I look forward to doing business with you!

April 4^th 2014 was monumental. I found that I entered into a weird focused, tunnel vision state that powered me through the day. After all the planning for the STYLE AND THE CITY exhibition we finally reached the day where everything came into play – in a sense it was do or die.

I arrived at the office in the early hours of the morning. I met with the first group of volunteers that I had organised to hand out flyers at scheduled times throughout the day – between 7.30-9 when everyone was heading to work, lunchtime and 4.30-6pm when everyone was going home. I checked the volunteers off my spreadsheet (mind you, half were no shows) and sent them off to spread the word. I tried to be as inspirational as possible, we had thousands of flyers left and we needed them distributed TODAY or else they would just be wasted (recycled).

The flyers explained that today, April 4^th not only explained that today launched the exhibition, but that it was launching with a bang! We had our notorious shopping party to drive the atmosphere and the traffic. Like our ‘Inspire’ shopping party that we hosted in December, each of our retailers, at enex100 and Forrest Chase had an individual one day offer, combined with activations like food sampling, live music, beauty bars and of course the exhibition – it was a great atmosphere.

To further promote the event we had a media launch – with select media, bloggers and competition winners invited for the first look at the exhibition. It began at Myer, Forrest Chase where the iconic Sex and the City wedding set was held. Patricia Field, (the series and motion picture stylist and exhibition curator) gave her spiel about how the exhibition was created and her experience working on Sex and the City. Myer VIP Customers had a chance at a happy snap and then we were off to enex100 where she further explained the other 20 key pieces on show. People went crazy on social media – utilising our hashtag #styleandthecity. It felt really good seeing people really appreciate something you’ve worked really hard on. It definitely justifies all those late nights at the office.

As the remaining weeks of the semester have trickled into just one, it’s time to reflect on what a semester it’s been. For most people this means finishing their last semester and beginning the inevitable search for their first job, but for me it’s already the beginning. Having proved my worth over the time I’ve interned for Jones Lang LaSalle I was recently offered the position of Marketing Coordinator. I’m finally entering the ‘real world’. I wish you all the same luck, and hope to do business with you soon!

Sex sells... STYLE AND THE CITY comes to Perth!

March was a busy month at enex100 as our STYLE AND THE CITY event was fast approaching.

Earlier in the year we were brainstorming ideas to launch our retailers Autumn Winter collections, with our Public Relations agency. After much deliberation we decided that we would bring Patricia Field, stylist and costumer designer from the Sex and the City series and motion pictures to Perth. She would curate an exhibition of iconic costumes to be exhibited within the enex100 Centre and on the ground level of Myer in Forrest Chase. Both enex100 and Forrest Chase are owned by our client ISPT - combining the two assets to present a multifaceted campaign was a trial - that we think paid off!

Patricia Field had to source the costumes from fashion houses in Paris, London and New York as they were returned when filming concluded. It was a lot of work but something we felt the Perth population would love to see. Patricia flew in to Perth on the 2nd of April and we jammed as many media opportunities as possible into her media schedule. It was necessary to generate as much hype as possible!

The aim of the exhibition was to get people in to both the Center's. enex100 is mostly used as a thoroughfare from St Georges Terrace to Hay Street and vice versa, so we needed to provide a compelling reason to increase dwell time in the centre, and to shop of course. Patricia was our answer.

We had scheduled interviews with most Community Newspapers, The West Australian, The Sunday Times and The STM. Furthermore we partnered with local bloggers and had coverage on several popular blogs, Instagram accounts and Facebook accounts...before the exhibition even opened. In all publications we tried to feature the hashtag #styleandthecity so once it did open, fans who posted on social media would use the tag as well.

April 3rd was all go - after the retailers closed their doors at 5.30pm, our agency and the building management team began setting up the staging, mannequins and of course the costumes. Patricia came down to make sure everything was going to plan and that the costumes were displayed correctly. Our agency was able to secure a spot on both the Morning Show and Sunrise that was part filmed on site and then Patricia was interviewed in the studio.

After all that we were pretty excited for a good nights sleep. After all, April 4th was going to be a big day... we had a lot ahead of us...

One small step for the PR man...

