Re: Strategic Partnership/Sponsorship Package Help

[Jon Stever, The Office RW]

Alexa, congrats on the new job. 

We'd be really interested to hear what others are doing in this space as well.  We've not had time to work on this yet, but we're considering a few areas of sponsorship:

1. telecomms - phone internet

2. couriers - group discounts with a courier for members

3. hotels

On Saturday, 26 January 2013 00:42:29 UTC+2, Alexa Lightner wrote:

Hi all,

I'm new to the coworking community and just started a job at Workbar in Boston. One of my first projects is putting together a sponsorship/strategic partnership package to attract higher-end sponsors (we have several snack sponsors and several partners that offer discounts, but we're looking to get a bit more serious and target larger, more serious corporations like cell phone providers and tech corporations). Any suggestions for approaching this? If anyone is willing to share a template they use, that would be amazingly helpful, but I could use any advice you have.

I'm excited to be part of this community!

Happy coworking,

Alexa

[Jon Stever, The Office RW]

Accidentally sent that unfinished. 

...Hotels, Gyms, Restaurants, Banks.   Any other areas with a natural fit for group discounts and partnerships?

[Mojo]

Hi Alexa,

Late last year I began putting together a national "COWORK-NETWORK" and I've been making initial contacts with a few coworking space owners ... as well as national sponsors like Intel, Acer, Converse, Cartoon Network, Runa Tea and a few others.  My background is marketing & promotions (I run a advertising agency called Native Marketing - that is based out of Mojo Coworking).  

I hadn't gotten around to connecting yet with the WorkBar folks, but it seems like you'll be the person to talk to.  Can we set up a time next week to connect live?

My overall plan is for Native Marketing to establish a one-stop shop for Fortune 500 brand activation through coworking spaces in the US.   I'm shooting to have the business plan finalized to bring to GCUC.  Looking forward to connecting.

Craig

[Craig Baute - Creative Density Coworking]

I've been thinking a lot about this idea as well because it sounds as a way to generate new revenue for spaces while benefiting the members by exposing them to new and relevant products. My take on it was building a network of spaces and coworkers and offer them specials or discounts on software and tools many coworkers use on a central site like a coworking marketplace. I think national brands would be a nice addition as long as there is a benefit to the coworkers and not just revenue to the space owners. I would just hate to become a billboard.

Craig

[Mojo]

Hi Bonnie,

The cowork-network concept is being built out now.  The business plan should be complete by GCUC and I'm hoping to rally some space owners/managers who would like to be involved.  Since each coworking space is vastly different, I'm exploring ideas for unifying the experience and/or tiering the offering for sponsors.  Most/many of the larger sponsors want "scale" ... we have to find a way to have some scale, but convince the sponsor that the depth of the experience is more valuable in this case.

Will you be at GCUC?  If so, let's connect.  If not - we can get on a phone call in the hear future.  I'd be interesting in hearing your thoughts.

Best,

Craig Mc

On Sunday, January 27, 2013 11:48:09 PM UTC-5, Bonnie Rogers wrote:

Hi Craig,

Have you established your Cowork-Network as mentioned below? 

Bonnie

[Craig Baute - Creative Density Coworking]

I think involving spaces and encouraging their members, while openning it up to members to sign up directly, would be the best way to scale the exposure. I know Denver has about 6 spaces and a total of 200 coworkers or so. If you can offer a sponsorship that is beneficial to people then will sign up and your membership will scale quickly. It then seems like a great service tailored to us.

I also got a call a while ago about a company wanting to put sponsored coffee, office material, and a sign at the space. I was open to the idea if the money was right because I intended to then use some of the money for happy hours and snacks at the space. If you get several space owners, say 50 to 100 owners equaling a targeted 1500 to 3000 coworkers, that are willing to put some sponsored stuff that benefits the space then you could also obtain scale.

I would love to hear your bigger plans Mojo Craig.

