Winchester City Centre Partnership Marketing Proposal

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Winchester City Centre PartnershipMarketing
Proposal

• June 2004

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Introduction

• Crew Green has been asked to define the need to
  drive footfall and retain loyalty within the City
  of Winchester
• To produce a retail focussed marketing strategy
• Develop the strategy in conjunction with the City
  Centre Partnerships action plan
• Maintain a synergy with Winchester Tourism

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Why promote Winchester?

• Build footfall to the City Centre
• Address competition
• Reinforce Winchester City Centre as a quality
  destination to shop, eat and enjoy
• Build on and retain existing loyalty
• Minimise leakage
• Create a feel-good factor

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Strengths

• Winchester City Centre - its not just shopping,
  its an Individual experience
• Not a bland and branded indoor shopping
  destination
• Has atmosphere and personality
• Historic, classy, quality and enjoyable
• Is safe, with CCTV and an award winning
  anti-crime program
• Growing café culture
• Recently achieved a University City status

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Strengths

• Over 350 shops, restaurants, café bars
• Strong leisure and cultural mix
• There is ease of access and communication links
• Over 3000 centrally located public parking spaces
• High quality heritage destination
• Contemporary
• High percentage of independents
• Affluent audience
• Large commute into Winchester

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Weaknesses

• Has been complacency
• Riding the good reputation not being proactive
• No individual shopping focussed branding
• Preconceptions regarding parking, particularly
  costs and locations are poor
• Fear of crime, particularly amongst the older
  population
• Large commute out of Winchester

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Opportunities

• Local Council Support
• European funding niche opps
• BIDs
• Key retail support
• Existing City events/projects/Broadway and
  Friarsgate
• Profile of shopper high income ABC1

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Threats

• Basingstoke, Salisbury, Southampton
• Out of town shopping
• Other towns and cities in secondary catchment
  area
• Future development resembling building site
• Main threat Winchester City Centre

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The choice

• By doing nothing the City Centre risks
• Becoming second-best to Southampton
• A Sheffield City Centre vs Meadowhall scenario
• By doing something
• Create a quality umbrella brand for retailers
  to link to
• Raise awareness, increase footfall
• Save having to attempt to woo shoppers once they
  have left

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The challenge

• Raise awareness of the strong, improving, diverse
  shopping and leisure offer
• Dispel negative preconceptions
• Ease of access
• Plenty of parking spaces throughout the City
  Centre
• Stores centralised
• City Centre an award-winning area Safe City
  Award

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Our target audience

• Who are we talking to
• Phase 1 ABC1shoppers within primary catchment
  area (895,600 people within 30mins)
• Phase 2 - 40 minute drive time from the City
  Centre where shoppers have a choice. Romsey,
  Eastleigh, Chandlers Ford, North Baddesley, Kings
  Worthy, South Wonston
• Tactically - Southampton
• Retailers at local, regional and head office
  levels

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The marketing strategy

• Loyal shoppers - be aspirationbut not over
  promise
• Non visitors raise awareness
• Existing shopper increase frequency of visits
• Cost effectively reach the target audience by
  selecting the best media to suit the brief and
  budget

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The marketing strategy

• Build a campaign where every pound spent on day
  one, is reinforced throughout the campaign
• Evaluate campaigns and demonstrate an investment
  in your brand, rather than an expense
• A place to do business
• Encourage further support from members of the
  Management Steering Group

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The marketing strategy

• Unique, individual shopping experience
• Character with personality
• Contemporary style mixed with traditional values
• Sophisticated
• Campaignable

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The creative strategy

• Unique, individual shopping experience
• Character with personality
• Contemporary style mixed with traditional values
• Sophisticated
• Inspirational

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Creative strategy

• BUILDING THE BRAND
• Concepts for advertising

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Creative strategy
Winchester Finer Shopping
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Creative strategy
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Creative strategy
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Creative strategy
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Creative strategy
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Creative strategy
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Creative strategy
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The campaign
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The campaign
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The campaign
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Creative strategy
BUILDING THE BRAND Logo development
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Creative strategy
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Questions?
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The campaign

• Devised a effective, creative campaign
• Appeals ABC1s
• Adaptable to run across all media
• Focuses on the real unique experience of
  Winchester
• Has legs it is campaignable!
• Meets the brief

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What do we propose to do?

• Roll-out themed creative campaign
• Create opportunities for sponsorship/vouchers to
  extend budget and build value
• Design a lightweight version which can easily
  and cost effectively be inserted into regional
  media
• Develop and add value to existing shoppers guide

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What do we propose to do?

• Support the creative advertising campaign with
  PR, raising awareness of the partnership and
  develop business relationships
• Create a web presence to capture data and
  quantify
• Create an ad template banner for retailers to use
• Meet regularly with steering group

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What is the budget?

• Strategic campaign
• Lightweight say 60k
• Medium say 100k
• Heavy say 150k

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Shopping list

• Press advertising
• Creative public relations
• Radio
• Direct mail/shoppers guide
• Bus sides
• 48 sheet posters
• Train Stations
• Taxis

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Press ads

• Press advertising

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Creative public relations

• Ongoing public relations
• say 3 days per month
• Raise profile of retail offer
• Retailer focussed press releases
• Creative Public relations
• Cost for Celebrity
• 12,000 - 15,000

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Radio

• 107.2 Win Fm
• Covers Winchester, Alresford and Chandlers Ford
  area.
• Target market 25-54 years and plays the best
  music from the 70s, 80s, 90s and today.
• Potential audience of 68,000 people with a high
  ABC1 demographic.
• Cost OTH per campaign
• 2wk _at_ 825 / 4wk _at_ 1,650 / 6wk _at_ 2,480
• (5.5 OTH / 13.6 reach)
• Other stations which cover Winchester include
  2-Ten,Ocean FM West, etc.

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Poster sites

• 48 sheet posters
• 625 per site - 2 week hit
• Site availability Southampton, Eastleigh, Romsey,
  Chandlers Ford, etc.

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Poster sites

• 6 sheet posters
• 725 per site / month
• Site availability Southampton, Winchester etc.

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Direct mail

• Direct mail measurable collateral voucher
  offer

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Media guide and schedule

• Accompanying this presentation is a media guide
  detailing where we propose to advertise and
  allocate budgets
• Medium weight campaign

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Next steps

• Agree launch date
• Agree budgets
• Agree media plan and schedule

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Summary

• A creative, integrated campaign which meet the
  needs of the City Centre
• Able to roll out the campaign quickly and
  effectively
• An integrated part of your team who listen to
  your needs
• Special footfall building agency

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Award winning team
Purple Apple Merit Award for marketing
Purple Apple Merit Award for marketing
Purple Apple Merit Award for marketing
Greenbridge Retail Leisure Park 2004
Shrewsbury Town Centre Partnership 2001
Telford Shopping Centre 1995