Fairfield West Plaza
A complete brand refresh, new website and 12-month marketing plan helped this shopping centre attract a younger crowd.
- The brand refresh and new logo is designed to attract a younger demographic
- The new website provides a smoother experience, increasing traffic and engagement
- A 12-month marketing strategy provided the client with the means to continue developing the brand
Opened in 2003, Fairfield West Plaza has long been a central focus of the local community, with over 20 retailers and businesses.
Fairfield West Market Plaza first opened its doors in 2003. In any community, the local shopping centre is an essential gathering space for people to shop, socialise and work.
However, communities evolve and demographics change over time. So when the plaza came under new management, the decision was taken to revamp the brand to appeal to a community with an increasing number of adolescents and young families.
The project would require a full-service agency that could not only handle the design challenges of a complete rebrand but also had the online and offline marketing capabilities to relaunch the brand in the local community.
Pounce’s familiarity with the region meant the team could offer fresh ideas, innovative concepts and a stunning new visual brand that would resonate with local shoppers, workers and the community.
The first step was to create a marketing strategy that would inform the rebrand and the website.
After conducting some preliminary research, Pounce sat down with the client to discuss everyone’s expectations for the project and share our initial findings that would need to be addressed.
- The dated visual design and tone of the website which was out of step with the target demographic.
- No meaningful audience engagement online, including a lack of consistency and frequency in social media posts.
- Very little direct interaction with customers via the website.
- No brand guidelines, leading to inconsistent content and disjointed messaging.
One of the first recommendations we made was to shorten the name from Fairfield West Market Plaza to Fairfield West Plaza. Then our designers got to work on recreating the logo, colour palettes and iconography to appeal to the target demographic. The new designs were energetic, colourful, uncluttered and easily identifiable.
Step two involved a complete website refresh with the goal of increasing the plaza’s digital footprint while also helping consumers find out more about the 20+ retailers within the centre. The new website has a clean layout, with simplified copy and engaging content — and also provides the plaza’s team with the flexibility to manage and update the website themselves through a simple CMS.
To bring all of these elements together into a powerful marketing presence, the final step was to provide FWP with a detailed marketing strategy aligned to their objectives. The marketing strategy included:
- A comprehensive competitor analysis
- Targeted customer personas
- An audit of the client’s marketing environment
- A content marketing calendar populated with key topics and campaigns
We have witnessed the remarkable transformation between the old and new designs firsthand. As the refreshed website and rebrand are unveiled, we anticipate nothing short of extraordinary achievements. So watch this space!