Marketing Opportunities Pack broadwayshoppingcentre.com
About The Centre BROADWAY SHOPPING CENTRE IS THE PREMIER SHOPPING DESTINATION IN BEXLEYHEATH Situated at the heart of the town, Broadway Shopping Centre has over 70 shops, cafĂŠs and restaurants and boasts an extensive range of popular high street names including New Look, Boots, JD, Marks & Spencer, WH Smith, River Island, H&M and TK Maxxa; all of which are positioned alongside a varied selection of unique and independent stores.
From July to December 2013, we have some fantastic activity planned and ask that you take time to carefully read through this opportunities pack to discover how your store can get involved with the full range of marketing, PR and events at Broadway Shopping Centre. Our marketing team is here to support you and ensure you get the most out of all elements of our 2013 strategy, with the ultimate aims being to drive footfall to your store and enhance sales performance.
Image courtesy of H&M
2013 Marketing Strategy Our 2013 marketing strategy has been developed and is delivered to consolidate Broadway Shopping Centre’s position as a regionally important, local shopping destination. This is achieved through adhering to clear and targeted marketing objectives:
• Develop and build on the Broadway Shopping Centre
brand and identity. • Continue to encourage retailer participation in activities
and directly link marketing and promotional activity to drive sales by increasing footfall into the centre and our stores. • Create events targeting key audiences. Hold ‘Family’
and ‘Fashion’ led events during key seasonal trading times and school holiday periods to drive footfall, increase dwell time and raise average spend. • Develop the website, encouraging use from retailers
and build on social media presence, increasing the user base. • Continue to work with and develop relationships with
local stakeholders. • Deliver regular PR activities focusing on product placed
features, competitions, retailer stories together with pre and post events coverage.
2013 Media Strategy The media strategy for 2013 is focused on delivering standout brand awareness for Broadway Shopping Centre and its retailers at key trading periods throughout the year and to drive engagement for our scheduled event activities. The media schedule has been devised utilising the latest market research data to provide the best ROI for Broadway Shopping Centre and our retailers.
KEY OBJECTIVES: • Deliver a clear and targeted media strategy. • Develop and maintain brand awareness of Broadway Shopping Centre, building on our established identity. • Raise the profile of the retail mix. • Drive sales and footfall; especially around key events and trading periods.
Image courtesy
of M&S
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Image courtesy of Accessorize
Website BROADWAYSHOPPINGCENTRE.COM We are in the process of delivering an upgrade to our existing website to enhance the user experience and offer greater opportunities to promote our stores. The new site is scheduled to go live in August. Our website can be updated on a daily basis so please contact the Marketing Team to provide details for inclusion such as latest store news, captivating shopper events, offers and any upcoming job vacancies you may be looking to fill!
Social Media BROADWAYSHOPPING @BROADWAYBEXLEY Our social media platforms allows us to communicate to our target audience quickly and effectively. Over the last 12 months we have built strong fan communities for each page with Facebook fans currently standing at 2,853 and Twitter followers at 464. In addition to supplying information and products you would like us to promote, please also consider providing prizes for competitions as these help drive the engagement on our pages and are a highly effective way of raising awareness of your brand.
Public Relations & Press Office The Marketing team will continue to secure regular press coverage on a monthly basis for Broadway Shopping Centre and our retailers. PR activity supports the marketing strategy by seeking pre and post event coverage, as well as co-ordinating competitions, product-placement features and raising awareness of retailer offers, news and promotions in the local catchment. To discuss a potential PR story for your store, please contact the Marketing Team.
Retailer Communication All activity and events at Broadway Shopping Centre will be communicated to our tenants via the following methods… • Retailer Marketing Opportunities Pack • One-to-one meetings • Event memos If you would like to book a slot for a member of the marketing team to come to you and discuss how you can get involved in future activity simply let us know and we’ll come to you.
Stakeholder Relations Located in the heart of Bexleyheath, Broadway Shopping Centre plays an important role in the makeup and local economy of the Town. We understand the responsibility we hold and the need to act in the best interests of the community, its residents and visitors. We will continue to work alongside the Council, Bexleyheath BID and other organisations to increase the Centre’s participation in town centre events.
