WELWYN HATFIELD BOROUGH COUNCIL

    COWORKING IN HATFIELD

    Providing strategic advice and marketing for HatTech

    Client:
    Welwyn Hatfield Borough Council
    Duration:
    2020 – onwards

    +

    Branding and interior design input 

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    Marketing outreach plan 

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    Financial modelling 

    Project Summary

    HatTech aimed to create an ideal growth environment for small and medium sized enterprise as part of a suite of projects aimed at delivering the Hatfield Renewal Framework. HatTech is a new venture that aims to benefit small business growth and boost employment as well as contribute to a positive town image and inward investment story.  

    The Council Team required a strategic advisor to provide input and guidance to the coworking model and pricingoptimal floorplan layouts, coworking design and amenity guidance, and broader coworking branding and marketing strategy 

    Inner Circle Consulting HatTech
    Internal yard HatTech. © Inner Circle Consulting.
    HatTech interior. © Inner Circle Consulting.

    Project Objective

    The Council expressed an aspiration for HatTech to be a design-inspired coworking and business incubation centre with partnerships to nearby colleges, universities, and major companies in the region. We were asked to undertake market research into competing co-working offers in the region, assess the financial viability of coworking based on variable pricing and membership, and develop a branding and marketing plan that could be used for pre-launch promotion and ongoing operations.  

    Inner Circle believes in projects that support local economies and put wealth and creativity back into those communities. For HatTech, we took an approach that would position HatTech as a creative place for local micro– and small businesses seeking inspiring workspace, with access to business-critical facilities (inc. meeting space) that want to be part of a collaborative, learning network, all whilst being close to home and close to central London. 

    HatTech Inner Circle Consulting
    HatTech entrance. © Inner Circle Consulting.
    HatTech Inner Circle Consulting
    HatTech building. © Inner Circle Consulting.

    Project Impact

    Whilst the Council team had a wealth of experience running a business centre, this was the first time thewould be running a dedicated co-working space. To prepare them for the launch, our team worked with the Council to draft a HatTech Toolkit which included: 

    • examples of best practice in coworking marketing  
    • flexible revenue model 
    • branding approach and marketing principles  
    • membership pricing and amenity tiers 
    HatTech Inner Circle Consulting
    HatTech building. © Inner Circle Consulting.

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