For the first two years, our partnership with Waterman was focused around local area marketing to drive immediate enquiries for new centre openings. In 2024, as coworking competition intensified, Waterman engaged us to build a strategy that went beyond short-term results. With ambitious expansion plans, they needed a strategy that would support their growth, drive measurable brand uplift and convert top of mind awareness into consideration and action.
This wasn’t about maximising impressions – we needed brand-building attention that creates memory, lifts consideration, and compounds share of search. A deep dive into Waterman’s audience showed that business owners and senior decision makers generally consume media in bit sized pieces. It also showed us they spend 34% more time with on-demand video than the average Australian, with 83% watching on a typical day. For time-poor professionals, high-attention environments matter. Every touchpoint had to capture attention, stay sticky, and move consumers through the funnel.
We developed a media strategy built on two core objectives:
Build sustained brand awareness and consideration among Melbourne-based business owners and senior decision-makers.
Drive qualified site traffic and centre enquiries by aligning media to key decision windows and centre catchments.
To maximise effectiveness, we utilised geographic targeting (around existing and upcoming centres) and third-party audience segments (business owners, SME senior decision-makers) to prioritise the highest value audiences and locations. We leveraged channels that facilitated higher dwell times to to increase engagement and deliver Waterman’s USP, elevating them above competition.
A multi-channel media plan led by Video on Demand for quality reach and attention, reinforced by high-intent touchpoints:
BVOD: Geofenced delivery and 3PD audience segments to focus on business owners and SME senior decision-makers across Melbourne.
Cinema: Screens near existing and upcoming centres to prime intent in high-attention environments.
Radio: Short, high-impact bursts to amplify reach during peak work commute.
Transit: Frequent visibility across key catchment areas for daily reinforcement.
This channel mix balanced efficient, targeted reach with conversion-minded proximity, ensuring Waterman was seen and heard multiple times across the work week.
+35% YoY Organic search traffic
+24% YoY Direct traffic
+24% YoY Branded search traffic
Significant uplift in share of search (greater category visibility and intent).
Most importantly, lead quality was higher which lead to greater conversion rates and a healthier pipeline.
“Absolutely love working with Lachy and Rob! They are super honest and hard working, they present unbiased information and research and their recommendations are always on point. Hawkeye has been a really great move for our business.”
– Mark Butler, Marketing Director, Waterman
