asda guard book 11_08

“We help build sustainable brands by offering a unique combination of environmental,ethical & creative expertise.”

Graham LewisGREEN

Strategic Communications

Design Guidelines

Background

On appointment, GREEN flagged the difficulties ofproducing good creative work and clear messaging inthe absence of any established brand guidelines specificfor ASDA Property Communications. On investigation,the only brand guidelines available were the retailconsumer guidelines produced by Fallon.

Objectives

To maintain consistency and increase brand synergyacross all communications as well as maintain visualintegrity with the wider brand.

Target Audience

Other communications agencies, especially designconsultants and ASDA Property Communications team.

PropertyCommunications

Design Guidelines for Printed and Event Materials

Revision ASD-08-002

the supermarket developer of choice

the supermarket developer of choice 9

3. Typography

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Always use Humanist 777 Black BT for Headlines

Humanist 777 Bold BT for sub-headings

Humanist 777 BT for body text


4. Colour

It is extremely important to reproduce the ASDA corporate colour as accurately aspossible. To achieve a consistent ASDA GREEN, the Pantone colour matching system

( PMS ) should be used as the standard for all jobs, with all printers.

The necessary colour adjustments should be made for printing on different types ofmaterials, i.e. coated paper, uncoated paper, recycled board etc.

Pantone 368c process

C: 57 M: 00 Y: 100 K: 0

These are standard CMYKvalues provided by Pantone.

ASDA GREEN

C: 56 M: 00 Y: 100 K: 00

R: 125 G: 194 B: 66

ASDA GREEN

C: 56 M: 00 Y: 100 K: 00

R: 125 G: 194 B: 66

15% TINT

BLACK

C: 00 M: 00 Y: 00 K: 100

R: 00 G: 00 B: 00

WHITE


6. Photography

To ensure the communication of the ASDA offer and personality, images used should be of products that will be availablein-store or of ASDA colleagues wherever possible. Here are some examples of how the green headline panel and

photographs should work together. Please note the photographs are cut-outs or part cut-out.

NB: It is important that allphotography overlaps thegreen panel in some way.The transparency effect isachieved by using a‘multiplied’ blend mode.


7. Layouts

It’s important for all the creative work to be similar in appearance.( artwork for illustrative purposes only )

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ifvn ams jfis ern vis dvie snvd. Anfeiu hbv fd nvjnvi

eyf efn sdv n ue fuw ebkd fvrin oh kdjfis.

ernv is dvie snvd sivh. Evieyfe fnsd vnuefu webk dfv

nxioh vis dvie snv.

Sub headingEvdsi vhs ifvna ies nvd sivhs ifvn ams jfis ern vis

dvie snvd. Anfeiu hbv fd nvjnvi eyf efn sdv n ue fuw

ebkd fvrin oh kdjfis.


nxioh vis dvie snv.

Sub headingOkdjf ise rnvi s dvi esn vdsi vhs ifvna ies nvd sivhs

ifvn ams jfis ern vis dvie snvd. Anfeiu hbv fd nvjnvi

eyf efn sdv n ue fuw ebkd fvrin oh kdjfis.


nxioh vis dvie snv.

there’s no place like

More locallysourcedproducts.

Brochure

Pop-up Exhibition Stand

Vertical Banner

Solution

The creation, from scratch, of a comprehensiveset of design rules to be applied to all PropertyCommunications, printed material and events.

September 2007

Pledge Cards

Background

ASDA wished to align its messaging around its 2010commitments in conjunction with Corporate Affairs, groupedunder the areas of Waste, Energy and Sustainability, movingtowards Wal*Mart’s straight-forward approach to communicatingsustainability targets, being:

� Zero Waste

� 100% renewable energy

� Sustainable produce/ethical suppliers

Objectives

To produce a communication outlining ASDA’s key messagesrelating to those specific targets.

Target audience

All key stakeholders (local and national government).

We

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aste

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� Send zero waste to landfill by 2010

� Reduce new store energy requirements

by 30% by 2010*

� Reduce existing store and distribution

centre energy requirements by 20% by 2012*

� Build wind turbines to power six depots

by 2012 *based on a 2005 store model

We will:


� Reduce new store energy requirements

by 30% by 2010*

� Reduce existing store and distribution

centre energy requirements by 20% by 2012*

� Build wind turbines to power six depots

by 2012 *based on a 2005 store model

Contact only card

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� Reduce new store energy requirements by 30% by 2010*

� Reduce existing store and distribution centre energy requirements by 20% by 2012*

� Build wind turbines to power six depots by 2012

*based on a 2005 store model

We will:


� Reduce new store energy requirements by 30% by 2010*

� Reduce existing store and distribution centre energy requirements by 20% by 2012*

� Build wind turbines to power six depots by 2012


Digitally printed on Greencoat Digital Board m

Jo MoonProperty Acquisitions Director,Retail Development

Direct Dial: 0113 241 8711Mobile: 07779 700 005Email: [email protected] Stores Ltd.ASDA House, Southbank, Great Wilson Street, Leeds, LS11 5AD www.asda.co.uk

5:59 Page 8


Philip BartramProperty Communications Manager,Retail Development

Direct Dial: 0113 241 8104Mobile: 07989 536 406Email: [email protected]

ASDA Stores Ltd.ASDA House, Southbank, Great Wilson Street, Leeds, LS11 5AD www.asda.co.uk


Chris MarlowResearch and Communications Analyst,Retail Development

Direct Dial: 0113 241 8712Mobile: 07772 226 785Email: [email protected]

ASDA Stores Ltd.ASDA House, Southbank, Great Wilson Street, Leeds, LS11 5AD www.asda.co.uk

Solution

A dual purpose business card containing bothcolleague contact details and ASDA’s environmental/community pledges.

