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Client: Premier Attractions Management L.L.C. SC4843 Strategic Communications Campaigns, Spring 2011


Introduction

What is Novel Idea Novel Idea is a cohesive unit set on achieving the most effective and efficient advertising campaign for Premier Attractions Management LLC. The team is made up of 6 highly trained individuals, all with different strengths and capabilities.

Our Team Ashlee Harris Team Leader, Media Plan and Budget Tyler Lenz Situation Analysis Jason Ervin Research Josh Higgs Creative and logistics Clint Giwer Creative Steven Kochenower Sales Promotions and Public Relations

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Premier Attractions Management LLC contracted Novel Idea to formulate an advertising campaign for the parks under their umbrella, Frontier City, White Water Bay and SplashTown. The campaign will drive summer attendance and season pass sales while also generating loyalty from target consumers. The quest to transform the monotony of normal life begins here.


Table Of Contents Situation Analysis Page 4

Research Page 8

Problems & Opportunities Page 12

Marketing Strategy Page 13

Media Page 14

Media Flowchart Page 16

Creative Strategy Page 18

Creative Executions Page 19

Sales Promotions & Public Relations Page 26

Budget Page 30

Closing Page 31

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Situation Analysis Premier Attractions Management L.L.C. Premier Attractions, originally a real estate company called Tierco Group, Inc., operates out of Oklahoma City, Oklahoma. It purchased Frontier City in 1982 for $1.2 million. In 1984, Tierco hired a professional in the amusement park industry, Gary Story, who spent around $39 million improving Frontier City. In 1991 it purchased Oklahoma City’s White Water waterpark, which would later become White Water Bay. The company realized that in order to boost a park’s attendance, new rides must be frequently introduced, and the parks need to have a more attractive appeal for families. In 1996, nearly 8.8 million people visited Premier’s parks, making it the second largest chain in the world by attendance. In 1998 Premier purchased the 12-park Six Flags chain from Times Warner and

Boston Ventures. Premier Attraction’s mission is to be the very best theme park company in the world by focusing its attention on its guests’ experiences and striving to create family fun and fond memories. For this campaign we will focus on driving attendance, especially during the summer time, and increase the sales of season passes while encouraging existing season pass holders to renew each year. Currently, there is a limited time offer on season passes to Frontier City and White Water Bay. Customers can get their 2011 Double Park Season Pass for $65.99 + tax and can bring a friend to Frontier City for free. This is a $32.99 value. The free ticket is only good on designated days and only at Frontier City. (Premier Attractions Management, Inc) If you visit either Frontier City or White Water Bay more than twice a year, then your Double Park Season Pass has already saved you money.

Demographics: General Amusement and Theme Parks The key demographic for theme and amusement parks are people aged 25 to 44 years old, especially families with children in their teens. (PRIZM)

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Water parks appeal to blue-collar families who are looking for a fun experience that is both affordable and fun. Tweens and teens make up a significant percentage of attendance at water parks and family aquatic centers. Interestingly enough, this segment of the population cannot drive a vehicle, so attendance to water parks is dependent on parents or older adolescents for transportation. (PRIZM)

While amusement parks had significant downturn in attendance in 2008-2010, with the number averaging in the upper 200 million. It is predicted that attendance will rise back up to 300 million+. (Business Districts, Inc.)

Any change that affects real household disposable income can impact park attendance; these include tax and interest rate movements, high and increasing gas and basic food prices and sharp spikes in unemployment.

‘Water parks appeal to blue collar families.’ PRIZM, Zip Code Psychographics

Social factors are also important, particularly changes in leisure time available to households, population growth rate, age, education levels, and population mobility and distribution. Competition for a share of households’ leisure time and expenditure also impacts industry growth, as do rising fears associated with the spread of disease, such as the H1N1 virus (swine flu). (IBISWorld)


Situation Analysis Frontier City

White Water Bay 3908 West Reno Avenue Oklahoma City, OK 73107-6626 (405) 943-9687

SplashTown 21300 Interstate 45 Spring, TX 77373-2911 (281) 355-3300

This particular zip code consists mostly of upper-middle class couples just entering the empty-nest phase of their lives. They are mostly college graduates with a white-collar job. Children under the age of 3 get in for free at Frontier City, which offers thrill rides, family rides, water rides, and kid’s rides. The main attractions at Frontier City are The Eruption, which is the tallest thrill ride in Oklahoma sending riders nearly 240 feet in the air, the famous Wildcat, Silver Bullet, and the Diamondback. Along with many fun and thrilling rides and attractions, the park offers delicious food from the burgers of Saddlerock Café, as well as other popular restaurants like Peetie’s Pizzaria and tasty Bar-B-Q from Buffalo Bills. Frontier city is open April through November 1st, ending on the Halloween Fright Fest event. (frontiercity.com)

According to PRIZM Segmentation System, this particular segment has a large population of young (25-44) ethnically diverse parents who have lots of children and work entry-level service jobs. Some of the main attractions at White Water Bay are the thrilling Mega Wedgie, The Bermuda Triangle, Cannon Ball Falls, and The Big Kahuna. White Water Bay is the largest water adventure park in Oklahoma with over 30 rides, slides, pools and activities. Along with these exciting activities, there are plenty of restaurants to satisfy your cravings. The Coral Reef Café is a more traditional eatery with hamburgers, French fries, and hot dogs. Sharkey’s is a pizza place that serves beer too, and Tropical Sno offers Sno-cones, pretzels, soft drinks, and more to refresh tired swimmers. White Water Bay opens during the summer on May 21st and remains open for three months. (whitewaterbay.com)

A part of this population consists of young, sprawling families with wellpaying blue-collar jobs. Some of the rides include the RipQurl, The Tornado, and The Texas Freefall, a 75 foot drop. They have opened a new slide, The Giant New Stingray Racer, which has six lanes so you can race your friends. There is also a Wild Wave Pool with more than a half-million gallons of water surging through the huge pool offering plenty of wavefloating fun for the whole family. There are also places to rest and get beverages and meals. Captain Joes has classic Americana meals like burgers and fries and chicken tenders. Margarita’s Grill and Bar has delicious grilled specialties like turkey legs, sausage on a stick, and alcoholic beverages to help adults relax. SplashTown is open May 6th through Sept. 18th. (splashtownpark.com)

11501 North I 35 Service Road Oklahoma City, OK 73131-6499 (405) 478-2140

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Situation Analysis Oklahoma City area competition: Direct Competition Premier Park’s theme parks in the Oklahoma City area, Frontier City and White Water Bay, have competition against relatively any place in the entertainment industry, from movie theaters to playgrounds, but its direct competitors are similar establishments where people plan entire day trips.

Tiger Safari Inc.

