THE ISPT COMMERCIAL MANIFESTO

Transcription

1 THE ISPT COMMERCIAL MANIFESTO A manual for bringing the ISPT brand to life in our commercial portfolio, to build connections with our customers. For the ISPT team and our business partners. V2 September 2016

2 HOW TO USE THIS DOCUMENT Our manifesto is a declaration of our intent, our purpose, and manual for the ISPT Commercial Services team and our business partners. It should inspire engagement and connections with our customers, with each other, and give us all a platform to speak with an authentic, collective voice. Along with our ISPT Brand Book, this manual empowers you to bring our mission and beliefs to life in your day to day work. Keep this Manifesto top of mind every day demonstrated in your actions and communications. I m excited to lead ISPT s Commercial Services team to be the best provider of Investment strategy and execution to our customers. I am constantly looking for opportunities to improve the way we deliver superior investment results by collaborating with and serving our customers to deliver confidence in ISPT as a long term partner and providing places that truly work for the occupiers, the community and our investors. I value the opportunity to work with our team to deliver better outcomes. Don t hesitate to reach out to me with your smallest or biggest idea. Michelle McNally, General Manager, Commercial Services OUR STAKEHOLDERS The people who have an interest in our business OUR INVESTORS We are their Fund Manager and this is the capital part of our business. THE ISPT TEAM Our frontline in relationships and service delivery. BUSINESS PARTNERS Our Property Management teams who operate our properties, our JV partners, leasing agents and other partners in delivery. CUSTOMERS COMMUNITY Our customers are the buyers and The customers who make up our decision makers who influencer communities, those who work at, when our services are engaged. shop at and visit our properties. THE PROPERTY INDUSTRY The property industry, media, community partnerships and Government who approve our projects. 2

3 OUR MISSION - WHAT WE ARE HERE TO DO Outstanding experience, better outcomes. MISSION: Through superior investment strategy and a focus on service, the ISPT Commercial Services team is dedicated to providing people with places that work, enabling them to thrive. VALUES THAT UNDERPIN OUR MISSION SAFETY FIRST: For everyone ACUMEN: Creative solutions delivering value PERFORMANCE DRIVEN: Being focussed and delivering a positive outcome ALIGNED: We can t win if our partners lose RESPONSIBILITY: Consideration of social and environmental impacts TRANSPARENCY: Accountable and ethical in our business dealings VISIONARY: Looking ahead and planning for the future THE BEHAVIOURS THAT DEFINE THE COMMERCIAL TEAM Safety is a priority for everyone in everything we do. Dynamic, superior investment planning process in place supported by strong execution capabilities. Consistent delivery on financial and operational risk, and value creation targets. Engaged, and high performing Investment Management team and Property Services Team. Embedded end to end customer service culture, with quality customer conversations. Committed to acting socially responsible in all we do. Seamlessly integrated with ISPT broader business to deliver commercial services. Driving insights and efficiencies in service delivery supported by systems. A provider of Places that work for our customers, occupiers, community and the environment. Creating value through partnerships and innovation. 3

4 WHAT SETS US APART Our desired market position. What makes ISPT unique amongst our competitors is our commitment to service and people. ISPT NO W A HIGHLY VALUED EXPERIENCE WITH ISPT ISPT FUTURE Market disruptors high risk, high reward. Market leaders High experience, progressive not risky. Fostering open, honest and collaborative relationships, and doing the basics well are the cornerstones of the ISPT brand experience for our customers and communities. We are targeting a unique space in our competitive landscape. One that is genuine to who we are and what we believe in. Market followers market trends without risk. Market challengers Few differentiators, commoditised perception, aggressive and clinical in approach. RECOGNISED FOR LEADING INNOVATION AND BEING HIGHLY PROGRESSIVE 4

