A leading entertainment company seeking to rejuvenate its location-based entertainment concept, GameWorks, and develop new consumer-relevant concepts for continued company growth.

Challenge: Reestablish the GameWorks brand by updating it to meet current consumer needs.

Rand Inc. Solutions:

• Developed Brand Architecture
• Identified target consumers and established focus
• Completed in-depth SWOT analysis of GameWorks locations
• Developed campaign theme to quickly communicate offering
• Established creative standards and electronic marketing best practices
• Implemented regular reporting and measurement to gauge marketing performance

Results:

• Integrated effort between marketing, operations, IT and other departments
• Disciplined, calendar-driven approach to planning and execution
• Visibility needed for more strategic investment decisions
• Optimization of marketing department to leverage strengths
• Visibility into results of marketing efforts

Challenge: Bring to market a new restaurant and entertainment concept in a proven growth category.

Rand Inc. Solutions:

• Identified target consumers and established focus
• Conducted research to refine brand and experience to meet consumer needs
• Developed Brand Architecture to create company-wide consensus on messaging and tone
• Established brand creative foundation for consistency across all media
• Coordinated grand opening PR effort
  

Results:

• Significant media attention for grand opening in summer 2008
• Consistency among disparate providers and field management