AMC Theatres

Tiger Safari is a nonprofit, walk-through wildlife facility, Tiger Safari allows you to get up close with the animals on guided tours. Among the animals there are deer, bears, alligators and tigers. Regular admission is $5.00 for adults and $4.00 for kids. Children under 2 are free. It’s open on Saturdays and Sundays from 10am - 5pm. Tiger Safari is located on Frisco Rd. off Hwy 37 south of Tuttle. (405) 381-WILD (okc. about.com)

American MultiCinema, officially known as AMC Entertainment, Inc., is the second largest movie theater chain in North America with 5,325 screens and is one of the United State’s four national cinema chains. The AMC Theatre in OKC is direct competition to Frontier City and White Water Bay because Power Moms who plan family outings find going to the movies as an easy way to get out of the house.

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Celebration Station Celebration Station offers many fun activities; Celebration Station’s game room features more than one hundred video and redemption games. The game selection offers something for everyone including air hockey, pool tables, driving games,alley rollers,interactive games, prize cranes as well as batting cages, miniature golf, bumper boats and go-karts. It has packages for parties of 15-75 people costing as low as $5 per person to $25 plus tax and tokens. Celebration Station is open Sunday Thursday 10a.m. - 11p.m.Friday & Saturday 10am – Midnight. It is located in Oklahoma City on 509 Westline Drive. (405) 942-7888 (okc.about.com)

Orr Family Farm

OKC ZOO

The Orr Family Farm is an educational place where kids can have fun, there is a lot to do like go fishing, ride the train, pet the animals, ride the carousel, play on the playground, sample the jams and jellies or ride the pedal carts on the Orr Grand Prix. It is difficult competition because there is a lot to do and the processes are cheap, the Public admission is $10.50 per person. Children two and under are free. It also hosts birthday parties. Packages are available at $179 that include the birthday child and 10 friends. The Orr Family Farm is open from April 3 through December 18, and spring hours are Saturdays from 10 a.m. to 6 p.m.All adults are free. Orr Farm is located near Moore, south of Oklahoma City off of I-35 at 14400 S. Western. (405) 7993276 (okc.about. com)

Often ranked as one of the top 10 zoos in the United States, the Oklahoma City Zoo is also the oldest in the Southwest. With more than 100 landscaped areas and a number of exotic animals, the OKC Zoo features several special exhibits, there are special shows, concessions, tours, outreach programs, rides and picnic areas. The Zoo Amphitheater is also a treat, offering outside live music. The Zoo Amphitheater has a larger venue than Frontier City. This is a direct threat to the concerts and shows at Frontier City. The Oklahoma City Zoo is open every day of the year except Thanksgiving, Christmas and New Year’s Day. The Zoo is located at 2101 NE 50th Street. This location is close to Frontier City, which further increases competition. The Zoo’s regular rates are: Adults (1264) - $7, kids (3-11) - $4, seniors (65+) - $4, children (Under 3) – Free. (about.okc. com)


Situation Analysis The PlayZone The PlayZone is a 3 story high obstacle course, it includes and air bounce, zip line, monkey rings, a rainbow mountain climb, a

balance beam, a triple gang slide, giant winding tubes The PlayZone costs only $5 for 3 hours and has birthday packages available.It is located at7212 W. Hefner Rd.(405) 728-0500

Houston area competition:

Sam Noble Oklahoma Museum of Natural History The Sam Noble Oklahoma Museum of Natural History features 7 galleries, interactive displays and fossils from Oklahoma and around the world. It boasts over 6 million items in twelve collection divisions and is one of the world’s largest university-based

natural history museums. The museum cost $5 for adults, $4 for seniors, $3 for children 6-17 and free to children 5 and under and Oklahoma university students. The museum is open Monday through Saturday from 10:00 a.m. to 5:00 p.m. and on Sunday from 1:00 p.m. to 5:00 p.m. It is located at 2401 Chautauqua Avenue, Norman. (405) 325-4712.

Schlitterbahn Schlitterbahn Galveston Island Water Park provides many of the same thrills that SplashTown provides. Prices range from $41.99 for a one-day general summer admission to $119.99 for a general admission season pass. Schlitterbahn puts a lot of emphasis on group deals that range from $30.30 per child and $36.79 for ages 12 and up. With attractions like the Cliffhanger Speed Slides, Twin Twisters, and Blastenhoff Hot Tub, Schlitterbahn Galveston Island Waterpark is a viable competitor in the Houston market. (schlitterbahn.com/gal)

Sporting Events With three major league sports franchises, Houston Rockets, Houston Astros and the Houston Texans, there is a lot of viable competition for entertainment dollars within the Houston area. Tickets for Houston Astros baseball games start at $38; Houston Rockets tickets start at $25.00. (visithoustontexas.com)

Science Museum Oklahoma The Science Museum Oklahoma, formerly called the Omniplex, is one of OKC’s premiere educational entertainment attractions. With exhibits, a planetarium, a state-of-the-art theater, galleries and more, Science Museum Oklahoma offers a rare opportunity to experience amazing and interactive education. Science Museum Oklahoma offers many unique shows

Conclusion Advertising History According to the 1997 yearend issue of Amusement Business, only two of the nine Six Flags amusement parks had an attendance increase from 1996. Premier believed that a lack of capital growth had stagnated Six Flags, and the company had mistakenly targeted most of its advertising toward teens when it should have focused on families. In response, Premier redesigned the Six Flags marketing strategy so

that its ads also targeted women aged 18 to 49. Some of the TV commercials for White Water Bay feature women enjoying themselves at the water park. Splashtown had a commercial with a not so catchy jingle and poor footage. Frontier City ran a few commercials with pointof-view shots of the roller coasters and interviews of people attending the park. It is hard to see a central theme or idea between the advertising for the different parks.

Premier is faced with significant competition from the surrounding communities. There are multitudes of venues and parks that are competing for customers. However, Frontier City and White Water Bay are the only “true” amusement parks in Oklahoma. This is a direct advantage over the other parks and attractions around the OKC area. Furthermore, the Double Season Pass is a good deal, especially for those that visit the parks more than once a year. Frontier

that increase competition with Premier Attractions. The Planetarium gives visitors an opportunity to explore the wonders of space. The museum is open Monday through Friday from 9 a.m. 5 p.m., Saturday from 9 a.m. - 6 p.m. and Sunday from 11 a.m. - 6 p.m. General Admission is $10.95 for adults and $8.95 for children (3-12) and seniors (64+). E Parking is free.2100 NE 52nd St.(405) 602-6664. (okc.about.com)

City and White Water Bay fit well together. On the other hand, SplashTown is not the “top dog” of water parks in Houston and the surrounding area. Increasing awareness and introducing new rides will help bolster attendance and revenue. Our main target audiences are Power Mom’s and Tweens. By directing our campaign towards these audiences, we will raise awareness of Premier Attractions Management L.L.C, create a central theme that will bolster positive views toward the parks as a whole, and will increase the total revenue at all the parks.

