Case Study Regional Family Entertainment Organization
Event Promotion
Objective
Enhance awareness of both the indoor and outdoor activities throughout the first quarter of 2025. Inspire and drive cold weather attendance from both adults and families.
Target Audience
Media Buying Demo: Adults 25-54 throughout central Ohio
Audience Building
An audience profile was created based on client zip codes tracking alongside Placer.ai audience analysis, reflecting the same period during 2023. This data was categorized into five high-indexing Experian Mosaic segments including Power Elite, Flourishing Families, Promising Families, Young Single Solos, Singles & Starters, Booming with Confidence.
Strategy
Our responsibility included developing and implementing a traditional media strategy, as the client has digital personnel on-site. In addition to utilizing linear television and local radio to cover the geographical area, we also proposed incorporating a digital television (DTV) component that would operate solely on commercial subscriber tier of three prominent streaming networks.
Channels Used
DTV served as a comprehensive coverage solution for the entire geographic area, encompassing three DMAs, plus rural areas located within a practical driving distance around the target geography. The streaming networks purchased included:
- Netflix targeting Adults 25-54
- Disney+ targeting Adults 25-54 and Households with Children
- Amazon Prime targeting outdoor enthusiasts and those who shopped for winter coats, gloves and other cold weather gear
Results
Throughout the first quarter of 2025, Ohio experienced very unfavorable weather with very cold temperatures and above average snowfall. This impacted both ticket sales and location attendance.