Moss Wellness:
marketing a co-working space to people who hate marketing
Self-employed designers and remote workers (Moss Wellness's actual audience) are the people most allergic to marketing emails. The brief was to get them to book a workspace.
I built a segmented campaign for two audiences. The day-pass curious got one version; recurring members got another. The day-pass version led with the room, not the brand. The recurring-member version led with a perk the member hadn't used yet. The visual treatment was quiet on purpose: wide negative space, real photography of empty desks, no exclamation points, no "elevated wellness experience" headlines.
Booking rate from members who got the second-tier email jumped by 20%.
marketing a co-working space to people who hate marketing
Self-employed designers and remote workers (Moss Wellness's actual audience) are the people most allergic to marketing emails. The brief was to get them to book a workspace.
I built a segmented campaign for two audiences. The day-pass curious got one version; recurring members got another. The day-pass version led with the room, not the brand. The recurring-member version led with a perk the member hadn't used yet. The visual treatment was quiet on purpose: wide negative space, real photography of empty desks, no exclamation points, no "elevated wellness experience" headlines.
Booking rate from members who got the second-tier email jumped by 20%.