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Research

Tweens

Online Surveys

Most Significant Responses: Tweens

Conducted online surveys through Qualtrics Survey Software. Team sent survey requests links via email and social media. We created two separate surveys for tweens and power moms. We received 50 responses in total.

Mostly 10 years old. They visit amusement parks less than once a month. In their free time, most tweens like to hang out with friends or play sports. Facebook is the most popular site used by tweens. Most children participate in family activities at least once a week. The majority of tweens enjoy going to amusement parks with their families. Majority of tweens have a smart phone or a device with Internet capabilities. Tweens said they sometimes have a say in the destination of their family vacations. Tweens prefer advertising that is silly or funny. Internet and TV are their preferred forms of media.

average

age

10

years old

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Research

Power Moms Most Significant Responses: Moms

Mostly married with at least two children. Ages varied but the general trend seemed to be children 5-15 years old. Visiting the pool was one of the top three favorite forms of entertainment for moms. 93 percent of moms prefer to be active

during the summer to any other season. 76 percent said they find value in season passes. Mothers were willing to drive an average of 54 miles for an amusement park. For concerts, mothers would like to see either country artists, classic rock artists, or someone they children would like to see.

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Research Wild ride to research: Primary Research Collection Tools Communication Objective: Premier Attractions Management LLC is a prominent amusement park and entertainment entity with locations in the Oklahoma City and Houston area. The company needs to increase season pass sales, drive summer and fall attendance, and reach existing and prospective customers.

Focus Group We hosted a focus group at Freedom Elementary School in Sapulpa, OK on Friday, April 1, 2011 at 2:45 p.m. There were 18 students, 14 boys and 4 girls. Below are the questions asked and average responses. How old are you? The average age was 10 years old. What do you like to do in your free time? They like to play sports and hang out with friends.

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How often do you have family activities? Most of the participants said once or twice a week. Do you enjoy going amusement parks with your family? All of the participants said they did. Would you rather go to an amusement park or participate in another form of entertainment, like the movies or zoo? Most of the participants said they would prefer an amusement park. Do you have an older brother or sister? Yes. Each participant had at least two or more siblings. Do you have a smart phone? Yes. The majority said yes or that they had a device with Internet capabilities. Would you consider an amusement park for your birthday party? No. They felt it wasn’t cool.

Would you like to have a season pass? Why or why not? Most of the participants they would like to go enough to get their money’s worth. Who is your favorite music artist? Bon Jovi and Blackeyed Peas What’s you favorite type of music? Rock, rap, and country Which types of advertisements catch your attention the most? They felt funny and silly ads caught their attention the most. How many times have you been to SpalshTown, Frontier City, or WhiteWater Bay? They said about 10 times in their lifetime.

Interviews

Tween Interviews

We held 10 personal phone interviews, five tweens and five power moms. Below are the questions and general responses.

How old are you? 10-13

Moms Interview Age? 39-54 Income? $60,000-$90,000 Marital Status? Mostly married Do you have children, and if so, how many? Yes, at least two What types of ads get your attention? Funny and Colorful What are some ideas that you think would get your children to partake in more family activities? Take away electronics, spend more money, It would have to be something they want to do. Do you enjoy attending and/or taking your children to amusement parks? Yes

How often do you go to amusement parks? One-two times a year What do you like to do in your free time? Facebook How often do you do family activities? Once a week Do you enjoy going to amusement parks with your families? Yes What do you like about amusement parks over other forms of entertainment? The rides Do you have an older brother or sister? Yes Do you have a smart phone? Yes, or not yet Would you like to have a season pass? Why or why not? Yes, so I can go whenever I want. Have you ever been to Whitewater Bay, SplashTown or Frontier City? Which one? What did you think? Yes

Do you go to amusement parks without your children? Mostly no

Who is your favorite music artist? Justin Beiber, Usher

Would you pay $65 for a season pass? Yes

What’s your favorite type of music? Hip Hop, Rock

Do your children play a major role in influencing your decisions? Sometimes

Which types of advertisements catch your attention? Funny


Research Research Conclusions:

Let’s Solve the Problem Premier Attractions Management LLC is a prominent amusement park and entertainment entity with locations in the Oklahoma City and Houston area. The company needs to increase season pass sales, drive summer and fall attendance, and reach existing and prospective customers.

Who To Talk To

Some extra waves: Who and What is a Tween?

Who is the Power Mom?

While there is no real consensus on the age range of a tween, a good start would be 8-14 years old. Tweens are in a transitional stage between childhood and adolescence. Things that are becoming important to them are independence, social interactions, leisure activities, and electronic communication. Tweens like brands that let them be different and unique while also fitting in with their peers 60 percent of tweens find out about hot brands from friends Their favorite category purchases are food, music, and entertainment. More than any other advertising, tweens understand ads that are silly or stupid and they appreciate ads that have kids their own age or celebrities. Tweens are heavy visitors to Youtube.com, Facebook.com, Yahoo.com and Disney.go.com. Amusement parks are among the top three favorite vacation destinations of tweens. In Oklahoma, tweens make are one of the highest groups in population, second only to 35-44 year olds. In the Houston area, tweens are the third highest group in population coming behind 25-34 year olds and 35-44 year olds.

Eighty percent of moms today feel they have more power and control over their lives than moms in the 1980’s and 1990’s. Internet and mobile technology tend to be their most frequently-used media. Forty-four percent use social media for word-of-mouth recommendations on brands and products. The vast majority of moms (91 percent) never leave the house without their cell phones and compared to just three years ago, are 348 percent more likely to use her cell phone to go online. Mothers are always on the go. The likelihood of them spotting an outdoor billboard is high. Outdoor reaches 89 percent of adults 18-34 years old.

MRIPlus Findings (People who have visited a theme park in the last 12 months) Southerners, Westerners and Midwesterners visit theme parks the most.Women 18-49 are the heaviest visitors, and the majority have children between the ages 6-11 years old. Tweens and teens of this group read magazines such as Popstar!, Intouch Weekly, and Newsweek. They listen to radio mostly during the daypart of 7:00 pm-midnight. They watch Adult Swim, Cartoon Network, TeenNick and Disney Channel.

We found that youth, ages 8-14, as well as mothers, ages 30-49, would be the best target audience to meet the objectives set by Premier Attractions Management. Research shows that children in this age range are the consumers who most enjoy visiting amusement and theme parks. Also, considering that this target audience is not old enough to drive, research shows that they will be driven to theme parks by their parents or an older sibling. Research also shows that mothers often look for new, entertaining and inexpensive activities to participate in with their children, particularly during the summer months. Both power moms and tweens found an interest in amusement parks and their season passes.

