Meghan Patterson ADV420 Final

Presentation

Overview

Cedar Point is known as America’s Roller Coast.

They are best known for their record breaking roller coasters and thrill rides.

They are seen as a fun, energetic brand that love a thrill and having a good time

It is also a great place for families to go together for an escape that isn’t necessarily far from home.

Goals Challenges

To increase the number

of online sales of

season passes and

single visit tickets.

Create continuity across

channels of a fun,

adventurous and thrill

seeking brand that is

fun for the whole family.

People are cutting back

on unneeded spending

due to the economy.

Not every piece of their

marketing efforts has

the same voice or

personality

Overarching Message

I want to make their fun, exiting brand personality

show across their media channels by adding a little

bit of flair. Visiting Cedar Point is all about the

experience and the thrill and so we want express

that in the social media presence.

Facebook Foursquare On-ride photo contest

Fans will be asked to submit their favorite/funniest on-ride photo

Top 25 as picked by Cedar Point will be posted in an album.

The picture with the most votes wins a 4 pack of season passes

Set up locations for individual rides allowing visitors to check in while waiting in line, interact with each other and collect badges.

Also offer discounts at certain refreshment stands around the park if a visitor checks in.

Pinterest They have started a Pinterest, however each board has a sad

number of pins. Need to increase the interaction as well as add boards that are more follower interactive such as guessing a location based on a close-up picture.

Google AdWords

Cedar Point is a very technology savvy company,

and they have to be; they’re in the business of

offering the best and latest in thrill rides and family

fun. So why shouldn’t they have an online marketing

strategy that’s cutting edge too?

Ad groups would include

Roller Coasters

Parks

Waterpark

Location

Family

Ticket Sales

Budget & Timeline

This is a seasonal business so most of the heavy pay per click would be done between April and June when the highest season pass sales occur.

We also want to keep interest going throughout the open season as well as at off time to get the audience excited.

Based off a total marketing budget of $250K the budget for this digital campaign would be approximately $75,000.

1% of the budget should be for local search visibility

11% for SEO for Ecommerce

74% for PPC,

5% for email

9% for online PR

to have the most impact for the seasonality of Cedar Point’s business.

Metrics of Success

We will ultimately measure success by the difference

in online tickets sales from one year to the next.

We will also track conversations about Cedar Point

online and the amount of interaction occurring on the

social media channels.

THE END

THANK YOU!