Project Overview
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
Social Media Followers
as of February 2020
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
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…