Lazer Lanes Senior Capstone

“FAMILY, FRIENDS, AND FUN!”INTEGRATED MARKETING & COMMUNICATIONS PLAN

LILY BRODZINSKISENIOR CAPSTONE

SPRING 2013

MAY 2013 — SEPTEMBER 2013

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TABLE OF CONTENTSEXECUTIVE SUMMARY

SITUATIONAL ANALYSIS

COMPANY ANALYSIS

AUDIENCE ANALYSIS

SWOT ANALYSIS

RESEARCH

SECONDARY

PRIMARY

MESSAGING STRATEGY

OBJECTIVES

TACTICS

CREATIVE BRIEF

BUDGET

TIMELINE

EVALUATION

RECOMMENDATIONS

APPENDIX

REFERENCES

3

5

6

7

8

11

12

16

19

20

21

23

25

29

33

35

37

59

“FAMILY, FRIENDS, AND FUN!” 3

EXECUTIVE SUMMARY“LAZER LANES: FAMILY, FRIENDS, AND FUN!”

Lazer Lanes is an family entertainment center that is unlike any other businesses in the

Columbia area. The FEC offers a multitude of services to its customers including bowling,

laser tag, arcade games, billiards batting cages and a full basketball court all under one roof.

The wide array of activities available at Lazer Lanes make it popular with all ages and unique

amongst its competitors in the area. As Lazer Lanes is within its first year of operation, its

marketing efforts have been focused on raising awareness of its existence and establishing its

brand. The business has seen tremendous success in sales in its first six months and is ready to

narrow its marketing focus to meet more specific needs. In this plan, I focus on raising brand

awareness and increasing sales during trough periods.

Both primary and secondary research show that Lazer Lanes appeals to a broad array of

audiences due to its unique features. Secondary research shows that because the FEC industry

offers inexpensive and low-risk leisure time activities for customers, it is withstanding current

economic challenges. Primary research shows that the company earns most of its customer

base from word-of-mouth and referrals, and once a customer has experienced what Lazer

Lanes has to offer, they will become repeat customers.

Following the findings from research conducted, Lazer Lanes should consider:

Utilizing a coupon as an incentive to come in to Lazer Lanes on during slow days

Integrating traditional advertising methods with digital forms of advertising to increase sales

through increased brand awareness

Lazer Lanes uses a monthly budget plan to implement their marketing efforts. The company

dedicates $5,000 a month towards all marketing efforts, making for a total budget for this plan

$25,000 over the course of five months.

PURPOSE

RESEARCH

RECOMMENDATIONS

BUDGET

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SITUATIONAL ANALYSIS

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**For additional background information on the FEC industry, industry competitors, etc. see secondary research on page 12.

COMPANY ANALYSISThe purpose of this communications plan is to increase sales for Lazer Lanes during slow

periods through increased brand awareness from word-of-mouth and referrals, highlighting the family-owned and operated nature of the business, as well as its key features and offerings.

MISSION “Our mission is to provide amazing services and the maximum amount of fun to our guests.”

Lazer Lanes is a family owned and operated family entertainment center located in Columbia, Missouri. The Sterchi

family has been in the entrepreneurial business for years, owning many other businesses in the Columbia area including

The Market Place antique shop off of highway 70. Lazer Lanes has been the latest venture, spearheaded by Ron Sterchi.

The FEC was established after the closing of the location’s former occupant, Galactic Fun Zone. Although Ron owned

the building, the business was run by different management. The bowling alley and bar was popular amongst Columbia

residents, however the business was not run well, and eventually failed and closed. Seeing an opportunity in this misfortune,

Ron took over and Lazer Lanes was established as a new family entertainment center business, opening in November of

2012 after extensive renovations of the 40,000+ square foot building. Nearly every member of the Sterchi family is involved

in operating the company, from ownership, to management, to activity operation and birthday party facilitation.

COMPANY BACKGROUND

GOALSLazer Lanes has many goals as a company:

Increase sales of bowling, laser tag, arcade games and birthday party bookings on slow sale days, Monday Tuesday and

Wednesday.

Increase brand awareness of Lazer Lanes as a new business with family friendly atmosphere, separate and different from

Galactic Fun Zone.


AUDIENCE ANALYSISLazer Lanes draws its target audience from its location in Columbia, Missouri. This city is known for its high volume of

college students and young people from the multiple universities and colleges there.

Target Market A is the customers who has free time on weekdays and weekends, tend to be between the ages of 16

and 35, having no children or leaving their children at home. These customers are looking to have a good time and make

memories with friends in a fun, friendly environment. They are motivated by price and appreciate a good deal.

Target Market B is generally men and women with children under 18 years old still living in their household. These

customers make up the majority of weekend sales through birthday parties and casual play dates, as kids and their parents

are already doing school work and club activities and hobbies on weekday nights, leaving their weekends more free for

leisure time activities.

TARGET AUDIENCESFECs enjoy a broad range target market due to their variety of activity choices. Most FECs appeal to the 8 to 14 age

group and their parents while certain businesses, like Lazer Lanes, command broader demographics due to their activities

offering like bowling.

FAMILIES – BIRTHDAY PARTY CUSTOMER:

Men and women

25 to 55 years old

Single or married with 1 to 4 kids

Generally Educated, high school to college

Works a job to earn disposable income

Middle to upper class income levels

Enjoys leisure time activities, has time to partake in them

Family-oriented

Motivated by price, appreciates a good deal

AVERAGE WEEKDAY CUSTOMER: Men and women

16 to 35 years old

Single or married

0 to 2 kids

Some education or possibly students, high school to college

Works a job to earn disposable income

Middle to upper class income levels

Enjoys leisure time activities, has time to partake in them

Often motivated by price, and appreciates a good deal,

but is also focused on fun and enjoyment

TARGET MARKET B

TARGET MARKET A

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SWOT ANALYSIS

Television, video games, tech gadgets and the Internet keep families entertained from home

Also High gas prices deter families from entertainment travel and strengthen home entertainment choices

FECs indirect competitor market is broad, leaving them to compete with multiple industries like malls and

restaurants that offer a blend of food and entertainment

FECs provide customers an inexpensive and low-risk leisure time activity during tough economic times

Business located directly next to highway 63 making it easily accessible from many areas of Columbia

