Date post: | 18-Dec-2014 |
Category: |
Real Estate |
Upload: | guest746615 |
View: | 417 times |
Download: | 0 times |
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
Introductions
Philip Gregory Chief Executive
Piers Pollock Strategy
Tim Batten Creative
Annmarie Leung Project Management
36
37
The further away, the less positive
0% 20% 40% 60% 80% 100%
Commercial Agent
Potential Occupier
Media analysts/ localauthorities
Existing Occupier
…is run down and in need of investment
…is an older industrial estate; but benefits from good location
…is comparable to some of the best parks in the SE
Source: Mintel Research
38
39
Your Brief to Us
How to represent the Estate in a way that attracts new business, retains existing customers, and
makes Slough Trading Estate “front of mind” when property decisions are taken.
40
Contents
The need for change and the nature of the taskThe essence of the Slough Trading EstateFoundations of the brand
Brand name Brand architecture
Logo and creative expression Signage, literature, marketing communications including new
mediaMarketing strategy
Target audiences and a strategic plan to influence themProgramme of activity
Cost effective and high impact campaigns and a media planIncluded in the document
Cost schedule, team biographies, credentials
41Chiswick ParkSlough Trading Estate Green Park
The need for change
A fantastic location and the critical mass to offer great flexibility and service
All the basics are covered
It is clean and well looked after
Good security
But it feels old, boring and unfashionable
42
43
There’s no pride in the ‘place’
It’s hard to find the Slough Trading Estate logo on the Estate
44
45
Sources of information
Your brief
Examples of literature and communications materials
Interviews with key personnel
Customer satisfaction survey
Mintel research
Site visits of Slough Trading Estate and competitors
Internet research
Industry journals
Industry contacts
46
47
48
49
50
THE NEW VISION FOR SLOUGH TRADING ESTATE
17 February 2005
51
52
53
54
55
…and no consistency
Marketing materials look disjointed, not from the same ‘company’.
56
The world is changing
Manufacturing companies moving to Asia
Focus on high-end added value and research
The rise of the service industry
Supply chain management changing the nature of distribution
Information technology and tech companies
The pace of change is increasing
Your competition is modernising
Communications channels are multiplying
So how does Slough Trading Estate respond?
58
Not a ‘Business Park’
What is a ‘Business Park’? Landscaped gardens and big airy offices Superficially they’re more attractive…
Green vistas Landscaped gardens Lakes and water features…
…but in reality (though we may be prejudiced!) They are sterile, clinical and empty. They sap your energy They’re out of touch They lack real life (The Stepford Wives)
“It is widely acknowledged that Slough Trading Estate is not a Business Park…it would be a misnomer to call it one” Mintel Research September 2004
59
Change the brand architecture
Make the Slough Trading Estate the dominant brand on the estate
Promote Slough Estates to the role of owner
Give the estate its own management (real or cosmetic)
60
Need to update your identity
“Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
61
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
62
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
It seems a great place to work
My business will be more successful there
Businesses there are thrivingIt seems a great place to work
I love this place
My business is more successful because it is here
There’s something going on in Slough
63
Slough Trading Estate Audience
Slough Business Community
Slough Trading Estate
UK Property Agents
Rest of World
I love this place
My business is more successful because it is here
64
65
66
67
68
69
70
Change the brand architecture
Make the Slough Trading Estate the dominant brand on the estate
Promote Slough Estates to the role of owner
Give the estate its own management (real or cosmetic)
71
Slough Trading Estate activities
A sense of place Entrances and landmarks Estate maps Road signs Building signs
Stationery for estate management team
Posters To Let signs ‘Pride of place’ posters
Community magazine
Estate website
Slough Business Community
SloughTrading Estate
UK Property Agents
Rest of World
I love this place
My business ismore successful
because it is here
72
Slough Business Community
Slough Trading Estate
UK Property Agents
Rest of World
There’s a something going on in Slough
UK Property Agent audience
73
UK Property Agent activities
Invitations to events
Presentation of new estate positioning at time of briefing on particular buildings
Brochures Slough Trading Estate brochure Individual property brochures/leaflets