How To Reach Them Research shows that our primary and secondary target heavily-use mobile technology, television, and Internet. Tweens spend a significant amount of time on Facebook and Twitter. Power moms are moderate users of social networking sites. Placing ads on heavily-visited sites and televisions networks that have high ratings among our target audience and developing promotions to drive attendance and season pass purchase will help to reach the objectives.

What To Say Research shows that advertisements that are funny, silly, shocking, and entertaining catch tweens attention the most. Research also shows that power moms enjoy ads that are funny, colorful, and have valuable promotions. Novel Idea will create ads that creatively and humorously position the three parks as fun, family-oriented destination that transforms everyday normality.

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SWOT

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Strengths:

Weaknesses:

Opportunities:

Threats:

Good Location Well Known Great deals on the season pass Season pass works for White Water Bay and Frontier City Good family environment Safe Tallest ride in Oklahoma Right off I-35, which has a high DEC

Frontier City Amphitheater is insufficient Websites don’t draw or retain traffic to a particular site Poor Website design No videos Lack of rollercoaster maintenance Target audience highly segmented/ no diversity Three parks aren’t associated with one another Highly priced Food was sub par

Growth of the park New rides to draw attention Improve amphitheatre New and improved Website Repair rollercoasters that aren’t functioning Become more cost efficient to drive down prices to be a low cost leader Improve food choices and quality Improve information quality and abundance Improve the park map

It is perceived to be “Lame” Cheaper alternative forms of entertainment The zoo, the Park and the Omniplex Houston has a lot of different forms of entertainment People are still being affected by the recession

Strengths:

Weaknesses:

Opportunities:

Threats:

Good location Well known Great deals on season passes Season passes work for both White Water Bay and Frontier City Good family environment Safe Biggest Water Park on Oklahoma

Websites don’t draw or retain traffic to a particular site Poor Website Design No videos of children having fun There is a highly segmented market focusing totally on two targets The three parks aren’t associated with one another High prices on food and drinks

Growth of the park Gain more season ticket holders New rides to draw attention New and improved Website Implement more cost effective strategy to drive down prices and become a low cost leader. Improve food prices, variety and quality Improve information quality and abundance Improve the park map

It is perceived to be “lame” Cheaper alternative forms of entertainment exist The zoo, park and Omniplex are all fighting for the entertainment dollar People are still being affected by the recession

Strengths:

Weaknesses:

Opportunities:

Threats:

Great deal on passes Good family environment Safe

The website doesn’t draw or retain traffic to a particular site A lot of competition in the area Boring Web design Not associated with the other two parks High prices on food and drinks Only open during the summer months Highly segmented target audience

Growth of the park Growth of target audience Improve the website Improve season pass sales Lower costs to become a low cost leader Improve information quality and abundance New rides

Schlitterbahn is bigger and has an indoor pool Professional sporting events such as: Houston Astros, Houston Texans and the Houston Rockets Cheaper alternative forms of entertainment exist People are still affected by the recession


Marketing Strategy Target Audience For our target audience we focused all of our efforts on two groups statistically high in theme park attendance, power moms and tweens. Power Moms are a unique target audience. They are busy and constantly on the go. They have to entertain their children and friends of their children as well. Our research found the best demographic of power moms for this campaign are 30-49. Our primary research with the survey found that Power moms are married with at least two children whose ages vary but the general trend is about 5-15. 93 percent of power moms said they prefer to be active during summer than any other season. When a woman becomes a mom, marketers lose three hours of available media time to engage with her per day as her criteria for media usage changes from a focus on entertainment to getting answers. Because of this, the Internet serves the needs of today’s mom more than any other form of media. Most power moms stick close to their cell phones and use the Internet on them. The likelihood of them spotting an outdoor billboard is high. Outdoor reaches 89 percent of adults 18-34 years old. Because these moms are very busy, we will use Internet and mobile technology to reach them. Tweens are an ill-defined group., they are in a transitional stage between childhood and adolescence. For this campaign we target boys and girls 8-14. Our research found that tweens like brands that let them be different and unique while also fitting in with their peers. Tweens liked advertising that was funny or had celebrities.

How To Reach Them

What To Say

Research shows that our primary and secondary target heavily-use mobile technology, television, and Internet. Tweens spend a significant amount of time on Facebook and Twitter. Power moms are moderate users of social networking sites. Placing ads on heavily-visited sites and televisions networks that have high ratings among our target audience and developing promotions to drive attendance and season pass purchase will help to reach the objectives.

Research shows that advertisements that are funny, silly, shocking, and entertaining catch tweens attention the most. Research also shows that power moms enjoy ads that are funny, colorful, and have valuable promotions. Novel Idea will create ads that creatively and humorously position the three parks as fun, family-oriented destination that transforms everyday normality. With our research on the target audience we discovered the most pertinent and cost effective way to reach the highest number of them.

Our marketing efforts will result in: Increased park attendance, more sales of season passes, more awareness and higher recognition of the brand.

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Media

Who’s Catching Some Waves: Our Target

Mobile

We found that youth, ages 8-14, as well as mothers, ages 30-49, would be the best target audience to meet the objectives set by Premier Attractions Management. We have developed a comprehensive and costefficient media plan to reach our target through the media that they interact with every day. Research shows that our target audience members are extremely heavy users of Internet, TV, and mobile communications. We also found that despite the popular rise of MP3 players, radio is still a popular medium among our target audience. Finally, outdoor and non-traditional media will be used to support all other media give more power to the waves our media plan will make. Our goal with this media plan is to speak to our target audience directly with the use of media they use every day, and help increase season pass and ticket sales at least 30 percent compared to last year.

Consumers are now using the Internet, watching TV, and downloading/listening to music all on their cell phones. A Kaiser Family Foundation research report found that twothirds of all 8- to 18-year-olds own their own cell phone, and in a typical day, 8- to 18-year-olds spend an average of 49 minutes listening to music, playing games, or watching TV on a cell phone. This extensive use of mobile media by tweens makes

Internet Increasing access to computers and the Internet, as well as the creation of new content and activities that hold great appeal for teens and tweens, has contributed to the major growth of online media consumption by young people. Most significant in this growth has been

30 25 20

Instant Message

0

Video Sites

5

Games

15 Social Networking

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Yahoo.com Our research shows that tweens enjoy catching up on news and their email on Yahoo.com, which is why we chose to go with this site. We will run banner ads for three months.

Amount of time spent using a computer, 8 to 18-year-olds

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Ads on Applications We will place ads on popular game applications. These were found to be the top downloaded games: Paper Toss and Angry Birds. The ads will take you to the Premier Attractions application.

the popularity of social networking sites. More than 80 percent of young people average about 2 hours a day in recreational computer time. Most of this recreation is participation in social networking sites, playing online games, and watching YouTube videos. Mothers also spend a significant amount of time on social networking sites.

