Marketing Proposal - Play Your Way Thursday Campaign
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Transcript of Marketing Proposal - Play Your Way Thursday Campaign
Marketing Proposal
Play Your Way Thursday Branding Campaign
Miami & Tampa: Highlight Promotion
Panama City, Sebring & Mary Eshther: Introduce Promotion
Created by: Dan Christensen - 1/14/2014
Who?: GameTime Panama City, Sebring & Mary Esther (Primary)GameTime Miami & Tampa (Secondary)
What?: Play Your Way Thursday will be introduced our “game room” locations. (Primary)
Play Your Way Thursday will be a “highlighted promotion” at our Arcade & Family Restaurant locations (Secondary).
Where?: In-Mall “Game Room” locations (Primary).Arcade & Family Restaurant locations (Secondary).
When?: Every Thursday
Why?: Play Your Way Thursday will become GameTime’s 1st “Branded Promotion,” and will be available at all locations (except Vero Beach).
Overview
Created by: Dan Christensen - 1/14/2014
Created by: Dan Christensen - 1/14/2014
Objective
Announce & Explain - Highlight Promotion
PrimaryAnnounce & Explain
Panama City, Sebring & Mary Esther
GameTime’s “game room” locations currently have no in-venue promotions. Play Your Way Thursday will represent GameTime’s 1st “Brand Promotion.”
Announce: Communicate the launch of the PYW promotion. Objective is to build anticipation for a “cheap video game marathon session.”
Explain: Detail the deal, saving, timing and benefits.
SecondaryHighlight Promotion
Miami & Tampa
GameTime’s Arcade & Family Restaurant locations currently run this promotion. To unify messaging, Play Your Way will be highlighted as a “Signature Promotion.”
Highlight: Market PYW as GameTime’s first branded promotion. Concentrate advertising and messaging around PYW, via current marketing channels.
Created by: Dan Christensen - 1/14/2014
Target Audience
Primary: Gamers (14-34). Our core demographic are teens/young adults, who genuinely enjoy gaming. This demo typically has (multiple) video game console(s) at home. To encourage visiting GameTime, the offer of an “arcade marathon” is appealing. Similar to viewing TV, we culturally consume entertainment as a binge process₁.
Secondary: Families (Core Demographic). The centerpiece target audience of GameTime, across locations. Incorporating images of children playing together with parents will reinforce GameTime’s message. The objective is to appeal to “Gamers,” but reinforce the concept of “families that play together, stay together.” Ultimately, it is the parent that should be taking their children to GameTime.
Tertiary: Couples (Untapped Market Share). Future promotional campaigns will target couples (“GameTime makes for a Fun Date Night”). Certain marketing materials will highlight Play Your Way as cheap, but fun, date night entertainment. Incorporating “couples” images and “Date Night” copy on some materials will begin reinforcing this message.
₁ http://www.startribune.com/lifestyle/238655421.html
Created by: Dan Christensen - 1/14/2014
Advertising - Strategy
Direct Mailer
Demographic Criteria: 1. Household Income = 30k – 150k2. 5 Mile Radius Around Location 3. Residential Only4. No P.O. Boxes
Estimated CostMiami: 92,721 Mailers @
$14,835~ $21, 325
Tampa: 71, 470 Mailers @ $11,478
~ $16,481Panama City: 36,819 Mailers @ $ 5,891
~ $8,468Sebring: 7,138 Mailers @
$1,142~ $1,641
Vero Beach: 29,878 Mailers @ $4,780~ $6,871
Mary Esther: 29,104 Mailers @ $4,656~ $6,693
Bi-Weekly FunClub Newsletter highlighting PYW. Include coupon: “Buy 2 PYWs for only $20”
Bi-Weekly Flash Blast. Offer additional hour of game play for PYW.
In-Store Collateral
Display PYW posters at door, near bathroom, & at card host.
Display PYW table tent at restaurant & bar.
Street Team/Flyers
Print “ticket di-cut” flyers, with “Golden Ticket side (similar to GT Gives Thanks event flyer).
Distribute in Tampa, at Fiesta Day.
Distribute around location malls & Ybor once/week (2 hours).
Display on walls, columns, tables, and games at GameTime locations.
Social Media
Concentrate posting (Facebook, Twitter, Pinterest, Google+) on PYW.
Highlight promotion on GameTime – Brand Page
Announce & Explain on GameTime – Locations Pages
Created by: Dan Christensen - 1/14/2014
Advertising – Mock Ups
Direct MailerEmail In-Store Collateral
Street Team/Flyers Social Media
Created by: Dan Christensen - 1/14/2014Creative Brief
Title: Play Your Way Thursday Marketing Campaign Requested By: Dan ChristensenLocation: Corporate Due: 1/31/14 Type and Specs: Poster. In-Store flyers. Rack Card “promo” size. Direct Mailer. Email. S.M. posts (Facebook, Twitter, LinkedIn, Google+,
Pinterest). Need promotion logo as PNG to add to images, as needed.
Quantity: 1 each
Timing: PYW promo is being added to: Panama City, Sebring, Mary Esther locations. Will run every Thursday (exact hours TBD).
Target Audience: Primary: Gamers (14-34), looking for a deal on game play.Secondary: Families (typical GameTime audience).Tertiary: Couples, looking for a cheap date idea.
Overview: Play Your Way Thursday, a long-running staple of GameTime – Miami & Tampa, will be implemented into some of the
other locations (Panama City, Sebring, and Mary Esther). Marketing for these smaller venues will begin prior to promotion launch. To keep messaging uniform between all locations, Miami & Tampa will also concentrate their marketing on promoting Play Your Way Thursday.
Objective: Announce and Explain. Panama City, Mary Esther & Sebring currently run no promotions in-venue. Play Your Way would be the first iteration of a Special Deal at these smaller GameTime locations. As a GameTime staple (dating back to the original GameWorks days), Play Your Way has been wildly popular. “Up to 5 hours of game play for just $12,” is a unique Discount Promotion, that simply cannot be matched by GameTime’s competition.
Single Most Important Thing: “Up to 5 hours of video game play for just $12”
References: See ALL previous Play Your Way promotional collateral (including for GameTime & GameWorks).
What They Think? I wish GameTime had some discounts or special offers
We Want Them To Think? PYW Thursday is a great way to spend a Thursday night and save money having fun.
Mandatory: A Play Your Way Official Logo (png & psd watermark).
Considerations: Keep artwork and collaterals uniform in design and images. Play Your Way Thursday is becoming a “branded promotion,” and should be marketed and communicated uniformly throughout venues.