Presentation:

29th May 2013

promotingIntuBraehead to

studentsEvent

inGlasgow.

TheBrief

The

• The Braehead Freshers’ Fair would be a couple of weeks of activity focused around the weekend of Sat 21st - Sun 22nd September 2013 to coincide with Glasgow universities’ Freshers’ Weeks:

- Glasgow Uni: Sat 14th - Sun 22nd Sept

- Strathclyde Uni: Sat 21st - Sun 29th Sept

- Caledonian Uni: Sat 21st - Sun 29th Sept

Idea

• Stalls set up in main atrium representing different brands within the centre, each with a fashion or retail advisors to recommend for all student needs.

• Student “lock-ins” open to students only and offering additional discounts.

• Freshers’ buses running from university campuses to Braehead.

• Creating a buzz around activity at Braehead.

TheBraeheadFreshers’Fair

The

• On university campuses across the country, freshers’ fairs take place where newly matriculated students have the opportunity to sign up and get involved with various groups and extra curricular activities.

BraeheadFreshers’Fair

The

• Braehead would take this concept and have a retail fair in the main atrium of the centre with stalls set up to represent each participating brand, and a retail expert from each store providing advice whether on what trends are must-have, or how to kit out their halls of residence on a budget.

BraeheadFreshers’Fair

The

• Despite increased tuition fees, students remain the demographic with the highest disposable income, spending £15billion a year on the things they love.

• Retailers have ceased this opportunity by hosting “lock-ins”, where student offers are increased discount for one-night-only, and a party atmosphere is created.

StudentLock-insDiscount

Fashion• Topman• Burtons• Jack & Jones• Next• D2• USC • Blue Inc• Clarks

• Topshop• Dorothy Perkins• H&M• Next• Ann Summers • La Senza• Dune• Warehouse

• Oasis• River Island• Lipsy• Office• Primark• New Look• Hollister• Republic

brands

Other

• IKEA• Body Shop• The Perfume Shop• WH Smith• Pizza Hut• Boots • Waterstones

• Apple• 3 store• Phones 4 U• GAME• Carphone Warehouse• Vodafone• EE

brands

The

• One of the biggest challenges Braehead faces when trying to draw students to the centre is it’s location, particularly against already stiff competition. But the competition doesn’t have an IKEA, Xscape, and can’t boast its customers being able to spend an entire day there.

StudentBusCampus

• The solution: make it easy for students to visit Braehead. Put on student buses running from unions to the centre and back twice a day over freshers’ week.

• By offering students an experience in their first few weeks, hopefully students will realise how close Braehead is, and consider it a shopping destination thereafter.

Creating

• With budget being spent on running buses, additional staffing, and setting up uniform stalls for retailers in the shopping centre, it is important that media budget be kept to a minimum.

• The good thing is students are online savvy, and online need not be expensive.

a buzz:Go digital

Social Media Memes

• Use online competitions using #hashtags to create a conversation and share the love for the #BraeheadFreshersFair

• Memes are ideas which spread from person-to-person usually online. A meme could be a flash dance of a viral video, or recognised images which say something unique and recognisable. They are there to be embraced.

Creating

• Although digital can be entirely effective on its own, more tangible and traditional media forms are often needed to get the initial word out though these again do not need to be expensive.

a buzz:Other media

Flyers (with a difference) Sand blasting

Branding• In the theme of American Ivy League University / British Oxbridge

branding. • Serif fonts & Intu Braehead badge.

Budgeting

• Stalls material + build (before branding)• Traditional media materials (flyers)• Digital media (graphics)• Buses (including drivers) • Sand blaster hire + stencil

• Overheads and staffing for any additional opening hours.

• £2,000• £5,000• £1,000• £3,000• £2,000

• £7,500

• TOTAL ALL IN • £20,500

• Below are estimated costs for holding this event, including any overheads. This is based on a rough estimated annual budget for a shopping centre of Braehead’s size of £250,000 and various events being hosted throughout the year.

Additional

• Bringing fashion shows to the university students unions.

• Gorilla marketing techniques.

• Commercialisation in the centre “student focused”.

• Advertising on student and local radio.

• Sponsoring Freshers’ Week events.

• Sponsoring Fresher Helper t-shirts.

activityto consider

Thankyou!

Kathleen McLaughlin