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  • Design
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    Designing with Insight and Intention: Uncovering Behavioral and Functional Needs

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    JLL’s New Future Of Work Survey: The Next Few Years Are Crucial For Commercial Real Estate

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    • Human Resources (HR)
    • Hybrid Work
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  • Business
    Adapt Or Die: Future-Proof Your Business With These Essential Tips

    Adapt Or Die: Future-Proof Your Business With These Essential Tips

    Adaptable Hybrid Work Approach Crucial for Employee Retention

    Adaptable Hybrid Work Approach Crucial for Employee Retention

    10 Changes Your Organization Must Make To Succeed This Year

    10 Changes Your Organization Must Make To Succeed This Year

    Do Pay Transparency Laws Actually Matter

    Do Pay Transparency Laws Actually Matter?

    Evaluating the Effectiveness of Hybrid Work Models and Office Reintegration

    Evaluating the Effectiveness of Hybrid Work Models and Office Reintegration

    Establish An Effective Hybrid Work Environment In 6 Steps

    Establish An Effective Hybrid Work Environment In 6 Steps

    IWG Selling The Crown Jewels? You Would Think So Judging By The Asking Price

    IWG Selling The Crown Jewels? You Would Think So Judging By The Asking Price

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    The Million Dollar-Mistake Businesses In California Cannot Afford To Make: Compliance Deadline Approaching!

    How Africa’s Economy will Harness Digital Tech in the Future of Work

    How Africa’s Economy will Harness Digital Tech in the Future of Work

  • Work-life
    Astonishing Deficit in Hybrid Work Protocol Confirmed by Recent Studies

    Astonishing Deficit in Hybrid Work Protocol Confirmed by Recent Studies

    Driving Sustainable Change: Advice for Facilities Managers

    Driving Sustainable Change: Advice for Facilities Managers

    How To Strengthen Your Workforce: Cultivate Growth Opportunities For Women

    How To Strengthen Your Workforce: Cultivate Growth Opportunities For Women

    Build The Best Work Playlist: 8 Songs To Avoid And 10 To Blast

    Build The Best Work Playlist: 8 Songs To Avoid And 10 To Blast

    Escape The Lingering Cold In These 7 Countries Perfect For Remote Work

    Escape The Lingering Cold In These 7 Countries Perfect For Remote Work

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    Say Goodbye Comfy Pants – 9 in 10 Companies Planning RTO This Year

    Remote Work Is Just E-Commerce Déjà Vu All Over Again

    Remote Work Is Just E-Commerce Déjà Vu All Over Again

    Four Days Is Enough

    Four Days Is Enough

    The CDC’s Vision For The Future Of Worker Health

    The CDC’s Vision For The Future Of Worker Health

  • Tech
    What Every Business Needs to Know About Managed Development Services

    What Every Business Needs to Know About Managed Development Services

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    Using IoT Tech Is Crucial For Office Planning And Employee Health

    Using IoT Tech Is Crucial For Office Planning And Employee Health

    Paving the Way for the Future of the Workplace With the Metaverse

    Paving the Way for the Future of the Workplace With the Metaverse

    What You Need To Know About Web3 And Finding Great Developers

    What You Need To Know About Web3 And Finding Great Developers

    The Price Of Remote Work? Your Privacy

    The Price Of Remote Work? Your Privacy

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    Should You Put Your Job On AI-Pilot Mode?

    3 Steps To Build A Three-Dimensional Hybrid Workplace

    3 Steps To Build A Three-Dimensional Hybrid Workplace

    PETER MISCOVICH

    Peter Miscovich JLL Global Future Of Work Leader | The Hybrid Workplace Evolution: Unlocking The Future Of Work

  • Design
    Designing with Insight and Intention: Uncovering Behavioral and Functional Needs

