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All content for educational purposes only

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CAVEAT: All # are passed on theoreticals and all #s would be adjusted based on location receipts

The Alamo Drafthouse’s business goal is to gain a member base of 100, across all locations, for their Cinemaniac loyalty program. Once the member base is reached, the objective is to increase member sign-ups by 10% each quarter, with a churn rate no higher than 5%.

Increase customer lifetime value through rewards program, generating 3% more in revenue year-over-year.

We will measure the objectives by tracking the member base each quarter until we hit our goal. After that, we will take the total members increased divided by the member base to get the percentage increase. 100 total member. 25 increase. 25 / 100 = 25%

Business Objective: Increase customer lifetime value through the Cinemaniac rewards program, generating a revenue increase year-over-year of 10% in 2022.

Loyalty Program Objective: Gain a member base of 100, across all locations, for the Cinemaniac loyalty program. Once the member base is reached, the objective is to increase member sign-ups by 10% each quarter, with a churn rate no higher than 5%.

KPI: We will measure the objectives by tracking the member base each quarter until we hit our goal. After that, we will take the total members increased divided by the member base to get the percentage increase. 100 total member. 25 increase. 25 / 100 = 25%

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Brand	Level	Business Model	Loyalty Program	Alcohol	Ticket Prices	Service Level	Revenue (in millions)	Number of Locations
Alamo Drafthouse		Business-to-Consumer	Victory	Yes	$12.50	Wait Staff - Full Menu (meals, dessert, candy, etc)	$515	41
Studio Movie Grill	Primary	Business-to-Consumer	SMG Access	Yes	$12.00	Wait Staff - Full Menu	$250	30
IPIC	Primary	Business-to-Consumer	IPIC Access	Yes	$14.00 - $19.75	Wait Staff - Full Menu	$148	15

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The Cinemaniac Loyalty Rewards Program is a new, unique experience Alamo Drafthouse offers to their customers as a way to show an appreciation for their longtime business and to welcome more film fanatics into the family. They are passionate about not only creating a moviegoing experience that cannot easily be replicated anywhere else, but to provide exclusive discounts and perks that encourage their customers to make Alamo their number one theater.

By creating a streamlined tiered-point system, the rewards program will drive revenue and incentivize customers to level up to keep earning premium benefits.

With the Ad Campaign segmented across Google Ads, Instagram, and SMS messaging, Alamo can continue to build the Cinemaniac customer base and encourage them to invite their friends to revel in the rewards together.

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YELP! Stars Comparison
Alamo Drafthouse Keywords - Semrush
Competitor Keyword Gap Analysis - Semrush
Bonus: Lead Scoring System

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User Behavior	Points
Clicks on Social Media Ad	7
Clicks on Google Ad	10
Download Alamo Drafthouse App	7
Sign up for our e-newsletter	5
Refer a Friend	5
Completes Rewards Sign-Up Form	7
1-3 Page Views on Cinemaniac Rewards Page	1
4-6 Page Views on Cinemaniac Rewards Page	3
6-8 Page Views on Cinemaniac Rewards Page	6
10 + Views on Cinemaniac Rewards Page	9

User Attributes	Points
Female	5
Male	3
Age: 18-25	5
Age: 26-35	5
Age: 36-45	3
Age: 45-59	3
Age: 60+	1

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User Behavior	Points
Female	5
Age: 35	6
Clicks on Google Ad	10
10 + Views on Cinemaniac Rewards Page	9
Download Alamo Drafthouse App	7
Sign up for our e-newsletter	5
Threshold	42 Conversion

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Brand	Level	Loyalty Program	Alcohol	Ticket Prices	Service Level	Revenue (in millions)	Locations	Threat Level
Alamo Drafthouse		Victory	Yes	$12.50	Wait Staff - Full Menu (meals, desert, candy, etc)	$515	39
Studio Movie Grill	Primary	SMG Access	Yes	$12.00	Wait Staff - Full Menu	$250	30	Low
IPIC	Primary	IPIC Access	Yes	$14.00	Wait Staff - Full Menu	$148	15	Moderate
AMC	Secondary	AMC Stubs ($9.99/month)	Yes	$10.50	No Wait Staff - Full Menu	$5,500	978	Moderate
Cinemark	Secondary	Cinemark Movie Club	Yes	$11.00	No Wait Staff - Quick serve snacks	$4,600	525	Moderate
Dave and Busters	Tertiary	NO, rewards program	Yes	n/a	Wait Staff - Full Menu	$1,300	140	Moderate
Streaming - Netflix, Prime, Disney+	Tertiary	n/a	No	Variable	n/a	$50,000	400 million Subscribers	HIGH

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Z Format

Logo at top left corner

Content Above the Fold
Immediate CTA

Sign Up or
Sign In

Showcase brand personality through engaging, quirky copy and enticing imagery

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Script:

Focusing on the branding of the rewards program the landing page starts out with the logo for the program with 2 CTAs. The first thing we want potential customers to do is find a way to sign-up to be a “Cinemaniac.” We also want to make it easy for all who already members to sign-in and manage their account. As the you travel down the page, each level of the program is laid out with a few breadcrumbs of what they offer to those who are members. Lastly, they can also download the Alamo Drafthouse App and start their journey or continue on their path of being the best “Cinemaniac” as possible. At each point on the page, there are buttons for customers to get information or go straight to signing up with limited blockers. Each image also has alt-text and the site itself has it’s on title and tagline for when searched, customers can get an idea of what the site will hold.

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Landing Page Group 1 Ad Campaign Screenshots

https://docs.google.com/document/d/1ZPqBXvHmWAtaTflmFyN3bSAA6tgahVirKBji-Wok9cU/edit?usp=sharing

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Group 2 Ad Campaign Screenshots