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MARKETING 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 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.

AHEAD IN MARKETING Eastland is located 30 minutes east from Melbourne CBD, at the gateway to Victoria’s famous Yarra Ranges. Significant improvements to infrastructure have taken place in the area, including the introduction of the Eastlink motorway, making our Centre an appealing destination to extended catchments. This combined offer assists Eastland to maintain its status as one of the most convenient regional shopping destinations within the trade area. The marketing direction for 2013/2014 aims to stimulate sales and traffic growth for the centre. We will continue to target new customers from the secondary north and outer east sectors and provide an increased promotional calendar with high profile celebrity events and strong incentives to drive traffic to the Centre.


KEY STRATEGIES 2013/14 The marketing strategy is developed to protect sales and Centre traffic in the primary catchment and target areas to the north and outer east. The creative brand position platform continues to evoke community pride through the continued use of landmark locations and our key communication mediums will include direct mail, tactical radio, press, social and digital marketing as well as strong in Centre visual merchandising, signage and public relations. The marketing strategy will ensure all campaigns are focussed on increasing the frequency of visitation and spend per visit from existing shoppers, by driving traffic and sales for Centre retailers through campaigns building direct retailer participation.

MOTHER’S DAY 2013

MOTHER’S DAY TO A TEA CUP GIVEAWAY SEE INSIDE FOR DETAILS

NOTHING BUT THE

THE MOTHER’S DAY EDIT: TOP 10 GIFT IDEAS

SWEET TREATS MAGGIE BEER’S BROWN SUGAR MERINGUES Shot on location at Heide Museum of Modern Art

eastland.com.au

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 with will continue Keep up to date including social media, e-newsletters new store openings, latest and digital media. Free WiFi and competitions and what’s mobile wayfinding with Indoor on in centre. Google Maps for Android also continues.

The key focus for 2013/2014 will be to offer a unique experience to Eastland customers with the integration of in Centre activities. These include styling workshops, high profile celebrity appearances from both the cooking and entertainment world. These will drive sales and traffic and provide strong, high perceived value gifts to new customers in the target areas. Sales promotions, including a Christmas VIP event, giveaways, big school holiday entertainment, fresh food and an events driven community calendar, will assist in delivering sales and traffic to Eastland this year.

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Traditional forms of advertising to promote key campaigns will continue to be utilised to aggressively target and reach our primary and secondary catchments. Our media strategy will include direct mail, Yarra Valley & Ranges Country Life magazine and tactical radio at key periods. Local press will also be used to support these mediums and reinforce our marketing message through the use of the popular publications in the trade area including the Maroondah, Knox, Lilydale/Yarra Valley and Whitehorse Leader newspapers.


KEY RETAIL EVENTS MARKETING STRATEGIES

To ensure we are capitalising on key retail periods and promoting big experiential events, the following campaigns will aim to drive sales and traffic to Eastland in 2013/2014.

SCAN TO ENTER

* * SCHOOL SCHOOL HOLIDAY HOLIDAY SPECIALS SPECIALS PresentPresent this flyer thisatflyer participating at participating stores stores to receive to receive these special these special discounts! discounts!

SHOW OFF YOUR RACING FINERY

WIN A VIP DAY AT THE RACES

San Churro San Churro

Jamaica Blue Jamaica (level Blue 1) (level 1)

Buy “Churro Buyfor “Churro One” and for One” get and get another “Churro anotherfor “Churro One” FREE for One” FREE

Mini Sausage MiniRoll Sausage with aRoll with a Kids Juice Kids and Chips Juice and for $10 Chips for $10

Jamaica Blue Jamaica (level Blue 2) (level 2)

Theobroma Theobroma Chocolate Chocolate Lounge Lounge

Kids Box including Kids BoxKids including Kids Juice, Sandwich Juice, Sandwich and Ice and Ice Cream with Cream Topping with$8.50 Topping $8.50

Buy one Ice BuyCoffee, one IceIceCoffee, Ice ChocolateChocolate or Milkshake or Milkshake and and get the second get the ½second price ½ price

Muffin Break Muffin Break

Donut King Donut King

Large Milkshake Large Milkshake and and Cookie forCookie $8. for $8. Mini MealMini for $5. Meal for $5.

Buy any Drink Buy any andDrink get 2 and get 2 CinnamonCinnamon Donuts forDonuts FREE for FREE

$3,000 in prizes to be WON!*

Simply spend $50 or more for the chance to be 1 of 10 lucky winners to WIN a VIP dining experience for you and a friend, including chauffeur transfers and a $250 shopping spree to help you look the part at the races.

Enter the first heat of Eastland’s Fashions on Red Rooster Red Rooster Nandos Nandos the Field Parade and be in the running to WIN All in PackAll including in Packaincluding Classic a Classic Mini Burger Mini with Burger Regular withside Regular side Burger, 1 Crispy Burger,Strip, 1 Crispy 3 Nuggets, Strip, 3 Nuggets, a share of $3,000 in prizes!* All entrants will and Regular andDrink Regular for $8.90 Drink **for $8.90** Regular Chips Regular or Wedges Chips orand Wedges a and a receive a FREE goodie bag! 390ml Drink 390ml for only Drink$9.95 for only $9.95 Date: Saturday13th October Time: 12 noon Terms and conditions Terms and apply, conditions see in store apply,for seedetails. in store Not forvalid details. in conjunction Not valid inwith conjunction any otherwith offer anyorother package offerdeals. or package Offers valid deals.from Offers Monday valid from 1st April Monday to Sunday 1st April to Sunday for kids Valid underfor 15kids only.under 15 only. 14th April or 14th whileApril stocks or last. whileAllstocks priceslast. andAll product prices descriptions and product are descriptions correct atare thecorrect time ofatrelease. the timeValid of release. Location: Centre Stage, Level 1 Most Elegant Lady & Best Hat Sponsors of Fashions on the Field: Winners will go directly into the Final held on Melbourne Cup Day at Yarra Valley Racecourse.

Terms and conditions apply. Visit the Customer Service Desk, any Eastland store or eastland.com.au for details.

Terms and Conditions apply. Visit the Customer Service Desk, or eastland.com.au for details.

Get the VIP treatment at the Yarra Valley Races on Melbourne Cup Day

*

**

*

FREE PARKING

*

eastland.com.au

Follow us on Facebook

FREE PARKING

HEAD TO THE SHED

RSVP RSVP now to now jointoour joinEaster our Easter Egg Hunt Egg in Hunt Centre in Centre Date: Date: SaturdaySaturday 30th March 30th March Session times: Session3-4 times: years 3-4 years 11am , 11.20am 11am , 11.20am and 12noon and 12noon 5-6 years 5-6 years 12.20pm12.20pm and 12.40pm and 12.40pm 7-8 years 7-8 years 1pm and1pm 1.20pm and 1.20pm 9-10 years 9-101.40pm years 1.40pm Location:Location: Fresh Food Fresh Mall, Food near Mall, Coles near Coles Cost: Cost: Gold coin Gold donation. coin donation. All proceeds All proceeds will be donated will be donated to to Hope City Hope Mission City Croydon. Mission Croydon.

GET GETYOUR YOUR SKATES SKATESON ON

Bookings required. BookingsVisit required. the Customer Visit the Service Customer Desk, Service emailDesk, marketing@eastland.com.au email marketing@eastland.com.au or call 9879 or 7171 call 9879 to secure 7171 your to secure spot.your Limited spot.places Limited available. places Additional available. Additional sessions sessions available ifavailable early sessions if earlybook sessions out. book See eastland.com.au out. See eastland.com.au for furtherfor details. further details.

GLEN PARK COMMUNITY MEN’S SHED Date: Thursday 23rd to Friday 24th August Time: 10am to 7pm Location: Outside Big W on Level 2

To reinforce Eastland’s evolving selection of fashion brands and advertising, promotional and experiential campaign including aspirational incentives will be implemented for the launch of the fashion season. A second season sponsorship of the Yarra Valley Cup on Melbourne Cup Day will also continue and a new partnership of the Cox Plate at Yarra Valley will be introduced.

Find the hidden tool to WIN!

We will be hiding Dad’s tools in secret locations around Eastland and you could WIN one of our top ten gift ideas! Clues to the secret locations will be left on our facebook page (facebook.com/eastlandshopping). Log on to Facebook to keep up to date with the competition.

