Page 1

2013/2014

YOUR GUIDE TO CENTRE MARKETING PARTICIPATION


WELCOME The marketing calendar 2013/14 has been produced to provide retailers with an overview of the Centre marketing programme for the year ahead and provide every opportunity for retailers to

AHEAD

grow sales through involvement in Centre campaigns. The marketing calendar overviews the strategic direction, major campaigns and key consumer research. We encourage you to participate in

Centre marketing events designed to drive retailer sales and Centre visitation. Please contact the Centre management office if you wish to discuss any of this further.

IN MARKETING

Canberra Centre is the ACT’s landmark address for fashion, dining and entertainment. Anchored by Myer and David Jones, Target, Big W, two supermarkets and the vibrant North Quarter restaurant precinct, Canberra Centre is Canberra’s premium shopping destination. The Centre also offers a sophisticated portfolio of Australian and international brands, many unique to Canberra Centre within the region, including the recently introduced Zara, Nespresso and Apple stores. The year ahead will be another refreshing year for Canberra Centre, with the complete upgrade of the lower ground food court a refurbishment to David Jones and the introduction of some exciting new international and Australian retailers to the Centre. Canberrans are proud of their city and what it has to offer and 2013/14 will see further strengthening of Canberra Centre’s ‘Culture’ positioning via a comprehensive and strategic marketing program.


KEY

STRATEGIES •2013/14 • Canberra Centre’s 2013/14 marketing strategy will enhance the Centre’s premium position within the market, by highlighting the Centre’s unique brands as well as superior range and variety. The Centre will continue to implement strategic tactical campaigns, as well as delivering on our brand promise of ‘Culture’ and creating a superior shopping experience.

autumn/winter 2013 Welcome Zara INSIDE: Spanish label – stylish poise take over the d to town Happy birth Canberra Centr day to us! e turns 50

fifty fashion OF

YEA RS

From swinging sixties to contemporary chic

DIGITAL

PROMOTIONAL TRADITIONAL

Retailer content and participation in campaigns will be enhanced with new digital platforms including new websites (responsive desktop and mobile) and smartphone applications for iOS and Android. Content feeds will be established to present an aggregation of the latest offers, news and products in a relevant format (desktop or mobile) to allow retailers to target shoppers based on their location, profile and preferences. In addition, retailers will be able to submit their own content directly to our digital platforms via an online Retailer Content Portal. Other digital communication tools will continue including social media, e-newsletters and digital media. Free WiFi and mobile wayfinding with Indoor Google Maps for Android also continues.

A program of in Centre events will be implemented to strengthen the Centre’s ‘Culture’ positioning and will align with the key retail periods. Christmas and seasonal fashion and retail campaigns will include mannequin and visual merchandising displays showcasing product from Canberra Centre’s extensive range of unique retailers designed to drive traffic and sales for Centre retailers.

Traditional media will be employed to reach new and existing shoppers consisting of main trade area residents, weekday CBD workers and tourists to Canberra. The communications strategy will encompass a multi-dimensional media mix including television, premium press placement, direct mail, tourism publications, radio and prominent in Centre signage.


KEY

RETAIL EVENTS

To ensure we are capitalising on key retail periods, ‘Culture’ focused fashion campaigns will be implemented for Spring Summer 2013 and Autumn Winter 2014. External communication will also be used for Father’s Day, Mother’s Day and Christmas retail campaigns to drive traffic and sales during these valuable trading periods.

TOURISM

FATHER’S DAY

Ongoing campaign to attract these high value customers to the Centre, targeting leisure and business travellers to Canberra to secure share of the tourism dollar.

Highlighting Canberra Centre’s extensive range of offer for men and providing inspiration for Father’s Day gifts.

CHRISTMAS

FRESH FOOD

VALENTINE’S DAY

The campaign will be focussed on showcasing the unique offer through gift inspiration and enhancing the shopping experience with new Christmas decorations and Christmas services.

Using in Centre signage, food sampling and recipe inspiration to remind our regular shoppers to use fresh food for top up shopping before they leave the Centre.

The season for romance, we step in to inspire with unique gift ideas and entertainment in North Quarter restaurant precinct set to delight and surprise.

A major campaign will launch in September to highlight the range of fashion at Canberra Centre and the key looks of the season through Culture Magazine, advertising, in Centre events and Floriade activations.

QUICK SMART

food

SPRING SUMMER FASHION 2013

dinner winners

The smart way to shop for dinner City Select Meats Perfect Poultry Seafood FreskoHealthy Life Majestic Fresh Fruit Market Baker’s Delight Breadtop Scan for recipe

www.canberracentre.com.au

AUTUMN WINTER FASHION 2014 A key period for Canberra fashion with the onset of Autumn colours and frosty days. The campaign will launch with Culture Magazine, television advertising and supported by an in Centre events calendar.

MOTHER’S DAY

EASTER

A key period to recognise what Mum has done for us, providing inspiring gift choices, a wrapping service and a gift with purchase promotion.

Fresh food top up reminders in Centre, coupled with food sampling and trading hours communication.


CAMPAIGN

MEDIA mediums including e-newsletters and Facebook. All communication is directed at talking to customers that are in Centre, home or at work when they are most receptive to Canberra Centre messaging.

In Centre signage is an ideal means of highlighting the range of unique retailers at the Centre and to encourage our customers to explore more stores while they are here. Signage includes digital directories, banners, posters, car park ticket and boom gate advertising.

Television

Premium press placement in The Canberra Times and Canberra Weekly will be used to communicate the extensive offer, campaign events and services at Canberra Centre. Specialised Canberra Times publications and features will provide seasonal product inspiration to targeted audiences.

Magazine

Press Advertising In Centre Advertising

To target the tourist market, publications will be selected that have distribution at tourist attractions and accommodation houses.

Website, mobile, e-newsletters, facebook and smartphone apps. Digital mediums play an important role in connecting with customers both at home and on the go. In 2013 Canberra Centre will launch its smartphone app to help our customers navigate and shop the Centre.

Digital Media

The media strategy will be to reach new and existing shoppers and increase their frequency of visitation to the Centre. We will continue to communicate with our existing shoppers via digital

Television will be used to reach the entire Canberra market and the greater Canberra region to highlight the unique and new Canberra Centre offer. Key periods for television will be Christmas and Autumn Winter fashion.

