Workspace Group Plc · LSE:WKP
Workspace — Investor Presentation (May 2021)
48 slides from Workspace's investor presentation, May 6, 2021
Slide 1: Capital Markets Presentation: Brand & Marketing
WORKSPACE” Capital Markets Presentation Brand & Marketing Edinburgh House 6th May 2021
Slide 2: Introduction, Brand Positioning, Marketing, Advertising Campaign, Conclusions, Q&A
01 02 03 Introduction Brand Positioning Marketing Graham Clemett Will Abbott Will Abbott 04 05 06 Advertising Campaign Conclusions Q&A Dearbhla Mac Fadden Graham Clemett
Slide 3: Corporate update
NET Q3 update and net zero carbon pathway published in January Business update and presentation on brand & marketing today 6 May 2021 ZERO | > CarbomPathway cossssiensetenisssssie Raised £300m via our first green bond in March Workspace Green Finance Framework WORKSPACE Full year results on 3 June W
Slide 4: Operational Priorities
Priorities 6 May 2021 OUTLOOK Operational Priorities 2 WORKSPACE Broadening our channels to market Leveraging our data and technology Enhancing our sales capabilities ® ® 8 ® Raising the customer service level nator and Anat Presentation 19 Never 2019 Workspace | Capital Markets Presentation
Slide 5: Brand Positioning
Brand Positioning Will Abbott Chief Customer Officer
Slide 6: Awareness, Consideration, Conversion, Loyalty, Advocacy
AWARENESS CONSIDERATION CONVERSION LOYALTY ADVOCACY
Slide 7: Target customers
Target customers A diverse range of London businesses 6 May 2021 Information, Communication & Technology Professional, Technical & Consultancy Services Wholesale & Retail Arts, Entertainment & Recreation Financial Services Marketing Administrative & Support Services Not For Profit Construction & Pro
Slide 8: Addressable target customer businesses
Addressable ‘target’ customer businesses: 100,000+ Current Workspace customers: c. 3,000 Market share: 3% 6 May 2021 Workspace | Capital Markets Presentation
Slide 9: Demand set to grow post-Covid
Demand set to grow post-Covid Flexible working will be norm after The... Guardian lockdown, say Barclays and WPP bosses Crowded office buildings may bea thing of the past’asstaf safety prioritised after Covid-igcrisis, Evening)-Standard The future is flexible: After WFH year, firms look at the role
Slide 10: Hard to spot the difference
Hard to spot the difference A place to NETWORK, CREATE & ACHIEVE. 6 May 2021 10 Workspace | Capital Markets Presentation
Slide 11: Work your way
Work from London’s most iconic locations, whenever you need to. Flexible contract Beautiful, professional, flexible workspaces Over 50 beautiful flexible workspaces, no For companies of all sizes, we provide the global scale and two the same, where you and your flexibility to help your business adap
Slide 12: Different offers in the market
Different offers in the market fe, WORKSPACE* Serviced office — Conventional providers - ~~ Landlord Long-term, inflexible leases _ en Priced on Fully: space persaft | Unfurnished d designed space beyond a : offices/floors the office y } ana 9 Generic culture - y reeho! Very limited no individuality
Slide 13: Awareness, Consideration, Conversion, Loyalty, Advocacy
AWARENESS CONSIDERATION CONVERSION LOYALTY ADVOCACY
Slide 14: Customer personas: Sophia and Jon
Sophia: a considered serial entrepreneur. My brand, my space, my rules • “a building which wowed clients” • “communicates a creative environment” • “blank canvas” • “stamp own identity” • “buzzing businesses and a design ethos” Jon: spinning too many plates. My space, but make it easy for me • • • •
Slide 15: Control & Identity
Sophia: a considered serial entrepreneur. My brand, my space, my rules • “a building which wowed clients” • “communicates a creative environment” • “blank canvas” • “stamp own identity” • “buzzing businesses and a design ethos” Control & Identity Jon: spinning too many plates. My space, but make it
Slide 16: Setting Workspace apart
Setting Workspace apart fe) WORKSPACE” Serviced office Conventional providers Landlord Pay-as-you-go Long-term, club model inflexible . leases Leasehold Constraint Fully-fitted, Control designed space Unfurnished offices/floors Generic culture - Very limited no individuality ability to scale : . up
Slide 17: Taking ownership of our category
Taking ownership of our category, fe, WORKSPACE* Serviced office — — —_<_ providers > Pay-as-you-go lub model space beyond the office Generic culture - no individuality a Priced per work station Full service provision 6 May 2021 i 17 _ Conventional Landlord Long-term, inflexible leases Priced per sq
Slide 18: Proposition and Purpose
Proposition Liberating spaces for businesses to shine Purpose To give businesses the freedom to grow In the right space teams can achieve more
Slide 19: Positioning, Proposition, Purpose
Our buildings Our customers Our people Positioning Home to London’s brightest businesses Proposition Liberating spaces for businesses to shine Purpose To give businesses the freedom to grow In the right space teams can achieve more
Slide 20: Positioning, Proposition, Purpose
Positioning Home to London’s brightest businesses Proposition Liberating spaces for businesses to shine Purpose To give businesses the freedom to grow In the right space teams can achieve more
Slide 21: Work. Home. Business. Pleasure.
