Marketing Proposal - Play Your Way Thursday Campaign

Marketing Proposal

Play Your Way Thursday Branding Campaign

Miami & Tampa: Highlight Promotion

Panama City, Sebring & Mary Eshther: Introduce Promotion

Created by: Dan Christensen - 1/14/2014

Who?: GameTime Panama City, Sebring & Mary Esther (Primary)GameTime Miami & Tampa (Secondary)

What?: Play Your Way Thursday will be introduced our “game room” locations. (Primary)

Play Your Way Thursday will be a “highlighted promotion” at our Arcade & Family Restaurant locations (Secondary).

Where?: In-Mall “Game Room” locations (Primary).Arcade & Family Restaurant locations (Secondary).

When?: Every Thursday

Why?: Play Your Way Thursday will become GameTime’s 1st “Branded Promotion,” and will be available at all locations (except Vero Beach).

Overview

Created by: Dan Christensen - 1/14/2014

Created by: Dan Christensen - 1/14/2014

Objective

Announce & Explain - Highlight Promotion

PrimaryAnnounce & Explain

Panama City, Sebring & Mary Esther

GameTime’s “game room” locations currently have no in-venue promotions. Play Your Way Thursday will represent GameTime’s 1st “Brand Promotion.”

Announce: Communicate the launch of the PYW promotion. Objective is to build anticipation for a “cheap video game marathon session.”

Explain: Detail the deal, saving, timing and benefits.

SecondaryHighlight Promotion

Miami & Tampa

GameTime’s Arcade & Family Restaurant locations currently run this promotion. To unify messaging, Play Your Way will be highlighted as a “Signature Promotion.”

Highlight: Market PYW as GameTime’s first branded promotion. Concentrate advertising and messaging around PYW, via current marketing channels.

Created by: Dan Christensen - 1/14/2014

Target Audience

Primary: Gamers (14-34). Our core demographic are teens/young adults, who genuinely enjoy gaming. This demo typically has (multiple) video game console(s) at home. To encourage visiting GameTime, the offer of an “arcade marathon” is appealing. Similar to viewing TV, we culturally consume entertainment as a binge process₁.

Secondary: Families (Core Demographic). The centerpiece target audience of GameTime, across locations. Incorporating images of children playing together with parents will reinforce GameTime’s message. The objective is to appeal to “Gamers,” but reinforce the concept of “families that play together, stay together.” Ultimately, it is the parent that should be taking their children to GameTime.

Tertiary: Couples (Untapped Market Share). Future promotional campaigns will target couples (“GameTime makes for a Fun Date Night”). Certain marketing materials will highlight Play Your Way as cheap, but fun, date night entertainment. Incorporating “couples” images and “Date Night” copy on some materials will begin reinforcing this message.

₁ http://www.startribune.com/lifestyle/238655421.html

Created by: Dan Christensen - 1/14/2014

Advertising - Strategy

Direct Mailer

Demographic Criteria: 1. Household Income = 30k – 150k2. 5 Mile Radius Around Location 3. Residential Only4. No P.O. Boxes

Estimated CostMiami: 92,721 Mailers @

$14,835~ $21, 325

Tampa: 71, 470 Mailers @ $11,478

~ $16,481Panama City: 36,819 Mailers @ $ 5,891

~ $8,468Sebring: 7,138 Mailers @

$1,142~ $1,641

Vero Beach: 29,878 Mailers @ $4,780~ $6,871

Mary Esther: 29,104 Mailers @ $4,656~ $6,693

Email

Bi-Weekly FunClub Newsletter highlighting PYW. Include coupon: “Buy 2 PYWs for only $20”

Bi-Weekly Flash Blast. Offer additional hour of game play for PYW.

In-Store Collateral

Display PYW posters at door, near bathroom, & at card host.

Display PYW table tent at restaurant & bar.

Street Team/Flyers

Print “ticket di-cut” flyers, with “Golden Ticket side (similar to GT Gives Thanks event flyer).

Distribute in Tampa, at Fiesta Day.

Distribute around location malls & Ybor once/week (2 hours).

Display on walls, columns, tables, and games at GameTime locations.

Social Media

Concentrate posting (Facebook, Twitter, Pinterest, Google+) on PYW.

Highlight promotion on GameTime – Brand Page

Announce & Explain on GameTime – Locations Pages

Created by: Dan Christensen - 1/14/2014

Advertising – Mock Ups

Direct MailerEmail In-Store Collateral

Street Team/Flyers Social Media

Created by: Dan Christensen - 1/14/2014Creative Brief

Title: Play Your Way Thursday Marketing Campaign Requested By: Dan ChristensenLocation: Corporate Due: 1/31/14 Type and Specs: Poster. In-Store flyers. Rack Card “promo” size. Direct Mailer. Email. S.M. posts (Facebook, Twitter, LinkedIn, Google+,

Pinterest). Need promotion logo as PNG to add to images, as needed.

Quantity: 1 each

Timing: PYW promo is being added to: Panama City, Sebring, Mary Esther locations. Will run every Thursday (exact hours TBD).

Target Audience: Primary: Gamers (14-34), looking for a deal on game play.Secondary: Families (typical GameTime audience).Tertiary: Couples, looking for a cheap date idea.

Overview: Play Your Way Thursday, a long-running staple of GameTime – Miami & Tampa, will be implemented into some of the

other locations (Panama City, Sebring, and Mary Esther). Marketing for these smaller venues will begin prior to promotion launch. To keep messaging uniform between all locations, Miami & Tampa will also concentrate their marketing on promoting Play Your Way Thursday.

Objective: Announce and Explain. Panama City, Mary Esther & Sebring currently run no promotions in-venue. Play Your Way would be the first iteration of a Special Deal at these smaller GameTime locations. As a GameTime staple (dating back to the original GameWorks days), Play Your Way has been wildly popular. “Up to 5 hours of game play for just $12,” is a unique Discount Promotion, that simply cannot be matched by GameTime’s competition.

Single Most Important Thing: “Up to 5 hours of video game play for just $12”

References: See ALL previous Play Your Way promotional collateral (including for GameTime & GameWorks).

What They Think? I wish GameTime had some discounts or special offers

We Want Them To Think? PYW Thursday is a great way to spend a Thursday night and save money having fun.

Mandatory: A Play Your Way Official Logo (png & psd watermark).

Considerations: Keep artwork and collaterals uniform in design and images. Play Your Way Thursday is becoming a “branded promotion,” and should be marketed and communicated uniformly throughout venues.