Specialist Property Trade Press Advertising
Direct Mail / Community Magazine
Online Marketing
Slough Business Community
SloughTrading Estate
UK Property Agents
Rest of World
ThereÕs a somethinggoing on in Slough
74
UK Property Agent media
Specialist Property Titles
Estates Gazette
Property Week
Kent, Surrey, Sussex Commercial Property Register
London Commercial Property Register
Property News South
Thames Valley & Heathrow Commercial Property Register
Northern Home Counties Commercial Property Register
Direct Mailings:
Slough Trading Estate Brochure
Community Magazine
National Press inserts in London and home counties
Financial Times (within M25 boundary)
75
Slough Business Community
Summary of activities
Slough Trading Estate
UK Property Agents
Rest of World
SignagePosters
To Let SignsMagazineIntranet
Local PressLocal RadioMagazinePosters
BrochurewareProperty Press
Direct MailMagazine
Website
Online marketingNeighbouring counties
76
Change the brand architecture
Make the Slough Trading Estate the dominant brand on the estate
Promote Slough Estates to the role of owner
Give the estate its own management (real or cosmetic)
77
Need to update your identity
“Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
78
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
79
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
It seems a great place to work
My business will be more successful there
Businesses there are thrivingIt seems a great place to work
I love this place
My business is more successful because it is here
There’s something going on in Slough
80
Slough Trading Estate Audience
Slough Business Community
Slough Trading Estate
UK Property Agents
Rest of World
I love this place
My business is more successful because it is here
81
Slough Trading Estate activities
A sense of place Entrances and landmarks Estate maps Road signs Building signs
Stationery for estate management team
Posters To Let signs ‘Pride of place’ posters
Community magazine
Estate website
Slough Business Community
SloughTrading Estate
UK Property Agents
Rest of World
I love this place
My business ismore successful
because it is here
82
Slough Business Community
Slough Trading Estate
UK Property Agents
Rest of World
There’s a something going on in Slough
UK Property Agent audience
83
UK Property Agent activities
Invitations to events
Presentation of new estate positioning at time of briefing on particular buildings
Brochures Slough Trading Estate brochure Individual property brochures/leaflets
Specialist Property Trade Press Advertising
Direct Mail / Community Magazine
Online Marketing
Slough Business Community
SloughTrading Estate
UK Property Agents
Rest of World
ThereÕs a somethinggoing on in Slough
84
UK Property Agent media
Specialist Property Titles
Estates Gazette
Property Week
Kent, Surrey, Sussex Commercial Property Register
London Commercial Property Register
Property News South
Thames Valley & Heathrow Commercial Property Register
Northern Home Counties Commercial Property Register
Direct Mailings:
Slough Trading Estate Brochure
Community Magazine
National Press inserts in London and home counties
Financial Times (within M25 boundary)
85
Slough Business Community
Summary of activities
Slough Trading Estate
UK Property Agents
Rest of World
SignagePosters
To Let SignsMagazineIntranet
Local PressLocal RadioMagazinePosters
BrochurewareProperty Press
Direct MailMagazine
Website
Online marketingNeighbouring counties
86
Change the brand architecture
Make the Slough Trading Estate the dominant brand on the estate
Promote Slough Estates to the role of owner
Give the estate its own management (real or cosmetic)
87
Need to update your identity
“Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
88
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
89
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
It seems a great place to work
My business will be more successful there
Businesses there are thrivingIt seems a great place to work
I love this place
My business is more successful because it is here
There’s something going on in Slough
90
Slough Trading Estate Audience
Slough Business Community
Slough Trading Estate
UK Property Agents
Rest of World
I love this place
My business is more successful because it is here
91
Slough Trading Estate activities
A sense of place Entrances and landmarks Estate maps Road signs Building signs
Stationery for estate management team
Posters To Let signs ‘Pride of place’ posters
Community magazine
Estate website
Slough Business Community
SloughTrading Estate
UK Property Agents
Rest of World
I love this place
My business ismore successful
because it is here
92
Slough Business Community
Slough Trading Estate
UK Property Agents
Rest of World
There’s a something going on in Slough
