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Target Fall National Week — Brand Activation

Client:

Target

Project:

Production

Focus:

Creative PM • Experiential Ops • Vendor & On‑site Management

Company:

Agency EA

Target Fall National Week — Brand Activation

Snapshot

  • Type: Nationwide internal brand activation tied to their "JOY" campaign. 

  • Format: Multi‑zone experiences (fabrication, F&B, entertainment, photo ops, interactive team‑building). 

  • Scope: Cross‑functional coordination across creative, production, and vendors to deliver cohesive, on‑brand moments. 

  • Risk Areas: Permits (live animals, food trucks, street closures), weather variability, food‑safety compliance. 


Outcome: Delivered multi‑day activations on schedule with zero safety incidents, reinforcing the JOY campaign message and elevating employee engagement.

The Brief

Create an internal, multi‑day experience that celebrates Target team members nationwide and amplifies the JOY campaign through immersive, on‑brand moments.

My Role

  • Orchestrated timelines, milestones, and deliverables across creative, production, and vendor teams.

  • Sourced, negotiated, and managed partners for food, entertainment, and fabrication.

  • Drove cross‑functional alignment and on‑site execution through detailed run‑of‑show, staffing plans, and load‑in/out logistics.

What I Built

  • Custom Fabrications: Branded installations & event structures across multiple activation zones.

  • Premium Food & Beverage: Curated elevated hospitality experiences.

  • Premium Giveaways: Managed sourcing and distribution of branded merchandise.

  • Signage & Wayfinding: Cohesive system aligned to the JOY campaign.

  • Entertainment & Attractions: Live performances and interactive experiences to drive engagement.

  • Photo Opportunities: Immersive set‑ups to capture/share the Target experience.

Complexity & Problem‑Solving

  • Regulatory & Permits: Secured city clearances for live animals, food trucks, and street closures; coordinated with legal and city agencies.

  • Weather Contingencies: Adjusted logistics and programming in real time to protect timelines and guest experience.

  • Food Safety: Standardized vendor SOPs and QA checks to maintain consistency and compliance across activations.

Process & Tooling

  • Built a centralized project tracker (timeline, dependencies, owners), a vendor matrix (SOWs, COIs, permits), and an on‑site ops kit (ROS, maps, contact trees).

  • Introduced simple dashboards to monitor readiness (permits, deliveries, signage, staffing) and day‑of checklists to keep load‑in/load‑out tight.

Artifacts

  • Run of Show (ROS): Hour‑by‑hour program and staffing plan.

  • Site Maps: Zones, circulation, back‑of‑house, emergency routes.

  • Permit Packet: Applications, approvals, COIs.

  • Vendor Briefs: SLAs, load‑in specs, power/F&B requirements.

  • Signage Schedule: Inventory, placements, install notes.

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