    Designing with Insight and Intention: Uncovering Behavioral and Functional Needs

    Redefining “Amenity” in the Workplace

    Redefining “Amenity” in the Workplace

    How to Design for Behavior To Create a New In-Person Working Environment

    How to Design for Behavior To Create a New In-Person Working Environment

    People-Driven Alternate Workspaces

    People-Driven Alternate Workspaces

    How Physical Spaces Shape Human Relationships and Emotional Well-Being

    How Physical Spaces Shape Human Relationships and Emotional Well-Being

    Resimercial Design Balances Comfort and Sustainability in the Office

    Resimercial Design Balances Comfort and Sustainability in the Office

    Sustainability, Well-being, and the Building Blocks of a Biophilic Workplace

    Sustainability, Well-being, and the Building Blocks of a Biophilic Workplace

    Repurposing Furniture Realizing the Environmental, Economic, and Design Benefits

    Repurposing Furniture: Realizing the Environmental, Economic, and Design Benefits

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    Designing A Better Future For The Workplace

  • Workforce
    3 Steps To Fostering Employee Engagement Through a Partnership Model

    3 Steps To Fostering Employee Engagement Through a Partnership Model

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    How To Post On Social Media About Losing Your Job

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    Hiring Internationally Doesn’t Have To Make Payroll Complicated

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    Master the Art of Hosting Engaging Virtual Meetings

    Adapt Or Die: Future-Proof Your Business With These Essential Tips

    5 Steps To Master The Hybrid Work Model

    Unmasking the Corporate Return-to-Work Fallacy A Genuine Approach to Junior Staff Development

    Unmasking the Corporate Return-to-Work Fallacy: A Genuine Approach to Junior Staff Development

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    Diplomas and Dilemmas: How 2023 Graduates Can Navigate Job Market Chaos

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    Want To Stop Employees From Walking Out The Door? Build Them A Career Ladder

    Unveiling the Hidden Potentials of Remote Work Productivity

    Unveiling the Hidden Potentials of Remote Work Productivity

  • Coworking
    Tech Check: 5 Signs Your Coworking Space Is Due For An Upgrade

    Tech Check: 5 Signs Your Coworking Space Is Due For An Upgrade

    Reaching Beyond The Desk: How Coworking Spaces Can Transform Communities

    Reaching Beyond The Desk: How Coworking Spaces Can Transform Communities

    All Good Work Partners with JLL To Support Nonprofit Organizations

    All Good Work Partners with JLL To Support Nonprofit Organizations

    We Told You So

    We Told You So

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    How the Rise of Four-Day Work Weeks Could Reshape the Coworking Industry

    How the Rise of Four-Day Work Weeks Could Reshape the Coworking Industry

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    How Coworking Spaces Can Leverage Blockchain to Enhance Their Services

    Want To Work At The Ritziest Coworking Office In The World? It’s Going To Cost You

    Want To Work At The Ritziest Coworking Office In The World? It’s Going To Cost You

    The Warehouse_ Where Coworking Meets Inspiration In The Heart Of New Orleans

    The Warehouse: Where Coworking Meets Inspiration In The Heart Of New Orleans

  • Marketing
    8 Reasons Why Sponsored Content Is Worth The Investment For Your Brand

    8 Reasons Why Sponsored Content Is Worth The Investment For Your Brand

    Instagram GenZ

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    TrueView360 Interactive Virtual Tours

    TrueView360s Interactive Virtual Tours

    2023 Future Of Work Forecast: Focus Marketing On Values and Customer Experience, Not The Product

    2023 Future Of Work Forecast: Focus Marketing On Values and Customer Experience, Not The Product

    Want Your Coworking Newsletter to Actually Convert

    Want Your Coworking Newsletter to Actually Convert? Start by Keeping It Simple, Fun, and Consistent

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    5 Pros Share How To Use Instagram To Grow Your Coworking Business

    Want To Wow Coworking Members

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    6 Free, High-Quality Photo Sites To Level Up Your Marketing

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    The Creator Economy Is Dramatically Changing Marketing Practices, Here’s Why

  • CRE
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    Rapid Work Style Shifts Are Tanking Tax Revenues — Can City Planners Catch Up?