September 2007

Hubs and Stores Map

Background

ASDA wished to demonstrate the number of colleagues indifferent regions within the UK, and ASDA’s commitment tothe environment and local communities.

Objectives

To inform key stakeholders that ASDA stores regenerate thecommunities they serve and provide environmental benefits.

Target audience

Political stakeholders

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SCOTLAND16,300 colleaguesA ABERDEEN BEACHB ALLOAC ARDROSSAND AYRE BEARSDENF BISHOPBRIGGSG BLANTYREH BRIDGE OF DEEI CHESSERJ CLYDEBANKK COATBRIDGEL CUMBERNAULDM DUMBARTONN DUNBARO DUNDEE KIRKTONP DUNDEE MILTONQ DUNFERMLINER DYCES EDINBURGH (SUPERCENTRE)T ELGINU FALKIRKV GALASHIELSW GIRVANX GLASGOW FORT (LIVING)Y GOVANZ GRANGEMOUTHa HAMILTONb HUNTLYc IRVINEd KILMARNOCKe KIRKCALDYf LINWOODg LIVINGSTON (SUPERCENTRE)h MARYHILLi MIDDLETON PARKj MOTHERWELLk NEWMAINSl NEWTON MEARNSm PARKHEAD FORGEn PERTHo PETERHEADp PORTLETHENq ROBROYSTONr ST LEONARDSs TORYGLEN

NORTH WEST26,700 colleaguesA ACCRINGTONB AINTREEC ALTRINCHAM (LIVING)D ARROWE PARKE ASHTONF BARROWG BIRCHWOODH BLACKBURNI BLACKPOOLJ BOLTONK BRECK ROADL BROMBOROUGHM BURNDEN PARKN BURNLEYO BURYP CARLISLEQ CHADDERTONR CHESTER (GEORGE)S CLAYTON GREENT COLNEU CREWEV EASTLANDS (SUPERCENTRE)W ELLESMERE PORT (SUPERCENTRE)X FARNWORTHY FLEETWOODZ FULWOODa GOLBORNEb HARPURHEYc HORWICHd HULMEe HUNTS CROSSf HUYTON (SUPERCENTRE)g HYDEh KENDALi LANCASTERj LEIGHk LISCARDl LIVERPOOL (GEORGE)m LONGSIGHTn MANCHESTER FORT (GEORGE)o OLDHAM (LIVING)p PILSWORTHq PRESTON (GEORGE)r RADCLIFFEs RAWTENSTALLt ROCHDALEu RUNCORNv ST HELENSw SEFTONx SHAWy SKELMERSDALEz SOUTHPORTAa STOCKPORTBb TRAFFORD PARK (SUPERCENTRE)Cc WALTONDd WARRINGTONEe WESTBROOKFf WIDNESGg WIGAN (SUPERCENTRE)Hh WINSFORDIi WYTHENSHAWE

SOUTH EAST12,870 colleaguesA ASHFORDB BASINGSTOKEC BRIGHTON HOLLINGBURYD BRIGHTON MARINAE BRIGHTON QUADRANT (GEORGE)F BROADSTAIRSG CANTERBURYH CHATHAMI CRAWLEYJ EASTBOURNEK EASTLEIGH (SUPERCENTRE)L FAREHAMM FARNBOROUGHN FOLKSTONEO GOSPORTP GRAVESENDQ GREENHITHER HAVANT (SUPERCENTRE)S HIGH WYCOMBET KINGSHILLU LOWER EARLEYV MILTON KEYNES (SUPERCENTRE)W PORTSMOUTHX WHEATLEYY SITTINGBOURNEZ SLOUGHa SOUTHAMPTONb TILEHURSTc TOTTONd WATERLOOVILLE

NORTHERN IRELAND3,000 colleaguesA BALLYCLAREB BANGORC BELFAST (LIVING)D COLERAINEE COOKSTOWNF DOWNPATRICKG DUNDONALDH ENNISKILLENI KILKEELJ NEWTOWNARDSK OMAGHL SHORE ROADM STRABANEN WESTWOOD

WALES8,900 colleaguesA ABERDAREB BLACKWOODC BRYNMAWRD CAERPHILLYE CARDIFF (SUPERCENTRE)F CARDIFF BAYG CWMBRANH LLANDUDNOI LLANELLIJ LLANGEFNIK MERTHYR TYDFILL NEWPORTM PEMBROKE DOCKN PENTWYNO PWLLHELIP QUEENSFERRY (SUPERCENTRE)Q RHYLR SWANSEAS SWANSEA MORFA (GEORGE)T TONYPANDYU WREXHAM

WEST MIDLANDS13,400 colleaguesA ABBEY PARKB BLOXWICHC BRIERLEY HILLD BROMSGROVEE CANNOCKF CAPE HILLG COVENTRY (SUPERCENTRE)H DARLASTONI DONNINGTON WOODJ DUDLEYK GREAT BRIDGE (SUPERCENTRE)L HEREFORDM LEAMINGTON SPAN MINWORTH (SUPERCENTRE)O NUNEATONP OLDBURYQ PERRY BARRR QUESLETTS ST MATTHEWS - WALSALLT SHREWSBURYU SMALL HEATHV STAFFORDW TAMWORTH (SUPERCENTRE)X TELFORDY TIPTONZ TUNSTALLa WALSALL (LIVING)b WOLSTANTONc WOLVERHAMPTON