Canberra Centre’s Culture Magazine will be published in Spring 2013 and Autumn 2014. Distribution will be via direct mail to the Culture VIP members, insertion in The Canberra Times and in Centre.


Canberra Centre serves a broad trade area with 82% of shoppers originating from the main trade area which has a total population of approximately 387,560 people. The CBD Location of Canberra Centre and its proximity to the Australian National University results in 22% of customers being CBD workers and students. The CBD has an estimated workforce population of between 35,000 - 40,000 people. A further 18% of customers live outside the main trade area and includes interstate and overseas visitors.

TRADE AREA SECTOR

RESIDENT POPULATION 2010

% AVERAGE ANNUAL FORECAST POPULATION CHANGE 2010-2015

PRIMARY Inner North 46,620 1.4% SECONDARY TRADE AREA Inner South 25,660 1.3% Gungahlin 38,870 2.7% Belconnen 90,580 0.6% Woden 33,740 0.3% Weston Creek 23,100 0.0% Tuggeranong 89,630 -0.2% Queanbeyan 39,360 2.3% TOTAL SECONDARY 340,940 0.8% MAIN TRADE AREA 387,560 0.9%

Source: Canberra Centre Consumer Research Report June 2010. Canberra Centre Foundation Study September 2010.

SOCIO-ECONOMIC

profile

Canberra is distinguished by a majority white collar population with significantly higher incomes compared with the Australian average. The average household income is 34% above the national

average. Housing costs as a percentage of income are generally lower for Canberra residents, which results in higher disposable incomes.

KEY SOCIO-ECONOMIC CHARACTERISTICS OF THE TRADE AREA POPULATION CHARACTERISTICS

PRIMARY

TOTAL MTA

AUSTRALIAN AVG.

Average Household Income $82,614 $90,259 $67,525 Average Per Capita Income $37,214 $34,958 $26,191 Average Age 36 years 35 years 37 years HOUSING STATUS Owner 27% 30% 35% Purchaser 25% 39% 35% Renter 47% 30% 29% LABOUR FORCE Labour Force Participation 69% 73% 65% % Unemployed 4% 3% 5% % White Collar Occupations 87% 81% 68% % Blue Collar Occupations 13% 19% 32% BIRTHPLACE Australian Born 73% 77% 76% Overseas Born 27% 23% 24% Asia 9% 3% 6% Europe 9% 9% 10% Other 9% 8% 8% Source: Canberra Centre Consumer Research Report June 2010. Canberra Centre Foundation Study September 2010.


Sydney Sutton

Barton Hwy

Gungahlin Marketplace

Federal Hwy

20km

Watson

Westfield Belconnen 10km

Braddon O’Connor

Ainslie

5km

Reid

Canberra Centre Parkes Way

Weston Creek

Campbell

Lake Burley Griffin Capital Hill

Kingston

Airport

Barton Manuka Red Hill

Griffith

DFO

Kings Hwy

Canberra Ave

Westfield Woden

5km

N

Monaro Hwy

Primary Secondary Key Centres

Tuggeranong Hyperdome

Area Map: URBIS 2011

CUSTOMER profile KEY CHARACTERISTICS: • Predominantly female 72% vs. 28% male • 59% of customers are aged 25 – 59 years (the average age is 41 years) • CBD workers • 42% singles/couples with no dependant children • Employed in a professional occupation • Average household income $76,500 p.a. (Includes CBD students) The data set out in the Customer Profile is taken from Canberra Centre Consumer Research Report June 2010 and/or Canberra Centre Foundation Study September 2010

TOURISTS: The tourist market contributes significantly to sales and traffic • 18% of Centre customers originate from outside the Centre’s main trade area • On average, visitors come to Canberra 4.9 times per year. The prime purpose of visiting is either for a holiday (32%) or to visit friends and/ or relatives (37%). A further 18% of visitors are in Canberra for business purposes TYPICAL CUSTOMER SHOPPING HABITS: • High frequency of use (averaging 96 visits p.a.) • 62% travel by car • Average length of stay is 42mins for a CBD worker, 30mins for students and inner north residents whilst those living further away (mid to outer areas) spend approximately 90mins • Fashion and groceries are the two main catalysts for visitation


MARKETING

INITIATIVES

Effective Ways to Maximise Your Sales and Exposure There are numerous marketing and Brand iQ opportunities on offer to our valued retailers. We encourage you to take advantage of these opportunities to maximise sales and increase exposure. The Canberra Centre Marketing and Brand iQ teams are always available and we welcome you to contact us to discuss your store’s future marketing plans. In addition to the Centre based marketing initiatives, Brand iQ can tailor packages that work within your marketing budget. Brand iQ will put your brand in front of thousands of customers and can be booked locally or nationally. To secure your position in our annual plan or to discuss further sales generating opportunities for your store, please contact us to make an appointment. Phone: 02 6247 5611 Email: marketing@canberracentre.com.au

Customer Service Canberra Centre Customer Service can assist with the following:

GIFT CARDS

CUSTOMER SERVICE Canberra Centre Customer Service can assist with the following: • Information and collection point for Centre events, promotions, competitions, bookings and VIP registrations • Hiring of equipment including wheelchairs, prams and scooters • Gift Card sales • Lost and found • Public transport information • Personal Styling Service bookings • Tourism information • Ticketek sales and ticket collection

• Information and collection point for Centre events, promotions, competitions, bookings Gift Cards are available for purchase and VIP registrations • Hiring of equipment including wheelchairs, from the Customer Service Desk and are redeemable at a selection of prams and scooters specialty stores in Centre. Gift Card • Gift Card sales participation can be a great way to • Lost & Found • Public transport information increase your sales and encourage • Personal Styling Service bookings repeat visitations from our customers. • Tourism information

