エピソード

  • Email Newsletter Strategy for Coworking Spaces

    Email Newsletter Strategy for Coworking Spaces
    2025/12/23

    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.
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    55 分
  • Smoke, mirrors, magic, and AI: multi-location marketing with Jackie Latragna

    Smoke, mirrors, magic, and AI: multi-location marketing with Jackie Latragna
    2025/12/10

    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.
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    52 分
  • Real-life monopoly, community-building, and coworking marketing with Josh Mente

    Real-life monopoly, community-building, and coworking marketing with Josh Mente
    2025/11/19

    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

    ---------------------------------------------------------------------------------------------------------------------------

    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.
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    1 時間 4 分
  • Answering the Toughest Questions We Get Asked About Marketing

    Answering the Toughest Questions We Get Asked About Marketing
    2025/09/30
    Check us out on YouTubehttps://youtube.com/@CoworkingMarketingDownload all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️https://coworking.marketing/resources---------------------------------------------------------------------------------------------------------------------------Connect with KevinWebsite: https://everspaces.comLinkedIn: https://www.linkedin.com/in/whelankevin/Connect with TaylorWebsite: https://www.talemaker.caLinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/---------------------------------------------------------------------------------------------------------------------------What happens when two marketers try to “gotcha” each other with tough questions? Minimal prep, very few notes… just sweat, anxiety, semi-malicious intent, and a few (hopefully decent) analogies.That’s exactly what went down in Episode 16.Here are a few of the questions we threw at each other (and a sample of the analogies we leaned on):💸 How do you measure the ROI of content?Like an investment account: slow at first, then compounding until the dividends keep paying out.🎣 Does coworking sell itself, or do you need marketing?You can’t manufacture demand. You can only capture it. It’s like fishing: if you go to where the fish are already at, you’re more likely to get a bite.🎹 Why hire a content agency in the age of AI?AI is like a piano that can play any note. You still need a musician to write a great song.🧭 Why is a dialled-in strategy essential (vs. random tactics)?Resources are finite. You don’t want to be “doing marketing” without a market. A strategy helps you allocate your efforts to get the maximum payoff. 🍝 If content is “subjective,” how do you know if it’s good?Like a restaurant: people return, bring friends, and leave great reviews when it hits. Bonus note: you need to have a niche. If you go to an Italian restaurant and they only serve curry, it might not hit the mark.📍 How much of occupancy is marketing vs. location?Location matters, but being the best-kept secret doesn’t fill offices. Strategy + visibility turn a good product into one people can discover and purchase.📧 If you could only pick one channel, which one?Email. It’s like getting a phone number at a bar. You have to put your best foot forward in order to earn it, but once you have it, you’ve got a direct line open with someone who’s expecting to hear from you.🚫 What’s the most overrated tactic—and what “wisdom” should operators ignore?We call out the budget-drainers and the advice that sounds good but doesn’t move the needle.Also, the ongoing analogy arms race is heating up as Taylor finally tries to catch up to Kevin’s game. Results may vary. We’ll let you be the judge.---------------------------------------------------------------------------------------------------------------------------About 2 Marketers and a Coworking PodcastHosted 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.
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    1 時間 2 分
  • Hot Takes, Hospitality, Marketing, and the Future of Coworking [with Liz Elam and Stormy McBride]

    Hot Takes, Hospitality, Marketing, and the Future of Coworking [with Liz Elam and Stormy McBride]
    2025/09/15

    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

    ---------------------------------------------------------------------------------------------------------------------------

    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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    Hot takes. Big ideas. Bold predictions on the future of coworking from some of the leading minds in the industry. That’s what you get when you have Liz Elam and Stormy McBride on the pod. So, if you care about coworking, marketing, hospitality, or the future of the industry, you’re gonna want to watch (or listen) to this one start to finish.

    For Episode 16, we sat down with the masterminds behind GCUC to talk about where coworking is going, how they somehow keep putting on events that don’t miss, and how content and community are fueling the ride.

    We cover a lot in this one, including:

    • How they structure pre- and post-conference content to build FOMO and drive attendance
    • The GCUC content marketing flywheel, including podcasts, blogs, reels, quotes, newsletters, and community connection (and how, believe it or not, it’s actually a secondary initiative for them)
    • The tools, automations, and AI workflows that power it all
    • Why hospitality—not real estate—is the future of coworking
    • What expansion into multiple countries taught them about values and adaptability
    • The “people over property” mindset that everyone in our industry needs to embrace
    • How coworking operators can work from their playbook to market their spaces more effectively

    This one’s for anyone who wants to understand the trajectory of the coworking industry, and learn how to apply conference-caliber marketing to your local space.

