Client Background
A fast-growing mobile platform in the local services sector. Speed to market was critical to outpace competitors, requiring a highly agile event strategy.
Challenge
Maintaining brand consistency across diverse venues and cities while relying on varying local teams. The budget was tight, and the schedule was aggressive, leaving no room for custom fabrication in each city.
Approach
Designed a 'Pod' based modular set that fits in standard shipping containers.
Created a digital 'Playbook' for local event managers covering everything from permit applications to script localization.
Centralized data dashboard to track signups and ROI across all cities in real-time.
Hybrid training sessions for local brand ambassadors.
Implementation
Design & Systematization
2 weeks- Module design for registration, training, and lounge areas.
- Development of the 'City Launch Playbook'.
- Recruitment and training of regional lead managers.
Pilot Launch
1 week- Launch in first city to test logistics and flow.
- Optimization of setup times and script points.
- Refinement of data collection tools.
Rollout
5 weeks- Simultaneous launches in 2 cities per week.
- Daily data syncs and performance optimization.
- Local influencer meetups and press events.
Outcome
Scalability & Speed
Successfully launched in all target markets ahead of schedule.
Setup Time
12h → 4h
+66% Faster
Cost Per City
Benchmark → -20%
+Under Budget
Brand consistency
Variable → 100%
+Unified
Business Growth
Exceeded partner acquisition targets in 8 out of 10 cities.
New Partners
Target → 5,000+
++25%
Lead Conversion
20% → 35%
++15 pts
Local Media
- → 50+ Mentions
+High Visibility
“The modular 'City Kit' was a game changer. It allowed us to scale at a pace our competitors couldn't match, while looking professional and established in every new market.”
Michael Ross
Head of Expansion, UrbanLife