CROMPTTON PLACE

SHOPPING CENTRE I BOLTON

For more information visit

Follow us on

www.crompton-place.co.uk

RetailerOPPORTUNITIES PACK 2014

CROMPTON PLACE, BOLTON

MARKETING STRATEGY 2014

Crompton Place is a key regional shopping destination with a large catchment area and shopping population of 119,923 with expected growth to 2022 of 4.6%. 2013 was another challenging year and brought a changed environment and more demanding economic conditions. Crompton Place now needs to fully exploit their marketing position and other core strengths and continue to work hard for their share of the available spend within the catchment.

Looking further ahead, Crompton Place Shopping Centre will maintain its position as a key shopping destination by enhancing its brand identity and profile in the local and surrounding area. Crompton Place needs to establish a clear identity that will assist in building a strong community presence to ensure that they remain at the heart of Bolton life.

The strategy for 2014 will therefore focus on:

• Developing and rolling out a new brand identity for Crompton Place, to help raise the profile of the centre across the town centre and marketing mix

• Implementing a targeted events programme at key trading times, to drive and maintain customers, improving dwell time and increasing retailer sales

• Improving tenant participation in activities to promote the retail offering and assist sales

• Continuing to develop community and stakeholder partnerships to create a sense of community with shoppers in the catchment to retain shopper loyalty and promote the centre as a local convenience

• Creating a clear and targeted media plan to increase brand awareness and support events

• Utilising the new responsive website to create a clear digital strategy that will raise awareness of Crompton Place and support tenants by promoting their offers, events and competitions

• Building on and further developing the successful PR strategy focusing on product placed features and event coverage

• Develop a database – building loyalty link with launch of Wi-Fi in the centre

About the centreCrompton Place Shopping Centre is situated in the heart of Bolton town centre and is conveniently located near to various tourist attractions including the Town Hall and local museums. High street stores and Market Place Shopping Centre are also located within walking distance of the centre making it easily accessible for shoppers on foot.

The centre is located adjacent to St Andrew’s Court offering independent and unique boutiques and specialist stores.

Crompton Place has a great shopping offer including a mix of big brands and localindependent stores including BHS, Primark, Ernest Jones, Miss Cute, Midas, The Works and New Look plus many more.

As a town, Bolton hosts several key events and activities throughout the year for both locals and tourists, the majority of which, take place in Victoria Square outside the Town Hall and are therefore in a fantastic location for the centre to get involved with and support.

Useful Crompton Place Fact & Figures

• Crompton Place first opened in 1971

• The centre offers 207,000 sq ft of retail space

• More than 45 stores including big name brands and independents

• 320 car parking spaces

• More than 105,000 visitors every week

• 10 minute walk from the train station and Bolton University

KEY OBJECTIVE The core marketing objective for

Crompton Place is to develop a fresh brand identity to raise the profile of the

centre and increase awareness in order to drive sales and footfall, encourage dwell

time, raise the profile of the retail mix and enhance community, stakeholder and

retailer relationships.

1

Social Media

Cost: FREE

The marketing team recognises that social networking forms an essential part of the marketing mix and has established Facebook and Twitter pages which are being managed by the marketing team. Social media is an essential tool to communicate key messages to the centre’s target audience, engaging with existing and potential shoppers along with interacting with retailers.

The marketing team are always seeking news from individual stores to promote via Facebook and

Twitter – from new product information to sales and special offers and even store person-

nel charity initiatives.

Please like us on Facebook and follow us on Twitter with your store’s own individual accounts so we can cross promote activity and offers.

For more information visit

Follow us on

www.crompton-place.co.uk

MEDIA STRATEGY 2014

2014 will see the implementation of a targeted, well-structured media strategy. The media strategy will continue to focus on raising the profile and developing the identity of Crompton Placewithin Bolton.

PressCrompton Place will continue to make use of the strong local press opportunities to communicate tactical messages throughout the year. The focus will be on using a range of titles including Bolton News, Bolton Journal, Lancashire Life and Lancashire Telegraph to deliver targeted content to the locality and potential consumers within the wider catchment area.

