them direct their strategic vision into an actionable brand strategy. Over the course of 6 months we help craft a unified brand vision and positioning strategy to compete within the enterprise co-working market.
What we did:
Brand Strategy
Brand Messaging
Creative Advertising Campaigns
Creative Collateral Systems
Digital Media Planning & Buying
Lead Generation Programs
Website Design
Brand Strategy
A comprehensive competitive and management audit informed a full-day innovation workshop with the key stakeholders. The workshop provided clarity on the top priorities for the brand and business KPIs as we drafted the corporate growth roadmap.
![commongrounds case study exterior siding](https://cdn.prod.website-files.com/62589e3453de1f061750e546/626877de73a4bec6a8fff095_commongrounds_Building%20Sign.webp)
![commongrounds case study bus stop](https://cdn.prod.website-files.com/62589e3453de1f061750e546/626877e099519c6c6c431008_commongrounds_Bustop%20Sign.webp)
Rebranded Website
With dozens of properties opening soon, ParkerWhite was tasked with designing a website that could both scale with the client's rapidly changing business and visually elevate the brand.
![commongrounds case study website](https://cdn.prod.website-files.com/62589e3453de1f061750e546/626877df19f85d62c83e09b6_commongrounds_Website%20Fan.webp)
Launch Campaign
ParkerWhite created a bold new campaign—focusing on the actual people within the office space. This was a radical divergence from the stereotypical approach of competitors that solely focus on the space they offer, not the end users.
![commongrounds case study interior photography](https://cdn.prod.website-files.com/62589e3453de1f061750e546/626877df09b3f725e63304dc_commongrounds_Interior.webp)
![commongrounds case study interior graphics](https://cdn.prod.website-files.com/62589e3453de1f061750e546/626877dd67f360182089733c_commongrounds_Branded%20Interior.webp)
Lead Generation Program
Identifying key target markets and their journey to find office space, we developed and deployed a paid media strategy that broke through the noise and led to 3x qualified leads from previous efforts.
![commongrounds case study landing page](https://cdn.prod.website-files.com/62589e3453de1f061750e546/626877db79ab6f6f3c4e790e_commongrounds_Digital%20Ads%20Landing%20Page.webp)
Social Media and Outreach
ParkerWhite constructed a social and content strategy in which all locations would be able to interact on social while staying on-brand, being relevant, and continuing to engage with all the activities, new openings, and services being provided.
![commongrounds case study social media](https://cdn.prod.website-files.com/62589e3453de1f061750e546/626877df79ab6f95a94e790f_commongrounds_Social%20Media.webp)
The Results
Developed and launched the new campaign and website and provided the marketing team with a toolkit to execute the brand strategy within each new market.
Let's start a conversation
We partner with our clients to understand their business, people, and goals to provide practical solutions that deliver long-term success.