CHILDREN’S WOODWORK WORKSHOP CROYDON MEN’S SHED Date: Saturday 25th to Sunday 26th August Time: 10am to 5pm Cost: Minimum donation of $2 to participate Location: Outside Big W on Level 2

MYER • BIG W MYER • KMART • BIG•WCOLES • KMART • WOOLWORTHS • COLES • WOOLWORTHS • HOYTS • HARRIS • HOYTS SCARFE • HARRIS • 230SCARFE SPECIALTY • 230STORES SPECIALTY STORES

FREE PARKING

eastland.com.au

SPRING SUMMER FASHION

FINDERS KEEPERS

Meet Local Men’s Shed Groups

Join in the Join School in theHoliday School fun Holiday at Eastland fun at Eastland with an inwith Centre an inIce Centre Skating IceRink! Skating Rink! Plus loadsPlus of other loads of funother activities fun activities for an awesome for an awesome Autumn!Autumn!

MaroondahMaroondah Highway, Ringwood Highway, Ringwood Phone 9879 Phone 71719879 eastland.com.au 7171 eastland.com.au

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HUNT HUNT DOWN DOWN AN AN EASTER EASTER TREAT TREAT

Date & Time: Monday 27th August 9am to 3pm Tuesday 28th to Friday 31st August 11am to 3pm Saturday 1st September 11am to 5pm Location: Near Watch Works on Level 1

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Terms and conditions apply. Visit the Customer Service Desk or eastland.com.au for details *

FREE PARKING

eastland.com.au

Follow us on Facebook

eastland.com.au

SCHOOL HOLIDAYS

FATHER’S DAY

School holidays will incorporate high profile experiential activities that cement Eastland as the school holiday “must do” destination.

Educating our customers on the range available for the man in their lives, Eastland will focus on maximising sales during this key retail period including the promotion of Eastland centre gift cards.

YELLOW CARPARK - RIGHT SIDE

SPEND TIME CLOSE TO HOME Christmas Trading Hours Saturday 15th December 9am to 6pm Sunday 16th December 10am to 6pm Monday 17th December 9am to 7pm Tuesday 18th December 9am to 7pm Wednesday 19th December 9am to 7pm Thursday 20th December 9am to 10pm Friday 21st December 9am to 10pm Saturday 22nd December 9am to 7pm Sunday 23rd December 9am to 7pm

Monday 24th December Christmas Day Boxing Day Thursday 27th December Friday 28th December Saturday 29th December Sunday 30th December Monday 31st December New Years Day

8am to 5.30pm CLOSED 8am to 6pm 9am to 9pm 9am to 9pm 9am to 5pm 10am to 5pm 9am to 5.30pm 10am to 5pm*

* Major stores & entertainment precinct open extended hours leading up to Christmas and New Years Day. Please visit eastland.com.au or individual stores for details.

FREE PARKING

Follow us on Facebook

eastland.com.au

SIGN UP AND SAVE

WRAPPED TO BE HOME Deluxe Gift Wrapping

Feastland

Have your gifts beautifully wrapped for a gold coin donation from a selection of wrapping options. All proceeds will be donated to Eastern Volunteers. Thursday 6th to Wednesday 12th 10am to 4pm Thursday 13th to Friday 14th 10am to 7pm Saturday 15th to Sunday 16th 10am to 4pm

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FREE PARKING

ENTER TO WIN a $2,000 wardrobe when you use the Virtual Change Room in Centre*

SEARCH statement pieces within the Virtual Change Room using simple hand motions

*

PRINT your wish list before you hit the shops

SNAP a photo of your favourite look for some inspiration

eastland.com.au

FREE PARKING

AUTUMN WINTER FASHION

FRESH FOOD

Melbourne loves cooking and this season Eastland aims to have monthly big name chefs visit and engage with our customers. The very popular Feastland loyalty programme will continue in addition to fortnightly food tastings and demonstrations.

MOTHER’S DAY TO A TEA

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Free Parking

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CELEBRITY APPEARANCES

To increase traffic and sales a key objective is to host a number of celebrity appearances cementing Eastland as the centre of choice for drawing high profile celebrities.

Terms and Conditions Apply. $150 spend at Supermarkets. Free gift with purchase while stocks last or until Sunday 12th May 2013 at 5.00pm. Visit the Customer Service Desk located on level 2 opposite Plaza Centre Way or eastland.com.au for details.

*

SWEET TREATS MAGGIE BEER’S BROWN SUGAR MERINGUES

To reinforce Eastland’s evolving selection of fashion brands, an advertising, promotional and experiential campaign including aspirational gifts will be implemented for the launch of the fashion season.

Shot on location at Heide Museum of Modern Art

eastland.com.au

MOTHER’S DAY

FREE WIFI

FREE PARKING

Date: Saturday 30th March Session times: 3-4 years 11am, 11.20am and 12noon 5-6 years 12.20pm and 12.40pm 7-8 years 1pm and 1.20pm 9-10 years 1.40pm Location: Fresh Food Mall, near Coles Cost: Gold coin donation. All proceeds will be donated to Hope City Mission Croydon.

Date: Saturday 30th March Time: 11am - 2pm* Location: Fresh Food Mall, near Coles Cost: Gold coin donation. All proceeds will be donated to Hope City Mission Croydon. Collect a flyer in Centre or visit eastland.com.au for full details.

This Mother’s Day, spend $50 or more at any Eastland store to receive a free Maxwell & Williams vintage inspired tea cup and saucer set*. Valued at $14.95 each.

THE MOTHER’S DAY EDIT: TOP 10 GIFT IDEAS

HUNT DOWN AN EASTER TREAT RSVP now to join our Easter Egg Hunt in Centre

RSVP now to join our Easter Egg Hunt in Centre

Mother’s Day to a tea

SEE INSIDE FOR DETAILS

NOTHING BUT THE

eastland.com.au

HUNT DOWN AN EASTER TREAT

FREE TEA CUP & SAUCER

CUP GIVEAWAY

Collect your copy of the new Eastland Magazine in Centre or view online at eastland.com.au. Browse 20 pages of the latest trends hot off the cat-walk, including fabulous recipe ideas and a behind the scenes exposé of Heide Museum of Modern Art, the inspiration behind our Autumn Winter fashion shoot.

FREE WIFI

Date Sunday 22nd April | time 1.00pm | Location Centre Stage. level 1

MOTHER’S DAY 2013

Autumn winter magazine out now

Terms and conditions apply. Visit the Customer Service Desk in centre or eastland.com.au for full details.

DAMIEN LeitH

Australian Idol winner Damien Leith will be celebrating the release of his new album “Now & Then” with a live performance and signing at Eastland!

245.5CM X 212CM

Free Parking

STATE OF THE ART FASHION

Come and witness the future of fashion now showing at Eastland until the 14th of April, located on level 1 next to JB Hi-Fi.

Date Sunday 22nd April | time 1.00pm Feastland Location Outside Stage, opposite Plaza Centre Way Entrance

Feastland

245.5CM X 212CM

eastland.com.au

SUPPORTING PARTNER OF L’ORÉAL MELBOURNE FASHION FESTIVAL 2013

Experience this state of the art virtual reality that allows you to try on the latest fashions with just a simple hand gesture.

245.5CM X 212CM

Gift wrapping booth located opposite Napoleon Perdis, Level 2.

This campaign will be focused on providing gift inspiration and enhancing the shopping experience with a classic prize giveaway and added community activation to engage our loyal local customers. A Centre-wide VIP shopping event will also be added this year.

THE VIRTUAL CHANGE ROOM State-of-the-art Virtual Fashion

Bakers Delight · Applewoods Deli · Go Vita FLO riDa Health Foods · The Fish Pier · Lenard’s International superstar Flo Rida will be celebrating the release of his “Good Feeling” Australian exclusive EP with the only Melbourne public appearance at Eastland! Eastland Quality Meats · Fruit Gallery Autograph signing will be limited to one hour, approximately 200 people, and customers must have a copy of the Good Feeling EP. Please note photographs with Flo Rida or signing of other merchandise will not be permitted.

Monday 17th to Wednesday 19th 10am to 6pm Thursday 20th to Friday 21st 10am to 8pm Saturday 22nd to Monday 24th 10am to 5pm

CHRISTMAS

SUPPORTING PARTNER OF L’ORÉAL MELBOURNE FASHION FESTIVAL 2013

Become a Feastland member for 5% off Fresh Food purchases.

Bookings required. Visit the Customer Service Desk, email marketing@eastland.com.au or call 9879 7171 to secure your spot. Limited places available. Additional sessions available if early sessions book out. See eastland.com.au for further details.

EASTER HOURS

*Allocated session times per ages group. Bookings required. Visit the Customer Service Desk, email marketing@eastland.com.au or call 9879 7171 to secure your spot.

eastland.com.au

A key period to celebrate what mum has done for us, inspiring gift choices and a gift with purchase and free incentive gift to our target catchment areas will be promoted during this time to generate sales and traffic.

