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REBRANDING SLOUGH TRADING ESTATE 2004//2005

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Strategy Stanley Marek Phil Redding and The Gate Worldwide

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Introductions Philip Gregory Chief Executive Piers Pollock Strategy Tim Batten Creative Annmarie Leung Project Management
 
The further away, the less positive Source: Mintel Research
 
Your Brief to Us ,[object Object]
Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The need for change ,[object Object],[object Object],[object Object],[object Object],[object Object],Chiswick Park Slough Trading Estate Green Park
 
There’s no pride in the ‘place’ ,[object Object]
 
Sources of information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
[object Object],[object Object]
 
 
 
 
…and no consistency ,[object Object]
The world is changing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
So how does Slough Trading Estate respond?
Not a ‘Business Park’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Change the brand architecture ,[object Object],[object Object],[object Object]
Need to update your identity “ Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
Slough Trading Estate Constituencies Slough Business Community Slough Trading Estate UK Property Agents Rest of World It seems a great place to work My business will be more successful there Businesses there are thriving It seems a great place to work I love this place My business is more successful because it is here There’s something going on in Slough
Slough Trading Estate Audience I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
 
 
 
 
 
 
Change the brand architecture ,[object Object],[object Object],[object Object]
Slough Trading Estate activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
UK Property Agent activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UK Property Agent media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
Change the brand architecture ,[object Object],[object Object],[object Object]
Need to update your identity “ Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
Slough Trading Estate Constituencies Slough Business Community Slough Trading Estate UK Property Agents Rest of World It seems a great place to work My business will be more successful there Businesses there are thriving It seems a great place to work I love this place My business is more successful because it is here There’s something going on in Slough
Slough Trading Estate Audience I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
Slough Trading Estate activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
UK Property Agent activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UK Property Agent media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
Change the brand architecture ,[object Object],[object Object],[object Object]
Need to update your identity “ Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
Slough Trading Estate Constituencies Slough Business Community Slough Trading Estate UK Property Agents Rest of World It seems a great place to work My business will be more successful there Businesses there are thriving It seems a great place to work I love this place My business is more successful because it is here There’s something going on in Slough
Slough Trading Estate Audience I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
Slough Trading Estate activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
UK Property Agent activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UK Property Agent media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
Change the brand architecture ,[object Object],[object Object],[object Object]
Need to update your identity “ Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
Slough Trading Estate Constituencies Slough Business Community Slough Trading Estate UK Property Agents Rest of World It seems a great place to work My business will be more successful there Businesses there are thriving It seems a great place to work I love this place My business is more successful because it is here There’s something going on in Slough
Slough Trading Estate Audience I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
Slough Trading Estate activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
UK Property Agent activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UK Property Agent media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
The New Vision for the Slough Trading Estate ,[object Object],[object Object],[object Object],[object Object]
Slough Trading Estate - Revenue ,[object Object],[object Object],[object Object],[object Object],[object Object]
Slough Trading Estate - Revenue ,[object Object],[object Object],[object Object],[object Object]
Slough Trading Estate - Revenue ,[object Object],[object Object],[object Object]
[object Object]
Perceptions Audit ,[object Object],[object Object]
Perceptions Audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mintel Perceptions Audit - September 2004 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mintel Perceptions Audit - September 2004 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Positives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
At the heart of what we have ,[object Object],[object Object],[object Object],[object Object]
Where real business goes to work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The world is changing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
Not a ‘Business Park’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ It is widely acknowledged that Slough Trading Estate is not a Business park…it would be a misnomer to call it one” Mintel Research September 2004
Where real business goes to work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Naming: what the research said ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Slough ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
[object Object]
Slough Trading Estate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SLOUGH TRADING ESTATE - REVENUE ,[object Object],[object Object],[object Object],[object Object],The anticipated decline in revenue is a serious issue that merits further investigation. Source: Annual Accounts & Budget Forecast
[object Object]
Concrete actions ,[object Object],To provide the property and the atmosphere that will enable people and businesses to thrive Marketing & Communications Customer service Sense of place & navigation Masterplan
Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents Sub-regional Business Community
Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Direct Mail Local Press Advertising Sub-regional Business Community Slough Business Community Slough Trading Estate UK Property Agents
Public Relations strategy ,[object Object],[object Object],[object Object]
Public Relations ,[object Object],[object Object],[object Object],[object Object]
Public Relations key messages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations key messages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A role beyond estate management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Making it easier for business to succeed ,[object Object],[object Object],[object Object]
Primary objectives ,[object Object],[object Object],[object Object]
Sense of arrival & navigation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key issues to address ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A new heart KEY Artery Definite redevelopment Possible redevelopment Heart of Estate
A new heart for the trading estate
Slough Trading Estate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
[object Object]
 
