The Summer That We Launched a Passport Program

 

The Power of Play: Driving Engagement Through Creative Incentives

This summer, Industrious membership came with a passport, prizes, and a lot of adventure.

Four members of Industrious found out in early October that they had been awarded Delta Air Lines gift cards
thanks to their participation for trying out new Industrious locations all summer long.

Our Summer Passport Program sent members exploring across North America (or just across town). The best part? More visits meant more chances to win prizes like Industrious swag, Delta Air Lines gift cards, and bragging rights as a true passport pro. Along the way, our teams surprised and delighted members with travel-inspired treats.

The idea of gamifying something to encourage people to get involved isn’t necessarily new, but we wanted to find a way to really get people excited about something. With two $500 Delta gift cards and two $1,000 Delta gift cards on the line, the stakes were somewhat significant. We weren’t playing just for a pizza party for your Industrious home base, but something much more.

The idea is that work takes you places, and so do we. Over the summer, we invited members to roam freely with the Industrious Summer Passport until Sept. 5. Heading to a client offsite? Extending a long weekend? Just curious to explore a new neighborhood? Your membership goes with you. 

To kick things off, we hosted a travel-inspired happy hour in June. Then, we invited members to ask their Member Experience team how to register. All summer long, members shared their travels using #SoIndustrious.

On our side, our Member Experience Managers were ready to physically stamp passports—signing and dating them. The in-person experience had members running from different locations for a greater chance to win the grand prize.

But this wasn’t something that we just threw together last minute. The Summer Passport Program was an evolution over the years, where we have continuously played with gamifying utilization to get the most out of the space and empower members to visit frequently.

This specific program was born out of a suggestion from members who shared with Member Experience Managers that they had visited multiple Industrious locations and wanted a way to commemorate it. When one member explicitly asked, “What about a passport?” it all came together. It was an obvious choice to do over the summer, when a large number of our members are traveling anyway. With the rise of bleisure, combining business travel with personal vacation time to incorporate leisure activities into work trips, we wanted to do our part in helping our members get the most out of it 

We wanted to make sure that members were aware of the things available to them outside of their home location, including supporting them in traveling as an enriching experience to explore different cultures, meet new professionals, and even just try new local food. 

We had around 1,400 members participate. That included our super fans, who always want to be a part of the different things we do. We saw a couple of dozen super users who made the most of it, including one person who visited different locations in Washington, D.C., Maryland and Virginia. He not only got his stamps but also took selfies with each employee he met along the way. The joy that he found in meeting new professionals is exactly our goal of a program like this one. Other super users, to go above and beyond in participating in the program, scheduled trips across the country to get their stamps. 

However, a large base of participants were our casual users, who weren’t considering flying across the country, but wanted to get involved in some way. That might have meant trying out the other Industrious in their city that they don’t usually frequent. 

It’s safe to say that this program was a success. While there are things that we might consider changing for next year, like moving the experience to digital instead of a physical passport that is easy to lose, it has been clear to us that when we communicate things to our members in a way that resonates, we can see a change in behavior patterns. What seems like a fun passport experience is actually something bigger.

There are meaningful things we can do to add value to their work experience. It also provided an opportunity for employers who work out of Industrious to encourage their employees to be a part of the fun for a chance to win notable prizes that they probably aren’t offering themselves. It was an easy win for anyone who decided to lean into something new.

We had more than 1,600 members participate, and cross-location visitation grew 18% year over year, with a noticeable spike during the Summer Passport campaign.

The Summer Passport Program reminded us that work can take you places, literally and figuratively. By turning exploration into a game, we not only drove engagement across our locations, but we also gave members a reason to connect, discover, and enjoy every visit. It’s something that will last way beyond the summer, but instead, new meaningful connections throughout the year.

Hear from the winners themselves

Erin Garratt, Senior Manager | Education Forward DC
Member at Industrious Mt. Vernon Triangle, Washington, D.C.

1. What inspired you to participate in the Summer Passport Program, and what kept you motivated throughout the summer?

As anyone who knows me can tell you, I’m an absolute sucker for contests, free things, and prizes, and I tend to commit way too hard to the bit. Being a combination of three of my top favorite things, the Summer Passport was tailor-made for me, and I immediately began gunning for the top prize when I saw it launch in an Industrious email this past summer. This whole thing really could’ve been an elaborate psyop to test exactly how far I’d go to win a prize (answer: the limit does not exist).

Like any elite athlete, I kept my eyes on the prize and leaned hard into visualization to stay motivated. When the going got tough, I closed my eyes and imagined myself sitting on a fabulous island—or stunting on the people walking to the back of the plane from a seat in Economy Plus—and locked back in. Another tip? Hydration. Many of the Industrious locations I visited had Bevi machines or a selection of free drinks (or both!), so I took advantage of those to ensure I was operating at the highest levels.

2. Did you have a standout memory or favorite experience from visiting multiple Industrious locations?

My path to victory was paved through the streets of Philadelphia. I was in the City of Brotherly Love a lot this summer, and all three locations came in handy.

3. What was the most surprising or enjoyable part of the program—anything you didn’t expect when you started?

While I had used other, non-home locations (RIP H Street DC 🕊️) for work events prior to the contest, I hadn’t given much thought to how I could use other Industriouses on a day-to-day basis. I was super surprised at how easy it was to make the most of my membership personally. The app made it painless to reserve a spot, the locations were convenient for my life, and the staff at the other spots were all welcoming and helpful. (Shoutout to Bill from the Broad Street location in Philly, who very kindly lent me his laptop charger when I forgot mine!)

4. How did exploring different locations affect the way you work, network, or connect with other members?

The organization I work for is hybrid, so we work remotely three days each week. Plus, I’ve saved up a ton of PTO. Now that I know how easy it is to visit other Industriouses, I’ll be taking my talents nationwide to visit my brother in LA and worldwide to see friends in other cities for some long weekends!

5. For members who didn’t participate or are hesitant to try something similar, what would you tell them about the experience?

I’d tell them to go for it—you miss 100% of the shots you don’t take, etc. One of my work besties won our location’s other summer contest, so the prizes are definitely real and highly attainable. (Big ups to Tatiana for cheering us on and being invested in our success!)

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Shelby Streachek, Revenue Operations Lead | Spoiler Alert
Member at Industrious Copely, Boston

1. What inspired you to participate in the Summer Passport Program, and what kept you motivated throughout the summer?

I live in NYC and typically book open workspaces but rotate between a handful of locations that are close to me. I’m lucky enough to live in an area where there are 30+ Industrious locations within biking, walking, or a short subway commute. When the Passport Program came out, I knew I had a fighting chance of getting to 10 different locations and was excited to explore working in different parts of the city. Thinking about winning a $1,000 gift card, shaking up my standard routine, and seeing which Industrious locations had the best snacks kept me motivated throughout the summer.

2. Did you have a standout memory or favorite experience from visiting multiple Industrious locations?

I loved visiting the Industrious on the 38th floor of the World Trade Center—the views are breathtaking!

3. What was the most surprising or enjoyable part of the program—anything you didn’t expect when you started?

I really liked meeting the different staff at all the locations. The people who work at Industrious really make the company what it is—they clearly care about their jobs and the people they work with. They always make my day so much better. A special shoutout to Aleks at University Place!

4. How did exploring different locations affect the way you work, network, or connect with other members?

I typically work from home, so getting out of my apartment and going to a new place with good coffee, good snacks, interesting people, and even better vibes made my workday so much more enjoyable—and made me feel like I’m a functioning member of society. 🙂

5. If you could improve or add one thing to the Summer Passport Program, what would it be?

Nothing!