GOOD FRIDAY CLOSED

EASTER SUNDAY 10AM TO 5PM EASTER MONDAY 10AM TO 5PM

*Except Hoyts, Balsamic and Pancake Parlour.

*Myer, Big W, Kmart, Harris Scarfe, Hoyts, Coles, Woolworths and selected specialty stores open.

EASTER SATURDAY 9AM TO 5PM

*Selected stores opening hours may vary, see eastland.com.au or individual stores for details.

Feastland MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • HARRIS SCARFE • 230 SPECIALTY STORES

Maroondah Highway, Ringwood Phone 9879 7171 eastland.com.au

EASTER

This will tie in with the existing Feastland campaign showcasing the fresh food offer available, Easter hours will continue to be promoted as well as providing families with a unique experiential offer.


CAMPAIGN MEDIA DIGITAL MEDIA

Eastland will implement an integrated media mix to maximise exposure and reinforce the offer available at the Centre. A key focus for the 2013/2014 strategy will be big experiential events in Centre with interactive activities and an increased focus on digital media.

This new approach to communication will include a new website, enhanced shopping experiences via mobile technologies, and a Centre app as well as the traditional targeted direct mail, tactical radio and local press which all form the major media communication pillars in 2013/2014.

GET YOUR SKATES ON

MOTHER’S DAY TO A TEA

Join in the School Holiday fun at Eastland with an in Centre Ice Skating Rink! Plus loads of other fun activities and school holiday specials to make this Autumn more amazing than ever.

SEND TO A FRIEND FOR YOUR CHANCE TO WIN A HOYTS DOUBLE PASS!

Times:

Monday 1st to Sunday 14th April Mon to Wed 10am to 4pm Thurs and Fri 10am to 8pm Sat and Sun 10am to 4pm

Location: Centre stage, level 1 Cost:

Eastland brings you a new and exciting element to the everyday shopping experience. The Virtual Change Room. Choose the latest looks, size up the ‘virtual’ garments on your body, take a photo and print your shopping list – all with the wave of a hand! Plus your chance to WIN a $2,000 new season wardrobe!*

SEND TO A

FRIEND

THE VIRTUAL CHANGE ROOM HAS LANDED

ICE SKATING IN CENTRE Dates:

CLICK HERE FOR MORE DETAILS

$10 per person, per session

*Terms and Conditions apply

PLASTER FUN HOUSE WORKSHOPS

EASTER EGG HUNT

LOVE IS IN THE AIR Spoil the one you love this Valentine’s Day! From sweet treats to stunning jewellery, you’ll find the perfect romantic range of gift ideas from Eastland.

Experience a state of the art virtual reality experience that allows you to try on the latest fashion with just a simple hand gesture! The first of it’s kind in Victoria, it’s the future of fashion in centre now until Sunday 14th of April.

Happy Valentine’s Day From Eastland xoxo

CLICK HERE FOR MORE DETAILS

SEND TO A FRIEND

SPOIL YOUR LOVED ONE WITH THESE ROMANTIC GIFT IDEAS WIN A $2,000 WARDROBE!

Dates: Tuesday 2nd to Friday 12th April (excluding Saturday and Sunday)

CLICK HERE FOR MORE DETAILS

RSVP to secure your spot now! Date: Saturday 30th March

CLICK HERE FOR MORE DETAILS

You could be walking away with a $2,000 shopping spree when you experience the Virtual Change Room in Centre!*

WIN A CROODS FAMILY PASS AND PRIZE PACK

*Terms and conditions apply.

Keep an eye on our Facebook page for your chance to WIN! Croods in Cinema at Hoyts Eastland on March 28.

CLICK HERE FOR MORE DETAILS

Browse all the latest trends across 20 pages of fabulous fashion. Plus a delicious recipe from the head chef of Café Vu Heide.

SCHOOL HOLIDAY SPECIALS* Donut King

San Churro Buy “Churro for One” and get another “Churro for One” FREE

Nandos

PRESS ADVERTISING

Maroondah Highway, Ringwood

SUPPORTING PARTNER OF L’ORÉAL MELBOURNE FASHION FESTIVAL 2013

FREE TEA CUP & SAUCER Mother’s Day to a tea

Simply spend $50 at Eastland this Mother’s Day to receive a Maxwell & Williams vintage inspired tea cup & saucer*. Valued at $14.95 each.

use the Virtual Change Room in Centre*

SEARCH statement pieces within the Virtual Change Room using simple hand motions

PRINT your wish list before you hit the shops

SNAP a photo of your favourite look for some inspiration

Come and witness the future of fashion now showing at Eastland until the 14th of April, located on level 1 next to JB Hi-Fi. *

Plus don’t forget to collect your copy of our Mother’s Day gift guide in Centre or view online at eastland.com.au. Packed with plenty of special ways to say thanks to mum, you can then have your gifts beautifully wrapped for a gold coin donation. *

Terms and Conditions Apply. $150 spend at Supermarkets. Free gift with purchase while stocks last or until Sunday 12th May 2013 at 5.00pm. Visit the Customer Service Desk or eastland.com.au for details.

Terms and conditions apply. Visit the Customer Service Desk in centre or eastland.com.au for full details.

MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • HARRIS SCARFE • 230 SPECIALTY STORES

MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • HARRIS SCARFE • 230 SPECIALTY STORES

Maroondah Highway, Ringwood Phone 9879 7171 eastland.com.au

Maroondah Highway, Ringwood Phone 9879 7171 eastland.com.au

Premium press placement in Leader Newspapers and The Yarra Valley & Country Life magazine will be used to communicate to the catchment the big experiential offers that Eastland will be bringing to the Centre.

FREE TEA CUP & SAUCER

FREE MOR GIFT SET

Mother’s Day to a tea

This Mother’s Day, spend $50 or more at any Eastland store to receive a free Maxwell & Williams vintage inspired tea cup and saucer set*. Valued at $14.95 each. Terms and Conditions Apply. $150 spend at Supermarkets. Free gift with purchase while stocks last or until Sunday 12th May 2013 at 5.00pm. Visit the Customer Service Desk located on level 2 opposite Plaza Centre Way or eastland.com.au for details.

*

FREE WIFI

FREE PARKING

THE PANCAKE PARLOuR

Hearts will melt with the Strawberry Chocolate Jubilee on valentine’s Day. Book now 9876 0811

My BEAuTy SPOT

Celebrate love with a gorgeous Amethyst Lunar jewellery set for $295, a special saving of $60

Acqua Di Gio 100ml EDT for Men Now $79.99, Save $65

SWAROvSKI

STATE OF THE ART FASHION

VIRTUAL CHANGE ROOM THE FUTURE OF FASHION HAS LANDED

AUTUMN

PANDORA

ALL THE TRENDS. ALL THE STORES.

WIN A

SEE INSIDE FOR DETAILS Shot on location at Heide Museum of Modern Art

WARDROBE! eastland.com.au

PRICELINE

Justin Bieber Girlfriend EDP 30ml, Now $29, Save $20*.

eastland.com.au

Sales promotions will be used during key campaign periods to encourage customers to increase their spend per visit at the Centre and provide retailers with a valuable tool to add on sales.

Phone 9879 7171

eastland.com.au

ALLy FASHION NOW OpEN AT EASTLAND

CLICK HERE FOR MORE SPECIALS

FREE WIFI

FREE PARKInG

MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • HARRIS SCARFE • 230 SPECIALTY STORES

Receive a red love heart shaped jewellery box as a gift with any purchase over $150**. **Terms and conditions apply.

FOREvER NEW

Spoil them with this Heart Embellish Clutch - $59.99

Maroondah Highway, Ringwood phone 9879 7171 eastland.com.au

*Offer valid Tuesday 12th to Wednesday 13th February. ** Terms and conditions apply, visit eastland.com.au for details.

Free Parking

Follow us on Facebook

IN CENTRE ADVERTISING

MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • HARRIS SCARFE • 230 SPECIALTY STORES

ENTER TO WIN a $2,000 wardrobe when you

MR SuGAR MAN

Try some sweetness from the man who knows the way to their heart. Chocolate hearts from just 50c each!

CLICK HERE FOR MORE ROMANTIC GIFT IDEAS

A new approach to digital marketing will include a new website and a Centre app that will facilitate a greater reach to our customer base to communicate key campaign messages during key and non peak periods. Driving membership of the website and Facebook customer database will be a key goal in order to maximise database marketing opportunities. Digital media will also be utilised to engage our customers immediately through multiple social media platforms including Facebook and twitter.

MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • HARRIS SCARFE • 230 SPECIALTY STORES

Maroondah Highway, Ringwood Phone 9879 7171 eastland.com.au

SUPPORTING PARTNER OF L’ORÉAL MELBOURNE FASHION FESTIVAL 2013

FREE TEA CUP & SAUCER

Spend $50 or more at any store*. Visit the Customer Service Desk for details.

Terms and Conditions apply. $150 spend at Supermarkets.

*

MOTHER’S DAY GIFT GUIDE Collect your copy in Centre or view online at eastland.com.au

STATE OF THE ART FASHION Autumn Winter collections now in stores

Explore this season’s state-of-the-art fashion collection, shot on location at the awe-inspiring Heide Museum of Modern Art. The future of fashion is here at Eastland. FREE WIFI

FREE PARKING

eastland.com.au

In Centre signage is an ideal means of highlighting the range on offer at the Centre and to encourage customers to explore and participate in events while shopping.

MAGAZINE

** Valid for under 12 years

Experience this state of the art virtual reality that allows you to try on the latest fashions with just a simple hand gesture.

ABC SHop

Jamaica Blue (Level 2) Kids Box including Kids Juice, Sandwich and Ice Cream with Topping $8.50

Mini Burger with Regular side and Regular Drink for $8.90**

THE VIRTUAL CHANGE ROOM State-of-the-art Virtual Fashion

CLICK HERE TO VIEW ONLINE

Show your love this Valentine’s Day with beautiful flowers, call 9870 1869 to pre-order.

All the Love in the World by Jesse Hunter $14.95

AUTUMN WINTER 2013

Present this eNewsletter at participating stores to receive these special offers!

Buy any Drink and get 2 Cinnamon Donuts for FREE

BAySIDE FLOWERS CLICK HERE FOR MORE DETAILS

AUTUMN/WINTER MAGAZINE OUT NOW!

*Terms and Conditions apply

*Terms and Conditions apply, see in store for details. Not valid in conjunction with any other offer or package deals. Offers valid from Monday 1st April to Sunday 14th April 2013 or while stocks last. All prices and product descriptions are correct at the time of release.

SALES PROMOTION

EXPERIENCE THE VIRTUAL CHANGE ROOM

Magazine publications shot at local iconic locations continue to be distributed to approximately 105,000 households within the primary and secondary trade areas and are launched to support key retail periods including seasonal fashion, Mother’s Day and Christmas.


TRADE AREA CHARACTERISTICS Eastland’s total trade area extends from Wonga Park in the north, to Seville in the east, Bayswater in the south and Blackburn in the west. The current population in this area is forecasted to be 295,812 by 2015. The Centre’s trade area is well established and one that continues to be influenced and defined by the improved road connections (EastLink and Maroondah Highway) and the pattern of urban development surrounding the Centre.

TRADE AREA SECTOR

2010 RESIDENTIAL POPULATION

RETAIL SPEND PER CAPITA

% VAR TO AUST AVERAGE

PRIMARY TRADE AREA 65,890 $13,681 SECONDARY TRADE AREA Secondary North 41,260 $14,187 Secondary East 37,050 $12,829 Secondary Outer East 80,020 $12,771 Secondary South 14,330 $12,739 Secondary West 46,330 $13,907 TOTAL SECONDARY 218,990 $13,286

7.6

MAIN TRADE AREA

5.2

284,880

$13,378

11.5 0.9 0.4 0.2 9.3 4.5

Source: Eastland Consumer Research Report, Urbis June 2010; Eastland Foundation Study, Urbis September 2010

TRADE AREA DEMOGRAPHICS SOCIO-ECONOMIC PROFILE The socio-economic profile of the population in the trade area is relatively strong for retail expenditure, in particular the secondary north and secondary west sectors where household incomes

are higher in comparison to the other sectors and the Melbourne average. All marketing efforts aim to maintain existing market share levels across the primary, secondary south, east and west whilst

specific communication and incentives will be targeted to the secondary north and secondary outer east where retail growth expectations are above average.

KEY SOCIO-ECONOMIC CHARACTERISTICS OF THE TRADE AREA POPULATION CHARACTERISTICS

PRIMARY

SECONDARY

TOTAL MTA

Average Household Income $70,337 $72,592 $72,044 Average Per Capita Income $28,054 $26,313 $26,714 Average Age 39 years 37 years 37 years HOUSING STATUS Owner 39% 37% 38% Purchaser 38% 45% 43% Renter 22% 17% 18% LABOUR FORCE Labour Force Participation 66% 69% 68% % Unemployed 4% 4% 4% % White Collar Occupations 74% 69% 70% % Blue Collar Occupations 26% 31% 30% BIRTHPLACE Australian Born 78% 78% 78% Overseas Born 22% 22% 22% Asia 5% 5% 5% Europe 10% 11% 11% Other 7% 6% 6% Source: Eastland Consumer Research Report, Urbis June 2010; Eastland Foundation Study, Urbis September 2010

AUSTRALIAN AVG. $67,525 $26,191 37 years 35% 35% 29% 65% 5% 68% 32% 76% 24% 6% 10% 8%


TRADE AREA MAP CUSTOMER PROFILE KEY CHARACTERISTICS: • Predominately female 70% female vs 30% male • 54% of customers are aged 25-59 years • Average annual household income $72,044 p.a. • 78% Australian born, 9% above Melbourne average • 48% of Eastland’s customers are from family households. There is a greater concentration of older children living in family homes • Note that 17% of Eastland’s customers are aged between 14 years and 24 years • Approximately 44% live in the primary trade area and 34% come from the combined secondary north (12%), secondary east (9%) and secondary outer east (13%) • 70% of total trade area have white collar occupations

TYPICAL CUSTOMER SHOPPING HABITS: • Many of the research focus group respondents felt the personality of Eastland reflected Rebecca Gibney: down to earth, good sense of humour and a mum • Customers visit the centre 87 times p.a. on average • 88% arrive at the Centre by car • The average length of visit is 1 hour 13 minutes • Fashion and groceries are two main catalysts for visitation Across the trade area as a whole, Eastland is used regulary by: • 36% of shoppers for food and grocery shopping • 69% for fashion shopping • 68% for other non food shopping The data set out in the Customer Profile is taken from Eastland Consumer Research Report, Urbis June 2010 and/or Eastland Foundation Study, Urbis September 2010.


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 Eastland 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: 03 9870 8377 Email: marketing@eastland.com.au or brandiq@eastland.com.au

GIFT CARDS

CUSTOMER SERVICE Eastland Customer Service assist with the following: • Information and collection point for centre events, promotions, competitions, bookings and VIP and Feastland Membership registrations • PA Annoucement registration • Highly visible display stands for your store’s catalogues and brochures • Staff Privilege Cards • Seniors offers • Hiring of equipment including wheelchairs, prams and scooters • Gift Card and Gift Box sales • Lost and found • Public transport information • Kiddie carts

Gift Cards are available for purchase from the Customer Service Desk and are redeemable at a selection of specialty and major stores in Centre. Gift Card participation can be a great way to increase your sales and encourage repeat visitations from our customers. 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 through the Eftpos machine 2. Select savings account 3. Enter 4 digit pin number 4. Check Eftpos receipt to confirm sale has been approved 5. Return card to customer For enquiries or problems with transactions, please contact our Customer Service Desk on 03 9879 7171.

FREE $20 GIFT CARD AND MAGAZINE!


DAYLIGHT SAVINGS Victoria’s period for daylight savings will end on Sunday 7th April 2013. Please ensure you move your clock back one hour at 3.00am Eastern Daylight Savings Time to 2.00am Eastern Standard Time.

OPERATIONS The importance of the OHS duty for workers is underlined by significantly increased penalties under the new laws for breaches of the duty by workers. For example, workers may face penalties of up to $300,000 and/or 5 years imprisonment for the most serious offence causing death or serious injury, or the risk of death or serious injury, involving recklessness. WHAT CAN YOU DO TO MEET YOUR OHS DUTY? Some of the things you can do to meet your OHS duty are to: 1. Follow any reasonable instruction to comply with the OHS laws, e.g., to remove any hazards from your workplace such as rubbish bins & trolleys in fire corridors and, to refrain from undertaking a dangerous or risky activity. 2. Comply with OHS policy, e.g. ensuring all new staff, contractors or visitors under your control or supervision undertake induction training and are made aware of centre specific requirements such as parking & smoking policies. 3. Be alert to, and identify and report, any hazards in your workplace to your manager, e.g. blocked fire exits, fire hazards, faulty electrical equipment, hazardous goods or substances. 4. Assess the risks of, and if necessary avoid, any activities which may affect your health and safety, or that of your workmates, e.g., lifting heavy objects (e.g. archive boxes), stacking objects at unsafe heights, or blocking fire exits. If you have any queries please contact Andre D’Lasselle, Operations Manager, at Centre Management on 03 9870 8377 or email A.D’Lasselle@el.qic.com, who will be happy to help.