FECs can take advantage of new technological advances in gaming and arcades to entice technologically savvy

target market

New business that has only been open six months, meaning low brand awareness

Ongoing renovations and expansions to facility cause interruptions in normal sales days and cause uncertainty

amongst customers

Family owned and operated allows full managerial control over business

Offers wide array of activities and game play choices

Clean, newly renovated 40,000+ square foot facility, open seven days a week

Personal, familiar and friendly service from employees and family atmosphere

Good prices compared to competitors

S STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

W

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RESEARCH

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RESEARCH SECONDARY RESEARCH

INDUSTRY ANALYSIS

TARGET MARKET RESEARCH

Lazer Lanes operates in the family entertainment center industry. The FEC industry consists of companies and

recreation centers that feature a variety of activities such as bowling, arcade style gaming, laser tag, etc. that appeal to all

ages. Businesses can feature one of the aforementioned activities or any combination thereof. Those businesses that do

combine more than one activity tend to be more marketable and have a higher success rate than those who only feature

one attraction. Bowling is one of the most popular anchor attractions in the industry, as Statistics show that more then 70

million Americans bowl each year. In mixed-use bowling/FEC sites, amusement games along can generate $200,000 to

$750,000 gross incremental income annually. In larger facilities, fame revenues can exceed $1 million (Seninsky, 2010).

Amusement business data collected by IAAPA indicates that on average, North American families will visit a full-

featured family amusement center 3.2 - 4.6 times per year. The same data also indicates that the average dollar spent in a

family fun center is $12 - $22 per visit, depending on activity mix (Cosper). At the lower end of that scale are smaller indoor

party center type businesses, while full attraction family entertainment centers tend to have higher per cap spending.

FECs that offer multiple choices for activities usually outperform centers that only offer one choice, according to Lazer Tag

Encyclopedia. In addition, August tends to be one of the busiest months of the year for FECs due to August being the last

month of summer vacation for children.

This industry overall has seen a growth in recent years, despite the economy downturn. According to the US census

bureau economic industry analysis report, from 2007 to 2011, the FEC industry revenues increased by 4%, from 98 million

to 102 million on average. The FEC industry is the third leading growth potential sector in the United States. Research

shows however that it is important to remember that demand in the industry is closely linked to the health of the economy,

especially consumer income. The profitability of individual companies depends on good marketing (2013).

According to the US Census Bureau, statistic from the 2010 demographic profile on the city of Columbia indicate the

city’s median age to be 26.8 years old, and overall of the total population 63.2% is under the age of 35 years old. 92.8% of

residents have a high school education or higher.

The 2010 demographic profile also indicates that of population of Columbia, 39.7% occupy a household. Of that number,

49.7% are family households and 50.3% are non-family households. 24.3% of the family households have children under 18

years of age.

According to the US Census Bureau’s 2007-2011 American Community Survey 5-Year Estimates, The median household

income of Columbia is $43,102.


INDUSTRY TRENDS

SECONDARY SOURCES USED

Upgrading and investing in FEC attractions and services coupled with removing older, used or broken attractions or

games has allowed the industry to keep up with move-to-digital trend in nearly all industries in the United States. In today’s

challenging economy, FEC facilities are only as good as customer’s last visit.

Great customer service is no longer a treat, but is expected from customers. In addition, the economy has cultivated a

“let’s make a deal” mindset in customers, leading to individual and family discount packages becoming a must for FECs.

Customers want to not only feel special and taken care of, but they also want to ensure they are getting the most for their

money.

Attractions that have a small impact both on the environment and customer wallets have been increasingly popular in

this industry, for example laser tag. In addition, laser tag upgrades to multi-level playing arenas have been increasing in

popularity. Any activity that incorporates new technology or other upgrades that attract the digitally inclined target market

have been evolving the industry.

Debit card systems for gaming tracking have exploded in popularity recently. The increased speed in game play starts

and the increased efficiency in redemption and payment have made the high cost of upgrading gaming systems worth the

cost to many FECs. Nearly all start-up FECs are incorporating the debit card system in to their machines.

Articles from industry organizations, industry experts and scholarly industry journals

Website of the United States Census Bureau

Competitor websites

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COMPETITOR ANALYSIS

CHUCK E. CHEESE

Key Messages:

Key Messages:

Competitive Advantage:

Competitive Advantage:

AMF TOWN & COUNTRY BOWLING

There are not many direct competitors in the FEC industry in Columbia, Missouri. Companies whose business models are

most similar to Lazer Lanes include Chuck E. Cheese and AMF Town & Country Bowling Lanes.

Chuck E. Cheese is the main competitor whose business model is most similar to Lazer Lanes. Both FECs feature

arcades style gaming and interactive entertainment.

Chuck E. Cheese caters activities, events, branding and business features specifically to children and markets services

towards the parents of those children.

Chuck E. Cheese strives to provide an entertaining experience for both children and parents.

Takes pride in clean, safe, family-friendly environment for children and parents.

Admission is always free and games are only one token to keep the price to play at a minimum.

AMF seeks to provide casual fun that last your entire experience and memories that last long after customers leave

AMF is an expert in the field as the world’s largest owner and operator of bowling centers in the country

Promises the ultimate casual entertainment experience, they will do all the work while customers have all the fun

Provides live entertainment stage shows with animatronic and mascots for kids

Has in-house kitchen to provide pizza and salad to customers quickly and take custom orders

Has a very large and state-of-the-art redemption center

Offers 32 lanes with renovated flooring and paint so it can accommodate larger group events and more customers

Has in-house kitchen that provides snack foods and pizza

As experts in the bowling industry, AMF has access to new technology and new advances to bowling experiences

before others

AMF Town & Country Bowling Lanes is dedicated specifically to bowling. The business also features a bar, billiards and a

small assortment of arcade games.

AMF promotes its services as being fun for all ages, but specifically markets towards young adults, 18-35, interested in

bowling and socializing.


