The let’s-bring-Santa without-bringing-the-stress special project 

WASHINGTON PRIME GROUP

Washington Prime Group (WPG) owns and manages more than 120 retail properties across the country. As part of its ongoing customer engagement efforts, the corporate marketing department creates on-site experiences that local marketing directors can implement at their properties to attract shoppers.

The Sensitive Santa event is tailored to children with special needs, allowing them to visit Santa in a calm environment outside of typical mall hours. When WPG wanted to grow, elevate and standardize the Sensitive Santa experience across all locations on a tight retail timeline, they turned to treetree.

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Our strategy work focused first on understanding children with autism and sensory sensitivities from the perspective of parents and marketing directors who have hosted this event in the past.

Armed with these insights, we created a start-to-finish event activation guide that went far beyond the one-stop Santa moment. We provided marketing directors with information and guidance to introduce Elf Guide concierges, snack stations, a craft corner and other enhancements, all thoughtfully designed for our audience.

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In addition to experience enhancements, and to further connect Sensitive Santa to WPG’s business objectives, we developed a persona-specific communication plan and sponsorship program. To better arm marketing directors, we also provided implementation tips, an activation timeline and checklist, a creative asset library and recommended messaging.

This comprehensive activation guide allowed WPG to create a consistent and cohesive Sensitive Santa experience across every state by providing marketing directors in every location with a blueprint for success. After resulting in unprecedented field engagement and attendance, this guide became the gold standard for all WPG events.