5 OUR STORY Our story underpins why we re here, what we want to achieve, and how. The Commercial story can be used when describing ISPT, it communicates what we do and why we do it in a genuine and relatable way. In Commercial communications, use our story in places that the ISPT corporate statement appeared in the past. We might be in the business of property, but what makes a space a place is when people come together to share, create and grow. You spend nearly half of your waking hours commuting to, being at, or simply doing work. So we don t want to make work a chore, but a place that cares for your wellbeing as much as it does your bottom line. THIS STORY CAN BE SHARED WITH OUR CUSTOMERS A Responsible Owner Our story used in the Casselden leasing IM 01 HOME 02 BUILDING 03 LOCATION 04 ISPT We might be in the business of property, but what drives ISPT is our commitment to people and service. We believe people make a space a place, and we are dedicated to providing great places that work. We do this through exceptionally managed property that allows our customers to thrive, and by building open and honest relationships. Enabling us to deliver on this is our More than 50% of Australian workers diverse and strong investor base, have their retirement savings invested providing access to capital for in our properties, contributing to the dynamic and superior investments. $11.9 billion of funds under ISPT s As one of Australia s largest unlisted management. property fund managers, we operate We look forward to welcoming you to exclusively on behalf of our investors, the ISPT community, and celebrating some of our nation s largest your growth and success. superannuation funds. For more about ISPT visit: ispt.net.au A place that takes away the stress of operations. A place that inspires you. A place that connects you. A place that gives you flexibility and options. A place that frees you to concentrate on what s important. We re passionate about enabling people to thrive in their daily work places, wherever that may be. Ultimately, your business success is ours. And our respect for what you do motivates us to keep looking forward, pioneering new and better ways to help your business succeed now and in the future. We re committed to investing in our property, our people, your people, your workspace and our service. We do what we say we will, and confidently deliver every time. In fact, we re known for it. Artist s impression 5

6 CREATING PERCEPTION THROUGH OUR BRAND Our corporate identity and our properties are unified under a single ISPT brand. This Manifesto supports the ISPT brand through a clear story for our Commercial portfolio, one that will resonate with our customers. BRAND ESSENCE What makes us different, and sets us apart, is our outstanding commitment to Enabling people to thrive through places that work. Distilled to a single message that we want every piece of communication and experience to convey: Places that work Places that work Places that work is the essence and tagline unique to the Commercial portfolio, it extends the ISPT brandmark to remind our customers and communities of what we do and why we do it. We invest in and deliver places that work places that work for us in providing returns for our Investors and places that work for our customers and their space requirements extending into places that work for our communities and the difference we can make to their day. To assist our teams in communicating this message a brand lockup has been created. One is for ISPT commercial portfolio use where the design and colours are in line with the ISPT brand. And can be used wherever the ISPT brandmark is used. The second is for property use where the property is the hero brand. All ISPT and property brand and communications materials are available on ISPT Image Bank. Banner for ISPT customer survey Development communications for George Place, Sydney 6

7 OUR BELIEF SYSTEM What we stand for, and believe in. These principles guide us, and allow us to create a deeper level of connection and engagement with our customers. The beliefs should guide our behaviour and actions. By practicing and personifying them, we will collectively achieve our Mission. SHOWING COMMITMENT DONE AND DONE WELL CULTIVATING A SHARED FUTURE PLACES AREN T DEFINED BY WALLS We believe in investing in our people, our customers, our places and our service. We do what we say we will, and deliver every time. We believe the foundation for managing our properties is getting the basics right, and taking responsibility for these. We are brave and challenge ourselves to provide a better experience. We believe in working towards the long game and partnering with our Stakeholders as they grow towards their vision. We seek to provide new and better solutions to the same problems, for collective success. We believe people make a space a place. Great places are ones that empower people to come together. PROOF POINTS: Listening and planning with our customers to create spaces that work for them; TAL creating their headquarters at 363 George Street, Sydney, AustralianSuper s headquarters at 50 Lonsdale Street, Melbourne, Commonwealth Bank s flexible space at 255 Pitt Street, Sydney and Chandler Macleod early relocation at 345 George Street, Sydney. Reinvesting in buildings and believing in adaptive reuse to deliver an A Grade property at Casselden, Melbourne and 500 Bourke Street, Melbourne. PROOF POINTS: Setting in place a vision and then executing on it for a great customer experience at Sydney Central and Central Plaza, Brisbane. Achieving new environmental benchmarks and fully leased at pre commitment phase at 100 St Georges Terrace, Perth. PROOF POINTS: Four buildings in the National Circuit precinct, Canberra redeveloped over 10 years, each purpose built for our Federal Government customers. Creating shared benefits in Dialogue, allowing our customers to maximise their floor space and save costs at 4 National Circuit, Canberra, 24 York Street, Sydney and 50 Lonsdale Street, Melbourne. PROOF POINTS: Commitment to placemaking creating a vibrant shared space at Madame Brussels Lane, connecting Casselden and 50 Lonsdale Street, Melbourne with an engaging retail offering and events held throughout the year. 7

