The Client
Pipeline is a Miami-based shared workspace concept that’s home to a diverse community of entrepreneurs, start-ups, independent professionals and small teams from large corporations.
The Challenge
When the construction of Pipeline’s flagship location began in Miami’s Brickell Financial District, there was little talk about shared workspaces in the South Florida market. Supporting efforts to win new members would require first understanding the value of a shared workspace, and then educating key audiences about those advantages and building awareness for the Pipeline brand.
The solution
Pipeline engaged our firm to lead media, marketing and social media efforts on behalf of its first shared workspace several months before opening. We focused on three key themes: the space’s optimal location, its stylish design and competitive pricing, and its appeal among Miami’s diverse business community – making it an ideal place for professionals to network.
We arranged a series of tours with members of the media and high-level influencers in the business community, while at the same time communicating Pipeline’s own entrepreneurial success story through placements in national and local publications. Our team also managed Pipeline’s social media platforms, engaging members, prospects and the community with compelling content and real-time dialogue.
The results
- One month after Pipeline’s grand opening cocktail reception, the space had reached 70% occupancy with a mix of tech start-ups, media companies, international brands and creative firms, and solo practitioners, among others.
- Today, Pipeline Brickell’s total membership is nearing 300 companies and entrepreneurs, making it one of the largest locally-owned shared workspace companies in Florida
- Our campaign has put Pipeline in position to expand its reach across South Florida and into the northeast U.S., with locations in Doral, Coral Gables, Fort Lauderdale and Philadelphia, Pennsylvania
