The Core E-newsletter April 2009 Std

The Trellicor Group e-newsletter

April 2009

www.trellicor.co.za

Inside

Roll-Up Serranda at Melrose Arch

Coroma supplies unique doors

Trellidor goes digital

Trellidor Kimberley sponsorship

Trellidor on the internet

this issue:

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Roll-Up Serranda recently completed an impressive installation at the R1 billion Melrose Arch shopping development in Johannesburg, fitting roller shutters to both shop fronts and service access points for main contractors Murray & Roberts as well national retail customers. The new shopping development is part of the Melrose Arch Piazza which comprises nine separate buildings with street-level retail and upper level office space, located at the northern end of the existing Melrose Arch development. The architecture of the Piazza reflects a contemporary African feel, achieved by using First World and natural construction materials. The shopping component opened in time for the Easter weekend. Roll-Up Serranda‟s Lynett Botma, Nico Landman and Sebastian James were the Sales Consultants on the project and between them they were responsible for 14 roller shutters and three fixed panels. Congratulations to all of you on a spectacular project. More congratulations are due to Lynett, who has landed the contract to install eight more roller shutters to a hotel development coming on line at Melrose Arch in the near future. Take a look at some of the roller shutters that Roll-Up Serranda installed at Melrose Arch:

Some of the Roll-Up Serranda installations at Melrose Arch Piazza shopping precinct. From left to right: Woolworths’ service entrance, with a wicket door to the left; American Swiss with its sophisticated black roller shutter; the entrance to the scissors lift, which required an unusual 1.7m x 4.8m electronically operated roller shutter.

Trellidor’s Johannesburg East and Pretoria branches have seen a change of management, with Alvin Marshall (pictured far left) being transferred from Pretoria to Johannesburg East, and Jacques Rabie (pictured left) transferred from Johannesburg East to Pretoria. “The decision makes absolute business sense as both of them live in the area to which they have been transferred and can make a valuable contribution to the growth of these branches. I wish both Branch Managers all the best in these new and exciting positions and know they will achieve wonderful results going forward,” said Pierre Slabbert, Trellidor Gauteng Regional Manager.

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The Roll-Up Serranda brand has, for the first time, been exposed in a consistent and meaningful way to its key target audiences such as architects and specifiers. Their advertising campaign began in July 2008 in selected magazines such as Architect & Builder, Architect & Specificator, Architecture SA, Leading Architecture and IE magazine. Full page adverts have run in regular issues of the magazines, and this commitment to the publications as a long-term advertiser has helped RUS to achieve some great editorial publicity about new products and processes. “This campaign has helped to grow the stature of the brand and has put RUS in a leadership position,” said Marketing & Sales Executive Kevin Bonner. “Our plan for 2009/10 is to refine our initial selection of magazines and continue to build a presence in them so that RUS becomes the roller shutter brand of choice amongst the professionals.” Pictured on the right is one of the adverts that appeared in Architect and Builder. The same advert was used across all the chosen publications. “We‟ve also published an 8-page insert on Roll-Up Serranda,” said Brand and PR Manager Charlene Erasmus. “This was placed into recent issues of all the magazines and are available for franchisees to purchase from RUS and use as a sales tool.” Roll-Up Serranda’s new 8-page insert (pictured left) was placed in a number of architectural magazines and is also available for purchase as a sales tool. If any franchisees are interested in buying copies, contact Sales & Marketing Executive Kevin Bonner on 011 494 5809. In addition to the brand building camPictured above is one of the adverts placed in archipaign, Roll-Up Serranda also launched the new Durban branch through a print tectural magazines as part of Roll-Up Serranda’s campaign. Ten advertorials were run in brand building campaign. over an 8 week period in the Mercury main body and Mercury Network. The campaign was very successful, with Rob Chivers and his team receiving great feedback from existing customer base as well as new customers. The brand received awesome exposure during this period, which really helped to re-launch the RUS presence to the greater Durban market. The advertorials attracted the attention of the Spar group and opened the door for Sales Consultant Barry Tatton and Branch Manager Rob Chivers, who have had discussions about securing Spar, Tops and Build It outlets in KZN. A similar campaign is being planned for the launch of the new Cape Town branch in July. Shown below are three of the ten advertorials used to re-launch Roll-Up Serranda’s Durban branch through the local KZN press.

