RETAIL ADVICE FOR EDUCATION CAMPUSES

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RETAIL ADVICE FOR EDUCATION CAMPUSES Campus Stores, Universities and Colleges Maximize

Faculty Experience Develop an Omni channel Strategy Solid Market Research www.jcwg.

, Suite 100 600 de Maisonneuve Boulevard. W.

1 RETAIL ADVICE FOR EDUCATION CAMPUSES Campus Stores, Universities and Colleges Maximize Retail and Food Service Revenue Offset Budget Pressures Enhance the Student, Staff and Faculty Experience Develop an Omni channel Strategy Solid Market Research Toronto Montreal Chicago 90 Richmond Street E., Suite de Maisonneuve Boulevard. W., Suite West Hubbard Street, Suite 240 Toronto, ON M5C 1P1 Montréal, QC H3A 3J2 Chicago, IL, Canada Canada United States +1 (416) (514) (312)

OUR PUBLICATIONS The partners of have written or contributed to the following publications: The Strategic Compass Model: Your Guide to Becoming a

Williams Getting Retail Right!, by John C.

Atkinson and John C. Williams; Heritage Canada, Ottawa A Guide to Retail Success, by John C. Williams and John A.

defines campus as the area and buildings around a university, college, or school.

The retail program not only generates much needed revenue but offers services and products for the campus community.

2 OUR PUBLICATIONS The partners of have written or contributed to the following publications: The Strategic Compass Model: Your Guide to Becoming a Legendary Business, by John C. Williams Getting Retail Right!, by John C. Williams; International Council of Shopping Centers, New York Retail Revitalization and Recruitment: Action Programs for Downtown, by Maureen C. Atkinson, John C. Williams, and John Archer, Urban Marketing Collaborative, Toronto Marketing Main Street A Practical Guide to Success, by Maureen C. Atkinson and John C. Williams; Heritage Canada, Ottawa A Guide to Retail Success, by John C. Williams and John A. Torella; Fairchild Publications, New York re/think retail branding, by John Torella,, Toronto Retail Advice for Education Campuses The dictionary defines campus as the area and buildings around a university, college, or school. We see it as a cluster of community; an island, with its users serviced by the retail program. Retail can play a very important role for campuses. The retail program not only generates much needed revenue but offers services and products for the campus community. Our team has supported many clients with creating a business plan that will maximize revenues as well as enhance the brand and visitor experience. is one of North America s leading boutique retail consultancies with 40 years of industry experience. While our primary focus is on retail, we provide our retail and non retail clients across North America, Europe, the Middle East, India, and Asia Pacific with a wide range of market expertise, including strategic planning, branding and marketing, digital and omni channel commerce, real estate, merchandising and operations, human capital management and market research expertise.

3 What We Do Our services cover the entire spectrum from a comprehensive review to vision and strategy, including a road map to operating success! How can we support your retail objectives? Campus Master Planning As your campus expands and grows, retail (including foodservices) can play a key role in the student experience and revenue generation potential. An effective retail strategy can benefit the institution by enhancing the overall campus experience and aesthetics, as well as offset capital costs of new buildings and improve safety perceptions. We will guide your team through our process, including: Site and trade area analysis Market research and benchmarking Demand analysis Tenant/commercial mix and optimal site planning Design criteria Revenue forecasting Leasing management and execution The Bookstore Campus bookstores are in a state of transition. We can help bring your retail offering and operations in line with industry best practices. We will ensure the retail strategy is aligned with the institutional values, goals and objectives. The retail strategy will be developed specifically for your institution. Process and product alignment will be tailored to the unique needs and wants of your students and staff. Digital/Omni channel E tail is now a formidable and growing force. We will assess your institution s existing online and digital presence and benchmark to best practices in both higher education and retail in general. We will provide your team with a short term and long term digital strategy, including: Website design and vendor sourcing Social media strategy Marketing tactics and customer relationship management Our Team LISA HUTCHESON, Senior Advisor Lisa leads our non traditional retail practice. She uses her 25 years of retailing experience to support the business needs of her clients. Lisa is an expert in creating revenue through experience retailing in non traditional venues. She uses her expertise in strategy combined with collecting user feedback to provide clients with the right mix of retail services to provide an outstanding experience. Whether it is patient experience in a hospital, student experience on a school campus or visitor experience within a tourist attraction, Lisa will ensure that the retail program aligns with the appropriate experience for the patron while maximizing revenue potential. While holding executive positions with two of Canada s largest specialty retailers, Lisa has proven herself as a leader building strong retail success for the organizations she supports. Her diversified background includes store operations, human resources, and project management. Lisa s zest and passion for retailing excellence led her to join the team in 2004, when she decided to put her knowledge and expertise to work to service retailers who wish to strengthen their competitive position. Since then, Lisa has worked on a variety of projects for many prestigious clients. More recently Lisa has focused her work on supporting not for profit clients, particularly healthcare, Universities and Colleges, and Museums. Drive traffic to your site, increase conversions and generate revenue!

