Denise Konkol
WRITER•EDITOR•STORYTELLER
Case Study:
In-store concerts, collectible pins, 90 stores among 11 states. A creative team to pull it together and distribute to store managers. This was "Live Free," and it involved over 40 collateral projects, including mailers, in-store merchandising, specialty advertising...and unique challenges to get everything where it needed to be, on time, within budget. Mission: Accomplished.
Back to School Promotion
2001
A retailer with a more traditional audience of baby boomers turned its sites to a much younger demographic, and the impact needed to be bold, engaging, and effective.
The Market
The Message
Tapping into Gen Y's interest in individuality and orientation to social issues, the Carson Pirie Scott family of stores presented "Live Free" with live concerts by an up and coming band that appealed to the demographic, while also raising funds and awareness for SHINE, a nonprofit organization that encourages youth to use their voice and positively impact their world to Live Free from discrimination and confrontation.
The Results
Day of Event Sales
+23%
+46.7%
+125.7%
$74,500
Dollar amount raised for SHINE
Average sales increase in stores hosting live concert by Natural
Average sales increase in Junior's Department on day of event
Mayfair store increase in sales over previous year.
51,788
Pin packets sold in 4 week period
+9%
Comparable store sales, Junior's, Young Men's, Children's