For my last post I explained that my first task was to write and deliver a memorandum to  our retailers at enex100 - explaining our 'Inspire Shopping Party' campaign. Little did I know liaising with retailers has become an integral part of my role here at enex100. On a weekly basis I write memorandums about what is coming up at enex100, informing them of planned marketing campaigns - big and small, and asking for their participation and feedback. Whilst all retailers are friendly and chatty when you verbally communicate the purpose of the memorandum upon handing it out, I'm starting to get the feeling that most of the time after I leave, it's left to collect dust in a folder behind the counter or worst case in the rubbish bin.

There are several reasons for this. Firstly, there are several national retailers within our Centre. Whatever we are proposing, whether it's a poster on the window or participation in the Centre visual merchandising program - they need approvals from their national managers. That means the store manager needs to talk to the regional manager, the regional manager to the national manager. Then the decision needs to filter back to me somehow. Everyone is pretty busy and unless the campaign is outrageously awesome, I get the feeling its put in the 'too hard basket' and it's just easier for them to decline.

On the other hand there are the owner operated businesses, or the ma and pa stores. These stores are generally family businesses whom don't really have anyone in charge of marketing or public relations. So they're generally a bit apprehensive about getting involved in anything. Then of course there are some retailers in the middle of these two extremes.

Marketing at a CBD shopping Centre is a bit different to what I was taught about in Marketing 100. You don't necessarily have a product - you have retailers. You're marketing the tenancy mix of the Centre as a product.  Another interesting fact is that part of the marketing budget is formed from a tenancy contribution - so there is pressure on the marketing and public relations team to deliver the benefits to every single tenant, as they're paying for the campaign.

So being in charge of liaising with retailers is pretty daunting. It relies on understanding what type of retailer I'm approaching and tailoring my approach. I have to know everyone's names and know how their store is doing financially so I can demonstrate that I'm looking out for their needs so I can prove how exactly the campaign will benefit their individual store. Furthermore, it takes the initiative of forwarding the message straight to the state and national managers, to cut out the middleman and improve the chances of my message getting to the right person. Or even taking the time to sit down with an owner operator and explain marketing 101, explain Facebook and Instagram and explain how their store can take advantage of their marketing contribution.

Its hard work but I've noticed the more time I put into the relationship with each store, the more likely I'll get a response when I need it.

PS. I'd like to unashamedly note that I broke the record for the most retailer representatives at a our monthly retailer meeting in February. One small step for man....

The first day of the rest of my life!

It’s the calm after the storm. My first day at my internship with Jones Lang LaSalle was wild to say the least. I arrived at the office to find out that we were a week out from a huge event and there was much to be done. But before I get into that, some context, who exactly do I work for? I was told that Jones Lang LaSalle (JLL) are a financial and professional services firm specialising in commercial real estate services and investment management.

In my case specifically, they are engaged by ISPT one of Australia’s 'largest unlisted property fund managers, who invest in property, with the objective of providing a sound return on investment'. Thus they create office and retail spaces that are maintained at optimal operating standards. My role was within the Retail team who specialise in Retail Property and deliver management services at enex100 and Forrest Chase.

So week one, day one, that’s explained to me. I had no comprehension of what I’d just been told and thought… who on earth am I working for? Immediately I thought I was in way over my head. As daunting as that first experience was I got stuck in.

My first task was to create a memorandum to be distributed to all retailers within enex100 reminding them that our event, the ‘Inspire Shopping Party’ was fast approaching, what that meant for them and what they needed to do. At first I thought I couldn’t do it, nervous that it was going to take me a while, that it wouldn’t be up to standard but I started drafting straight away. When my final draft was proofed by my manager I was surprised to hear really positive feedback – a confidence boost that I feel was definitely needed. I then walked around the centre meeting the owners or managers of each tenancy and verbally communicated the memorandum as well as giving them the written copy. After I had met a few people I was on a roll and found the whole experience really rewarding.

Little did I know… the tasks were going to get a lot harder, fast. However the day was actually a perfect way to break into the corporate world. It showed me that whilst these new experiences were daunting and pushed me it is the best way to learn and grow as a young professional. I couldn’t wait for what else my internship had in store for me.

Francesca