Your SlideShare is downloading. ×
REBRANDING SLOUGH TRADING ESTATE 2004//2005
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

REBRANDING SLOUGH TRADING ESTATE 2004//2005

452

Published on

Strategy Stanley Marek Phil Redding and The Gate Worldwide

Strategy Stanley Marek Phil Redding and The Gate Worldwide

Published in: Real Estate, Business, Sports
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
452
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
18
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Transcript

    • 1.  
    • 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 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 task
      • The essence of the Slough Trading Estate
      • Foundations of the brand
        • Brand name
        • Brand architecture
      • Logo and creative expression
        • Signage, literature, marketing communications including new media
      • Marketing strategy
        • Target audiences and a strategic plan to influence them
      • Programme of activity
        • Cost effective and high impact campaigns and a media plan
      • Included in the document
        • Cost schedule, team biographies, credentials
    • 41. 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
      Chiswick Park Slough Trading Estate Green Park
    • 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
    • 57. 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 Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
    • 62. Slough Trading Estate Constituencies Slough Business Community 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 thriving It 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 I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
    • 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
    • 72. UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
    • 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
    • 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. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
    • 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 Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
    • 79. Slough Trading Estate Constituencies Slough Business Community 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 thriving It 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 I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
    • 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
    • 82. UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
    • 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
    • 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. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
    • 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 Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
    • 89. Slough Trading Estate Constituencies Slough Business Community 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 thriving It 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 I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
    • 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
    • 92. UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
    • 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
    • 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. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
    • 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 Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
    • 99. Slough Trading Estate Constituencies Slough Business Community 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 thriving It 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 I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
    • 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
    • 102. UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
    • 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
    • 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. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
    • 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 occupier satisfaction and addressing any identified concerns
        • Using extranet to promote inter-customer trading and trial additional service delivery
        • Distinguishing and emphasising the Estates’ key positive features to address value for money concerns. Emphasising total occupancy cost advantages – low service charge, high level of security etc.
    • 109. Slough Trading Estate - Revenue
        • C Improving Value
        • Developing a plan with external support as required for introducing higher added value uses in areas currently designated in the SPZ and industrial/warehouse
        • Improving the identify of the main body of the Estate with new entrance signage, zones to assist navigation and 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
    • 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 Customer service Sense of place & navigation Masterplan
    • 130. Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents Sub-regional Business Community
    • 131. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Direct Mail Local Press Advertising Sub-regional Business Community Slough Business Community Slough Trading Estate UK Property Agents
    • 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 ESTATE
      • CUSTOMER 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 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
    • 144.  
    • 145.
      • SUMMARY
    • 146.  
    • 147.  
    • 148.  
    • 149.  
    • 150.  
    • 151.  
    • 152. Key Messages
    • 153.  
    • 154.  
    • 155.  

    ×