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Brianna Moss, Mary Campbell, Lasey Gregory,

William Ryan, Cynthia Summers, Jane Rudenko

ROANOKE PINBALL MUSEUM

LOYALTY PROGRAM

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Roanoke Pinball Museum

The Roanoke Pinball Museum, located in Roanoke Virginia, seeks to cultivate curiosity in science, art, and history through pinball while preserving and honoring its role in American culture.

They currently feature approximately 60 playable pinball machines with production dates ranging from 1932 to the present day.

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LOYALTY PROGRAMS INCREASE YOUR SALES!

Monthly leads are lower in display ads, paid search ads, and retargeting ads. We will use display, paid social and retargeting ads to promote the benefits of the loyalty program to build a pinball community and bring the cost per lead down.

Return On Ad Spend dropped in display ads, paid social ads, and retargeting which has an adverse effect on the monthly ad budget. Using these sources to promote the loyalty program constantly retargeting benefits will result in increased ROAS.

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ABOUT THE PROGRAM

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The Get Tilted Card

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The Get Tilted Card is an annual two-tiered membership program for individuals and families.

Get Tilted allows for unlimited pinball play time with VIP benefits encouraging repeat visits for local Roanoke customers.

The program features a pinball community to increase sales concessions, merchandise, tournaments, and events.

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Free admission (½ off for 1 additional guest)

Early registration access

First in line for select ticketed events

10% off tournament fees, events, merchandise & select concessions

Monthly email with exclusive offers

Pinhead Membership Benefits Include:

Only $80 Annually!

(Tier 1)

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Free admission for group of 4 (½ off entry fee for additional guests)

Early registration access

First in line for select ticketed events

10% off tournament fees, events, merchandise & select concessions

Monthly email with exclusive offers

Lifetime membership to the Get Tilted Facebook group

Only $155 Annually!

Tilters Membership Benefits Include:

(Tier 2)

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ABOUT THE METHOD

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OBJECTIVE	STRATEGY	KPI
Increase revenue by 20% by the end of 2nd quarter	Introduce Loyalty program	Revenue
Increase membership of Loyalty Program by 200 people by the end of each quarter	Run display, search and social media ads	# of Memberships

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THE FUNNEL

THE

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Tilted

AWARENESS

Raise awareness via targeted Google Search ads

Generate interest via targeted social media campaign efforts (Including Facebook & Instagram ads)

INTEREST

CONSIDERATION

Promote advantages/benefits of loyalty program encouraging engagement via Google Display ads

“Thank you” email which includes one free drink code

CONVERSION

ADVOCACY

Retargeting current members via monthly emails to enhance AOV

THE FUNNEL SHOOTER

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DIGITAL CHANNEL PLAN

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CHANNEL	TARGET AUDIENCE	OBJECTIVE	STRATEGY	KPI
Paid Google Search Ads	Roanoke and surrounding area	Increase Impressions by 5% by the end of each quarter	Brand Awareness Ad Campaign	Impressions (GA)
Facebook	Gen X Boomers Millennials	Increase # of followers of Roanoke Pinball Museum page by 10% by the end of Q2	FB Interest Ad Campaign	# of Followers (Facebook)
Instagram	Gen X Gen Z Millennials	Increase # of followers by 5% by the end of Q1	IG Interest Ad Campaign	# of Followers (Instagram)
Display Advertising	Roanoke and surrounding area residents	Increase conversion rate by 10% by the end of each quarter	Promote advantages/ benefits of program increase engagement	Conversion Rate (GA)

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Mary -

To generate awareness, we are using a paid google search ads. The target audience will be individuals and families in Roanoke and surrounding areas. To measure the success of this awareness campaign, we will look at the number of impressions.

Jane -

We decided to dedicate our social media campaigns to the interest phase of the conversion funnel. For FB, we decided to target Gen X, Boomers and Millennials and set an objective to increase the # of followers to our Roanoke Pinball Museum page by 10% by the end of Q2. For IG, we decided to target Gen X, Gen Z, and Millennials and set an objective to increase the # of followers by 5% by the end of Q1.

Bill -

We are focusing on geography and individuals in the consideration phase of the funnel. We are targeting folks in Roanoke and surrounding areas which includes VA Tech and other colleges like Liberty. We intend to increase conversion by 10% by the end of each quarter for our obj. Our primary strategy is to promote the benefits of the program to increase engagement. Our KPI for the display ads is the conversion rate.

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Google Search Ads

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FACEBOOK AD STRATEGY

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AUDIENCE	TARGETING	KPI
GEN X-ERS WITH FAMILIES interested in finding things to do with their kids	GEO-TARGETED:Roanoke & surrounding areas INTERESTS: Attending family friendly events	CTR, Impressions
NOSTALGIC BOOMERS interested in connecting with their childhood	GEO-TARGETED: Roanoke & surrounding areas INTERESTS: Hanging out with long-time friends; drinking	CTR, Impressions
MILLENNIALS who are actively dating and interested in exploring fun date ideas	GEO-TARGETED: Roanoke & surrounding areas INTERESTS: Drinking; trying new things	CTR, Impressions

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Facebook Ads

Families with Kids

Nostalgic Boomers

Dating Millennials

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INSTAGRAM AD STRATEGY

THE

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AUDIENCE	TARGETING	KPI
GEN X-ERS WITH FAMILIES interested in finding activities to do with their kids	GEO-TARGETED: Roanoke & surrounding areas INTERESTS: Attending family friendly events	CTR, Impressions
COLLEGE STUDENTS interested in finding things to do with their friends	GEO-TARGETED: Colleges near Roanoke & surrounding areas INTERESTS: Hanging out with friends; drinking; playing video games; going to barcades	CTR, Impressions
MILLENNIALS who are actively dating	GEO-TARGETED: Roanoke & surrounding areas INTERESTS: Shopping; doing fun things with friends	CTR, Impressions

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Instagram Ads

Families with Kids

Dating Millennials

College Students

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DISPLAY ADS

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Google Display Ads

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LANDING PAGE

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Designed utilizing their current website to complement their design and style.