INCENTIVES TO GET YOU SORTED FOR 2013 In the last Inside Eastland, we wanted to acknowledge the amazing job some retailers are doing when sorting their rubbish and reward them for their efforts. Congratulations to Salotti Del Caffe for being the most consistent with sorting their rubbish at Eastland. You have won Hoyts Movie tickets for the team.

BRAND IQ OFFER The Brand iQ team have many opportunities available to promote your business. One opportunity you could explore is roaming. Roaming allows your promotional team to be positioned in the most relevant locations within the Centre and at targeted times to meet your business objectives. It provides greater flexibility of promotion and provides reinforcement to customers on their path to purchase. Roaming is a four hour window, for up to four staff, to roam the centre handing out flyers, offers and/or samples. For more details on how roaming or other Brand iQ opportunities can be tailored to your business, simply contact Mardi Alatini on 03 9870 8377 or email brandiq@el.qic.com Don’t forget every month there will be a special Brand iQ offer exclusively available to Eastland retailers!

PUBLIC HOLIDAYS A memo was distributed last month regarding Public Holiday trading hours. Please see below the trading hours that will be advertised for the Centre. With regards to Easter, all majors will be trading on Easter Sunday and this is an opportunity for specialty stores to gain an extra trade day. If your store plans to remain open on Sunday 31st March, please contact the marketing team on 9870 8377 or marketing@eastland.com.au to allow the details to be uploaded onto our website. Trading hours will be promoted via in centre signage, website, e-newsletter distribution and press advertising. Labour Day, Monday 11th March 10am until 5pm Good Friday, Friday 29th March CLOSED Easter Saturday, Saturday 30th March 9am until 5pm* Easter Sunday, Sunday 31st March 10am until 5pm** Easter Monday, Monday 1st April 10am until 5pm ANZAC Day, Thursday 25th April 1pm until 9pm**^ *Stores wanting to trade outside of these hours should contact reception on 9870 8377 **Myer, Kmart, Big W, Harris Scarfe, Hoyts, Supermarkets, and selected specialty stores ^ Please note that should your store wish to trade prior to 1pm on ANZAC DAY that they must meet the conditions as set by Victorian Law – please visit http://www.business.vic.gov.au/ operating-a-business/how-to-start/trading-hours/ operating-on-a-public-holiday for exemptions. If your store is able to trade and wants to, please ensure Centre Management is informed.

As we observe the fall of Autumn leaves, the experts are predicting a rise in consumer sentiment. We welcome the increase, and this period also sees us welcoming the long awaited opening of the Ally Fashion store, and the bigger and better Ice tenancy. Don’t forget the newly located Gas tenancy near Centre stage, the recently opened Victoria Station relocation to level 1, and keep an eye out on our Level 2 Fashion Mall with changes aplenty happening to make way for fantastic new retail offers. We’re looking forward to announcing all the new stores in the next month, so watch this space! The next couple of months also heralds the launch of our beautiful Autumn Winter Fashion campaign and magazine (which I know you’re going to love), an early calendar arrival of the Easter Bunny at the end of March, and more school holidays bringing in families. The fashion campaign includes the innovative installation of the Virtual Change Room concept at Eastland and this is going to be a talking point for Melbourne’s fashion conscious. The peak Easter sales period will also be marked with a terrific Easter Egg hunt for the wide eyed young folks. As far as entertainment for the upcoming school holidays, we are pleased to offer something different for the kiddies and give them a chance to go ice skating at centre stage. Check inside for details of all of these traffic generating initiatives.

I hope your Autumn Winter sales meet expectations well beyond keeping out the cold, and I’ll see you in Centre. Paula McCleary Centre Manager

*Selected stores opening hours may vary, please check with individual stores for details.

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WELCOME TO THE MARCH / APRIL EDITION OF INSIDE EASTLAND

Don’t forget if you have any brilliant product offers in-store to let Marketing know so they can be featured on the Eastland website and Facebook page.

OPEn FrOM 1PM TO 5PM ANZAC DAY Thursday 25th april*

FREE PARKING

MARCH/APRIL 2013

MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • HARRIS SCARFE • 230 SPECIALTY STORES

Maroondah Highway, Ringwood Phone 9879 7171 eastland.com.au

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RETAILER NEWSLETTER Published quarterly, Eastland’s retailer newsletters provide you with the latest information about the Centre. Details regarding upcoming Centre activities, events and operational activities plus the 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 or can be emailed to your store or head office.

WHAT’S INSIDE EASTLAND? | MARKETING MATTERS | BRAND IQ OFFER

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.

E-MARKETING AND SOCIAL MEDIA

LOVE IS IN THE AIR Spoil the one you love this Valentine’s Day! From sweet treats to stunning jewellery, you’ll find the perfect romantic range of gift ideas from Eastland. Happy Valentine’s Day From Eastland xoxo

SEND TO A FRIEND

SPOIL YOUR LOVED ONE WITH THESE ROMANTIC GIFT IDEAS

BAySIDE FLOWERS

Show your love this Valentine’s Day with beautiful flowers, call 9870 1869 to pre-order.

ABC SHop

MR SuGAR MAN

Try some sweetness from the man who knows the way to their heart. Chocolate hearts from just 50c each!

My BEAuTy SPOT

All the Love in the World by Jesse Hunter $14.95

Acqua Di Gio 100ml EDT for Men Now $79.99, Save $65

PRICELINE

Receive a red love heart shaped jewellery box as a gift with any purchase over $150**.

THE PANCAKE PARLOuR

Hearts will melt with the Strawberry Chocolate Jubilee on valentine’s Day. Book now 9876 0811

SWAROvSKI

Celebrate love with a gorgeous Amethyst Lunar jewellery set for $295, a special saving of $60

PANDORA Justin Bieber Girlfriend EDP 30ml, Now $29, Save $20*.

**Terms and conditions apply.

FOREvER NEW

Spoil them with this Heart Embellish Clutch - $59.99

*Offer valid Tuesday 12th to Wednesday 13th February. ** Terms and conditions apply, visit eastland.com.au for details.

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CLICK HERE FOR MORE ROMANTIC GIFT IDEAS

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.

MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • HARRIS SCARFE • 230 SPECIALTY STORES

Maroondah Highway, Ringwood Phone 9879 7171 eastland.com.au

CENTRE DIRECTORIES Electronic directory boards also known as Wayfinders, are located at key points 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 the Customer Service Desk for customer convenience.


SUPPORTING PARTNER OF L’ORÉAL MELBOURNE FASHION FESTIVAL 2013

IN CENTRE SIGNAGE AND TAKE ONE STANDS 30 x 40 posters and take one stands are located throughout the Centre and are a great way to communicate with customers. Posters and brochures must be supplied and requests for placement can be made through the Marketing team and are subject to availability.

STATE OF THE ART FASHION Autumn Winter collections now in stores

Explore this season’s state-of-the-art fashion collection, shot on location at the awe-inspiring Heide Museum of Modern Art. The future of fashion is here at Eastland. FREE WIFI

FREE PARKING

eastland.com.au

EASTLAND VIP MEMBERSHIP PROGRAMME The online VIP membership programme is aimed at facilitating customer loyalty and offers customers exclusive information including: • Benefits and discounts from participating retailers • Invitations to VIP events • Access to exclusive competitions • Online magazines highlighting seasonal trends This membership programme will be revamped in 2013/14 in line with our new Centre website and should prove to be a useful tool for segmented marketing.

FEASTLAND The “Feastland” fresh food programme has been established over the past 4 years, rewarding customers with 5% OFF fresh food purchases from participating retailers and a range of ongoing cost saving initiatives. The Feastland programme also offers fresh food retailers the opportunity to be involved in fortnightly cooking demonstrations and weekly chalkboard offers hosted in the fresh food mall. This year also sees the addition of regular celebrity chefs appearances to the fresh food programme. Feastland

Effective Ways to Maximise Your Sales PA ANNOUNCEMENTS & ExposurePA announcements can be booked to further promote special offers for your store.

Canberra Centre has developed thisdaily and available on a rotational basis. A great initiative to capture the These are run publication toattention highlight the numerous of those customers already in the Centre and encourage visitation to your store. 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.

