Busch Gardens Plans Book

EXECUTIVE SUMMARY 1

RESEARCH 2
3
RESEARCH METHODS 4
DISCOVERING PERCEPTIONS 6
THE TARGET 7
EXPLORING THE PROBLEM 8
PROVIDING A SOLUTION
11
CREATIVE 12
13
FACEBOOK 14
SNAPCHAT 15
INSTAGRAM 16
TWITTER 17
DIGITAL DISPLAY ADS 18
RADIO 20
OUT OF HOME 22
EVENTS
RECOMMENDATIONS 25
26
MEDIA 27
28
GEOGRAPHICAL EMPHASIS 29
RATIONALE & BUDGET
FLOWCHART 30
EVALUATION

SOURCES

EXECUTIVE SUMMARY

Imagine a baby boomer wearing a Hawaiian shirt, khaki pants, and the classic socks with sandals combination. Now
picture a Gen X mom wearing a fanny pack and a visor while she chases after her two kids who are conveniently
dripping ice cream all over their new vacation outfits. These are the stereotypical people you may be used to seeing at
Busch Gardens Tampa Bay.
But that’s about to change.
The dynamic of theme parks, as a whole, is shifting, and, as competition increases, targeting the same consumers over
and over again just won’t do. Our primary goal is to reach an important growth audience - younger millennials.
In the ever-changing digital landscape that millennials live in, it is important for Busch Gardens to stay relevant and in
the conversation. We have created a multi-platform integrated campaign to help them achieve just that.
Generation Y engages in almost every aspect of life using various social media
platforms, which according to our comprehensive research, mostly involves
Snapchat, Twitter, Instagram, and Facebook. With so much new technology
available, we plan on utilizing both digital and traditional platforms to increase
Busch Gardens Tampa Bay’s total consumer engagement, both online and in
person. By communicating with their community more efficiently and taking
pride in the area in which they are located, the park will also boost their total
sales revenue.
We’ve learned that it’s the slightest modification that can truly make a large
impact. Who knew that simply talking to someone or validating a person’s
online social interaction could result in an ever growing target consumer
base? Well, we do now.

1

RESEARCH

RESEARCH METHODS
DISCOVERING PERCEPTIONS
THE TARGET
EXPLORING THE PROBLEM
PROVIDING A SOLUTION

2

Research METHODS

We conducted a wealth of research in order to better understand the current view of Busch Gardens Tampa Bay by millennials.

FOCUS GROUPS ONLINE SURVEY IN-DEPTH INTERVIEWS IN-PARK OBSERVATIONS SOCIAL MEDIA TRACKING
4 focus groups with each We tracked how audience
Qualtrics survey 120 in-depth interviews of 65 students visited the
group containing 8-12 comprised of 37 millennials living in the park to observe current interacts on Facebook,
people questions accessed by Tampa Bay area audience and millennial Instagram, Twitter, and
500 millennials behavior within the park
S Snapchat
W O 3
Known for its thrilling rides and T
quality zoo exhibits Pricing can still be high Social media presence can be
Well known tourist attraction in the Limited opportunity for people who improved Other theme parks
state of Florida don’t enjoy rides Web and app interactivity can be Beaches
Main theme park in Tampa and Few “characters” improved Zoos
close to USF Limited app - Not user friendly Millennials enjoy new and exciting Netflix/Hulu
Costs less than other theme parks Social media lacks personality experiences, which Busch Gardens Museums
in Florida (does not stand out) could provide for them Bars/restaurants/events
More music events

discovering perceptions

Our research gave us vital insights as to how millennials view Busch Gardens on social media,
how they experience the park as a guest, and how Busch Gardens stacks up to its competition

