EDINBURGHS OPEN FOR BUSINESS

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EDINBURGHS OPEN FOR BUSINESS MARKETING PLAN
PHASE ONE GEORGE STREET Burt Greener
Communications Ltd
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What are the objectives of this campaign?

• Consumer confidence in Edinburgh during the tram
  construction period.
• Communications strategy targeting shoppers and
  visitors - in Edinburgh, the Lothians and Fife.
• Key message visitors can move freely and easily
  through the city centre during this period.
• Minimise the negatives for shoppers and enhance
  the positives.
• Support retailers and businesses.

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Supporting the businesses and retailers.

• Our job does not concern the actual trams, the
  logistics or issues surrounding the construction
  management.
• The Open For Business Marketing campaign is about
  providing a supportive platform and providing a
  series of initiatives that will benefit the
  affected retailers, business owners and managers
  during the tram construction.
• The campaign will have impact within the media
  and consumers with the aim of benefitting
  businesses and the city as a whole.
• We want to communicate and work effectively with
  you and take a partnership approach throughout.

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What is currently happening with the Open For
Business campaign?

• Edinburgh Evening News supplement focusing on
• West End Leith.
• West End/ Leith activity.
• Radio Forth promotion in two parts 2-6th June /
• 16th 20th City wide shopping guide.
• Spa In The City Event 29th June.
• Month Of Sundays September.

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What are the options for George Street businesses?

• Radio Forth promotion.
• Spa In The City.
• Month of Sundays.

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Radio Forth

• One week promotion 16th 20th June.
• Focus on a different area of the city each day.
• George Street focus on Friday 20th .
• Prize to include a George Street shopping spree?

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Spa in the City

• Sunday 29th June on Princes mall Roof.
• Focus on Summer and female consumers.
• Single location with drivers into city centre
  stores.

How will it look?
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How will it work?

• 12 onsite slots available to retailers throughout
  the day in two hour slots themed around
• Tipi One Beauty Body.
• Tipi two Rest Relaxation.
• Retailers will be asked to choose a slot fitting
  each of these themes and to provide the products
  and the person to run the slot.
• All retailers will invited to run something
  within their store.
• The Spa hub will have signage directing people
  into stores for purchase or for more information.
  

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How Will It Be Promoted?

• Through Radio Forth Promotion.
• PR within Scottish national newspapers, local
  press and surrounding areas.
• Launch photocall.
• Flyers and in-store posters provided by OFB.
• On day PR at site.

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What is 'A Month of Sundays ?

• A month long promotion planned for September 2008
  with options to repeat in 2009.
• Open for Business backs a consumer call to action
  - 'take a look at what is happening in the city
  centre on Sundays.
• Strong consumer recall.
• Staged on a day when people traditionally relax
  and take time to enjoy all that the city has to
  offer.
• Appeal for shoppers, couples and families.

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Suggested content
This is an umbrella promotion for any operator
who would like to participate. We can promote any
activity that is running on a Sunday but we would
like to theme each Sunday. The following are
suggested themes
1) Style Sunday Fashion launches / shows /
personal shopping. 2) Beauty Cosmetic makeovers
/ hair demos. 3) Food drink whisky wine
tasting / food demos. 4) Health Sport health
promos.
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How will it be promoted?

• Coverage with a range of newspapers and
  magazines.
• On-air talk up on radio stations.
• Distribution of promotional leaflets posters.
• Online through partner websites and forums.

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What do we need from you?

• Tell us what existing activity is taking place
  within your outlet during September.
• What additional activity would you be prepared to
  stage to make this promotion work?
• What written and visual materials do you have
  that could support the campaign?

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Additional communication
In addition to promoting the range of fantastic
activity taking place each Sunday for a whole
month, the campaign will reassure consumers about
coming into the city during tram construction
time

• Messages about transport and travel.
• Messages about parking.
• Reassurance that the city is very much 'open for
  business' during this time.

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What results will this campaign generate?

• A strong, positive consumer message to shoppers
  and visitors to the city...
• 'Sundays are a great day to head into Edinburgh
  city centre this month'.
• A boost to footfall for retailers who most need
  it during construction phase.
• The benefits of a programme of targeted, quality
  PR and promotional activity.

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What are the next steps?
We would invite all operators to get in touch
with their thoughts on participating in both the
Spa activity the 'Month of Sundays' promotion.

• Email us with your views on the campaign.
• Let us know how you would like to be involves?
• Keep in touch with any additional ideas you have.