This page contains a Flash digital edition of a book.
9 SCEPTRE WINNERS


SCEPTRE AWARDS SCEPTRE Winner


BEST PR A C TICE BEST PEOPLE


Young Achiever of the Year 2012 Laura Mathewson at Crystal Peaks


on to Crystal Peaks in 2009 where she joined as retail liaison manager. In 2011, after five years in the industry, Mathewson was promoted to retail and marketing manager - she now manages PR, the centre’s creative and media partners, delivers the annual marketing strategy and takes responsibility for the retail liasion programme. And she has made a positive impact on footfall, dwell time and spend. Her achievements while at Crystal Peaks include introducing a new footfall and sales performance procedure, implementing a Retailer Forum to improve relationships between retailers and centre management and introducing an emergency communication system and bad weather procedure. On the marketing side, she has set


L


the centre up on both Facebook and Twitter - engaging with 3,600 fans and 390 followers respectively - managed the grotto tender process and onsite activity and organised and managed three successful Christmas light switch on events, resulting in a 31 per cent increase in footfall.


When the celebrity booked to switch


on the Christmas lights in 2011 pulled out with little over a week’s notice, Mathewson managed to secure two other celebrities for the same price as well as turning around all print and media in time for the show. Her marketing prowess didn’t go unnoticed by her employer who decided to


www.shopping-centre.co.uk


aura Mathewson began her career in the shopping centre industry at Meadowhall where she became retail liaison executive in 2005, moving


one-to-one’s and is always keen to engage retail managers and owners to ensure unity wherever possible, becoming a welcomed familiar face to all those that share her vision.”


Mathewson introduced a charity of Sponsored by


the year, leading the team to raise over £24,000 over a two and a half year period, and has forged strong links with the community, working with a local media college and providing opportunities to build their portfolios at Crystal Peaks’ events - students have filmed events for the centre’s YouTube channel and submitted their photographs for use in the centre’s social media platforms. Having herself completed the BCSC Diploma in Shopping Centre Management, Mathewson has also supported centre administrator, Lauren McWhinney, to reach marketing assistant level. “In the time I have been working


move away from a full service marketing agency in December 2011. Wayne Fenton, who runs a large independent, Time Cafebar, at the centre, said: “Laura has worked hard to understand the dynamics of the centre and each retailer within it, engineering, executing and implementing marketing plans that really benefits the centre profile. Laura has held many retailer forums and retailer


with Laura, she has not only developed my understanding of the role and the industry but on a personal level the help, encouragement and praise she has shown has developed my self-esteem and confidence within a business environment,” said McWhinney. “Laura has shown me nothing but support, guidance and patience whist working with her and is a real credit to the shopping centre and the business as a whole, she is a great mentor and I have no doubt that she will progress to the highest level within this industry.”


Find out more: For more information, please contact the author: mia.hunt@jldmedia.com


FEBRUARY 2013 SHOPPING CENTRE


TM


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52