SOUTH WEST11,250 colleaguesA BEDMINSTERB BODMINC BOURNEMOUTHD BRIDGWATERE BRISTOLF CANFORD HEATHG CASTLEPOINTH FALMOUTHI FROMEJ GLOUCESTERK HAYDON (SUPERCENTRE)L HIGHBRIDGEM LONGWELL GREENN NEWTON ABBOTO PATCHWAY (SUPERCENTRE)P PLYMOUTHQ POOLER ST AUSTELLS SWINDONT TAUNTONU TROWBRIDGEV WESTON-SUPER-MAREW WEYMOUTHX YEOVIL

NORTH EAST10,800 colleaguesA ASHINGTONB BENTONC BILLINGHAMD BISHOP AUCKLANDE BLYTHF BOLDON (SUPERCENTRE)G BYKER (LIVING)H CLEVELAND CENTRE (GEORGE)I CRAMLINGTONJ DARLINGTONK DURHAM (LIVING)L GATESHEAD (SUPERCENTRE)M GOSFORTHN HARTLEPOOLO PETERLEEP SEAHAMQ SPENNYMOORR SOUTH SHIELDSS STANLEYT STOCKTON ON TEESU SUNDERLANDV THORNABYW WASHINGTON

EAST MIDLANDS13,400 colleaguesA ARNOLDB BOSTONC BURTON ON TRENTD CORBYE DERBY (SUPERCENTRE)F EAST RETFORDG GRANTHAMH HINCKLEYI HYSON GREENJ KINGSTHORPEK LEICESTERL LINCOLNM LINCOLN (LIVING)N LONG EATONO MANSFIELDP NORTHAMPTONQ NORTHAMPTON (GEORGE)R OADBYS RUSHDENT SINFINU SUTTON IN ASHFIELDV THURMASTONW WEST BRIDGFORD (SUPERCENTRE)

EAST OF ENGLAND9,250 colleaguesA BASILDONB BIGGLESWADEC CAMBRIDGED CHELMSFORDE COLCHESTERF DUNSTABLEG EASTGATE (SUPERCENTRE)H GREAT YARMOUTHI HARLOWJ HATFIELDK HEMEL HEMPSTEADL IPSWICH M LOWESTOFTN LUTONO NORWICHP NORWICH CASTLE MALL (GEORGE)Q PETERBOROUGHR RAYLEIGHS SHOEBURYNESST SOUTHEND (GEORGE)U SOUTH WOODHAM FERRERSV STEVENAGEW STOWMARKETX THURROCK (LIVING)Y TILBURYZ WATFORD (SUPERCENTRE)a WISBECH

YORKSHIRE & THE HUMBER17,200 colleaguesA ADELB BARNSLEYC BILTOND BRADFORDE CARCROFTF CHAPELTOWNG CORTONWOOD (LIVING)H CROWN POINT (LIVING)I DEWSBURYJ DONCASTERK GLASSHOUGHTONL GRIMSBYM HALIFAXN HARROGATEO HESSLEP HUDDERSFIELDQ KILLINGBECKR KINGSWOODS LEEDS (GEORGE)T MORLEYU MOUNT PLEASANTV PONTEFRACTW PUDSEY (SUPERCENTRE)X ROTHERHAMY SCUNTHORPEZ SHEFFIELD (SUPERCENTRE)a SHIPLEYb WAKEFIELDc YORK

LONDON10,200 colleaguesA BARKINGB BECKTONC BEXLEYHEATHD BURGH HEATHE CHARLTONF CLAPHAMG COLINDALEH CROYDON (GEORGE)I DAGENHAMJ DARTFORD (LIVING)K FELTHAML HOUNSLOWM ISLE OF DOGSN KINGSTONO LEYTONP OLD KENT ROADQ PARK ROYALR ROEHAMPTON VALES ROMFORDT SOUTHGATE CIRCUSU SUTTONV SWANLEYW TOTTENHAM (LIVING)X WALLINGTONY WALTHAMSTOWZ WEMBLEY

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Key to distribution centres and hubs: ADC = Ambient Distribution Center; CDC = Chilled Distribution Centre; IDC = Integrated Distribution Centre;RDC = Regional Distribution Centre; GM = General Merchandise. Employee figures representative as of November 2007. there’s no place like


Investing in communities.

there’s no place likeSustainably printed on Cyclus 130gsm 100% recycled post consumer waste paper

We will:� Send zero waste to landfill by 2010� Reduce new store energy requirements by 30%

by 2010*� Reduce existing store & distribution centre energy

requirements by 20% by 2012*� Build wind turbines to power six depots by 2012

Our stores are at the heart of the communities they serve. We will also:� Regenerate communities by providing jobs for

local people� Continue our award-winning commitment to

local sourcing� Make sustainability affordable for everyone


ASDA stores are at the heart of the communities they serve.That’s why we always try to recruit our colleagues locally. Thishelps us to become a vibrant store championing local valueswhilst supporting economic development in the area.

The ASDA “In the Community” programme includes initiativessuch as in-store blood donor sessions, road safety events,customer and colleague health checks and charity awarenessdays. ASDA colleagues decide which local charities to support– after all, local people know what’s most important to them.In 2006 we raised over £2million for local charities.

It’s easy to donate to good causes, but ASDA colleagues reallylike to get involved too. In 2006 they spent 96,000 hoursworking within their local communities including time in localschools, hospitals and hospices. Nationally we support theTickled Pink and Everyman cancer charities, Tommy’s babycharity and Children in Need.

We hate wasteof any kind.

ASDA in the community.

Our stores aretailored to their environment.