UK Property Agent audience
93
UK Property Agent activities
Invitations to events
Presentation of new estate positioning at time of briefing on particular buildings
Brochures Slough Trading Estate brochure Individual property brochures/leaflets
Specialist Property Trade Press Advertising
Direct Mail / Community Magazine
Online Marketing
Slough Business Community
SloughTrading Estate
UK Property Agents
Rest of World
ThereÕs a somethinggoing on in Slough
94
UK Property Agent media
Specialist Property Titles
Estates Gazette
Property Week
Kent, Surrey, Sussex Commercial Property Register
London Commercial Property Register
Property News South
Thames Valley & Heathrow Commercial Property Register
Northern Home Counties Commercial Property Register
Direct Mailings:
Slough Trading Estate Brochure
Community Magazine
National Press inserts in London and home counties
Financial Times (within M25 boundary)
95
Slough Business Community
Summary of activities
Slough Trading Estate
UK Property Agents
Rest of World
SignagePosters
To Let SignsMagazineIntranet
Local PressLocal RadioMagazinePosters
BrochurewareProperty Press
Direct MailMagazine
Website
Online marketingNeighbouring counties
96
Change the brand architecture
Make the Slough Trading Estate the dominant brand on the estate
Promote Slough Estates to the role of owner
Give the estate its own management (real or cosmetic)
97
Need to update your identity
“Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
98
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
99
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
It seems a great place to work
My business will be more successful there
Businesses there are thrivingIt seems a great place to work
I love this place
My business is more successful because it is here
There’s something going on in Slough
100
Slough Trading Estate Audience
Slough Business Community
Slough Trading Estate
UK Property Agents
Rest of World
I love this place
My business is more successful because it is here
101
Slough Trading Estate activities
A sense of place Entrances and landmarks Estate maps Road signs Building signs
Stationery for estate management team
Posters To Let signs ‘Pride of place’ posters
Community magazine
Estate website
Slough Business Community
SloughTrading Estate
UK Property Agents
Rest of World
I love this place
My business ismore successful
because it is here
102
Slough Business Community
Slough Trading Estate
UK Property Agents
Rest of World
There’s a something going on in Slough
UK Property Agent audience
103
UK Property Agent activities
Invitations to events
Presentation of new estate positioning at time of briefing on particular buildings
Brochures Slough Trading Estate brochure Individual property brochures/leaflets
Specialist Property Trade Press Advertising
Direct Mail / Community Magazine
Online Marketing
Slough Business Community
SloughTrading Estate
UK Property Agents
Rest of World
ThereÕs a somethinggoing on in Slough
104
UK Property Agent media
Specialist Property Titles
Estates Gazette
Property Week
Kent, Surrey, Sussex Commercial Property Register
London Commercial Property Register
Property News South
Thames Valley & Heathrow Commercial Property Register
Northern Home Counties Commercial Property Register
Direct Mailings:
Slough Trading Estate Brochure
Community Magazine
National Press inserts in London and home counties
Financial Times (within M25 boundary)
105
Slough Business Community
Summary of activities
Slough Trading Estate
UK Property Agents
Rest of World
SignagePosters
To Let SignsMagazineIntranet
Local PressLocal RadioMagazinePosters
BrochurewareProperty Press
Direct MailMagazine
Website
Online marketingNeighbouring counties
106
The New Vision for the Slough Trading Estate
Where are we
What we know
How we respond
- Marketing & Communications
- Customer Service
- Sense of arrival and navigation
107
Slough Trading Estate - Revenue
A Accelerating Lettings
Dedicating more resources to marketing and leasing of the Slough Trading Estate
Identifying and removing all obstacles to improving attraction and conversion rates, including inclusive leases and/or more flexible terms
Appraising the viability of establishing an on-Estate marketing/leasing and management office
Developing a greater understanding of and improving communication links with the ethnic business community.
108
Slough Trading Estate - Revenue
B Retaining More Customers
Applying more resources to improving occupiersatisfaction and addressing any identified concerns
Using extranet to promote inter-customertrading and trial additional service delivery
Distinguishing and emphasising the Estates’ keypositive features to address value for moneyconcerns. Emphasising total occupancy costadvantages – low service charge, high level ofsecurity etc.
