18. Smoke, mirrors, magic, and AI: multi-location marketing with Jackie Latragna

Check us out on YouTube https://youtube.com/@CoworkingMarketing Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️ https://coworking.marketing/resources --------------------------------------------------------------------------------------------------------------------------- Connect with Jackie Website: https://pacificworkplaces.com/ LinkedIn: https://www.linkedin.com/in/jaclynlatragna/ Connect with Kevin Website: https://everspaces.com LinkedIn: https://www.linkedin.com/in/whelankevin/ Connect with Taylor Website: https://www.talemaker.ca LinkedIn: https://www.linkedin.com/in/taylor-mason-37a94a58/ --------------------------------------------------------------------------------------------------------------------------- Managing marketing for 16 locations with a three-person team takes a great strategy. Jackie Latragna has it dialed in, and it's not smoke and mirrors. It's systems, smart delegation, and knowing when to let AI do a lot of the heavy lifting. Jackie is the CMO of Pacific Workplaces, overseeing coworking centers across California and Nevada. And, with her team, she’s increased wins by ~33% year over year while driving down cost per acquisition. So, how does a lean marketing team manage that many locations and still deliver results? That's what we dug into in Episode 18. In this one, Jackie breaks down her approach to multi-location marketing: How Pac treats each location as an individual "micro market" and why Jackie sits down with every community manager annually to understand what's changed in their specific market The meeting structure that keeps everyone aligned, including weekly marketing calls with directors who each oversee 4-5 centers, plus monthly roundtables with all community managers to discuss everything from event planning to member expectations (and how she avoids “death by meetings”) How they use AI extensively (including Uniti for sales alongside ChatGPT, Claude, and Perplexity for content) Why Pac deliberately positions centers near courthouses and capital buildings, and how that site selection naturally led them to niche down on attorneys, CPAs, and financial professionals (in turn creating insane member retention of 15 to 20 years) How they stay flexible as their markets evolve (San Francisco has been shifting from attorneys to tech startups and AI companies) The budget reallocation strategy that changed everything, including cutting $20k from brand awareness tools like TrustPilot and redirecting it to lead generation, which reduced their cost per acquisition while increasing conversions How some directors centralize sales while others have community managers handle it based on what makes geographic sense, and why that flexibility matters when you're managing markets as spread out as San Jose to Las Vegas How they balance centralized brand consistency with location-level autonomy, and why getting community managers heavily involved in the marketing process is essential to making it all work If you're managing multiple locations, trying to scale marketing without scaling headcount, or wondering how to use AI to supercharge your processes and results, this one's for you. --------------------------------------------------------------------------------------------------------------------------- About 2 Marketers and a Coworking Podcast Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business. 🔔 Hit subscribe to make sure you don't miss an episode.