case study
Vibes office in Jeddah is a co-working shared space. It has been there for the
last 6+ years and has been growing within Jeddah and all over Saudi Arabia;
having 2 branches in Jeddah and 1 in Riyadh. The office comprises of multiple
local and multinational company shared offices as well as local entrepreneurs
having dedicated shared desk space with all shared resources. The office also
has a personalized Med Café for staff, clients and visitors alike. Currently all the businesses within Vibes are
considered as a family and they perform routine business deals (B2C and B2B) outside of vibes circles. Vibes
has a very strong brand image, recall as well as community presence as being the pioneer in shared office
spaces in the Kingdom. The issue is that Vibes management wants to go a step further and build an intra-vibes
eco-system in which entails B2B within the Vibes family to make more stronger bonds as well as mutually
benefit growth of all participants as well as Vibes as a brand too!
Vibes has a great social media and digital team in-house with 4 members (full-time, part-time and trainees)
managed by the community manager. This team comprises of marketing, designing, animation,
video/photography and content writing experts. As mentioned above, the team is well versed with digital and
doing a great job across all media channels that Vibes is using (Snapchat, Twitter, Facebook, LinkedIn,
Instagram, YouTube and Website).
You are hired as a digital marketing consultant to assist the Community manager and her team to build this
internal eco-system while using digital channels to disseminate awareness to the masses about the Vibes
internal eco-system together with the existing brand image!
Q1. Should Vibes go for this internal eco-system strategy (“Yes” or “No”)? Why or why not?
Q2. What are the pros and cons of such a strategy? (2 pros, 2 cons)
Q3. In case Vibes has to opt for this strategy, what points of strategy would you recommend? List at
least 2 with anticipated results.
Q4. Should Vibes use traditional media along with digital media (“Yes” or “No”)? Why or why not? In
case they do, then list at least 3 traditional media channels they should use and the anticipated result.