Presentation on one of the winning projects from the IT Excellence Awards 2010. The project has delivered a web based marketing tool that provides 3D visualisation of development potential in Ilford. Presented to annual conference of public sector IT management organisation, Socitm, on 12 October 2010

1. Ilford Blueprint Online
Local Government IT Excellence Awards 2010
Supplier Excellence Category
Case Study
12th October 2010
Judith Carlson – Project Manager, Regeneration, LB
Redbridge
a better place to live
Stewart Bailey – MD, Virtual Viewing

2. Project Team
Project Board
Senior Users Project Executive Senior Supplier
Mark Lucas – Head Chris Berry – Stewart Bailey – MD
of Regeneration CPRO/Project Virtual Viewing
Sponsor
John Pearce – Head John Best – Director
of Planning Policy Virtual Viewing
Project Manager
Judith Carlson
Project Support
Planning Comms. Dev. Property Highways T.C. Mgmt.
Policy Control Services
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3. Context
One of 12 Metropolitan Town Centres in London
Designated Opportunity Area in London Plan
Major Opportunities Major Challenges
Crossrail - arrives 2017 Westfield Stratford City - opens
Planning certainty – adopted 2011
planning framework Economic uncertainty
Growth in population Demographic change
Solution: manage the changes by promoting Ilford as
a location for inward investment and development
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4. Vision
Ilford Town Centre Area Action Plan (2008):
ensure Ilford remains a vibrant and attractive town
centre where people choose to live, work, shop and
spend their leisure time by promoting:
Intensification
Mixed use development
Growth in resident population
Enhanced retail and leisure offer
High quality architecture and urban design
Character areas
Public realm strategy
Building heights strategy
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5. Aims and Objectives
Aims:
Promote Ilford to developers and investors
Capture inward investment
Secure development in line with AAP
Ensure Ilford’s future health and prosperity as one
of London’s leading Metropolitan Centres
Objectives:
Develop visualisation of AAP
Demonstrate high quality development potential
Build interactive digital platform
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6. Timeline
Stage Completion by…
Project Initiation December 2009
Commissioning and Procurement February 2010
Phase 1 - initial development March 2010
Phase 2 – ongoing development and June 2010
consultation
Phase 3 - refine products and launch Autumn 2010
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7. Phase 1
Products Details
Website Architecture Design and build website ready to
populate
Draft 3D model and Flythrough Build 3D model
Develop key sites in Western gateway
to Q3
Interactive pilot: architectural model
for OS5 and 6
Animated flythrough
Awayday in Milton Keynes Meetings and site visits: Invest MK;
the Hub; Vizion; Xscape Leisure
Marketing Review Develop key messages
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8. Phase 2
Products Details
Content Development Competitive advantage: reasons to invest in
Ilford
Market segmentation: sector specific
messages
Refine 3D model and Develop plate 1 to Q3
flythrough Develop plates 2 and 3 to Q1
Extend interactive elements with architectural
models for OS7, OS13/15 and OS16
Acquire and drop architect models for schemes
with planning permission
Complete due diligence Detailed due diligence checklists prepared for
priority sites
Soft marketing Go live
Consult stakeholders
Demonstration at Property Linx 24th June 2010
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9. Phase 2 - Consultation
Soft marketing: a Organisation Type
series of ten Drivers Jonas Agent
Deloitte
meetings with key
Empire Property Developer (mixed use)
players Group
Property Linx: Galliard Homes Developer (residential)
demonstration of Ilford Town BID Co BID Co
Greater London Developer
website to a wider Enterprise (workspace)
audience from the CBRE Agent
property industry Telford Homes Developer (residential)
Consultation Frontier Estates Developer (mixed use)
Report: key GMW Architects
messages and Garbe Group Developer (mixed use)
recommendations
a better place to live

10. Phase 2 - Recommendations
Key Messages Details
Tackling Barriers to Promote infrastructure investment
Investment especially transport and public realm
Positioning Ilford Ilford’s Top 10
Planning Delivery Dedicated enquiry handling team
Managed Development Pipeline and phasing
Joint Ventures Public sector land register
Market Intelligence Independent market studies
Product Development Invest in 3D assets and make more
user friendly
Marketing High profile launch event, regular
market engagement, E-marketing
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11. Phase 3
Products Details
Website Refresh home page
Development Add market intelligence and urban design
reports
Refine 3D Model Enhanced public realm
Refine architect models
Add 3D model of TUCA
Refine Flythrough New gateway and route
Quick flythrough and Director’s Cut
Postproduction soundtrack and voiceover
Launch Event In partnership with Gateway to London and
New London Architecture
Commercial Strategy Develop revenue streams
Enquiry Handling Set up dedicated inward investment team
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12. Demonstration
http://investilford.co.uk/home.aspx
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13. Outcomes and Benefits
Innovative on-line presence for Ilford
Visualisation of Ilford’s development potential
Demonstration of design quality
Interactive digital platform for presenting technical
information on planning and property
Valuable resource for the development industry
Eight inward investment enquiries generated through
soft marketing activity
New momentum for delivering the Ilford Town Centre
Area Action Plan
a better place to live

14. Looking Ahead
Service transformation: dedicated in-house Inward
Investment Team
Partnership working: strong interface with sub-
regional inward investment agencies
24/7 global on-line presence: one-stop on line
resource for developers
Commercial strategy: acquire 3D assets and drop
in; develop tariff for use of model by 3rd parties
a better place to live

15. Thank You
http://investilford.co.uk/home.aspx
a better place to live