Case Story: Saltworks
Customer feedback, understanding the market and relaunching.
The Client
Saltworks is a co-working community in central Christchurch. They are more than just a space for people to work; the team focuses on building and engaging their community
They have 200+ residents - ranging from 1 or 2 employees, through to teams of 12. A number of residents are remote workers for large national or multi-national organisations, with their colleagues spread from Silicon Valley to Wellington! Sectors range from software development to telco; food and beverage, to financial services; youth charities to aerospace
They are a good landing-pad for people who are new to Christchurch, as well as people taking their first step from working on the kitchen bench
See the Works website here
The Challenge
Just prior to the initial COVID lockdown of 2020, Leon Mooney had bought the business (originally BizDojo). The team needed some help to understand the changing marketplace and re-launch and re-position themselves:
They wanted to understand what was happening in the market for demand for office space post-COVID
The wanted help re-positioning their brand – some people knew of BizDojo, but did not know Saltworks
They believed the perception of Saltworks was that it was a space full of ‘hobby’ businesses; people wanting to do serious work would not consider it as an option. They were keen to test and identify if there was a value proposition for more established businesses.
What We Did
I worked with Leon and the team using a mixture of coaching and research. The research included desk-based and interviews with existing, past & potential customers to:
Identify global trends in the future of working and what that could mean for Saltworks
Understand what was happening locally and globally as a result of COVID-19
Identify and test market opportunities
Refine the positioning, value proposition and the specific messages of Saltworks.
Results - Outcomes
As a result of this engagement, Leon says he has:
Clearer positioning and messaging
Started sharing tenant stories which promotes Saltworks and the tenants’ organisations
Started to measure and articulate the value of Saltworks to the Christchurch economy, for example that 50+ jobs have been created
Increased his confidence, especially around understanding the market needs and value Saltworks brings
Developed a marketing promotion plan, delivered quarterly videos and engaged a social media
In Feb 2021 Leon established a second co-working space - Millworks. Messaging and positioning from Saltworks have been used as the basis of the broader 'Works" brand