For more information please contact: Jonathan Refoy, Head of Property Communications, ASDA House, Southbank, Great Wilson Street, Leeds, LS11 5ADTelephone: 07811 399 683Email: [email protected] there’s no place like

We make every effort to design our stores to complement the areas in which they are situated, while also fulfilling ourtrading requirements and customer expectations.

The majority of our stores are located in town centres, districtcentres or at the edge of centres. Our ongoing storedevelopment programme is helping to revitalise cities andtowns throughout the UK.

Our store formats include: � Smaller stores: Sales areas of 15,000-30,000 sq ft� Superstores: Average sales areas of 42,000 sq ft� Supercentres: Average sales areas of 85,000 sq ft� ASDA Living: Non-food, average sales areas of 30,000 sq ft

Solution

A folded A5 leaflet that opens out to reveal amap on the inside spread. The format alsoclearly presented ASDA’s environmental andcommunity policies.

October 2007

Store Cards

Romford:Innovativepartnerships.


Key factsOpened: April 2006

Sales floor area: 50,157 sq ft (4,660 m2)

Address: Dolphin Approach, Mercury Rd, Romford, RM1 3EE

Location: Town Centre

Job opportunities created: 347

Supporting the Community: In-store bag packing to raise funds for local charities, promotion of the Big Healthy Eat - an outreach programme educating school children on healthy eating, NHS blood pressure and screening vans onsite, and colleague fundraising for‘Tickled Pink’ and ‘Everyman’ cancer charities.

Locally sourced produce: Average of 33 products, including: Hoad's FarmEggs, Evoca Premium Cola, Broad Oak Farm Sausages.

Our Romford store is a landmark for the centre of the town, successfully regeneratinga major brownfield site.

Through an innovative partnership between ASDA, The Mall and Barratt Homes, theformer site of a derelict local authority owned swimming pool has resulted in Romfordfeaturing in the top 50 UK retailing cities.

The existing Liberty 2 shopping centre has been extended to provide a new 50,157 sq ft(4,660 m2) ASDA store. The development also includes 229 new homes, upgradedpedestrian and public transport links, a hotel and a public art exhibition space.

Our colleagues in Romford play an active role in the local community. ASDA regularlyhosts blood pressure testing units and ‘Quit It’ (stop smoking) events run by the NHS.Colleagues also visit local schools to promote the Big Healthy Eat - an out reachprogramme educating school children on health eating.

ASDA Romford is one example of our approach to working in partnership with publicand private sector bodies to enable major urban regeneration, delivering new housingand improving local peoples access to high quality fresh foods, goods and services.

For more information please contact: Jonathan RefoyHead of Property CommunicationsASDA Stores Ltd. ASDA House, Southbank, Great Wilson Street, Leeds, LS11 5AD Telephone: 07811 399 683Email: [email protected]

there’s no place likeSustainably printed on Evolution 300gsm 70% post consumer waste FSC approved paper, January 2008

Background

Previously, ASDA had used ‘estate agentcards’ for various ASDA store developmentsto illustrate the benefits an ASDA storebrings to a specific area. Adopting the newguidelines, this suite of cards was revised tobe more on brand and to communicateASDA’s key messaging.

Objectives

To produce case studies on various storedevelopments highlighting regeneration,mixed use schemes, supercentres andASDA’s sustainable store.

Target audience

Political stakeholdersDevelopers

Feltham: Acornerstone ofregeneration.


Huyton: The talk ofthe town.


Milton Keynes:Retail-ledregeneration.


Poole:A seaside success story.


Shaw: A majorstep towardssustainability.


Solution

An A4 double sided case study for each of the 6 selectedstores covering regeneration, sustainability and community.

November 2007

Breck Road:Local Jobs forLocal People.


Breck Road Case Study

Breck Road:

Local Jobs for

Local People.


Background

Building sustainable communities through regenerationand incorporating job creation, is an importantconsideration for political stakeholders. There was a needto produce a highly informative piece that communicatedASDA’s committed approach to employment.

Objectives

To increase awareness of ASDA launching thegovernmental initiative ‘Local Employment PartnershipScheme’ across its business, and highlight the supportASDA gives to its colleagues.

Target audience


Breck Road:Local Jobs forLocal People.


For more information please contact:

Chris MarlowResearch and Communications AnalystRetail Development

Direct Dial: 0113 241 8712 Mobile: 07772 226 785 Email: [email protected]

ASDA Stores Ltd.ASDA House, Southbank Great Wilson Street, Leeds, LS11 5AD www.asda.co.uk

Printed on revive silk 75% recycled, FSC certified paper

Regeneration at Breck Road.

ASDA believes that retail led development can deliverregeneration and the quality of goods, jobs and servicesthat communities expect. Where other companies maychoose not to invest in deprived areas, we often openstores in these wards and focus on the benefits we canoffer to the local community.

The store was built on a prominent brownfield site withinan area allocated as a District Centre in the City’s UnitaryDevelopment Plan. ASDA worked closely with the localcommunity and Liverpool City Council to ensure that plansreflected the aspirations of all stakeholders and deliveredthe right regeneration for the community.

ASDA regularly works with Jobcentre Plus and otheremployment services to ensure that as many jobs aspossible go to local people. Due to Breck Road’s high levelof long-term unemployment, our approach to recruitmentensured that as many unemployed people as possible weregiven the chance of securing one of the 277 new jobs.

Local Employment Partnerships.

ASDA‘s approach to recruitment at Breck Road is in linewith the policy announced by the Prime Minister GordonBrown in 2007, which aims to take 100,000 people out oflong-term unemployment.

ASDA was one of the first companies to sign up to LocalEmployment Partnerships (LEPs).

