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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

GGV CENTRE EVENTS: NOVEMBER 1999 – APRIL 2000 NOVEMBER: ‘Best Of The Fresh Promotion: November 10 – 13’ Aim:

To create a fresh food sale week promoting the diversity and value obtainable at the Fresh Food retailers at Golden Grove Village Shopping Centre.

Objectives:

To achieve fresh food category sales of $575,000 for November 1999.

Media:

20,000 flyers locally distributed. SAFM Radio campaign commences Wednesday 10 and concludes November 13.

Signage:

2 x A2 Tasting the Village Signs installed in Centre October 28.

Activities:

Tasting the Village; Coordinated cooking displays planned Friday 12 – supported by ETSA. Best of The Fresh Flyer; Deadline for inclusion of text in 20,000 6 panel two-colour “BEST OF THE FRESH PROMOTION” flyer – Monday October 25.

Notes:

Centre retailers need to approach all receptive food suppliers, sales representatives so as to alert them to the week commencing November 10. Memo to advise retailers out October 21. Flyer distribution – November 8/9. Need a maximum of three specials for inclusion in the two colour flyer that is aimed at reminding Centre customers and new customers . Specials must be genuine specials and instantly appealing both in value and quality. Require 2 X A2 Tasting the Village signs returned from SIGNCRAFT by October 27. Memo to ‘Fresh Food’ category retailers on October 21 thanking those who attended category meeting, and reminding all category retailers of the need to be involved in Tasting the Village promotion and detailing how this can be achieved. Category meeting held with Fresh Food Category reps; those attending being; Lenards Chicken, Bakers Delight, Gourmet Deli, and Unruly Tabouli. NB: Require Fresh Food retailers to also inform Centre Management of names and contact numbers of positive sales reps and suppliers who would be likely/ could be involved in tastings/ food promotions at the Centre over a dedicated period - November 10 – 13. Thus creating a comprehensive program of tasting promotions.

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

NOVEMBER: ‘November Lay By Now Sale:

November 25 – 27’

Aim:

To create a strong sales promotion for the Centre that encourages Christmas gift buying using lay–by purchases. To create an additional “early” Christmas consumer spend period.

Objectives:

To achieve an overall 8% total centre sales increase for November.

Media:

SAFM radio campaign commences Thursday 25 November and concludes Saturday 27 November. Leader Messenger advertising feature with editorial outlining key specials, the “Have a Village Christmas…” theme, and Center program highlights.

Signage:

Use of hang down corflutes with stick on A3 panels ‘LAY-BY’ NOW SALE required to be set Wednesday November 24 - PM. Required back from printer Monday November 22.

Methodology:

Trestles sale centre environment offered to centre retailers. Encourage genuine specials that will grab and appeal to consumers.

Notes:

Memo to tenants out by November 3. Memo back from retailers noon November 12. Mac Rentals to be booked re: trestles and covers by Friday November 12. Deliver these by Wednesday November 24. Radio copy to GT at SAFM by November 18 as well as Messenger Leader copy for advertising. Obtain costing for corflute panels and panels from SIGNCRAFT, ADMART and INKWORKS. Sign tender request and sign design by November 12. Need to compare costs, select, forward design and have printed by Monday November 22.

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

DECEMBER: ‘Christmas Campaign 1999 : November 25 – December 24’ Description:

“Have a Village Christmas…” - a new Centre Christmas theme that directly connects Golden Grove Village to the spirit of Christmas while also conveying a friendly “spending” message to Village Christmas shoppers.

Aim:

Non shoppers need to be encouraged to re-consider Golden Grove Village as the preferred Christmas shopping destination. Promote a genuine atmosphere of “Christmas” and “family”. Implementing a Christmas strategy that creates a personality for, and generates an awareness of the Golden Grove Village brand.

Objectives:

: Increase annual turnover by 4%. : Increase annual customer count by 4%. : Increase average dollar spend per customer by 5%.