Youtube Research shows that our target enjoys spending their online time watching videos on Youtube. The site reaches 39 percent of 2-11 year olds and 61 percent of 12-17 year olds We decided to target our tweens on this site with a standard banner ad. We will run this ad for three months of the campaign.

Time in Minutes

Transformthenorm.com We will create a Website particularly for Premier Attractions Management LLC. This site will connect all three sites. It will have information specifically about Premier, as well as links directing users to the three park’s Websites. The domain will cost about $21 per year. There are many sites where anyone can easily design a website for relatively little cost. The Website, wix.com, allows you to design for free and customize for about $10/ month. Total production per year for a personal Website will be $140.

it a prime vehicle to promote Premier Attractions Management LLC.

Facebook There will be four different types of ads. Unlike some websites, Facebook advertising is social networking site. Users have profiles and provide all of their demographic information. In this way, Novel Idea can advertise to a specific age group and demographic area, whereas on other sites, visitors are more general. Considering the targeted nature of the site, a total of 1,358,740 who perfectly fit our target audience will be exposed to the ad. One ad will target tweens in Houston (448,860) and the 50-mile radius surrounding area and one will target tweens for Oklahoma City (100,580) and a 50-mile radius surrounding area. Then one ad will target women 30-45 Oklahoma City (159, 080) and a 50-mile radius surrounding area and in Houston (650,220) and a 50-mile radius surrounding area. Facebook advertising allows you to set a budget. There is not a specific rate. We will spend $10,000 a month for each ad. That’s $40,000 a month for 6 months. The budget for Facebook will be $240, 000. Since this site is the most heavily visited by our target audience, this large amount of spending is greatly justified. The ads will run the majority of the campaign.


Television

Non-traditional

Television remains as the medium most heavily and frequently consumed by young people. Nielsen Wire Blog research found that children 2-11 years old spend almost 102 hours a month watching TV and this amount is on the rise. This huge amount of consumption time makes television a very effective means of communication to the target audience. Considering that research shows that tweens’ favorite networks are TeenNIck and Cartoon Network, advertising on these networks will provide the most impressions. MRI research shows that women age 35-49 watch a lot of TV with their children. On their own, this demographic watches cable networks, including HGTV, Bravo and LOGO. We will run primetime spots on cable networks that research found to be popular among tweens and power moms. We will run a total of 240 spots for a period of 12 weeks. Each station varies in ratings and prices, the stations are listed below

Movie Theater Many Americans believe moviegoing to be an enjoyable pastime. Moviegoers find cinema ads 65% more memorable than local newspaper ads. We found this to be an intelligent media choice considering the nature of our creative ideas. We will run cinema spots in three theatres in prime locations near the parks. We will advertise at Bricktown 6 and

Nickelodeon Cartoon Network Bravo HGTV

1999

2004

Internet

2009

1:30 1:00 0:30 0:00

Cell Phone

Considering that tweens are not of age to drive, most of them will be transported from one place to another by their mothers. Targeting power moms, who drive to work every day and pick up the kids, through outdoor boards will be very effective in catching their attention and placing Premier Attractions Management in the front of their minds as a great entertainment activity. We will have five boards in OKC, and one in Houston. The OKC boards are located on I-35, I-44, and I-40. The Houston board is located on North Freeway. These boards have an amazing DEC and CPM.

ON Demand

Outdoor

2:00

Self-recorded TV

2:30

Time-shifted TV

The average daily listening time for youth is 32 minutes. Mothers listen to the radio between 6 a.m. and 10 a.m. and 7 p.m. to midnight. We will advertise on Magic 104.1 KMGL. This is an adult contemporary radio station. Sixty five percent of the listeners are women. We will run the ad three times a day. The station will play during the prime drive times. WILD 104.9 is a top-40 radio station that transmit in the OKC area. We will run this ad between 7pmMidnight which research shows to be the top listening time for tweens. 104.1 KRBE is a top40 channel that is very popular in Houston. We will advertise for eleven weeks during prime time. It will be during the drive time of 6am-10am and 7pm-midnight. Sunny 99.1 is an adult contemporary station in Houston. Many listeners tune in while at work. We will advertise for 11 weeks during prime drive time.

Hours Tweens view video on an average day

3:00

Live TV

Radio

3:30

Penn Square 10 in OKC, and we will advertise at Richey Road theatre in Houston. Consumers visiting these theaters will be within the 50-mile driving radius of the parks, which research shows is the most consumers will drive for a theme park. The spot will be one-30 second spot that plays once before every movie in each theatre everyday for 16 weeks. On an average week, the theatres get 3,000 attendants. This media will get about 150,000 impressions.

Picking Up Speed:

Why This Media Plan is the Right Ride Our media plan is the perfect ride for Premier Attractions Management LLC. The plan provides six great media that the target audience has proven to use day in and day out. All of our suggestions are supported with tons and tons of research, statistics, charts, and facts, both primary and secondary. Our media will be paired with our “transformative” creative and our ingenious promotions to engage and excite the target audience about the parks, and get them to come in. This increased excitement will drive season pass sales and attendance, which, in effect, will drive parking revenue, food and drink sales, game participation, and souvenir purchases, all of which will provide extreme revenue increases for Premier Attractions Management. So, do you really need any more reasons to hop on Novel Idea’s media ride?

15


Media/Flowchart Apr-12

MEDIA 2

Houston/Spring Outdoor Cinema Theatre 104.1 KRBE Sunny 99.1 Facebook Yahoo Youtube transformthenorm.com Cartoon Network Nickelodeon Bravo HGTV Mobile Suit Yourself I Can Transform Your Radio Weekend Before School Show Us Your Scream Oklahoma City Outdoor Cinema Theatres KMGL 104.1 WILD104.9 Facebook Yahoo Youtube transformthenorm.com Cartoon Network Nickelodeon Bravo HGTV Mobile Suit Yourself I Can Transform Your Radio Weekend Before School Show Us Your Scream Transform Your Gulp Transform The Music-Concert Series Both DMAs Suit Yourself I Can Transform Your Radio Weekend Before School Show Us Your Scream Yahoo Youtube Facebook transformthenorm.com Miniclip Mobile All Markets Total