Social Media Competition Low High

Our online survey shows that most According to interviews and our online
millennials are on Facebook but also survey, millennials prefer Disney World
frequent instagram and Snapchat. and Universal Studios because they
In-depth interviews revealed that our believe there is higher quality for the price.
target prefers to use Instagram and Despite their preference for Universal
Snapchat over other social media Studios and Disney World, millennials still
platforms. rank Busch Gardens’ thrill rides and prices
above the competition.
29.3%
27.6% “Which park has the best thrill rides?”
15.2%
27.5% 48% 49.4% Quality
When focus groups were asked about Universal Busch
how they viewed Busch Gardens pages Gardens Competitive Perceptual Map
on Facebook, Instagram, and Twitter, Studios
they claimed that posts were: “Which park offers the best price for the
experience?”
Corporate & Bot-like
28.6%
Based on our online survey, only Universal

25.7% Studios

of millennials surveyed follow Busch 2.5%
Gardens on social media platforms. Disney World

56.3%
Busch
Gardens

15.1%
Disney
World

4

discovering PERCEPTIONS

Insights In-park Preferences

Visiting a theme park is ranked high amongst preferred Millennials are drawn to Busch Gardens for the rides. In
activities, but is seen as too expensive. fact, our survey shows they head to the rides as soon as
they enter the park. The most popular rides among
“How do you spend your free time?” millennials are Cheetah Hunt, Montu, and SheiKra.

Millennials are extremely frugal and therefore prefer While they enjoy the animal exhibits, they are not drawn to
low-cost recreational activities such as binge watching them as much as they are drawn to the rides.
on streaming services like Netflix or Hulu or going out to
dinner with friends. “What is your favorite ride at Busch Gardens
Tampa Bay?”

Cheetah Hunt
SheiKra
Montu

Falcon’s Fury
Cobra’s Curse

Scorpion
Kumba

Sand Serpent
Phoenix
Not sure

M o r e t h a n 9 0 % of millennials avoid games

throughout the park. They believe the games are overpriced
and that the value of the prizes are not worth the cost to play.

With all of this said, there is still one key insight that works in 5
Busch Gardens’ favor...

Millennials are all about the
experience. We’ll actually go
somewhere and do something just
for the experience.

Target

JESSICA JAMES
22-Years-Old
27-Years-Old
Jessica is a 22-year-old college senior who
plans on staying in Tampa after she James is a 27-year-old college graduate
graduates. She loves the close proximity to who lives in Tampa. He has practically
the beach and hanging out with her friends. been plugged into technology since he
She is very active on multiple social was born. He is part of the generation that
networking apps and gets most of her news doesn’t go anywhere without their
by constantly refreshing these apps. smartphone or tablet. Technology is as
important to him as the air he breathes.
Jessica is part of the generation that can’t
remember life before smartphones. She James doesn’t have cable in his
forgot her phone on the dresser once. But apartment. His television is for streaming
rather than go a day without it, she chose to movies and network shows
go back home and was an hour late to class. commercial-free only. He gets his news
This is because her smartphone is as from mobile sites and widget feeds. If
important a tool for her as the textbooks in something doesn’t have a strong web
her bag. presence, he probably doesn’t know it
exists.
6

the problem

Busch Gardens Tampa Bay faces the challenge of engaging, stimulating, and
speaking to the younger millennial crowd. According to our research Busch
Gardens’ primary focus should be finding new and creative ways to promote more
brand awareness, reach out to this specific target audience, and make their social
media outlets more engaging. Younger millennials seek relief in binge-watching,
going out with friends, dining out, sleeping, and traveling instead of going to
amusement parks.
Busch Gardens excels in thrill rides compared to their competitors in surrounding
areas. However, they are not viewed as having high-quality attractions such as
competitors Walt Disney World's Tower of Terror and Universal Studios’ Harry
Potter World. We need to appeal more to what interests the target audience. By
doing so, we can capture their attention by using more resources to increase
amusement park attendance for younger millennials. If Busch Gardens focuses on
those specific issues, then they will bring in more foot traffic from this target
audience.

7

THe solution

PROMOTE REACH OUT

We are fluent in the language of millennials, We recognize the issue at hand, and we have
and we know exactly what it takes to bring taken the steps necessary to address it. By
them into Busch Gardens more frequently. launching our campaign that is heavily
They are absorbed in a completely digital influenced by digital and social media usage,
world at all times of the day and night. Our we are sure we can attract the target audience
campaign revolves around exactly this. Our and bring them back into Busch Gardens.
goal is to communicate to our target in a We decided the most important aspect of our
way they will easily understand. campaign is to become a relevant and
important part of millennials’ lives around the
Tampa Bay area.