Image courtesy of River Island
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Upcoming Events & Campaigns Schools Out Shopping Vouchers LIVE END OF JULY To celebrate the official start of summer (when the kids break from school), Broadway Shopping Centre will be producing a total of 7,500 high quality voucher booklets – featuring space for up to 36 store offers – all of which will be hand distributed throughout the Centre over the school summer holiday period. This activity is being delivered to drive footfall and sales performance at your stores and we would like to include as many stores as possible. Please be proactive and let us know what we can feature for you. Spaces are limited and will be given out on a first come, first served basis!
Get Musical on Broadway! TUESDAY 30TH JULY TO SATURDAY 3RD AUGUST We will give shoppers in Bexleyheath the chance to Get Musical on Broadway and have fun with musical-themed interactive activities, meet our larger than life character performers and be immersed in marvellous musical mayhem! Our main promotional area will be transformed into a ‘Broadway’ themed stage consisting of red curtains a black and white checked floor, showbiz lighting, musical notes and more. This backdrop will provide a fitting set for our larger than life performers Barry Broad and Henrietta Husherette, who will lead shoppers in activities such as live performances by local dance groups, theatrical interactive treasure hunts, the Broadway No-Way, Yes-Way Choir, voucher giveaways and much more. Image courtesy of Monsoon
Broadway Fashion Weekend FRIDAY 27TH SEPTEMBER TO SUNDAY 29TH SEPTEMBER Broadway Shopping Centre will be hosting its very own Fashion Weekend featuring live fashion flash mob displays, voucher giveaways and more. Running Friday through Sunday, five flash mob shows will take place each day at 12pm, 1pm, 2pm, 3pm and 4pm. And prior to the Broadway Fashion Weekend, stylists will be on hand to borrow clothing from stores who wish to participate. All items will be signed out and returned on the afternoon of Sunday 29th September. To drive sales and footfall over the fashion weekend and the following weeks we will also be producing an Autumn/Winter fashion booklet containing a selection of captivating store offers.
Image courtesy of River Island
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Mike The Knight TUESDAY 29TH OCTOBER On Tuesday 29th October we will be hosting a series of meet and greet opportunities with the popular CBeebies star Mike the Knight. Mike is a 10-year old boy, whose mission to “Be a Knight, do it right” sees him set out to protect his kingdom and make Mum proud! Targeting pre-school children (3 to 5 year olds) our Mike the Knight character visit will receive heavy onsite and media promotion with a view to driving family visits at the start of the October Half Term.
Halloween ‘Zombathon’ THURSDAY 31ST OCTOBER This year Thursday 31st October falls perfectly within the Autumn Half term and so to celebrate we will transform Broadway Shopping with our Halloween ‘Zombathon’. The day will be led by three ghoulish performers and be based around a zombification station for shoppers with activities set to include zombie dancing lessons, mummy-making and spooky treasure hunts. We would like to work closely with retailers to help transform Broadway Shopping Centre for this one day event and actively encourage all staff to dress in appropriate Halloween costumes to deliver the biggest impact possible for our shoppers!
Christmas Launch Event SATURDAY 9TH NOVEMBER To celebrate the official start of Christmas and welcome Santa to his wonderful Fairytale Castle themed Grotto, we will have a day full of fun featuring mix and mingle performers, storytelling and treasure hunts throughout the Centre. Our in-centre activities will form the basis for the Town Centre wide Christmas light switch on event and will be heavily promoted to drive shopper awareness and engagement.
Santa’s Grotto 9TH NOVEMBER TO CHRISTMAS EVE From Saturday 9th November Santa will be in residence within his Fairytale Castle themed Grotto and will be welcoming visitors right through until Christmas Eve. His position at the heart of Broadway Shopping Centre will provide the focus of our 2013 Christmas activities and a heavyweight media campaign will be delivered to highlight Broadway Shopping Centre as the destination to visit Santa this Christmas.
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Image courtesy of TK MAXX
SO YOU ENJOY THE FULL BENEFITS OF OUR 2013 MARKETING ACTIVITIES PLEASE TAKE A PROACTIVE APPROACH AND STAY IN REGULAR CONTACT WITH OUR TEAM. TO CONTACT OUR MARKETING TEAM PLEASE USE THE DETAILS BELOW...
Christine Barton Retail Liason Co-ordinator Christine.barton@broadwayshoppingcentre.com 020 8301 2956
Chris Coleman-Brown Associate Director Chris.colemanbrown@eu.jll.com 07808 102220
Address BROADWAY SHOPPING CENTRE MANAGEMENT SUITE BEXLEYHEATH KENT DA6 7JN