109
Slough Trading Estate - Revenue
C Improving Value
Developing a plan with external support as requiredfor introducing higher added value uses in areas currently designated in the SPZ and industrial/warehouse
Improving the identify of the main body of the Estatewith new entrance signage, zones to assist navigationand more overall cohesion
110
There is a need for Change
111
Perceptions Audit
WHAT WE KNOW
Perception Audit : Summary of Results
112
Perceptions Audit
Benchmark research conducted amongst key opinion groups: Existing Occupants Potential Occupants Commercial Agents Local opinion formers (local authority and local journalists )
Covering key topics Overall impression of the estate Strengths and weaknesses Benchmarking against competing business/industrial parks Evaluation of the name and logo Management style Advertising and communications
113
Mintel Perceptions Audit - September 2004
Areas for improvement
Lack of sufficient amenities on site: restaurants, gym, leisure facilities.
“The estate is a bit of a desert. There is not much to do on the
estate at lunchtime. We have to drive into town for shops.”
Industrial, drab architecture. Power Station. Smell of chocolate.
Traffic congestion. Lack of parking
Slough
Signage and zoning
“we are always stopped by passing lorries asking for directions”.
114
Mintel Perceptions Audit - September 2004
Areas for improvement (continued)
Whilst Slough Estates management is generally felt to be efficient, there are
opportunities to improve
Beware ‘arrogant’, ‘dictatorial’ and ‘inflexible” style described by some.
Improve communication between businesses
Personalise communications e.g. addressing groups of tenants in
similar businesses, or the same locality on the estate
Improve marketing and adopt a higher media profile
Low or nil awareness of logo or any communications
115
Key Positives
Location
Size
Single ownership. Good reputation of Slough Estates
Mix of skills
Good security – much improved
Good Transport links
116
At the heart of what we have
Range of properties and businesses
Prime Location
Scale and Single Ownership
Self Contained
117
Where real business goes to work
The attitude of mind that defines the Slough Trading Estate
Grounded
Action orientated
Vibrant
Collaborative
Customer centred
118
The world is changing
Manufacturing companies moving to Asia
Focus on high-end added value and research
The rise of the service industry
Supply chain management changing the nature of distribution
Information technology and tech companies
The pace of change is increasing
Our competition is modernising
Communications channels are multiplying
119
HOW WE RESPOND
120
Not a ‘Business Park’
What is a ‘Business Park’?
Landscaped gardens and big airy offices
Superficially they’re more attractive… Green vistas Landscaped gardens Lakes and water features…
“It is widely acknowledged that Slough Trading Estate is not a Business park…it would be a misnomer to
call it one”
Mintel Research September 2004
121
Where real business goes to work
The attitude of mind that defines the Slough Trading Estate
Grounded
Action orientated
Vibrant
Collaborative
Customer centred
122
Naming: what the research said
“Whilst Slough is negative, it firmly places the locality of the estate and is probably not worth changing”
“(It) is so well known, a change of name may only add confusion”.
“No others are as prominent as the Slough Trading Estate in terms of recognition in the South East.” (Press)
“It might confuse people…Slough Trading Estate says where it is” (Occupier)
The town of Slough would be insulted by the omission of the name
“They are in Slough. They should deal with it. They should look instead at helping Slough improve itself” (Local Authority)
There is a bigger job to do
“There is a strong feeling that Slough Estates should be investing more in marketing, with a higher media profile.
123
Slough
Don’t ignore the negative associations They won’t go away by themselves
Don’t abandon the town Its is where we are
Work with the local authority, the town and regional bodies to improve and promote Slough’s image
124
CHANGE OF NAME ?
CHANGE OF IDENTITY ?
125
IN SUMMARY
126
Slough Trading Estate
Essence The Slough Trading Estate is where real business goes to work
Enduring purpose To provide the property and the atmosphere that will enable people and
businesses to thrive
Goal Be seen around the world as the leading business location in the
Thames Valley and the South East
Mission To make it easier for businesses to succeed
Values Grounded Action-orientated Vibrant Collaborative Customer-centred
127
SLOUGH TRADING ESTATE - REVENUE
The £74m revenue from the Trading Estate in 2003 represents 48% of the £155m income from UK property (excluding retail.
Revenue has grown from £41m in 1990 to £74m in 2003.
A £7.5m surrender premium increases anticipated revenue to £76.5m in 2004.
