Q2 COMMERCIAL –PUBLIC SAFETY CAMPAIGNThroughout quarter two we are implementing an integrated marketing campaign to promotepublic safety with a focus on counter-terror design.The Background Story – Counter-terrorism measures are becoming an increasingly importantactor in the design of our crowded places and critical infrastructure to safeguard against vehicle-borne threats.Traditional measures are bulky, ugly and obtrusive, compromising design integrity, contributingtowards street clutter and spreading fear.Marshalls approach – We entered the counter-terrorism security market in early 2010, with thedevelopment of a range of bollards crash tested in accordance with the BSI PAS 68 standard. Whilstour initial development was focused around bollards, our long term strategic aim was to alter theway people think about and specify counter-terrorism protection. We aim to achieve this throughthe integration of high performance crash tested technology into products found in the naturalstreetscape, in order to enhance public spaces and not simply protect them.Our RhinoGuard product range now incorporates a full suite of products, including not onlybollards, but crash tested planters, seating, cycle parking and litter bins, o ering a fully integratedrange of street furniture products.Our challenge – is to educate our customers and markets, that counter-terrorism security measuresand beautifully designed landscapes are not mutually exclusive. To educate them further aboutthe requirement for counter-terrorism measures to protect our crowded places and criticalinfrastructure.Insight – Marshalls is the ONLY manufacturer to o er a fully integrated range of design-led PAS 68street furniture developed for aesthetic appearance as well as counter-terrorist performance. Beautyand safety are no longer mutually exclusive!Objectives• Position Marshalls as THE street landscape counter-terrorism specialist.• Become THE choice for design led security products that can enhance public spaces as well as increase safety.• Position Marshalls as thought-leaders and experts in creating safe public spaces.• Make ‘RhinoGuard’ technology THE choice for safer public spaces.• Own: safety, style, innovation and design integration.• Be the brand that makes public spaces safer, whilst making them more beautiful.Ignition – Imagine better… Outer Beauty, Inner Strength.Continued next page
Campaign components New Product Launches: An integrated suite of PAS 68 products. RhinoGuard 75/30 Seat Frame Igneo Seating Planters We have developed and tested an innovative The Igneo modular concrete seating is now We are now able to supply Bellitalia and RhinoGuard framework, which is developed available fitted with RhinoGuard technology. Sineu Graff planters fitted with RhinoGuard to enable seating styles in various designs and A steel framework is cast into the product technology. materials to be clad around it. during manufacture to add strength. Incorporating a steel RhinoGuard structure, The product has been successfully crash The product has successfully stopped a 7.5t the planters can disable a 7.5t lorry at 50mph. tested in accordance with the PAS 68 standard, lorry travelling at 40mph. stopping a fully laden 7.5t lorry at 30mph. The campaign has been developed in accordance with the ‘outer beauty, inner strength’ key message from which all materials have been developed. The creative executions feature x-ray images that allow us to reflect this message by showing our PAS 68 products in all their beauty but then revealing their inner strength: RhinoGuard Technology. Full A4 PAS 68 brochure Website - Go live 4th April. Incorporating the full range A new website dedicated to the RhinoGuard counter- (bollards, shallow mount terrorism range has been developed. This will provide bollards, planters, seating a rich repository of information and guidance that and the Woodhouse Geo will educate our audiences on the subject of counter- bollards, cycle stands and terrorism design and highlight that beauty and safety litter bins). aren’t mutually exclusive. • We want to make Marshalls synonymous with high- quality, design-led and cost effective counter-terror street furniture. • The site includes: - Educational resources on counter-terrorism design. - Architects view on counter-terror design from Peter Heath of Atkins. - Library of crash test video footage. - New products. We will be promoting our integrated offer to make the Marshalls name synonymous with design-led security solutions. • A dedicated linked in group has been created for counter-terrorism security professionals. A4 PAS 68 brochure Access the site at www.marshalls.co.uk/pas68 PAS 68 website Direct mail and email Will be used to invite people to the Counter-Terror Expo and the Marshalls ‘Creating Safer Spaces’ seminar, we will be hosting in June. Email 1 Invite to expo and Email 2 Follow up invite Email 3 Thank you A5 Acetate DM seminar – 7th April & 19th May – 14th April – 25th April & 14th June
Campaign components continued What are we doing to promote it? Headline sponsors of the Counter-Terror Expo 2011 - 19-20th April at Olympia. • We have developed a number of materials for the Counter-Terror Expo that are consistent with the x-ray big idea but that are also tailored to the exhibition environment. • 9,000 attendees will be carrying Marshalls branded bags. • The Marshalls video will be played in all conference theatres. • Banner on counter-terror website. • Floor vinyls throughout Olympia pushing people to our stand. 