The document outlines a proposed rebranding and marketing strategy for the Slough Trading Estate. It discusses research that found negative perceptions around the estate being old, boring and unfashionable. The strategy proposes changing the brand architecture to make Slough Trading Estate the dominant brand. It identifies key audiences and outlines activities like signage, marketing materials and events to promote a new vision of the estate as a vibrant place for businesses to thrive.

35. Introductions Philip Gregory Chief Executive Piers Pollock Strategy Tim Batten Creative Annmarie Leung Project Management

37. The further away, the less positive Source: Mintel Research

57. So how does Slough Trading Estate respond?

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

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

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

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

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

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

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

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

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

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

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

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

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

141. A new heart KEY Artery Definite redevelopment Possible redevelopment Heart of Estate

142. A new heart for the trading estate

152. Key Messages