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Coroma is manufacturing an increasing number of custom-designed garage doors for homes around the country. “We‟ve got the capability to produce these one-offs and have designed them in conjunction with customers to suit the style of the home or a particular architectural feature. Franchisees are welcome to contact us to work out an individual costing, which will obviously be influenced by the style of the door.” Contact Rodney on 011 494 1488 for more information. Examples of these doors are pictured below and to the right:

Pictured left: Coroma recently installed another Coroview door at a South African NSRI base, this time in Knysna, and colour coated blue.

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Trellidor recently tested a new advertising medium, with it‟s first digital billboard advert. The advert was designed by Trellidor Graphic Designer Greg McMurray as part of Trellidor‟s sponsorship of the St Stithian‟s Rugby Festival held at the school over the Easter weekend. “The billboard took the form of a Trellidor opening and closing from both sides of the billboard over our logo, contact details and „put us to the test‟ challenge,” said Brand and PR Manager Charlene Erasmus. “Because it was animated it really attracted the attention of the large crowd that attended the festival.”

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To see the digital billboard in motion, click on the file ‘Digital Billboard’ in the attachments bar of the email you received containing this newsletter. The pictures on the right from top to bottom show the opening of the Trellidor to reveal the logo and contact details. 2

The picture below shows the full extent of the digital billboard and the great exposure it had due to its location on the main rugby field.

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Roll-Up Serranda Cape Town, formerly known as „Hulsmans‟ officially opened as a fully fledged branch under the name of „Roll-Up Serranda Cape Town‟ on 1 March 2009 and is located in premises at Coroma‟s Parow factory building. The new Roll-Up Serranda Cape Town team, pictured here from left to right, includes Ashley Liberty (Operations Coordinater), Carolyn Morris (Receptionist), Mary Bennett (Office Supervisor) and Mike Coburn (Senior Sales Consultant) Not pictured here are the following Roll-Up Serranda Cape Town staff members: Bob Hulsman (Consultant), Taswel Buttress (Sales Consultant), Theresa Stuart (Sales Consultant) and Dave Ferguson (Debt Collector). Welcome to all of you from the Trellicor family!

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April 2009

Trellidor’s Durban head office at Phoenix Industrial Park recently installed much-needed new signage (pictured right and below). An enormous billboard has also been erected on the perimeter fencing above the road and is impossible to miss as you drive up Aberdare Road to the factory.

Trellidor Kimberley recently sponsored their local school with branded golf shirts („Trellidor‟ on the back and the school‟s name on the front) and gained some nice free publicity in their regional newspaper, Noordkaap. In the press cutting on the right, Franchisee Jaque Marais, is pictured (left) with Assistant Headmaster Christo van Wyk (right). Trellidor Kimberley provided the school‟s 40 teachers with the shirts, which they wore at the school‟s annual Opskopfees (festival). The festival drew a crowd of about 3000 people, with South African music star Kurt Darren as the star attraction. According to Trellidor Kimberley‟s Administration Assistant Mandi Visser, the Trellidor shirts drew a lot of attention. The teachers will wear their sponsored shirts at all official school functions, including sports days.

The Trellicor Group’s new Group Financial Accountant is Duran David. Welcome to the Trellicor Family, Duran!

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Roll-Up Serranda’s Alistair Andrew received a pat on the back from a grateful customer, Dr G Kelling. Dr Kelling contracted Alistair to install a roller shutter at his home and had this to say in a „thank you‟ letter: Thank you very much for the excellent service as well as the professional way in which you have dealt with my order, as well as the installation. It is a privilege to do business with a company like yours as such service and commitment is quite rare in South Africa. Congratulations to Alistair and his team at Roll-Up Serranda KwaZulu-Natal! In tough times like these, delighting customers through superb service leads to much-needed word-of-mouth endorsements and recommendations. Trellidor’s marketing department understands that increasing numbers of consumers are using the internet to research their options before making informed buying decisions. It‟s essential that Trellidor is easily found on the internet and presents itself as a key player in our industry, so Brand & PR Manager Charlene Erasmus has done research to find ways to drive the right traffic to our website that will ultimately result in a phone call to a franchise, branch or head office. One of the key drivers is to ensure we feature well on the world‟s biggest search engine, Google. “We‟ve done exhaustive keyword research on what words consumers are using to search for security on Google and have bought sponsored links on these pages, such as „security gates‟ and „security doors‟, said Charlene. “Google have structured their advertising like an auction, so we have to regularly monitor where our adverts are featuring and ensure that we keep our listing at the top. We received 500 click-throughs to our site over a 25 day period.” The marketing department is currently building a new Trellidor website which is due to be launched on 1 July 2009. Watch this space for further updates. Take a look at the screen dump below of the Google search on the words ‘security doors’

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- note Trellidor’s position in the listing:

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