Custom

Canberra Ce with the follo

• Informatio events, pro and VIP reg • Hiring of e prams and • Gift Card • Lost & Fou • Public tran • Personal S • Tourism in


Display Cases Our secure display cases can be booked on a fortnightly basis with a professional merchandising service provided. These boxes are positioned at various locations throughout thesecure Centre display and are cases subjectcan to availability. Our be booked on a fortnightly basis with a

DISPLAY CASES

m

g:

professional merchandising service provided. These boxes are positioned at How Can I Participate? various locations throughout Centre and are subject to availability. Contact the Marketing Team asthe bookings are essential. Phone 02 6247 5611 or email marketing@canberracentre.com.au

ds

Mannequin Displays

MANNEQUIN DISPLAYS

The Centre has various mannequin displays positioned throughout the Centre and are used to highlight the unique fashion available at Canberra Centre. Rotated monthly, these The Centre has various mannequin displays positioned throughout thebooked Centreon a merchandising displays can be and are used to highlight the unique fashion at Eastland. Rotated monthlyavailable basis (subject to availability) with a merchandising servicebasis provided. monthly, these merchandising displays professional can be booked on a fortnightly

(subject to availability) with a professional merchandising service provided. Bookings are essential. Bookings are essential.

LED Screen The scrolling LED Screen in the North Quarter restaurant precinct is a great way to promote upcoming store offers and events.

s.

ORSUM FRIDAY FREEBIES How Can I Participate? Contact the Marketing Teambrand. as bookings Orsum is Eastland’s targeted youth Regular digital communication to Facebook are essential. 6247 5611competitions or email members through our Phone “Friday02Freebies” is available for retailer participation. marketing@canberracentre.com.au We can work out a tailor made campaign which allows winners to collect prizes from in-store Subject to availability. or at the Customer Service Desk to further drive customers straight to your store.

7

WHO DO I CONTACT REGARDING THESE OPPORTUNITIES? Print

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Our goal is to ensure that all stores achieve their maximum potential and that every opportunity is made available to promote your business. We know our market, we understand our customers and we use this knowledge to grow sales and drive traffic. To find out more, please call us today on 03 9870 8377 or email marketing@eastland.com.au and make an appointment.


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 solution 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, floor and door decals, 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

Mardi Alatini Brand iQ Sales Manager Phone: 03 9847 5721 Mobile: 0403 322 206 Email: m.alatini@el.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:

SCHOOL HOLIDAYS

Within our trade area 18% are children aged between 0-13

+

18%

Source: Eastland Consumer Research Report, Urbis June 2010; Eastland Foundation Study, Urbis September 2010

RETAILER CHECKLIST  Inside Eastland retailer newsletter quarterly participation  Look out for the Spring Summer 2013 fashion campaign briefing kit  Submit offers to participate in 2013 Father’s Day gift guide MON 01

TUES 02

  Book a seat at the Maroondah Council Biz luncheon.  Do you want a table at the Careers Expo with exposure to thousands of teenagers and their parents? Have you thought about your weekly fresh food chalkboard specials for the month? WED 03

SCHOOL HOLIDAYS COMMENCE VM CABINET DISPLAY CHANGEOVER

MON 08

THURS 04

FRI 05

SAT 06

SUN 07

GALLOPING FOODIE TASTINGS

TUES 09

WED 10

THURS 11

FRI 12

SAT 13

SUN 14

WED 17

THURS 18

FRI 19

SAT 20

SUN 21

FRI 26

SAT 27

SUN 28

FRESH FOOD WEEKLY FASHION CHALKBOARD VM DISPLAY SPECIAL DUE CHANGE OVER EVERY MONDAY

JUL13

MON 15

TUES 16

SCHOOL HOLIDAY EXHIBITION CONTINUES UNTIL SUNDAY 28TH JULY

GALLOPING FOODIE TASTINGS

MON 22

TUES 23

WED 24

SCHOOL HOLIDAY EXHIBITION CONTINUES

FASHION VM DISPLAY CHANGE OVER

MONTHLY CELEBRITY EVENT TBC

MON 29

TUES 30

WED 31

THURS 25


SCHOOL HOLIDAYS, SALE AND CELEBRITY APPEARANCES Primary elements

Secondary elements

Eastland will feature high profile, quality entertainment positioning the Centre as the entertainment and experiential destination in the east during the holidays. A new campaign will also see monthly celebrity chef appearances. The campaigns will be promoted through the distribution of a 6 page flyer letterbox dropped to approximately 42,000 households plus 5,000 in Centre in addition to local press, digital marketing, tactical radio and in Centre signage and display.

Father’s Day will focus on maximising sales during this key retail period in addition to promoting our 7 Men’s fashion and 12 unisex retailers plus Myer, Big W, Kmart and Hoyts. A gift guide distributed to approximately 105,000 households, will provide an opportunity to drive sales. Promotion will also include local press, digital marketing, visual merchandising displays and in Centre signage.

TOTALLY JUN LIVE SHOWS GLE

Swing by for all the action and adventure of the Totally Jungle live show free on Centre Stage these School Holidays! Dates: Monday 14th to Friday 18th January Times: 11am and 1pm Meet and greet: 12 noon Location: Centre stage, level 1

© 2009 DQ Entertainment

SALES OFFERS LINKED TO SCHOOL HOLIDAY ACTIVITIES 1 - 21 Jul

FATHER’S DAY CAMPAIGN 21 Aug - 1 Sep

FREE PARKING

KEY DATES

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RETAILER ACTION PLAN • Aim to exceed store budget • • • • FRI 02

SAT 03

SUN 04

THURS 08

FRI 09

SAT 10

SUN 11

MON 05

TUES 06

MAROONDAH BIZ WEEK LUNCH WITH KERRI ANNE KENNERLEY

EASTLAND CAREERS EXPO 6PM TO 9PM FASHION VM DISPLAY CHANGE

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

FATHER’S DAY IN CENTRE SIGNAGE UP

FASHION VM DISPLAY CHANGE OVER

FATHER’S DAY GIFT GUIDE LETTER BOX DROP

GALLOPING FOODIE TASTINGS

MON 26

TUES 27

WED 28

THURS 29

FRI 30

SAT 31

AUG13

WED 07

THURS 01

GALLOPING FOODIE TASTINGS

MONTHLY CELEBRITY EVENT TBC


CAMPAIGN FOCUS:

SPRING SUMMER FASHION

69% of customers regularly shop for fashion when they are at Eastland

69%

+

Source: Eastland Consumer Research Report, Urbis June 2010; Eastland Foundation Study, Urbis September 2010

RETAILER CHECKLIST   Provide product to fill style bags for Fashions on the Field Sponsorship at the Yarra Valley Races plus in Centre during the styling workshops

 Get involved with the Eastland styling workshops

 Look out for the Eastland magazine in Centre and promote to customers

 Participate in the school holiday flyer by providing a door buster children’s or food offer

 Chance to supply product for mannequin displays and display cases

SUN 01 FATHER’S DAY

MON 02

TUES 03

WED 04

TIBETIAN MONKS FASHION SAND MANDELA VM DISPLAY TOUR VM CHANGEOVER CHANGE OVER

SEP13

MON 09

TUES 10

THURS 05

FRI 06

SAT 07

SUN 08

FRI 13

SAT 14

SUN 15

GALLOPING FOODIE TASTINGS

WED 11

THURS 12

FEDERAL ELECTION DAY

MON 16

TUES 17

SPRING SUMMER FASHION LAUNCH

FASHION VM DISPLAY CHANGE OVER

MON 23

TUES 24

SCHOOL HOLIDAY COMMENCES

WED 18

THURS 19

FRI 20

GALLOPING FOODIE TASTINGS

WED 25 MONTHLY CELEBRITY EVENT TBC

THURS 26

SAT 21

SUN 22

ROYAL SHOW COMMENCES

FRI 27

SAT 28

SUN 29


SPRING SUMMER FASHION Primary elements

School holidays

The focus for Spring Summer 2013 will highlight the evolving selection of fashion brands available at Eastland with a particular focus on Spring Racing Carnival fashion which is of course a Melbourne iconic event. Eastland will partner with Yarra Valley Racing on Cox Plate and Melbourne Cup Day sponsoring the “Eastland Fashions on the Field” event held in the Yarra Valley. Styling workshops will be introduced in addition to a sales promotion to assist in driving sales during this key retail period. The season will be launched with a 20 page magazine distributed to approximately 105,000 households and supported through Country Life, Yarra Valley & Country Life magazine advertising, digital marketing, in Centre signage and unique visual merchandising displays. This season will also see the introduction of a racing guide booklet filled with retailer offers and fashion tips for the carnival.