Our Team Clients and Case Studies SUTHAMIE POOLOGASINGHAM, Senior Advisor Digital and Omni channel Many businesses believe the online channel is simple to use and low cost.

Suthamie Poologasingham, a digital expert and advisor helps you understand the different paths to developing an e commerce and/or digital marketing strategy.

4 Our Team Clients and Case Studies SUTHAMIE POOLOGASINGHAM, Senior Advisor Digital and Omni channel Many businesses believe the online channel is simple to use and low cost. Without a clear strategy they lose money, time and customers in the process. Suthamie Poologasingham, a digital expert and advisor helps you understand the different paths to developing an e commerce and/or digital marketing strategy. Suthamie understands the costs involved so that you are prepared for the total investment, including hidden costs that service providers fail to mention. By being informed and having a clear strategy, your business is armed for success online. Suthamie is a leading consultant at J.C. Williams Group providing her expertise on digital media to a large network of customers, including retailers and shopping centers. Suthamie has six years of market research experience, which has been a key component of providing guidance and insight on the digital world. She has conducted extensive research, including e commerce and social audits, leading to the development of digital best practices and processes implemented by clients. In addition, Suthamie has a practical understanding of the digital world as an online marketer, designer and web developer. Suthamie has advised various customers on e commerce over the past year including the Toronto International Film Festival, Industry Canada, Canada Post, NutriChem, New Oakville Hospital and Dufresne Retail Services Group to name a few. She has also worked with financial services firms (e.g. Visa) and loyalty firms (e.g. Airmiles) on their online strategies. Suthamie earned a Bachelor of Arts from Mount Holyoke College in Massachusetts and a Master of Business Administration from the Schulich School of Business at York University in Toronto. She is fluent in French and has traveled extensively, living in Kenya, Kuwait, Italy, Austria and various parts of the United States. We have worked with many clients, including: Algonquin College SAIT Polytechnic Brock University University of Western Ontario College of the North Atlantic University of Regina Dalhousie University University of Saskatchewan Holland College University of New Brunswick Mount Royal University University of Toronto New Brunswick Community Red River College College Saint Mary s University Nova Scotia Community College State University of New York Ryerson University Wilfrid Laurier University The following case studies demonstrate our team s ability to deliver outstanding results. J.C. Williams was asked to support Campus Stores Canada with research, predictions and financial modeling for the looming e book shift that will dramatically impact the future of campus bookstores. Our team visited several campus bookstores to interview store managers and gather information regarding the sales and margins of the textbook business. Our research included interviews with industry experts as well as comprehensive industry benchmarking. Our financial expert created a financial model that simulated several financial scenarios that help store managers and senior administration understand the imposing threat. Our team documented the findings and provided support in the writing of Campus Stores in Transition, Examining the Impact of Digital and Emerging Competitors on Course Material Revenue and Margin, 2010.

was asked to support Mount Royal University with a review and analysis of their current Ancillary Services including benchmarking and key metrics of performance.

Overview of Project Deliverables: The final report included recommendations for store layout and design as well as operational efficiencies for the bookstore.

This was done alongside significant amounts of retail (Yonge Street, Eaton Centre, etc.) located adjacent to the campus.