Your store will need to be registered on the Gift Card system prior to accepting Gift Cards. It’s simple and easy, so contact us to ensure you are activated. Gift Card processing instructions: 1. Swipe card that can be put Gift Cards Gift Cards are available for purchase from the through the eftpos machine Customer Service Desk and are redeemable 2. Select savings account at a selection of specialty stores in-centre. 3. Enter 4 digit pin number Gift Card participation can be a great way to increase your sales and encourage repeat 4. Check eftpos receipt to confirm sale has been approved visitations from our customers. Your store will need to be registered on the 5. Return card to customer Gift Card system prior to accepting Gift Cards.For enquiries or problems with It’s simple and easy, so contact us to ensure transactions, please contact our you are activated. Customer Service Desk on 02 6276 4222. Gift Card processing instructions: 1. Swipe card through the eftpos machine 2. Select savings account 3. Enter 4 digit pin number


newsletter

fi rsTs

for canbe new sTor

RETAIL NEWS

february 2013

s

of fashion

It’s 2013; Canberra celebrates its 100th anniversary and Canberra Centre celebrates its 50th anniversary, so let the celebrations begin! Canberra Centre (formerly Monaro Mall) was officially opened by Prime Minister Robert Menzies on 6 March 1963. At that time, Canberra’s population was just 50,000; in 2013 it is over 380,000. Canberra Centre continues to meet the expectations of a CBD shopping centre, offering unique and international retailers to the market and cementing its position as Canberra’s premier shopping Centre. To celebrate, we have a comprehensive marketing program planned (see page 3) and we are thrilled about the retailer changes underway in 2013 including the introduction of Spanish retailer Zara on Level 1, Hype DC and Matchbox kitchenware opening in the coming months and there is more to come! We are also excited about an ambience upgrade of Canberra Centre’s mall furniture with new seating, rugs and plants. We look forward to sharing more exciting changes with you in the coming months as we celebrate this 50th year of Canberra Centre in 2013. Happy Birthday Canberra Centre! Kind regards Karen Noad Senior Centre Manager centremanager@canberracentre.com.au

50 year fashion

Matchb ox one leading indepen of Australia’s dent kitchenw and cookwa are re stores in Australiaretailers with 25 their first Canberr , will be opening a store in the Ground May on Level near Telstra Store.

s of fasH

ion eVen Ts

Hype DC is a shoe shop with difference. a They lifestyle shoes range hard to find merchandising in a wide variety, them like pieces art. Their of first Canber ra store will open on Level 1 in March.

showings Beauty, makeup & colour – In line with Fashion showing Saturday 2 Canberra Centre’s Corporate s with models March style – Saturda in 2013, the including a 50th annivers and compere workshop autumn winter y 23 March Dressing for or worksho showcase 2013 campaig ary create the your body ps on how 50 years of latest looks n will shape – Saturday to fashion and for autumn five decades how the past dates 6 April winter 2013. 40+ and fabulous can be seen and Times – Saturda in the season. The y 13 April 30-minute 36-page autumntrends of the new Friday of Culture personal 15 to Sunday winter styling sessio Magazine 17 March Booking is will be inserted edition to Sunday 24th Canberra Times and Friday ns $50 per session March 22 in The on 4 March Canberra and includes distributed with a further Centre Gift in Centre a $50 12,000 Card and by promotio from magazin style dates: nal crew and bag e stands. FIFTY Sundays on To mark the 50th annivers 3, 24 March YEARS April. Betwee Centre’s ary celebrat and 7, 14 n 10am to of fashion winter campaig ions, the 3.30pm autumn around Canberr n was shot on location in and a Centre taking landmark in the Centre’s features. The fashion event will include a series of fashion calendar with a series showings, of themed coupled fashion style personal styling classes and sessions in The Hub. press – Canberr Weekly Magazin a Times and The Canberr a e. radio - Peak yoUr cHan placement ce To sHin on highlighting We have range of stores. Mix 106.3 e planned a number of digital – Website for retailers opportunities fasH to be , Facebook, ion and Web Banners product samples involved including beaUTy , e-newsletters Canberra Times for style bags providing classes sTyle culture to custome to VIP member distribut rs at fashion magazine s. product for events, inclusio ed Fashion Style – 40,000 inserted in Classes will visual merchan copies n The Canberr be present offers at dising, providinof The Hub by a Times and ed in the copies in fashion Canberra centre and 12,000 roaming promoti showings in Centre g Victoria and Centre stylists, to VIP member Samantha. onal staff, by will in centre s. The can provide cover a signage Style Classes offers, articles in addition you – Banners different throughout theme each included and posters the centre. on the Canberr and images to be incorporating the latest seasona week, externa and Facebo a Centre and showca ok pages. l signage l trends website sing CBD Office fashion, accesso Canberra Centre advertising. tower lift retailers’ ries and beauty products. Visual mercha ndising – fashion displays Mannequin and display cases. fashion

of inspiration

Ozmosis one of Australia’s largest surf, skate and retailers fashion opened in Novemb adjacent to er the Level 1 Foodcourt.

Zara announc ed their first Canberrin December the opening of a Store in The store autumn 2013. is the 7th Zara Australia and will carry store to open in and children men’s, women’ ’s ranges. s Zara on The opening Level 1 will further strength of Canberra Centre’s position en shopping as the premier destination in the ACT.

50 year

50 years

rra

e open ings

in TH e media

1963-2013

Since Prime Minister Robert Menzies first opened Canberra Centre in March 1963, it has reigned as the leader in fashion inspiration for 50 years. Offering an outstanding collection of Australian and International brands, our 50 year celebration starts with Autumn Winter Fashion 2013 in store now.

www.canberracentre.com.au

RETAILER NEWSLETTER Published quarterly, Canberra Centre retailer newsletters provide you with all the latest information about your Centre. Details regarding upcoming Centre activities, events and operational activities plus introduction of new stores and retail staff are all included. The newsletter is a great way for you to communicate with your fellow retailers. The newsletter is delivered to your store and can also be sent electronically on request.

CENTRE WEBSITE A new Centre website will be launching mid 2013, followed by smartphone applications for iOS and Android devices. The features available to retailers are summarised below and more detailed information will be distributed to each store prior to launch. Retailers will have the ability to submit content directly to our digital platforms via an online Retailer Content Portal. Offers and other visual content including your latest products and campaign imagery may be uploaded to the portal, which will feed content to the website and apps. The content will be targeted to shoppers based on their location, profile, and preferences. In addition, shoppers will have the ability to ‘favourite’ retailer content to save items to their profile, as well as share them to their social networks via Facebook, Twitter, Pinterest and more. Each retailer will have a dedicated page on the Centre website which will feature contact information, store location, store photos, store description, menus (food retailers only), available offers, and product imagery. In addition, retailers may set up Facebook and Twitter feeds on the page which will display the latest posts and tweets made by your brand. Note: All content submitted by retailers will be reviewed by Centre Management marketing prior to going live

More and m online to k events, stor and Centre prominenc store’s prom at www.can see the gre your expos

E-Mark

Today the in all businesse faster than be engaged their needs direct line o

Our databa member to with the lat customers.

