Red Cinemas Marketing Plan

Red Cinemas Marketing Plan

by Karin Willet

Facebook: 7,260 likes. 7,214 followers.

Twitter: 164 likes. 407 followers.

LinkedIn: 28 followers.

YouTube: 4 subscribers.

Instagram: 1,096 followers.

Google+:593 reviews. 4.2 star rating.

Yelp: 42 reviews. 3 star rating.

Reviews for Red Cinemas are quite mixed. Good reviews include delicious popcorn, the unique experience of having beer and coffee, a wide array of movie genres, and comfortable reclining seats. Bad reviews include lack of customer service, ticket sale issues, broken chairs, and thin walls.

Recommendation #1:

The largest complaint appears to be that the concession stand operates the ticket sales. This causes people to wait in line 20+ minutes, therefore missing the beginning of their movie, or finding out the movie is already sold out. I recommend opening up one register (even if it’s still at the concession stand) solely for ticket sales. This will streamline traffic, reduce wait time, and improve customer satisfaction. Additionally, that employee would be available to assist with concession sales as well if needed.
 

Recommendation #2:

Another large issue is customers buy their tickets online through Fandango, but when they arrive at the theater are told their purchase isn’t valid. This is because Red Cinemas is still working on a deal with Fandango. I recommend Red Cinemas post an announcement on social media and post signs in the cinema that until this issue is fixed, do not buy tickets through Fandango – only use their website for early purchase. This will reduce customer frustration until the issue with Fandango is worked out.

Recommendation #3:
My third recommendation is repair the chairs. The Cinema responds to every complaint about the chairs stating they’re working on it, but some complaints are from a year ago. This certainly should have been resolved by now. All older chairs should be replaced with reclining, luxury chairs as soon as possible. However, even some of the new reclining chairs aren’t always working. I recommend that each day before opening, an employee tests each chair to ensure they recline properly. If they’re not working, make them “Out of Order” until they’re fixed. Also, if any chairs are still in poor condition regarding looks, that particular theatre should be closed until all chairs are updated.

3) Target market options

SEGMENT NAME	DEMOGRAPHICS	INTERESTS	MOVIE
Boisterous Boys	Teenage boys age 13-19	Comic books, superheroes, action, athletes	Black Panther
Curious Kids	Families living/renting a house, middle-class, w/ children age 8 & under	Cartoons, jokes, family outings, good morals	Early Man
Reel Religion	Women age 30-50 who attend church, are religious, single or married	Church, Bible stories, romance, action, girl’s nights	Samson
Mighty Militants	Men age 23-40 in/retired military, live in a home, athletic, single	Action, military, war, bromance	The 15:17 to Paris
Foxy Females	Women age 40-55 w/ income of $50-80K, w/ kids, married	Romance, drama, love stories, fantasies, girl’s nights	Fifty Shades Freed
Tenacious Teens	Girls age 12-19, w/ siblings, large amount of friends	Friends, family, action, adventure, mystery, romance	Maze Runner: The Death Cure
Passionate Performers	Men & women age 23-40 who play an instrument,  love music, mid to upper class, college graduate, single	Music, the circus, drama, adventure, passion	The Greatest Showman
Wild Wanderers	Men & women age 18-35 w/ income of $30-70K, comedic, w/ kids	The Rock, video games, comedy, action, entertainment	Jumanji: Welcome to the Jungle
Youthful Protectors	Young mothers age 21-35 w/ income of $30-50K, live in apartment, low to middle class, single	Family, drama, children, morals, Disney World	The Florida Project
Foreign Fascination	Women & men w/ income of $20-40K, single, no kids	Foreign films, indie, drama	Aiyaary

2 chosen markets:Foxy Females & Passionate Performers

Foxy Females

Facebook post:

CTA:http://www.redcinemas.com/concessions

Instagram post:

CTA: Tag a friend

Twitter post:

CTA: Come in within a week

Passionate Performers:

Facebook post:

CTA:http://www.redcinemas.com/concessions

Instagram post:

CTA: Tap picture to buy tickets

Twitter post:

CTA: Come during matinee for $1 off popcorn

Foxy Females email blast:

Passion Performers email blast:

OOH

Type: 18x24 poster

Location: On the bulletin board and on the inside stalls in the women’s restroom of Wine & Design in High Point & Greensboro. Here we already know women like wine and girl’s nights, so will reach a great target audience.

Day/Month Appear:Update when a new “girls night out” romance movie comes out. General copy can remain the same but highlight different things each time: popcorn, coffee, movie selection, recliners, unique snacks such as cranberry cashew quinoa bites.

Headline: “Attention Foxy Females!”