Media:

Print media - Leader advertising: Messenger December 8, December 15, December 22. Main media action is 30, 000 12 pp colour catalogue, distributed locally on December 1. Deadline for retailer inclusion October 26, 1999. SAFM commences November 25 and concludes December 8.

Signage:

Information signs – 2 x A2 signs to be installed by Wednesday December 1. Need these back from SIGNCRAFT by Monday 29 November. Also generic hang-downs, plus special paper hangdown panels decorated by local schoolchildren with Christmas themes for postLay-By sale (Sunday November 28 AM strike and refit with special Christmas design hang-down panels).

Method:

Utilise catalogue promotion, in-centre promotional activities, in-centre competitions to generate genuine atmosphere and centre personality that genuinely reflects the essence of the Christmas festive season, while achieving campaign aims.

Activities:

Village Christmas Competition: A major promotional device to increase centre traffic. Major Prize: Drawn on Christmas Eve of outdoor barbecue, outdoor furniture setting plus bonus home meat pack to enjoy for the festive season. This raffle to be augmented by weekly lucky Christmas shopper draws whereby each week commencing December 1 shoppers can win a weekly shopping voucher worth $250. Santa Appearances: Daily from December 15 – 24, from 11am – 2pm. Late night trading appearance spots from 5.00 until 8.00pm.

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

DECEMBER cont. ‘Christmas Campaign 1999 : November 25 – December 24’ Kids Pageant: A morning pageant involving local school children escorting Santa to Golden Grove Village – December 15. Roving performer: PM / PPM December 22. Notes: Christmas Catalogue 1999; Lock off catalogue by October 28. Require retailers details of page size, specials, text, photo and special requirements, also when logos and product samples can be delivered to Pro Art in Norwood for photo shoot period of November 1 and 2. Aim for Saturday 30 or Monday November 1 at latest. Also obtain necessary lottery licence and permit number – place on all printing etc., Santa appearances; Coordinated and booked through SC – Westaff Adelaide re: rosters for our Santas. 46 hours booked between December 15 and 24. Competition prize contra deal . Proposal sent plus discussions underway and negotiating. Modbury Barbecues Galore Manager is Glynn Sampson – very keen. To visit with State Marketing Manager re: two week promotional in-centre presence in December. Finalise deal and maximize in-kind prize contra for GGVSC. Minimum sought for competition contra exchange ; 4 burner flat top burner Bar-B-Chef -$449 gas cylinder - $49 umbrella - $55 heat cover top - $49 stand - $29 6 seater setting – connoisseur model - $369 TOTAL = $1,001+ Liaise with Centre meat retailers for supply of meat prize packs and portions for outdoor cooking displays Utilise Messenger advertising to also promote trading hours awareness. Catalogue also highlights Village Christmas competition and programs up coming December activities. Remember cross-linked promotional references and all dates. SAFM text & FX brief to GT for production & OAB by November 17. Signage: Need generic corflute hang-downs fitted by November 8 with Centre decorations. These to be struck on Wednesday 24 for Lay-By sale refit. Lay-By sale hang-downs to be then struck Sunday 28 AM. C:\Documents and Settings\nick\Desktop\marcoms nsr\ggv promotional program - nov.april.doc Nic Ramage Page 4 10/02/2010


Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

DECEMBER cont. ‘Millennium Clearance Sale:

December 29, 1999 – January 8, 2000’

Aim:

To create a strong retail sale that showcases the centre’s value and diversity across all sales categories and celebrates the new millennium.

Objective:

Increase annual turnover. Increase annual customer count. Increase average dollar spend per customer. Increase MACC figure for same trading in previous year.

Media:

30,000 flyers distributed locally – 4pp two-colour flyer. SAFM radio promotion January 3 – 8.

Signage:

Hangdowns to set BG and NR on Monday 28 December.