Activities and services offered by each direct competitor:

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Bowling

Laser Tag

Arcade Games

Billiards

In-House Kitchen

Family Owned/Operated

Food and Beverage

Full Service Bar

Live Entertainment

Sports Facilities

CHUCK E. CHEESE AMF BOWLING

Other indirect competitors in Columbia that share the same target market with Lazer Lanes and that provide family

entertainment through various activities, but are not FECs include:

Empire Roller Rink, LLC

Battle Creek Paintball

ARC – Activity and Recreation Center

Columbia Skate Park in Cosmopolitan Park

Tryps Children’s Theater

Hazel Kinder’s Lighthouse Theater

Family Fun Fests

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RESEARCH PRIMARY RESEARCH

ANALYSIS OF RESULTS

DESIGN AND METHODOLOGY

Results will be transformed in to graphs (see

appendix C) and analyzed in written form (see right,

page 17).

SURVEY A: Men and women in the Columbia area

between the ages of 16 and 65, who have visited an

FEC before

SURVEY B: Men and women in the Columbia area

between the ages of 16 and 65, who have visited

Lazer Lanes and can speak on their experience. It

will take place on slow days of the week.

Both surveys will represent convenience samples.

Survey A will represent a the sample of people that

choose to take the online survey and Survey B will

represent those patrons who accept a request to

take a survey upon leaving Lazer Lanes.

Sample size should run between 80 and 120

participants total; 100 from online and 20 on-

location respondents.

The purpose of this research was to discover the level of awareness of Lazer Lanes within the population of Columbia,

what qualities they look for in family entertainment centers and to analyze customers media consumption.

What kind of marketing material and message will gain audience attention and call them to action by visiting Lazer

Lanes on a Monday, Tuesday or Wednesday?

SURVEY A: 10 question, digital survey created with Survey Monkey and distributed through email blast, Facebook and

word-of-mouth.

SURVEY B: Eight question, physical survey that will be handed to customers as they exit Lazer Lanes. Facilitator will be

present to collect results once completed.

GOALS OF RESEARCH

PRIMARY RESEARCH PLAN:

BASIC RESEARCH QUESTION

POPULATION AND SAMPLE


LazerLanes.com utilizes Google analytics to track traffic on the website. In looking over the latest report of customer

activity on the company website, over 90% of browsers reached lazerlanes.com by using a search engine, specifically

Google. In nearly all cases, these visitors use the search phrase “things to do in Columbia” to click-through to the site. In

addition, the site receives consistent traffic in the thousands of visits per month.

After surveying 115 participants, 85 from an SURVEY A and 30 from SURVEY B the following themes resulted:

97% of Survey B participants were under the age of 35 years old and 75% had no kids, illustrating that Lazer Lanes

needs to target a younger market in order to increase sales on slower days.

A significant portion of the Columbia area has neither heard of Lazer Lanes, nor visited, meaning there is a lot of

opportunity to increase brand awareness.

Exactly 50% of customers surveyed had heard of Lazer Lanes through word-of-mouth and referrals, making this the

current most successful form of marketing for the company, especially for raising brand awareness.

Of all Survey B participants, 100% said they would visit Lazer Lanes again having experienced it, showing that the

company needs to focus heavily on raising it’s brand awareness. Once a customer is aware and experiences the brand, they

will become the top of mind brand and will visit again, building a regular customer base.

The target market utilizes many forms of media to find deals, social media, websites and television being the most

common and most encountered forms.

Good deals and coupons is the number one trait consumers look for in an FEC and once they have visited, they are most

affected by the atmosphere, selection of games and friendly staff.

**For full result and specific percentages associated with findings, see appendix A-C.

KEY RESEARCH FINDINGS:

GOOGLE ANALYTICS:

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MESSAGING STRATEGY

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MESSAGING STRATEGY

OBJECTIVES

STRATEGY

KEY MESSAGES

Increase sales of bowling, laser tag, arcade play, etc. on Mondays, Tuesdays

and Wednesdays by 30% by September of 2013.

Increase number of overall customer visits by 40% by September 2013.

TARGET AUDIENCES:

Target Market A

Target Market B

MARKETING MESSAGES:

Lazer Lanes is a fun and affordable option

for entertainment: energetic and exciting

atmosphere, a variety of games, friendly staff

and most of all, great prices. Let Lazer Lanes

help you make memories that last a lifetime!

Lazer Lanes is proudly family-owned and

operated, meaning safe and affordable fun for

everyone. Our family is dedicated to providing

customers with an energetic and exciting

atmosphere, fun games, friendly staff and the

best prices in town.

#1:

#2:

Create a coupon and discount system that is good towards bowling, laser tag and group parties and only valid during

slow periods of Monday, Tuesday and Wednesday to encourage increased business on those days. In addition, institute a

referral program that rewards customers for telling others about Lazer Lanes. This campaign will be implemented through

traditional advertising, interpersonal advertsing and web communications.


Increase sales of bowling, laser tag, arcade play, etc. on Mondays, Tuesdays and Wednesdays by 30% by September of 2013.

OBJECTIVE #1

TACTICS

TARGET MARKET

COUPON

Target Market A

TELEVISION COMMERCIAL

DIRECT MAIL COUPON POSTCARD

RADIO ADVERTISEMENT

Full-color, glossy cardstock 4x6 inch coupons will feature the following deals to encourage sales on Mondays, Tuesdays

and Wednesdays:

“Come in on a Monday, Tuesday or Wednesday to receive Bowling or Laser Tag for only $5 per person!”

“Book your next Lazer Lanes party on Monday, Tuesday or Wednesday evening before 8pm and receive 20% off!”

Upon redemption of the coupon, Lazer Lanes will keep them for tracking purposes. Coupons will be given out to

customers as they pay and leave to show appreciation sfor their business, as well as distributed on high school and college

campuses and other places frequented by the target market.

Using the TV commercial Lazer Lanes has already produced, create a new commercial that includes the two coupons

above with new voice over. Continue to run this commercial on major channels. To redeem coupon mentioned, customers

should come in prepared with the promotional code mentioned in the commercial.

This direct mail postcard will mimic the coupon in messaging strategy and in look and feel, but will be mailed to target

market households. This will supplement the coupons distributed at Lazer Lanes and on campuses.

Following the same guidelines as the TV commercial, a 30-second radio commercial will be developed and run on major

radio stations. The ad will feature the deals and encourage customers to redeem on Monday, Tuesday or Wednesday. The

target market will interact with this tactic while driving to and from work or school in their cars. As with the TV commercial,

to redeem coupon mentioned, customers should come in prepared with the promotional code mentioned.

