Overview
Convene wanted to leverage its success in the events and conference venue business (“Meetings”) to build a new offering in the workspace-as-a-service sector. It raised significant capital from ArrowMark, BlackRock, Brookfield and Durst to fund this major brand extension and needed help bringing this concept to life.
The Approach
Gather worked with the full complement of the Convene C-suite to ensure a comprehensive and coordinated effort from the entire company, inclusive of the heads of marketing, product, architecture and design, strategy, and sales. Gather used its Rev-ID process to develop the strategy around audience segmentation and worked alongside the leadership team to launch a new product “WorkPlace”. Gather’s work also included a competitive market analysis, target persona creation, the development of a new go-to-market strategy and organizational/process re-design. Gather also helped define what kinds of employees Convene should hire based on behavioral traits and how to define and structure sales with their new teams.
The Impact
In a significantly competitive market with similar emerging product offerings from WeWork, Knotel, and Regus – Gather worked with Conveneto take a targeted approach to set the company apart as the premium product in the category. Convene launched its new product: “WorkPlace” at its new flagship location – 101 Greenwich Street, in New York City, which is now 100% occupied. This new product has been rolled out to an additional 10 spaces, nationally and internationally with similar trajectory of occupancy rates.