Marketing Opportunities for Canberra Centre Retailers

food

opening late 2013

Dear Recipient, An exciting upgrade of the lower ground Food Court is now underway. Scheduled to reopen as a brand new food destination in late 2013, the refurbishment has been planned to elevate the casual dining quick service food offer within Canberra Centre. During the refurbishment, take advantage of the extensive food offer available at Canberra Centre for breakfast, lunch or dinner! Read on for details...

a new food experience An exciting new deconstructed layout will accomodate almost 900 diners with a range of new seating options including casual dining pods intermingled with seating pockets, communal dining and free Wi-Fi. The new Food Court will offer an elevated offer of quick service food choices, ranging from burgers and Japanese to healthy salads, fresh made-toorder sandwiches and barista served coffee.

convenient and relaxing With free Wi-Fi and a variety of seating options for almost 900 diners, the new Food Court will be a place to refuel during a shopping trip, catching up with friends or grabbing a quick bite between meetings.

more dining on level 1 The new Food Court is planned to open in late 2013. In the meantime, enjoy a vast selection of over 30 casual and formal dining options available to you at Canberra Centre including the level 1 Food court near Dendy cinemas.

fresh food, ground floor

north quarter

other cafes in centre

A selection of Fresh Food stores on Ground level Fresh Food Market offers casual dining and seating including Sushi Sushi, Salad bars at Majestic Fresh and Nutmeg, Dobinson’s Patisserie, Baker’s Delight,

North Quarter Restaurants on Bunda street offer a selection of alfresco and indoor dining options including Cream Cafe and Bar, Sammy’s Kitchen Asian, Wagamama, Babar Café and bar, Kingsleys’ Steak and Crab

In addition to specific dining precincts, Canberra Centre offers many cafes throughout the Centre including Coffee Club, Raw Sugar and Café Fontaine, Aroma café on Level 1, Coffee Guru on Ground level

Published m newsletter information regarding u and operat new stores The newsle communica The newsle can be ema

Centre

4 NEW FOOD COURT

Retaile

E-MARKETING AND SOCIAL MEDIA Customers want to be informed faster than ever before and will participate and be engaged if the information is targeted to their needs. E-marketing is cost effective and a direct line of communication with our shoppers. Our database is growing rapidly, so become a member today to ensure you are up to date with the latest opportunities to talk with our customers.


Centre Directories Bunda Street, Canberra City. Ph: 6247 5611 www.canberracentre.com.au

Directory boards are located at key locations throughout the Centre to assist customers in locating your store.

er

Bunda Street, Canberra City. Ph: 6247 5611 www.canberracentre.com.au

Core Trading Hours:

Monday to Thursday 9.00am – 5.30pm Friday 9.00am – 9.00pm Saturday 9.00am – 5.00pm Sunday 10.00am – 4.00pm Public Holidays 10.00am – 4.00pm

Car park o office

Canberra Centre 148 Bunda Street, Canberra City 2601 Ph: (02) 6247 5611 Fax: (02) 6257 5232 www.canberracentre.com.au

ts of .

Printed Centre directories also provide an easy guide to linking our customers with your store and are available at various locations throughout the Centre and the Customer Service Desk for customer convenience.

CENTRE DIRECTORIES

e 1 (L1) L Level

Digital directories are located in key positions throughout the Centre to assist customers in locating your store. Printed Centre directories also provide an easy guide to linking our customers with your store and are available at various locations throughout the Centre and at the Customer Service Desk for customer convenience.

.

Aldi A

G u Floor o (G) G Ground

Majorr stores Stores e

ATM T e Telephone

Lift Escalator/Travelator r o

Customer Service o v Lounge g

Restrooms e

Stairs

Parent’s n Room m

Accessible Toilets c T

FREE WiFi i

Lower o e Ground r n Floor l (LG) G

In-Centre Signage & Take One Stands 30 x 40 posters and take one stands are located at all entrances and are a great way to communicate with customers. Posters must be supplied and bookings can be made through the Marketing Team, subject to availability.

IN CENTRE SIGNAGE AND TAKE ONE STANDS

dia

or ed nd

30 x 40 posters and take one stands Culture Vulture VIPare located throughout the Centre and are a great way to communicate with customers. Posters must be suppliedMembership and bookings canProgram be made through the Marketing Team, subject to availability. The Culture Vulture VIP Membership Program

a ers.

a e r

is aimed at facilitating customer loyalty and offers customers exclusive rewards including: • Benefits and discounts from participating retailers 5 • Invitations to VIP events • Access to exclusive competitions • Online magazines highlighting seasonal trends

CULTURE VIP There are thousands of registered MEMBERSHIP PROGRAMME Culture Vultures providing a useful tool Print

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The Canberra Centre VIP Membership Programme is aimed at facilitating for segmented marketing. customer loyalty and offers customers exclusive rewards including: How Can I Participate? • A personalised card Simply contact membership the Marketing Team • Benefits and discounts from on 02 6247participating 5611 or emailretailers marketing@canberracentre.com.au • Invitations to VIP events • Access to exclusive competitions • Online magazines highlighting seasonal trends There are thousands of registered members providing a useful tool for The Hub segmented marketing.

The Hub is Canberra’s new boutique conference centre and offers a flexible meeting space which can be tailored to meet your needs. Perfect for presentations, workshops, product launches or conducting interviews, The Hub includes a dedicated entry, impressive foyer, meeting room, kitchenette, flexible function space, presentation facilities and catering packages.

THE HUB

The Hub is Canberra Centre’s boutique conference centre and offers a How Can I Book The Hub? flexible meeting space which can be tailored to meet your needs. Perfect For bookings and fees simply contact for presentations, workshops, the Canberra Centre Brand iQproduct Team launches or conducting interviews, The Hub dedicated entry, impressive foyer, meeting room, on 02includes 6247 5611a or email kitchenette, flexible function space, presentation facilities with catering customerservice@canberracentre.com.au packages available. for a booking package and further information.