Craig - Creative Density

[Shenoa Lawrence]

We just launched a new sponsorship program at Room to Think, the overview is on page 3 of our brochure:
https://www.dropbox.com/s/0zkbywiguunc9cw/RoomToThinkRocks.pdf

We had concerns about limiting the number of sponsorships, while making sure there was a variety of avenues of support.  It's a brand new program, so I can't speak to it's success just yet.

Would anyone be interested in doing a Google+ Hangout discussion around this topic?  I'm game for setting it up if a few are interested.  Email me if you like and we'll arrange a time.

Shenoa Lawrence
Room to Think
http://rm2think.com

[Posh CoWorking]

Alexa,
This sounds like something that would benefit our community as well. I am in the process of launching a women focused cowork space in Atx. A conversation to exucate me would rock if u have the time.
Best,
Blossom
Blo...@poshcoworking.com

[Tom Lewis]

Thanks for sharing this, sponsorship is something we've struggled with a bit, even though people have offered (how very British of us not to accept straight away!).  I like how you've done it, and we're going to discuss these kinds of sponsorship levels/approaches

Cheers

Tom

[Tom Lewis]

We're about to open our space, and though we're heavily funded capital wise (via a grant), we're not getting any public help with operational spend, so we're going to be really top heavy- lots of cool kit and shiny furniture, but we need to make things add up ourselves day to day.

*Here's where we are so far*

-We started by getting a large local law firm to give us free advice in return for being a sponsor.  They have not only negotiated the lease for us, but also the operating agreement, and even setting up the not for profit company for us.  They have connected us to so many useful people, and have also written about us in their lifestyle magazine which has brought us a lot of new enquires.

-We then approached the local telcoms company, and they are now doing our 100mb fibre and all the kit (£30k) worth to manage it- all at cost, in return for them being another sponsor

-We also approached both universities, and one of them has gone for a deal where they effectively pay upfront for 2 memberships which students can use, any students on relevant courses (we're a tech and creative focused hub)- but only 2 students max at any one time.  I see this as a great way of getting fresh new talent into the place and hopefully helping to stop it being too cliquey

-We've built a list of local high net worth individuals, and high profile companies.  Some seem interested but most we've not had time to contact/ follow up, some have offered kit for free, some want to talk about access to members in return for sponsorship (something I'm wary of, our community isn't for sale in that way)

-We've agreed terms with a UK zipcar type company for a corporate membership where anyone can use their cars in the city (our rfid tech works with theirs, so members can use their hub card, how cool is that?!)

-We've also been in touch with a large regional funding body, who have told us that we should bid into a £25m pot of money- we would intend to bid to effectively give free memberships to minorities and special interest groups (over 50s, return to work mums, people facing redundancy, young people with great ideas and no money etc etc)

-We're also doing stuff like offering founder memberships to people who pay for a year upfront when we open- and giving these guys a black RFID card, and promising never to do that again, so they are the founders, and always will be until they leave, we'll never issue any more black cards

*Stuff we are considering*

-People have offered to sponsor individual bits of kit (water cooler etc)

-We're looking at doing engraved bricks or paving, where for £500 companies can show their logo

-We want more companies with useful services to come and give those services (or kit)- eg we want to approach a local bike shop for a free hub bike

[Alexa Lightner]

Thank you, Shenoa, that was exactly the kind of resource I was looking for. Things are crazy here, as I'm sure they are for you, but I'd love to jump in on a Google Hangout if I can find the time!

[Jenny Li]

That's very impressive!  Thanks a lot for sharing Tom.  

[Shenoa Lawrence]

As a follow up to our new sponsor program, I'd like to share the day's events. We decided to hold a Public Thanking for our new "Coworking Champion Sponsor," a great local tech company called &yet.

All decked out in our Room to Think shirts, we invaded their office and started out by recreating the Say Anything boombox scene. This drew the employees out of their offices, and the stragglers were met with a few short airhorn blasts. We followed with a "For They're a Jolly Good Sponsor" cheer, and a "Hip, Hip, AND YET!"  I read a short, but very sweet thank you message, and then we rounded it all out with hugs and high fives.