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Increase number of overall customer traffic by 40% by September 2013.

OBJECTIVE #2

TACTICS

BROCHURES

“CHECK US OUT” EVENT & EVENT COUPON

COLUMBIA AND COMMUNITY GUIDE ADS

SEARCH ENGINE OPTIMIZATION FOR WEBSITE

FACEBOOK “SHARES” REFERRAL PROGRAM

To provide customers a take-away to help raise brand awareness of Lazer Lanes, professional, full-color printed

brochures displaying all of Lazer Lanes activities, prices and packages will be created. Brochures will include a QR code to

send people to social media and website. Two separate brochures, one outlining activity prices and one outlining birthday

party packages, will be created.

This interpersonal marketing event will be casual and will occur during normal evening business hours. On Thursday,

May 30, 2013, Lazer Lanes will offer free popcorn and soda to customers who come in to check out the location and enjoy

the activities. Customers can meet the Sterchi family and experience the family-owned atmosphere and wide selection of

games first hand. After leaving that evening, customers will also receive a special version of the $5 bowling or laser tag

coupon to use on their next visit.

Quarter page ads will be placed in both the Columbia Guide and Community Guide. These once-yearly published

magazines outline things to do in Columbia and deals in each category. This will provide a year-long source of brand

recognition.

SEO services from Service Noodle will be implemented to increase the likelihood of customers finding the Lazer

Lanes website when using search engines. Special attention will be paid to optimizing the search phrase “things to do in

Columbia”. This service will be used for the first month of the campaign and upon evaluation of success, will be continued

from there.

To increase Lazer Lanes social media presence and take advantage of free marketing, a referral program will be created

using Facebook. The program will utilize Lazer Lanes existing Facebook page to create buzz about the company, increase

word-of-mouth marketing and offer customers a coupon for doing so. Lazer Lanes will update their status asking their

fans to share their page or tag “Lazer Lanes” in a status telling their favorite activity. Upon sharing, customers can print

a screenshot of their “share” and bring it in on their next visit to receive 50% off one game of bowling or laser tag. This

sharing program will be limited to one coupon per person per two weeks.

TARGET MARKETTarget Market A and Target Market B


Men and women, 16-35 years old, who enjoy leisure time activities and have time to partake in them, who are motivated

by price and appreciate a good deal, but having fun and enjoying themselves is also important

The basic problem being addressed is the desire to enjoy leisure time activities while still getting a good deal and fair

price. Customers want excellent customer service, a fun atmosphere, and a variety of activities to choose from without a

significant cost.

Introduce the coupon program and the referral program to current and potential customers. Customers can either come

in on Monday, Tuesday or Wednesday and receive discounted activities or can refer their friends on Facebook and receive

discounted activities.

Customers can have it all with Lazer Lanes; a wide selection of games and activities to choose from, friendly staff and

family-owned values, endless amounts of fun and entertainment, all within their budget. The fun only continues when

customers refer friends and family to visit Lazer Lanes as well.

All coupon and discount materials must include expiration date, September 2013, and discount fine print details. Logo

and branding must stay consistent with Lazer Lanes brand on all collateral materials. Upon redemption, Lazer Lanes retains

copy of coupon used for evaluation purposes.

Lazer Lanes is a fun and affordable option for entertainment: energetic family atmosphere, a variety of games, friendly

staff and most of all, great prices.

Visit Lazer Lanes on Monday, Tuesday or Wednesday with coupon to receive one game of laser tag or bowling for $5.

Refer a friend to come in and check out Lazer Lanes and recieve one round of bowling or laser tag for 50% off.

CREATIVE BRIEF

TARGET AUDIENCE

WHAT THE AUDIENCE SHOULD BELIEVE

BASIC PROBLEM OR ISSUE TO ADDRESS

MANDATORIES

PURPOSE OF THE AD

KEY MESSAGES

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BUDGET

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22%

0%

0%

1%

42%

4%

4% 0%

5%

22%

BUDGETOVERALL BUDGET:

$5,000/MONTH OR $25,000 OVER 5 MONTHS

$5,000 $5,000

$50.95

$35.95

$165.00

$9,300

$939.75

$939.75

$24.95

$1000

KOMU TV commercial ft. location and coupon: on going cost $1,000/month

$5 0ff Coupon:

4x6, full color front and back —

1000 count: 500 mailed, 500 on-location

one time cost $50.95

Postage: one time cost of $165.00

20% 0ff Coupon:

4x6, full color front and back —

250 count: 125 mailed, 125 on-location


Postage: one time cost of $41.25

**Q 106.1 Radio Advertisement:

13 spots/week at $25/spot for 4 weeks

on-going cost: $325/week — $1,300 total

Facebook Referral program:

FREE

Activity Pricing Brochures:

3-panel tri-fold — 1000 count

on going cost $187.95/month

Birthday Packages Brochures:

3-panel tri-fold — 1000 count

on going cost $187.95/month

“Check us Out!” event:

Event Advertisement on social media — FREE

Popcorn and soda — FREE

$5 off Coupon for Event:

4x6, full color front and back — 100 count:


Community & Columbia Guide Ad:

one time cost — $1000.00

$500.00 each

Search Engine Optimization:

on going cost of $1,000

TOTAL SPENT= $4,994/MONTH OR $22,456.35 OVER 5 MONTHS


23%

46%

4%

4%

23% TV Advertisement

Radio Advertisement

Activity Prices Brochures

Birthday Packages Brochures

Search Engine Optimization

20%

1%

1%

4%

26%

4% 4%

0%

20%

20%

TV Advertisement

$5 off Coupon

20% Off Coupon

Postage Total

Radio Advertisement

Activity Prices Brochures

Birthday Packages Brochures

Event Coupon

Guide Advertisements

TOTAL: $4,994

TOTAL: $4,375.90/month

The tactics that require the largest percentages of the budget, radio and television, are the most costly as mass media

advertising forms. Search engine optimization also represents significant monetary impact because it requires paying a

company to dedicate hours to working on the website. The cost reflects the service as well as the labor. The budget differs

from first month to the rest of the campaign to illustrate the tactics that only need to be purchased once, versus being paid

for as they are continually implemented.

