The Trellicor Group e-newsletter April 2009 www.trellicor.co.

za
Roll-Up Serranda Trellidor Kimber- Trellidor on the
Inside
Coroma supplies Trellidor goes
at Melrose Arch unique doors digital ley sponsorship internet

this issue: Page 1 Page 3 Page 4 Page 5 Page 6

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 congratula-
tions 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.
 The Core April 2009 Page 2

The Roll-Up Serranda brand has, for the first time, been exposed in a consis-
tent and meaningful way to its key target audiences such as architects and speci-
fiers. Their advertising campaign began in July 2008 in selected magazines such
as Architect & Builder, Architect & Specificator, Architecture SA, Leading Archi-
tecture 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 Bon-
ner. “Our plan for 2009/10 is to refine our initial selection of magazines and con-
tinue 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 pub-
lished an 8-page insert on Roll-Up Serranda,” said Brand and PR Manager Char-
lene 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 buy-
ing copies, contact Sales & Marketing
Executive Kevin Bonner on 011 494
5809.

In addition to the brand building cam-

Pictured above is one of the adverts placed in archi-
paign, 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 pres-
ence 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.
 The Core April 2009 Page 3

Coroma is manufacturing an increasing number of custom-designed

garage doors for homes around the country. “We‟ve got the capabil-
ity to produce these one-offs and have designed them in conjunction
with customers to suit the style of the home or a particular architec-
tural 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.
 The Core April 2009 Page 4

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 bill-
board 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‟ chal-
lenge,” said Brand and PR Manager Charlene Erasmus. “Because it was
animated it really attracted the attention of the large crowd that attended 1
the festival.”

To see the digital billboard in motion, click on the file ‘Digital Bill-
board’ 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 Trelli-
dor to reveal the logo and contact details.

The picture below shows the full extent of the digital billboard and the 2
great exposure it had due to its location on the main rugby field.

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 Co-
ordinater), Carolyn Morris (Receptionist), Mary Bennett
(Office Supervisor) and Mike Coburn (Senior Sales Consult-
ant)
Not pictured here are the following Roll-Up Serranda Cape
Town staff members:
Bob Hulsman (Consultant), Taswel Buttress (Sales Consult-
ant), Theresa Stuart (Sales Consultant) and Dave Ferguson
(Debt Collector).
Welcome to all of you from the Trellicor family!
 The Core April 2009 Page 5

Trellidor’s Durban head office at Phoenix Indus-

trial Park recently installed much-needed new sign-
age (pictured right and below). An enormous bill-
board has also been erected on the perimeter fenc-
ing 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, Noord-
kaap. In the press cutting on the right, Franchisee Jaque Marais, is pic-
tured (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 festi-
val 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!
 The Core April 2009 Page 6

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’ - note Trellidor’s position in the listing:

K eep those contributions to The Core coming. We’d love to hear from you. Send
your information to editor Lindy Barry :
Email lbarry@trellidor.co.za Fax 0866369785 Telephone 011 453 9304
Want to add someone to our e-
mailing list? Send their email
address to Elizabeth Longbot-
tom at head office on :
elongbottom@trellidor.co.za