Project Brief: To create a series of midweek, family-oriented activations designed to impact community perception and sentiment.

My involvement: 

• Logistics / planning – mobilized and developed a program within 4 weeks of date, with a set budget. Creatively maximizing the two day agenda. Focused on generating mid-week traffic.
• Creative – Naming, branding, design.
• Marketing – Conceptualized strategic approach and initiated a guerrilla-style marketing approach, utilizing social media, email marketing, brand ambassadors, word-of-mouth, and street marketing.

Results: Immediate on-site sentiment shift, repositioning center’s image, re-igniting community’s outlook and support of shopping mall. Activating mall through:

• Group Yoga
• Meet and Greet with Daniel Tiger
• Kid’s Fun Zone (oversized checkers, connect four game, and giant Lego
• Chance the Rapper sold-out concert ticket giveaway
• Retailer integration and participation through promotions