---
title: "Case Study: The Lab Cowork — Repositioning From Freelancers to Startups — Plan Media"
description: How we transformed The Lab Cowork's communication in Montpellier to attract teams and startups instead of individual freelancers — without changing the infrastructure, by changing the narrative.
image: https://www.planmedia.ar/hubfs/case-study-the-lab-cowork-repositioning-startups.jpg
---

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# Case Study: The Lab Cowork — Repositioning From Freelancers to Startups — Plan Media

by [Ezequiel García](https://www.planmedia.ar/en/blog/author/ezequiel-garcia) on May 4, 2026

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# The Lab Cowork: The Coworking That Communicates Business Doesn't Compete on Price

One sentence summarizes this entire case:

*The coworking that communicates lifestyle competes on price. The coworking that communicates business competes on status and growth.*

The Lab, in Montpellier, had good infrastructure, a real community, and a genuine ecosystem of founders and teams. But its digital communication was telling the wrong story.

---

## The starting point

The projected image was that of a space for individual freelancers: flexibility, pleasant atmosphere, coffee included. The kind of value proposition that competes directly with dozens of similar coworkings — and that inevitably ends in a price war.

The reality of the space was more interesting. The Lab had small teams, post-incubation startups, founders working on serious projects. But that ecosystem was invisible in the digital communication.

The goal wasn't to change the space. It was to change what story the space told about itself.

---

## The strategy: deep editorial change

### Show real business moments

We replaced "beautiful space" content with "things happen here" content. Team meetings, pitches, roadmaps on the whiteboard, founders making decisions. The type of images and videos that tell the viewer: *serious work happens here.*

This editorial change is the most important and the hardest to sustain. It requires real access to the space and a genuine relationship with members — not just a photographer who comes once a month.

### Strategic interviews with ecosystem founders

We produced interviews with members and figures from Montpellier's startup ecosystem. Long-form content for YouTube and short versions for social media. Two simultaneous functions: generating authority content and strengthening the space's network.

### Domiciliation campaign

We designed and tested specific campaigns for the domiciliation service (29€ / 49€) — one of the highest volume, lowest sales friction products. Direct messages to founders and freelancers who need a legal address in Montpellier.

### Internal event activation

Afterworks, demos, training sessions. Events as community tools and as generators of organic content. Every well-documented event is a week of social media material.

---

## The results

Greater visibility in Montpellier's local startup ecosystem. First acquisition campaign results with qualified messages and leads. Construction of the space's authority as a business growth destination — not just flexible workspace. A reusable evergreen content pipeline across multiple formats.

---

## The insight from this case

The most effective repositioning doesn't always require changing the product. Sometimes it requires changing who you're talking to and what you're telling them.

The Lab didn't change its infrastructure. It changed its narrative. And that narrative attracts a different client profile — with a higher ticket, greater commitment, and higher renewal probability.

---

## Is your space, service, or product being perceived differently than what it actually is?

→ [Book a strategic conversation](https://calendly.com/planmediasocial/agenda-2026) and let's work on it together.

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![Ezequiel García](https://www.planmedia.ar/hubfs/Eze%20Garcia%20Founder%20of%20Plan%20Media%2c%20an%20international%20digital%20strategy%20consultancy%20based%20in%20France%20and%20Argentina.jpeg)

#### Ezequiel García

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Founder of Plan Media, an international digital strategy consultancy based in France and Argentina. For over 8 years, I've worked with founders, teams, and growing brands — across Latin America, Spain, and Europe — who seek clarity, direction, and systems that work long-term. I don't produce content by default. I design brand architectures.

### Leave a comment:

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---

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©Copyright 2026. All rights reserved

[Plan Media](https://www.planmedia.ar/?hsLang=en)

Un ecosistema creativo para founders modernos · Argentina · Francia

Lo que imaginás todavía no existe. *Construyámoslo.*

[Agendar una conversación](https://calendly.com/planmediasocial/agenda-2026)

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