1. Q2 COMMERCIAL –
PUBLIC SAFETY CAMPAIGN
Throughout quarter two we are implementing an integrated marketing campaign to promote
public safety with a focus on counter-terror design.
The Background Story – Counter-terrorism measures are becoming an increasingly important
actor in the design of our crowded places and critical infrastructure to safeguard against vehicle-
borne threats.
Traditional measures are bulky, ugly and obtrusive, compromising design integrity, contributing
towards street clutter and spreading fear.
Marshalls approach – We entered the counter-terrorism security market in early 2010, with the
development of a range of bollards crash tested in accordance with the BSI PAS 68 standard. Whilst
our initial development was focused around bollards, our long term strategic aim was to alter the
way people think about and specify counter-terrorism protection. We aim to achieve this through
the integration of high performance crash tested technology into products found in the natural
streetscape, in order to enhance public spaces and not simply protect them.
Our RhinoGuard product range now incorporates a full suite of products, including not only
bollards, but crash tested planters, seating, cycle parking and litter bins, o ering a fully integrated
range of street furniture products.
Our challenge – is to educate our customers and markets, that counter-terrorism security measures
and beautifully designed landscapes are not mutually exclusive. To educate them further about
the requirement for counter-terrorism measures to protect our crowded places and critical
infrastructure.
Insight – Marshalls is the ONLY manufacturer to o er a fully integrated range of design-led PAS 68
street furniture developed for aesthetic appearance as well as counter-terrorist performance. Beauty
and safety are no longer mutually exclusive!
Objectives
• Position Marshalls as THE street landscape counter-terrorism specialist.
• Become THE choice for design led security products that can enhance public spaces
as well as increase safety.
• Position Marshalls as thought-leaders and experts in creating safe public spaces.
• Make ‘RhinoGuard’ technology THE choice for safer public spaces.
• Own: safety, style, innovation and design integration.
• Be the brand that makes public spaces safer, whilst making them more beautiful.
Ignition – Imagine better… Outer Beauty, Inner Strength.
Continued next page

2. Campaign components
New Product Launches: An integrated suite of PAS 68 products.
RhinoGuard 75/30 Seat Frame Igneo Seating Planters
We have developed and tested an innovative The Igneo modular concrete seating is now We are now able to supply Bellitalia and
RhinoGuard framework, which is developed available fitted with RhinoGuard technology. Sineu Graff planters fitted with RhinoGuard
to enable seating styles in various designs and A steel framework is cast into the product technology.
materials to be clad around it. during manufacture to add strength. Incorporating a steel RhinoGuard structure,
The product has been successfully crash The product has successfully stopped a 7.5t the planters can disable a 7.5t lorry at 50mph.
tested in accordance with the PAS 68 standard, lorry travelling at 40mph.
stopping a fully laden 7.5t lorry at 30mph.
The campaign has been developed in accordance with the ‘outer beauty, inner strength’ key message from which all materials have
been developed. The creative executions feature x-ray images that allow us to reflect this message by showing our PAS 68 products
in all their beauty but then revealing their inner strength: RhinoGuard Technology.
Full A4 PAS 68 brochure Website - Go live 4th April.
Incorporating the full range A new website dedicated to the RhinoGuard counter-
(bollards, shallow mount terrorism range has been developed. This will provide
bollards, planters, seating a rich repository of information and guidance that
and the Woodhouse Geo will educate our audiences on the subject of counter-
bollards, cycle stands and terrorism design and highlight that beauty and safety
litter bins). aren’t mutually exclusive.
• We want to make Marshalls synonymous with high-
quality, design-led and cost effective counter-terror
street furniture.
• The site includes:
- Educational resources on counter-terrorism design.
- Architects view on counter-terror design from
Peter Heath of Atkins.
- Library of crash test video footage.
- New products. We will be promoting our integrated
offer to make the Marshalls name synonymous
with design-led security solutions.
• A dedicated linked in group has been created for
counter-terrorism security professionals.
A4 PAS 68 brochure Access the site at www.marshalls.co.uk/pas68 PAS 68 website
Direct mail and email
Will be used to invite
people to the
Counter-Terror Expo
and the Marshalls
‘Creating Safer Spaces’
seminar, we will be
hosting in June.
Email 1 Invite to expo and Email 2 Follow up invite Email 3 Thank you A5 Acetate DM
seminar – 7th April & 19th May – 14th April – 25th April & 14th June

3. Campaign components continued
What are we doing to promote it?