5 was asked to support Mount Royal University with a review and analysis of their current Ancillary Services including benchmarking and key metrics of performance. However, the primary focus of the project was on the bookstore as it is the largest campus retail operation and likely offered the greatest opportunity for growth. Overview of Project Deliverables: The final report included recommendations for store layout and design as well as operational efficiencies for the bookstore. The report also included recommendations for all the Ancillary Services. Under a new President, Ryerson University was seeking ways to upgrade retail services and link to downtown Toronto. This was done alongside significant amounts of retail (Yonge Street, Eaton Centre, etc.) located adjacent to the campus. The focus of our study and report was the Sam the Record Man building and the building adjacent to the north on Yonge Street. This was a high profile project on Yonge Street where the store will have sales of $5 10 million annually. A thorough plan was prepared, which included the following: An expanded role for the bookstore to become a Campus Shop, A merchandise plan and layout for the store, which also included ideas for a student centre on an upper floor, and Pro forma statements and forecasts of capital expenditures, profits, and return on investment. Our Team JOHN ARCHER, Senior Advisor John Archer is a senior advisor with J.C. Williams Group and her sister company Urban Marketing Collaborative. John has 12 years of experience as a retail consultant for both the public and private sectors in Canada, U.S., India, Africa, and the Middle East. The company specializes in translating economic information into livable communities. A firm grasp of understanding quantitative measures to assess retail potential, John is able to take the results to the next level by interpreting the results to create unique retail areas based on the principles of place productivity. John specializes in retail real estate, including retailer site selection, retail gap analysis, consumer market research, feasibility studies, impact assessments, downtowns and business district revitalization, master planned communities, farmers and public markets, shopping centres, and retail infill projects. Currently Mr. Archer sits on the executive committee of the Toronto District Council s Urban Land Institute. John holds a Bachelor of Commerce Degree from Queen s University. After graduating from Queen s he spent a year working and travelling throughout Australia, South East Asia, and Korea before returning to Queen s University to earn his Master in Urban and Regional Planning. His Master s Report focused on the economic and social location factors for the businesses and services located in a downtown neighbourhood of Toronto.

Our Team PATRICK WATT, Principle A DAY IN LIFE FOODSERVICE DEVELOPMENT Patrick utilizes his 29 years of experience in the foodservice industry as his tool box to meet his client s needs.

6 Our Team PATRICK WATT, Principle A DAY IN LIFE FOODSERVICE DEVELOPMENT Patrick utilizes his 29 years of experience in the foodservice industry as his tool box to meet his client s needs. Patrick has over 10 years of experience in front line positions including the supervision of retail outlets, three years of operations management within a multi unit restaurant company environment and has been an independent foodservice consultant for 16 years. While working in the foodservice industry Patrick obtained a Bachelor of Commerce majoring in Hospitality and Tourism Management from Ryerson University in Toronto. In 1997, Patrick was credentialed as a professional consultant member (FCSI designate) of the Foodservice Consultants Society International. This year, Patrick earned the designation of Certified Foodservice Executive (CFE designate) from the Canadian Association of Foodservice Professionals. Patrick is one of less than five individuals in Canada to have this combination of credentials. As the principal consultant of A DAY IN LIFE Foodservice Development (ADIL) since 1993, Patrick has personally managed and completed over four hundred foodservice related projects. Patrick s combination of design, programming, business analysis and management advisory experience provides the capability of identifying real opportunities in foodservice operations and accurately defining implementation requirements. together with A DAY I N LIFE was asked to support the College Ancillary Services (CAS) to develop the definition of a retail strategy that would enhance its services to its clients and provide direction for future retail opportunities. conducted a complete review of the current operations as well as gathered best practices and benchmarked CAS to such practices. Algonquin College s food services includes residences, central campus cafeteria services and production, quick serve style satellite concepts, franchised coffee offerings, as well as internal and external catering services. The food services are internally managed (self operated) by the College Ancillary Services (CAS). All food service outlets were reviewed and evaluated, as was the option of outsourcing management versus remaining self operated. Final results included the recommendation to remain selfoperated with strategies to best capture the actual college traffic flows and potential revenues with fresh and easy customer access strategies. The food service scope staged the realignment of services with the in progress and anticipated college growth. Our analysis results directly addressed containing financially losing outlets, internal product development, reaching out to independent and franchise providers to round out the service levels expectations of the college while improving direct revenue for the college. The outcome was a retail strategy that achieved the desired college experience, as well as reaching the contribution goals the college required. The recommendations focused on new revenue streams and operational efficiencies. The report also provided a detailed definition of a retail strategy focused on the user experience and elevating school spirit and locations of services. ADIL has completed over 600 food service focused projects since being established in ADIL s combination of design, programming, business and retail analysis, as well as management advisory experience provides the capability to identify real opportunities for food service operations and accurately define implementation scenarios and requirements.

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