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    3 Things CRE Players Must Do To Stay Relevant In 2023

    2023 Future Of Work Forecast: 3 Things CRE Players Must Do To Stay Relevant In 2023

    The Office Space Sector Is Projected To See A Strong Fourth Quarter In 2022

    The Office Space Sector Is Projected To See A Strong Fourth Quarter In 2022

    Meet Flex Space More Chaotic Cousin Gray Spaces

    Meet Flex Space’s More Chaotic Cousin: Gray Spaces

    The Future Of Our Offices And Our Planet Hinges On The Real Estate Industry Priorities

    The Future Of Our Offices — And Our Planet — Hinges On The Real Estate Industry’s Priorities

    JLL New Future Of Work Survey The Next Few Years Are Crucial For Commercial Real Estate (2)

    JLL’s New Future Of Work Survey: The Next Few Years Are Crucial For Commercial Real Estate

    What Is The Impact Of Hybrid Working On Space Optimization

    What Is The Impact Of Hybrid Working On Space Optimization?

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‘Coworking Campsites’ – Marketing Genius or a Label Too Far?

byJo Meunier
February 8, 2017
in Business
Reading Time: 3 mins read
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Labels. If there’s one thing the flexible workspace has in abundance, that’s it.

From serviced offices and serviced workspaces to semi-serviced offices and executive office suites, not forgetting business centres (and centers), coworking (and hyphenated co-working) spaces, shared community spaces and makerspaces, with a hot desk here and a third space there… Is it any wonder clients and members are so often baffled?

To workspace operators, all these terms mean something slightly and subtly different. To members and clients however, they likely say the same thing: “I’m confused.”

No industry is immune to the terminology struggle, and confusion certainly isn’t the intention. Instead, our industry is working to find some common ground that will enable operators to communicate more clearly with prospective clients and members, and ultimately to market to them more effectively.

And, while in some ways new labels only muddy the terminology waters, they can also inject fresh perspective and insight to help first-time clients grasp the concept more swiftly, and more precisely.

Here’s an example that may have hit the nail on the head. In an interview with Chicago Inno, a city-focused publication covering all things lifestyle and business, COCO described parts of its West Loop space as ‘office campsites’:

The West Loop space, located at 1046 W. Kinzie, offers startup suites with private offices for teams up to 10 and office “campsites” which are dedicated, separated workspaces for four, six, and eight-person teams. The idea is to cater to those who like the community (and affordability) of coworking, but want space away from the hustle and bustle of a shared work environment.

“What this meant for our Chicago space, was introducing a product that didn’t previously exist in the Chicago coworking community–campsites,” Kyle Coolbroth, CEO and co-founder of COCO, explained to Chicago Inno over email. “These campsites–dedicated group spaces that are designed to open up to the collaborative coworking areas–have been extremely popular so far and are selling better than our suites. We’ve proven that these spaces can be dedicated and open, and still drive a collaborative community.”

In this example, COCO has found a way to connect their product with the non-workspace-jargon outside world by expressing it through something that’s worlds away from a business workplace: a group of tents.

Do you love it or hate it?

Sure, as an operator, a ‘coworking campsite’ might not make any sense whatsoever. But through the eyes of a potential client, perhaps a fresh startup or a Gen Y entrepreneur who hasn’t heard of coworking or serviced offices (sadly, they exist), the visualisation of a ‘campsite’ might just click. (And let’s face it, you can’t get much closer to ‘community’ than singing songs around a campfire).

The really difficult part is putting yourself in your prospective client’s shoes and finding terms to bridge the gap. When you’re weighed down by familiar day-to-day workspace terminology, that’s incredibly challenging, particularly as you’ll never again experience your own ‘first impressions’ of flexible workspace.

It’s well worth stepping outside your industry circle from time to time and questioning the people who have only just discovered it. The best part is, they walk right into your workspace every week, perhaps every day. Every time you take a tour of your workspace or greet a walk-in, ask them how they came to know about flexible workspace.

Perhaps your first question should be, “How did you discover the concept of coworking / serviced offices?” or, “What’s your initial impression of coworking – does it live up to the name?” and so on.

What’s your preferential term for describing your workspace? And as for ‘campsites’, what’s your view? Is it one for the books or would you rather throw it on the campfire? Share your views on Twitter or Facebook.

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Tags: CoworkingMarketing
Jo Meunier

Jo Meunier

Jo is Allwork.Space's Senior Editor for the UK and Europe. Jo has worked within business centre and coworking circles since 2009, researching and contributing written features for numerous industry publications. She reports on the latest market news and delves into local issues with one main objective: to champion the flexible workspace industry and its members.

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