Case Study

Achieving Market Leadership With Data-Driven Strategies
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THEIR STORY

David vs Goliath: Winning Against Giants

Novel Coworking, a leader in flexible office solutions, partnered with Arcalea to modernize their digital marketing strategy. The goal was to enhance lead generation, improve search visibility, and align marketing efforts with their ambitious expansion across multiple markets. By leveraging data-driven insights and cutting-edge marketing technology, Arcalea delivered transformative results for Novel Coworking.
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THE CHALLENGE

Market Expansion

As the largest independent coworking space provider in the nation, Novel Coworking faced the formidable challenge of competing with industry giants like WeWork, which boasted far deeper resources and global brand recognition. Their ambitious goal of expanding from 5 to 40+ markets required a highly efficient and scalable marketing strategy. However without attribution, an ability to accurately measure the impact of their marketing, the ability to allocate resources strategically, optimize campaigns, and maintain their competitive edge was diminished.

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THE SOLUTION

Harnessing Data and Multi-Channel Strategies to Lead the Market

The brand partnered with Arcalea to build a strategic roadmap for success. The collaboration focused on leveraging data and insights to unlock growth opportunities:
Strategic Audit and Planning:
Arcalea conducted a comprehensive audit of Novel Coworking’s digital strategy, identifying gaps in audience segmentation, campaign structure, and tracking. This informed a detailed roadmap designed to support scalable growth across over 40 markets.
Optimized Paid Media and SEO:
Campaigns on Google Ads and Meta were restructured for efficiency, and location-specific SEO strategies were implemented to improve search visibility. Programmatic Display and Native ads were introduced to expand audience reach while driving cost-effective conversions.
Advanced Tracking and Analytics:
Using Galileo and Compass tools, Arcalea enhanced data collection and attribution accuracy. Galileo and Pulse worked together to provide reliable insights, enabling data-driven decision-making for budget allocation and campaign performance.
Creative and Messaging Overhaul:

Fresh creative assets and locally tailored targeting and messaging were developed to better engage target audiences. This boosted conversions and ensured campaigns resonated in diverse regional markets.

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Results

Data-Driven Leadership in
Real Estate

The strategic initiatives delivered transformative results:
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Market Leadership

Novel Coworking outperformed every other coworking space in Chicago, outpacing all competitors and setting the tone for approach to expansion to 40+ markets.

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Organic Growth

SEO provided a whopping 156% increase in organic traffic across all locations, fueling growth in every market. Each benefitted from a localized approach to SEO and pre-market activity to fuel launches. 

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Paid Search Success

Overall traffic increased 152% in total traffic, setting many "firsts" in the process. This includes the origins of both Galileo and Pulse: closed loop attribution tracking and active campaign management.

Market Leadership

Just as Novel Coworking grew to become the largest independent provider in its industry, our mission is to lead the way in promoting brands through data-driven transparency, analysis, and execution. By staying ahead of marketing trends and delivering innovative strategies, we’ve established ourselves as a trusted partner across nearly every marketing dimension. Our commitment is to outpace challenges with insightful analysis, empowering brands to achieve sustainable growth and create lasting value.

  • +156% Organic Increase
  • +152% Overall Traffic
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Testimonials

KEY STAKEHOLDERS

"The agencies we tried just
didn't have the full-stack experience how to address our unique brand position. Finding a trusted partner is difficult in any space, with digital even more so. Arcalea's experience was completely different: and has ultimately been a game-changer for us."
Bill Bennett CEO, Novel Coworking

Master Data to Master Growth

Data isn’t just a resource; it’s the roadmap. With Arcalea, gain clarity, uncover trends, and ensure every decision is grounded in predictive, actionable insights.
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