The Wow Factory Advertising Campaign Essay
The Wow Factory Advertising Campaign
1. EXECUTIVE SUMMARY
The The Wow Factory is a 22,000 square foot family entertainment center located in Coconut Creek, Florida. It emphasizes hospitality, safety, cleanliness and a card swipe system for all games and attractions. Experience more than 50 games and attractions including Laser Tag, Ballocity, Adventure Climbing Wall, Sky Rope Course, Laser Frenzy and video and redemption games. Features also include the Nuts & Bolts Eatery, Lil’ The WOW Factory toddler area and birthday party and special event rooms. It will be an amazing, awesome, fun experience for building bigger smiles and memories. The Wow Factory is open Monday through Thursday from 10am to 9pm, Friday and Saturday 10am to 10pm and Sunday 10am to 6pm. Located at 5891 Lyons Road, Coconut Creek, Florida 33073, north of the Sawgrass Expressway in the El Dorado shopping center.
The ultimate goal for the advertisement campaign is to increase awareness of The WOW Factory’s Holiday extravaganza. Increasing floor traffic and in stores sales by 10%, incorporating customer reward programs, and using promotional advertising are also objectives for the campaign. This campaign will promote on-site activities, entertainment, and the Nuts & Bolts Eatery, which will help develop this local family entertainment center top be a top family destination and as a result customers will want to spend more to get more out of The WOW Factory.
The primary target market consists of customers living in South Florida. Customers should come from anywhere in Dade County, Broward County, and Palm Beach County. Families, who have children ages 2 and up. This includes generation X and Y for primary targets. The primary target market should consist of people with an interest in fun family oriented activities. The secondary target market consists of schools, camps, and church groups. Because the WOW Factory is a family entertainment center open all throughout the year such as in the summer and in winter break, opportunities for schools, camps, and church groups to bring their children is much greater.
The campaign will use a variety of advertisements to promote The WOW Factory facility. Through direct mail flyers will be handed out to families who live in the Broward County area. Social media and online advertisements will run all throughout the month of December. Radio FM advertisements promoting The WOW Factory will be set to take place in the morning on the Y-100 radio, station. Transit advertising will also be used. Local Transit buses around the Boca Raton area will promote The WOW Factory with its full back advertising option.
All advertisements will be done during the month of December. The first week social media advertisements will be showing ongoing holiday promotions. Social media outlets include Facebook, Twitter, Instagram, and Coconut Creeks local newsletter online. The following week advertising on Radio Station Y-100 and have Kenny and Footy promote The WOW Factory Holiday Extravaganza during the morning drive time. Week three will be when direct mail flyers will be sent to most households in Ft. Lauderdale, Coconut Creek, Boca Raton, and other Broward County cities. The final week transit advertising on buses will drive all over the Broward County area promoting The WOW Factory.
Advertisements will require a reasonably priced budget. The campaign’s total cost will come up to the amount of $5,600. It will consist of well thought out scheduled promotions and advertisements that will maximize the costumers responses.
This campaign will also allow branding of The WOW Factory’s name with classic family entertainment centers such as Chuck-e-Cheese. The facility will be able to gain more publicity, which will result in increased sales. Customer Loyalty Programs will be an additional benefit for the costumers who come back to visit. The WOW Factory, is South Florida’s premiere family entertainment facility.
The WOW Factory is a South Florida destination for Family Fun and Entertainment. It is located at the El Dorado plaza in Coconut Creek, Florida on Lyons Rd right next to the Sawgrass Expressway. Alongside the WOW Factory there is an El Dorado, a nail salon, a dance studio, and a childcare facility. Kids are having the time of their lives enjoying all of the attractions at The WOW Factory. This consist of the Industrial Indoor Playground known as Ballocity, Rock Wall, Laser Tag, maneuvering through our Laser Frenzy Zone, testing their courage as well as their skills on our high in the sky ropes course, and of course all the video games and prizes a child could ever want! There is even a place for the toddlers in the separate area called the WOW Gym. Prices vary on certain factors such as the number of people participating, time you plan on spending, and what activities you would like to participate in. Basic pricing includes four packages.
First there is the Lil’ Factory worker worth $11.95, which includes an all-day pass to Ballocity and the WOW Gym. Then there is the Junior WOW Pass worth $21.95, which allows two hours of unlimited attractions, but does not include arcade points. Another option is the WOW Pass Pro worth $29.95, which includes all day unlimited attractions, but does not include arcade points. Finally the all-inclusive package known as the CEO has a value of $49.95, this includes an all-day unlimited pass on attractions and consist of 125 game credits (which has a $30.00 value). The WOW Factory is also a great destination to have children’s birthday parties. There are four basic party packages. A Plus-one Package worth $399, which includes: Ballocity Unlimited + One attraction, is up to 12 birthday guests, a party host for 2 hours,(2) Large Pizzas,(2) pitchers of drinks, (1) Cupcake per guest, a Gift for Birthday Child, Evite Invitations, goodie bags for each guest, and $10 worth of “game play” (40 points) on souvenir card for each birthday guest For any additional party guest it would cost $22.00 per child.
A Plus-Two Package worth $449, includes: Ballocity Unlimited + Two attraction, is up to 12 birthday guests, a party host for 2 hours, (2) Large Pizzas, (2) pitchers of drinks, (1) Cupcake per guest, a Gift for Birthday Child, Evite Invitations, goodie bags for each guest, and $12 worth of “game play” (48 points) on souvenir card for each birthday guest. Any addition guest(s) would cost $22.00 per child. Another option for a party package is a Club WOW Party worth $315, which is primarily for children 11 years old and up, it includes: Unlimited Attractions, is up to 6 birthday guests, (2) Large Pizzas and pitchers of drinks, (1) Cupcake per guest, Evite Invitations, and $15 worth of “game play” (60 points) on souvenir card for each birthday guest.
