Assignment
Case Study: X-Jump Trampoline Park
X-Jump Trampoline Park was founded in 2011 with the opening of a single trampoline park in a warehouse space. The original concept featured mostly trampoline courts for attractions, a few coin operated arcade games, and simple food such as prepared frozen pizza, snacks, and soft drinks. Over the past decade, X-Jump has grown and currently owns and operates seven Family Entertainment Centers throughout New England and the Mid-Atlantic that feature large indoor spaces with a wide variety of attractions. Attractions now include wall-to-wall trampoline courts, laser tag, ninja courses, virtual reality games, and a 25+ game arcade. The arcade also features a redemption center where prizes can be redeemed for digital tickets won while playing the games. In recent years, the parks have also added cafes serving fresh baked pizza and other refreshments complete with cafe-style seating and dining areas. In addition, the look and feel of the parks have been upgraded with high-end lighting, custom carpeting, faux wood tile, and appealing wall graphics with bright colors. In part, these changes were made to extend the time of the average visit by adding more things for guests to do, as well as keeping parents comfortable and content so that they would not be in a rush to leave.
X-Jump is also looking to increase repeat visits of guests each year. Currently, only about 15% of guests return within one year of visiting. With between 60,000 to 100,000+ guests per year visiting each park and spending between $17-$30 per visit, even a small percentage increase in repeat guests can result in significant revenues.
A typical X-Jump guest is between the ages of 6-14 and is accompanied by an adult parent or guardian between the ages of 29-49. Observations by managers are that the adults are female about 70% of the time. Typically the adults do not participate in the attractions unless they are with the smaller children. The most successful parks are located in areas with median incomes over $50,000 and with over 20,000 families within a 15-minute drive from the park. Many of the recently added attractions, such as the ninja course and laser tag, were added to attract older teenage guests.
There are several revenue streams for X-Jump which include:
a) Daily admission
b) Birthday parties
c) Food and beverages
d) Arcade and redemption
e) Merchandise: this is largely made up of the socks required to use the trampolines (Fig1).
X-Jump also provides bundled packages in order to increase the average amount spent per guest. Guests can choose from packages that include:
a) Jump time
b) Attraction entry (1 game of laser tag)
c) Arcade card
d) Food
Figure 1. Revenue Breakdown
|
Admission
|
50%
|
|
Birthday parties
|
20%
|
|
Food and beverage
|
15%
|
|
Arcade and redemption
|
10%
|
|
Merchandise
|
5%
|
In the past, X-Jump leveraged traditional marketing channels such as radio and television to try to attract and retain customers. With the rise of competition in the family entertainment space over the past five years, X-Jump would like to leverage social media marketing to increase brand awareness for the park and ultimately drive revenue.
A. Who is the target audience for the Facebook campaign?
B. What are your goals for the campaign?
C. What engagement strategy will you create to appeal to these customers? Provide a content example.
D. What "voice" will you develop for the trampoline park? Give examples of your voice and why you are using it to target the audiences you have identified.
E. Which metrics would you use to gauge the effectiveness of your campaign. Why?