Download Administrative Assistant

School of Retailing
Internship Program Summer 2013
With $30 billion of assets in 24 countries, Ivanhoé Cambridge ranks as one of the 10 biggest
real estate companies in the world.
Join a company that has been recognized as one of the Top 100 Employers in Canada and
advance your career in an exciting environment where integrity and respect, the drive to
outperform, service excellence, teamwork and innovation are highly valued.
Intern, Marketing @ Southgate Centre
MARKETING CREDO
Marketing efforts in Ivanhoé Cambridge shopping centres will continually strive to surprise and
engage the consumer and the retailer under a strategic framework, which fosters creativity,
creates product differentiation and outperforms the marketplace. The marketing will be
supported with the continuous improvement of information, knowledge and insight about our
customers. Efforts will focus on the customer and on our ability to shift our behaviour to
exceed their needs, now and in the future.
Location:
Edmonton
Southgate Centre - Shopping Centre Administration Office
Located in a very affluent trade area of South Edmonton, Southgate Centre is a dominant
fashion destination, housing 165 shops and service centres, and is anchored by The Bay and
Sears flagship stores. Following a major redevelopment project in 2009, the centre welcomed
renowned retailers, such as Restoration Hardware, Apple, Crate and Barrel, Bath & Body
Works, Michael Kors, Browns Shoes, Coach, Kiehl’s, Sephora and Zara. The food court features
15 vendors with over 850 seats. Southgate Centre customers are offered a unique shopping
experience thanks to the centre’s new decor and furnishings, hotel quality washrooms and
exceptional concierge services.
About the structure :
Located at each Shopping Centre, our traditional management team includes a General Manager
(who oversees the all aspects of the property), a Marketing Director (who is responsible for
executing a Marketing Plan), an Operations Manager (who is responsible for the physical
building), and an Accounts Administrator (who is responsible for accounting functions) as well
as administrative support staff.
The Marketing Director reports directly to the shopping centre's General Manager. The
Marketing Director responsibilities include:

To design and successfully execute a targeted, cost effective annual marketing plan
that utilizes marketing funds to increase centre traffic, merchant sales and market
share. Specific functions include setting objectives and formulating strategies and
tactics for marketing the Centre, managing the marketing budget, and planning and
executing a cost efficient advertising program as well as special events and
promotions; In addition, the implementation of a public relations plan designed to
reinforce the Centre with its public and the community it serves, undertaking
appropriate consumer research where required, and other projects as required.
Intern Job Description:
The Intern will assist the Marketing Director with day-to-day activities with a focus on
completing "Special Projects".
The Intern will obtain a comprehensive overview of specific Marketing functions of the
Shopping Centre. Additionally, the intern will learn the dynamics of executing a targeted, cost
efficient annual Marketing plan for the centre, which utilizes Marketing Funds in increase
centre traffic, increase merchants' sales and increase market share within a specified trade
area.
Individuals will provide insight and will assist in the execution of advertising flights, special
events and promotions, public relations, results tracking and consumer research for the centre,
to ensure consistent, cost efficient expenditures.
The intern will also be responsible for the following centre-specific objectives:
1. Develop and execute a tenant survey that will analyze the employee’s mode of
transportation to Southgate. Develop recommendations for a staff incentive / reward
program for those who use transit together with an incentive program to compliment
the site employee parking program.
2. Assist in the planning of the “Fashion’s Night Out” event, working with tenants,
retailers and working closely with the marketing team planning the details for the
overall event.
3. Develop a Tourism Hotel Program that targets hotels and guests on the southside of
Edmonton. Work with hotel management to understand their guests’ needs and create a
bounce-back incentive to drive traffic to the centre.
4. Assist with monitoring, responding to customer inquiries and providing content on the
Southgate social media platforms including Facebook, Twitter and Pinterest.
5. Input client data from our “Southgate Stylist” program into a client database and
analyze the research
6. Assist in maintaining Southgate’s website, including reviewing online content to ensure
all descriptions and photos for our 165 store and services are accurate and up-to-date.
7. Update and edit accordingly the store descriptions and photos on the Centre’s ViCCI
units to ensure all information is current and matches our website
8. Research online tourism websites that offer complimentary descriptions of Southgate
Centre, and update information as required.
9. Develop and execute a Safeway customer traffic crossover survey to analyze customer
traffic crossover volume and its impact on the centre traffic reporting.
Skills & Knowledge to be Learned over the Summer:
The Intern will learn the entire scope of Shopping Centre marketing initiatives. Specifically:
1.
2.
3.
4.
5.
Obtaining the knowledge of designing an annual Marketing plan and budget that utilizes
analysis and current research to set objectives, formulate strategies and tactics that
link back to the property's Strategic Business plan.
Understanding media campaigns and the proper execution of the program of media
purchases, including providing input of all creative.
Gain a better understanding of electronic communication by working on the centre's
web site to ensure that the design and content of the web sites are current and
correct.
Understanding the importance of consumer research by utilizing current Market
research to improve the Marketing program and positioning of the shopping centre.
Budget Control: Understanding the Accounting program by monitoring budget
expenditures so that the annual Marketing budget is self-liquidating at fiscal year-end.
Development Potential. How does position fit into a career path?
The Intern will gain knowledge of all aspects related to marketing functions within the
Shopping Centre industry that can be easily applied to marketing positions in any organization.
Understanding and providing input on pertinent criteria involved in the development of a
Marketing Plan, will be highly beneficial to which will enrich future career opportunities.
Additionally, exposure to internal relationships and other departments will allow the Intern to
explore opportunities within the shopping centre industry.
Job Enrichment Opportunities:
The Intern will be invited to attend Quarterly meetings with local Marketing Directors and the
Regional Marketing Director, and will actively participate in discussions in ways to better
improve the current Marketing programs in providing value.
The company's internal Web Master will also provide Web Site Training. The 3-hour training
course will address key skills required in updating content information on centre web sites.
Rotation:
The Intern will be exposed to various departments within the Shopping Centre Administrative
environment. Individuals will learn basic aspects of Operational functions within the shopping
centre such as, understanding the role of Security, Customer Service programs, Operational
issues, and will become familiarized with interpretation of tenant Leases.
Qualifications and Competencies Required:
Qualified Applicants must be enrolled in the third or fourth year of the Bachelor of Commerce
program in the School of Retailing- Business School at the University of Alberta. Applicants
must have the ability oversee the implementation of various programs with minimal supervision.
Strong knowledge of Word, Excel and PowerPoint programs are an asset. Must be highly
motivated, a team player who can actively contribute to the centre's overall objectives. Must
be able to work fast paced environment. Local travel is sometimes required – (employee is
responsible for his or her own transportation).
For further information about our company, please visit our website:
www.ivanhoecambridge.com