Copy: “Don’t go home yet! There’s no such thing as too many girl’s nights (or too much wine.) Come experience being wined & dined at our luxury theatre as you watch your favorite romance or chick flick!”

Call to action:“Through March, come Wednesdays after 6pm and we’ll offer you half off a glass of wine!”

Email Blast List

MONTH	TIMING	HEADLINE
January	2nd 20th	Our New Year’s Resolution? Watch more movies. Wait out the blizzard with us and popcorn!
February	1st  11th	We’re bringing Groundhog Day back for a week! $1 off if you bring your own groundhog (will accept stuffed). Who wants a crowded, expensive restaurant for Valentine’s Day? Come experience an affordable, luxurious night with us instead!
March	8th 21st	What better way to celebrate Popcorn Lover’s Day than with us?! Half off ANY SIZE today only!! We’re participating in National Nutrition Month by offering hummus chips, baked fruit thins, and cranberry cashew quinoa bites! Come give them a try!
April	7th 14th	Happy National Beer Day! We’ll take $1 off your beer through this week! Taxes are due tomorrow. We’re offering consolation beer specials.
May	1st  11th	Apparently this is “Date Your Mate” month. May we recommend weekly movies and wine? Mother’s Day is coming up soon! Show your moms you care by treating her to frozen custard and a sappy, happy movie!
June	10th 20th	Father’s Day is next Sunday! Check out our draft specials and surprise Dad with a day off! We are fully stocked for Candy Month! (which is apparently a thing?) Settle down with a movie and our new favorite snack – Buncha Crunch!
July	1st 13th	Now that it’s ridiculously hot outside, come cool off with a summer hit and an iced coffee! Face your fears, grab some friends for support, and experience our special showing of Friday the 13th!
August	1st  15th	It’s Family Fun Month! We have literally all you need for fun. We expect to see you shortly! Happy Relaxation Day! Nothing is more relaxing than watching movies all day with our fresh espresso. Except the beach, but we’re more affordable.
September	6th 20th	In need of a date night? We’ve got just the thing! Skip the restaurants and have a popcorn dinner with us. In honor of National Pepperoni Pizza Day, we’re pulling out all the stops – ALL pizzas half off tonight only!!
October	5th 27th	Sunday is Bald & Free Day! Let your domes shine proudly - we’ll give you a free small popcorn if you flaunt it! Get in the spirit of Halloween with our new horror film (insert name here)!
November	11th 23rd	A huge thanks to our Veterans who allow us to watch what we want freely. Half off any movie today when you present your military ID!  National Espresso Day + Black Friday = kick your feet up with a cappuccino and movie!
December	12th 28th	Ready for some holiday family bonding time? Join us this week – we’ll have hot chocolate! Ring in the New Year with the new box office hit! (insert name here) Feel free to dress fancy.

Front Postcard

 

Back:

Boxcar Bar + Arcade Marketing Plan

Boxcar Bar + Arcade Marketing Plan

by Karin Willet

Facebook: 16,592 likes and 16,743 followers

Instagram: 3,349 followers

Google +: 641 reviews - average star rating of 4.6 out of 5

Twitter: 748 likes and 813 followers

Yelp:48 reviews - average star rating of 4.5 out of 5

TripAdvisor: 19 reviews - average star rating of 4.5 out of 5

Overall, the reviews were very pleased. On Facebook, many people complimented the laid-back, easygoing atmosphere, the attentive bartenders, and the very reasonable prices. Reviews from Google + also showed people very content with the variety of games, the free popcorn, and the fact that dogs are allowed. Negative reviews generally included no pool or ping-pong tables, kids under 21 being kicked out at 9pm, and the music being much too loud. I recommend the following to show the public we have listened to their reviews and are acting on them.

Recommendation #1: One complaint that stood out to me is the lack of a pool table or ping-pong table. I realize space is an issue, so Boxcar could dedicate a section of the patio area for this, or remove one of the two air hockey tables and install a convertible pool/ping-pong table instead. 

Recommendation #2:Various people mentioned how annoying it is to carry your coat and jacket around with you, as there’s nowhere to put it. I recommend placing a coat rack near the popcorn or behind the bar (manned by the bartender to avoid stealing) so that customers don’t have to carry their coats around.

Recommendation #3: A large complaint issued is how loud the music is. Due to this, people aren’t able to have normal conversations. I recommend either turning the music down to a manageable level permanently, or having a “calmer time” where they leave the music down low until 11pm, and then turn it up louder for the night crowd. 