6

Marketing Opportunities for Canberra Centre Retailers


Display Cases CultureDISPLAY Vulture VIP can be booked Our secure display cases CASES Display Cases on a fortnightly basis with a professional Membership Program Our secure display cases cases can be be booked Our secure display can booked on a fortnightly basis with merchandising service provided. These boxes

The Culture a Vulture VIP Membership Program a fortnightly basis with a professional areon positioned atmerchandising various locations throughout professional service provided. These boxes are is aimed at facilitating customer loyalty and merchandising service provided. These boxes the Centre and are subject to the Centre at andvarious are subject to availability. positioned locations throughout offers customers exclusive rewards including: are positioned at various locations throughout availability. How Can I Participate? the Centre and are subject • Benefits and discounts from participating to availability. Contact the Marketing Team as bookings retailers areHow Can I Participate? essential. Phone 02 6247 5611 or email • Invitations to VIP events Contact the Marketing Team as bookings marketing@canberracentre.com.au • Access to exclusive competitions are essential. Phone 02 6247 5611 or email • Online magazines highlighting seasonal trends marketing@canberracentre.com.au There are thousands of registered Culture Vultures providing a useful tool for segmented marketing.

Mannequin Displays Simply contact theMannequin Displays Marketing Team positioned DISPLAYS throughout the Centre and are MANNEQUIN

D

O o m ar th

H

C ar m

M

How Can I Participate? The Centre has various mannequin displays

on 02 6247 5611 The Centre has various mannequin displays or email used to highlight the unique fashion available marketing@canberracentre.com.au positionedCentre. throughout themonthly, Centre and are Canberra Rotated these The Centre has variousat mannequin displays positioned used to highlight the unique fashion available merchandising displays can be booked on a throughout Canberra Centre used to highlight the extensive at Canberra Centre. to Rotated monthly, these monthly basis (subject availability) with a fashion available at Canberra Centre. Rotated monthly merchandising displays can be booked on a professional merchandising service provided. by professional stylists and visualbasis merchandisers, these with a monthly (subject to availability) Bookings are essential. merchandising displays can be booked subject to availability. professional merchandising service provided. The Hub is Canberra’s new boutique Bookings areBookings essential. essential. conference centre and offers a flexible meeting space which can be tailored to meet your needs. Perfect for presentations, workshops, product launches or conducting interviews, The Hub includes a dedicated entry, impressive foyer, meeting room, The scrolling LED Screen in the North kitchenette, flexible function space, Quarterand restaurant is a great way presentation facilities cateringprecinct packages. The scrolling LED Screen in the North to promote upcoming store offers and events. How Can I Book The Hub? Quarter restaurant precinct is a great way How Can I Participate? For bookings and fees simply contact to promote upcoming store offers and events. The scrolling LED Screen the North Quarter restaurant precinct is a Contact the Marketing Team asin bookings the Canberra Centre Brand iQ Team great way to promote upcoming store offers and events. How Can I Participate? areor essential. on 02 6247 5611 email Phone 02 6247 5611 or email Contact the Marketing Team as bookings marketing@canberracentre.com.au customerservice@canberracentre.com.au are essential. Phone 02 6247 5611 or email for a booking package and further Subject to availability. marketing@canberracentre.com.au information.

The Hub

LED Screen LED Screen

LED SCREEN

Subject to availability.

T p us at m m p

B

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arketing Opportunities for Canberra Centre Retailers

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Who do I contact regarding these opportunities? Print

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Our goal isPrintto ensure stores achieve Closethat all Zoom Out Zoom In Previous their maximum potential and that every opportunity is made available to promote your business. We know our market, we understand customers and we use this knowledge to grow sales and drive traffic. To find out more, please call us today on 02 6247 5611 or email marketing@canberracentre.com.au and make an appointment.

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Intelligent retail out-of-home media with multiple touch points in QIC Shopping Centres, with local or national coverage.

what is brand iQ? Brand iQ is the ultimate platform for putting your brand in front of thousands of shoppers every minute of every day. Brand iQ options offer great flexibility, enabling you to tailor an innovative customer focused solutions with measurable return on investment. Brand iQ can develop a multi-faceted campaign across a variety of experiential, static or digital media including large format banners, decals, mall leasing or pop-up retail, glossy magazines, digital display advertising, member communications, in Centre digital directories and more.


proximity media Proximity media delivers your brand and campaign message to customers across a variety of highly visible locations in our Shopping Centres. Centre specific options include atrium banners, mall banners, and lift and escalator wraps.

experiential marketing

digital media

print media

Whether it be for a product trial, launch, direct sales or to promote an upcoming event, experiential marketing options will allow you to engage with passing customers and take advantage of the path to purchase sales opportunity. Experiential options include mall leasing or pop-up retail, roaming, sampling and more.

Target your communication to interested customers online with up-to-the-minute interactive opportunities which include websites, mobile, e-newsletters and social media networks. In addition, full screen static, animated or interactive advertising is available on in Centre digital directories allowing brands to engage with thousands of customers in the search phase of their shopping journey.

Regarded as one of the most targeted and informative communication mediums available, sell your brand across a wide range of print collateral including in Centre posters, newsletters and magazines.

contact For more information, and to build your custom Brand iQ package visit www.brandiq.com.au

Ben Jarrett Brand iQ Sales Manager Phone: 02 6247 5611 Mobile: 0448 888 060 Email: b.jarrett@cc.qic.com

Rose Orr Brand iQ Agency Sales Manager Phone: +61 2 9347 3366 Mobile: 0435 966 520 Email: r.orr@qic.com


CAMPAIGN FOCUS:

GIFTS FOR MEN

14.4% of total Centre sales generated in July and August

+ 14.4%

Source: Canberra Centre Retail Sales Report Gross SCCA, April 2013

RETAILER CHECKLIST How to get involved...

 ook out for His Culture briefing kit and return participation L form to Canberra Centre marketing  ontact Canberra Centre marketing on how to be involved C in the Spring Summer Culture Magazine and e-news series

JUL13

 ook out for Spring Summer 2013 briefing kit and return L participation form to Canberra Centre marketing

MON 01

 ubmit online offers for VIP member e-newsletters S and website article page Provide offers and news for His Culture campaign for Centre e-newsletters Provide product to stylists for in Centre mannequin styling and visual merchandising for His Culture campaign.

