ALAMO ARMY REWARDS

Joel Barrio│Jojo Haboon│Daryn Lundberg

Gerard Ramos│Cristiane Santos│Karina Trujillo

ABOUT ALAMO ARMY REWARDS

All customers in the program receive 1 ammo point for every $5 dollars they spend.

In addition, they receive a rewards for every 100 points spent and upgrade in loyalty tier.

Alamo Juniors (0 pt - 100 pts)

Receives a pin

Monthly member only discounts/coupons on food (through email)

Alamo Sergeant (101 pt - 200 pts)

Monthly member only discounts/coupons on food (through email)

1 Free screening

Birthday tickets

Alamo Captain (201 pt - 300 pts)

Birthday tickets

2 Free Screenings

Monthly member only discounts/coupons on food (through email)

Celebrity Meet and Greet

Exclusive David member-only VIP events

Data Dashboard

Overview of previous campaign:

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• Awareness: largest allocation of monthly budget, but have the lowest ROAS.

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• Paid Search Ads is the primary focus on ad spend, followed by Paid Social Ads and then Display Ads

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• CPA is too high -> lower for the desired ROAS.

Campaign Objectives and Marketing Channels

Campaign Objectives

1. Increase sales conversions by 10% by the end of Q4.
2. Increase AOV by 20% by the end of the year.
3. Increase amount of returning customers by 10% by the end of the month.
4. 1000 reward programs sign ups with 30% of the signups from the app by the end of Q4.

Marketing Channels

• Paid Search Ads
• Display Ads
• Facebook Ads
• Email Marketing
• In App Ads

Multi-Channel Strategy

Multi-channel marketing strategy is the most efficient because it allows the campaign to:

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• Expand reach by increasing targeted Impression rate.
• Increase engagement by targeting audiences through our social media outreach and retargeting programs.
• Reach consumers on their preferred channel.

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On this specific campaign we will combine the digital channels to move potential and existing customers down the funnel.

KPIs

• Paid Search�Increase Impressions by 15% by Q4.

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Click Through Rate

Conversion Rate

Cost Per Conversion�

• Display

Increase Conversion Rate by 10% by end of year.

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Impressions

Click Through Rate

Number of Conversions�

• Facebook (Retargeting)

Increase Clicks by 10% by Q4.

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Impressions/Reach

Engagement Rate

Clicks

• Instagram

Increase Engagement by 20% by end of year.

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Impressions/Reach

Engagement Rate

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• Email Marketing

Increase CTR by 5% by Q4.

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Open Rate

Clicks�

• In App Ads

Increase App Downloads by 25% by end of year.

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App Downloads

Number of discount codes used/Promo claims

Web Page Layout- Basic Elements

Reference

MEAN GIRLS

BRUNCH

On Wednesdays, we wear pink...

Fonts

Color Palette

Logos

Uses vintage/classic film posters’ aesthetic as a part of branding.

Wireframe of Landing Page

Sign-up Today to start earning Alamo Ammo Points for free tickets and discounts on food & merchandise!

Digital Funnels Come in Many Styles

Channels used: Display Ads, Paid Search

Channels used: Social Media, Facebook, Instagram

Channels used: Facebook (Retargeting), Paid Search

Channels used: Email Marketing, Mobile App

Channels used: Social media and Email

Awareness

Engagement

Evaluation

Conversion

Advocacy

Visualizing the Funnel

Retargeting Plan

The retargeting campaign will target customers that visited the website and left without making a purchase. We will be using Facebook retargeting ads to drive conversions for the rewards program.

Our retargeting strategy will help us meet our objectives of increasing sales (#1) and increasing returning customers (#3).

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Search Campaign Plan

Families

Search Website Traffic Campaign

Alamo Army

Search Website Traffic Campaign

Couples without Kids

Cinephiles

Foodies/brewery lovers

Event goers

Keywords

Keywords

Ad

Ad

Homepage

Ad

Ad

Coming Soon Page

Target Audiences

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• Families
• Young Adults
• Cinephiles
• Foodies/Brewery Lovers
• Event Goers

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Search Campaign Screenshots - Movie Goers

Display Advertising Campaign

• Objective: Awareness
• KPIs: Clicks, Impressions.
• Targeting Groups
• Families
• Couples
• General Movie Fans & Movie Rewards

Display Ad Examples

320 x 568

320 x 250

320 x 250

480 x 120

Social Media Campaign

Facebook

Most followers

Most active

Largest reach

Best retargeting tools

Instagram

Second most followers

Second most active

Best channel for visuals

Can better reach younger demographics

Promote the rewards program by engaging our audience with recent showings and the features of the Alamo Army Rewards program. �

• Happy, bold and fun ads
• Imagery: Favorite/newly released movies
• Re-engage old audience by promoting the rewards program.

