2016/17 YOUR GUIDE TO CENTRE MARKETING

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1 2 YOUR GUIDE TO CENTRE MARKETING

2 OPPORTUNITIES THE YEAR AHEAD IN MARKETING GROUND FLOOR SCARBOROUGH ST MALL UPGRADE We are pleased to present the marketing calendar and our retail marketing opportunities for the next 12 months. Marketing activities are a valuable method of generating sales and customer traffic to the centre and more specifically to your store. Without your involvement and participation the centre just becomes another collection of shops. We invite you to take advantage of the proposed marketing activities outlined in this calendar by aligning with the centre activities where possible. Further details will be communicated to your store in the lead up to the proposed campaigns. UPGRADED AMENITIES ADJACENT TO MISTER MINIT NEW FORMAT COLES EVENT CINEMAS RECENTLY UPGRADED We look forward to working closely with you. Australia Fair Marketing Team NEW DIRECTION As the centre is about to commence the first stage of redevelopment, now is the time to celebrate a new direction for Australia Fair. The objective of the new brand is to establish Australia Fair as a progressive shopping centre and a future key destination for locals and visitors. The new brand direction is simple yet flexible, which can be used in a variety of ways to keep current and provide longevity. The strong iconic representation will ensure that the centre is noticed through every communication. The possibilities with the new look are endless and can be adapted depending on the message. As the triangle icon is so AUSTRALIA FAIR GIFT CARDS Gift Cards are available at the Customer Service Desk and are redeemable within all stores. Gift Cards are a great way to increase sales and encourage repeat visitations from your customers. To find out more information about our gift cards, please visit the Customer Service Desk. CUSTOMER SERVICE Australia Fair s Customer Service Desk is available 7 days a week with services including: Information and collection point for centre events, promotions and competitions Lost and Found Hire of Equipment including wheelchairs and scooters Australia Fair Gift Card Sales Customer queries and feedback strong it can be easily adapted to each collateral item. The new brand is unique to Australia Fair and allows consistency without restraint. The brand experience is artistic, playful, professional and contemporary. Gift Card

3 OPPORTUNITIES Australia Fair Website Pop Up Leasing Digital Wayfinders Retailer Newsletter Our website is updated regularly with centre and marketing information and is a great way for your store to feature retailer events, sales and promotions. Each retailer has a dedicated page in the stores directory which features contact information, store location and a brief description. Retailers may also wish to set up Facebook and website links. australiafair.com.au Australia Fair offers a number of pop up leasing sites in prime traffic areas throughout the centre. This is a great way for retailers to increase their brand presence, generate direct sales and promote new products and services. Potential interest can be directed to the pop up leasing manager at Centre Management. Australia Fair will be installing digital wayfinders which will create a new standard for customer experience. Customers will be able to find a store location at the touch of a button regardless of height or ability. The digital wayfinders will provide the perfect platform for the centre to promote activities and individual stores will also have the opportunity to promote their individual campaigns. Australia Fair s Retail Mail is our main communication tool to keep retailers and staff informed of upcoming events and promotions, retailer movements and general information about the centre. The newsletter is delivered to your store on a monthly basis and via our retailer database. Instagram Instagram is a great tool used to connect people around the world through eyecatching images and hashtags. Retailers are offered the opportunity to advertise their products on the Australia Fair Instagram page. It is growing daily and currently has over 700 followers. This provides retailers with a visual platform to connect with a wider audience and draw customers to the centre. instagram.com/australiafair Visual Merchandising Retailers have the opportunity to be involved in our regular visual merchandising displays at no charge. The purpose of these displays is to create top of mind awareness of the centre s retailers and drive sales and traffic to the individual stores. The displays will be themed accordingly to tie in with key promotional periods and product is generally featured on the mannequins for at least one month. If you would like to be considered for this service please notify the Marketing department. Staff Discount Offers Staff are one of Australia Fair s key customers. If you wish to offer a discount and/or incentive or change your current offer, please contact the marketing department. Staff discount offers are available at the Customer Service Desk and are updated on a bi-monthly basis. Senior Discounts The seniors market is also another key customer for Australia Fair. Retailers are invited to offer our seniors a discount or offer. Seniors will be encouraged to collect discount offers at the Customer Service desk upon presentation of their Queensland Government Seniors or Carers Card. The offers will be updated on a 6 monthly basis. Facebook Loyalty App: Reward Me In-Centre Signage E-Bulletins Facebook is a cost effective social media tool for retailers to reach a wider audience and create brand awareness. Australia Fair currently has over 10,000 followers on our Facebook page, which we are able to target on your behalf. We can communicate retailer events, sales and promotions on our Facebook page. facebook.com/australiafair This financial year we will be launching our loyalty app Reward Me. This is an exciting new marketing tool that rewards customers for visiting and shopping using a unique QR code based system. Customers can earn points to be redeemed against great prizes every time they shop in store. The app also offers many other promotional opportunities including partnering to offer reward prizes, placing exclusive special deals and offering and sending notifications for awesome specials. Our poster stands are a great way to promote a store. Signage is rotated on a fortnightly basis, depending on specific retailer and centre promotions although a certain location cannot be guaranteed. We encourage all retailers to provide signage to the Centre Management office for consideration. Sign area measures 1000mm (H) x 750mm (W). For design and printing of posters at competitive prices we highly recommend contacting Advanced Adsignz on Australia Fair has over 3,000 members on our e-bulletin database. An e-bulletin is a great way to communicate upcoming promotions, events and retailer offers and is an effective medium for your store to gain exposure and engage a larger audience.