 
 
 
 
 
Key Messages
 
 
 

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REBRANDING SLOUGH TRADING ESTATE 2004//2005

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  • 35. Introductions Philip Gregory Chief Executive Piers Pollock Strategy Tim Batten Creative Annmarie Leung Project Management
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  • 37. The further away, the less positive Source: Mintel Research
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  • 57. So how does Slough Trading Estate respond?
  • 58.
  • 59.
  • 60. Need to update your identity “ Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
  • 61. Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
  • 62. Slough Trading Estate Constituencies Slough Business Community Slough Trading Estate UK Property Agents Rest of World It seems a great place to work My business will be more successful there Businesses there are thriving It seems a great place to work I love this place My business is more successful because it is here There’s something going on in Slough
  • 63. Slough Trading Estate Audience I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
  • 64.  
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  • 70.
  • 71.
  • 72. UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
  • 73.
  • 74.
  • 75. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
  • 76.
  • 77. Need to update your identity “ Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
  • 78. Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
  • 79. Slough Trading Estate Constituencies Slough Business Community Slough Trading Estate UK Property Agents Rest of World It seems a great place to work My business will be more successful there Businesses there are thriving It seems a great place to work I love this place My business is more successful because it is here There’s something going on in Slough
  • 80. Slough Trading Estate Audience I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
  • 81.
  • 82. UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
  • 83.
  • 84.
  • 85. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
  • 86.
  • 87. Need to update your identity “ Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
  • 88. Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
  • 89. Slough Trading Estate Constituencies Slough Business Community Slough Trading Estate UK Property Agents Rest of World It seems a great place to work My business will be more successful there Businesses there are thriving It seems a great place to work I love this place My business is more successful because it is here There’s something going on in Slough
  • 90. Slough Trading Estate Audience I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
  • 91.
  • 92. UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
  • 93.
  • 94.
  • 95. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
  • 96.
  • 97. Need to update your identity “ Awareness of the logo amongst existing occupants… was almost zero” (Mintel)
  • 98. Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents
  • 99. Slough Trading Estate Constituencies Slough Business Community Slough Trading Estate UK Property Agents Rest of World It seems a great place to work My business will be more successful there Businesses there are thriving It seems a great place to work I love this place My business is more successful because it is here There’s something going on in Slough
  • 100. Slough Trading Estate Audience I love this place My business is more successful because it is here Slough Business Community Slough Trading Estate UK Property Agents Rest of World
  • 101.
  • 102. UK Property Agent audience Slough Business Community Slough Trading Estate UK Property Agents Rest of World There’s a something going on in Slough
  • 103.
  • 104.
  • 105. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Slough Business Community Slough Trading Estate UK Property Agents
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  • 130. Slough Trading Estate Constituencies Rest of World Slough Business Community Slough Trading Estate UK Property Agents Sub-regional Business Community
  • 131. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine Website Online marketing Neighbouring counties Direct Mail Local Press Advertising Sub-regional Business Community Slough Business Community Slough Trading Estate UK Property Agents
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  • 141. A new heart KEY Artery Definite redevelopment Possible redevelopment Heart of Estate
  • 142. A new heart for the trading estate
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