Sweet Martha's Cookies – Experiential Event Planning

Experiential event concept for Sweet Martha's Cookie Jar, combining on-site activation, storytelling, and customer engagement strategy.

Context

Sweet Martha's Cookie Jar, a beloved Minnesota State Fair institution, sought to expand brand visibility and engagement beyond their traditional fairground presence. This project developed a comprehensive experiential event concept for Tampa Riverwalk, leveraging strategic brand collaborations to create memorable, family-friendly experiences that extend the brand's reach to new markets.

Role & Responsibilities

• •Experiential Event Planning & Concept Development
• •Strategic Partnership & Collaboration Design
• •Budget Management & Resource Allocation
• •Promotional Strategy & Engagement Planning
• •Community & Environmental Impact Assessment

Presentation

Process

The event concept development began with strategic collaboration design, creating synergistic partnerships between Sweet Martha's Cookie Jar, Sesame Street, and Nike. I developed "Martha's Cookie Monster Carnival" as the central activation, designing interactive family-friendly experiences that highlight brand values while creating cross-promotional opportunities. The planning process included detailed budget management covering staffing, rentals, marketing, and giveaways, with regular financial projection reviews. Exclusive product concepts were developed, including a "Martha's Cookie Monster" sneaker line and themed merchandise to generate buzz across diverse audience segments.

Outcome

Delivered a comprehensive experiential event plan that significantly enhances brand visibility through collaborative appeal. The concept balances promotional goals with community impact, including partnerships with local businesses and charities in Tampa. Environmental responsibility was integrated through sustainable event practices including waste reduction and recycling initiatives. The event framework provides a replicable model for Sweet Martha's expansion into new markets while maintaining the brand's authentic, family-friendly identity.