Project Overview

Neon Retro Arcade tasked us with developing a marketing plan that would reposition the business to attract more customers beyond the loyal demographic already established.

My Roles

Market Research

Demographic research and target segment analysis

Brand Strategy

Conceptual development and grand opening rollout

Graphic Design

Social media management and influencer outreach

Company Audit

Our team conducted an audit on the arcade’s current marketing tactics to identify any shortcomings for the company.

Social Media Followers

as of February 2020

Facebook

Instagram

Twitter

Current Marketing Tactics

what channels the company is currently utilizing to promote via the internet

Social Media Promotion

Current content is comprised of posts showcasing the space itself, announcing upcoming events, and revealing recently added games.

E-commerce Promotion

Reduced price promotion by bundling two hours of play for the price of one. Discounted promotion for hours of play are available as gifts for others.

Identified Shortcomings

incongruities found through audit

Low Follower Engagement

Avg. 15-30 comments per post 

Lack of Consistent Branding

No distinct visual style 

Targeting A New Audience

After conducting our audit of the organization, our team crafted our strategy to target COLLEGE STUDENTS. CSUN. being less than a couple blocks away, provided us with just the right audience…

Phase One

January – February 

Unlock Your Inner Child Campaign

The “Inner Child” initiative will be launched as a social media campaign targeted at college students between the ages of 18-25. This campaign focuses on having the consumer tap in to their inner child and re-live past memories that distract from the pressures of college life. With a minimal design, these ads will have a modern appeal towards the younger audience.  

Phase Two

Early March 

Neon Retro App Launch

Following the launch of the campaign, a newly-designed app will launch the following month to iOS & Android users. This app will coincide with the launch of a universal membership that tracks playtime, hi-scores, and current games. 

Phase Three

May –  July

Demo Station Pop-ups

A 3-month long promotional run involving a pop-up station featuring select titles will be organized on campus in areas known for heavy foot traffic. These stations would serve as an activity for reprieve from school-related stress. As participants interacted with the station, they would receive a promotional key-chain badge upon completion of the demo which they can redeem in store for free playtime.

Demo Station Concept

Loyalty Badge – Version 1

 

Loyalty Badge – Version 2

Measuring Our Success

By taking a look at some of the following KPI’s as measurements for success, we will be able to gauge the impact the of the campaign and make re-assessments wherever necessary.

Membership Activation Rate

Taking note of this measurement, we can note what percentage of customers purchased playtime within 60 days of sign-up.

Early Repeat Rate

Using this rate, we can measure customer loyalty by analyzing the percentage of customers to make a repeat purchase following their initial post-signup purchase. 

Social Media Engagement

If we see a spike in social media impressions, reach, and followers, we can measure the plan as a success and to the extent of efficacy. 

Key Takeaway

This project not only presented an amazing opportunity to develop a marketing plan supported by unconventional brainstorming, it allowed for me to venture outside the wheelhouse of usual work and into the design world. For just a couple weeks, I was a graphic designer! Bridging the gap between marketing and design created the perfect catalyst of creativity for me to bring the team’s vision to life. In creating the campaign ads, I became more impassioned to pursue a career in the advertising business. At the same time, the process of designing the mobile app UI opened my eyes to a new area of interest