PROJECT SCOPE
SITUATION
Bullwinkle’s had just finished a $6 million remodel of their facility. The remodel included additions that included a bowling alley, a bar and updates to their restaurant and exterior curb appeal. These updates were made to attract a new demographic of single adults between the age of 21-40.
OPPORTUNITY
The increase in the market share of adults enjoying entertainment centers similar to Bullwinkle’s provided an opportunity for Bullwinkle’s to tap into a market they haven’t previously marketed to.
PROBLEM
Bullwinkle’s had established itself as a premium fun center for families with younger children. In order to capture the new demographic of active 21-40 year olds, they needed a complete revamp of their marketing content.
GOAL
In Gear Marketing was to produce a new marketing video and marketing photos to target the new demographic of active adults aged 21-40, while still ensuring not to alienate their current demographics which included families with younger children.
STRATEGY
We helped Bullwinkle’s create a marketing content strategy to improve their marketing efforts. After a thorough discovery meeting, we began the strategy phase with consulting, market research, competitor analysis, and a detailed production plan.
STEPS:
- Discovery Meeting
- Marketing Research
- Competitor Analysis
- Production Plan
- Casting
- Logistics & Scheduling
COURSE OF ACTION:
We believed the best course of action was to produce content that focused mainly on adults 21-40 years old. In order to not alienate their current target audience of families, we included younger families but still kept the focus on the parents rather than the children.
THE SOLUTION
EXECUTION
With a strong strategy in hand, we were prepared to produce a new marketing video and marketing photos to target the new demographic of single adults aged 21-40 years old while ensuring not to alienate their current demographic of families with younger children.
CONTENT PRODUCED:
Produce a new marketing video
Keep the focus on adults, even when the adults are on screen with their children.
Produce new marketing photos
Provide a wide range of photos for all target audiences.
Produce new restaurant photos
Capture updated photos of the new restaurant and menu items
THE RESULTS
The marketing content that we delivered to Bullwinkle’s was used in multiple effective distribution campaigns. The results included an increase in restaurant and bar purchases, 21 & older events and new attraction attendance. The social reach of the marketing content produced over 100k video views and over 200 shares and tags on campaign post.
