The Palms /Palms Portfolio

Launch and marketing plan to prospective operators 2014

Setting the scene…The Challenge

Initial feedback from our contacts • Few aware of entry of international brands• Lack of appreciation of potential and profile of consumers• Not on their radar – why should Nigeria be a priority?• Expect extensive evidence of commercial case tailored to their offer

Setting the scene…The Opportunity

Lagos alone could accommodate 20 shopping mallsSource: www.howwemadeitinafrica.com

Massive unserved demand beyond Lagos Source: www.howwemadeitinafrica.com

Consumers prefer international brandsSource: in.reuters.com

Our outline approach

• Differentiate The Palms/Palms as truly world class in everything we do…• Global brands, exciting destinations • Superior environments to showcase your brand• Ideal platform and partner for your expansion• Established and experienced• Inspiring vision, safe pair of hands• Clear and compelling commercial rationale for Nigeria/Palms• How we fit with your brand

Principal elements

• Branding strategy suited to international retailers• Compelling business case for The Palms/Portfolio• Selection of target operators and rational• Road test concept and appeal with selected retailers • High quality marketing collateral• London office managed by Clarity to field initial enquiries and demonstrate

commitment• Launch at established industry event • Partner with leading media• Sustained marketing activities • Follow up/relationship development

Develop business case and branding strategyStep 1• Development of branding strategy, imagery, messaging• Define operator mix & offers for The Palms/Palms brands • Drawing up list of target operators• Business case development• Creation of Palms presentation PDF

Benefit:• The right look; the right message; the right audience and the right

information to professionally and efficiently recruit the right retailers

Test brand and develop relationship with selection of known contactsStep 2• Research & questionnaire development• One to one meetings with target operators/influencers• Research feedback• Refine branding, messaging & proposition

Benefit:• Tried and tested approach increases likelihood of recruiting top

brands, saves time and gives better return on your investment

Create marketing collateral

Step 3• Website• Presentation• Lettings brochure • Full page advertisement• Profile• Video

Benefit:• Professionally and consistently convey the opportunity

Launch activities

Step 4• Advertisement and profile in key media• PR and social media campaign• Invitations to target operators/agents• Attendance at key event – RLI Deal Making Forum• Follow up & gain feedback• Ongoing campaign for business press and trade- retail, construction, employment,

tourism etc. press

Benefit:• Generate awareness, establish credibility and create leads time and cost effectively

The Palms letting websiteHome page With blog to convey progress/milestones/credibility

About Overview of development, demographics and potential, launch plansRetail and Leisure Overview of desired tenant mix, operators already on site, facilities planned, retailers

soughtLeasing Who to contact/team

Leasing “brochure” – floor plan, site map, aerial map. PDF to downloadContact Form (would also be on each screen as Call to Action)

Media Image gallery and contactsVideo gallery

News Press releases, blog, twitter, coverageOwnership Overview

Link to consumer Palms siteLink to Persianas/ARIA sites

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The Launch Event

Retailers that attended RLI Connect 2013Aftershock London • Apaz Food & Energy • Aspinal of London • Attirance SIA • Aurora and Karen Millen • Beauty Bazaar • BHS • Boux Avenue • Calzedonia • Campo Marzio • Carmen Steffens • Charanga • Crepeaffaire • Debenhams • Deichmann • Delice Delikatessen • Desigual • Disney Store • Dolce & Gabbana • Dune International • George • Gieves & Hawkes • Giordano • Gromart S.P.A • Gruppo Clark • Hamleys • Hard Rock International • Harvey Nichols • Holland & Barratt • Hotel Chocolat • Internacionale • Kering • KidZania • Kiko Make-up • Laura Ashley • Le Verger Shop • Links of London • List Fashion Group • Luke • Lush • Mackays Stores • Maison JS Co • Mac 88SRL • Marina Home Interiors • Maya Maya • Mothercare • New Look • NYS Collection • Okku • Parfois • Pepe Jeans • Percassi Management • Quiz Clothing • Saburritos • Square Deal • The Light Cinemas • The White Gallery • Timberland • Tucano Urbano • Urban Adventure • VF International • WHSmith • YO Sushi • ZaZa • Zohoor Al Reef • Zumo

RLI Connect 20144th - 5th June 2014 Chelsea Football ClubThe world’s first global retail & leisure deal-making forum, connecting retailers, franchise operators, owners & developers, in one place – at one time!

The mediaRLI: Retail & Leisure International

• World's only global retail & leisure magazine

• International publication

• Well-written analyses

• Informative in-depth articles

• Profiles on the industry's leading operators.

• Circulated monthly to 20,000 individually named CEO's, Directors and key decision-makers internationally,

• Dedicated to the retail and leisure market

• Valuable insight into the impact of retail and leisure development on the industry as a whole.

• RLI works in close association with the BCSC, ICSC and MECSC.

RLI Shopping Centre Profile / Corporate Literature Package

• An editorial & photographic profile package incorporating: • An entry on the content’s page giving a brief resume of the article, and directing readers to the appropriate pages• Two full colour pages comprising your editorial, photographs and/or other illustrations• The full support of our professional editorial copy writing, design and production services teams

• Full exclusivity within your chosen issue (i.e. one developer review per issue)

Timeline

November 2013 • Agree project with PersianasDecember 2013 • Work up Branding, testing and targeting,• Develop presentation on concept for The Palms• Start work on The Palms websiteJanuary /February 2014• Set up London office• Approach prospective operators• Undertake research • Report and refine concepts• Negotiate media bookings• Start work on The Palms advertising & brochure

pack

March/April 2014• Produce advertisements for RLI and Shopping

Centre News• Create PR & social media campaignMay/June 2014 • Launch of The Palms• RLI 4-5th June 2014 Chelsea Football Club• Invites to targets• Advertisement, PR & social media campaign

runJuly/August 2014• Follow up introductions made • Evaluate

Next Steps

• Discuss plan• Budget – see hand-out• Role and resources• Existing information audit