Under the scheme, store managers are encouraged toenter into LEPs with Jobcentre Plus and agree a number of measures to encourage the long-term unemployed into work. ASDA is therefore encouraging its storemanagement teams to:

� Continually review the recruitment process toensure it is as inclusive as possible.

� Commit to one-to-one mentoring of long-termunemployed people to help prepare them for a return to work.

� Introduce work trials and work experienceprogrammes to give people the chance toreacquaint themselves with the work place.

� Help Jobcentre Plus and the Learning andSkills Council create pre-employment trainingmaterials that are genuinely relevant to themodern workplace.

ASDA launched LEPs across its business in the firstquarter of 2008.

Colleague case studiesFollowing a car accident that led to him quitting his job as a papermerchant, Fred Whewell joined ASDAafter a long period of unemployment.“When I went back (to work) after theaccident I couldn’t do the job anymoreso I quit,” he said. “The recruitmentprocess (at ASDA) was brilliant andvery enjoyable; everyone was made tofeel at ease. My job is challenging butASDA is a cracking place to work.”

Following ten years out of employmentafter bringing up her son, single mumPaulene Johnson joined ASDA and isnow training as a manager. “The peopleat the job centre were really helpful andgot me ready for the interview,” shesaid. “I don’t have any problems withchildcare arrangements as ASDA havebeen really flexible with me.”

Breck Road: Local Jobs for Local People.Liverpool, European Capital of Culture 2008, is one of the largest and most important cities in the UK.However, like many cities in Britain, Liverpool has a number of deprived wards.

Breck Road is located in the Everton ward of Liverpool. It is an area that has suffered economic declinethrough many years of under investment, resulting in a high level of long-term unemployment.

The Government is focused on developing sustainable communities through the planning system inorder to regenerate areas such as Breck Road. The creation of sustainable communities depends onlocal authorities working in partnership with employers who can deliver regeneration throughincreased economic activity and new jobs.

ASDA is working with the Government, local authorities, employment services and communities acrossthe UK to help provide the regeneration they expect. ASDA Breck Road is just one example of ASDA’sapproach to regeneration through job creation and structured recruitment.

Recruitment at Breck Road.

ASDA recruits on personality and then trains colleagues to develop their skills. ASDA aims to employ itscolleagues from the communities its stores serve. Retail is a people focused business and we look forthose colleagues who can provide a warm and friendly service to our customers. ASDA worked closelywith Jobcentre Plus to identify and implement an appropriate recruitment structure for the area.

ASDA received an overwhelmingly positive response from local people and by the time the storeopened nearly 3,000 people had applied for a job. Of the 277 jobs available more than 75% went topeople who had recently been unemployed. 60% of those were long-term unemployed or onincapacity or disability benefit.

Ian Whiting, Vacancies Services Manager at Everton Jobcentre Plus, said: “ASDA‘s approach is awelcome one for lone parents because of the flexible hours on offer. New Deal applicants can alsoundertake a work placement without losing their benefits.”

Key factsOpened: November 2005

Location: Town Centre

Address: Breck Road, Liverpool, Merseyside, L5 6PX

Jobs created: 277

Solution

The mandatory inclusion of information,images, and case studies, led to thecreation of an A4 folded leaflet.

March 2008

Events

Thames Gateway Forum

Background

The Thames Gateway Forum is the annual meeting place ofall those involved in the regeneration of the Thames Gatewayregion. The aim of exhibiting was to increase ASDA’s visibilityto key local stakeholders within the Gateway and to positionASDA as the developer of choice.

Objectives

The stand needed to be engaging, rather than a traditionalcorporate design, reflect ASDA’s personality and keymessaging whilst being specific to the Thames Gateway.

Target audience

Political stakeholders and developers

The gatewayto buildingsustainable retail.

ASDA is looking for new storedevelopment opportunities to contributeto the delivery of sustainable communitiesin the Thames Gateway.

We are flexible in our approach, from stand-alone non-food ASDA Living stores, to arange of formats for delivering food stores.

Years of experience in store developmentdemonstrates our impressive track recordof regenerating sites at the edge of and intown centres.

From engaging in mixed-use schemesincorporating affordable housing andpublic services to opening the first of our eco-stores this summer, ASDA hasshown its commitment to physical andsocial regeneration.

Accessible, affordable shopping is acustomer expectation. ASDA providescommunities with high quality goods andservices at an affordable price. ASDA is theUK’s best value supermarket.

ASDA – Winner, EnvironmentalMultiple Retailer of the Year at theRetail Industry Awards 2007.

there’s no place likeSustainably printed on recycled paper

Creating jobs for localpeople.

Creating employment is vital to building sustainable communities.

Skills and Work Life Balance.� We work with the Government as part of its local employment

partnership scheme which seeks to encourage long termunemployed people back into the labour market.

� We are regularly voted one of Britain’s top employers and remaincommitted to the career and skills development of our colleagues,providing training and the opportunity to qualify for modernapprenticeships.

� Since 2002, over 1,200 colleagues have moved from hourly paidwork into management.

� We always try and recruit our colleagues locally. Local colleagueshelp us to become a vibrant local store, supporting local causesand continued economic development in the area.

Pay and Benefits.� Over 93,000 of our 160,000 colleagues have a stake in the

business through our share ownership scheme.

� We offer equal pay rates to all colleagues doing the same job –including under 18s. We are the only supermarket to do this.

� Our colleague retention rate is the best in the industry.

� All colleagues with more than six months’ service receive anannual performance related bonus.

Diversity.� We are one of Britain’s biggest private sector employers

of the over 50s.

� We have no mandatory retirement age and no ceiling agefor recruitment.

