OAKRIDGE 50TH ANNIVERSARY CAMPAIGNCelebrating The Oakridge

Community

MEET THE TEAM

AGENDA

BACKGROUND INFORMATION50 Years In The

Community

HISTORY COMPANY

BACKGROUND INFORMATION

Built in 1959 Became enclosed

1984 Merged with Ivanhoe

in 2001

Two floors and over 150 stores

Also comprised of medical, dental and financial offices

50,400 square feet of condominiums

Over 300 square feet of parking

CURRENT POSITIONING

INITIATIVES

BACKGROUND INFORMATION

Synonymous with style

Quality and fashion-forward

Appeal to fashion-conscious

Deliver unparalleled shopping experience

Working with Canuck Place

Charitable efforts with Dress For Success

The Cancer Society, United Way and local organizations

COMPETITIVE ANALYSISHow Oakridge Centre

Stands Out

Number of Stores 150 102 240 450 280

Target AudienceWomen aged 35-54,

upper classTrendy, upper class,

urbanitesWomen aged 35-54 Young urbanites

Wealthy families,

suburbanites

USPBest Shopping Centre award

8 yearsOnline shopping

Largest mall in Richmond

Largest mall in British Columbia

Free WiFi

Parking Free $2.50/ half hour Free Free Free

Current Campaign 50th Anniversary Fashion Essentials - Metropolis Mannequins“Things that

get you up the grind”

COMPETITIVE ANALYSIS

SWOT ANALYSISA Shopping Centre With Outstanding

Offerings

STRENGTHS WEAKNESSES

STRENGTHS AND WEAKNESSES

• Market share erosion since mid 90’s

• Smaller advertising budget than competition

• Brand image reduces visits from price-conscious shoppers

• Decreasing Sales from PTA• Diminishing visitation,

expenditure from “Urban Comfortables” psychographic

• Gift card awareness only 51.6%

• Strong, recognizable brand • Caters to a high income

bracket• Increasing visitation and

expenditures from STA• Shoppers visit mall an

average of 5.8 times a month

• Regular shoppers spend $82 per visit

• The conversion rate of browsers to buyers is 55%

• The walk out rate is only 8%, half the national average

OPPORTUNITIES THREATS

OPPORTUNITIES AND THREATS

• The Internet provides cost-effective opportunities • communicate promotional

offers• build brand loyalty

• Green technology • Energy efficiency, cost

savings• Improve brand image

• SkyTrain will increase traffic to the mall

• Close proximity to households with income above the BC average

• The economic downturn led to retail closures

• Shoppers may turn to more affordable alternatives

• Canada Line makes competition more accessible

• The centre’s ability to expand its mix of stores is limited by square footage restraints

TARGET MARKET

33%67%

Oakridge Centre Demographic

MenWomen

TARGET MARKET

SUBURBAN AFFLUENTS

SUBURBAN AFFLUENTS

oWho - Asian familieso Income - Average household

income $100,000oLiving- Over 75% own their

own home

ASIAN HEIGHTS

URBAN COMFORTABLESYOUNG TECHNOCRATS AND UNIVERSITY ENCLAVES

URBAN COMFORTABLES

oWho - Coupleso Income - Average household

income $82,000oLiving - Rental housingoWork - Professional and

technical

YOUNG TECHNOCRATS

oWho - Younger students and teachers

o Income - Average household income $73,000

oEducation - Highly educated

UNIVERSITY ENCLAVES

URBAN MID-SCALESPACIFIC FUSION AND SUSHI AND SHIRAZ

URBAN MID-SCALES

oLiving - Apartments and duplexo Income - Average household

income $61,500oWork - Service industry

PACIFIC FUSION

oLiving - Live in condoso Income - Average household

income $61,000oWho - Information, cultural and

entertainment

SUSHI AND SHIRAZ

MARKETING OBJECTIVES

50TH ANNIVERSARY

THE BIG IDEA

MOVING FORWARDOakridge Centre in 2010

MARKETING OBJECTIVES 2010 Maximize customer experience Continue to grow Urban Comfortable group by

100% Promote and increase gift card sales by 15% by

December 31st 2010 Increase traffic to the website

COMMUNICATIONS OBJECTIVES Reintroduce the red ‘O’ Move away from ‘Defining Moments’ Communicate the stories customers share with

Oakridge Increase gift card awareness by 51.6% to meet

Ivanhoe benchmark Reinforce brand positioning and upper-class image

RECOMMENDATIONSEntering 2010 With

Style

ADVERTISING PRINT MEDIA

o Brand image continuityo Product in FASHION Magazineo Warm colours of excitemento The red ‘O’o Saturation to bring out red

clothingo Lines create emphasis and

hierarchyo Intrigue and emotion

MAGAZINE AD

ADVERTISING OUT-OF-HOME

o More emphasis on the headlineo More emphasis on the clothingo A single messageo Clear identification of Oakridge

Centre

BILLBOARD

TRANSIT ADVERTISEMENT

o Font readability o Red hues should be emphasizedo Utilizes rhythm through repeating elementso More hierarchy and attention to headline

CANADA LINE

FATHER’S DAY SALES PROMOTION

o Connect back to the customero Not as text heavyo Tell a story about Dado Appeal across a wider audienceo Add levels of bonuseso $5 for $75, $10 for $100

POINT OF PURCHASE POSTER

SPECIAL EDITION FATHER’S DAY GIFT CARD

GIFT CARD ENVELOPE

DIRECT MARKETING

DIRECT MAIL

DIRECT MAIL

DIRECT MAIL

SALES PROMOTION BALLOTS

o Continue raffleo Opportunity for CFBo Prize integrationo Style = Retailo Stories = Service Experiences

FALL FASHION SHOW TICKET

PUBLIC RELATIONS

SUMMARYWhere have we come from. Where are we

going.

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