2. co activatE
Co-Activate works with clients to
create custom activation experiences
inside the coworking movement.
Quick overview
co activatE
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Coworkers are educated, young, tech/
media savvy and socially connected -
but this valuable audience is difficult
for marketers to reach.
Coworking is expanding at 245%
annual growth rate around the world.
The coworking movement is
disconnected - 95% of coworking
spaces operate independently.
Co-Activate has built a cowork-network
offering a national platform that brings
brands inside the coworking
movement to engage with coworkers.
sampling workshops DEMOS screeningsevents presence Direct Sales RESEARCH
3. Activate deeper brand
engagement among
influencers & connectors
by leveraging our
experiential marketing
platform inside the
coworking movement.
Activate a new sales
channel directly to
hundreds of coworking
space owners looking for
products & services to
enhance their creative
work environments.
Activate valuable insights
among a unique and
desirable universe of
consumers for qualitative
research, product testing,
input and feedback.
Brand Activation Direct Sales Consumer Insights
n e t w o r k
4. co activatE
๏ A natural portal into influencer conversations
๏ Direct connection with community connectors
๏ Opportunities to engage with early adopters
๏ Anauthentic entry pointtothesocialmediasphere
what brands need to succeed today
5. co activatE
๏ Watching network TV? // Doubtful plus fleeting
๏ Social media? // Definitely, but cluttered
๏ Top online portals? // Ok, but expensive
๏ Mobile? // Maybe, already getting annoying
๏ Lifestyle events? // Yes, but infrequent & scattered
where is this valuable audience?
8. co activatE
coworking is >
๏ Coworking is a style of work that involves a shared
working environment and independent activity.
๏ Unlike in a typical office environment, coworkers are
usually not employed by the same organization.
๏ Coworking is also the social gathering of a group of
people who are still working independently, but who
share values, and who are interested in the synergy that
can happen from working with like-minded, creative,
inspired, talented people in the same space.
9. co activatE
Coworking > the future of work
๏ The average number of coworking spaces in North America increased by
165% between October 2010 to October 2012 to 800.*
๏ Positive outlook for Coworking in 2013*
➡ 91% expect more members
➡ 89% expect a higher income
➡ 79% plan to increase the number of events
๏ Expansion plans are running high*
➡ 29% of spaces plan to add extra desks
➡ 9% want to upgrade to a bigger location
➡ 36% will open a new second location.
๏ According to a recent study 33% - 50% of all workers are now mobile.
๏ Over 50% of Fortune 500 companies, including Amazon and Twitter, now
offer their employees memberships to coworking spaces.
*Third Global Coworking Study - Oct. 2012 - DeskMag
11. co activatE
coworkers are The future
DEsigners developers entrepreneurs creativestech wizards media mavens
12. co activatE
Coworkers are >
๏ Coworkers are creative, tech-savvy, young, social,
independent, connected, vocal ... and are changing
the world.
๏ Coworkers represent a hidden target audience that
was formerly dispersed throughout their homes,
coffee shops and disparate corporate jobs.
๏ They now work side-by-side in the self-selected,
community atmosphere of the coworking
movement.
13. co activatE
Coworker > stats
๏ Most coworkers are in their mid twenties to late thirties - average age of 34.
๏ Two-thirds are men but women coworkers are steadily increasing.
๏ 54% of all coworkers are freelancers.
๏ Almost 20% are entrepreneurs who employ others.
๏ One in five work as a permanent employee, most in very small companies
with less than five workers.
๏ 80% of coworkers have a university education.
๏ The overwhelming majority work in creative industries and new media.
๏ Many are web developers or programmers.
๏ Every ninth respondent is a graphic designer or web designer.
๏ The fourth-largest industry is PR and marketing.
16. co activatE
coworking spaces > office mojo
๏ Designed for creative energy
๏ Unique configurations and designs
๏ Architecturally stimulating
๏ Open floor plans
๏ Collaboration flows throughout coworking spaces
๏ Multiple zones for community engagement
➡ Welcome & Reception
➡ Kitchen & Bathroom
➡ Common & Play Areas
➡ Meeting Rooms
➡ Events & Presentations
Deliver your message while the audience is energized.
17. co activatECurated map of targeted coworking spaces
COast to coast coworking
800 Coworking Spaces Across the USA
18. 90% of Coworking is Independent - we
orchestrate your brand integration
The First Cowork Network for Brand Activation
TM
co activate
n e t w o r k
co>activate network
19. co activatE
The CO>ACTIVATE Network
๏ Co-Activate to launch in Top 20 US markets + select cities.
๏ Currently 30 locations in Co-Activate Network - and growing.
๏ Coworking spaces average 50 - 200 members.
๏ Most members engage several times per week - high frequency.
๏ Events & meetings can extend reach to approximately 1,000 unique
physical exposures per month per location.
๏ Web, social & e-marketing multiply impact of brand exposure.
๏ Coworking members drive conversations with social media.
➡ Average coworker Twitter followers // 250
➡ Average coworker Facebook friends // 700
Quality brand engagement to complement your media plan
22. co activatE*Third Global Coworking Study - Oct. 2012 - DeskMag
sampling workshops DEMOS screeningsevents contestspartiespresence
coworkers crave activation
23. custom brand activation
➡ Sampling
➡ Screenings
➡ Presence throughout
➡ Product Integrations
➡ Presentations
➡ Workshops
➡ Product Demos
➡ Special Events & Parties
➡ Online & Social Media
➡ Local Media
Inside the Coworking Movement.
co activatE
24. ๏ Direct Access to a New Sales Channel
➡ Reach hundreds of Coworking space owners looking for
innovative products to enhance their space and member
experience.
‣ From everyday functional items like food & beverage ...
‣ To new products that enhance coworking like small appliances,
furniture, office equipment ...
‣ Even services like financial products, travel, software ...
TM
activateco n e t w o r k
25. ๏ Valuable Insights from a Quality Audience
➡ How valuable is timely access to a community of educated,
social, media/creative/tech savvy consumers?
➡ How often have you wanted to take a quick & authentic
consumer pulse about product development, packaging,
marketing or other communications?
➡ Co-Active Research can connect you to our national network of
coworkers to provide insights and expertise.
➡ Onsite focus groups, surveys, video conferences, one-on-one.
TM
activateco n e t w o r k
26. co activatE
The co>active matrix
Duration
Product
Integration
Staged DIY
Sampling
Tastings/Wet
Sampling
Party/Event
Sponsorship
Exhibit/
Demo
Workshop
Screening Contest
Full Year
Quarter
Month
Week
Single Event
