ISPT's partnership with Youngster.co
@ Lakelands Shopping Centre (WA), Southgate Shopping Centre (NSW), Wagga Wagga Market Place (NSW), Bendigo Marketplace (Vic) and Karingal Hub (Vic)
Youngster.co is a great example of what is possible when social enterprise and property investors work together.
ESG commitment can be delivered based on identifying pressing issues in the local community.
Engaged to work on ISPT's Community Blueprint, we identified during the Covid-19 pandemic many seniors were left feeling overwhelmed, without assistance, and suffering from isolation.
Challenged by state government requirements to use QR codes to check in, coupled with many services moving online, it was impacting senior's ability to participate in everyday activities such as food shopping and accessing essential services in the community.
Youngster.co, a certified social enterprise start-up, noticed an alarming trend across Australia in high youth unemployment, a disconnect from education, lack of community connection, increasing time on socials and social isolation resulting in youth missing out on life skills.
Partnering with ISPT, the intergenerational program ‘Youngster.co’ has been adapted for a shopping centre environment and now established in communities surrounding three ISPT shopping centres to June 30 - with another five communities coming online in the coming months.
In only four months, the program has successfully engaged over 36 youth and assisted over 163 members of ISPT"s local communities.
St Jerome's The Hotel
@ Melbourne Central
While working with The GPT Group @ Melbourne Central, a world wide first activation was launched on the Centre's unique and under utilised rooftop.
By co-creating a unique luxury camping experience with Melbourne entrepreneur Jerome Borazio, Melbourne Central was able to position itself at the forefront of customer interaction, providing pioneering and engaging experiences, not just in retail solutions but also in terms of cementing Melbourne Central’s reputation as a key tourism destination in Melbourne.
Heralded as “tent paradise on top of our great city” by the Herald Sun, “not for the sleepwalkers” by Channel 7 news, and
“the number one thing to do in Melbourne during June” by the Urban List.
Before the hotel had even opened, an impressive $926,000 in PR value was achieved with a reach of over 7 million in major national media outlets including The Age, the Australian Financial Review, Channel 7, and Channel 9 News.
The opening campaign resulted in over $1.7 million in PR value reaching over 14 million people with inclusion in key travel media publications and over 1,000 overnight visitors to the hotel over the first eight weeks.
Photo credit: St Jerome's The Hotel
@ The Strand, Melbourne
Day Dream, a luminescent sensory exhibition, descended on The Strand Melbourne in February 2020.
Working with two of Melbourne’s cutting-edge lighting and visual designers, the immersive experience challenged the ‘shop ‘til you drop mentality, instead encouraging you to shop and then stop and enjoy 90 seconds of mindfulness within this pop-up art scape.
Day Dream transported shoppers into a digital interpretation of known and unknown parts of our universe. Across four weeks, four different visual experiences transported visitors from The Strand Melbourne into alternate scapes from End of the Rainbow, Into the Wild, Deep Space and finally Summer Solstice.
This innovative experience was implemented to support surrounding retailers during a time of a high lease expiry profile in the Centre.
The execution of this concept was a true team effort between the engaged artists, the JLL national marketing team and the Centre team to create an amazing customer experience that hosted an impressive 52 people per hour.
It not only enabled The Strand to support local artists but it enabled leasing to turn a negative into a positive narrative when engaging in new leasing deal discussions with prospective retailers.
The concept was purposely constructed to allow for transportation to other ISPT retail and commercial properties allowing for a greater return on investment for marketing spend.
@ Melbourne Central
In June 2015, Melbourne Central introduced a new social enterprise pop up store “HoMie”.
A social enterprise selling high quality clothing to help Melbourne’s homeless community, introduced a new form of shopping that benefited both consumers and the disadvantaged.
The concept store, which featured on Channel Ten’s The Project, was the result of a crowd-funding initiative as well as proactive outreach by Melbourne Central, following the Facebook awareness campaign called ‘Homeless of Melbourne’.
Staffed by volunteers, the store sold HoMie logo t-shirts as well as clothing donated by local Melbourne designers and retailers. For every transaction made in store, HoMie donated an item of clothing to a person experiencing homelessness.
In addition to providing homeless people with much-needed clothes, HoMie provided a welcoming space for the homeless community of Melbourne—including complimentary coffees, haircuts and workshops that are focused on increasing employability—on allocated VIP days.
Due to discounted rent in a vacant space in Centre, volunteer staffing and minimal fit-out, overheads were low, with all profits from HoMie donated directly back to those in need.
Homie is an excellent example of the social impact that can be achieved when social enterprise and property owners work together.
Photo credit: The Age
Love You Locals - Covid-19 Recovery Campaign
National across 36 ISPT Shopping Centres
A finalist in the Australian Marketing Institute Loyalty and Retention Awards in 2021, this campaign invested back into local community, stimulated visitation and spend in centre and supported at risk retailers during the Covid-19 pandemic.
Local customers were asked to 'Love your local' by shopping at their local ISPT shopping centre and they were incentivised with a loyalty reward - a digital gift card.
The campaign had an impressive 72% redemption rate and 57% of customers reported that the campaign influenced where they shopped. It resulted in a sales uplift of an additional $800,000.
This highly successful campaign not only provided further data analytics to enrich customer profiles and spending behaviour, it demonstrated how highly targeted and personalised marketing influences consumer behaviour and spending patterns.