Notes:

Need retailer memo out by November 29. Retailer memos to attain trestle numbers –t/covers numbers. Recharge tenants participating for hire. Newsletter: Deadlines for flyer December 10 - to be emphasised to retailers in November newsletter. Also push again in December Newsletter. Booking of trestles – MacRentals…booking for Dec. 24 – January 8 collect. Plus covers. Book trestle and covers by December 6. th Trestles out 29 December. Store in shop 18 on Dec. 24. A2 in-centre signs from SIGNCRAFT positioned by December 22. Require return of printed A2’s and A3 hangdown insert panel by December 20. Submit A2 and A3 printing jobs by December 15 to Inkworks. Deadlines to Messenger Monday 20. 25 x 4 teaser ad to position sale and create awareness of flyers and extra value specials. Hangdowns – to be amended from prior December Christmas holiday promotion. Remove Christmas hangdowns Tuesday AM - and refit new panels plus reinstall PM of Tuesday December 28. SAFM text and FX brief to GT for production and OAB at latest on Monday December 20.

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

JANUARY ‘School Holiday Entertainment; January 3 – 22’ Aim:

Objectives:

:To provide quality childrens entertainment that caters to a range of wants, while also creating genuine atmosphere and general crowd interest. To increase traffic in a particular mall areas by 5% when compared to the same period last year. To increase Centre sales by 5%.

Method:

To combine roving and static entertainment within the Centre so that as many centre retailers benefit from increased traffic – rotate attractions.

Activities:

Cars For Kids – January 3 – 8. Face painters – December and January – varied times

Media:

SAFM Sale Campaign promotion tie ins - January 3 – 8.

Signage;

Christmas decorative insert panels – again involvement to be sourced from local schools. Approach campaign to local primary and secondary schools and colleges – telephone and letter appeal for involvement. 30 panels minimum required – others a bonus. Source also as part of continuing dialogue regarding Christmas Kids Pageant. Also create in-centre signs “This Week at the Village “ A3 stand alone board – print up program for week in question as well as including “Coming to the Village” category. NB: Wynn Vale and Golden Grove Primary Schools receptive. Also North East Daewoo receptive to contra contribution. Also utilise for pageant.

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

JANUARY cont. School Holiday Entertainment: ‘Village Green Outdoor Cinema : January 13 & 20’

Description:

Free cartoons & short-films screened for children & centre public in Village Green. Two twenty minute screenings each night, with ten minute interval.

Aim:

Create free and unique outdoor value added activity.

Objectives:

To increase usage of Village Green. For activity to be goodwill platform between Centre and the local community.

Method:

For attendance to be at optimum at second screening. 25 families at first week screening and 50 families at final screening. Test screening required – Thursday 6 January in Village Green NB: have some basic info fliers ready/ signage already done for test screening. Security to contact. Food retailers to contact and seek participation and outdoor provision of cooked food for sale. Equipment here by Contact Jan Bo and Aussie Tucker.

Media:

Local media editorial and photo in Leader. January 12, plus community noticeboard of Leader. SAFM Community Noticeboard mentions and plugs from advertising rep GT. Editorial push in Advertiser ‘The Guide’.

Signage:

Have signs - 2 x A3 back from Sign Craft Wednesday January 5.

Notes:

Book films with National Library and PLAINS Services as of December 10. Screen send to GGVSC on Friday January 4 with other equipment. Power and tech notes by December 17. Program available at information booth January 6. Story on shopping centres needing to be more pro-active in community, providing a total experience with regards retail, service and entertainment delivery. Leader newspaper advertisement will include promotional mention of two week program for KIDS FLIX. Personal approach to Sarah Thomas, Sa Harris/ Goers and other news columnists. Newsletter for December mention to retailers re: upcoming programming – generate word of mouth. Invite shoppers with children obviously. Remind again in January newsletter – publish dates, times and titles screened.

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

JANUARY: ‘Australia Day Promotion - January 26, 2000’ Aim:

Create an aware of Australia Day as day of national celebration/ unification – in historical and contemporary context.

Objectives:

At least 75% of tenants involved in promotions and activities.

