This document discusses target personas and marketing strategies for a new coworking space called Banyan Tree. It identifies three main target personas: enterprise workers, startups, and freelancers/individuals. For the coworking space, it will target startups specifically to kick off, focusing on their needs for location benefits, infrastructure, and keeping costs low. For the recreational space, it will target employees, performers, and external attendees. The marketing strategy focuses heavily on digital interventions like search, display ads, and social media to generate leads. It also proposes holding events, workshops and sessions at the space to drive engagement and establish it as a hub for entrepreneurial activity in the local community.

1. Banyan Tree
Assignment 2

2. Target
Personas
What is the addressable audience?
1

3. Target Personas for Co Working
Space
Enterprise Workers
Employees at
global, Fortune500
Companies or
listed Public &
Private entities.
reduced costs,
Motivation:
Location Benefits
Flexibility
Startups
Budding
organisations and
enterprises –
bootstrapped,
funded or just
starting out
Needs:
Location Benefits
Infrastructural
Needs
Keeping costs low
Freelancers/
Individuals
Designers, writers,
freelancers. Self –
Employed
consultants,
trainers, legal &
accounting
services.
Benefits:
Convenience
Cost
3
The three personas might have a similar array of needs but their user journeys
are distinct – a larger enterprise is looking to cut down costs while improving
employee experience, while a startup needs the support provided by a
coworking space. An individual employee is a beneficiary because the space
allows all the perks of an office space.

4. Target Personas for
Recreational Space
Employees
A space for all
employees to
rejuvenate, relax
and network.
Performers
Could be either
internal or
external. Individual
or group.
Attendees
External invitees
who attend the
events in a
personal capacity.
4
As the epicenter of the community – the recreational space invites both
members of the community and an external audience.

5. Go To
Market
Kicking It Off
2

6. Market
Overview
6
1 2 3

7. 7

8. 8
Enterprise
Clients are the
largest
addressable
persona
followed by
start-ups with
freelance
employees
bringing up the
rear
Comment: The sum for Bangalore is
incorrect in the graph shared in the
research paper. Since our market is
NCR, have ignored the same.

9. Launch
Go to market with a proposition tailored for startups.
While enterprise clients are the mainstay for most
organized coworking spaces, targeting and
positioning Banyan Tree as the place for startups to
kick off can be a great beginning point.
Essentially an epicenter of entrepreneurial activity.
Market Size:
India is the 3rd largest startup hub in the world, with a
total employee base of a million along with huge
freelancer workforce in excess of 15 million
professionals.
9

10. “
Our client is someone
starting, bootstrapping,
incubating or deepening
their start up journey.
Someone part of the gig
economy more than the
organised workforce
10

11. Positioning
￮ Lower Rentals
￮ Paving way for disruption
￮ Young, Innovative, Exciting
11
￮ User, Initiator & Buyer in the transaction
process for smaller players are the
same leading to closing the loop
￮ In need of coworking spaces with
bundled services to grow unlike
enterprise accounts with alternatives
Rationale

12. Benefit – Led,
Rationale
Value
Proposition:
Banyan Tree
12
Expand,
Partner,
Network
GROW
Cost
Effective
Don’t
Wait,
Start
Now
Collaborate
Easily

13. Brand
Identity
Creating a niche
3

14. BRAND IDENTITY

15. “Space to Grow”
Linguistic Brand Identity
Connote a nurturing,
warm and welcoming
which is ideal for
progressing &
expanding.
Consistency with the
Brand Name of ‘Banyan
Tree’ & focus on a mix of
recreational & work
space.
Visual Brand Identity
Earthy tones juxtaposed
with Energy driven
colours
An edgier &
contemporary visual
appeal of the Banyan
tree which symbolically
connotes immortality &
wish fulfilment and is a
very ‘Indian’ imagery.
15

16. 16
Brand Values:
Progressiveness,
Helpful,
Independent,
Partner, Enabler,
Rooted & Generous
Discriminator:
Playful communal
environment for
start-ups &
freelancers
Target Group:
Start-ups, Millennial
Workforce,
Independent
Employees, Tapping
in Generational Shift
Reason To Believe:
A community driven
collaborative space
that doesn’t just give
you room to work but
to grow
Need – Gap:
A space for businesses
where attracting,
retaining & enabling
talent is easy

17. Marketing
Interventions
Mainline
Events
Digital
4

18. Digital First
Strategy
Intercept, Engage & Convert Users Online
Marketing Interventions based around
pain points
“We are a collaborative workspace where you can grow
your workforce”
“Book your next Investor Meeting From Your Desk”
“Don’t design for your clients. Design with them at Banyan
Tree”
18

19. Step 1
Be Where Your
Customers Are
19
Invest in Search
Advertising, Google My
Business & SEO
Google Display Network
Ads
Facebook Ads
LinkedIN Ads
Publisher Ads
Emailers
Objective: B2B Lead
Generation

20. Close the loop on the User’s
Journey
20
Step 2
Build an optimized
landing page where the
user can clearly
understand, see & walk –
through the Banyan Tree
experience

21. Step 3
Follow with Digital Communities Online.
Tap into architecture, office & lifestyle influencers
to show them working at Banyan Tree
Create platforms for interviews & engagement
with start up founders.
Show off Members online through weekly
testimonials
21
👤👦👧👨
👩👪💃🏃

22. Events:
Engaging Acquired Members
Space on Hire
Activities
Exhibition & Pop
Up Stores
Wednesday
Bazaars
Thematic Weekly
Flea Markets
BYOB Mixers
Friday Destress
Sessions for
Networking &
interactions
22
Sampling/Testing
Feedback
Sessions from
the Community.
Music/Stand Up
Comedy
Public Events to
drive footfalls
Workshops
Everything from
Maker’s to
Manger’s Asylum

23. Innovation Hubs
Create an ecosystem for
entreprenurial activity thematically:
- Events
- Conversations
- Visual Signage
- Hackathons
- Talks
“Promote Innovation Hub
Conversations at Banyan Tree
creating Walk – Ins & generating
interest.”
23

24. 24
Host Events
Rent out to sessions,
art galleries, local pop-
up boutiques, band
competitions,
entrepreneur
conferences,
photography sessions,
food joints with an
intention to establish
Banyan Tree as a “go-
to place”.
Talking to the Local
Community
Performer Referrals
Participated in a
recreational event at
Banyan Tree & want to
avail our desk
services? Get
promotional discounts
of X% off
Create touch points
Host Events or create
touch points where the
local community can
walk-in: Food-tasting
sessions, Donation
Drive, Bring your pet
Day.
Free Trials for a few
days.

25. Ambush Marketing
Use creatives in/out of
cafes where people
typically work saying –
“An Office is more than
just free Wi-Fi, collect
your coffee here &
head to the Banyan
Tree”
Marketing
Interventions
Moment Marketing
Leverage trending
elements to create
communication in the
community & online to
drive traction.
25

26. Follow with Mainline
Radio Advertising
Create spots & RJ
Mentions that
leverage
coworking
benefits – “Still
travelling to work?
Find space to
grow NEAR you at
Banyan Tree.”
Outdoor
Provocative
Messaging at
strategic
Locations such as
colleges, and
office areas.
26
Launch Campaign
We are here in the
catchment with
Radio/Outdoor &
Print Inserts as well
as through
Interest based
Emailers, Pincode
SMS

27. Fin.
27