**In order to account for additional budget availability after first month of campaign is implemented, radio advertisement

frequency is increased to 20 spots per week:

Q 106.1 Radio Advertisement:

20 spots/week at $25/spot for 4 weeks

on-going cost: $500/week — $2,000 total

FIRST-MONTH BUDGET:

ON-GOING BUDGET:

RATIONALE:

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TIMELINE

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TIMELINEBREAK DOWN:

Campaign will take place over a five month period of time that represents what should be the busiest months for Lazer

Lanes as an FEC. The summer months, when high school and college students are out of school and the weather tends to

be warmer mean more availability for customers to visit.

The Facebook referral program will be implemented in June to take also take advantage of summer break. Customers

spend more time online when they have free time during summer months, increasing the likelihood they will participate.

The interpersonal marketing event will occur on May 30, 2013 to kick off the summer season. The coupons distributed at

the event will then be valid the following month of June to encourage repeat visits.

The regularly scheduled coupons will be distributed every other month to avoid over-saturating the target audience with

the discount.

The TV commercial and radio commercial, along with the SEO services will consistently run for all five months. In

addition, the brochures will be available for all five months as well.

The Columbia and Community Guide are published once a year, therefore ads placed in them will run throughout the

entire campaign.

Mid-July and at the end of September, evaluations of the implemented tactics will take place to establish what is

working and what is not as successful. Evaluation will identify what needs to be modified or how the budget needs to

change to better meet the needs of the target market, in addition to the business.


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EVALUATION

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EVALUATION

TACTICS: EVALUATION METHOD:

To evaluate the coupons, staff should keep and date all coupons

brought in and used by customers. Because all coupons must present

to be redeemed, tracking the number that are used will help evaluate

how effective they were in bring in sales on Mondays, Tuesdays and

Wednesday.

If customer saw coupon on TV or heard it on the radio,

the customer should mention the promotional code from the

advertisement. Staff should keep track through an excel spreadsheet

when promotional codes are redeemed to track success.

Benchmarking the number of “likes” Lazer Lanes has on Facebook

should occur before the campaign. After completion, using the

benchmark number to determine new number of “likes”, in addition

to the number of status “shares” and tags, will help determine success.

The event can be evaluated by recording the number of people

who attend the event. Additionally, staff will collectand track the

number of coupons that are returned and used after the event.

In order to evaluate the brochures and the guide ads, redistribution

of the surveys taken by the target market will allow to track an

increase in brand awareness and customer visits. Using the benchmark

figures included in primary research, new figures can be assessed.

Evaluation of SEO services will be done by analyzing Lazer Lanes’

website Google analytics report. This report will indicate a spike in

web traffic and what specific keywords lead customers to the site, and

can be compared to the results observed before the campaign.

BROCHURES

“CHECK US OUT” EVENT & EVENT COUPON

COLUMBIA AND COMMUNITY GUIDE ADS

SEARCH ENGINE OPTIMIZATION FOR WEBSITE

FACEBOOK “SHARES” REFERRAL PROGRAM

COUPON

TELEVISION COMMERCIAL

DIRECT MAIL COUPON POSTCARD

RADIO ADVERTISEMENT


RECOMMENDATIONS FOR THE FUTUREFECs can improve their revenue, according to Frazier Capital, by providing a debit card payment system for games.

Debit cards with incentives and bonuses lead to consumers hanging on to the cards, which become reminders of the

entertainment centers. Cards also speed up transactions on average from 34 seconds to 25 seconds, according to the

IAAPA. Once Lazer Lanes has established a strong brand awareness and has established itself in the industry, the company

should consider investing in new arcade car reader machines.

In the future, Lazer Lanes could take advantage of the large market in Columbia for group and corporate event

packages. Developing special rates and activity combinations tailored to larger groups, catering to Target Market B, may

encourage additional sales and revenue for the company.

If Lazer Lanes observes high levels of success with the referral program outlined in this plan, the company could

consider collecting emails from customers and starting an email newsletter campaign. This will help further build

relationships with customers and increase the likelihood that customers will visit regularly and refer others to do the same.

Lazer Lanes is currently in the process adding to their business offerings and building an addition to their facility. The

new restaurant, Jose Jalapenos, will offer Lazer Lanes an in-house kitchen so it can provide extended food and beverage

choices to its customers. Upon the official opening of the restaurant, I would recommend a new marketing campaign

including a new television commercial, radio advertisement, etc. The new restaurant will offer the company an abundance

of new customers and will highly impact business at the FEC for the better.

LAZER LANES36


APPENDIX

LAZER LANES38

APPENDIX A SURVEY A - questions and results

1 of 5

Lazer Lanes Customer Survey - Online

1. What is your age?

Response

PercentResponse

Count

16 to 20 25.9% 22

21 to 35 56.5% 48

36 to 45 5.9% 5

46 to 55 7.1% 6

56 to 65 4.7% 4

65+ 0.0% 0

75 or older 0.0% 0

answered question 85

skipped question 0

2. What is your gender and marital status?

Response

PercentResponse

Count

Female, Married 12.9% 11

Female, Single 75.3% 64

Male, Married 7.1% 6

Male, Single 4.7% 4


skipped question 0


2 of 5

3. How many children do you have?

Response

PercentResponse

Count

0 81.2% 69

1 4.7% 4

2 8.2% 7

3 3.5% 3

4 1.2% 1

5+ 1.2% 1


skipped question 0

4. Have you heard of or visited Lazer Lanes?

Response

PercentResponse

Count

Yes, heard of but not visited 49.4% 42

Yes, visited 15.3% 13

No, never heard of or visited 35.3% 30


skipped question 0

LAZER LANES403 of 5

5. How did you hear about Lazer Lanes?

Response

PercentResponse

Count

Television Commercial 5.9% 5

Magazines or Newspaper Ad 1.2% 1

Radio 0.0% 0

Internet Websites and Social Media 7.1% 6

Have not heard of Lazer Lanes 34.1% 29

Other (please specify) 51.8% 44


skipped question 0

6. What enticed you to visit Lazer Lanes after seeing or hearing about it?

Response

PercentResponse

Count

Saw a commercial or advertisement for Lazer Lanes

0.0% 0

Wanted to take advantage of good prices or good deal on activities

2.4% 2

Wanted to come out and see what Lazer Lanes was like

4.7% 4

Referred by someone who had been to or heard of Lazer Lanes

14.1% 12

Have not visited Lazer Lanes 81.2% 69

Other (please specify)

