In 2018, I interviewed for a product marketing role at Meetups at WeWork. Naturally, the interview had a take home assignment, which was "show us how you would think about marketing Meetups at WeWork". My completed assignment is below. I hope this helps anyone interviewing at Meetup.

1. MEETUPS AT WEWORK MARKETING PLAN
JON CHANG

2. The purpose of this presentation is to guide conversations about marketing for the business
unit Meetups at WeWork. It’s divided into three main sections:
● Foundation & framework
● Roadmap
● Example campaign and activation
2
OVERVIEW

3. 25,000 Meetups at WeWork in 2018
BRAND ACQUISITION* RETENTION
Engagement with Meetups
at WeWork (digital and
physical)
Organizers provide
explicit actions to show
interest in Meetups at
WeWork
Continuous use of
Meetups at WeWork
Notable PR moments
Social AMAs
Peer-to-peer
Engaging content
Email drips
Partnerships
Events
Community management
Lifecycle emails
Peer-to-peer
3
MARKETING BUCKETS
TACTICS
KEY RESULTS
OBJECTIVE
WHAT: OBJECTIVES AND KEY RESULTS
*Plan doesn’t include paid marketing or advertising

4. PROBLEM STATEMENT
Achieve short-term user growth while also preparing for long-term, scalable growth.
SOLUTION STATEMENT
Champion a core group of Meetup organizers as the centerpiece of a long-term marketing plan, which
builds them into thought leaders, makes WeW0rk locations a physical resources hub, and provides
collaboration opportunities with other organizers.
● Activate the core group in 2018
● Provide opportunities for them to extend the community in 2019
4
WHAT: OBJECTIVES AND KEY RESULTS

5. To most effectively market Meetups at WeWork, the foundational audience segments will all include
Meetup type, location, size, time, and season. Layered on top of those segments are
characteristics indicating best match for WeWork facilities and amenities.
• Small-sized Meetups
• Meets outside of peak WeWork member
hours
• Organizers need and understand main
values of Meetups at WeWork
5
Immediate, regular application Special, infrequent occasions
• Pop ups
• Trainings
• Rain sites
WHO: AUDIENCES

6. Arts & Culture
Book Clubs
Career & Business
Community & Environment
Education & Learning
Fashion & Beauty
Games
Health & Wellbeing
Hobbies & Crafts
LGBT
Language & Ethnic Identity
Lifestyle
Cars & Motorcycles
Dancing
Fitness
Food & Drink
Movies & Film
Music
Outdoors & Adventure
Pets & Animals
Socializing
Sports & Recreation
6
WHO: AUDIENCES
Movements & Politics
New Age & Spirituality
Paranormal
Parents & Family
Photography
Religion & Beliefs
Sci-Fi & Fantasy
Singles
Support
Tech
Writing
Immediate, regular application Special, infrequent occasions

7. Do more of what matters to you
GROW YOUR PASSIONS TO GROW OTHERS’ PASSIONS
ORGANIZER COMMUNITY FACILITIES & AMENITIES LEVEL UP
Collaborative
Engaging
Reliable
Comprehensive
Stewardship
Inspiring
Organizers like you, all in
“one place”
Never again worry about
amenities
Be a steward of yourself,
your Meetup, and the
entire Meetup community
Largest community of
organizers
WeWork award-winning
facilities
Digital and physical
opportunities to grow
7
PILLARS
POSITIONING
ATTRIBUTES
BRAND BIG IDEA
PROOF POINTS
PRODUCT BIG IDEA
WHY: BRAND MESSAGING

8. 1. AWARENESS
They know Meetups are hosted at WeWork
2. CONSIDERATION
They understand why it’s valuable
3. EVALUATION
They get a taste of the experience
4. CONVERSION
They get the full experience
5. RETENTION
They do it again, love it, and advocate
8
HOW: USER JOURNEY OVERVIEW
1.
2.
3.
4.
5.
LOYALTY
INITIAL CONVERSION
Much like dating, converting organizers requires
multiple dates (outer loop) and eventually being
in a relationship (inner loop).

9. EVALUATION
“I’ve experienced
Meetups at
WeWork”
AWARENESS
“I know Meetups are
hosted at WeWork”
RETENTION
“Hosting my
Meetup at WeWork
is the best.”
CONVERSION
“I’ve organized a
Meetup at a
WeWork”
CONSIDERATION
“I understand the
values of Meetups at
WeWork”
Attend a Meetup at
WeWork
Messaging to
current lists of
Meetup organizers
Private Slack groupBooking productEducational drips
Trainings (live and
recorded)
Press coverage of
notable
partnerships and
events
Meetup tag on
Creators
Onboarding
marketing flow
Meetup content on
Creators
HOW: USER JOURNEY APPLICATION
9

10. DECEMBER
Meetup Mashup
Prepare for 2019 paid promotion
Assess need for key hires
2019 TBD
WHEN: 2018 ROADMAP TO 25,000
JULY
Launch training portal on subdomain
Foundational user research
Build marketing onboarding flows
SEPTEMBER
US Beta Summits
Start weekly AMAs
Introduce YouTube and Slideshare
NOVEMBER
Holiday fare/fair
Build Slack Bots
Build email automation
AUGUST
Beta Slack Channel
Meetup tag on Creators
Announce key partnerships
OCTOBER
International Summits
Holiday organizing training
Full Slack Channel launch
10

11. Champion a core group of Meetup organizers as the centerpiece of a long-term marketing plan, which
builds them into thought leaders, makes WeW0rk locations a physical resources hub, and provides
collaboration opportunities with other organizers.
CORE COMPONENTS
● Meetups at WeWork regional one day summits for organizers
● Creators, AMA, and Slack thought leadership opportunities
● Digital and physical “hubs” for organizers (subdomain portal and physical locations)
11
HOW: EXAMPLE CAMPAIGN

12. ● Activate the necessary amount of organizers to achieve 25,000 Meetups at WeWork in 2018 by
hosting events at WeWork locations for them and offering hand-held experiencecs, then cultivate a
core group of enthused and engaged organizers to create and be the “face” of Meetups at WeWork,
including thought leadership content about their disciplines posted onto Creators, training materials,
and live AMAs.
● That core group will be invited to a “beta” Slack Channel for Meetups at WeWork, which will be the
initial planning hub for a Meetup organizers one day summit. The summit will also generate recorded
content and press opportunities.
● The content will be livestreamed at the summit, which will generate additional global leads for
organizers who want to organize at a WeWork.
● The main repository for this content will be a wework.meetup.com subdomain
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HOW: EXAMPLE CAMPAIGN

13. 13
HOW: EXAMPLE CAMPAIGN
Example of a lead gen
email drip

14. THANK YOU
JON CHANG