TUES 02

WED 03

THURS 04

FRI 05

SAT 06

SUN 07

MON 08

TUES 09

WED 10

THURS 11

FRI 12

SAT 13

SUN 14

MON 15

TUES 16

WED 17

THURS 18

FRI 19

SAT 20

SUN 21

MON 22

TUES 23

WED 24

THURS 25

FRI 26

SAT 27

SUN 28

MON 29

TUES 30

WED 31

NEW VIP EXCLUSIVE OFFERS LAUNCH


HIS CULTURE Secondary elements

Primary elements With over 30 mens and unisex retailers plus David Jones, Myer, Target, Big W, ZARA and Apple all under one roof, Canberra Centre is the ultimate destination for gifts and fashion for men. Leading up to Father’s Day, the Centre will be themed using eye catching visual merchandising and signage, further supported by external media, premium press and radio placement. The Men’s Culture campaign is designed to target both men (including CBD workers), women shopping for men and couples shopping together.

ACT SCHOOL HOLIDAYS 5 July - 21 July

MEN’S CULTURE CAMPAIGN 11 August - 1 September

Growing the Canberra Centre VIP database will be a key objective in 2013. VIP members receive a personalised card providing access to special offers at participating stores, advance copies of Culture Magazine, invitations to premium events and shopping occasions, the latest Centre news and the chance to win fabulous prizes.

KEY DATES

RETAILER ACTION PLAN

AUG13

• Aim to exceed store budget • • • • • •

THURS 01

FRI 02

FRESH FOOD SAMPLING

FRESH FOOD SAMPLING

SAT 03

SUN 04

MON 05

TUES 06

WED 07

THURS 08

FRI 09

SAT 10

SUN 11

MON 12

TUES 13

WED 14

THURS 15

FRI 16

SAT 17

SUN 18

MON 19

TUES 20

WED 21

THURS 22

FRI 23

SAT 24

SUN 25 30 STYLING SESSIONS FOR MEN IN THE HUB

MON 26

TUES 27

WED 28

THURS 29

FRI 30

SAT 31


CAMPAIGN FOCUS:

SPRING SUMMER FASHION

+ 17.1%

Specialty apparel contributes 17.1% of total Centre sales

Source: Canberra Centre Retail Sales Report Gross SCCA, April 2013

RETAILER CHECKLIST How to get involved...

Get involved with The Hub styling classes and fashion events

Provide product for style bags for fashion events

Keep an eye out for the Christmas briefing kit

Make the most of our fresh food sampling

 upply product for mannequin displays, display cases and S fashion events

SEP13

 ook out for Culture Magazine in Centre and promote to L customers

SUN 01 FATHER’S DAY

MON 02

TUES 03

WED 04

THURS 05

FRI 06

SAT 07

SUN 08

MON 09

TUES 10

WED 11

THURS 12

FRI 13

SAT 14

SUN 15

FLORIADE SHUTTLE SERVICE STARTS

FASHION CAMPAIGN LAUNCHES

MON 16

TUES 17

WED 18

THURS 19

FRI 20

SAT 21

SUN 22

VIP FASHION SHOWINGS IN THE HUB

FASHION SHOWINGS IN CENTRE

FASHION SHOWINGS IN CENTRE

MON 23

TUES 24

WED 25

THURS 26

FRI 27

SAT 28

SUN 29

FASHION ACTIVATION AT FLORIADE

FASHION ACTIVATION AT FLORIADE

FASHION ACTIVATION AT FLORIADE

FASHION ACTIVATION AT FLORIADE

FASHION ACTIVATION AT FLORIADE

FASHION ACTIVATION AT FLORIADE

FASHION ACTIVATION AT FLORIADE


Secondary elements

Primary elements The Spring Summer 2013 campaign will showcase the new season trends and extensive fashion offer at Canberra Centre. The campaign will launch with Culture Magazine and a series of fashion events hosted in Centre and off site at Floriade. Canberra Centre stylists will host styling workshops and 30 minute personal styling sessions in The Hub, paired with striking mannequin displays and visual merchandising to convert Centre browsers into shoppers.

ACT SCHOOL HOLIDAYS 28 September - 12 October

Canberra Centre will offer a free shuttle service to Floriade from Canberra Centre. The shuttle service will be communicated through targeted tourism publications, visitor information centres and at Floriade.

CANBERRA CENTRE FASHION SHOWCASE 21 - 29 September

FLOUR ISH in men’s fashion

fashion

SPRING SUMMER FASHION

Spring Summer Fashio n now in store Bugatti Hugo Boss R M Williams G-Star Raw Oroton Tie Rack Aquila SABA McGlades Jewellers Trenery Peter Alexander Oxford Marcs Rodd & Gunn and many more.

KEY DATES

www.canberracentre.co

m.au

RETAILER ACTION PLAN • Merchandise store window • • • • • •

MON 30

TUES 01

WED 02

THURS 03

FRI 04

SAT 05

SUN 06

TUES 08

WED 09

THURS 10

FRI 11

SAT 12

SUN 13

LABOUR DAY PUBLIC HOLIDAY

MON 07

OCT13

ACT FAMILY & COMMUNITY DAY PUBLIC HOLIDAY

FLORIADE SHUTTLE SERVICE ENDS

MON 14

TUES 15

WED 16

THURS 17

FRI 18

MON 21

TUES 22

WED 23

THURS 24

FRI 25

MON 28

TUES 29

WED 30

THURS 31

SAT 19

SAT 26

SUN 20

SUN 27


CAMPAIGN FOCUS:

CHRISTMAS

November and December sales represent 22% of Canberra Centre sales for the year

+

22%

Source: Canberra Centre Retail Sales Report Gross SCCA, April 2013

RETAILER CHECKLIST How to get involved...