5.9% 5


skipped question 0

“FAMILY, FRIENDS, AND FUN!” 414 of 5

7. What about Lazer Lanes do you really enjoy? Check all that apply.

Response

PercentResponse

Count

Atmosphere 11.9% 10

Selection/variety of games and activities

14.3% 12

Staff 7.1% 6

Food selection 2.4% 2

Prices and packages available 11.9% 10

Have not visited Lazer Lanes 81.0% 68


2.4% 2


skipped question 1

8. Do you plan to visit Lazer Lanes again?

Response

PercentResponse

Count

Yes 18.8% 16

No 2.4% 2

Have not visited but will visit in the future

57.6% 49

Have not visited and do not plan to visit

21.2% 18


skipped question 0

LAZER LANES425 of 5

9. How do you learn about new deals in Columbia? Check all that apply.

Response

PercentResponse

Count

Television 28.2% 24

Local Magazines and Newspapers (Inside Columbia, Columbia

Tribune, etc.)24.7% 21

Radio 35.3% 30

Website (including deal websites like Groupon and Living Social)

55.3% 47

Social Media 80.0% 68


14.1% 12


skipped question 0

10. What forms of media do you use/interact with most often? Check all that apply.

Response

PercentResponse

Count

Television 42.4% 36

Local Magazines and Newspapers (Inside Columbia, Columbia

Tribune, etc.)15.3% 13

Radio 34.1% 29

Websites 72.9% 62

Social Media 90.6% 77


2.4% 2


skipped question 0


Lazer Lanes - Family Entertainment Center Customer Survey Age: 16-20 21-35 36-45 46-55 56-65 65+ Gender: Male Female Martial Status: Married Single Number of Kids: 0 1 2 3 4 5+ 1. What prompted your visit today?

Birthday party Just for fun - Arcade Just for fun - Bowling Corporate or group event Other:

2. How did you hear about Lazer Lanes? Television Commercial

Magazines or Newspaper Ad Radio Internet Websites and Social Media Referral or word-of-mouth Other:

3. What enticed you to visit Lazer Lanes after seeing or hearing about it?

Saw a commercial or advertisement for Lazer Lanes

Wanted to take advantage of good prices or good deal on activities

Wanted to come out and see what Lazer Lanes was like

Referred by someone who had been to or heard of Lazer Lanes

Other:

4. What qualities do you look for in a business that you would take your family or friends to?

Energetic family atmosphere

Good deals and coupons A variety of activities available

Friendly staff Other:

5. What about Lazer Lanes do you really enjoy? Circle all that apply.

Atmosphere Selection/variety of games and activities Staff Food selection Prices and packages available Other:

6. How do you learn about new deals in Columbia? Circle all that apply. Television

Local Magazines and Newspapers (Inside Columbia, Columbia Tribune, etc.)

Radio Websites (including deal websites like

Groupon and Living Social) Social Media Other:

7. What forms of media do you use/interact with most often? Circle all that apply. Television

Local Magazines and Newspapers (Inside Columbia, Columbia Tribune, etc.)

Radio Websites Social Media Other:

8. Now that you have visited, do you plan to visit Lazer Lanes again? Yes No Thank you so much, we sincerely appreciate your feedback! !

APPENDIX BSURVEY B - Questions

LAZER LANES44

APPENDIX C SURVEY B - results graphs

QUALITIES IN SOUGHT IN FEC BUSINESSES

6

1617

19

13

0

5

10

15

20

Family Atmosphere

Good Deals and Coupons

Variety of Activities

Friendly Staff

Other

SOURCE FOR NEW DEALS IN COMOOther

Social Media

Websites

Radio

Local Magazines and Newspapers

Television

14%

15%

11%

22%

26%

12%

QUALITIES ENJOYED AT LAZER LANES

20

1915

510

60 5 10 15 20

Other

Prices and packages

Food selection

Staff

Selection/Variety of games

Atmosphere

WILL YOU RETURN TO LAZER LANES

No

Yes

100%

FORMS OF MEDIA INTERACTED WITH MOST OFTENOther

Social Media

Websites

Radio

Local Magazines and Newspapers

Television

21%

12%

12%25%

24%

5%

HOW YOU HEARD ABOUT LAZER LANES

13

4

12

1

01

0 3 6 9 12 15

Other Source

Referral or word-of-mouth

Websites and Social Media

Radio

Magazines of Newspaper Ad

Television Commercial


65+ yrs

56-65 yrs

46-55 yrs

36-45 yrs

21-35 yrs

16-20 yrs

AGE

55%

42%

3%

0%

0%

0%

0

0

0

17

1

13

GENDER 112

18

3%Did not specify

Female

Male

58%

39%

MARITALSTATUS 2

23

6

6%Did not specify

Single

Married19%

75%

REASON FOR VISIT

11

11

1

3

3

2

0 2 4 6 8 10 12Bowling and Arcade

Arcade

Bowling

Birthday Party

Group Event and Bowling

Group Event

WHAT ENTICED CUSTOMER TO VISIT

2

7

7

59

0

0 1 2 3 4 5 6 7 8Other Reason

Former Galatic Fun Zone Customer

Referral

See what LL was Like

Good Prices

Saw TV commercial

NUMBEROF KIDS

12

10

13

23

3%3%

3%

6%Did not specify

5 kids

4 kids

3 kids

2 kids

1 kid

0 kids

75%

10%

LAZER LANES46

APPENDIX D Coupons

In-Stores

FRONT

BACK

Includes bowling shoes. Not valid with any other offer. Must present coupon. Expires 9.1.13.

only per person!

Monday, Tuesday or Wednesday ONLY

BOWLING LASER TAG

or

$5

BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS — FULL SERVICE BAR & SNACK BAR

The ultimate family entertainment experience!Perfect for birthdays, celebrations, or any event!

573-447-6021 - lazerlanes.com - OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO 65201

40,000+ square feet of FUN!LAZER LANES: FAMILY, FRIENDS, AND FUN!