GRAND TOTAL

16

x

9

x

16

x

x

x

x

x

x

x

x x x x x

x x

x x x x x x

May-12 23

x

x x x x x x

x x

x

x x x x x

x x x x x x

x x x x x x

x x x x x x

x

7

x x x x x x x x x x x x x

x x x x x x x x x x x x x

14

x x

x x x x x x x x x

x x

x x x x x x x x x

x

21

x x x x x x x x x x x x x

Jun-12 28

x x

x x x x x x x x x

4

11

18

x x x x x x x x x x x x x

x x

x x x x x x x x x

x x x x x x x x x x x x x

x

x

Jul-12 25

x x

2

9

16

x x

x

x x x x x x x x x x x

x x x x x x x x x x x x x x x

x x x x x x x x x x x

x x x x x x x x x x x x x x x

x

x

x

x

x

x

x

x

x

x x x x x x x x x x x x x

x x

x x x x x x x x x x x x x

x x

x x

x

x

x

x x x

x x x x x x x x x x x x x x x

x x

x

x x x x x x x x x x x x x

x x x

x x x x x x x x x x x x x x x

x x

x x

x x

x x

x x x

x x

x x

x x x

x x x x x x x x x

x x

x x x x

x x x x

x x x x

23

x x

x x x x

x x x x x

x x

x x x x

x x x x x x

Aug-12 30

6

x x x x x x x x

x x

13

20

x x

x

x x x x x

x

x x x

Sep-12 27

3

10

17

Oct 24

1

8

1

x

x

x

x

x

x

x

x

x x x x x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x x x x x x x x

x x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x x x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x x

x

x

x

x

x


ep-12

10

17

x

Oct-12 24

x

1

x

8

x

15

22

Nov-12 29

x

x

x x x x

x

x

x

x

x

x

x x x

x

x

x

x

x

x

5

12

19

Dec-12 26

x

x

x

x

x

x

x

x

3

10

17

24

Jan-13

Feb-13

Mar-13

Total GRPs Total Cost

31

$42,800 $22,400 $84,150 $23,100

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x $91,200 $91,200 $245,040 $186,480

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x x x x

x

x

x

x

x

x

x x x

x

x

x

x

x

x

x

x

x

x

x

x

x

$111,500 $44,800 $84,150 $23,100

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x $11,200 $16,640 $17,600 $32,000

x

x

x

x

x

x

x

x

x

x

x

x

x

x

$83,700 $175,000

$49,007 $2,969 $1,492 $33,000 $60,000 $240,000 $140 $96,099 $99

$1,868,866

17


Creative Strategy The BIG Idea Target Audience In our campaign for Premier Attractions Management LLC, we will be targeting tweens, ages 8-14, with a secondary target audience of mothers, ages 30-49.

TRANSFORM THE NORM The premise behind “Transform the Norm” is giving power to the tweens to change their dull day and summer. Research shows that children in this stage of life are transitioning from dependence on parents to a sense of independence. The BIG idea plays on this desire for independence and freedom and the ability to do something about their circumstances. Also, “Transform the Norm” will target the power moms by encouraging mothers to take a break from being cooped up in the house all day with their kids during the summer. Mothers can take their children to a amusement park location and allowing them to transform the monotony of everyday life. The tag line will vary depending upon which park is being promoted as well as what aspect of their life they’re transforming. For instance, “Transform Your Monday” or “Morph the Mundane” would be used to encourage tweens to visit a park for fun and entertainment during the summer months when they are stuck at home with not much to do but watch TV.

Relevance

Empathy

The BIG Idea is relevant to the desire for tweens to have some form of entertainment and to have a choice in this entertainment, particularly during the summer months. It also connects to the inherent desire for control and independence within tweens, as well as the power mom’s desire to provide and entertaining family environment for their children.

“Transform the Norm” speaks to tweens and power moms inner longing for autonomy, self-sufficiency, control, great fun, and epicness.

Position This idea approaches a very particular market. Most water parks focus on very general family fun. Our idea focuses on tweens and giving them influence over their time, as well as focusing on mothers and giving them a unique and valuable entertainment experience for their family.

Originality Our BIG idea takes a new perspective by not harping on the cool rides, which is usually promoted by generic water parks, but emphasizes the value of entertainment and the power to make your own fun.

Impact Our idea will excite the tweens to do something about their time and change it up from the mundane day of playing video games and flipping through TV stations. The idea will also excite moms to give their children a nice time during summer and get them out of the house.

After all that research and other jazz, it’s time for a break. Please take a moment to enjoy a silly walk, from the ministry of silly walks. We’ve included a step-by-step picture guide incase you’ve forgotten how. When you return, be prepared to experience some great creative.

18


Campaign branding

Billboards

transform your day

Next exit to the right

Transform your day at

19


Creative Executions Television: Storyboard 0:03 Seconds 1

0:05 Seconds 2

NARR:Tired of a typical Saturday Morning? Boy: Bye Mom Mom: Have fun

5

0:30 Seconds 9

Boy: Wohoo! NARR: Transform the norm of your Saturday and come to White Water Bay.

20

0:13 Seconds 4

SFX: Splashing and water sounds

0:22 Seconds 6

SFX: Splash

3

SFX: Bike noises SFX: Sprinkelers

0:19 Seconds

0:08 Seconds

SFX: Rush of water. MUSIC: Fun, uplifting, happy.

0:23 Seconds 7

0:25 Seconds 8


Cinema: Storyboard 0:03 Seconds 1

0:05 Seconds 2

NARR: It was an average day for the Swanson family. SFX: airport noises

5

NARR: Find out what happens when what seemed like to be an ordinary briefcase turns out to be a well-kept secret with extraordinary power.

3

NARR: Until a switched briefcase changed everything.

0:19 Seconds

0:08 Seconds 4

NARR: Now one family must run for their very lives.\ MUSIC: chasing SFX: running

0:22 Seconds 6

0:13 Seconds

0:23 Seconds 7

NARR: This summer experience the thrill. MUSIC: accumulation AAAAAH

0:25 Seconds 8

NARR: of the power to bring families together and transform ordinary life to extraordinary life Coming to your reality 4-92012.seemed like to be an ordinary briefcase turns out to be a well-kept secret with extraordinary power.

21


Creative Executions Radio:

Client: Premier Attractions Management LLC Product: Frontier City Title: Transform Your Summer Length: 30 seconds Medium: Radio

SFX:

VIDEO GAME SOUNDS/CONTINUE UNDER

ANNCR:

Why play video games inside all day when you can experience real

thrills and excitement. ANNCR:

Instead of playing the game, live it at Frontier City where you can

catch real speed and be part of exciting western shootouts. SFX: weak Video game gun sounds. tv turns off.

real revolver shooting.

ANNCR: Transform those normal summer days into some real fun. Purchase a season pass to Frontier City for only $65.99 and ride the most thrilling rides in Oklahoma and witness daring shows. SFX: ROLLER COASTER NOISES AND LAUGHING AND REVOLVERS FIRING. ANNCR: Visit frontiercity. com to get your Double Park Season Pass any time and transform the day.

22


Radio: Client: Premier Attractions Management LLC Product: Splashtown Title: Transform Your Summer Length: 30 seconds Medium: Radio

anncr: You do the dishes every day. SFX:

CLINKING DISHES AND WATER RUNNING.

ANNCR: You vacuum who knows what off the floor after your kid’s chase each other through the house. SFX: ANNCR:

VACUUM RUNNING. You are a Super Mom, and you deserve some fun.

