Community
Harvest Festival
We were coming out of COVID and just beginning to gather again, and we wanted to design an experience that both celebrated this and made everyone feel safe.
Goal: Create an experience for the community to feel safe and have fun celebrating halloween, while connecting them with our brand.
Identifiable Branding
We branded this experience in a way that was distinct and also connected with the audience of our context. Colors and font were chosen in particular to be distinguished from any competing events in the area.
Additionally, our creative team designed elements that allowed us to create an entire campaign in the months leading up to the experience. From our social media to our print materials, there was cohesive look, feel, language, and content. This cohesion was also a strategic focus so that the audience was clear on what they could expect from this experience.
While this client frequently offered experiences, this was the first of it’s kind, and the success of it would inspire future experiences that followed a similar structure.
Increased Brand Reach
Our brand had a base audience and initial brand loyalty but the goal of this particular event was to increase brand awareness. Our target audience was children and families in the local community.
While we promoted the event in traditional ways, utilizing our social media following and paid advertisements, we also got creative and invited our base audience to be part of the strategic plan to increase brand awareness.
I worked with our design team to bring to life my vision to life of a perforated post card sent to our current audience that offered a built-in invite for their friends, neighbors, and family. It was accessible, easy, and stood out as innovative in this setting.
Increased Conversion Rate
In addition to increasing brand awareness, one of the KPIs we identified in designing this experience was to increase our conversion rate. In order to accomplish this, we designed incentive into the experience itself.
Upon arrival, every attendee received a branded goodie bag to collect candy (it was Halloween after all) and it contained strategic marketing materials, customized stickers, children’s toys, and a return incentive: if the child returned at a later date with the coupon, they received a prize. The response was a huge success!
This also gave us a baseline for future events: what to expect and the kind of data we should be looking at. Data and analytics wasn’t a top priority for this client initially but they began to see how critical it was to not only evaluating success but truly knowing their audience better.