FRONT

BACK

Not valid with any other offer or on holidays. Must present coupon. Expires 9.1.13.

when you book a


PARTY before 8pm

20% OFFget





LAZER LANES48

Direct Mail

FRONT

BACK


only per person!


BOWLING LASER TAG

or

$5

BOWLING — LASER TAG — ARCADE BASKETBALL & BATTING CAGE RENTALS

FULL SERVICE BAR & SNACK BAR



40,000+ square feet of FUN!

LAZER LANES: FAMILY, FRIENDS, AND FUN!


FRONT

BACK

Not valid with any other offer or on holidays. Must present coupon. Expires 9.1.13.

when you book a


PARTY before 8pm

20% OFFget






LAZER LANES: FAMILY, FRIENDS, AND FUN!

LAZER LANES50

APPENDIX E Television and Radio Commercials

TV COMMERCIAL TRANSCRIPT

SCENE:

The commercial is set at Lazer Lanes during what looks like a busy night at the FEC. Kids and adults alike play arcade

games, laser tag and bowling on screen, laughing and enjoying every minute of play time.

Highlighted words and phrases are displayed on screen in the foreground while the video of the above scene plays in the

background.

Also in the background, audiences can hear the sounds of arcade style electronic music and laser gun noise that

coordinates with each computer animated shot of a laser tag player on screen. The commercial script is narrated by a

friendly-sounding male voice.

SCRIPT:

[The commercial begins as the Lazer Lanes logo flies on screen where it remains in the top left corner for the remainder of

the video]

Hey Mid-Missouri, are you ready for family, friends and fun?!

Lazer Lanes in Columbia is now open for birthday parties, holiday parties, special events and corporate team building!

We have over 60 of the newest video games, a radical laser tag area, an awesome bowling alley and a lot more!

And now, you can enjoy all of this for less! Mention this commercial and receive one game of bowling or laser tag for only

$5!! [shot of printed coupon flashes on the screen while “offer expires 9-1-2013” is displayed at the bottom of the screen

during this part]

Bring the whole family, tell all your friends and let’s have some fun at Lazer Lanes!

[As the commercial ends, the address, phone number and website are on screen] Come play with us today at the corner of

highway 63 and Grindstone Parkway. Follow us on Facebook and Twitter.


RADIO COMMERCIAL TRANSCRIPT

SCENE:

In the background of this commercial, the audience can hear the sounds of arcade style electronic music and the

shooting of a laser gun can be heard softly below the narrator. The commercial script is narrated by a friendly-sounding

male voice.

SCRIPT:

[The commercial begins with a short intro of about 5 seconds of music]

Hey Mid-Missouri, are you ready for family, friends and fun?!

Lazer Lanes family entertainment center in Columbia is now open for birthday parties, holiday parties, special events and

corporate team building!

We have over 60 of the newest video games, a radical laser tag area, an awesome bowling alley and a lot more!

And now, you can enjoy all of this for less! Mention this commercial and receive one game of bowling or laser tag for only

$5!! That’s right, just $5!!

Bring the whole family, tell all your friends and let’s have some fun at Lazer Lanes!

Come play with us today at the corner of highway 63 and Grindstone Parkway or call us today to book your party at (573)

447- 6021. For more information, visit us online at lazerlanes.com and follow us on Facebook and Twitter.

Lazer Lanes: Family, Friends and Fun!

[Legal copy is inserted at the end of the commercial, at a much faster pace that the rest of the commercial. This includes:

“offer expires 9-1-2013, one coupon per customer per day, offer not valid on holidays or with any other offers.”]

LAZER LANES52

APPENDIX F Facebook Referral Program

EXAMPLE STATUS


APPENDIX G“Check us Out” Event Coupon


only per person!


BOWLING LASER TAG

or

$5





THANKS FOR COMING,WE CANT WAIT TO SEE YOU AGAIN!

FRONT

BACK

LAZER LANES54

APPENDIX H Brochures



The ultimate family entertainment experience —

Perfect for birthdays, celebrations, or any event!

OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO - 65201

573-447-6021LAZERLANES.COM


FAMILY, FRIENDS, AND FUN!

COME VISIT US!Prices & Activities

Doors are locked 30 minutes before closing. No food or drinks may be brought into the building.

Lazer Lanes is a locally owned and operated family entertainment center. Our 40,000+

square foot building is completely equipped for birthday parties, casual play, groups, teens,

adults, company events, corporate team building and more! Whatever the event, Lazer

Lanes has you covered. We offer a spacious and clean atmosphere with eight state of the art bowling lanes, a

huge arcade complete with a full redemption center, lazer tag, billiards, and bar. The bar is located by the bowling lanes for adults to enjoy refreshments. You will never run out of

things to do! Our mission is to provide amazing services

and the maximum amount of fun to our guests. So, come and visit us for your next fun night

out!

Lazer Lanes: Family, Friends, and Fun!

EXTERIOR


BOWLING

COSMIC BOWLING

LASER TAGARCADE

BASKETBALL & BATTING CAGES

Lazer Lanes has eight state-of-the-art bowling lanes. Each lane is designed to comfortably allow 6-8 people to play.

Our bowling lanes are located in front of four side-by-side 110-inch projection screens. Need a place to go to watch the big game? Lazer Lanes is the perfect spot! You can enjoy refreshments at our bar and get a game or two of bowling in, all in one place.

Lazer Tag is a fast-paced game where you compete for high scores. We are the home of the ultimate, new and improved, lazer tag experience. Extreme fun for all ages! Complete with lazer beams, flashy designs, a spaceship, a fog machine, and upbeat music - this lazer tag arena will get you in the mood for some crazy spy action!

$4.25 + tax per game$1.99 + tax shoe rental

$5.99 per person per MissionGroup rate: $5.00 + tax 8+ People

Enjoy our snack bar while you enjoy all of our games and activities!

On Friday and Saturday nights, the lights go down and the disco ball comes up! Our Cosmic Bowling is a favorite among guests. Black lights are scattered on the ceiling to give the bowling lanes an outer space look and feel.

Want to know what is happening inside the game? Our system lets you see the play-by-play of how each team is doing. Teams can have up to 10 people. At the end of each mission, you can see which team won and your individual score.