4 2 MARKETING CALENDAR School Holidays Public Holidays JULY 2016 SEPTEMBER 2016 NOVEMBER 2016 JANUARY 2017 MARCH 2017 MAY June 2 July: School Holiday Activation Week 1 2 & 3 July: Gold Coast Airport Marathon (Broadwater Parklands) 4 July 8 July: School Holiday Activation Week 2 11 July: School Resumes Loyalty App Launch 4 September: Father s Day Sept: School Holiday Activation Week Sept: School Holiday Activation Week 2 Father s Day Campaign Community Cultural Activation 1 November: Melbourne Cup Cultural Community Activation Install Christmas Decorations Foodbank Community Campaign 1 January: New Year s Day (Public Holiday) 2 January: Additional Public Holiday 9 13 Jan: School Holiday Activation Week Jan: School Holiday Activation Week 2 23 January: School resumes 26 January: Australia Day (Public Holiday) 28 January: Chinese New Year s Day Celebration Community Cultural Activation 14 May: Mother s Day Mother s Day Campaign AUGUST 2016 OCTOBER 2016 DECEMBER 2016 FEBRUARY 2017 APRIL 2017 JUNE August: Gold Coast Show (Public Holiday) Father s Day Advertising Campaign 3 October: Queen s Birthday (Public Holiday) 4 October: School Resumes 31 October: Halloween Halloween Campaign 25 December: Christmas Day (CLOSED) 26 December: Boxing Day 27 December: Additional Public Holiday Christmas Campaign Foodbank Community Campaign Post-Christmas Sale Campaign 14 February: Valentine s Day Valentine s Day Campaign 3 7 April: School Holiday Activation Week April: School Holiday Activation Week 2 14, 15, 16, 17 April: Easter Public Holidays 18 April: School Resumes 25 April: Anzac Day Public Holiday (CLOSED) June: School Holiday Activation Week 1

5 IMPORTANT CONTACT PHONE NUMBERS: Australia Fair Centre Management: Australia Fair Customer Service: Security: Police Beat: Disclaimer: The 2 Marketing Calendar and Retailer Opportunities are produced for the retailers of Australia Fair Shopping Centre. The proposed campaigns are to be used as a guide and could be subject to change. Please consult with Australia Fair Marketing Department to verify individual marketing activities.