Movies and Menus of Epic Proportions

Like many small businesses catering to the service and entertainment industry, Sperry’s Moviehouses were greatly affected by COVID-19.

The global pandemic disrupted film production and exhibition, keeping people out of theaters and
changing the collective experience of “going to the movies”. In 2018, North American box office
receipts totaled $11.9 billion; in 2020, that number plummeted to $2.3 billion. Of that number, $1.8 billion was earned during the year’s first three months.

Offering unique movie theater experiences in Holland and Port Huron, Michigan, Sperry’s Moviehouses are small, boutique theaters that aim to give audience members a more personal and intimate feel while viewing a film. In addition to luxury recliner seats with heat and massage, Sperry’s Moviehouses offer concessions like popcorn, candy, sodas, and unique menu options, beer, wine, and cocktails. Audience members can even order food from their smartphones to be delivered to their seats. Sperry’s is proud of offering a distinctive, specialized movie-going experience!

---

Sperrys’ recognized that they had an opportunity to not just go back to business as usual but also capitalize on opportunities for growth during the postpandemic period.

---

THE PROBLEM

During the summer of 2021, as businesses emerged from COVID-19 shutdowns and restrictions, the team at Sperry’s approached 2 Fish Co. for marketing help to rebuild awareness and engagement with a greater audience. Sperry’s recognized that they had an opportunity to not just go back to business as usual but also capitalize on opportunities for growth during the post-pandemic period. The goal was to increase awareness and brand preference.

THE SOLUTION (PROCESS AND PAYOFF)

The 2 Fish Co. team worked with Sperry’s to develop a comprehensive digital marketing plan. 2 Fish Co. started the process with a SOAR report (Strengths, Opportunities, Aspirations, and Results) followed by primary and secondary research—an important step in the service and entertainment industry’s postpandemic ethos. One of our main standards of operation is Relationships Matter— knowing who our clients are is essential to our work! Choosing the right marketing practices for our partners happens when we see their big-picture and nitty-gritty needs. Doing the right kind of research at the front end of the process is essential.

With the information from the SOAR report and research results, we developed
a contextualized and measurable digital marketing plan.

This marketing plan included website support and search optimization, social marketing, digital ads, email marketing, community engagement, and partnerships, and a comprehensive rebrand and launch of the food and beverage menu. The stated goals were to:

• acquire new customers while fostering and maintaining a great relationship with them well into the future;
• inform, persuade, and remind clients about the full scope of products and services offered by Sperry’s Moviehouses;
• and create, maintain, and protect the company’s reputation, enhance its
  prestige, and present a favorable image.

This marketing plan included website support and search optimization, social marketing, digital ads, email marketing, community engagement, and partnerships, and a comprehensive rebrand and launch of the food and beverage menu. The stated goals were to:

2 Fish Co. incorporated paid and organic social media, search ads, and email marketing. The marketing campaign results included 2.17 million impressions from social ads, resulting in a 0.64% click-through rate (CTR), well above the industry average of 0.51%. Search Engine Marketing garnered an average CTR of 45.61%, smashing the industry average of 11.5%. Finally, 48 unique email messages were sent, resulting in a 21.23% open rate, above the industry average of 20%, and a 3.4% CTR, well above the industry standard of 0.7%. By all accounts, the marketing plan and campaign were a smashing success, with over 2 million impressions, over 45,000 emails opened, and a reputation management system built to streamline guest and community engagement.

---

The marketing plan included website support and search optimization, social marketing, digital ads, email marketing, community engagement, and partnerships,
and a comprehensive rebrand and launch of the food and beverage menu.

---

THE RESULTS (PRAISE)

The digital marketing plan 2 Fish Co. launched met and exceeded the stated goals:

• A robust reputation management system was designed and implemented on social media, Google My Business, booking platforms, and travel sites to create, maintain, and protect the company’s reputation, enhance prestige, and present a favorable image.
• 171,635 customers were reached, resulting in 954 new followers for Sperry’s Moviehouses.
• 45,738 email messages were delivered detailing the full scope of products and services offered.

Additional benefits from the collaboration between 2 Fish Co. and the Sperry’s Moviehouses team included an Addy Award and a GDUSA Award for Social Media Campaigns! While winning awards is fun, we are most proud of our work with Sperry’s to develop messaging and increase guest and community engagement.

Sperry’s Moviehouses and 2 Fish Co.’s teamwork led to tangible progress toward all three stated goals and built momentum for future success.

SHARE IT!