Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

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Connect with Kevin

Website: https://everspaces.com
LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca
LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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We’re giving away some of our secret sauce, and coworking newsletters are the flavor of the week.

Why?

Most coworking newsletters fall into one of two traps: they're either too salesy (every email is a promo) or too generic (corporate content that could come from anywhere). The best ones do something different.

In Episode 19, we break down what makes a coworking newsletter actually worth opening, including the formula we use with clients and what we've learned from studying the operators doing it right.

We dig into:

• Why big players (we don’t like to name names but… we did) miss the mark with their newsletters, and what indie operators can learn from their mistakes
• The 80/20 rule for multi-location newsletters: 80% centralized brand content that works everywhere, 20% localized to make it feel personal and relevant
• How to segment your list so prospects and members get the same core content but tailored for where they are in their journey (and why one newsletter to everyone usually works better than you think)
• Newsletter ingredients that actually drive engagement, like job boards, member spotlights, event listings, upcoming availabilities, and curated resources, plus how to balance value with promotion
• List hygiene and tagging strategy so you can send hyper-targeted emails based on status, location, and services (plus how to retroactively fix a messy 20,000-person list)
• Frequency vs. quality, plus why monthly is the minimum and how to make every send valuable enough that people actually look forward to opening it
• The books you need to read right now: Nobody Wants to Read Your Sh!t by Steven Pressfield; Jab, Jab, Jab, Right Hook by Gary Vaynerchuk; and Youtility by Jay Baer

Plus, we discuss the newsletters we love, including East Room, The Root, Central Office, Launch Workplaces, Shift Workspaces, 25N, This Week in Coworking (Hector Kolonas), Cat Johnson, and Everything Coworking (Jamie Russo)

To expand on why those newsletters work, we've also put together a video teardown of our favorite coworking newsletters that you can find in our resource center (coworking.marketing/resources)

If you're running a coworking newsletter (or thinking about starting one), this one's packed with tactical insights you can actually use.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

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Connect with Jackie

Website: https://pacificworkplaces.com/
LinkedIn: https://www.linkedin.com/in/jaclynlatragna/

Connect with Kevin

Website: https://everspaces.com
LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca
LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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Managing marketing for 16 locations with a three-person team takes a great strategy. Jackie Latragna has it dialed in, and it's not smoke and mirrors. It's systems, smart delegation, and knowing when to let AI do a lot of the heavy lifting.

Jackie is the CMO of Pacific Workplaces, overseeing coworking centers across California and Nevada.

And, with her team, she’s increased wins by ~33% year over year while driving down cost per acquisition.

So, how does a lean marketing team manage that many locations and still deliver results? That's what we dug into in Episode 18.

In this one, Jackie breaks down her approach to multi-location marketing:

• How Pac treats each location as an individual "micro market" and why Jackie sits down with every community manager annually to understand what's changed in their specific market
• The meeting structure that keeps everyone aligned, including weekly marketing calls with directors who each oversee 4-5 centers, plus monthly roundtables with all community managers to discuss everything from event planning to member expectations (and how she avoids “death by meetings”)
• How they use AI extensively (including Uniti for sales alongside ChatGPT, Claude, and Perplexity for content)
• Why Pac deliberately positions centers near courthouses and capital buildings, and how that site selection naturally led them to niche down on attorneys, CPAs, and financial professionals (in turn creating insane member retention of 15 to 20 years)
• How they stay flexible as their markets evolve (San Francisco has been shifting from attorneys to tech startups and AI companies)
• The budget reallocation strategy that changed everything, including cutting $20k from brand awareness tools like TrustPilot and redirecting it to lead generation, which reduced their cost per acquisition while increasing conversions
• How some directors centralize sales while others have community managers handle it based on what makes geographic sense, and why that flexibility matters when you're managing markets as spread out as San Jose to Las Vegas
• How they balance centralized brand consistency with location-level autonomy, and why getting community managers heavily involved in the marketing process is essential to making it all work

If you're managing multiple locations, trying to scale marketing without scaling headcount, or wondering how to use AI to supercharge your processes and results, this one's for you.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.

🔔 Hit subscribe to make sure you don't miss an episode.

Check us out on YouTube

https://youtube.com/@CoworkingMarketing

Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️

https://coworking.marketing/resources

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Connect with Josh

Website: https://cobaltworkspace.com/
Email: josh at cobaltworkspace dot com

Connect with Kevin

Website: https://everspaces.com
LinkedIn: https://www.linkedin.com/in/whelankevin/

Connect with Taylor

Website: https://www.talemaker.ca
LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/

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Most coworking operators lease a space and hope for the best, but Josh Mente has started buying the whole block.

Josh isn't just the founder of Co-Balt Workspace. He's a seasoned real estate investor playing a real-life game of Monopoly in Hampden, one of Baltimore's most eclectic neighborhoods.

He's buying properties and filling them with businesses that all support each other (including his coworking space) with a long-term real estate play driving the whole strategy.

His approach isn't random. It's calculated, community-focused, and designed to create value on multiple levels at once.

In Episode 17, we dig into how Josh built Co-Balt and the ecosystem around it:

• The community-oriented marketing approach Josh used to embed Co-Balt into Hampden's fabric and build awareness through genuine neighborhood engagement
• How Josh approached building his coworking business with a real estate investor's mindset, thinking in decades rather than quarters
• His "outsourced amenities" model and how Josh's other properties, like Hampden Yards (his beer garden next door to Co-Balt) add extra value for Co-Balt members while also acting as community hotspots
• The trials and tribulations of opening a second location and what Josh has learned about expansion
• How Josh marketed Co-Balt to full capacity with a waitlist, and the levers he can pull when he wants to reactivate his funnel or expand his market if he opens a second location in a new neighborhood
• How and why Josh pivoted away from being the face of his business, and what changed when he let the brand speak for him in the community
• The traditional coworking arbitrage play, plus why Josh always advises coworking operators to buy their spaces whenever possible, and how ownership changes the economics and long-term value creation of the entire model

If you've ever wondered what it looks like to think beyond coworking as just an office space business and use it as part of a bigger real estate and community-building strategy, this one's essential.

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About 2 Marketers and a Coworking Podcast

Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.

🔔 Hit subscribe to make sure you don't miss an episode.