This party is exclusively for Friday and Saturday evenings, and for any additional guest cost $30.00. Finally there is a party package for toddlers’ known as a WOW Gym Party valued at $375, which is primarily for 1-4 year olds. This package includes: structured age appropriate games and relays, circle time with parachute, puppets and songs, is up to 18 birthday guests, (1) Cupcake and (1) Juice box per guest, Evite Invitations, Gift for Birthday Child, $5 worth of “game play” (20 points) on souvenir card for each birthday guest, and at the conclusion of the party, guests are welcome to play in the “Ballocity” playground.
3.Objectives of the Campaign
1. Increase floor traffic
2. Incorporate a customer reward program
3. Increase in stores sales by 10%
4. Use Promotional Advertising
4. Identification of the Target Market
A) Primary Markets-
Making sales varies on the customers that are drawn to the location. They are the primary market, which can be evaluated into three different categories: geographic, demographic, and psychographic.
In terms of geography, the WOW Factory should target customers living in South Florida. Customers should come from anywhere in Dade County, Broward County, and Palm Beach County. Demographically, the WOW Factory should target families, who have children ages 2 and up. Young adults and teenagers should also be targeted. This includes generation X and Y for primary targets. Psychographically, the primary target market should consist of people with an interest in fun family oriented activities.
B) Secondary Markets
The secondary market consists of schools, camps, and church groups. Because the WOW Factory is a family entertainment center open all throughout the year such as in the summer and in winter break, opportunities for schools, camps, and church groups to bring their children is much greater.
Schools should be a secondary market because of their afterschool programs filled with children eligible to go to WOW Factory as an option. Schools also have the option of field trips through out the year to take their children. An example of a school that frequently visits the WOW Factory is Winston Park Elementary. Childcare camps should also be in target because of the easy option to take as a trip during school breaks. In addition to schools and camps there are church groups that can be targeted because of the family oriented entertainment at the WOW Factory.
5. Advertising Media
Advertising will be through direct mail to any customers who sign up for a loyalty program. Those who live in the Broward County area will receive flyers. Social Media/ Online- Online promotions for The WOW Factory’s Holiday extravaganza on outlets such as Facebook and the local online newsletter.
Advertisements promoting The WOW Factory will be set to take place in the morning on the Y-100 radio, station. Transit- Local Transit buses around the Boca Raton area will promote The WOW Factory with its full back advertising option.
6. Schedules of Advertising
Advertising will take place during the month of December.
Social Media advertisements will be showing ongoing holiday promotions. Social media outlets include Facebook, Twitter, Instagram, and Coconut Creeks local newsletter online. Week 2
Advertising on Radio Station Y-100 and have Kenny and Footy promote The WOW Factory Holiday Extravaganza during the morning drive time. Week 3
Direct Mail Flyers will be sent to most households in Ft. Lauderdale, Coconut Creek, Boca Raton, and other Broward County cities.
I will use transit advertising on buses as they drive all over Broward County to promote The WOW Factory.
7. Schedules of all Sales Promotion Activities Planned
Starting of the promotional sale will be the advertisement of The WOW Factory’s CEO Pass 20% off from Double-Take-Deals on online coupon. This will increase the number of visitors with larger families. Week 3-
To generate excitement The WOW Factory will offer a Drawing to win a trip to Disney World for a weekend for a family of four (2 adults and 2 children), with all expenses paid. Use of radio station 100.7 and have Ron and Paul in the morning show to promote the sale and Disney trip drawing. All 8 weeks-
An online customer reward promotion with a monthly Promotional Sale by advertising The WOW Factory’s WOW Pass Pro at 50% off Sale from Double-Take-Deals on online coupon. Yearly Promotion A special private sale promotion will be offered to any children who come the day of their birthday (with proof either with birth certificate or passport). This “preferred child” will be given a free entrance pass equivalent to the CEO Pass. Direct Mail flyers, I will have mailed this special invitation to my customers home 1 week prior to the event.
1. Direct Mail Advertising
Using UPS direct mail for all residential and business locations, Routes 33073-R045
2. Social Media/ Online Advertising
Pop up adds on Google along with Open Facebook & Instagram accounts, running through out December
$325 x 2 weeks= $650
3. Radio FM Advertising
Advertisements will run 30 seconds at a time between 7:00-9:00; Monday – Friday
$950/30 sec x 3= $2,850
4. Transit Advertising
Buses as they drive in a range throughout Broward County to promote The WOW Factory for a four week period
$550 x 4 weeks= $1,250
TOTAL ADVERTISING BUDGET
9. Statement of Benefits to the Client/Advertiser
The WOW Factory is committed to providing the customers with an outlook of what could be an excellent family entertainment experience. A vital objective for implementing this Ad campaign is to increase floor traffic and exposure for the store, while promoting the brand name of The WOW Factory throughout South Florida. Another reason why the advertisements are being implemented is to incorporate a customer reward program. This generated excitement and increases the numbers of families coming to The WOW Factory. Along with reward programs being offered The WOW Factory will increase in store sales by 10%. It is essential in trying to get the costumers to come back and visit. Branding The WOW Factory with classical family entertainment center such as Chuck-e-Cheese, will transform from a local family entertainment center to South Florida’s premiere family entertainment facility.
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5. The Wow Factory. (n.d.). Retrieved November 24, 2014, from http://wowfactoryfun.com 6. Bus Advertising and Bus Stop Shelter Advertising – Bus Ads in 200 Markets. (n.d.). Retrieved November 7, 2014, from http://www.bluelinemedia.com/bus-advertising