Amusement Sector Case Study


(Name withheld due to non-compete agreement) is a family-owned and operated entertainment company located in New York City. For several years, the company has overseen the redevelopment of a sizable portion of the Brooklyn boardwalk and amusement district.



Challenge:

After years of utilizing traditional marketing methods and some digital marketing efforts, the company desired to capture a much larger share of the online audience. A 360 website audit revealed the design and technical flaws that prevented the website from achieving optimal organic positioning. The company’s website utilized a mishmash of industry-standard and outdated technologies.

The website was not optimized to takes full advantage of the current SEO best practices. There was a need to better utilize current company assets and technology. Moreover, a requirement for guidelines to produce, optimize and maintain web pages. Outdated SEO practices left the company's website with a plethora of duplicate, thin and similar content.

Additionally, Users who visited the park created map pinpoints via Google maps. These pinpoints provided outdated, incorrect information and needed to be frequently updated (with images, video, and text).

Lastly, Fragmented locations and competing entertainment/amusement company’s created confusion for guests who were unaware of additional park attraction.


Solution:

A SWOT Analysis performed months before accepting the assignment provided, user personas a technical and project overview. With a detailed assessment of web technology, competitors, trends and other moving parts I accepted the terms of the assignment.

The initial phase saw me submit the website site to Google web console, this allowed the website to directly communicate changes, errors and important website metrics to the Google search spider.

Phase 2: I performed local optimization by updating and providing the correct company information (phone, address, hours, attributes, etc.…). I created associations between users created map pinpoints and the company’s attractions. This allowed a visitor to discover and easily locate attractions via Google maps and other third-party applications. Another important side effect was the ability of an in-depth analysis of the users who visited each location.

Phase 3: I Created a content distribution guideline, that utilized color science, user personas, user affinities, and psychographic data. I provided an email marketing and content delivery plan to improve the way users digested company content. I also oversaw the creation of email marketing templates to better convey the company’s messaging.

Phase 4: I created data visualizations to easily identify pain points, improve transparency and provide the ability to adjust marketing/promotional campaigns on the fly.

Phase 5: Included the performance of miscellaneous and other tasks outside of the scope of the project i.e. Realtime Social Media Content Creation, Website Maintenance and Audio Equipment Setup.

Result:

Improved organic positioning provided a near 110% boost in organic traffic and 72% for direct to website traffic. Additionally, there was near 37% increase in online revenue. Event respondents increased to near 17% via the utility of local search optimization and local event engines. Increased respondent and participants to the Annual Events 45% over the previous year.



Local discovery searches and local impressions increased to over 40% versus the previous year. Local optimization provided an increase in foot traffic (untracked and unmeasured in the previous year) and 20% in inquiry phone calls.

Email marketing saw a 7% increase in open rate and a 2% increase in conversion. There was an increase in email revenue though this was untracked and unmeasured in the previous year. Email bounce rates and unsubscribes were 4% and 1% respectively.

Additional data withheld.