Reward Your Customer

PUNCH CARD PROGRAM

ABOUT THE LOYALTY PROGRAM

Savings program promotes theater’s core values and easy completion of conversion funnel

WHAT & WHY

OBJECTIVES

1. Sales increase by $5,000 at end of Q4
2. Total of 2,500 app downloads by end of Q4
3. Social media accounts’ follower count increase by 5,000 at end of Q4

KPIs

1. Increase retargeting traffic by 25% by end of Q4
2. Increase customer retention by 40% by end of Q4
3. Increase brand awareness reach by 30% by end of Q4

CORE VALUES

Celebrate the art’s community and cultural impact

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Examples:

• Focus on independent films
• Preservation of theatre’s history
• Support local and small artists/businesses

Non-Profit

Film Industry

Promote within business practices

Examples:

• Virtual Punch Card Program
• Recycling within theatre
• Highlighted by movie selections

Environmentalism

MEMBERSHIP PRICING & DETAILS

• Annual Price: FREE
• 1st visit no service fee
• Email sign-up/newsletter
• 10% discount M & T on non-alcoholic & food concessions
• 3 visits (punches) = completed punch card → one free movie ticket

BASIC

• Annual Price: $200
• All Pro membership details
• Merchandise:
• Clothing
• Free refills on non-alcoholic drinks through reusable cups
• VIP Sections

PREMIUM

• Annual Price: $100
• All of Basic membership details
• 20% discount on non-alcoholic & food concessions
• Early access tickets
• Merchandise:
• Reusable cups - half price drinks

PRO

TARGET AUDIENCE DESCRIPTION

Indie Film Veteran

Age: Gen-X to Boomers

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Location:

• Local to Greater Nashville Area
• Tennessee visitor/tourist

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Gender:

• All inclusive

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Income level:

• Disposable income

Recent Enthusiast - Hipster

Age: Gen-Z to Millenial

Casual patron

Age: 18+

TARGET AUDIENCE PERSONA

DAISY BUCHANAN

Nashville Transplant

Type: Non-committal and Recent Enthusiast

• Age: 26
• Income Level: ~$40,000-$60,000
• Occupation: Party Planner
• Interests:
• Socializing with friends
• Going to movies
• Fashion
• Brands:
• Instagram
• Zara
• Day in the Life:
• Daisy’s day revolves around herself and only commits to plans if it benefits herself. She may go to movies later with a date but is undecided.

TARGET AUDIENCE PERSONA

JAY GATSBY

Nashville Native

Audience Type: Indie Film Veteran

• Age: 32
• Income Level: ~$200,000-$250,000
• Occupation: Business Owner
• Interests:
• Cars
• Fine Arts
• Boats
• Other Brands of Interest:
• Facebook
• Forbes
• GQ
• Day in the Life:
• Starts day with sending party invitations then uses investment revenue to purchase movie tickets for a potential date.

COMPETITOR

ANALYSIS

Nashville, TN

Strength: Top 25 Film Festivals in Country

Weakness: Seasonal without set location

Atlanta, GA

Strength: Year Round Independent Film Programming

Weakness: Little social media presence

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Chattanooga, TN

Strengths: Sizeable Social Media Presence

Weakness: Does not show many indie films

Franklin, TN

Strength: Hosts screenings, events & concerts

Weakness: No loyalty program

DISPLAY ADVERTISING CAMPAIGN

01

DIGITAL MARKETING CHANNELS & OBJECTIVE PLAN

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02

02

03

03

RETARGETING (+25%)

OBJECTIVE

PROMOTIONAL ADS

SALES (+$5,000)

CHANNEL & MEASUREMENTS

BRAND AWARENESS (+30%)

OBJECTIVE:

SOCIAL MEDIA

FOLLOWER COUNT (+5,000)

CUSTOMER RETENTION (+40%)

OBJECTIVE:

APP

DOWNLOADS (+2,500)

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CHANNEL & MEASUREMENTS

CHANNEL & MEASUREMENTS

OBJECTIVE 1: ABOUT THE RETARGETING PLAN

Keep our brand in front of potential customers after they have left our website or searched for relevant content

DESCRIPTION

Target patron types with dedicated ads to facilitate conversion on the basis of our offer

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PURPOSE

CTA:

BUY NOW | DOWNLOAD

OBJECTIVE 1: PAID AD BUDGET ALLOCATION

OBJECTIVE 1: ABOUT THE AUTOMATED WORKFLOW PLAN

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14

potential customer searches for ‘independent film near me’

Submits address to receive newsletter - triggers transfer of data via API to email system

OBJECTIVE 1: ABOUT THE AUTOMATED WORKFLOW PLAN

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15

potential customer searches for ‘independent film near me’

Submits address to receive newsletter - triggers transfer of data via API to email system

CAMPAIGN STRUCTURE DIAGRAM

Campaign

Account

Campaign

Ad Group

Ad Group

Ad Group

Ad Group

Keywords

Keywords

Ad

Ad

Landing Page

Ad

Ad

Landing Page

Ad Group

Ad Group

KEYWORD RESEARCH

Customers:

Independent film

Independent film festival

Film festivals near me

Film festival nashville

Local movie theater

Arthouse

Movie tickets

Indie film screenings

Cinema

Movie theater membership

Theater/Film Terminology:

Early Access Screenings

VIP Screenings

Nonprofit films

Generic Terms:

Movie ticket discounts

Movies out now

Local movie showtimes

Fun things to do in Nashville

Historic sites near me

OBJECTIVE 2: DIGITAL CONTENT THEME

• CONSISTENT THROUGHOUT
• 1920s - HOMAGE TO THEATER’S ORIGIN CREATION

AESTHETIC

• MOVIE THEATER PARALLEL
• OLD HOLLYWOOD
• INVITING

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COLORS/LOGOS/FONT

• UPBEAT
• ENTERTAINING
• INSPIRATIONAL

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TONE

OBJECTIVE 2: ABOUT THE APP

• Free download
• Easy card storage & management
• Push ad/notification capabilities
• Social media links
• Screenings & showtimes
• Trailers
• QR codes

MOBILE

• Account Management
• Detailed Settings
• Contact app help team directly

DESKTOP

OBJECTIVE 2: WEB PAGE LAYOUT-BASIC ELEMENTS

• Old website was hard to navigate

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• Required revamp

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• New buttons for app

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• New theme/aesthetic

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• Before and After screen grabs to follow

OBJECTIVE 2: CREATE A WIREFRAME

MENU

LOGO

IMAGE

TEXT

Call to action

BUTTON

OBJECTIVE 3: CONVERSION FUNNEL CHANNELS

OBJECTIVE 3: CHANNEL HIGHLIGHTS

BREAKDOWN

OBJECTIVE 3: ABOUT SOCIAL MEDIA CAMPAIGN

INSTAGRAM

FACEBOOK

2,000

3,000

Follower count increase per platform by Q4

OBJECTIVE 3: POSTING STRATEGY