NOV13

C  reate eye catching visual merchandising for your store with a focus on ‘timeless’ gift ideas S  upply product images and copy for the Christmas online gift guide P  rovide unique product for gift displays for visual merchandising displays in Centre

 istribute Centre trading hours cards and Christmas D shopping guide to customers Confirm and roster accordingly to support the Centre’s extended Christmas shopping hours Promote personal shopping service to customers providing special offer for service

FRI 01

SAT 02

SUN 03

CHRISTMAS CAMPAIGN COMMENCES

MON 04

TUES 05

WED 06

THURS 07

FRI 08

SAT 09

SUN 10

TUES 12

WED 13

THURS 14

FRI 15

SAT 16

SUN 17

SUN 24

CHRISTMAS DECORATIONS INSTALLED

MON 11

CHRISTMAS GIFT FINDER AVAILABLE ONLINE

MON 18

TUES 19

WED 20

THURS 21

FRI 22

SAT 23

MON 25

TUES 26

WED 27

THURS 28

FRI 29

FRI 30


CHRISTMAS 2013 Secondary elements

Christmas 2013 will be celebrated in a classic Christmas theme with all the traditional elements customers have come to know and love. New Christmas decorations and services to make Christmas that extra bit special including a ‘butler service’, personal Christmas shopping service, Christmas gift wrapping, an extensive trading hours campaign, traditional carolling and Christmas musical performances. External media including press, television, radio and digital mediums will communicate the unique offer at Canberra Centre. Timeless gift suggestions will be available to customers through in Centre visual merchandising, an online gift finder and through PR placement in premium press gift guides.

Following the refurbishment of Canberra Centre’s lower ground food court, a launch campaign will announce the opening of Canberra’s newest fast food destination. Tactical offers to drive trial will be supported by a targeted CBD advertising and PR campaign to create excitement and increase frequency of visitation to the new precinct.

A WORLD of choice

A Canberra Centre Gift

festive

Primary elements

Card

Your passport to a world of choice. Accepted at over 200 International and Australian Canberra Centre stores including David Jones. Available from the Customer Service Lounge on Level 1 or online at www.canberracen tre.com.au. *Conditions

and issuance fees apply. Visit www.canberracentre.com.au for details.

www.canberracentre.com

.au

SCHOOL HOLIDAYS COMMENCE 21 December

CHRISTMAS DECORATIONS INSTALLED 2 - 4 November

KEY DATES

RETAILER ACTION PLAN • Book staff Christmas party! • • • • • •

MON 30

TUES 31

MON 02

TUES 03

SUN 01

WED 04

THURS 05

FRI 06

SAT 07

SUN 08

THURS 12

FRI 13

SAT 14

SUN 15

DEC 13

CHRISTMAS ENTERTAINMENT STARTS

MON 09

TUES 10

WED 11

CHRISTMAS TRADING HOURS COMMENCE

MON 16

MON 23

TUES 17

TUES 24

CHRISTMAS IN CENTRE SERVICES COMMENCE

WED 18

THURS 19

FRI 20

FRESH FOOD SAMPLING

FRESH FOOD SAMPLING

WED 25

THURS 26

FRI 27

CHRISTMAS DAY

BOXING DAY SALE STARTS

SAT 21

SUN 22

SAT 28

SUN 29


CAMPAIGN FOCUS:

Dining

8.9% of Canberra Centre sales are generated by Food Catering category

+

8.9%

Source: Canberra Centre Retail Sales Report Gross SCCA, April 2013

RETAILER CHECKLIST How to get involved... Look out for the Valentine’s Day briefing kit

Centre briefing session for North Quarter retailers to maximise sales via the Centre marketing campaign

 eep an eye out for the Autumn Winter 2014 fashion K briefing kit

Fresh food retailers to provide your best selling lines for food tastings

WED 01

THURS 02

FRI 03

SAT 04

SUN 05

JAN14

NEW YEAR’S DAY PUBLIC HOLIDAY

MON 06

TUES 07

WED 08

THURS 09

FRI 10

SAT 11

SUN 12

MON 13

TUES 14

WED 15

THURS 16

FRI 17

SAT 18

SUN 19

MON 20

TUES 21

WED 22

THURS 23

FRI 24

SAT 25

SUN 26

TUES 28

WED 29

THURS 30

FRI 31

NORTH QUARTER CAMPAIGN COMMENCES

MON 27 AUSTRALIA DAY PUBLIC HOLIDAY


NORTH QUARTER RESTAURANTS Primary elements

Secondary elements

In late 2013 Canberra Centre will open new North Quarter restaurants strengthening our position as the ultimate dining and entertainment destination. A campaign will be launched to create a new level of interest in The North Quarter with awareness of the enhanced restaurant offer. The campaign will not only highlight the offer including Dendy Cinemas, but will also deliver tactical elements and entertainment to drive trial and visitation from the CBD and extensive tourist markets. Advertising elements will include in Centre signage, mobile billboards, targeted dining publications, CBD office lift signage, tourism publications in hotels and digital elements including web, e-newsletters, social media and website maximisation.

Valentine’s Day is on Friday 14 February and we will be focusing our attention on in Centre merchandising, signage and online to promote unique Valentine’s Day gift ideas to our existing shoppers. Facebook will be used to run a quirky Valentine’s Day promotion and provide inspiration on how to spend Valentine’s Day at Canberra Centre’s North Quarter restaurants offering live Friday night entertainment.

SCHOOL HOLIDAYS END 31 January

POST-CHRISTMAS SALE 1 - 31 January

KEY DATES

RETAILER ACTION PLAN

FEB14

• Check if you need to update staff parking permit • • • • • •

SAT 01

SUN 02

MON 03

TUES 04

WED 05

THURS 06

FRI 07

SAT 08

SUN 09

MON 10

TUES 11

WED 12

THURS 13

FRI 14

SAT 15

SUN 16

SAT 22

SUN 23

VALENTINE’S DAY FRESH FOOD SAMPLING

MON 17

TUES 18

WED 19

THURS 20

FRI 21

MON 24

TUES 25

WED 26

THURS 27

FRI 28


CAMPAIGN FOCUS:

AUTUMN WINTER FASHION

In March and April Canberra Centre generates 15.8% of total sales for the year

+ 15.8%

Source: Canberra Centre Retail Sales Report Gross SCCA, April 2013

RETAILER CHECKLIST How to get involved...