� We are the first supermarket to introduce an ethnic uniformoption to embrace the cultural diversity of our colleagues.


We hate wasteof any kind.

We are committed to sustainable development and reducing theamount of electricity, packaging and fuel we consume. We use thesavings to deliver the best value products and services to ourcustomers. ASDA aims to make sustainable living affordable for all.

Energy.� We will reduce energy requirements for

our existing stores and distributioncentres by 20% by 2012, based on a 2005store model.

� We will also reduce new store energyrequirements by 30% by 2010.

� We will build wind turbines to powersix of our depots by 2012.

Waste and Packaging.� Our target is to send zero waste to

landfill by 2010.

� We have signed the CourtauldCommitment to send zero constructionwaste to landfill by 2010.

� We currently recycle, re-use or compost60% of all our waste.

� Over the next year we will cut the amountof packaging we use on our own labelproducts by 25%.

Transport.� We have taken 4.5 million miles off the

road by moving more freight onto rail.

� We have built five recycling centres at acost of £40 million so that our lorries cancollect cardboard and plastic packagingfrom our stores after they have madetheir deliveries.


Solution

The creation of a bespoke stand, banners and a Thames Gateway specific brochure. The concept behindthe stand was the idea of building blocks, reinforced by the Thames model in Duplo. This acted as avisual hook for visitors and in turn created a positive community focused story (all the Duplo blocks beingdonated to local nursery schools after the event). When sourcing the materials, careful attention was givento waste minimisation, ensuring everything could be reused or recycled. The building block theme wasreflected in the event specific brochure and the banners clearly communicated the ASDA brand.

November 2007

Advertising

GovNet Advert


We’re buildinga sustainablefuture.

Flexibility is the key to building sustainable communities within the

Thames Gateway. We have developed market leading and innovative new

store formats to fit town centre and edge-of-centre regeneration schemes.

We are committed to providing social and physical regeneration through

our store development programme. Our impressive track record of engaging

in mixed-use schemes for the benefit of communities demonstrates this

commitment.

ASDA is committed to working in partnership with developers and local

authorities to contribute to the delivery of sustainable communities within

the Thames Gateway.

For more information please contact:

Chris Marlow, Research and Communications Analyst,

Retail Development on:

[email protected] or 07772 226 785.

In August 2007 we opened our first eco-store in Shaw, Oldham. Using timber

instead of metal for the frame has saved 500 tonnes of steel and 450 tonnes of

carbon emissions. The natural ventilation system and north lights that maximise

natural light also make the building significantly more energy efficient.

Background

The Thames Gateway region is an importantdevelopment area for ASDA. The area is the largestregeneration region in Europe, experiencing vastamounts of inward investment.

Objectives

To highlight ASDA’s commitment to providing social andphysical regeneration in the Thames Gateway region.

Target audience


Solution

A full page advert within a GovNet publication

February 2008

Online

Photo Library

Background

ASDA employs a vast array of consultants who requirespeedy access to photographs for their communications. Itwas identified that there was no central resource forphotography. In addition images that existed were either outof date or ‘off brand’. Therefore, there was a specific need for a range of good quality photographs, that could be easilyaccessed by ASDA colleagues, suppliers and agencies.

Objectives

To unify the imagery used to convey the ASDA brand, savetime and money by reducing the reliance on rights-managedphotography.

Users

All ASDA departments, external consultants and media.

Solution

An online photo library resource was producedacting as a central resource giving ASDA greatercontrol over brand messaging. The photo libraryhas the ability to grow over time and respondquickly to changes within the ASDA brand due to its comprehensive content management system.

January 2008

Community Engagment Websites

Background

When looking to open a new store ASDA deploys a programmeof community engagement, with website creation forming apart of this. Originally these websites varied from site to siteand lacked any brand synergy.

Objectives

To create a website template in line with the ASDA brand actingas an information providing tool and a feedback mechanism

Target audience

Key stakeholders in the proposed development area.

Solution

An engaging website template in line with the ASDA brand wasdeveloped. This created a template for a Content ManagementSystem/Wizard tool that allows the websites to be easilygenerated and updated by GREEN or ASDA.

Exmouth Website

Background

The first website built using the CMS/wizard tool was for thenew proposed store in Exmouth, Devon. ASDA/ASM werechosen as the preferred developers for the bus depot sitealongside Exmouth’s estuary by the local authority in December2007. Unfortunately, information about the scheme got into thepublic domain ahead of ASDA’s planned timescales.Consequently a website became essential to provide a platformfor answering queries and updating the public whilst plans arein their early stages. In the future it will be used as an essentialtool as part of ASDA’s full public consultation programme andplanning application submission.

March 2008

Store Development Support

Beckton Boards

Background

ASDA already had a store in Beckton, Londonand were working with Transport for Londonand Newham Council to improve the area’stransport system. There was a need to informcustomers of these improvements.

These included:

� A new modern bus station

� 24 hour petrol station

� New parking

� Safer pedestrian access to the store

Objectives

To communicate the stages of the transportsystem improvements to customers

Target audience

Customers

Part of thecommunity.


Your views are very important to us and we always welcome your ideas, comments or suggestions.

If you do have any comments regarding our programme of improvements then please contact a member of our customerservice team.

In the meantime, if you would like anyfurther information on our improvementprogramme then please do not hesitate to contact:

Andrew Busby0113 241 [email protected]

Jonathan Refoy0113 241 [email protected]


Beckton

At ASDA we want every part of your shoppingexperience to be safe and enjoyable as possible -including the journey to and from the store. That'swhy we are investing £2.3 million to improve ourcar parking facilities, create better road access to thestore, improve pedestrian safety and develop a new24 hour automated petrol filling station.

