Chapel Hills Mall

Kids First Kids’ Club Brand Development and Event Marketing

Challenge: Leverage a secondary Chapel Hills Mall brand around “Kids First” that would support building a database of families with young children and create brand preference among participants. Build on the success of Kids First Safety Day – an annual event that draws more than 10,000 to the mall, making it a nucleus for creating a platform of engagement with families.

Solution: Extend the Kids First concept across multiple highly successful family events (Mall-O-Ween; Summer Fun Expo; Hop, Shop and Win) with a unifying visual brand identity and graphic standards. Pull the package together under a Kids First Kids Club structure that provided shopping incentives to participants who provided email addresses. Logo system features modular graphics and type treatments for all marketing materials to create a single brand for the Kids Club and family events, with the intent to increase patron participation, retention and loyalty.

Signature events drew between 2,000 and 11,000 people each in 2014. The Kids Club attracted 500 members in its first six months.

Marketing Media: Print advertising, onsite collateral, onsite signage, social media