Retail Marketing

Event Marketing. Tenant Collaboration.

The Triangle Town Center Trick or Treat Extravaganza revitalized community engagement, supported Saks through strategic integration, and fostered collaborative participation among tenants.
The Triangle Town Center Trick or Treat Extravaganza aimed to rejuvenate community engagement and enhance the mall’s image, particularly emphasizing support for Saks through strategic event integration. A comprehensive strategy encompassed on-site activations such as radio remotes with prize giveaways, candy stations both managed by the mall and tenant-participated, and engaging activities like pumpkin painting and jumbo games. Frozen and Star Wars characters added a touch of Disney magic, while a digital selfie area and custom selfie art installation encouraged interactive experiences. Saks received direct integration through title sponsorship, proximity marketing, and product placement, culminating in premium gift card giveaways. Tenant participation was encouraged with weekend sales and candy giveaways, fostering a collaborative atmosphere.

Promotion strategies leveraged digital media buys, radio broadcasts, social media engagement, mobile database building, influencer partnerships, and prominent signage throughout the mall. The event garnered significant results, with over 2500 attendees and positive feedback from Saks, vendors, and shoppers. Impressively, digital and social media reach exceeded expectations, with Facebook posts reaching over 22,000 people and the event page engaging nearly 40,000. Furthermore, the mobile database saw 380 new opt-ins, indicating successful engagement strategies. Radio broadcasts reached a substantial audience, contributing to the overall success of the event. Overall, the Triangle Town Center Trick or Treat Extravaganza achieved its objectives, revitalizing community interest and solidifying Saks’ presence within the mall’s marketing initiatives.

Recipient: Saks Fifth Avenue, Triangle Town Center, NC – SREG, Syracuse NY
Category: Event Marketing, Tenant Marketing
My Role: Strategy, Creative Direction, Design, Event Management
Photography: Jessica Crawford, Raleigh NC

* this project was proudly executed and completed during Andre Ivanchuk's tenure at SpinosoREG, and does not necessarily reflect the views or opinions of past, current or future affiliations