ASDA Facts� Famous Low Prices

ASDA is the UK's lowest priced supermarket having won the industry'sGrocer Magazine award for the tenth year running

� Supporting Local Suppliers100% of our stores carry local produce. We work with 400 localproducers supplying ASDA with 3000 local lines across the UK

� Protecting the EnvironmentWe will to send zero waste to landfill by 2010 We will build wind turbines to power six depots by 2012We will remove 25% of packaging from our ownbrand goods by 2008

Welcome toour exhibition.


Improvements toyour local store.

ASDA and TfL are taking every effort to ensure these considerable transport improvementscause minimum disruption. Please look at the following boards to see how theseimprovements will be made.

ASDA Beckton is working with Transport for London and the LondonBorough of Newham to help improve the town’s transport system.

Over the coming months ASDA shoppers and the people of Beckton will see big transportimprovements around the store creating a swifter, more convenient shopping experience for all.

Improvements include:

� A modern new bus station located next to the DLR� 24-hour petrol station� More convenient parking with improved access� New car park exit created on to Tollgate Road� Road improvements along Frobisher Road� Safer pedestrian access to the store from Frobisher Road


Phase 1.

� The current bus station will be closed and turned into car parkingspace for over 100 vehicles

� Work begins on a new exit from the store onto Tollgate Road

Starts: July 16thCompletion time: 7 weeks


� The existing petrol station will be closed and then demolished tomake way for the new automated, 24-hour petrol station

� Frobisher Road will be re-aligned, moved closer to the store andlandscape improvements made along the roadside

� Disabled car parking will be moved closer to the store to createsafer passage

� Exit onto Tollgate Road will be completed

NB: phases 1 and 2 will overlap but car parking at the former bus station will reopen at the end of September

Starts: July 30thCompletion time: 9 weeks

Phase 2.


� Re-alignment of Frobisher Road will be complete� Construction of the new car park layout will be finalised

� TfL’s construction of the newbus station will include:�� More bus bays�� New terminals with electronic

timetabling in the Mary RoseCentre foyer

�� Safer integrated access to DLR�� Actively monitored CCTV reducing

anti-social behaviour and crime

� The four pump petrol stationwill be rebuilt offering:��24-hour service��Faster fuel pumps��Card only payment��A brand new car wash

Starts: September 3rdCompletion time: 11 weeks

Phase 3.

Keeping youinformed.

We expect work on the new ASDA facilities and transportlayout to be completed within 18 weeks.

Over the coming months we want to ensure you are keptfully up to date so watch this space for further information.

In the meantime if you have any questions relating to theimprovements, please contact:

Andrew Busby0113 241 [email protected]

Jonathan Refoy0113 241 [email protected]


Store improvementupdate board.

Phase 2� Re-alignment of Frobisher Road link� Closure of existing petrol station� Disabled car parking moved closer to store� Tollgate Road exit complete


Phase 1� Construct new car parking layout for 100

additional spaces� Begin works on new Frobisher Road link� Commence work on temporary road� Start construction of new Tollgate Road exit

Phase 3� Complete Frobisher Road link� Open new fully automated petrol station and car wash� Car park works complete, providing 733 spaces� Construction of new bus station ongoing until

early 2008 (TfL)

Notes

Solution

In-store boards and bannersdetailing the stages of theproposed extension forcustomers.

October 2007

Bognor Exhibition

Quality jobs,improvedshopping choice.

Find outmore:

Our plans are on

display at the

Hotham Arts Centre.

Details on reverse.



Find outmore:Our plans are ondisplay at theHotham Arts Centre.Details on reverse.

’t just

around

storesd.

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Quimsh

Some ASDA facts.

Price

ASDA is the UK’s best value supermarket - we believe that value isn’t just

about price, it’s also about choice, quality, service and affordability.

Local sourcing

ASDA is proud to lead on local sourcing with over 400 local suppliers around

the country supplying over 4,000 products to ASDA stores.

Your ‘green’ grocer

We are committed to being a ‘green’ grocer. Our aim is that, by 2010, our stores

will send nothing to landfill - all waste will be recycled, reused or composted.

Want to know more?

Come to our exhibition.

Where you can also let us know what you

think about our plans for a new business park

and ASDA store at Oldlands Farm.

WHEN?Friday 2 November

10am to 6pm

Saturday 3 November 10am to 3pm

WHERE?Hotham Arts Centre, Belmont Street, Bognor Regis

For more information please contact Mark Brown on 020 7357 6606 or

[email protected].

Sustainably printed with vegetable based inks on Cyclus Offset 100% recycled paper.

Bognor - leaflet -

final 24/10/07

10:35 Page 2

Quimsh

Some ASDA facts.

Price

ASDA is the UK’s best value supermarket - we believe that value isn’t just

about price, it’s also about choice, quality, service and affordability.

Local sourcing

ASDA is proud to lead on local sourcing with over 400 local suppliers around

the country supplying over 4,000 products to ASDA stores.

Your ‘green’ grocer

We are committed to being a ‘green’ grocer. Our aim is that, by 2010, our stores

will send nothing to landfill - all waste will be recycled, reused or composted.

Want to know more?

Come to our exhibition.

Where you can also let us know what you

think about our plans for a new business park

and ASDA store at Oldlands Farm.

WHEN?Friday 2 November

10am to 6pm

Saturday 3 November 10am to 3pm

WHERE?Hotham Arts Centre, Belmont Street, Bognor Regis

For more information please contact Mark Brown on 020 7357 6606 or

[email protected].

Sustainably printed with vegetable based inks on Cyclus Offset 100% recycled paper.

