Manawa Bay
As the contracted Marketing Consultant for developing the strategy, we took on a consultative role in developing the strategic direction, business development, and customer proposition development, including marketing planning. Indicative advertising and tactical scheduling for the Client for all stages of the development were developed in consultation with the appointed resources from the development team to deliver and maintain the most cost-effective, results-driven marketing plans.
Our role:
Jo Allen & Associates was tasked to develop a comprehensive Strategic Marketing and Communication Plan for the Auckland Airport Outlet Centre. (AAOC) Indepth research was undertaken early in the discussions of what the project would bring to the retail market, which offered critical insight into how the strategies throughout the five stages of the development with budget integration into the AAOC Business Plan would work.
Each phase of the development, Establishment, Construction, Pre-Opening, Opening, and Post Opening was condensed into a one-page strategy of Objectives, Strategy, Tactics, and Actions/Measurements to ensure anyone picking up the document could review and track each phase of the development.