Headline sponsors of the
Counter-Terror Expo 2011
- 19-20th April at Olympia.
• We have developed a number of
materials for the Counter-Terror Expo
that are consistent with the x-ray big
idea but that are also tailored to the
exhibition environment.
• 9,000 attendees will be carrying
Marshalls branded bags.
• The Marshalls video will be played in
all conference theatres.
• Banner on counter-terror website.
• Floor vinyls throughout Olympia
pushing people to our stand.
Once the nal fact has faded o screen then we Once the nal fact has fade
fade up the beginnings of the strapline. fade up the beginnings of t
www.marshalls.co.uk/pas68
Expo logo Floor vinyl’s Expo stand
IT’S BETTER THAN BEAUTIFUL DESIGN, IT’S BETTER THAN BEAUTIFUL DESIGN,
In the
atta current
ck
prop is neve climate,
our ortionate r far belo the thre
built at
com envi physical w the surfa of vehi
plex ronm coun ce, cle-b
As head challeng ent with ter-terro but desi orne
e. out
Still with the strapline onscreen we fade Still with the strapline onsc
Mar line esca r protectio g gnin
shal spon latin
The video opens on an x-ray of a skeleton,
coun ls belie sors g fear n into
Once the nal fact has faded o screen then we
stree ter-terro ves that of Counter is a
tsca rism
pe, with desi it’s poss -Terror
Trad
ition out gn seam ible to Expo 2011
like al vehi com inte
prom lessly into grate
through to the cut out x-ray image. through to the cut out x-ra
fortr ,
the esse cle barr ising
he acts much in the way of a presenter.
only s
of cras man – but thatiers can aest our ever
fade up the beginnings of the strapline.
heti yday
as well h-testedufacture ’s abo make our cs.
as opti stree r to ut to
offe chan cities look
mum t furniture r a fully ge. Mar
imp
act perf designeintegrat shalls
orm d ed rang is
ance for aest e
Stre . heti
ngth cs
ever ened
y
bee bollard, by our
n uniq
PAS successfuplanter ue Rhin
68 stan lly and
Whe dard crash-te seat in oGuard™
ther . sted our secu tech
eng
inee you’re an in acco rity nolo
can r, rdan range gy,
wor Mar arch ce with has
a beau k with shalls’ team , locaitect
tiful you the
secu at of expe l auth
rity every stag rt desi ority or
solu gn civil
tion e
with of a proj enginee
hidd ect rs
en stren to deliv
gths er
.
FIND
CAL OUT MO
L THE RE
MARSH AT WW
ALL W.MARS
S STR
EET HALLS
FUR .CO
NIT .UK
URE /PA
TEA S68 OR
M ON
087
0 061
997
6
IT’S BETTER THAN BEAUTIFUL DESIGN, IT’S BETTER THAN BEAUTIFUL DESIGN,
Banner on Expo homepage IT’S BETTER THAN BEAUTIFUL DESIGN,
A5 carrier bag insert Carrier bag
The camera pulls back slightly and we see Once the nal fact has faded o screen then we Still with the strapline onscreen we fade Which once this has fully appeared then the Which once this has fully ap
behind him also in x-ray a presentation board fade up the beginnings of the strapline. through to the cut out x-ray image. second half of the strapline replaces the rst second half of the strapline
MARSHALLS PAS68 featuring the product range title. half. half.
COUNTER TERROR
STREET FURNITURE
IT’S BETTER THAN BEAUTIFUL DESIGN, IT’S BETTER THAN BEAUTIFUL DESIGN, IT’S STREET FURNITURE WITH HIDDEN STRENGTHS. IT’S STREET FURNITURE WITH HIDDEN STRENGTHS.
Video storyboard sections As the skeleton raises his hand the camera Still with the strapline onscreen we fade Which once this has fully appeared then the The screen then changes to the endframe The screen then changes to
begins to pan over. through to the cut out x-ray image. second half of the strapline replaces the rst featuring CTA and logo. The CTA will vary featuring CTA and logo. The
MARSHALLS PAS68 half. TALK TO OUR COUNTER-TERROR TEAM depending onTO OUR COUNTER-TERROR TEAM at the
TALK whether it is onscreen depending on whether it is
ABOUT OUR FULL RANGE OF PRODUCTS. ABOUT OUR FULL RANGE OF PRODUCTS.
