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UIM Internet Solutions.
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Case Study - First Pro Shopping Centres
www.firstpro.com
First Pro Shopping Centres is Canada's largest and most-active retail developer and operator. First Pro is committed to bringing value to Canadian communities through a large-scale, unenclosed shopping centre format that is adapted to each market it is located in. The Company, which opens a new shopping centre every three to four weeks, is currently managing and developing a national portfolio of over 130 First Pro Shopping Centres. These centres are strategically located in every major market across Canada, with the majority anchored by a Wal-Mart store.
Challenge
The major challenge facing First Pro when they approached UIM was that of decreasing vacancies in their various shopping centres. The reason behind this was their aggressive growth policy that placed minimal focus on establishing a common brand. To help address their issues, we presented a strategy that involved the creation of a prominent and cohesive brand, which included a new logo, signage and promotional material. The company agreed to re-brand itself as First Pro Shopping Centres, an active and positive member of the communities in which it had properties. Greater importance was placed on conveying information to its target audience, namely tenants and customers. There was also a desire to update the overall image of the company and improve communication between the various offices and departments. Also promoted was the extension of an interactive website which empowered users to view the various centres or conduct queries based on various criteria. The centre profiles included aerial shots, dynamic site maps, community information, and extensive specifications on vacant units. Users could also create a favourites list, and email profiles to friends.
Objectives
- Devise a new corporate identity for the firm that linked to the past, yet moved radically forward
- Create a basic test website used to solicit feedback and solidify the new brand
- Produce a new logo, stationary, print material, and website to reflect the new direction
- Implement the following into the new website:
- Extranet for key accounts
- Intranet for centralized employee communication
- Corporate information section
- FLASH-based site presentation
Results
Today, the website boasts an innovative, industry-leading format with a dynamic interface of in-depth information and images. Through the back-end content management system, select First Pro staff members maintain the data to ensure it is relevant to users. The site has enjoyed widespread praise for its efforts to improve communication amongst its clients and the creative means by which to present the information. Most importantly, the company continued to be the fastest growing developer in Canada today. UIM's efforts in this project have enhanced First Pro's overall effectiveness and success through our strategic planning and the resulting website. The most significant results of this initiative include:
- Short term:
- Increased recognition of their shopping centres
- Average visit to the website lasted over 7 minutes
- Consistently high traffic numbers to their website
- Long term:
- Reduction in vacancy rate to which the UIM initiative was acknowledged by the company as being a direct result of our strategic planning
Client
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