SFX: GIANT WAVE SPLASHING. PEOPLE laughing. MUSIC: WATER PARK JINGLE. MUSIC FADES AND PLAYS UNDER ANNCR. ANNCR: Transform your normal summer days into some real fun for the entire family. White Water Bay has tons of water rides to cool you down.

Relax in

the wave pool while your children get their thrills. SFX: BIG SPLASHES. KID YELLING “YAHOOO” ANNCR: Don’t waste your summer doing the same old thing. Get your Double Park season pass for only $65.99, and you can transform the norm every day at White Water Bay. SFX: GIANT WAVE.

23


Creative Executions Website: Transformthenorm.com

Splash page

Individual site pages

24


Mobile Application Ads

Subtle but transformative animation

25


Public Relations Suit Yourself with the United Way “Transform the Norm” is meant to not only help power moms and tweens transform their daily lives, but also transform the community as a whole. We will sell branded swimsuits, sunscreen and towels at White Water Bay and SplashTown. The branded items will have “Transform the Norm” on each of the items. The items will be featured in the Tabogo Trading store in White Water Bay and at the Beach Shop in SplashTown. The branded items will be featured near the entrance of the shops and will be promoted around the parks with various signs and posters. The suits, both male and female, will be sold for $25 a piece, the sunscreen at $3.50, and the towels will be sold for $18. The branded products will be custom ordered in bulk for a total of $39,482. The products will be introduced to the stores on Thursday, June 28th and will remain there until Thursday, August 2nd. This allows the products to be featured for 5 weeks during the peak attendance time in July. The total possible revenue gained from the products could be more than $63,500. As part of the “Suit Yourself with the United Way” promotions, 15% of the revenue from the products sold will be donated to the United Way of Central Oklahoma and the United Way of Greater Houston. With 15% of the proceeds going to each United Way, each organization has the potential to receive $4,762.

Transform the Music Concert Series

Aly and AJ Performing Live

Saturday, October 27th 8 p.m. Frontier City Ampitheater Your ticket/season pass gets you in free.

Concerts have been a part of the Frontier City theme park for many years now and to keep the tradition going we have developed a concert series based on research of who our target would like to see come to Frontier City. Our Concert Specials will include Styx (Memorial Weekend) Taio Cruz (Fourth of July) and Aly and AJ Halloween). Taio Cruz Taio Cruz is an English singer known for his dance-pop mix with R&B. His popularity in the U.S. soared with his song,”Dynamite,” playing on the radio non-stop. ($65,000)

26

Aly and AJ Aly and AJ is a pop rock band consisting of sisters Alyson Michalka and Amanda Michalka. Their album “Into the Rush” has sold millions of copies. ($50,000)

Styx Styx is an American rock band that became famous for its albums from the late 1970s and early 1980s. The band is best known for the hit songs “Lady” and “Come Sail Away.” This group will definitely target Power Moms in that the group was popular when power moms were young. ($60,000)

I Can Transform Ya’: Radio Contests To promote White Water Bay, Frontier City and SplashTown, we will have ads and promotional giveaways through specially selected stations. As a promotional giveaway, each station will receive a certain number of tickets pertaining to the parks located in the city. Through various promotional call-in contests decided by the radio station, the tickets will be given away three at a time. The giveaways will span a period of five months, from July to September. The total amount of listeners for all six radio stations is more than 1,168,200. The ads will add awareness to the “Transform the Norm” campaign and attract the attention of those who might not know much about the parks.


Promotions Back to School Weekend Promo Power moms said in our focus groups and interviews that special rates and coupons were big factors in deciding what their families will do for fun. To attract power moms and their children alike, we will have a Back to School Weekend Promo. Oklahoma City and Houston public schools resume class August 1, 2012. As a promotion for a last rush before school, oneday tickets will be sold for $10.00 off any ticket with the purchase of a full price ticket of equal or lesser value. The promotion will be held July 27th, 28th, and 29th at all three park locations. With the extra push before school, the parks can greatly increase revenue and buzz about the great promotions that the parks hold. To add awareness to the promotion, radio commercials will be used as well as the new Facebook page.

Show us your Scream! Photo Contest Premier Attractions Management Party Pack After buying a season pass, customers will be automatically entered in a drawing for another Premier Attractions Management Party Pack. The drawing will be held on Saturday, September 1, 2012. Limit one entry per household.

Kodak Playsport HD 1080p Waterproof Digital Camcorder ($169)

T-shirt ($12) Hat ($6) Season Pass for Following Year ($65.99) $500

Social media has impacted more than 500 million people world wide as seen with Facebook. To capitalize on this growing media, we have come up with a photo contest to allow our target audience (who use smartphones and the Internet frequently) to vote on pictures uploaded to Facebook. Some of the best photos taken in a theme park are often those taken by the rollercoaster cameras. Research showed that most tweens had smartphones or had access to one. We created the Show us your Scream! Photo Contest for Facebook. After theme park goers have ridden a roller coaster or other thrill ride, they will be able to view pictures of themselves online on the new “Transform the Norm” Website. Park goers can go to the site that night to view and purchase pictures of themselves and friends. Customers will receive various sizes and numbers of hard copies for a variety of prices. The pictures will then be mailed to them, and they will have the opportunity to download a digital copy free with any picture purchase. Once the rider has found a picture he or she likes, they will be able to post the picture on the new Premier Attractions Management LLC. Facebook page. Viewers of the page can vote on their favorite pictures. The picture with the most “likes” will win a Premier Attractions Management LLC. Party Pack. Park goers will have from May 21st through Sept. 5th 2012 to post and vote on the best picture

27


PR and Promotions Premier Application What’s the point? We want to truly transform the norm at Frontier City with a fully functional mobile application. This will serve several of our goals including rewarding loyal customers, driving season pass sales and gaining awareness among potential customers. It is also expandable for future objectives and monetization. Our research revealed that a majority of our target market owns smart phones and similar devices. Other research reveals a continuing trend of adoption

of these devices among our target market. There is an inherent novelty to our implementation of this technology that does not exist anywhere else. While this is a new frontier for mobile applications, we feel there is no other theme park more capable of executing this than Frontier City. The only other park to use mobile application at present is Walt Disney World, and they are currently limited to third party apps that only estimate ride wait times and offer park maps.