8 BRINGING THE BRAND TO LIFE The way we consistently and collectively express our brand essence and beliefs through our communication and behaviour defines our brand experience. It will help our customers relate to us, building trust in our brand, and emphasising our position in the market. OUR PERSONALITY BRING YOUR BELIEFS, PERSONALITY AND CONVICTION. WHEN WE COMMUNICATE WE ARE: WE DO WHAT WE SAY WE WILL. HOW WE ACT: We are known to be: Responsible, Genuine and Empathetic. And we are increasingly: Confident, Collaborative, Versatile and Decisive. Clear, concise and convey our expertise. Responsible showing diligence and care. Personable and plain, we communicate for our audiences and not ourselves. We listen and are risk aware. With integrity, energy and efficiency. We think differently and care about the future. 8

9 OUR CUSTOMER PURPOSE How we deliver to our customers is just as important as what we deliver. We create growth opportunities, foster relationships, and deliver confidence in ISPT as a long term partner, by: Collaborating with our customers for shared success and taking the time to understand their business priorities Providing a trusted, responsive and personable service Delivering progressive and engaging experiences for our customers Many people contribute to how our customers experience us. From the concierge to the cleaner and to the Property Management team. We want our customers to think: ISPT invest in and maintain great spaces in great locations that meet my workforce needs, and reflect my brand. ISPT show me they are committed to our partnership, and are flexible in helping my business succeed in the long term. ISPT will help me retain my staff by looking after their wellbeing and providing an inspiring place to work ISPT pull out all the stops to make my building sustainable, maintained and well serviced, which lowers my costs and operational stress. ISPT share my people culture, so I trust my business with them. 9

10 THE VALUE FOR OUR CUSTOMERS AND STAKEHOLDERS The Value Exchange model is a way for us to build more meaningful relationships with our stakeholders. All engagements with the brand must fulfil the following emotional and functional attributes in order to create sustainable, genuine connections between ISPT and our customers. Achieving this will mean we are also achieving our Customer Purpose. THE VALUE EXCHANGE Where customer needs meet our brand and an expectation of how we can deliver on these needs. Secure in their job, in their business, in their building, secure in the ISPT relationship. Respected by ISPT, who listen to their needs and respond to them, and take the time to develop the relationship Engaged, and inspired to Do. Whether this is in their work, with their community, personal wellbeing or with ISPT. EMOTIONAL REWARDS INVESTOR RETURNS PLACES THAT WORK Superior investment strategies and advice that minimise risk while maximising returns FUNCTIONAL ATTRIBUTES Reduces adverse impact on the environment Cost-effective, stress free and efficient operations Enviable office location HOW TO USE THE VALUE EXCHANGE Use in creative briefings for third party agencies or partners Use as a checklist for signing off any creative ideas or sales and marketing collateral Use as criteria for customer relationship management Use as criteria for internal performance reviews ISPT has given them to tools they need to confidently do their job and manage their business. Improves customers relationships with their staff Customers and their staff feel proud to come to work every day, and to tell others where they work. Partners are proud to represent the ISPT brand. Gives customers the tools they need to plan, grow and succeed in their business 10