Tell me about a time you planned and executed a mall or retail event from start to finish. What was the event, and how did you manage the process?

Situation

At my previous role as Marketing Assistant for a retail chain, our flagship store needed a back-to-school campaign to boost foot traffic and sales during the usually slow midweek period.

Task

I was tasked to conceptualize and execute a week-long in-store event with activities, promotions, and partnerships, within a limited budget of PHP 50,000.

Action

I started by researching popular school-year trends and proposed a 'Study Squad' themed event with a pop-up study lounge, discount bundles, and a social media contest. I coordinated with the visual merchandising team to design the in-store setup, sourced local school supply vendors for cross-promotions, and created a timeline and budget tracker. I also drafted promotional materials and briefed store staff to upsell event-specific promos.

Result

The event increased foot traffic by 30% compared to the previous week, generated a 25% uplift in school-related product sales, and gained 200+ user-generated entries for the social media contest, exceeding our engagement target by 40%.