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Mapleview Shopping Centre Community Outreach

There is nothing better than being part of a good cause and we were proud to assist Mapleview Shopping Centre in their execution of the “Project Prom” Dress Drive program. We were asked to lend our marketing & event expertise to help build a successful collection drive and build a pop-up retail store inside the mall to act as a distribution hub for the free dress giveaway. Really, who doesn’t want to have a hand in pop-up retail??? Fun!

Project Prom was born as a unique prom wear drive, designed to meet the need of those from the community who needed that special item for their special prom or grad and didn’t have the means to purchase a brand new style!

We were given a 1,000 square feet of empty space and transformed it into the Dream Big Dress Boutique, a fully-functional and discreet dress boutique, which looks and operates like any other retail operation, with one important difference… All the inventory is free! Midfield’s design team completely renovated store space at Mapleview, ensuring it not only turned heads, but maintained the stylish standard we’ve come to expect from this great brand. In addition to renovating the store, Midfield also spearheaded dress collection efforts, building an in-mall collection armoire, managing an outreach program to build awareness, architecting the digital contest application and lending a creative hand with various design pieces. A well thought out program aided by a media launch ensured a consistent message was relayed to all in Mapleview’s primary and secondary trade communities.

Over 580,000 impressions were achieved during the campaign. And thanks to the community a vast selection of dresses were donated, ensuring hundreds of worthy individuals were able to enjoy their special prom or grad day in style.