Methods:

Centre promotion/ competition and in-centre signage and theming.

Media:

Conventional free editorial coverage – Messenger. SAFM extra promotion c/ advertising rep. GT.

Signage:

Two in-store A2 signs installed by Jan 19.

Activities:

Competition with prizes for both retailer entrants and centre shopper judges of window displays reflecting Australia Day theme of unification. Displays can be of cultural or historical emphasis.

Notes:

Australia Day Federation Council – contact regarding public displays/ community education bookings for Centre re: week commencing 24th Jan. December newsletter needs to enthuse tenants about involvement. Signage copy to SIGNCRAFT by 13th at latest. CM to approve prior. Obtain best quotes. Two-colour stipple job is economical. Activities augmented by in-centre static displays and additional promos from Centenary of Federation SA. Display competition prizes: Dinner at Australian cuisine café-restaurants. Café Lago for instance. NR to source. Wallis movie money/ vouchers/ comps and preview tickets to source – NR. Best window display by tenants. Winner selected by centre shoppers who are eligible to win dinner. Winning retailer able to win movie pass for four.

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

FEBRUARY: ‘Valentines Day Sales Promotion: February 12’ Aim:

To create an effective and innovative one day sales promotion for the Centre’s gift category.

Objective:

To achieve gift sales equal to or greater than, previous years trading period sales.

Media:

Messenger 38 x 4 advertising feature for February 9 issue. Plus SAFM schedule.

Signage;

In-centre 2x A2 signs.

Activities:

Notes:

In-centre competition for couples to enter, with weekend getaway accommodation prize - plus runner up gift voucher giveaways. Source dinner and accommodation prizes. 'Barossa Valentines Getaway' prize for two. Vine Inn hotel contact - Nuriootpa. Signage installed by February 2. Artwork to print Monday January 24 and returned by January 28.

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

MARCH: ‘Three Day Festival Sidewalk Sale: March 9 – 11’ Aim:

To create an effective and innovative three day sales promotion for all the Centre’s categories.

Objectives:

To increase Monthly Centre sales by 7%. To increase weekly traffic count by 5%

Media:

The Leader Messenger 38 x 4 “Festival Sidewalk Sale Promotion”, in Leader issue Wednesday March 8.

Signage:

In-centre signage 2 x A2 signs.

Activities:

Joint centre sale with free mall leasing available to traders for duration of three day sales promotion.

Notes:

Hang down signs installed by Wednesday March 1. Signs to printer by February 21, and returned by February 25. Tie in efforts to be made for Adelaide Festival of Arts. Utilise Festival into theming design of mall. Possible hang downs with Festival reference. Posters and static displays of productions supplied by Adelaide Festival Office to liaise with AFCT Public Relations. .

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Golden Grove Village Shopping Centre Promotions October 1999 – September 2000

MARCH: ‘Village Community Expo Week: March 13 – 18’ Aim:

To create an innovate centre based community oriented event that will generate community goodwill towards the Centre, while providing a platform for local community organisations to demonstrate their particular endeavour or focus.

Objectives:

Achieve customer traffic counts of 6%

Media:

The Leader Messenger editorial of the March 15 issue. Plus advertising reminder in the March 8 issue.

Signage:

In-centre signage installed Wednesday November 8. Stick on panels returned from Inkworks, by Monday 6.

Activities:

A complimentary mixture of self-promoting agencies and community groups which through their combined actions during the week March 13 – 18, will add genuine colour and activity to the interior Mall as well as the Village Square area. Activities will range from theatre, sporting, social justice, folk through to art and craftwork groups.

Notes:

St. Patricks Day on March 17. Adelaide Festival of Arts concludes March 19. The organisations approached to be a part of this platform will be complimentary, with the week ideally bringing together a total cross section of local community/multi-cultural groups.

ENDS. NS RAMAGE – GGV MARKETING MANAGER – 1999.

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Golden Grove Village Annual Retail Promotions Plan - 2000 Campaigns Overview.