Western Bowl Local Media Plan by Amanda Koontz

OUT-OF-HOME MEDIA BUY Seth Gillitzer, Grace Guyer, Amanda Koontz, Honda Munoz

Marketing Analysis [2]

$3.3

Billion Industry

Million U.S. Bowling Congress Members

U.S. Tenpin Bowling Centers

2.5

Million People Bowl at Least Once a Year

Average Hours Spent at Bowling Center

Marketing Analysis Primary Products of Bowling Industry [2] 15%

18%

4% 7% 16% 11%

14%

15%

Bowling-Open play Bowling-League play Bar/Lounge Restaurant Snack Bar Lazer Tag Shoe Rental Other

Industry Threats The bowling industry is a declining industry with employment and establishments shrinking yearly. Annual growth is -0.9% To remain relevant, bowling alleys must change their business models, market to younger demographics and incorporate a variety of different events. [1]

Industry Events

Cosmic Bowling Conventional bowling accompanied by music and light shows underneath blacklight.

Corporate Lanes Corporate businesses team building events

Human Bowling Inflatable bowling game challenging players to assume the "roll" of the ball in knocking down a set of pins.

The Amarillo Area Market Family Union

Singles & Starters

Economical Challenges

Autumn Years

Marketing Challenge Choice Media is will achieve better local market awareness of the benefits of Western Bowl. The primary goals of this campaign are to: • • • • • • • • • • •

Build store traffic Build store image Educate customers Generate new customers Expand current demographics Advertise location Build brand awareness and increase name awareness Events to get people talking Out-position the competition Promote sales events Improve social media presence

Out-Of-Home Media OOH advertising is effective with short messaging and maintaining long-term [4] exposure for audiences.

“In our hurried lifestyles, many customers don’t have the time to read a newspaper, magazine, or watch TV shows. These are the people we count on to build our business. It would be a great loss if we did not have the ability to reach them with our ads while they are out on the roads.”

- Glenn Moss 6% 13% Billboards Transit Alternative Street

16% 65%

Out-Of-Home Media Current consumers are on-thego and out-of-the-home. OOH advertising has increased industry-wide over the past year and is one of the fastest growing media segments. OOH advertising is efficient and delivers lower CPM impressions compared to other media

OOH Digital Media OOH is transitioning to digital. Currently there are 4,400 digital boards nationwide. Digital OOH is interactive and flexible when reaching audiences at different times of the day.

A Switch to Digital

Choice Media was the first in Texas to have digital outdoor boards.

Why OOH Works for Western Bowl Westerns location is on I-27 Large parking lot space available for events I-27 & I-40 are the prime routes of travel of Amarillo and surrounding area population

Family Fun & Entertainment

Why OOH Works for Western Bowl Open spaces in Panhandle allow OOH to stand out Primarily a vehicular commuting community

Amarillo, Texas

OOH is efficient, sticky & has high visual impact

More Than Just Balls

Media Proposal Sponsored Facebook Posts Western Bowl will incorporate a social media budget to reach a younger demographic who are currently connected with this medium. This is the most efficient way to connect and communicate with users and reach specific target segments. With an $800 allocated sponsored social media budget Western Bowl can reach 3.6 million exposures in the Amarillo market.

Media Proposal Special Events Cosmic, corporate, and human bowling are events that will increase foot traffic and create awareness. By having large and exciting events, Western Bowl can draw new customers and maintain regulars. With a $1,350 allocated to events, Western Bowl can reach a broader range of consumers. The bowling industry is declining, and in order to stay relevant, unique and new events should be hosted to stay relevant. Glow Cosmic Bowling Western Bowlâ&#x20AC;&#x2122;s cosmic bowling night will consist of, a live DJ 300, strobe lights, dancing, glow-in-the-dark body paint, as well as magicians and alcoholic drink specials.

Media Proposal 93.1 The Beat, Live Remote By incorporating a live remote at our cosmic bowling event, Western Bowl can tap into the Single and Starters demographics currently obtained by 93.1 The Beat. Radio Advertising $600 will be allocated for radio advertising on Blake FM. Blake FM has a large Family Union, Autumn Years and Economical Challenges audience segment of listeners. Radio Spots will be from 3:00-7:00 p.m. during commuting times. Spots will be on Mondays, Thursdays and Saturdays during slower months of the year at Western Bowl.

Media Proposal AGN Press Release for Human Bowling Press release for a newspaper article and potential AGN digital exposure will highlight the human bowling event.

Outdoor Boards

#MoreThanJustBalls

Facebook Sponsored Posts

Radio Ads

Announcer: Jackson 806

Jackson 806: Attention Texas Panhandle, how would you like to kick back and enjoy a nice night of indoor fun? That's right, now at Western Bowl, there's more stuff to do than we can count! Come and enjoy a delicious dinner brought to you by Feldman's Wrong Way Diner, or just kick back relax, and help yourself to our vast selection of domestic and foreign beer choices! And don't worry, there's plenty of options for the kids too! Whether it's our full sized arcade room, or our 60 bowling lanes, that's right, 60, Western Bowl is the perfect place for any occasion. Because here at Western Bowl, we're more than just balls.Â

Radio Ads

DJ 300

Media Calendar Media Type

Budget

Daily Reach

Campaign Reach

S Amarillo 12’X25’

$1,100.00

21,000 Cars/ Day

1,890,000

SW Amarillo 14’X40’

$1,100.00

21,000 Cars/ Day

1,890,000

Digital Boards, 12’X40’

$1,700.00

45,000 Cars/ Day

16,425,000

100K Impressions/ Post

3,600,000

Cosmic Bowling Event w/DJ

$350.00

N/A

93.1 The Beat, Live Remote

$300.00

15,302

30,604

Blake FM Radio Advertising

$600.00

19,127 Exposure

688,572

AGN Press Release for Human Bowling

Free

10,000 Exposure

10,000

N/A

Total

June

July

August

September

December

January

Feburary

March

11,137 Exposure/Day, Hollywood & Bell

4 Sponsored Posts/Month, 36 Sponsored/Year, 3.6 Million Exposures

Cosmic Bowling Event w/DJ

Single Event Remote

Single Event Remote 3-7 P.M. M,TH,SAT Radio Spots

News Article

Sponsored on Social Media and Digital Boards

$6,650

October

56 Ads/Hour, 1344 Ads/day, I-27 & Hillside

$800

$1000.00

May

11,137 Exposure/Day, Loop 335 at Coulter