MAR14

 romote the Autumn Winter 2014 edition of Culture P Magazine to customers Merchandise your product lines featured in Culture Magazine Provide product and giveaways for in Centre fashion events

Provide Easter food and gift offers to appear in Easter VIP e-newsletters and online Promote the fresh food gift with purchase campaign to customers

SAT 01

SUN 02

MON 03

TUES 04

WED 05

THURS 06

FRI 07

SAT 08

SUN 09

MON 10

TUES 11

WED 12

THURS 13

FRI 14

SAT 15

SUN 16

TUES 18

WED 19

THURS 20

FRI 21

SAT 22

SUN 23

TUES 25

WED 26

THURS 27

FRI 28

SAT 29

SUN 30

CANBERRA DAY PUBLIC HOLIDAY

MON 17 FASHION CAMPAIGN COMMENCES

MON 24

FASHION EVENTS SERIES COMMENCES


AUTUMN WINTER FASHION Primary elements

Secondary elements

Autumn Winter 2014 campaign will showcase the new season trends and extensive fashion offer at Canberra Centre, positioning the Centre as Canberra’s leading fashion destination. The campaign will launch in March with Culture Magazine and a targeted media campaign including television and press. Canberra Centre stylists will also host a series of fashion events throughout March and April, featuring celebrity guest stylists. Visual merchandising will enhance the campaign with a range of mannequin displays and striking in centre signage. A gift with purchase campaign will be in place to drive increased fashion spend for retailers.

Easter holidays commence on Friday 18 April. In the lead up to this important fresh food trading period, the Centre will host a tactical fresh food campaign with a special gift for customers who spend $30 or more at specialty fresh food stores between 10 and 17 April. The campaign will be supported by fresh food sampling, signage, radio and press advertising.

FS 12 - 27 April

KEY DATES

RETAILER ACTION PLAN • Staff meeting • • • • • •

MON 31

TUES 01

WED 02

THURS 03

FRI 04

SAT 05

SUN 06

MON 07

TUES 08

WED 09

THURS 10

FRI 11

SAT 12

SUN 13

FRI 18

SAT 19

SUN 20

GOOD FRIDAY

EASTER SATURDAY

EASTER SUNDAY

FRI 25

SAT 26

SUN 27

FRESH FOOD CAMPAIGN STARTS

APR 14

MON 14

MON 21

TUES 15

TUES 22

WED 16

WED 23

THURS 24 ANZAC DAY

EASTER MONDAY

MON 28

THURS 17

TUES 29

WED 30


CAMPAIGN FOCUS:

FRESH FOOD

Fresh food and grocery spend accounts for 13.3% of total Centre turnover

+ 13.3%

Source: Canberra Centre Retail Sales Report Gross SCCA, April 2013

RETAILER CHECKLIST How to get involved...

P  articipate in visual merchandising opportunities for Mother’s Day

 rovide product and giveaways for food sampling P demonstrations in the fresh food precinct

P  romote the Canberra Centre Gift Card gift with purchase campaign to customers

 id Year Sale participation forms returned to Centre M marketing

MAY14

M  aximise the opportunity to close sales by promoting the Mother’s Day gift wrapping service

MON 05

TUES 06

WED 07

THURS 01

FRI 02

SAT 03

SUN 04

THURS 08

FRI 09

SAT 10

SUN 11 MOTHER’S DAY

MON 12

TUES 13

WED 14

THURS 15

FRI 16

SAT 17

SUN 18

MON 19

TUES 20

WED 21

THURS 22

FRI 23

SAT 24

SUN 25

MON 26

TUES 27

WED 28

THURS 29

FRI 30

SAT 31


FRESH FOOD Primary elements

Secondary elements

With approximately 35,000 local area workers within the CBD, and 23% of these shoppers using Canberra Centre as their main Centre of choice for food and grocery shopping, an opportunity exists to grow sales from this valuable market. Use of top-up food shopping reminders before customers leave the Centre will work to drive traffic to the fresh food stores and increase food specialty spend. The strategy is to convert Centre shoppers into fresh food shoppers using quick key messages with menu options, recipes and food sampling. The Winter season will include a series of food demonstrations and a Winter food gift with purchase campaign.

Mother’s Day campaign will include an online gift guide, visual merchandising and a gift with purchase promotion. Retailers will have the opportunity to participate in the gift guide, emailed to over 10,000 Canberra Centre VIP members.

Source: Canberra Centre Consumer Research Report, June 2010

MOTHER’S DAY CAMPAIGN 21 April - 11 May

Source: Canberra Centre Market Research and Strategy Report, May 2009

KEY DATES

RETAILER ACTION PLAN • Check in with centre management for upcoming events • • • • • •

SUN 01

JUN14

MON 30

MON 02

TUES 03

WED 04

THURS 05

FRI 06

SAT 07

SUN 08

MON 09

TUES 10

WED 11

THURS 12

FRI 13

SAT 14

SUN 15

WINTER FRESH FOOD CAMPAIGN

QUEEN’S BIRTHDAY HOLIDAY

MON 16

TUES 17

WED 18

THURS 19

FRI 20

SAT 21

SUN 22

MON 23

TUES 24

WED 25

THURS 26

FRI 27

SAT 28

SUN 29


NOTES


NOTES


CANBERRA CENTRE MARKETING Bunda Street, Canberra City ACT 2601 PO Box 271, Civic Square ACT 2608 T (02) 6247 5611 F (02) 6257 5232 E marketing@canberracentre.com.au canberracentre.com.au

DISCLAIMER: Part of the centre is owned by Canberra Centre Investments Pty Ltd and QIC Limited and part of the centre is owned by Canberra Centre Investments Pty Ltd and QIC Westpoint Pty Ltd. The whole centre is managed by QIC Properties Pty Ltd. QIC Limited, Canberra Centre Investments Pty Ltd and QIC Westpoint Pty Ltd and their respective associated companies, subsidiaries, agents and employees (QIC) have prepared the information in this brochure in good faith. However, the information is not intended to constitute advice and you should make your own enquiries and seek professional advice before relying on this information. Photographs and illustrations and indicative only. QIC reserves the right to change any part of the marketing plan from that shown or described in this brochure. You should make your own enquiries in relation to and in respect of the contents of this brochure, including anything shown or described in this brochure. QIC does not warrant the accuracy of the information in this brochure, and to the maximum extent permitted by law, disclaims responsibility for any loss or damage of any nature whatsoever which may be suffered by any person directly or indirectly through relying upon it, whether that loss or damage is caused by any fault or negligence of QIC or otherwise. QIC accepts no responsibility for the accuracy of statements made in this brochure which are based on information and research published by others. References to future matters in this brochure are based on QIC’s current knowledge or intentions and are subject to change. Details contained in this brochure are believed to be correct at the time of publication (May 2013).


Canb0369 marketing calendar & initiatives book 2013 fa2 single pages  
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