Eastland will feature high profile, quality entertainment positioning the Centre as the entertainment and experiential destination in the east during the holidays. A new campaign will also see monthly celebrity chef appearances. The campaigns will be promoted through the distribution of a 6 page flyer letterbox dropped to approximately 42,000 households plus 5,000 in Centre in addition to local press, digital marketing, tactical radio and in Centre signage and display. SHOW OFF YOUR RACING FINERY $3,000 in prizes to

TIBETAN MONKS SAND MANDELA EXHIBTION 2 - 8 Sep

STYLING WORKSHOPS AND FASHIONS ON THE FIELD PARADES 17 - 20 Oct

be WON!*

Enter the first heat of Eastland’s Fashions on the Field Parade and be in the running to WIN a share of $3,000 in prizes!* All entrants will receive a FREE goodie bag! Date: Saturday13th October Time: 12 noon Location: Centre Stage, Level 1 Most Elegant Lady & Best Winners will go directly Hat into the Final held on Melbourne Cup Day at Yarra Valley Racecou Terms and Conditions rse.

KEY DATES

*

or eastland.com.au

FREE PARKING

apply. Visit the Customer Service Desk, for details.

Sponsors of Fashions on the Field:

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eastland.co m.au

RETAILER ACTION PLAN • Merchandise store window • • • • MON 30

TUES 01

WED 02

FASHION VM DISPLAY CHANGE OVER

MON 07

THURS 03

FRI 04

SAT 05

SUN 06

GALLOPING FOODIE TASTINGS

TUES 08

WED 09

THURS 10

FRI 11

SAT 12

SUN 13

TUES 15

WED 16

THURS 17

FRI 18

SAT 19

SUN 20

FRI 25

SAT 26

SUN 27

OCT13

SPRING SUMMER RACING GUIDE LAUNCH VM CHANGEOVER

MON 14

GALLOPING FOODIE TASTINGS

FASHION VM DISPLAY CHANGE OVER

MON 21

TUES 22

WED 23

THURS 24

YARRA VALLEY COX PLATE THOROUGHBRED RACE MEETING AT YARRA GLEN

MON 28

TUES 29

WED 30

SENIORS DAY EXHIBITION AND DISPLAYS

FASHION VM DISPLAY CHANGE OVER

MONTHLY CELEBRITY EVENT TBC

THURS 31


CAMPAIGN FOCUS:

CHRISTMAS 2013

December accounts for 13% of annual sales at Eastland

+

13%

Source: Eastland Sales Report December 2012

RETAILER CHECKLIST Create eye catching visual merchandising for your store  Provide unique product for gift displays for visual merchandising displays in Centre  Distribute Centre trading hours cards to customers

 Provide giveaways for greeters  Send in your Boxing Day offers for the sale guide  Actively promote the Christmas sales promotion to customers to drive additional sales

NOV13

 Promote the charity gift wrapping service FRI 01

SAT 02

SUN 03

FRI 08

SAT 09

SUN 10

SANTA ARRIVES TO CELEBRATE RUDOLPH’S BIRTHDAY

MAROONDAH FESTIVAL

MON 04

TUES 05

WED 06

THURS 07

VM CABINET DISPLAY CHANGEOVER

MELBOURNE CUP DAY EASTLAND FASHION ON THE FIELD COMPETITION

SANTA SET INSTALL DAY CENTRE STAGE CHRISTMAS LAUNCH

GALLOPING FOODIE TASTINGS

MON 11

TUES 12

WED 13

THURS 14

FRI 15

SAT 16

SUN 17

WED 20

THURS 21

FRI 22

SAT 23

SUN 24

FRI 29

SAT 30

FRESH FOOD WEEKLY FASHION CHALKBOARD VM DISPLAY SPECIALS DUE CHANGE OVER EVERY MONDAY

MON 18

TUES 19

GALLOPING FOODIE TASTINGS

PROPOSED CENTRE WIDE VIP EVENT

MON 25

TUES 26

WED 27

FASHION VM DISPLAY CHANGE OVER

MONTHLY CELEBRITY EVENT TBC

THURS 28

ROTARY GOLF DAY SPONSORED BY EASTLAND


CHRISTMAS 2013 Christmas is the strongest sales period in the retail calendar. This year’s campaign will be shot at an iconic Yarra Valley or famous local location and supported by a 24 page glossy gift guide distributed to approximately 105,000 households. A sales promotion will also provide our customers with the chance to WIN an amazing prize which in turn will drive frequency of visitation and encourage customers to increase their spend per visit. Christmas will be further supported by press advertising, radio, digital, in Centre signage and unique visual merchandising displays.

BRING HOME A PRIZE

WIN a share in over $40,000 wor th of prizes!*

Simply spend $50 or more at Eastland this Christmas for the chance to win 1 of 15 amazng prizes. Prizes include free shoes for a year, 21.5” iMac, or a weekend away in the Danden ongs. Prizes are drawn daily from Monday 10th to Friday 24th

December 2012! *Terms and conditions apply. Visit any store, opposite Plaza Centre eastland.com.au or the Customer Service Way for details. VIC Permit No. 12/2753 Desk

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eastland .com.au

KEY DATES

RETAILER ACTION PLAN • Book staff Christmas party! • • • • MON 30

SAT 31

MON 02

TUES 03

SUN 01

WED 04

DEC13

FRI 06

SAT 07

SUN 08

CHARITY GIFT WRAP COMMENCES GALLOPING FOODIE TASTINGS

VM CABINET DISPLAY CHANGEOVER

MON 09

THURS 05

TUES 10

WED 11

THURS 12

FRI 13

SAT 14

SUN 15

WED 18

THURS 19

FRI 20

SAT 21

SUN 22

SANTA’S HELPERS COMMENCE

GALLOPING FOODIE TASTINGS

TUES 24

WED 25

THURS 26

FRI 27

SAT 28

SUN 29

FASHION VM DISPLAY CHANGE OVER

CHRISTMAS DAY

BOXING DAY SALES

FRESH FOOD WEEKLY FASHION CHALKBOARD VM DISPLAY SPECIALS DUE CHANGE OVER EVERY MONDAY

MON 16

TUES 17

CHRISTMAS EXTENDED TRADING HOURS COMMENCE

MON 23


CAMPAIGN FOCUS:

SCHOOL HOLIDAYS

+

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RETAILER CHECKLIST Look out for the Valentine’s Day briefing kit and return the participation form Return the Autumn Winter 2013 fashion campaign briefing kit participation form WED 01

THURS 02

NEW YEARS DAY PUBLIC HOLIDAY

GALLOPING FOODIE TASTING

TUES 07

WED 08

MON 13

TUES 14

WED 15

FRESH FOOD WEEKLY CHALKBOARD SPECIALS DUE EVERY MONDAY

FASHION VM DISPLAY CHANGE OVER

MON 20

TUES 21

MON 06

FRI 03

SAT 04

SUN 05

THURS 09

FRI 10

SAT 11

SUN 12

THURS 16

FRI 17

SAT 18

SUN 19

FRI 24

SAT 25

SUN 26

JAN14

VM CABINET DISPLAY CHANGEOVER

GALLOPING FOODIE TASTING

WED 22

THURS 23

AUSTRALIA DAY

MON 27

TUES 28

WED 29

THURS 30

AUSTRALIA DAY DAY IN LIEU

VIC SCHOOLS RETURN FASHION VM DISPLAY CHANGE OVER

MONTHLY CELEBRITY EVENT TBC

GALLOPING FOODIE TASTING

FRI 31


SCHOOL HOLIDAYS Primary elements

Secondary elements

Eastland will feature high profile, quality entertainment positioning the Centre as the entertainment and experiential destination in the east during the holidays. A new campaign will also see regular celebrity chef appearances. The campaigns will be promoted through the distribution of a 6 page flyer letterbox dropped to approximately 42,000 households plus 5,000 in Centre in addition to local press, digital marketing, tactical radio and in Centre signage and display.

Sale with an Australia Day theme will continue through January to further drive traffic and sales to the Centre. The Centre will create unique visual merchandising displays to bring the Aussie patriotism out in us all. Valentine’s Day will be promoted via social media platforms and website to highlight top gift ideas for the promotional period.