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Social Media Ad Examples

Facebook

Instagram

Workflow Chart - User Behavior

Segments:

Facebook Rewards Program retargeting

Website user

App User

Workflow Chart

Facebook ad for Alamo Movie Rewards Program

Clicks through the Sign-Up form -> Triggers data collection from website to analytics

Clicks on Facebook ad -> Triggers tracking link

Moved into Website User segment

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Visits Rewards page

Fills out Alamo Army Membership Form

Sign up for Rewards Program

Downloads the App

Moved into Facebook Rewards Program retargeting segment

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Clicks on Facebook Retargeting ad -> Triggers tracking link

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Immediately

Gets Retargeting Facebook ad

Moved into App User segment

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Fills out Alamo Army Membership Form

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Touchpoint

Tracked Action

Segmentation

Time

Next Steps

• Monitor Facebook and Instagram campaigns for engagement and adjust to maximize awareness.
• Continue to announce new films and rewards on social media.
• Ensure continued patronage through the app and streamline to meet the needs of the customer.
• Evaluate the campaign and proposed budget with the business owner so we can begin the necessary changes to increase revenue for the Alamo Drafthouse.

Thank You!

Questions?

Appendix: Marketing Brief

The Business

Business Category: Theater

Company Name: Alamo Drafthouse Cinema

Brief description: Cinema where you can go to watch films while enjoying your choice of a variety of food.

Value Proposition: “The Alamo Drafthouse Theater is good food, good beer and good film, all at the same place!” For over two decades we’ve worked to make the Alamo Drafthouse experience the best cinematic experience in the world.

The Scenario

In the past, our marketing team has averaged a 20% ROAS across all channels in our funnel. However, recently, marketing costs have gone up, while the average amount each customer spends has stayed the same, dragging our ROAS down to 0%.

Our company’s head of marketing has decided that the best tactic to increase customer spending is through a loyalty program. The hypothesis is that by creating incentives and rewards for customers, you can increase the number of times customers make purchases.

Appendix: Marketing Brief

The Solution

The best way to make advertising profitable again is to increase the average sale amount per customer. We decided that the best tactic to achieve our goal is to create a loyalty program. Our hypothesis is that by creating incentives and rewards for customers, we can increase the number of times customers come into the store and make purchases.

Loyalty Program 1 - The Influencer

The Data

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Appendix: Marketing Brief

Our top customers are represented by Mohammed Jenkins. Our product makes their lives better because:

1. Provides a way to entertain himself and his family, or just his wife on date night.
2. Saves money on the loyalty program on an all in one of experience on a night out.
3. Gives him the opportunity to meet his favorite rom com actors/actresses through the loyalty program (ex. Matthew McConaughey)

Our Customers

Our Brand

Appendix: Marketing Brief

Our Brand

Appendix: Keyword List

Families

• PG 13 Movies
• Animated Films
• Childrens movies
• Family Friendly
• Feel good movies
• Best animated movies
• Musicals
• Sports films
• Family fun
• Kids parties
• Fast food
• Pizza Party

Young Adults

• Dine-in theater
• Blockbusters movies
• Bar and food near me
• Student discounts
• Brewery near me
• Blockbuster films
• Romantic Comedies
• Party films
• Fun date ideas
• Breweries
• Drinks

Movie Lovers/Cinephiles

• Classic films
• Best Comedy Movies
• Best Action Movies
• Superhero films
• Sci-fi films
• Marvel films
• Movie theater near me
• Movie times Raleigh
• Oscar winning movies
• Award winning films
• Best movies out now
• Unique movie watching experience
• Dine in movie theater
• Upcoming movies
• New movies
• Best movies to watch 2021
• Indie films
• Foreign films
• Romance films
• Musicals

Appendix: Keyword List

Food & Brewery Fans

• Dine-in theater
• Breweries near me
• Dine in cinema
• Film and Food
• Bar and food near me
• Breweries
• Vegan options
• Vegan food
• Snacks
• Cocktails
• Wine
• Pizza
• Sandwiches
• Milkshakes
• Popcorn
• Pub food
• Food and drinks

Event Seekers

• Things to do in Raleigh
• Raleigh movie theater
• Celebrity meet and greets
• Exclusive events
• Events near me
• Things to do this weekend in Raleigh
• Top things to do near me
• MONDO
• Fantastic Fest
• AGFA (American Genre Film Archive)
• Cat video fest
• Activities near me

Branded Searches

• The alamo drafthouse
• alamo movies
• alamo movie theater
• alamo theater
• Alamo drafthouse raleigh nc
• The alamo theater
• Alamo drafthouse movies
• Alamo drafthouse menu
• Alamo drafthouse showtimes
• Alamo drafthouse locations

Negative Keywords

Car Rental, Drive in

Appendix: Search Campaign Screenshots

Final URLs, Display Paths, Headlines

Appendix: Search Campaign Screenshots

Campaign Objective, Audience Behavior, Location, Extensions

Appendix: Search Campaign Screenshots

Branded

Event Seekers

Appendix: Search Campaign Screenshots

Families

Food & Brewery Enthusiasts

Appendix: Audience Targeting

Family

Couples

Movie Rewards

Appendix: Display Targeting

Family

Couples and Movie Rewards

Appendix: Display Placement

Family

Couples

Movie Rewards

Appendix: Facebook Audience Retargeting Screenshots

General Visitors (Past 30 Days)

Rewards Program Page Visitors (Past 60 Days)