Roanoke Pinball Museum Website ULR:

https://roanokepinball.org/home

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LANDING PAGE

PINHEAD MEMBER

Unlimited Play
One (1) Guest FREE
Additional Guest 50% Off

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LET THE BENEFITS BEGIN!

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WELCOME EMAIL!

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WORKFLOW DIAGRAM

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Workflow

Mohammed Jenkins searches for things to do with kids in Roanoke, VA

Paid Search Ad for Roanoke Pinball Museum “Family Activity”

Mohammed clicks on paid search ad which triggers a tracking link

Webpage for Roanoke Pinball Memberships

Mohammed is moved in pinball membership targeting segment

Facebook Targeted Ad

Mohammed Clicks on targeted ad which triggers a tracking link

Mohammed adds the membership to his cart and enters his contact information

Shopping Cart Page

Mohammed purchases a membership

Immediately/Monthly

Email for current events

Mohammed is moved in pinball membership targeting segment

Display Ad

Mohammed Clicks on targeted ad which triggers a tracking link

Mohammed brings his kids in for a pinball event

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DASHBOARD

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Roanoke Pinball Museum

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LET’S GET THE PINBALL ROLLING:

What software is needed to implement this program?

What is the earliest date we can start this loyalty program?

Would you like to plan a kick off event to promote this program?

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THANK YOU!

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APPENDIX

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About the Google Search Campaign Plan

Bidding: Target CPA set at $3.00. Bidding focus was set to conversion.

Network: Search Network

Locations: Roanoke and a twenty mile radius around Roanoke.

Languages: English

Audiences: Individuals and families living in and around Roanoke

Budget: The monthly budget for awareness search ads is set to $5,890 making each of the two campaigns having $2,945. That makes each campaign's daily budget $97.

Individual Plan

Roanoke Pinball Museum

Loyalty Program

Group Plan

Classic Arcade, Roanoke Pinball

Roanoke Family Activity, Pinball

Ad 1

Ad 2

Loyalty Program Page

Ad 1

Ad 2

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Adult Singles and College Students

Families with School Aged Children and Teens

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Google Search Ads

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Group Plan:

Individual Plan:

Keyword Examples

Individual Plan- Roanoke Arcade, Pinball, Roanoke Museum, Classic Arcade Games, Date Night, 80’s Night, Downtown Roanoke

Group Plan- Family Fun, Roanoke Family Activity, Things to do in Roanoke, Tournaments, Pinball Machine, Kid Friendly Roanoke, Fun for the Whole Family

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Appendix—Google Search Ads

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Appendix—Google Search Ads

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Appendix—Google Display ads

Show screenshots of how you set up your paid search campaigns. Include budgets, campaign settings, audience demographics etc.

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Appendix—Google Display ads

Show screenshots of how you set up your paid search campaigns. Include budgets, campaign settings, audience demographics etc.

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Appendix—Google Display ads

Show screenshots of how you set up your paid search campaigns. Include budgets, campaign settings, audience demographics etc.

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Appendix—Google Display ads

Show screenshots of how you set up your paid search campaigns. Include budgets, campaign settings, audience demographics etc.

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Appendix—Google Display ads

Show screenshots of how you set up your paid search campaigns. Include budgets, campaign settings, audience demographics etc.

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Appendix—Google Display ads - Ad Group 1

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Appendix—Google Display ads - Ad Group 2

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Appendix—Google Display ads - Ad Group 2

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Appendix—Google Display ads

Show screenshots of how you set up your paid search campaigns. Include budgets, campaign settings, audience demographics etc.

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Appendix—Google Display ads - Ad Group 2

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Appendix - Facebook Ad (Families with Kids)

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Appendix - Facebook Ad (Families with Kids)

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Appendix - Facebook Ad (Nostalgic Boomers)

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Appendix - Facebook Ad (Nostalgic Boomers)

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Appendix - Facebook Ad (Dating Millennials)

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Appendix - Facebook Ad (Dating Millennials)

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Appendix - Facebook Ad (Dating Millennials)

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Appendix - Instagram Ad (Families with Kids)

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Appendix - Instagram Ad (College Students)

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Appendix - Instagram Ad (College Students)

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Appendix - Instagram Ad (Dating Millennials)

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Facebook Ads

Families with Kids

Nostalgic Boomers

Dating Millennials

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Instagram Ads

Families with Kids

College Students

Dating Millennials

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Appendix—Marketing Brief Template

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https://docs.google.com/presentation/d/1QRD2mABCyfG1ErF9pUDBANLFXGBn6DjFvQowyS7iCSU/edit?usp=sharing

Marketing Brief Link:

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Customer Persona

Persona name	Demographics	Life circumstances	Motivations and considerations
Persona #2 - Mohammed Jenkins	Age - 43 Pronouns - (he/him/his) Income - $87k a year Education - masters in electrical engineering Location (city, suburbs, rural) - suburbs	Work Experience Level - director of IT Relationship Status - married Parental Status - one eight year old, one 12 year old, and one 15 yr old	History Buff and nostalgic. Loves unique activities with teenage children. Loves to post his family activities on social media. Loves to visit museums and National Parks.