Confete Soiree & Play

A kid’s treat in a parent’s retreat.

Project Overview

Tasked with branding a play space opening across the country, our team helped turn a North Carolina dream into a reality. Below are some of my roles during the project.

My Roles

Market Research

Demographic research and target segment analysis

Brand Strategy

Conceptual development and grand opening rollout

Copywriting

Establishing brand voice & tone for website/social media copy   

Content Planning

Social media management and influencer outreach

Market Research

To better tailor the play space experience, we did a little research to understand the consumer.

%

of residents identify as Caucasian

%

($) median annual income

%

of residents prefer "luxury" brands

%

of residents consider an experience as a "gift"

%

of residents identify as Caucasian

%

($) median annual income

%

of residents consider an experience as a "gift"

%

of residents prefer "luxury" brands

SWOT Analysis

After conducting our research, we ran an audit to identify key touch points for the business.

Strengths

Aesthetic

Modern & Upscale

All-in-One Experience

Relative Location

Weaknesses

Niche Audience

Low Brand Equity

Child Age Range

Maintenance Costs

Opportunities

Foot Traffic

High Household Income

Transplant Population

Potential Audience Loyalty

Threats

Consumer expectations

Overbooking

Capacity Limit

Close Competitors

Launch Strategy

We had 6 months to plan and promote the grand opening happening on September 7th, 2019.

Phase 1 – Influencer Collaboration

(Mid June – Early July)

To help build credibility and trust in this new business, our team reached out to social media influencers in the North Carolina area. In showing influencers the “sophisticated fun” experience, they would promote play space on their personal profiles to their expansive follower base.

Phase 2 – Social Media Promo

(Mid July – Late August)

In preparation for the launch, we planned out a content calendar spanning 6 months which included scheduled posting times, relevant hashtag groups, and caption copy. Through daily engagement with followers and influencers, we amassed over 900 followers.

Phase 3 – Soft Launch

(Early August)

The grand opening for the play space was planned for September 7th with a soft launch opening on September 6th exclusively for influencers. While used as a promotional tactic, the soft launch was an excellent opportunity for the on-site photographer to capture shots for use on social media.

Brand Language

In establishing Confete as a modern, upscale, and elegant brand, it was crucial for the language to reflect luxury. 

Proposed Taglines

  1. Uptown Fun for Your Little Ones. 
  2. Imagination Lives Here. 
  3. Sophisticated Fun. 
  4. Upscale Recreation, Custom Celebrations. 
  5. A Kid’s Treat In a Parent’s Retreat. 

Website Excerpt #1

Sophisticated Fun

Welcome to Confetē Soirée & Play, a destination where children can explore a modern indoor playground, while parents can socialize in an upscale environment. A new way to play has come to Huntersville!

Website Excerpt #2

Our Mission

We strive to provide a fun and creative environment for children and a unique social oasis for parents, all within an elegant and upscale space. We promise to provide unforgettable experiences for kids and parents alike.

Social Media Performance

In the months leading to the grand opening, our team planned social media content and measured performance. Social media accounts were created on July 30, 2019.

Posted on August 7, 2019

People Reached

Impressions

Profile Visits

Posted on August 12, 2019

People Reached

Impressions

Profile Visits

Posted on August 16, 2019

People Reached

Impressions

Profile Visits

Key Takeaway

In the process of opening up the play space, I was able to gain real-world experience in branding, marketing, and strategy as a whole. From the initial brainstorm sessions with the client to the final weeks spent promoting the grand opening, this project presented itself as a moment for me to apply some of the previous marketing concepts I had been taught. As a copywriter, I polished my ability in establishing the brand tone and matching the language. As a strategist, I refined my abilities in ideation, implementation, and execution. And as a creative? Well, I was just getting started…