Adv420(final presentation)
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This document outlines a marketing plan for Cedar Point amusement park. The plan aims to increase online ticket and season pass sales by promoting Cedar Point's fun and thrilling brand across various digital channels. Specific tactics proposed include running photo contests on Facebook, setting up check-ins on Foursquare, boosting engagement on Pinterest boards, running targeted Google AdWords campaigns, and allocating most of the $75,000 budget to PPC advertising during peak season. Success will be measured by increases in online ticket sales and social media interactions year-over-year.
Adv420(final presentation)
- 1. Meghan Patterson ADV420 Final Presentation
- 2. Overview Cedar Point is known as America’s Roller Coast. They are best known for their record breaking roller coasters and thrill rides. They are seen as a fun, energetic brand that love a thrill and having a good time It is also a great place for families to go together for an escape that isn’t necessarily far from home.
- 3. Goals Challenges To increase the number People are cutting back of online sales of on unneeded spending season passes and due to the economy. single visit tickets. Not every piece of their Create continuity across marketing efforts has channels of a fun, the same voice or adventurous and thrill personality seeking brand that is fun for the whole family.
- 4. Overarching Message I want to make their fun, exiting brand personality show across their media channels by adding a little bit of flair. Visiting Cedar Point is all about the experience and the thrill and so we want express that in the social media presence.
- 5. Facebook Foursquare On-ride photo contest Set up locations for individual Fans will be asked to submit rides allowing visitors to check their favorite/funniest on-ride in while waiting in line, interact photo with each other and collect Top 25 as picked by Cedar Point badges. will be posted in an album. Also offer discounts at certain The picture with the most votes refreshment stands around the wins a 4 pack of season passes park if a visitor checks in.
- 6. Pinterest They have started a Pinterest, however each board has a sad number of pins. Need to increase the interaction as well as add boards that are more follower interactive such as guessing a location based on a close-up picture.
- 7. Google AdWords Cedar Point is a very technology savvy company, and they have to be; they’re in the business of offering the best and latest in thrill rides and family fun. So why shouldn’t they have an online marketing strategy that’s cutting edge too? Ad groups would include Roller Coasters Parks Waterpark Location Family Ticket Sales
- 8. Budget & Timeline This is a seasonal business so most of the heavy pay per click would be done between April and June when the highest season pass sales occur. We also want to keep interest going throughout the open season as well as at off time to get the audience excited. Based off a total marketing budget of $250K the budget for this digital campaign would be approximately $75,000. 1% of the budget should be for local search visibility 11% for SEO for Ecommerce 74% for PPC, 5% for email 9% for online PR to have the most impact for the seasonality of Cedar Point’s business.
- 9. Metrics of Success We will ultimately measure success by the difference in online tickets sales from one year to the next. We will also track conversations about Cedar Point online and the amount of interaction occurring on the social media channels.