Their response: https://twitter.com/andyet/status/298883576827617280
Our follow up: https://plus.google.com/u/0/111971900132549743786/posts

I wanted to share this story, because we put a lot of thought into what would appeal to them and their company culture.  This is a company that put on a conference this fall where conference attendees rode school buses to the venue and was greeted with a marching band. Silly and spectacular is the best way to describe them. It's a value set our coworking group shares, so we decided to thank them in a way that only they would appreciate.

Of course, not every sponsor is going to get the same treatment, but we plan to do a little something special for everyone.  And before you ask, we did coordinate with an inside lady so we didn't interrupt them at a bad time.

It went over extremely well!  My advice is this: if you decide to show someone you love them, skip the flowers and chocolates stereotype and go for something with special meaning.

PS - email shenoa....@gmail.com and let me know what days/times might work if you want to do a G+ Hangout on Sponsor Development.

[TCS]

So cool. Saying thanks is a lost art in today's grab gift card and cheesy greeting card approach.  Impressed and inspired.  Props!

Chad

Chad Ballantyne

705.812.0689

ch...@thecreativespace.ca

Barrie's Coworking Community

Perfect for small businesses, startups and entrepreneurs.

12 Dunlop St E, Barrie Ontario, L4M 1A3

Memberships start at $25/mth

www.thecreativespace.ca

705-812-0689

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[Alex Hillman]

Shenoa, I love this. Brilliantly executed, and great advice in coworking and in life!

I didn't realize &yet was local to you - they're great people, it makes me so happy to see this kind of connection taking place :)

-Alex

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coworking in philadelphia

[Mojo]

Hi Craig,

Plans are expanding and solidifying for a national coworking sponsorship activation network we're calling Co-Activate.  A big part of the value to major (coworker-appropriate) sponsors will be both scale and "value" of the coworking members.  To that end, I have a hypothesis that I'd like to prove or disprove and would like to ask for some help from this group. I've put together a short survey to collect some data that will show the levels of social networking among coworking members. My belief is that coworkers are great connectors, influencers and opinion leaders ... this survey will help establish some level of empirical evidence.  If this is the case, then the "value" of a sponsor activating their message among coworkers INCREASES exponentially.

My request is that anyone in this thread please forward the attached link to your members and ask them to fill out this anonymous survey. My goal will be to present results at GCUC as part of an unconference conversation. Note that at this point, we are only looking to survey North American coworkers, but will likely expand internationally as a future phase.  

Here is the survey link.  We'd like to have as many surveys as possible completed in the next 2 weeks.

https://docs.google.com/forms/d/1WJQfLmqxCRYwfHaVSuw3-VLLQEYl-AXfZzNobgEeWDY/viewform

If anyone has questions, please don't hesitate to message or call me directly - 828-398-1840. Thanks!

Craig Mc

[Kevin Penstock]

Hi Craig,

I see this post was back in Feb 2013. How is your Co-Active project going?  Our coworking space at The Profile in Vancouver BC was established in 2009 and we are just starting to explore sponsorship with a tremendous response.  We've completed an interesting sponsorship program and excited to share it..  We are talking to nationals but it makes sense to join something that you are talking about.  

Let me know if it's running.

best

Kevin - The Profile

[Tremayne Tatem]

Hi Shenoa,

I hope you are having a good day. I wanted to touch base with you regarding the sponsorship program brochure that you created for Rm2Think. I am starting a co-working space on the east coast and thought the document was a good reference. Recently, I tried to download but was told to reach out to the owner for new file. Is it possible to send me a copy of that file.

If so, that would be great.

Looking forward to hearing back from you.

On Wednesday, January 30, 2013 6:53:35 PM UTC-5, Shenoa Lawrence wrote:

[Shenoa Lawrence]

Tremayne,

No problem, the document is attached.  Good luck to you!

Shenoa Lawrence

Cell: 707-486-2716

Web: shenoalawrence.com

he...@shenoalawrence.com <-- new email!

[Tremayne Tatem]

I really appreciate it!

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