Caledonian Heritable Ltd

MARCH 2006 - AUGUST 2006
Marketing and Communication Consultant

Grill, Bar, Nightclub @ Urban
PJ's Live Music Venue

Three weeks after the sale of The Talisman Partnership, I was contacted by Caledonian Heritable’s Operations Manager and asked to consult in the construction of a £5 million complex in Scotland’s original capital, Dunfermline.

Urban set out to bring the style and service found in major UK city units to Dunfermline. Annexed to Urban was PJs, a 4/5 nights a week live music venue. The overall capacity of the entire site would be in excess of 2500 customers, with a projected annual turnover of £2.6 million.

My brief was to construct and implement an innovative, long term and cost effective marketing campaign. This was built around 3 key objectives;
1. Capturing customers
2. Building customer frequency
3. Increasing customer spend

Key areas of development:
Data capturing strategies. Construction of internal product including full use of marketing potential on plasma screens. Website construction. Networking with major employers within Dunfermline including Dunfermline Athletic Football Club, Sky, Bank of Scotland and Kingsgate Shopping Centre. Competitor analysis. Assisting in construction of drink menus with a view to maximizing gross profit. Corporate branding & design.