ENGAGE EXCITE

The millennials are out there, but they aren’t Millennials aren’t visiting Busch Gardens as much
quite listening the way we want them to. as we would like. They’re occupied doing other
Our advertising campaign centers on the things – like binge watching their favorite TV
digital world, exactly where our target shows or going out with friends. But what if this
audience resides. We have put into place a has become routine? What if they’re looking for
variety of digital advertisements as well as something more, something different and unique
some out-of-home that will attract our they aren’t already experiencing? Something
audience like never before. In addition, we exciting?
have suggested a few unique park
improvements that would greatly enhance 8
the experience for today’s millennials visiting
Busch Gardens.

clear, consistent, thematic messaging
is what's needed.
all of this leads us to the one big idea...

9

WHERE ELSE?
Where else can you experience thrill rides, hand feed giraffes on a Serengeti Safari,
taste food and wine from around the world, listen to live music, try 27 different flavors
of tea, and enjoy exciting events such as Howl-O-Scream all in one place? Only at
Busch Gardens Tampa Bay.
After thoughtful consideration, our team has decided to emphasize all the wonderful
and electrifying options Busch Gardens already has to offer to millennials. To attract
our younger millennial audience, we’re employing social media to offer thrilling
snapshots of the rides in addition to a light-hearted look at the animal habitats. Our
outdoor is filled with first-person point of view. All of these executions speak to the
fact that Busch Gardens is an attractive alternative to the couch, to the bars and to the
typical activities of today’s Florida-based millennial.

10

CREATIVE

FACEBOOK
SNAPCHAT
INSTAGRAM
TWITTER
RADIO
OUT OF HOME
EVENTS
RECOMMENDATIONS

11

facebook

Facebook is the largest social media platform with 2.2 billion users as of December 2017. Of those 2.2 billion users,
1.7 billion of them are active on the mobile app every month. According to our research on millennials (18-34) that
have been to Busch Gardens in the past year, 76% use Facebook.

Our goal would be to direct people to the Busch Gardens website to purchase tickets. We
will do this by using a combination of sponsored image or video ads with links so that we
can drive traffic to the website. This can be formatted for both desktop and mobile feeds.
We believe using sponsored posts in combination with promotions (discount codes,
special event deals) and a link leading to the ticket sales landing page will increase ticket
purchases.

12

SNAPCHAT

Snapchat is an incredibly
responsive experience for users to
engage with a brand. Out of our
respondents for the survey 65.7%
of people in our target utilize
Snapchat, while only 2.2% of those
people actually follow the Busch
Gardens Snapchat. To combat these
numbers and create higher overall
engagement, we crafted more
geofilters for guests to use while
visiting the park. These filters would
make the Busch Gardens story
more interesting and encourage
guests to follow and post.
Some tactics to incorporate: posting
coupons for followers to use
(e.g. half-off parking, half-off food
items, free drink), posting special
behind the scenes looks and
exclusive contests only for the
Snapchat audience
Our budget includes executing
daily set geofilters and lookalike/
targeted ads to increase overall
awareness and engagement.

Story Ad: https://vimeo.com/264181292

13

INSTAGRAM

Instagram has more than 800 million monthly active users as of January 2018, and many experts believe it could
reach nearly one billion by the end of 2018. According to our research 59% of millennials (18-34) are active
Instagram users. The social media site is so appealing to this audience because of its user experience and new
features such as stories, live video, and disappearing messages. The millennial generation is a very visual crowd, and
Instagram caters to that.

Our goal for advertising on Instagram is to
increase engagement with Busch Gardens
visitors and increase ticket sales. We will
do this by using a combo of sponsored
images and video ads, along with Busch
Gardens stories with links.
Links to video content:
https://fb.com/l/a49uJPgAwMXo4Y
https://fb.com/l/a4PtNKOK5ybW6a

14

Twitter

Using the information gathered from our survey, we found only 36% of the respondents actively use Twitter. While
Twitter is still a popular social media platform among millennials, we have decided to put the least amount of our digital
media budget allocation toward this.