Revenue is forecast to decline to £65.7m in 2005, increasing to only £66.4m in 2006.The anticipated decline in revenue is a serious issue that
merits further investigation. Source: Annual Accounts & Budget Forecast
REVENUE/CAPITAL EXPENDITURE 1990 - 2006
0
10
20
30
40
50
60
70
80
90
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
£m
Rental Income Capex
128
BRINGING THE IDEA TO LIFE
129
Concrete actions
Put the brand mission at the heart of all activities
To provide the property and the atmosphere that will enable people and businesses to thrive
Marketing &Communications
Customerservice
Sense of place& navigation
Masterplan
130
Slough Business Community
Slough Trading Estate Constituencies
Slough Trading Estate
UK Property Agents
Rest of World
Sub-regionalBusiness Community
131
Slough Business Community
Summary of activities
Slough Trading Estate
UK Property Agents
Rest of World
SignagePosters
To Let SignsMagazineIntranet
Local PressLocal RadioMagazinePosters
BrochurewareProperty Press
Direct MailMagazine
Website
Online marketingNeighbouring counties
Direct MailLocal PressAdvertising
Sub-regionalBusiness Community
132
Public Relations strategy
To be seen around the world as the leading business location in the Thames Valley and the South East
To foster pride in STE, both internally and among external key stakeholders
To promote STE to a wide range of key stakeholders through a comprehensive programme of media relations
133
Public Relations
Employ a wide-ranging programme of highly inclusive local media relations, creating new platforms for coverage
Re-ignite interest in STE in the national market by targeting top-tier national and specialist journalists with new messages and proactive news generation
Engage local business decision makers (including customers) in estate-based networking events
Supplement existing community events with new initiatives under a new Corporate Social Responsibility programme
134
Public Relations key messages
The leading business location in the Thames Valley and the South East
STE is the first and most well known trading estate in the UK and still leads the field today
STE offers unrivalled benefits to occupiers Flexible leasing, excellent locational benefits, access to M25 and
national motorway network, high security and high quality customer service
Single ownership and almost a century of experience are key to STE’s past and future success
STE is not a business park, but an integrated business district offering a sense of place and community
135
Public Relations key messages
The leading business location in the Thames Valley and the South East
STE is the first and most well known trading estate in the UK and still leads the field today
STE offers unrivalled benefits to occupiers Flexible leasing, excellent locational benefits, access to M25 and
national motorway network, high security and high quality customer service
Single ownership and almost a century of experience are key to STE’s past and future success
STE is not a business park, but an integrated business district offering a sense of place and community
136
A role beyond estate management
Acting as a catalyst – providing connections or opportunities for tenants
Networking
Training
Local Authority initiatives
Business Link
Business development grants
Events
137
Making it easier for business to succeed
All detailed in a
SLOUGH TRADING ESTATECUSTOMER PLEDGE
138
Primary objectives
To establish a sense of place for STE
To improve orientation and wayfinding on site for visitors and tenants
To support the new brand positioning
139
Sense of arrival & navigation
Sense of arrival – Bath Road signage
Boundary
Directional signage
Entrance & exit treatments
Buckingham Avenue as High Street
Identifying permanent poster sites
140
Key issues to address
Create a sense of arrival
Define the site by its perimeter and gateways
Clarify main routes and arteries
Provide wayfinding information when and where it is needed
Develop a strategy for zoning
Identify/codify zones, roads, buildings
Review site mapping (on and off site – signs, print, online)
Input to a longer term masterplan for STE
Highlight implications for marketing. letting, architectural and landscape policies
Develop coherent system for signing and street furniture as appropriate
Document agreed signing strategy and design guidelines for STE personnel, tenants and suppliers
Permanent poster and banner sites along railway line and Buckingham Avenue
141
A new heart
KEY
Artery
Definite redevelopment
Possible redevelopment
Heart of Estate
142
A new heart for the trading estate
143
Slough Trading Estate
Essence The Slough Trading Estate is where real business goes to work
Enduring purpose To provide the property and the atmosphere that will enable people
and businesses to thriveGoal
Be seen around the world as the leading business location in the Thames Valley and the South East
Mission To make it easier for businesses to succeed
Values Grounded Action-orientated Vibrant Collaborative Customer-centred
144
145
SUMMARY
146
147
148
149
150
151
152
Key Messages
153
154
155