14 segments:

University students age 18-21, low on ramen noodles, needing some free popcorn	Couples age 21-35 looking for a fun, energetic date night	Couples age 40-55 aiming to re-live the retro games they grew up on	Families w/ dogs that can let kids & dogs play without worrying about losing them	Smaller groups of 4-8 people looking for a fun, cheaper monthly outing
Guys age 21-33 competitive at games, looking for tournaments	Bachelor parties where bride isn’t comfortable with a strip club	Families that want their kids to put down Call of Duty and try new games	Men/women age 30-45 looking for good drink specials	Craft beer connoisseurs
Women age 21-40 looking to unwind on Sundays w/ $1 mimosas	Night owls who are just going out at 11pm	Work offices looking for a place for team building/parties	Birthday party groups for any age 15-55

2 target groups:
·Couples age 40-55 aiming to re-live the games they grew up on

·Women age 21-40 looking to unwind/recover on Sundays w/ $1 mimosas

Missions:

·For couples age 40-55 who enjoy re-living their past, Boxcar Bar + Arcade is the only craft beer and gaming bar that provides retro arcade games to take you back. By offering tokens, popcorn, and Centipede, we combine the loves of your youth in one place, unlike dull, traditional bars. Come choose your player and Drink. Play. Hang.

·For those looking to unwind after a weekend of excessive family bonding, Boxcar Bar + Arcade is the only bar that provides $1 mimosas on top of retro arcade games. By offering OJ, bubbly, and Frogger, we combine your loves of unwinding and low cost in one place, unlike more expensive, traditional bars. Come choose your champagne and Drink. Play. Hang.

1)    Target: couples age 40-55

Facebook post 

CTA:http://theboxcarbar.com/greensboro/

Instagram post 

CTA: Comment on picture

Twitter post

CTA:Retweet post

Target: women age 21-40 needing $1 mimosas

Facebook post

CTA: https://theboxcarbar.com/greensboro/

Instagram post:

CTA: Comment below/stop by

Twitter post

CTA: Come in for a free token

2)    Target: couples age 40-55

Subject: A Retro Blast from Your Past! (And free popcorn)

Hi there, Karin! 

Have you been feeling a little burned out recently? Possibly missing the “good ole days” before responsibility and adulting. Let us introduce ourselves. In case you haven’t heard of us before, we’reBoxcar - Arcade + Bar located in downtown Greensboro! Now, we know you might be saying, “I have no use or time for an arcade.” But we beg to differ. (Plus everyone has a use for a bar, right?)

Do you remember the days spent playing countless hours of Centipede and Dig Dug? How about Space Invaders and Donkey Kong? Because we sure do. Whether in an arcade or on the classic gaming station, we burned quite a lot of thumb calories back then.

No Call of Duty or Virtual Reality sets can replace these retro classics. So, we want to personally invite you to come hang out at Boxcar and re-live your childhood with us! There’s no cover charge, we offer free popcorn, tons of arcade game options(including Pinball and Air Hockey), awesome drink specials, and we’ll give you two free tokens just to get you started!

So, what do you say? Grab the family or enjoy a date night alone. Also, if you come see us by next Tuesday the 13th,show us this email, and we’ll give you double the free tokens!! That’s how much fun we think you’ll have! 

They’re all waiting for you. Hit reply to email us back with any questions. In the meantime, check out our website below for our full list of games and drink specials and read some reviews on our social media sites. We can’t wait to see you!

https://theboxcarbar.com/greensboro/ 

FB: https://www.facebook.com/boxcargso/ 

IG: https://www.instagram.com/boxcargso/ 

Yelp: https://www.yelp.com/biz/boxcar-bar-arcade-greensboro 

Sincerely,

Your Boxcar Team

120 W Lewis St, Greensboro, NC 27406

Drink. Play. Hang.

Target: women age 21-40 needing $1 mimosas

Subject: $1 Mimosas + Games!

Hey there, Karin! 

Have you been feeling a little burned out recently? Possibly exhausted from too much family bonding time this week? Let us introduce ourselves. In case you haven’t heard of us, we’reBoxcar - Arcade + Bar located in downtown Greensboro! 

We’ve heard the talk of how people enjoy Sunday brunch drinks + a good deal, and we have listened! Hold onto your bubbly, because we are now offering $1 mimosas on Sundays starting at 12pm! We know, we can’t believe it either.

In case you don’t know much about us, we provide a vast array of amazing retro arcade games. So, it’s your choice. Either come and relax on our patio area, bring a puppy (we provide treats!), and drink with ease knowing your bank account won’t hate you. Or drink while you play and let off steam with some serious Air Hockey and Skeeball. 

So we want to personally invite you to come hang out at Boxcar with us! There’s no cover charge, we offer free popcorn, tons of arcade game options, more awesome drink specials, andwe’ll give youtwo free tokens just to get you started!

What do you say? Grab your friends, swing by on your way to/from lunch (we also have food trucks, so really it’s a one-stop-shop…). And, if you come see us by next Sunday the 18th, show us this email, and we’ll give you a free token for every mimosa you drink!! That’s how much fun we think you’ll have! 