Our goal for Twitter is to create organic interaction with our current and future guests. By
doing so, we want to create an amazing customer service experience, display special
promotions, and include prize giveaways. There are plenty of opportunities to capitalize
on using Twitter for a relatively low cost.

15

Digital display ads

Page Takeover: Ticket Master According to a study that was published by
MediaBizo, display advertisements can increase site
Because millennials enjoy concerts and other traffic by up to 300%.
live events... Where Else? Focusing on websites that cater to our target
audience, we can focus on digital campaigns that
inform and remind our target base of why they
should pay more attention to Busch Gardens Tampa
Bay while going about their average everyday online
tasks. We are focusing 14% of the budget on
display/search. With display ads, we can utilize
graphic, video, audio, and the “Where Else?”
branding, bringing together a more cohesive
design.
The benefits of using digital banners ads and page
takeovers are cost efficiency, personalization, and a
guarantee that our messaging will reach our main
demographic compared to other forms of
advertising.
Some of the websites that we are going to
implement digital display ads are: amazon.com,
buzzfeed.com, thrillist.com, and Refinery29.com.
These are a few websites that are extremely popular
with millennial audiences and, with our catchy
“Where Else?” theme, we are sure to gather the
awareness needed.

16

radio

Our research finds approximately 90% of millennials are regularly exposed to traditional radio. Therefore advertising on
local radio stations allows us the opportunity to promote Busch Gardens to those in the Tampa Bay area.
Digital radio options such as Spotify and Pandora allow the “Where Else?” campaign to reach a statewide audience.
Both streaming services are extremely popular with the target audience. In fact, 75% of Spotify users fall within our
millennial target. These digital platforms allow us to specify who will be exposed to each spot based on preferred
music genres, location, gender, and app activity.

30-Second Radio Spot Script: Local stations in Tampa Bay where
the spot will be played:
There you are, rushing once again.
Rushing to and from work, rushing to
get groceries, and rushing to finish
your to-do list...
But what about a different kind of
rush?
What about the rush of the wind
blowing through your hair? The rush of
plummeting 70 feet toward the
ground? The rush of your stomach
dropping to your knees?
Don’t bother asking “where?” Because
the real question is... “Where else?”
Visit BuschGardens.com for ticket info,
special events, and more.

17

OUT OF HOME

Due to millennials commuting to and from work and school, billboards will be placed between I-275 and I-75.
Twenty-two boards will encourage and entice our target to look at the outdoor ads that showcase the exceptional
activities that they simply can’t indulge in at home.

According to our research, Busch Gardens’ current out of home advertisements elicit the highest awareness and
interest from younger millennials therefore bus stop boards and other transit signage should connect positively
with the target audience. Around campuses or malls, we can actively show Busch Gardens and what we have to
offer with our “Where Else” campaign.

18

OUT OF HOME

In advertising, the main goal is to reach as many individuals with as little distraction as possible. Elevator
advertising allows consumers to take in your message with it being the only media they have in sight. Elevator
decals and mats would create buzz in the buildings in which they are placed, and just like Isaac Newton once said,
“what goes up, must come down,” meaning that if a person goes up in the elevator they are obviously going to
need to get down somehow (which means they might see the ad twice!). Why not take advantage of this undivided
media-viewing opportunity?

Our team proposes that we place the elevator decals in millennial-heavy locations, such as USF/UT/HCC campuses,
local student apartment buildings, downtown Tampa and Hyde Park parking garages, Tampa Bay area malls, and local
arenas and fields (Amalie Arena, George Steinbrenner Field, Tropicana Field, Al Lang Stadium). With increased
millennial traffic in these areas, the elevator decals will create conversation and could possibly become a social media
moment for many. In addition we suggest 3D chalk art that can be placed in similar areas to simulate the view from the
top of Busch Gardens most popular coasters. With proper permits, this art can be placed in crowded Tampa areas.