RadioRadio coverage and advertising is an effective tool to raise awareness and support key trading periods and events. Tower FM has the largest reach of any commercial radio station within the Crompton Place catchment area, however it has been noted that the immediate local area surrounding the shopping centre struggle to gain reception to this station and therefore Real Radio 106.1 will be a better and more accurate way to communicate with a larger number of existing and potential shoppers. The marketing team are currently carrying out retailer/shopper surveys about local radio and will share the findings with the centre.

OutdoorOutdoor media will be utilised to enhance key campaigns for 2014 particularly over the summer period and Christmas. High visibility opportunities in close proximity to the centre will be utilised including 48 sheets and bus rears to enhance the existing communications media, targeting both pedestrians and motorists.

Direct MarketingFor this year’s Christmas magazine we will continue to use Direct Marketing to reach primary and secondary catchment areas. The magazine will be distributed direct to 15,000 households in the Bolton area in November 2014.

An additional 5,000 copies of the magazine will be available for retailer distribution and for shoppers to collect in the centre over the Christmas period.

2

PRESS Crompton Place has a dedicated PR team who will secure regular coverage on a monthly basis. The PR activity supports the marketing strategy by seeking pre and post event coverage, as well as co-ordinating competitions and product placement features in participation with retailers at the centre. PR alsosupports tenants by highlighting in-store initiatives and events as well as encouraging participation in Crompton Place campaigns, events and activities.

Our PR team always want to help your store gain extra coverage so let us know when you have something big to shout about.

Community Relations and CharitiesLocated in the heart of Bolton, Crompton Place understands its responsibility to act in the best interests of the community, its residents and its visitors. Crompton Place will host a number of community events to involve local residents and organisations, promoting schools, artists and performers in the area.

During 2013 Crompton Place supported local charity ‘Paws for Kids’ as the centre’s charity of the year, this charity will continue to be supported throughout 2014. Support will include; fundraising, linking with events, exhibitions, PR and a pop up shop. Retailers can also support the charity and link into fundraising activity – please get in touch with the marketing team for more information.

• News

• Offers

• Events

• Products

CROMPTON PLACE Website

Cost: FREEwww.cromptonplace.co.uk

As a retailer you have several FREE opportunities available to you to publicise the latest from your store and attract customers either via the shopping centre website or social media pages. Your marketing team can add all content, offers and news to the website for your store so please send this information through to them:

Retailer CommunicationsA clear tenant communications strategy will be implemented for 2014 to provide opportunities to be involved in all aspects of the marketing activity. This strategy will incorporate:

• One-on-one meetings

• Monthly phone calls

• Quarterly newsletters

• Event memos

• Quarterly tenant meetings

Promotional SitesCost on application

Crompton Place offers a number of promotional sites available for hire from one day to a few weeks. These sites are perfect for your events, road shows, demonstrations or general awareness for your store.

Contact: Caroline Jones, Centre Administrator on 01204 532501 or c.jones@crompton-place.co.uk

PR MANAGERCLAIRE GARNER07795150781claire@ceidiog.com

3

COMEDY CLUBCrompton Place will launch a Comedy Club in the spring which will run in partnership with a local stakeholder and be supported by some of Bolton’s comedy heroes such as Peter Kay and Paddy McGuiness. The Comedy Club will give local children, students, families and individuals the chance to enter with their best joke or comedy act for a chance to win a whole host of prizes.

All retailers will have the opportunity to support with prize giveaways and can showcase related products at the event. The Comedy Club is set to launch in April 2014 and more information will be sent out to all retailers shortly.

SPORTING MUSEUMIn June, to support the World Cup, a sporting museum will launch in a vacant unit within the centre, offering children and families the chance to come and see showcases of activity, appearances from local football players and the Bolton Wanderers mascot, a showcase of sporting achievements and history, sports and games, installations, characters and lots more.

All retailers will have the opportunity to be involved and more information will be sent out to all retailers shortly.

Silver Savers CampaignFollowing the success of the campaign which has been running this year, achieving retailer sales increases of up to 12%, Silver Savers will launch again in February. The campaign will be supported by an older local ‘hero’ who is known in the community or famous in the local area, who can champion the campaign and support its promotion.