We have all of your favorite arcade games and prizes and are adding more all the time! We feature over 50 games including Skeeball, Super Shot basketball, air hockey, pinball, video games, interactive games, and a lot more!

Take home prizes from our Redemption Center with the tickets you win!

Lazer Lanes’ Sportman’s Park has a full size basketball court, and batting cages for you to play some of your favorite sports in a fun, safe, family friendly environment.

**Due to high demand, we do not take reservations for bowling.Must be at least 6 years old and 44 inches tall to play Lazer Tag

INTERIOR

LAZER LANES56

EXTERIOR



The ultimate family entertainment experience —

Perfect for birthdays, celebrations, or any event!

OPEN 7 DAYS A WEEK!3412 Grindstone Pkwy - Columbia, MO - 65201

573-447-6021LAZERLANES.COM


FAMILY, FRIENDS, AND FUN!

COME VISIT US!Party Packages

Doors are locked 30 minutes before closing. No food or drinks may be brought into the building.

Lazer Lanes is a locally owned and operated family entertainment center. Our 40,000+

square foot building is completely equipped for birthday parties, casual play, groups, teens,

adults, company events, corporate team building and more! Whatever the event, Lazer

Lanes has you covered. We offer a spacious and clean atmosphere with eight state of the art bowling lanes, a

huge arcade complete with a full redemption center, lazer tag, billiards, and bar. The bar is located by the bowling lanes for adults to enjoy refreshments. You will never run out of

things to do! Our mission is to provide amazing services

and the maximum amount of fun to our guests. So, come and visit us for your next fun night

out!

Lazer Lanes: Family, Friends, and Fun!


INTERIOR

BOOK YOUR NEXT PARTY WITH LAZER LANES!

Lazer Lanes is a great place to host your next event! We host birthday parties, team and sports events, corporate events, school clubs, church groups, and other special events. There are different party packages that you can choose from.

You MUST have 8+ people to schedule a Party

Laser Tag Party – 1 1/2 hours Basketball Party – 2 hours

Bowling Party – 1 1/2 hoursArcade Party – 1 1/2 hours

Combo Party – 2 hours

Call us today at (573) 447-6021 to book your party!

Birthday Kid is free2 Games of Lazer Tag

10 Tokens for each guestPizza and Drinks

$15.99 per person

Limited Availability!Birthday Kid is free

45 minutes of Basketball1 Game of Lazer Tag or 1 Game of Bowling


$24.99 per person

Birthday Kid is free1 Games of Bowling


$15.99 per person

Birthday Kid is free10 Tokens for each guest

$9.99 per person

Birthday Kid is free1 Game of Lazer Tag1 Game of Bowling


$19.99 per person

All Lazer Lanes Parties include:

Party RoomHostess

Priority PlacementNapkins

PlasticwareYou can bring your own cake

LAZER LANES58

APPENDIX H Guides Advertisement





40,000+ square feet of FUN!FAMILY, FRIENDS, AND FUN!

Quarter-page ad


REFERENCES(2013). Amusement Parks & Arcades Industry Profile. Amusement Parks & Arcades Industry Profile, 1. Retrieved

April 7, 2013, from http://www.firstresearch.com/industry-research/Amusement-Parks-and-Arcades.html

About Us | AMF Bowling Centers. (n.d.). Best Bowling Alleys | AMF Bowling Centers. Retrieved April 7, 2013,

from http://amf.com/about

American FactFinder - Community Facts. (n.d.). American FactFinder. Retrieved April 7, 2013, from http://

factfinder2.census.gov/faces/nav/jsf/pages/community_facts.xhtml

Amusement Business Demographics for Your Fun Center Business Plan. (n.d.). Family Entertainment Center |

Arcade Business and Fun Center Startup. Retrieved April 7, 2013, from http://familyentertainmentcenter.

com/amusement-business-demographics.html

Cosper, A. (n.d.). Industry Analysis for Family Entertainment Centers | Chron.com. Small Business - Chron.com.

Retrieved April 7, 2013, from http://smallbusiness.chron.com/industry-analysis-family-entertainment-

centers-44077.html

Columbia (city) QuickFacts from the US Census Bureau. (n.d.). State and County QuickFacts. Retrieved April 7,

2013, from http://quickfacts.census.gov/qfd/states/29/2915670.html

Family Entertainment Center Trends for 2011 and Beyond « TAPMAG.com. (n.d.). TAPMAG.com. Retrieved April

7, 2013, from http://tapmag.com/2011/06/01/family-entertainment-center-trends-for-2011-and-beyond/

Industry Statistics Sampler: NAICS 71- Arts, entertainment, and recreation. (n.d.). Census Bureau Homepage.

Retrieved April 7, 2013, from http://www.census.gov/econ/industry/current/c71.htm

Leisure eNewsletter. (n.d.). White Hutchinson. Retrieved April 7, 2013, from http://www.whitehutchinson.com/

news/len

Print Postcards Online, Free Design Templates From NextDayFlyers. (n.d.). Online Printing Company - Offset

Printing Services – NextDayFlyers. Retrieved April 8, 2013, from http://www.nextdayflyers.com/postcard-

printing/4x6-postcards.php?utm_expid=69085562-7&utm_referrer=http%3A%2F%2Fwww.nextdayflyers.

com%2Fpostcard-printing%2F

The Experience | Chuck E. Cheese’s. (n.d.). Fun for all. Fun for less.™ | Chuck E. Cheese’s. Retrieved April 7,

2013, from http://www.chuckecheese.com/discover/the-experience

Seninsky, F. (2010, February 22). Bowling Alleys Become The Next Family Entertainment Centers. Indoor FEC,

Marketing, News, Sales. Retrieved April 7, 2013, from http://blog.partycentersoftware.com/2010/02/22/

bowling-alleys-become-the-next-family-entertainment-centers/

Sterchi, R. (n.d.). LazerLanes Columbia Missouri - Home. LazerLanes Columbia Missouri - Home. Retrieved April

7, 2013, from http://lazerlanes.com

Q106.1 - The Hit Music Channel - Advertise With Us. (n.d.). Q106.1 - The Hit Music Channel. Retrieved April 8,

2013, from http://www.q1061.com/common/page.php?pt=Advertise+With+Us&id=181&is_corp=0

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