Below is my final capstone project that earned me my bachelor of science from Stephens College. I created this integrated marketing and communications plan for Lazer Lanes family entertainment center with the intent to drive sales and increase brand awareness for the company.
Located in Columbia, Missouri, the family-owned business was quickly popular after opening in the Fall of 2012 and enjoyed very profitable weekends. After about 6 months in business, weekday traffic slowed, especially on Mondays, Tuesdays and Wednesdays. Sales were down and all activities in the complex were not receiving the same excitement as they were when it was new. In order to encourage weekday traffic, I proposed to implement a sales campaign with special discounts only available during those weekdays.
Sole-Designer; researched, wrote, designed and executed this entire marketing campaign over the course of my final semester before earning my degree. In addition to the plan below, I have included the collateral pieces outlined in the campaign.
The owner wanted the coupon and brochure pieces to reflect the “family-friendly fun” atmosphere of the complex. He wanted bright colors, similar in look and feel to the logo, and lots of cool imagery. I took photographs on location that I then utilized in the collateral pieces.
Having trouble with the embedded Issuu viewer below? Following this link here to view my campaign plan on Issuu.com.