Confete Soiree & Play
A kid’s treat in a parent’s retreat.
Project Overview
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
%
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
- Uptown Fun for Your Little Ones.
- Imagination Lives Here.
- Sophisticated Fun.
- Upscale Recreation, Custom Celebrations.
- 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…