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Design Direction UI/UX June 3, 2020

GDM Group – Branding & Marketing

A global brand entrusted us with a unique challenge: crafting an internal tool to share its brand story with every employee, from sales to product development. This wasn’t just about information – it was about forging a unified company culture.

Task

Building an internal tool of this scale is no small feat, but with the right approach, it can be a powerful force for uniting a company.

  • Strategy

    Branding, Design Direction, BTL Marketing Strategy

  • Design

    UI/UX Design, Art Direction

  • Client

    GDM Group

Project Overview

Transforming Visions into Reality: GDM Group’s Shopping Complex in Egra

The project aimed to position GDM Group’s first-ever shopping complex as a premier destination in Egra, West Bengal. Brand Manifestors implemented an integrated strategy, blending digital innovation with offline marketing tactics to capture the attention of local and regional audiences.

The project’s scope included building brand awareness, fostering community engagement, and driving footfall to the shopping complex through well-orchestrated campaigns.

Project Goals

Strategic Objectives for a Successful Launch

Brand Establishment

Create a strong and memorable brand identity for the shopping complex.

Marketing Strategy & Execution

Ensure a seamless mix of online and offline marketing efforts to attract retailers and customers.

Digital Transformation

Leverage digital platforms for greater visibility and engagement.

Grand Launch Execution

Organize a successful inauguration event with impactful promotions.

Challenges

Overcoming First-Mover Challenges in a New Market

The biggest challenge was that this was GDM Group’s first-ever shopping complex project in Egra, a town with limited exposure to such developments. The goal was to create excitement among potential customers and tenants while establishing the brand’s credibility. Additionally, the dual focus on online and offline marketing required a well-synchronized strategy to ensure a seamless customer experience.

Scope of Work

Overcoming First-Mover Challenges in a New Market

  • Logo & Visual Identity: Designed a distinctive logo and comprehensive brand guidelines to establish a unique identity for the shopping complex.
  • Brand Messaging: Created messaging that highlighted modernity, convenience, and a sense of community appeal.
  • Promotional Materials: Developed engaging indoor and outdoor signage, hoardings, and promotional banners.
  •  

Website Development

  • Designed and launched a responsive, SEO-friendly website with features like a tenant directory, contact information, and event updates.

Social Media Marketing

  • Profile Management: Created and managed accounts on Facebook, Instagram, and Google My Business.
  • Ad Campaigns: Executed targeted advertising to increase visibility and drive interest in pre-launch activities.

Content Creation

  • Developed engaging posts, videos, and blogs to showcase the complex, its offerings, and promotional events.

Email Campaigns

  • Designed and distributed newsletters to keep potential retailers and customers informed and engaged.

Market Research

  • Conducted in-depth surveys and analysis to understand the preferences and behaviors of the local audience.

Local Collaborations

  • Partnered with local businesses and influencers to generate buzz and establish credibility.

Print Campaigns

  • Designed and distributed newspaper ads, flyers, and brochures across Egra and neighboring areas.

Event Management

  • Organized pre-launch activities, such as retailer meetups, press conferences, and interactive contests.
  • Executed a high-profile launch event featuring a celebrity guest, live music, and other attractions.
  • Loyalty Programs: Launched exclusive discounts and benefits for early shoppers.
  • Cultural Programs: Hosted events to attract families and foster a sense of community.
  • CSR Initiatives: Implemented programs like tree plantation drives and community clean-ups to promote goodwill.
Execution Strategy

Overcoming First-Mover Challenges in a New Market

Phase 1:

Planning and Research

Detailed market research to identify target audience needs and behaviors. Development of a robust marketing and branding plan. Coordination with stakeholders for seamless execution.

Phase 2:

Pre-Launch Campaigns

Teaser campaigns through social media and local newspapers. Engagement with influencers to generate curiosity. Interactive digital contests with giveaways.

Phase 3:

Launch Event Execution

Coordinated the grand opening with local dignitaries, influencers, and media. Organized live events with performances and information kiosks for retailers and customers to enhance engagement.

Phase 4:

Post-Launch Activities

Continued digital promotions for ongoing offers and events. Monitored brand performance and audience feedback to optimize marketing efforts. Followed up with retailers and customers to ensure sustained engagement.

Approach

Strategic Branding & Multichannel Marketing to Build Impact

Brand Manifestors adopted a 360-degree marketing approach, beginning with crafting a unique brand identity for the shopping complex.

A strong digital presence was established through targeted social media campaigns, influencer collaborations, and local SEO optimization.

Simultaneously, offline marketing efforts included community events, hoardings, and partnerships with local businesses to build trust and engagement. 

Each campaign was meticulously tailored to resonate with the local culture and aspirations of Egra’s residents.

The motive was to successfully position GDM Group’s shopping complex as a game-changer in Egra, West Bengal, blending visionary branding with impactful marketing strategies.

Statistics

Project by the numbers.

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Occupancy Rate

The shopping complex achieved a 100% occupancy rate before site completion.

0
Customer Footfall

Attracted over 10,000 visitors during the launch week.

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Social Media Engagements

Social media campaigns garnered over 25,000 interactions .

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Local Media Features

The project was featured in 5 regional publications, enhancing its reputation.

Services Included

Key Services Delivered for Project Success

Brand Identity Creation

Developed a distinct and memorable brand identity for the shopping complex, including its logo, tagline, and overall visual language, to resonate with the target audience and establish a strong market presence.

Offline Marketing

Designed and executed offline campaigns, including hoardings, brochures, and community events, to generate buzz and connect with the local audience in Egra.

Digital Marketing

Implemented a robust digital marketing strategy involving social media campaigns, local SEO, and influencer partnerships to enhance the online visibility of the shopping complex and drive engagement.

Tenant Acquisition Consulting

Assisted in creating marketing materials and strategies aimed at attracting high-quality tenants, ensuring the complex offered a diverse and appealing mix of retail and lifestyle brands.

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