Work. Home. Business. Pleasure. If you run a business, you know that those lines have always been blurred. So your office should be a place to enjoy. To think. To debate. To create. Together. A place to shine. Workspace is unique. We own a collection of iconic buildings across London. As individual
Slide 22: 6 May 2021 Workspace | Capital Markets Presentation
6 May 2021 22 Workspace | Capital Markets Presentation
Slide 23: Awareness, Consideration, Conversion, Loyalty, Advocacy
AWARENESS CONSIDERATION CONVERSION LOYALTY ADVOCACY
Slide 24: Social reach, share of search, website visits, enquiries
8.6m p.a. 58% 1.6m p.a. 1,000 p.m. social reach share of search website visits enquiries
Slide 25: workspacegroup
workspacegroup® + = 6 May 2021 Workspace | Capital Markets Presentation
Slide 26: 6 May 2021 Workspace | Capital Markets Presentation
6 May 2021 26 Workspace | Capital Markets Presentation
Slide 27: New website results
• New website – mobile-first design and twice as fast as old • Improved rankings on Google • Location pages driving better conversion from web hit to enquiry • Streamlined content hub delivering 50% more activity • Overall, 21% increase in conversion from web hit to enquiry 27
Slide 28: Visibility, good quality leads, working in partnership
Visibility across the market • • Good quality leads • • Working in partnership • •
Slide 29: Awareness, Consideration, Conversion, Loyalty, Advocacy
AWARENESS CONSIDERATION CONVERSION LOYALTY ADVOCACY
Slide 30: 6 May 2021 Workspace | Capital Markets Presentation
6 May 2021 30 Workspace | Capital Markets Presentation
Slide 31: A campaign for the moment, to grab attention
A campaign for the moment, to grab attention HOME TO LONDON’S BRIGHTEST BUSINESSES Embed brand Put Workspace Align with Hijack the back to} Stand out, grab positioning front of mind lockdown easing | work conversation] attention and be recognisable 6 May 2021 31 Workspace | Capital Markets Presentat
Slide 32: Multichannel approach
Multichannel approach 6 May 2021 32 Workspace | Capital Markets Presentation
Slide 33: 6 May 2021 Workspace | Capital Markets Presentation
6 May 2021 33 Workspace | Capital Markets Presentation
Slide 34: AWEW
AWEW
Slide 35: Iconic London red buses
Iconic London red buses e (7 * @ARRIVA DON’T GO BACK T GO BACK TO WORKSPACE #WEW bs WORKSPACE’ | = 6 May 2021 35 Workspace | Capital Markets Presentation
Slide 36: Iconic London red buses
Iconic London red buses 6 May 2021 36 Workspace | Capital Markets Presentation
Slide 37: High impact local billboards
High impact local billboards 6 May 2021 37 Workspace | Capital Markets Presentation
Slide 38: rT
6 May 2021 rT 0 38 Workspace | Capital Markets Presentation
Slide 39: High impact local billboards
High impact local billboards SHOREDITCH ‘OWT 60 uACKTO WORK Go'BACK TO WORKSPACE Workspace | Capital Markets Presentation
Slide 40: Radio & podcast
Radio & podcast
Slide 41: WFH and your neighbour is Paul
WFH AND YOUR NEIGHBOUR IS PAUL 6 May 2021 41 Workspace | Capital Markets Presentation
Slide 42: Digital advertising
Digital advertising MEETINGS MEETINGS WITH A VIEW ITH A VIEW 6 May 2021 42 Workspace | Capital Markets Presentation
Slide 43: Digital advertising
Digital advertising A PERSONALISED A PERSONALISED HOW WORK OFFICE OFFICE a f 6 May 2021 43 Workspace | Capital Markets Presentation
Slide 44: 6 May 2021 44 Workspace | Capital Markets Presentation
6 May 2021 44 Workspace | Capital Markets Presentation
Slide 45: AWEW
AWEW
Slide 46: 6 May 2021 Workspace | Capital Markets Presentation
6 May 2021 46 Workspace | Capital Markets Presentation
Slide 47: 6 May 2021 Workspace | Capital Markets Presentation
• • • • 6 May 2021 47 Workspace | Capital Markets Presentation
Slide 48: 6 May 2021 Workspace | Capital Markets Presentation
6 May 2021 48 Workspace | Capital Markets Presentation