Franchise Family Fun Center – Marketing Case Study

Client

Franchise Entertainment Centers

Business Type

Movie Theater • Bowling Alley • Arcade

Location

United States

Services

Social Media Marketing, LocationSync (Listing Identity Management),  Google Advertising, Facebook/Instagram Advertising

Date

2015 → 2024

The Challenge

Foot traffic was soft across FatCats’ franchise locations because the marketing had to cover multiple experiences simultaneously, including $5 Movie Tuesdays, first-run films, bowling, arcade games, gift cards, and corporate parties, without enough staff to customize, launch, and maintain promotions for every location. Broad, one‑size‑fits‑all campaigns weren’t moving people near the centers to visit now.

The Strategy/ How We Fixed It

We built one connected playbook and ran it market‑by‑market. Social carried the day‑to‑day momentum (offers, UGC, short promos), while Google Search captured intent for movie‑theater, gift card, and corporate party queries. Facebook/Instagram handled reach and retargeted interest during peak promo windows (Black Friday/Cyber Monday, holiday parties).  The fix required hyper-local message delivery pushing simple, high-intent offers to people within range of each venue (e.g., a Free Popcorn coupon to nudge movie attendance) so nearby families and planners had a reason to walk in today.  LocationSync kept each location’s NAP, hours, and promo details accurate everywhere—so ads and organic posts didn’t send people to dead ends. We measured what mattered: clicks, coupon downloads, purchases, form fills, and “book a party” actions. Less “boosting,” more business. 

Results

Market Position

  • SEMrush Position Tracking: Visibility/Share‑of‑Voice ~39.4% for brownbrotherscatering.com, with the nearest competitor around 12% and others between ~2–3%—a clear #1 footprint in Utah.

    • Recent program‑level lifts (all‑channels)

    • Engagement: Strategy delivered >100% lift vs. the previous activity set (like‑for‑like periods).
    • Organic reach: +394%
    • CPM: –4% YoY.
    • Movie‑intent demand capture: Recent dashboard shows 17,440 clicks across queries like “movies near me,” “movies in theaters now near me,” and “movie theaters near me.”

    In plain English: more people found FatCats for what they wanted right now, and we reached them cheaper.

    Facebook/Instagram campaign outcomes (snapshot from a holiday push)

    • Reach: 89,777 • Impressions: 212,207 • Clicks: 1,879 (CTR 0.9%) • Actions: 1,935 • CPC: $0.92
    • Top click‑driving campaigns: Free Popcorn Promo (459), $5 Tuesdays, and Holiday Parties #2.
    • Direct promo impact: Gift card campaigns produced 77 total conversions, including 22 direct purchases; the Free Popcorn offer logged 167 downloads from 144 unique users (with a short untracked window we estimate would add ~20% more).
    • Conversions by campaign (examples): Free Popcorn 82, Cyber Monday 29, Black Friday 20 (Gilbert location leaders).

    Google Ads performance on high‑intent “Corporate Parties” (single‑month snapshot)

    • Impressions: 8,463 • Clicks: 151 • CTR: 1.8% • Avg. CPC: $6.97 • Conversions: 15 • CVR: 9.9% • CPA: $70.19 • Spend: $1,053 • Avg. Ad Position: 2.0.
    • Best performing keywords (by CTR/quality): corporate teambuilding events (CTR 4.65%, QS 6), corporate holiday parties (CTR 3.33%, QS 6), company Christmas parties (CTR 2.24%, QS 6), among others.

    Campaign highlights that actually moved the needle

    • $5 Movie Tuesdays consistently ranked among top‑clicked social campaigns (Gilbert alone delivered 451 clicks in the snapshot).
    • Offer‑led creative wins: “Free Popcorn” wasn’t just cute—it drove 459 clicks and 82 conversions, and helped lift moviegoing mid‑week.
    • Holiday commerce engine: Gift cards and Corporate/Holiday Parties became reliable fourth‑quarter revenue levers (77 gift‑card conversions with 22 purchases logged in the snapshot).
    • Listings discipline: LocationSync kept hours/promos consistent across Google, Apple, and directories, protecting conversion rates when offers changed week‑to‑week.

    Bottom Line

    Bottom line: We didn’t just “boost posts.” We built a repeatable promotions machine; one that fills seats on Tuesdays, books parties in Q4, and keeps bowling and arcade top‑of‑mind the rest of the year, all while lowering unit costs.

    Want us to spin up the next promotion calendar? We’ll map the creative, budgets, and city‑by‑city flighting—and show the receipts again.