save big with a family-sized play pass!. introduction refining the brand –creating a consistent...
TRANSCRIPT
Save big with a family-sized Play Pass!
Introduction
Refining the Brand– Creating a consistent message
Marketing/Positioning– Driving traffic and positioning passes
Driving Value– Communicate value and drive pass purchase
SWOT Analysis
What we learned
• Strengths– Highly profitable– OPC teams use passes for tours (revenue)– More than one pass option
SWOT Analysis
What we learned
• Weaknesses– No real package for passes– No real identity– Offers are confusing because we are
promoting too many messages– No lifestyle connection to help sell fun
SWOT Analysis
What we learned
• Opportunities– Communicate value– Collapse offers– Re-think menu boards– Sell at welcome party– Twilight pass– Promote passes at venues
SWOT Analysis
What we learned
• Threats– Parks– Mini golf off property– Not enough tubes during peak times– Owners think tubes should be free
Activities Positioning
Sell pass first in all mediums as a family value.
Use consistent message about the passes so both internal and external audiences understand the offering.
Use non-paid activities consistently and only “promote” the passes.
Key Selling Points
Passes provide big savings
Stay on property—no need to leave the resort
Main Marketing Messages
Save big with a family-sized Play Pass – Raise your fun with new lower prices– Keep your fun costs under par – Fun for less—check into it – A suitcase of fun at a carry-on price
Play Pass
Putt Pass
Pass Packaging
Counter Display
Generating Excitement
Creating the Buzz• Mediums
– In-lobby / In-room channel– Elevator signage– Golf cart GPS
• Messages– Catchy, succinct– Pique interest
Channel 83
Lobby Powerpoint
Elevator Sign
Golf GPS
Drive Traffic
Creating Urgency• Mediums
– Security flier– Vacation News– Voicemails
• Messages– Value-driven– Offers
Security Flyer
Vacation News
Drive Traffic
Voicemail Scripting:– Save over 75% on mini golf, tube rentals and
The HIPPO™ slide when you buy a family-sized Play Pass at any retail, mini golf or tube rental location today!
Signage
Awareness and Directional• Mediums
– Banners on light poles– Pricing signage on front of building
• Messages– Directional– Sense of arrival– Value pricing
Island Golf/The HIPPO Banners
Island Golf/The HIPPO Banners
Putt Putt Banner
Putt Putt Banner
Island Golf Signage
12" x 40"
Island Golf Signage
Splash Shack Signage
18" x 36"
Splash Shack Signage
Putt Putt Signage
24" x 36"
Putt Putt Signage
Awareness
What we want guests/owners to know• Mediums
– Electronic and print publications– Vacation News
• Messages– Informational– Story-driven
Shot List
• Recommend lifestyles photo shoot of on-site activities.
• Island Golf, Putt Putt, Hippo, Tubes, Cabanas
Timeline
On-property Mediums: 10 days
E-pubs/Print Publications: April/Summer
Exterior Signage: TBD/ASAP
Action Items
Next Steps– Define action items
• Non-revenue-generating activities plan within10 days
– Discuss current jobs in the system