Bognor - leaflet

- final 24/10/

07 10:35 Page

2


Find outmore:

Our plans are ondisplay at the

Hotham Arts Centre.Details on reverse.

d


Background

ASDA were proposing to develop astore on a business park in Bognor.As part of ASDA’s consultation anexhibition was held to communicateto the local public ASDA’s proposals.

ASDA offered to invest £4.5 millionin the business park. The Councillorswanted the business park but noretail store.

Objectives

To encourage local residents tosupport the scheme by highlightingthe benefits of the proposal anddraw attention to the jobs thescheme would bring to the area.

Target Audience

Local residents and councillors

Solution

An A5 leaflet and banners. Prior to the exhibition aleaflet drop was undertakenwithin the area.

October 2007

Welcome to aneven brighterfuture forBognor Regis.

Our exhibition will demonstratehow ASDA and the LangmeadEstate will bring hundreds of newjobs and improved shoppingchoice to Bognor Regis.

The need to develop a highquality business park has longbeen recognised by Arun DistrictCouncil. Our partnership will notonly contribute to this but alsoimprove the shopping choice inthe town to meet the current and future needs of its residents.

Investing in a newbusiness park foreconomic growth.

Oldlands Farm is the ideal location for abusiness park. It is well served by roadsand is close to the town's planned newhousing developments. However, aninvestment of £4.5 million is required to build the roads and other servicesneeded to get the job off the ground.

Until now, no one has been able toprovide this significant investment.

As part of our plans, ASDA would meetthe £4.5 million needed to kick-startthe project. We would build the first10,000 sq ft office building and a newASDA store, creating more than 1,000 jobs in a few years, giving the businesspark a real chance of success.

A tried andtestedapproach.

Using a retail outlet to fund a businesspark is not a new approach. It hasalready been done, very successfully, in several locations around the country.

Morton Palms, DarlingtonAnchored by a food store and a DIY outlet,Morton Palms has become one of the leadingbusiness locations in the North East. Since thefood store first opened, 2,000 high quality jobshave been created.

White Cliffs Business Park, DoverWork began this summer on the secondphase of this business park - Dover's premieremployment location. Enabling works havebeen funded by a new DIY store. Whencompleted, the business park will supportaround 1,800 jobs.

Drawingsand plans.

Plan view of the development, Phase 1.

Indicative artist’s impression of entrance to business park.

Keeping yourmoney in thecommunity.

The range of shops, especially food stores,in Bognor Regis cannot compete with localneighbouring towns. As a result, manypeople who could shop locally, currentlytravel to Chichester or Littlehampton, andshoppers who stay in the town often findexisting food stores overcrowded.

This situation can only get worse when more peoplemove into the planned new housing development.

As an addition to future plans to improve the towncentre, a new ASDA store at Oldlands Farm willcomplement this investment. Shoppers using the newASDA store will be more likely to do the rest of theirshopping in Bognor Regis rather than visiting otherlocal towns.


Tender Documents

Bargoed Tender Folders

Increasingly, ASDA are required to submit competitivetender documents for the purchase of land. Therequirements of these documents varies dependingon the vendor/authority involved.

Background

A town centre site in Bargoed, Wales, was being soldby the local authority (Caerphilly CBC) for a retail-ledregeneration development. ASM, a developmentcompany working with ASDA, was one of fivedevelopers who had been shortlisted as part of thesite’s competitive tender process. ASM/ASDA wererequired to provide various technical details anddocumentation to the local authority.

Objectives

To successfully acquire the land.

Target audience

Planning officials

40,000 sq ft ASDA store, new shop units,Scouts HQ, car parks and link road.

Newton Abbot,Devon.

ASM PROPERTIESLIMITED

Solution

The result was an ASDA/Bargoedjoint branded ring-binder folder,page dividers, contents page andcase study cards.

January 2008

Planning Application Documents

Barclays, Holes Bay, Poole

Background

ASDA already have a store in Holes Bay, Poole. The development was part of a mixed use schemecomprising of two phases. The store and housing wereinitially built followed by the erection of offices whichrequired subsequent planning permission based on theirdesign. In May 2007 ASDA signed an agreement withBarclays Bank to lease a 100,000 sq ft office buildingon the ASDA site in Holes Bay, Poole. This agreementwas subject to receiving planning permission from thelocal authority. There was a need for a document tosupport the planning application which was submittedin January 2008.

Objectives

To produce a document communicating the improveddesign changes that had been implemented during theconsultation period with Poole Council.

Target audience

Planning committee members Political stakeholders

South West view along pedestrian route towards lifeboat quay

Page 11

Sustainab

ility

The scheme has been designed to receive a performance ratingof ‘Very Good’ under BREEAM – the world’s most widely usedenvironmental assessment method for buildings. Key measuresincluded in the design are:

� Generous bicycle parking and changing facilities.

� Leak detection to incoming water services.

� Low flow water fittings.

� Glare control to facades.

� Lighting control systems.

� Zoned air conditioning.

� Highly efficient plant and boilers that offer a CO2 reductionover standard equipment.

� Storage for recycled waste.

Solution

An A4 square format post and pillar document was produced. The joint nature of the project meant that the ASDA guidelines did not need to be adhered to. The scheme successfully received planning permission at planning committee in January 2008.

January 2008

2nd Floor,9-10 Charterhouse Buildings,London EC1M 7ANTel: 020 7608 5201Fax: 020 7608 0721

www.GREEN-consultancy.com

asda guard book 11_08

Documents

asda green c

consistent asda green

asda offer

asda colleagues

green panel

asda corporate colour

dvie snvd sivh

brand guidelines available