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OAKRIDGE 50TH ANNIVERSARY CAMPAIGNCelebrating The Oakridge
Community
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MEET THE TEAM
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AGENDA
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BACKGROUND INFORMATION50 Years In The
Community
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HISTORY COMPANY
BACKGROUND INFORMATION
Built in 1959 Became enclosed
1984 Merged with Ivanhoe
in 2001
Two floors and over 150 stores
Also comprised of medical, dental and financial offices
50,400 square feet of condominiums
Over 300 square feet of parking
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CURRENT POSITIONING
INITIATIVES
BACKGROUND INFORMATION
Synonymous with style
Quality and fashion-forward
Appeal to fashion-conscious
Deliver unparalleled shopping experience
Working with Canuck Place
Charitable efforts with Dress For Success
The Cancer Society, United Way and local organizations
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COMPETITIVE ANALYSISHow Oakridge Centre
Stands Out
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Number of Stores 150 102 240 450 280
Target AudienceWomen aged 35-54,
upper classTrendy, upper class,
urbanitesWomen aged 35-54 Young urbanites
Wealthy families,
suburbanites
USPBest Shopping Centre award
8 yearsOnline shopping
Largest mall in Richmond
Largest mall in British Columbia
Free WiFi
Parking Free $2.50/ half hour Free Free Free
Current Campaign 50th Anniversary Fashion Essentials - Metropolis Mannequins“Things that
get you up the grind”
COMPETITIVE ANALYSIS
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SWOT ANALYSISA Shopping Centre With Outstanding
Offerings
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STRENGTHS WEAKNESSES
STRENGTHS AND WEAKNESSES
• Market share erosion since mid 90’s
• Smaller advertising budget than competition
• Brand image reduces visits from price-conscious shoppers
• Decreasing Sales from PTA• Diminishing visitation,
expenditure from “Urban Comfortables” psychographic
• Gift card awareness only 51.6%
• Strong, recognizable brand • Caters to a high income
bracket• Increasing visitation and
expenditures from STA• Shoppers visit mall an
average of 5.8 times a month
• Regular shoppers spend $82 per visit
• The conversion rate of browsers to buyers is 55%
• The walk out rate is only 8%, half the national average
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OPPORTUNITIES THREATS
OPPORTUNITIES AND THREATS
• The Internet provides cost-effective opportunities • communicate promotional
offers• build brand loyalty
• Green technology • Energy efficiency, cost
savings• Improve brand image
• SkyTrain will increase traffic to the mall
• Close proximity to households with income above the BC average
• The economic downturn led to retail closures
• Shoppers may turn to more affordable alternatives
• Canada Line makes competition more accessible
• The centre’s ability to expand its mix of stores is limited by square footage restraints
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TARGET MARKET
33%67%
Oakridge Centre Demographic
MenWomen
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TARGET MARKET
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SUBURBAN AFFLUENTS
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SUBURBAN AFFLUENTS
oWho - Asian familieso Income - Average household
income $100,000oLiving- Over 75% own their
own home
ASIAN HEIGHTS
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URBAN COMFORTABLESYOUNG TECHNOCRATS AND UNIVERSITY ENCLAVES
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URBAN COMFORTABLES
oWho - Coupleso Income - Average household
income $82,000oLiving - Rental housingoWork - Professional and
technical
YOUNG TECHNOCRATS
oWho - Younger students and teachers
o Income - Average household income $73,000
oEducation - Highly educated
UNIVERSITY ENCLAVES
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URBAN MID-SCALESPACIFIC FUSION AND SUSHI AND SHIRAZ
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URBAN MID-SCALES
oLiving - Apartments and duplexo Income - Average household
income $61,500oWork - Service industry
PACIFIC FUSION
oLiving - Live in condoso Income - Average household
income $61,000oWho - Information, cultural and
entertainment
SUSHI AND SHIRAZ
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MARKETING OBJECTIVES
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50TH ANNIVERSARY
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THE BIG IDEA
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MOVING FORWARDOakridge Centre in 2010
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MARKETING OBJECTIVES 2010 Maximize customer experience Continue to grow Urban Comfortable group by
100% Promote and increase gift card sales by 15% by
December 31st 2010 Increase traffic to the website
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COMMUNICATIONS OBJECTIVES Reintroduce the red ‘O’ Move away from ‘Defining Moments’ Communicate the stories customers share with
Oakridge Increase gift card awareness by 51.6% to meet
Ivanhoe benchmark Reinforce brand positioning and upper-class image
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RECOMMENDATIONSEntering 2010 With
Style
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ADVERTISING PRINT MEDIA
o Brand image continuityo Product in FASHION Magazineo Warm colours of excitemento The red ‘O’o Saturation to bring out red
clothingo Lines create emphasis and
hierarchyo Intrigue and emotion
MAGAZINE AD
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ADVERTISING OUT-OF-HOME
o More emphasis on the headlineo More emphasis on the clothingo A single messageo Clear identification of Oakridge
Centre
BILLBOARD
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TRANSIT ADVERTISEMENT
o Font readability o Red hues should be emphasizedo Utilizes rhythm through repeating elementso More hierarchy and attention to headline
CANADA LINE
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FATHER’S DAY SALES PROMOTION
o Connect back to the customero Not as text heavyo Tell a story about Dado Appeal across a wider audienceo Add levels of bonuseso $5 for $75, $10 for $100
POINT OF PURCHASE POSTER
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SPECIAL EDITION FATHER’S DAY GIFT CARD
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GIFT CARD ENVELOPE
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DIRECT MARKETING
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DIRECT MAIL
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DIRECT MAIL
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DIRECT MAIL
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SALES PROMOTION BALLOTS
o Continue raffleo Opportunity for CFBo Prize integrationo Style = Retailo Stories = Service Experiences
FALL FASHION SHOW TICKET
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PUBLIC RELATIONS
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SUMMARYWhere have we come from. Where are we
going.
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SHARE THE MOMENTSMORE PERSONABLESEXIER PRESS RELEASESTRACKABLE AND BENCHMARKS
CONTROL BROADCAST
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YOU HAVE QUESTIONS We have answers.