SCHOOL HOLIDAYS 1 - 27 Jan

POST-CHRISTMAS SALE 1 - 31 Jan

KEY DATES

RETAILER ACTION PLAN • Check if you need to update staff parking permit • • • • SUN 02

WED 05

THURS 06

FRI 07

SAT 08

SUN 09

WED 12

THURS 13

FRI 14

SAT 15

SUN 16

SAT 22

SUN 23

MON 03

TUES 04

VM CABINET DISPLAY CHANGEOVER

VALENTINE’S VM IN CENTRE

MON 10

TUES 11

FRESH FOOD WEEKLY CHALKBOARD SPECIALS DUE EVERY MONDAY

FASHION VM DISPLAY CHANGEOVER

MON 17

TUES 18

WED 19

THURS 20

FRI 21

MON 24

TUES 25

WED 26

THURS 27

FRI 28

FASHION VM DISPLAY CHANGEOVER

MONTHLY CELEBRITY EVENT TBC

GALLOPING FOODIE TASTING

FEB14

SAT 01

VALENTINE’S DAY


CAMPAIGN FOCUS:

AUTUMN WINTER FASHION

The average spend for fashion at Eastland is $76

+

$76

Source: Eastland Consumer Research Report, Urbis June 2010; Eastland Foundation Study, Urbis September 2010

RETAILER CHECKLIST  romote the Autumn Winter 2013 magazine P to customers Return fashion events participation form and provide product for fashion events Provide product giveaways for fashion styling events and shows

MON 03

 et your school holiday offer ready for G insertion into the direct mail flyer Provide Easter food and gift offers to appear in Easter VIP newsletters and online

SAT 01

SUN 02

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

LABOUR DAY PUBLIC HOLIDAY

FASHION VM DISPLAY CHANGEOVER

AUTUMN WINTER MAGAZINE LAUNCH

GALLOPING FOODIE TASTING

MON 17

TUES 18

WED 19

THURS 20

FRI 21

SAT 22

SUN 23

MON 24

TUES 25

WED 26

THURS 27

FRI 28

SAT 29

SUN 30

FRESH FOOD WEEKLY CHALKBOARD SPECIALS DUE EVERY MONDAY

FASHION VM DISPLAY CHANGEOVER

MONTHLY CELEBRITY EVENT TBC

GALLOPING FOODIE TASTING

MAR14

VM CABINET DISPLAY CHANGEOVER

WINTER FASHION CAMPAIGN LAUNCHES IN CENTRE


AUTUMN WINTER FASHION Primary elements

Secondary elements

The focus for the Autumn Winter 2013 campaign will be to showcase the new season trends and fashion retail offer available at Eastland. The season will launch in March and will incorporate a series of in Centre fashion events. Advertising will include the release of a magazine shot on location within our trade area and will be supported by a targeted media campaign.

Easter and school holidays will feature high profile quality performances or exhibitions positioning the Centre as the entertainment destination in the east. Direct mail, local press, digital, tactical radio and in Centre signage will all be used to promote and drive traffic and sales to Eastland.

HUNT DOWN AN EASTER TREAT RSVP now

to join our Easter Egg Hunt in Centre

Date: Saturday 30th March Time: 11am - 2pm* Location: Fresh Food Mall, near Coles Cost: Gold coin donation. All proceeds will be donated to Hope City Mission Croydon. Collect a flyer in Centre or visit eastland.com.au *Allocated session times for full details. per ages group. Bookings email required. Visit the Customer marketing@eastland.com .au or call 9879 7171 Service Desk, to secure your spot.

SCHOOL HOLIDAYS 5 - 21 Apr

KEY DATES

Feastland

RETAILER ACTION PLAN • Staff meeting • • • • MON 31

TUES 01

WED 02

THURS 03

FRI 04

FRESH FOOD WEEKLY CHALKBOARD SPECIALS DUE EVERY MONDAY

TUES 08

VM CABINET DISPLAY CHANGEOVER

FORTNIGHT FASHION VM DISPLAY CHANGEOVER

MON 14

TUES 15

APR14

SUN 06

SCHOOL HOLIDAYS COMMENCE

MON 07

MON 21

TUES 22

EASTER MONDAY

FASHION VM DISPLAY CHANGEOVER

MON 28

TUES 29

MOTHER’S DAY CAMPAIGN LAUNCHES IN CENTRE

SAT 05

WED 09

FRI 11

SAT 12

SUN 13

FRI 18

SAT 19

SUN 20

GOOD FRIDAY

EASTER SATURDAY

EASTER SUNDAY

THURS 24

FRI 25

SAT 26

SUN 27

GALLOPING FOODIE TASTING

ANZAC DAY CENTRE OPEN 1PM-9PM

THURS 10 GALLOPING FOODIE TASTING

WED 16

WED 23

WED 30 MONTHLY CELEBRITY EVENT TBC

THURS 17


CAMPAIGN FOCUS:

MOTHER’S DAY

76% of Eastland’s main trade area are from a family household

76%

+

Source: Eastland Consumer Research Report, Urbis June 2010; Eastland Foundation Study, Urbis September 2010

RETAILER CHECKLIST  articipate in visual merchandising opportunities P for Mother’s Day

Mid Year Sale participation forms returned to centre marketing with Mid Year Sales offers

MAY14

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

WED 07

THURS 01

FRI 02

SAT 03

SUN 04

THURS 08

FRI 09

SAT 10

SUN 11

MON 05

TUES 06

VM CABINET DISPLAY CHANGEOVER

FASHION VM DISPLAY CHANGEOVER

MON 12

TUES 13

WED 14

THURS 15

FRI 16

SAT 17

SUN 18

TUES 20

WED 21

THURS 22

FRI 23

SAT 24

SUN 25

FRI 30

SAT 31

GALLOPING FOODIE TASTING

MOTHER’S DAY

FRESH FOOD WEEKLY CHALKBOARD SPECIALS DUE EVERY MONDAY

MON 19

FASHION VM DISPLAY CHANGEOVER

MON 26

TUES 27

GALLOPING FOODIE TASTING

WED 28 MONTHLY CELEBRITY EVENT TBC

THURS 29


MOTHER’S DAY Primary elements

Secondary elements

Mother’s Day will be highlighted through a stylish gift guide, distributed to approximately 105,000 households. A sales promotion will also assist in driving sales and traffic to your stores. A high value incentive will be provided to the customers encouraging them to choose Eastland as their preferred Shopping Centre of choice. The campaign will be supported through press advertising, digital marketing, in Centre signage and visual merchandising displays.

A Mid Year Sale will be conducted to maximise sales during this key retail period. Promotion of the campaign will involve digital marketing, in Centre signage, spruikers and product related visual merchandising displays.

FREE TEA CU & SAUCER P Mot her’s Day to a tea

This Mother’s Day, spend $50 or more at any Eastland store to receive a free Maxwell & William vintage inspired tea s cup and saucer set*. Valued at $14.95 each. Terms and Conditions Apply. $150 spend at Supermarkets. Free stocks last or until Sunday gift with purchase while 12th May 2013 at 5.00pm. located on level 2 opposite Visit the Customer Service Desk Plaza Centre Way or eastland.com.au for details. *

SCHOOL HOLIDAYS 28 Jun - 13 Jul

FREE WIFI

KEY DATES

FREE PARKING eastland .com.au

RETAILER ACTION PLAN • Check in with centre management for upcoming events • • • • SUN 01

MON 30

JUN14

FRESH FOOD WEEKLY CHALKBOARD SPECIALS DUE EVERY MONDAY

MON 02

TUES 03

WED 04

VM CABINET DISPLAY CHANGEOVER

FASHION VM DISPLAY CHANGEOVER

MON 09

TUES 10

WED 11

TUES 17

WED 18

FRI 06

SAT 07

SUN 08

THURS 12

FRI 13

SAT 14

SUN 15

THURS 19

FRI 20

SAT 21

SUN 22

FRI 27

SAT 28

SUN 29

THURS 05 GALLOPING FOODIE TASTING

QUEEN’S BIRTHDAY OPEN 10AM-5PM

MON 16

GALLOPING FOODIE TASTING

FASHION VM DISPLAY CHANGEOVER

MON 23

TUES 24

WED 25 MONTHLY CELEBRITY EVENT TBC

THURS 26

SCHOOL HOLIDAYS COMMENCE


NOTES


NOTES


EASTLAND SHOPPING CENTRE MARKETING 171-175 Maroondah Hwy PO Box 4483 Ringwood, VIC 3134 P: 03 9870 8377 F: 03 9879 5626 E: marketing@eastland.com.au www.eastland.com.au

DISCLAIMER: The Centre is owned by Eastland Property Holdings Pty Ltd and managed by QIC Properties Pty Ltd. Eastland Property Holdings Pty Ltd and QIC Properties 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).

East1162 marketing calendar & initiatives book 2013 fa 1  
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