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Mar imp act perf designeintegrat shalls orm d ed rang is ance for aest e Stre . heti ngth cs ever ened y bee bollard, by our n uniq PAS successfuplanter ue Rhin 68 stan lly and Whe dard crash-te seat in oGuard™ ther . sted our secu tech eng inee you’re an in acco rity nolo can r, rdan range gy, wor Mar arch ce with has a beau k with shalls’ team , locaitect tiful you the secu at of expe l auth rity every stag rt desi ority or solu gn civil tion e with of a proj enginee hidd ect rs en stren to deliv gths er . FIND CAL OUT MO L THE RE MARSH AT WW ALL W.MARS S STR EET HALLS FUR .CO NIT .UK URE /PA TEA S68 OR M ON 087 0 061 997 6 IT’S BETTER THAN BEAUTIFUL DESIGN, IT’S BETTER THAN BEAUTIFUL DESIGN, Banner on Expo homepage IT’S BETTER THAN BEAUTIFUL DESIGN, A5 carrier bag insert Carrier bag The camera pulls back slightly and we see Once the nal fact has faded o screen then we Still with the strapline onscreen we fade Which once this has fully appeared then the Which once this has fully ap behind him also in x-ray a presentation board fade up the beginnings of the strapline. through to the cut out x-ray image. second half of the strapline replaces the rst second half of the strapline MARSHALLS PAS68 featuring the product range title. half. half. COUNTER TERROR STREET FURNITURE IT’S BETTER THAN BEAUTIFUL DESIGN, IT’S BETTER THAN BEAUTIFUL DESIGN, IT’S STREET FURNITURE WITH HIDDEN STRENGTHS. IT’S STREET FURNITURE WITH HIDDEN STRENGTHS. Video storyboard sections As the skeleton raises his hand the camera Still with the strapline onscreen we fade Which once this has fully appeared then the The screen then changes to the endframe The screen then changes to begins to pan over. through to the cut out x-ray image. second half of the strapline replaces the rst featuring CTA and logo. The CTA will vary featuring CTA and logo. The MARSHALLS PAS68 half. TALK TO OUR COUNTER-TERROR TEAM depending onTO OUR COUNTER-TERROR TEAM at the TALK whether it is onscreen depending on whether it is ABOUT OUR FULL RANGE OF PRODUCTS. ABOUT OUR FULL RANGE OF PRODUCTS. COUNTER TERROR stand or in the presentation hall. stand or in the presentation STREET FURNITURE STRENGTHENED BY STRENGTHENED BY Ads - Between 14th April to 9th June. IT’S BETTER THAN BEAUTIFUL DESIGN, IT’S STREET FURNITURE WITH HIDDEN STRENGTHS. Thought Leadership Survey • We have taken a partnership • We are using PR to position Which once this has fully appeared then the The screen then changes to the endframe approach with the most We pan fully across to see the x-ray version of the Giove planter. second half of the strapline replaces the rst Marshalls as the thought-leader featuring CTA and logo. The CTA will vary MARSHALLS PAS68 half. respected trade publications COUNTER TERROR STREET FURNITURE TALK TO OUR COUNTER-TERROR TEAM ABOUT OUR FULL RANGE OF PRODUCTS. stand or in the presentation hall. in the industry and RhinoGuard depending on whether it is onscreen at the in the industry. as the best technology in the • Ads will be running in both STRENGTHENED BY marketplace. Architects Journal and New IT’S STREET FURNITURE WITH HIDDEN STRENGTHS. • We are doing a survey in Civil Engineer over the next The screen then changes to the endframe association with AJ – with the few months in order to elevate featuring CTA and logo. The CTA will vary chance to win an Ipad for those TALK TO OUR COUNTER-TERROR TEAM depending on whether it is onscreen at the our product/brand with the ABOUT OUR FULL RANGE OF PRODUCTS. stand or in the presentation hall. that take part. audience. • The results of the survey will be • Key message for AJ – Beautifully published on the AJ website. STRENGTHENED BY Seat frame Ad Planter Ad designed landscapes and CT security measures are not mutually exclusive. • Key message for NCE – Make Marshalls synonymous with cost-effective, high quality, design-led CT street furniture. Publications Thought Leadership Survey website
Campaign components continued Industry seminar - 9th June. The Marshalls ‘Creating Safer Spaces’ seminar held on the 9th of June at London City Hall will see leading figures from a range of private organisations and governmental departments join together to discuss the importance of counter-terror products within our urban landscape. Specifically, how innovative new measures can be blended into the public realm in order to protect our population from the evolving nature of vehicle borne terrorist threats. • It is an exclusive event for 250 people to position Marshalls as thought leaders with their key audiences. • Confirmed speakers, Paul Forman from the CPNI, Peter Heath from Atkins, Edward Freeman at Capita Lovejoy and Gary Heward from MFD group, the most prominent engineer in the industry. Email invite and Direct mailer will be used to invite people to the seminar. Venue – City hall Pull-up banners
NEXT STEPS…Throughout the duration of the quarter two Public Safety campaign and beyond, we needto communicate to our customers that Marshalls is THE number one supplier of physicalsecurity solutions and that counter-terrorism security and good quality design are no longermutually exclusive.The areas seen to be at greatest risk from vehicle-borne terrorism are de ned as ‘crowdedplaces’, and the ‘critical national infrastructure’. It is important that we realise that almost allof the areas we are already supplying our commercial products to on a daily basis, fall underthese banners.Every public realm scheme, shopping centre, sports venue, hospital, police station, trainstation, airport or iconic building we communicate with our customers about, can potentiallybe classed as either a crowded place or critical infrastructure site.We need to make every architect, planner, engineer, local authority and contractor workingon these schemes aware of our product o er and promote Marshalls as THE company tospeak to for design led physical security solutions.For sites not necessarily requiring counter-terrorism protection, we should be promotingour lower rated PAS 68 tested bollards for use to prevent criminal activity, such as ram-raiding. They provide ideal protection to areas such as garage forecourts, petrol stations, cashmachines and doctor’s surgeries from criminal attack.Where possible, we should be guiding customers to the new counter-terrorism productswebsite at www.marshalls.co.uk/pas68We also need to communicate Marshalls’ headline sponsorship of Counter Terror Expo 2011to all customers, encouraging them to pre-register for the event on the Expo website -www.counterterrorexpo.comMarshalls is the only manufacturer to oﬀer a fully integrated range of design-led PAS 68street furniture, developed for its aesthetics as well as counter-terrorist performance.We believe that our security products not only provide proven protection but alsoenhance the environments in which they sit, making us proud to talk to our customersabout our outer beauty, inner strength.