19

EVENTS: college days

Colleges are filled with young millennials who are weighed down by grade angst, dealing with part-time jobs, living on
a diet of Ramen noodles, and facing a future of student debt. Participating in events held at local colleges would
provide the perfect opportunity to relieve some of those burdens and remind our target to have fun. Busch Gardens
Tampa Bay should be seen as an essential source of fun and a release from the students’ daily grind.

The plan, therefore, would be for Busch Gardens
to visit campuses in the Tampa Bay area and
participate in student events such as the University
of South Florida’s Bull Market. The USF Bull
Market is a gathering of local vendors held every
Wednesday on the lawn outside the student
center. Busch Gardens would set up its own booth
where the target audience could play games and
raffles to win prizes such as koozies, drawstring
bags, single-day tickets, and other Busch Gardens
swag.
These items and discounted tickets would be sure
to spark interest amongst students and kick off
the most valuable form of advertising -
word-of-mouth. Participating in these sorts of
events would increase engagement between
Busch Gardens, local schools, and, of course, the
growth segment of younger millennials.
These college days will also serve as a reminder as
to what’s just around the corner...

College Days tent:
Side view

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RECOMMENDATIONS: art fair

Research shows younger millennials favor and seek out art that is Instagram-friendly. By hosting a social media-friendly art
festival at Busch Gardens, we can draw the millennial target into the park with large, colorful installations, chalk art, and
interactive art demonstrations .
The Art Fair would feature local artists - many of them millennials - every weekend from mid-August to
late-September. This event would be held after the events of Summer Nights but before Howl-O-Scream as the park has
a noticeable decrease in attendance during that time.
Guests will be encouraged to hashtag their chalk art photo on social media to bring attention to the festival. Also,
we will have artists painting murals that can be used as photo ops for guests throughout the park.

Art Fair Display:
Tents and booths would be
placed throughout the park
including the horse stables
located near Serengeti Overlook.

21

RECOMMENDATIONS: night life

Millennials are a busy bunch. Between full-time school and long
working hours, they don’t get a lot of time to unwind let alone
visit a theme park. Therefore, it comes as no surprise our
research reveals millennials would visit Busch Gardens more if
the park had extended hours.
Busch Gardens After Dark would keep a portion of the park
open after normal operating hours, with the addition of live
music and full-service bar stations. While our wealth of
qualitative and quantitative research show that millennials avoid
games at Busch Gardens, we also believe After Dark can be an
opportunity to change that. Leaving the games area outside of
Gwazi Park open may entice competitive friends or those
showing off for their significant others to pay for a few rounds of
“Name That Game.” Especially in combination with a mixed
drink or two.
While we understand staffing the park later can be a costly
endeavor, we feel this could be a huge opportunity to bring
more people into Busch Gardens.
Drinks? Games? Maybe a few rides? Some music? Where Else?

Marrakesh Theater: Gwazi Park:
While this stage may be unused at Gwazi Park is normally used for
the moment, its convenient
location by the entrance of the larger events and After Dark
park makes it easy for After Dark guests can use this space to view
guests to find, and its mostly
enclosed area makes the theater live performances or DJ sets
feel more like a bar or club. without feeling cramped. This area

of Busch Gardens is perfect for
dancing, flirting, and mingling.

22

RECOMMENDATIONS: meerkats and mimosas

Other event Ideas include: At Busch Gardens, learning about wildlife is
Sangria and Sloths actually a lot of fun. The keepers are usually
Birds and Beer extremely energetic and seem to enjoy engaging
Penguins and Pinot with both the animals and their audience.
While younger millennials are not necessarily
drawn to the park due to the animals, our research
finds this growth segment still loves spending
time viewing the exhibits. Learning and interacting
with the animals while sipping on bubbly would
only enhance the Busch Gardens experience.
Combining crowd favorite adult beverages with
cute, feathery, and furry animals would definitely
be an experience millennials wouldn’t be able to
keep to themselves - especially on social media.
We propose that on Fridays, Saturdays, and
Sundays (typical millennial “brunching” days) a
different animal be featured with an alliterative
drink: Meerkats and Mimosas, Sangria and Sloths,
Birds and Beer, and perhaps Penguins and Pinot.
These events could take place in the Animal Care
Center with the help of keepers and Animal Care
Specialists. Limiting these events not only gives
the animals a break but also creates a more
desirable experience that will encourage people
to visit on these days.

