Entertainment, Events, Restaurant/Bar
With multiple entities that each had a unique strength and distinctive purpose, iPlay America needed a marketing strategy that could bolster their success, while still honing in on each entity’s target market specifically through custom strategies and content. Their wide range of offerings includes an indoor amusement park, a restaurant & bar, and a premier event center. Each of these entities has its own market, ranging from children looking to ride go-karts to corporations looking to hold professional industry events. How do you brand these two things, side-by-side? Through a communicative and hyper-targeted marketing strategy that’s reinforced with powerful content. Nicklaus Marketing created an entirely new brand guide for iPlay America that included a scalable strategy for each market segment — children, teens, adults, and corporate— and successfully communicated the differentiating brand value accordingly in a brand voice that aligned with each individual segment. This allowed iPlay America to reach segments that it previously had not had access to, increasing its overall market share significantly and keeping customers, young and old, happy and satisfied with their experience.