How does it work? The idea itself is simple, transform the norm by augmenting reality to transform Frontier City into a reallife video game. The application first drives ticket sales by allowing guests to purchase tickets straight from the device. A guest will have the option of buying a single day pass or a season pass as well as a parking pass. The transaction will be processed from the device making it easy to plan a day of fun at the park without the stress of ticket lines and long waits. Once the guest has purchased their ticket the device running the application will become the users pass to the park, similar to the way airlines allow people to use their smart phones as boarding passes. The application is not simply a park pass though, the magic happens when the app is used inside the park. Once inside the park the application becomes a game that rewards park farers and allows them to play and compete with other park guests. This is performed in two parts, one through the use of QR codes positions across the park and secondly through augmented

28

Fandango’s In-app ticket sales reality of the park through the application. With the application guests will scan QR codes after riding the attractions at the park to earn achievements which in turn can be used to earn rewards and bragging rights among friends. This entangles the park with the element of online gaming that keeps tweens returning to the games to earn more achievements and show them off to their friends. Challenges will be offered through the app and guests will use augmented reality through their device to view these challenges overlaid on to the real world.

Augmented Reality Maps

This use of augmented reality will also play the role of park map, using the GPS built into the device. Guests will raise their device to eye level and view the park through the devices camera, the application will overlay the real world with directions to attraction, food vendors and other points of interest. The guest may select a point of interest and the app will overlay direction to reach the attraction. If group of guests have multiple phones it will show the location of the linked guests should they separate. All of this comes together through the purchase of a park pass, if a buyer selects more than one season pass, they will be given a code to activate the pass on other devices limited to the number of season passes purchased. We also intend to use Apple’s game center to easily link guests with iPhones. This is how we will create a community of guests and allow them to compete with each other or even plan outings together. If accounts are linked it will present the opportunity to share with friends through push notification. A notification, which can be turned off if wished, will inform friends that they are at the park.

But I don’t have a smart phone? But what if they didn’t know they could do all of this awesomeness? If a smart phone user comes to the park the normal way, by buying a ticket at the window, the ticket will direct them to the app and give them a promo code to activate their account.

How much will it cost? The caliber of this application will be nothing short of exceptional, but exceptional carries a large price. We have budgeted $200,000 dollars toward the development of this application. Because of the nature of this application and the ability to expand it for future use, we feel this investment will pay for itself.


QR Promotions QR codes with 7 Eleven

WIN A PARK PARTY PACK Transform Your Drink into a camera or free tickets. Scan this QR code and get a chance to win a Frontier City Party Pack with all kinds of prizes.

Our target audience of power moms and tweens were all shown to have the power of a smartphone at their disposal. To use this medium, we have developed a system of scanning QR codes around the parks and at local Seven Eleven’s to allow the target audience to actively participate with the park while in attendance and throughout Oklahoma City. We plan to work with Premier Attractions Management partner Seven Eleven to sponsor a promotion using 7 Eleven’s trademark Big Gulp cup with QR codes. We intend to pay half the production cost of the cups for up to six months, and print our promotions with QR codes attached. Consumers who buy a Big Gulp will have the opportunity to scan the QR code using our mobile app for a chance to win ticket packages from Premier Attractions Management. There are currently nine Seven Elevens in Oklahoma City.

You just transformed this drink into one free ticket!

QR codes In-Park

Ooooweee! You just survived the Steel Lasso. Scan this QR code and get bragging rights. Ride as many rides as you can, and win some awesome prizes.

We will create an in-park game using QR codes. The QR codes will be placed around the park in places like ride marker signs, in stores and various other locations. Using our mobile app, park guests will be able to scan these codes. This will create a sort of achievement system, in which people can scan on their way out of a ride that they in fact rode it, or if they watched the gunfights, that they in fact watched them. They can share these achievements with their friends through the app. As an incentive to parents and wiser park farers, gaining enough achievements will grant them special benefits like free parking on their next visit or the chance to bring a friend for free. The greatest achievement will be to have scanned every park QR code, which will grant the first 20 people 1 free season pass for the next year.

29


Budget !"e$ie" A("a*+ons Ca$pai1n 23d1et Expense Media  Outdoor TV Web Radio Non‐Trad Mobile !"o$o+ons=!3>li* Rela+ons Swimsuits Towels Sunscreen tubes Radio Contest giveaways Party packs MonaNon PromoNonal posters Concert Series Big Gulp Cups !"od3*+on Outdoor Mobile App Radio commercial TV commercial Cinema commercial Website producNon Con+n1en*9 GRAND TOTAL 30

83an+t9

Total Cost $147,000 $672,000 $333,000 $214,500 $67,200 $96,099

5 percent

1400 1000 3000 90 2 1 600 3 540000

$15,382 $18,340 $5,760 $2,969 $1,492 $9,525 $2,516 $175,000 $83,700

6 1 10 3 3 1

$7,300 $210,000 $30,000 $12,000 $36,000 $140 $150,000 $2,289,923


Fin Novel Idea plans to use the theme “Transform the Norm” to play off of people’s desire to transform the monotony of everyday life. This theme will best position Frontier City, White Water Bay and Splashtown as places that families can go to get away from the stresses that life can throw at you. Using nontraditional advertising such as movie theatre spoofs, accompanied by traditional advertising of Internet, radio and outdoor, Premier Attractions Entertainment LLC will be able to reach the target customers of Tweens and Power Moms. This campaign will drive summer

attendance and season pass sales while also generating loyalty from target customers. We are confident that our approach in this campaign is the strongest and most likely to generate the highest return on investment. We would like to extend our appreciation to Premier Attraction Management LLC for coming to us with this opportunity to test the boundaries of our imaginations to create this comprehensive campaign. Thank you for your time and attention. We look forward to doing business with you.

31


The Back page All smart decisions start with

Novel Idea

Novel Idea

Novel Idea

Execution

Agencies

Novel Idea

Good Creative

Situation Analysis sources: AMC Theatres www.fundinguniverse.com

OKC.About http://okc.about.com/od/ attractionsandevents/tp/okctopkidsplace. htm

Business Districts, Inc. http://www.sugar-grove.il.us/Dept_CD/ SDD5.pdf

Splashtown http://www.splashtownpark.com/plan-avisit/dining/

IBISWorld http://www.ibisworld.com/industryus/ productsandmarkets.aspx?indid=1646

Schlitterbahn www.schlitterbahn.com/gal visithoustontexas.com

Premier Attractions Management, Inc. http://www.answers.com/topic/premierparks-inc

Media Sources

PRIZM http://www.claritas.com/MyBestSegments

Facebook.com Youtube.com GF K MRI Article, “Deep Dive Into the Tween

32

Everyone Else

No Creative

Consumer” Kaiser Family Foundation Study, “Generation M2” BabyCenter Article http://www.babycenter.com/100_ babycenters-21st-century-mom-8482report-reveals-insights-in_10315945.bc Lamar Outdoor Research http://www.lamaroutdoor.com/ outdoorfiles/Content/amusement.pdf National Relocation website Disney Channel Rate Card Imbd.com Boxofficemojo.com Mapquest.com Screenvision.com Apple Itunes Coxmedia.com DirectTV.com FYI Media Services

Transform the Norm  

A campaigns book for Premier Attractions Management LLC.

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