Jellystone Park

Case Study

Bridging Gaps in Franchise Harmony and Revenue Growth at Jellystone Park

Client

Jellystone Park

Industry

Entertainment & Leisure

Goals & Objective

Enhance brand awareness and increase park visits nationwide.

The Challenge

Jellystone Park’s challenges were primarily rooted in a disconnection between franchisees and the parent brand. The absence of unified digital guidelines led to a disjointed and confusing customer experience. And without a digital strategy encompassing both the brand and its franchises, marketing efforts often overlapped, resulting in market cannibalization and weakened brand efficacy.

The Strategy & Solution

We implemented a digital co-op program enabling franchise parks to participate in a collective digital marketing effort that would promote both their individual locations and the global Jellystone brand.

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Organic Social Media Support

By leveraging organic social media strategies, the program aimed to increase engagement and build a strong community feel around each park, enhancing visibility and connection with the audience.

Drive to “Book Now” Actions

The campaign focused on directing significant traffic to “Book Now” options on individual park pages. While detailed tracking was limited beyond initial clicks due to the franchising model, this strategy was crucial in driving initial customer actions toward bookings.

Robust Multi-Channel Marketing

A comprehensive approach was taken with multi-channel marketing, integrating social media, search engine marketing, and programmatic advertising to create a cohesive and dynamic promotional effort. This strategy ensured consistent messaging across all channels, significantly boosting revenue and enhancing the brand's market presence.