Our patio and games are waiting for you. Hit reply to email us back with any questions! In the meantime, check out our website below for our full list of games and drink specials and read some reviews on our social media sites. We can’t wait to see you!

https://theboxcarbar.com/greensboro/ 

FB: https://www.facebook.com/boxcargso/ 

IG: https://www.instagram.com/boxcargso/ 

Yelp: https://www.yelp.com/biz/boxcar-bar-arcade-greensboro 

Sincerely,

Your Boxcar Team

120 W Lewis St, Greensboro, NC 27406

Drink. Play. Hang.

Mailing options

Congratulations! You're almost done.

We have 6,795 leads that match your criteria.

To provide you with the most accurate and deliverable data, we:

·       Place more than 20 million phone calls per year.

·       Send our business list through the United States Postal Service's
(USPS) National Change of Address (NCOA) database.

·       Certify our data using the USPS's Coding Accuracy Support Systems (CASS).

Marketing Type and Mailability Score

Marketing Type

·       MailingEdit

Geography 

Add Omit Nth

Select All  

Remove Criteria 

Radius

·       15.0 Mile(S) From Centroid of 27406 in Greensboro, NC

Basic Demographics 

Add

Select All  

Remove Criteria 

Income

·       Under $40000

·       $40,000 - $59,000

·       $60,000 - $99,999

Age

·       18-24

·       25-29

·       30-34

·       35-39

·       40-44

·       45-49

·       50-54

Month Of Birth

·       January

·       February

·       March

·       April

·       May

·       June

·       July

·       August

·       September

·       October

·       November

·       December

Adult Gender

·       Female

·       Male

Marital Status

·       Married

·       Single

Head Of Household

·       Yes

Housing & Finance 

Add

Select All  

Remove Criteria 

Year Home Built

·       1980 To 2015

Optional 

Add

Select All  

Remove Criteria 

Key Contacts

·       One Contact Per Household

Omit Rural Address

·       Omit Rural Routes W/O Box Numbers

Omit Address Type

·       Omit Apartments W/O Apartment Numbers

Households With Children

·       Households With Children

Age Of Children

·       0 To 17

Registered Voter

·       All Registerd Voters

Hobbies And Interests

·       Books, Music & Magazines

·       Stamps & Coins

·       Sweepstakes

·       General Outdoor Sports

·       Travel - General

Hobbies And Interests

·       Comic Book Readers

·       Science Fiction Books

·       Games

·       Dogs

·       Bargain Seekers

·       Credit Card User

·       Gift Giver

·       General Sports

·       Audio Products & Music

·       Electronics

·       Internet User

·       Tv / Movies / Video

I chose the radius of 15 miles within the zip code of Boxcar. This will reach customers most likely to drive/walk there. The age group of 21-40 would be applicable for the $1 mimosa target. The age group of 40-54 would be applicable for the couples wanting to re-live their retro past. I included the income of under $40,000 through $100,000 as that will include college age up to stable adults. The interests I chose could specifically relate to Boxcar and have things in common with other Boxcar attendees. I did chose to target people with children as I feel they would need a night out or mimosa day more than single households. I chose all housing types as well to include more opportunities. I recommend the $917.33 package as it does seem to include quite a bit more information, generating more income I believe in the long run. Plus they do offer some free labels and say we could qualify for special pricing. 

For this step, I opted for the 3 filters of household income, age, and gender. I thought this would be the optimal way to reach people. I chose not to target businesses initially – I would like to see how just residential goes first. If it’s beneficial, we can proceed with targeting businesses. I tried to see where the cost was listed on the actual map per route like you stated, but couldn’t find it. This is how each route came up:

Carrier routes selected:

27405 C030 84.28% match, 1,548 reached

27405 C001 83.07% match, 547 reached

27401 C018 83.33% match, 647 reached

27401 C017 83.12% match, 605 reached

27406 C019 85.60% match, 1096 reached

27403 C008 90.96% match, 857 reached

27407 C020 82.93% match, 83 reached

27407 C038 88.36% match, 580 reached

27407 C025 85.20% match, 1130 reached

27407 C035 83.95% match, 1038 reached

8131 total reach

I would opt for EDDM only at a price of .34 each, $2764.54 total, as I already have an email blast going out. (If I was going to combine them both using EDDM though, I would opt for the Silver package) 

I chose the 6.5” x 9” postcard as my mailer. It’s still relatively cheap and unobtrusive, but not so small that it will instantly be thrown away. I believe with a good heading, it will be noticed. I created the postcard in landscape form so when I copied it over it got a bit wonky. 

MAIL PIECE FRONT