Silver Savers will run at the shopping centre every Tuesday from 9am – 5.30pm from February through to November.

We need stores to support this campaign with discount offers and promotions for shoppers to take advantage of – please get in touch if your store can get involved.

2014 EVENTS OVERVIEW

REWARDS FOR SCHOOLS

‘Rewards for Schools’ will be a promotion in partnership

with Bolton News, which will offer local schools the chance

to win prizes donated from our retailers during September

– November.

Shoppers will be able to collect one token for every time

they spend over £10 or more in participating stores within

the centre. Shoppers can then donate their token to the

participating school of their choice by placing it in the

token collection box, located in the shopping centre. The

school with the highest number of tokens will be revealed

before Christmas and receive a bundle of prizes from our

retailers. All retailers will have the opportunity to be

involved with prizes and support the local

community – more information to follow.

SNAPPER JAXX KIDS CLUB

During the school

holidays, Crompton Place

is going to offer a good

quality ‘Snapper Jaxx’

kid’s club, with themed

activities at each session

to offer fun, interaction,

entertainment and

education for children and families. Several sessions will be

offered to achieve repeat visits and encourage bounce back

retailer offers.

All retailers will have the opportunity to take part and

participate by running toy demonstrations, showcasing

products, offers, giveaways and competitions.

BOLTON FOOD & DRINK FESTIVAL

Following the success of this year’s campaign and

partnership working with Bolton Council, Crompton Place

will support the annual Food & Drink Festival again in 2014.

Events run in partnership will give retailers stocking home

and food products the chance to showcase items and get

involved with demonstrations and activity, along with

promoting offers and discounts. More information will

follow shortly.

4

Christmas Card CompetitionThis Christmas, Crompton Place will work in partnership with school children across local primary schools and offer them the opportunity to take part in a competition to design themed Christmas cards.

A number of local schools will be invited to take part in the competition and the top 40 entries will be printed onto floor vinyls throughout the shopping centre ahead of the Christmas late night shopping launch. Prizes will also be offered for the top five design entries.

Student Shopping CampaignDuring October to link in with Fresher’s Week, Crompton Place will offer exclusive discounts, promotions, competitions and in store events to both freshers and existing students.

All student related retailers are invited to participate offering discounts and offers for students to take advantage of. Plus, competitions, promotions and activity for students to engage with.

Crompton Place Christmas MagazineIn November, the shopping centre will be re-launching our Christmas gift guide magazine, providing retailers with the opportunity to promote gift ideas for her, for him, for the kids, ideas for stocking fillers, festive food & drink and entertainment. This will also include special offers from the Crompton Place stores.

We will need your support with this and will liaise with you closer to the time to gather offers for all the Christmas must-haves!

Christmas at Crompton PlaceAt Christmas, Crompton Place will work in partnership with Bolton Town Council and local stakeholders to support town centre events for Christmas and enhance with complimentary activity.

The success of this year’s Christmas retailer spend campaign will be analysed and the 2014 Christmas events will be shaped to support activity and retailers.

MEET THE TEAMAmy Hodges, Marketing Manager 07720 679 437 / 0113 261 6250 amy.hodges@eu.jll.com

Victoria Floyd, Tenant Liaison Executive07872 107 616 / 0113 235 5215 victoria.floyd@eu.jll.com

Claire Garner, PR Manager 07795150781 / 01244 680 385 claire@ceidiog.com

Malcolm Angus, Centre Manager 01204 532501 m.angus@crompton-place.co.uk

Caroline Jones, Centre Administrator 01204 532501c.jones@crompton-place.co.uk

5

CONTACT INFORMATION FORM

In order to keep our retailers fully informed about events and activity at Crompton Place, we ask that all stores within the centre provide us with Head Office contact information. This will help to ensure that all available marketing and event opportunities are maximised.

Store Name

Store Contact Name

Store Contact Number

Store E-mail Address

Head Office Contact Name

Head Office Contact Job Title

Head Office Address

Head Office Postcode

Head Office Contact Number

Head Office Fax Number

Head Office E-mail Address

Please complete and return this form to the Management Suite for the attention of

Caroline Jones, Centre Administrator.

CROMPTON PLACE•Shopping Centre Bolton