NAME: Dawna Mason
CLIENT: Co Laboratory
CAMPAIGN GOAL
Earn 3,500 clicks from social media platforms to the client's offerings page, from the target segment during the month of November.
TARGET SEGMENT
FACEBOOK /INSTAGRAM
● Interests > Business and Industry > Small Business
● Behaviors > Digital Activities > Facebook page admins > Business page admins
● Behaviors > Digital Activities > Small business owners
● Demographics > ages 25-45
● Demographics > all genders
● Locations > within 25 miles of our operation areas (Austin, San Diego, Atlanta,Boulder, Scottsdale,Las Vegas,Dallas, Philadelphia, Boston, Miami,Nashville, Detroit,and Saint Louis)
X (FORMERLYTWITTER)
● Demographics > ages 25-45
● Demographics > all genders
● Locations > within 25 miles of our operation areas (Austin, San Diego, Atlanta,Boulder, Scottsdale,Las Vegas,Dallas, Philadelphia, Boston, Miami,Nashville, Detroit,and Saint Louis)
● Interests > Small Business
● Keywords > remote work
● Keywords > freelance
FUNNEL STAGE
Awareness – driveclicks to learn moreabout our company Consideration/Interest –drive clicks from targeted content Evaluation/Intent - motivate users toclick the link tobook a tour or learnmore
CAMPAIGN RESEARCH
In my campaign research, I reviewed the social media profiles for WeWork (Instagram), Serendipity Labs (Facebook), Common Desk (Instagram), Industrious (Facebook, Instagram, and X), and Regus (Facebook, Instagram, and X). These brands appear to balance communitybased or lifestyle content with informational content on things like amenities and perks. This researchhelped to determine the tone and styleof imagery to use for my campaign. I want to provide motivation and practical reasons for viewers to click through to the links provided.
Things that stood out that I want to leverage in my own campaign:
Community sells –these brands used posts to spotlight people working or collaborating within the spaces.
When featuring the spaces, use wide-angle and airy-looking professional photography to make the spaces appear bright and inviting.
Present a value with the ads - don’t just say “rent a space”, present howrenting a space can benefit them or theirproductivity.
Present a callto action in a social way, but don’t hard sell (use phrases like “see for yourself” or “imagine yourself in our space”.
CAMPAIGN APPROACH
My campaign approachis designed to attract clicks by guiding viewers through the funnel stages, starting at awareness, then interest, and finally intent by using cohesive messages and content across Facebook, Instagram, and X. I tailored each platform’s content to best fit user behaviors and norms based on the learning materials provided in Module5.
On Facebook, story-stylecontent helps to create recognition and trust. According tothis article from Level, you need to build trust: “you’ve got to wine and dine ‘em, show ‘em how much you care… and (most importantly) why you’re the only one for them.”
On Instagram, my approach is to create“scroll-stopping” content with professional imagery that is designed toget the viewer tostop scrolling and engage. This content will include visual storytelling designed with the target audience in mind.
On X, my approach is to make our “tweets concise and to the point”, while ensuring the “message is clear and easy to understand”, based on this typetone blog post. I will create content that provides value to the target audience.
Paid and organic content work together. Organiccontent builds brand familiarity and credibility, while paid ads with A/B testing target specific actions, like photo performance, link clicks, or which call to action performs best.
CAMPAIGN CONTENT
Image link: https://unsplash.com/photos/people-sitting-in-front-of-computer-monitorsdZxQn4VEv2M
Primary text (131 characters): Outgrown your couch-desk setup? This is your sign to upgrade before the year ends. Find inspiration and gratitude at Co Laboratory.
Headline (22 characters): Your new officeawaits
Description (27 characters): Offices/Hot Desks available
Image link: https://commons.wikimedia.org/wiki/File:Tuesday_coworking_-_Belziger_Strasse.jpg
Primary text (131 characters): Outgrown your couch-desk setup? This is your sign to upgrade before the year ends. Find inspiration and gratitude at Co Laboratory.
Headline (22 characters): Your new officeawaits
Description (27 characters): Offices/Hot Desks available
Image link: https://commons.wikimedia.org/wiki/File:Coworking-space-di-mall-pp-by-gowork.png
INSTAGRAM:
Image link: https://unsplash.com/photos/brown-wooden-table-and-chairs-TSYQ5stQVjg
Text (252 characters): You'renot dreaming — this could be your office.
✨ 24/7 access
✨ Cold brew on tap
✨ A network of like-minded professionals
Redefine your desk — and your day.
Book your tour and find your reason to be thankfulthis season. #coworking #colabinspire #modernwork
Image link: https://unsplash.com/photos/man-in-blue-dress-shirt-sitting-on-rolling-chair-insideroom-with-monitors-wawEfYdpkag
Text (252 characters): You'renot dreaming — this could be your office.
✨ 24/7 access
✨ Cold brew on tap
✨ A network of like-minded professionals
Redefine your desk — and your day.
Book your tour and find your reason to be thankfulthis season. #coworking #colabinspire #modernwork
Text: You didn’t build your business just to take Zoom calls from your couch. This November, give yourself the gift of focus — and an office you’ll actually be thankful for. At Co Laboratory, your workspace comes with a built-in community, unlimited cold brew, and the kind of energy you'll be grateful for. Book a tour. Your future self will thank you.
�� [Link in bio] #coworking #colabinspire #thisisworking #modernwork #thankful
Image link: https://unsplash.com/photos/black-ceramic-mug-on-black-table-4WdWzfV4KNE
X (FORMERLY TWITTER):
Paid Ad A
Still working from your kitchen table?
It’s timeto leave “just getting by” energy inOctober.
�� Monthly offices & hot desks
☕ Cold brew & community
�� No long-term lease
Your dream office is waiting. Let’s go.
www.colaboratory.com
#coworking #colabinspire
Paid Ad B
Friendsgiving is cool. But coworkers who actually inspire you? Even cooler.
�� Monthly offices & hot desks
�� Perks, people, and productivity
�� Book a tour and seewhat you’re missing.
Come cowork with us.
www.colaboratory.com
#coworking #colabinspire
Organic Post
November gratitude list:
☑ Good coffee
☑ Better lighting
☑ Inspiring spaces
☑ A community of doers and go-getters
Come find your reason to be thankfulthis season.
www.colaboratory.com
#coworking #colabinspire