    Stormy and Liz don’t just run events. They’re building a movement. And in this episode, they’re sharing the strategy behind it.

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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.
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    1 時間 7 分
  • Using Content, Data, and Tech for Smarter Marketing [with Hector Kolonas]

    Using Content, Data, and Tech for Smarter Marketing [with Hector Kolonas]
    2025/09/01

    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


    ---------------------------------------------------------------------------------------------------------------------------


    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/


    Connect with Hector


    This Week in Coworking: https://www.twic.co

    Syncaroo: https://syncaroo.com/

    LinkedIn: https://www.linkedin.com/in/inztinkt/


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    In this episode, we’re joined by Daenerys of the House Targaryen, the First of… wait, sorry, that’s not right. We’re joined by the one and only Hector Kolonas, Co-Founder of Syncaroo, Founder of Included.io, and the mind behind the coworking industry encyclopedia and newsletter, This Week in Coworking.

    This episode has it all:

    • A full spectrum of movie and TV references, from Game of Thrones to Futurama and beyond (count ‘em up!)
    • Why toilet paper is a legit KPI for member churn in coworking spaces
    • The dystopian future of AI and how using it to create sh*tty content is bad for the environment

    Plus, Hector shares a wealth of practical insight about:

    • Newsletter data, personal branding, and building a flywheel of businesses and marketing tools (even if you didn’t mean to)
    • Why most operators don’t actually own their data
    • How to think critically about what you’re putting into the world
    • How to build systems that reduce noise and amplify signal
    • What makes an email worth sending—and how to respect the reader’s time
    • What operators should really be measuring (hint: it’s not just open rates)

    If you’re running a space, scaling your ops, or thinking about how your content, systems, and services all connect, this one’s worth your time.

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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.
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    57 分
  • Building and Marketing Profitable a Profitable Coworking Business [with Jamie Russo]

    Building and Marketing Profitable a Profitable Coworking Business [with Jamie Russo]
    2025/08/18

    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


    ---------------------------------------------------------------------------------------------------------------------------


    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/


    Connect with Jamie


    Website: https://everythingcoworking.com/

    LinkedIn: https://www.linkedin.com/in/jamierusso/

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    There’s never been a better time to start a coworking space. The opportunity is massive, and people like Jamie Russo are making the playbook accessible.


    Jamie’s been in the trenches, starting, running, and selling coworking spaces before launching Everything Coworking to help operators build profitable, community-driven businesses from day one.

    In Episode 13 of 2 Marketers and a Coworking Podcast, we dig into the strategies for building and marketing a coworking business that works for you and your members.


    In this episode, Jamie shares her insight on:

    • Why “community” is more than a buzzword and how to make it a real asset (but only after you’ve got a profitable model in place first)
    • The common missteps new operators can avoid with the right guidance
    • Balancing financial performance with vibrant culture
    • How to think like a marketer, even if you’re not one (and why you need to)
    • Why a clear brand matters more than ever in a crowded market

    Plus:

    • Kevin weighs in on why brand positioning needs to happen before you open your doors
    • Taylor speaks on the marketing traps operators fall into and how to dodge them

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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.
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    1 時間 4 分
  • Decoding Google Ads for Coworking Spaces [with Reuben Lau]

    Decoding Google Ads for Coworking Spaces [with Reuben Lau]
    2025/08/04

    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


    ---------------------------------------------------------------------------------------------------------------------------


    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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    Push or pull? Muscle or momentum? That’s the foundational choice at the heart of your coworking ad strategy—and it’s one most operators never pause to consider.


    In Episode 12 of 2 Marketers and a Coworking Podcast, we welcome Reuben Lau, founder of Spacefully, for a deep dive into Google Ads for flexible workspace brands. Whether you're running Google Ads, thinking about SEO, or just trying to spend smarter, this episode breaks it all down.


    In this episode, we talk about:

    • The difference between push vs. pull advertising—and why it matters
    • Why coworking ads fail when they copy other industries
    • How to structure Google Ads for a multi-location strategy
    • The biggest mistakes operators make with retargeting
    • What AI means for SEO, and how to adapt now
    • Why clear messaging beats clever branding every time
    • How to balance short-term tactics with long-term strategy

    Plus:

    • Reuben shares the framework he uses to guide operators through advertising decisions
    • Kevin explains why ad fatigue happens sooner than you think
    • Taylor talks about how to set realistic expectations for ROI when the funnel is long

    If you run Google Ads for your coworking space, you don’t want to miss this one.

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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.
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    1 時間 3 分