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Marketing for Leads vs. Marketing for Brand
FWA is proud to continue our initiative to build connection and community among operators of regional and smaller coworking spaces. This bi-monthly online meet-up is a dedicated space for single site, regional and suburban operators and their teams to gather, exchange ideas and support each other in navigating the unique opportunities and challenges of running independent workspaces.
Hosted by Kate Dezarnaulds, Founder, WorkLife and FWA Board Director– this session will be joined by Kendra Overall, Founder and Community Manager, ko&co workhub and Fiona Mayor, Director, Pop Media to explore the often-blurred lines between marketing for leads and marketing for brand.
Regardless if you are trying to fill desks, build long-term loyalty, or both- ask yourself if you are confident that where you are putting your energies and efforts is going to yield results.
Our panel will share what’s working (and what’s not) when it comes to crafting a marketing strategy on a limited budget that’s nimble enough to deliver results in 2025.
Whether you’re looking to fine-tune your lead-gen tactics or elevate your brand presence, this meet-up will offer valuable perspectives from operators walking the same narrow path to a thriving small flex operation.
Event Details:
🗓 Date: Thursday 26 June 2025
⏰ Time: 2:00 – 3:30 PM AEST
💻 Location: Virtual (Zoom link provided on event day)
This event is exclusively for FWA members.
Not a member yet but interested in attending? Learn more about joining FWA here!
Kendra Overall, Founder and Community Manager, ko&co workhub
Kendra Overall is a strategist, creative director, and brand builder with a career that spans science, storytelling, and community. With a Bachelor of Science (Hons) and a Master’s in Communication Design, she brings both analytical rigour and creative clarity to everything she builds.
Over more than two decades, Kendra has worked with global tech brands, national law firms, grassroots charities, cultural institutions, and hundreds of small businesses – creating brands, campaigns, and communities that connect. She’s led multi-million-dollar events and campaigns, launched platforms that reached millions (some before digital ads even existed), and helped purpose-led organisations grow with integrity and impact.
She’s also a trained facilitator in creative and strategic thinking – including LEGO® Serious Play®, human-centred design, and sales psychology frameworks. She brings a people-first lens to the way ideas, brands, and communities take shape.
Today, Kendra leads two businesses:
Kendra Creative, her brand strategy studio and “brand lab,” and ko&co workhub, a coworking community designed for solopreneurs and small teams.
Quietly ambitious and deeply experienced, Kendra believes good brands don’t just sell – they serve, support, and move people forward.
Fiona Mayor, Director, Pop Media
Fiona has over 20+ years of experience in advertising and marketing, and helps businesses build their brand in a simple and sustainable way to achieve the results they desire. She has a strong background in online marketing, content marketing and web design and development, and uses her creative and strategic skills to deliver effective and successful outcomes for her clients. Pop Media specialises in web design and development, PPC advertising, email marketing and social media content and marketing strategy.
Fiona is passionate about building long-term relationships with clients and key stakeholders, and collaborating with them to create customised or off-the-shelf solutions that meet their needs and goals, not cookie-cutter strategies.
Fiona was a founding Director and Co-Chair of the board of Flexible Workspace Australia from 2021-2023.
