THE SITUATION

Opening their first location at the end of 2019, Folio Offices didn’t know that the way people worked was about to change forever. Located in a suburban downtown outside of Detroit, the owners’ vision was to fill the space with small business owners and remote employees who work hard, have grit, and hustle day and night.

When it came to their brand, they had the basics - a logo, an informal website, and cool coffee cups. The brand was missing key components that connected it to their ideal customer: a defined personality, market positioning, and a messaging strategy.

THE WORK WE DID

• Ongoing research including competitor, trend, industry, and consumer which was changing by the day due to the pandemic.

• Built a strategy to match business goals including a second location.

• Facilitated a workshop with the owners to uncover the personality traits, differentiators, value proposition, and opportunities.

Plot Twist. In 2021, data and trends showed that people were burning out. The hustle mentality was losing it’s appeal and instead business owners were craving flexibility and rest, and the employees were looking to turn work off at 5 p.m. We took these findings and recrafted the Folio message from “Hustle, Grind, Build”, to an environment where productivity, focused work time, allowed people to separate work from home more purposefully.

The research + the brand platform + the trend insights helped us construct their new promise to the world, “Your purpose is our purpose.” From here, we created a brand story, messaging matrix, acquisition and retention plan, and more.

THE IMPACT OF THE WORK

• A brand platform that provided consistency and clarity for messaging that spoke to their ideal members, used in email marketing, social media, and internal messaging. 

• A retention plan to support their current members that included satisfaction surveys, small physical updates to the space, and a monthly newsletter.

• Enhanced the new member experience with a welcome packet, new member guide, and email campaign.

• A marketing plan for the opening of their second location.

• Brought the brand personality into the physical spaces.

• Worked with their web developer on UX and brand messaging. 

• Created visual elements to support the existing logo.

CLIENT SUCCESS

• From 2022 - 2023, Folio offices have maintained a 100% capacity for their offices, 100% capacity for their dedicated desks, and over 90% for open seating members.

• A 2023 EOY satisfaction survey showed that 99% of their members were more productive, 98% weren’t distracted, and 97% noticed an improvement in their business or position since becoming a member.

• A 94% member renewal rate in 2023.