COUNTER TERROR stand or in the presentation hall. stand or in the presentation
STREET FURNITURE
STRENGTHENED BY STRENGTHENED BY
Ads - Between 14th April to 9th June. IT’S BETTER THAN BEAUTIFUL DESIGN,
IT’S STREET FURNITURE WITH HIDDEN STRENGTHS.
Thought Leadership Survey
• We have taken a partnership • We are using PR to position
Which once this has fully appeared then the The screen then changes to the endframe
approach with the most We pan fully across to see the x-ray version of
the Giove planter. second half of the strapline replaces the rst Marshalls as the thought-leader
featuring CTA and logo. The CTA will vary
MARSHALLS PAS68 half.
respected trade publications
COUNTER TERROR
STREET FURNITURE
TALK TO OUR COUNTER-TERROR TEAM
ABOUT OUR FULL RANGE OF PRODUCTS.
stand or in the presentation hall. in the industry and RhinoGuard
depending on whether it is onscreen at the
in the industry. as the best technology in the
• Ads will be running in both STRENGTHENED BY marketplace.
Architects Journal and New IT’S STREET FURNITURE WITH HIDDEN STRENGTHS.
• We are doing a survey in
Civil Engineer over the next The screen then changes to the endframe
association with AJ – with the
few months in order to elevate featuring CTA and logo. The CTA will vary chance to win an Ipad for those
TALK TO OUR COUNTER-TERROR TEAM depending on whether it is onscreen at the
our product/brand with the ABOUT OUR FULL RANGE OF PRODUCTS.
stand or in the presentation hall. that take part.
audience. • The results of the survey will be
• Key message for AJ – Beautifully published on the AJ website.
STRENGTHENED BY
Seat frame Ad Planter Ad
designed landscapes and CT
security measures are not
mutually exclusive.
• Key message for NCE – Make
Marshalls synonymous with
cost-effective, high quality,
design-led CT street furniture. Publications Thought Leadership Survey website

4. Campaign components continued
Industry seminar - 9th June.
The Marshalls ‘Creating Safer Spaces’ seminar held on the
9th of June at London City Hall will see leading figures
from a range of private organisations and governmental
departments join together to discuss the importance
of counter-terror products within our urban landscape.
Specifically, how innovative new measures can be blended
into the public realm in order to protect our population
from the evolving nature of vehicle borne terrorist threats.
• It is an exclusive event for 250 people to position
Marshalls as thought leaders with their key audiences.
• Confirmed speakers, Paul Forman from the CPNI, Peter
Heath from Atkins, Edward Freeman at Capita Lovejoy
and Gary Heward from MFD group, the most prominent
engineer in the industry.
Email invite and Direct mailer will be used to invite people
to the seminar.
Venue – City hall Pull-up banners

5. NEXT STEPS…
Throughout the duration of the quarter two Public Safety campaign and beyond, we need
to communicate to our customers that Marshalls is THE number one supplier of physical
security solutions and that counter-terrorism security and good quality design are no longer
mutually exclusive.
The areas seen to be at greatest risk from vehicle-borne terrorism are de ned as ‘crowded
places’, and the ‘critical national infrastructure’. It is important that we realise that almost all
of the areas we are already supplying our commercial products to on a daily basis, fall under
these banners.
Every public realm scheme, shopping centre, sports venue, hospital, police station, train
station, airport or iconic building we communicate with our customers about, can potentially
be classed as either a crowded place or critical infrastructure site.
We need to make every architect, planner, engineer, local authority and contractor working
on these schemes aware of our product o er and promote Marshalls as THE company to
speak to for design led physical security solutions.
For sites not necessarily requiring counter-terrorism protection, we should be promoting
our lower rated PAS 68 tested bollards for use to prevent criminal activity, such as ram-
raiding. They provide ideal protection to areas such as garage forecourts, petrol stations, cash
machines and doctor’s surgeries from criminal attack.
Where possible, we should be guiding customers to the new counter-terrorism products
website at www.marshalls.co.uk/pas68
We also need to communicate Marshalls’ headline sponsorship of Counter Terror Expo 2011
to all customers, encouraging them to pre-register for the event on the Expo website -
www.counterterrorexpo.com
Marshalls is the only manufacturer to offer a fully integrated range of design-led PAS 68
street furniture, developed for its aesthetics as well as counter-terrorist performance.
We believe that our security products not only provide proven protection but also
enhance the environments in which they sit, making us proud to talk to our customers
about our outer beauty, inner strength.