3. The
• The Braehead Freshers’ Fair would be a couple of weeks of
activity focused around the weekend of Sat 21st - Sun 22nd
September 2013 to coincide with Glasgow universities’
Freshers’ Weeks:
- Glasgow Uni: Sat 14th - Sun 22nd Sept
- Strathclyde Uni: Sat 21st - Sun 29th Sept
- Caledonian Uni: Sat 21st - Sun 29th Sept
Idea
4. • Stalls set up in main atrium representing different brands within
the centre, each with a fashion or retail advisors to recommend
for all student needs.
• Student “lock-ins” open to students only and offering additional
discounts.
• Freshers’ buses running from university campuses to Braehead.
• Creating a buzz around activity at Braehead.
The
Braehead
Freshers’Fair
5. The
• On university campuses across the country, freshers’ fairs take place
where newly matriculated students have the opportunity to sign up and
get involved with various groups and extra curricular activities.
Braehead
Freshers’Fair
6. The
• Braehead would take this concept and have a retail fair in the main atrium of
the centre with stalls set up to represent each participating brand, and a retail
expert from each store providing advice whether on what trends are must-
have, or how to kit out their halls of residence on a budget.
Braehead
Freshers’Fair
7. The
• Despite increased tuition fees, students remain the demographic with the highest
disposable income, spending £15billion a year on the things they love.
• Retailers have ceased this opportunity by hosting “lock-ins”, where student offers
are increased discount for one-night-only, and a party atmosphere is created.
Student
Lock-insDiscount
8. Fashion
• Topman
• Burtons
• Jack & Jones
• Next
• D2
• USC
• Blue Inc
• Clarks
• Topshop
• Dorothy Perkins
• H&M
• Next
• Ann Summers
• La Senza
• Dune
• Warehouse
• Oasis
• River Island
• Lipsy
• Office
• Primark
• New Look
• Hollister
• Republic
brands
9. Other
• IKEA
• Body Shop
• The Perfume Shop
• WH Smith
• Pizza Hut
• Boots
• Waterstones
• Apple
• 3 store
• Phones 4 U
• GAME
• Carphone Warehouse
• Vodafone
• EE
brands
10. The
• One of the biggest challenges Braehead faces when trying to draw students
to the centre is it’s location, particularly against already stiff competition. But
the competition doesn’t have an IKEA, Xscape, and can’t boast its customers
being able to spend an entire day there.
Student
BusCampus
• The solution: make it easy for students
to visit Braehead. Put on student buses
running from unions to the centre and
back twice a day over freshers’ week.
• By offering students an experience in their
first few weeks, hopefully students will
realise how close Braehead is, and
consider it a shopping destination
thereafter.
11. Creating
• With budget being spent on running buses, additional staffing, and setting up
uniform stalls for retailers in the shopping centre, it is important that media
budget be kept to a minimum.
• The good thing is students are online savvy, and online need not be
expensive.
a buzz:
Go digital
Social Media Memes
• Use online competitions using
#hashtags to create a conversation
and share the love for the
#BraeheadFreshersFair
• Memes are ideas which spread from
person-to-person usually online. A
meme could be a flash dance of a
viral video, or recognised images
which say something unique and
recognisable. They are there to be
embraced.
12. Creating
• Although digital can be entirely effective on its own, more tangible and
traditional media forms are often needed to get the initial word out though
these again do not need to be expensive.
a buzz:
Other media
Flyers (with a difference) Sand blasting
13. Branding
• In the theme of American Ivy League University / British Oxbridge
branding.
• Serif fonts & Intu Braehead badge.
14. Budgeting
• Stalls material + build (before branding)
• Traditional media materials (flyers)
• Digital media (graphics)
• Buses (including drivers)
• Sand blaster hire + stencil
• Overheads and staffing for any additional
opening hours.
• £2,000
• £5,000
• £1,000
• £3,000
• £2,000
• £7,500
• TOTAL ALL IN • £20,500
• Below are estimated costs for holding this event, including any overheads.
This is based on a rough estimated annual budget for a shopping centre of
Braehead’s size of £250,000 and various events being hosted throughout the
year.
15. Additional
• Bringing fashion shows to the university students unions.
• Gorilla marketing techniques.
• Commercialisation in the centre “student focused”.
• Advertising on student and local radio.
• Sponsoring Freshers’ Week events.
• Sponsoring Fresher Helper t-shirts.
activit
yto consider
