Entertainment & Leisure
Enhance brand awareness and increase park visits nationwide.
Jellystone Park's challenges were primarily rooted in a disconnection between franchisees and the parent brand. The absence of unified digital guidelines led to a disjointed and confusing customer experience. And without a digital strategy encompassing both the brand and its franchises, marketing efforts often overlapped, resulting in market cannibalization and weakened brand efficacy.
We implemented a digital co-op program enabling franchise parks to participate in a collective digital marketing effort that would promote both their individual locations and the global Jellystone brand. YOGI BEAR and all related characters and elements © & ™ Hanna-Barbera. (s19)
By leveraging organic social media strategies, the program aimed to increase engagement and build a strong community feel around each park, enhancing visibility and connection with the audience.
The campaign focused on directing significant traffic to "Book Now" options on individual park pages. While detailed tracking was limited beyond initial clicks due to the franchising model, this strategy was crucial in driving initial customer actions toward bookings.
A comprehensive approach was taken with multi-channel marketing, integrating social media, search engine marketing, and programmatic advertising to create a cohesive and dynamic promotional effort. This strategy ensured consistent messaging across all channels, significantly boosting revenue and enhancing the brand's market presence.
The digital co-op program transformed Jellystone Park's marketing approach, resulting in a 135% increase in park reservations, doubled brand awareness, and improved customer experience scores by 60%.
A cohesive brand strategy across all franchises significantly enhances the brand's market presence and customer loyalty.
Comprehensive digital strategies that include web, mobile, and CRM streamline operations and dramatically improve the customer experience.
Encouraging collaboration among franchisees under a unified digital strategy can lead to significant gains in both individual and collective goals.