An integrated marketing campaign for ASPACE

• Main Author: Galvez, Kevin P.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Office buildings—Marketing; Commercial real estate—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6320; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13354/viewcontent/Galvez_Kevin_11893656_IMC_for_ASPACE_Redacted.pdf
• Institution: De La Salle University

ASPACE is the pioneer coworking space in the Philippines (ASPACE, 2020). It started as a one-man project by Matthew Morrison, a former media man who advocates for ethical value-creating start-up’s in the Philippines. ASPACE Philippines was originally set up in Salcedo Village in 2011 before nesting in Legaspi Village in 2014. According to Matthew Morrison, Manila is full of vibrancy, but there are limited work location choices in the area. His goal is to provide a home for Manila's most innovative community and save them from working in cubicles (Rappler, 2015). ASPACE Philippines currently has branches across Manila and Cebu. It provides a dependable and productive workspace, meeting rooms, and event spaces for different communities such as Arts, Creatives, Technology, and Food and Lifestyle. In addition, ASPACE has an impressive portfolio of clients and has won several awards locally and internationally (ASPACE, 2020). ASPACE Philippines falls under real-estate specifically commercial real estate primarily because it offers office spaces. Although it is considered as a commercial office space, coworking spaces are called hybrid workspaces because they do not just offer office spaces. Moreover, the global real estate market grew by 3.4% in 2019 to reach a value of $4,486,800,000. The compound annual growth rate (CAGR) of the market from 2016 to 2019 was at 2.2% (Marketline, 2020). According to Deskmag (2019), there are 22,400 coworking spaces and 2,170,000 members globally. In the Philippines setting, there are 77 coworking spaces in central business districts in Metro Manila only. A SWOT Analysis was conducted to identify opportunities for ASPACE versus its direct competitors namely Acceler8 by UnionSpace, Common Ground Work Philippines, and KMC. Due to the massive threat/consequences that the coronavirus pandemic poses to coworking spaces, ASPACE experienced a lower demand and inquiry to its products such as Dedicated Desk. A survey with 220 working professionals was conducted to understand the factors that influence them in choosing a coworking space and their insights on what would make them use coworking services in this new normal right now For this proposed Integrated Marketing Communication campaign, the bulk of the initiatives will be done digitally backed up by event formats of ASPACE. This direction is supported by our findings from the survey, where 96.9% of the respondents rated the internet as the media that they are mostly exposed to. In addition, 61.5% of them spend more than 8 hours on the internet. Moreover, the majority of the respondents prefer to hear more about coworking spaces through their official websites, social media ads, online display ads, e-newsletters, and events. This strategy is feasible because the platforms needed for this campaign are already existing in ASPACE. Furthermore, the event formats will be turned into online events bearing in mind that mass gatherings are still not possible due to COVID-19. The total budget was optimized and considered the present economic and business position of the brand.