23

Recommendations: APP updates

While the present Busch Gardens app is visually appealing, it’s simply not user friendly.
In order to even view the park map, the user must be redirected to a separate web
browser. By updating the app to include an interactive map that is easily accessible,
Busch Gardens would allow its guests to get vital park information and directions all in
one place.

Marker Key
Blue: Show or
exhibit start time
Green: Ride wait
time
Red: Attraction
closure due to
weather
The interactive park map will include markers that indicate ride wait
times, updates on ride closures due to maintenance or weather,
and next available times for animal encounters and shows. For
attractions that are closed or have longer wait times, the app will
suggest alternative options including shows, animal exhibits, and
food or refreshment stops. For rides with shorter wait times, the app
will encourage guests to head toward the ride and even remind
them to find a locker nearby for their belongings.

24

MEDIA

GEOGRAPHICAL EMPHASIS
STRATEGY & BUDGET
FLOWCHART
EVALUATION

25

GEOGRAPHICAL Emphasis

The Florida areas we plan to target will help our campaign relate to our intended audience of younger millennials. These
designated market areas (DMAs) tend to have an abundant amount of people ages 18-34. These specific DMAs should
also allow Busch Gardens to successfully contend with other competitors present near Florida’s major state universities
such as beaches and other well-known amusement parks.

-Tallahassee- Thomasville
-Gainesville
-Orlando - Daytona Beach - Melbourne
-Tampa - St. Petersburg - Sarasota
-Fort Myers - Naples
-West Palm Beach - Fort Pierce
-Jacksonville - Brunswick

26

MEDIA STRATEGY & BUDGET

For our $5,000,000 budget, we have decided to provide a 60/40 split between digital and traditional.
The main reason is that we believe we can target a majority of millennials through a digital-based
campaign. Research and surveys show that ages 18-34 are extensively involved with social media
and tend to communicate more through these platforms. In fact, 98% of our target audience are users
of a social media platform.

While we want to focus heavily on digital, we also focused part of our budget on traditional. This will
include radio and out-of-home tactics. Local radio stations can target our audience just as well as
billboards and out-of-home advertising methods. Busch Gardens is in an area with growing populations
of younger millennials, and this will allow them to see our ads more often with a continuous schedule.

We have decided to focus our radio budget on 8 months of the 12-month
period. By starting in Quarter 2 and wrapping around to Quarter 1
of 2019, we chose the months that we feel will hit our
target audience and thus will allow a steady flow of brand 7%

ONLINE RADIO

awareness throughout our campaign. 29% 4%
The main goal with our budget is to SOCIAL
spread awareness to millennials and MEDIA RADIO
get them to Busch Gardens to enjoy
Florida’s thrill capital. By allocating 36% 10%
our budget this way, we believe we
ONLINE
INFLUENTIAL
MARKETING

can successfully achieve this goal OOH 14%
and continue to grow the Busch
DISPLAY/SEM

Gardens brand.

27

TRADITIONAL APR MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR BUDGET
RADIO JULY AUG SEPT OCT NOV DEC JAN FEB MAR $152,000

100.7 $30,400
103.5 $30,400
94.1 $30,400
93.3 $30,400
101.5 $30,400

OOH $1,800,000

BUS STOPS APR MAY JUNE $552,000
MALL PLACEMENT $348,000
BILLBOARDS $900,000

DIGITAL $1,465,000
SOCIAL MEDIA
$450,000
FACEBOOK $75,000
TWITTER $450,000
YOUTUBE $375,000
INSTAGRAM $115,000
SNAPCHAT
$348,000
ONLINE RADIO
$200,000
SPOTIFY $148,000
PANDORA
$500,000
ONLINE INFLUENTIAL MARKETING
$250,000
INSTAGRAM INFLUENCER $25,000 28
YOUTUBE INFLUENCER
$715,000
DISPLAY/SEM
$150,000
GOOGLE.COM $75,000
AMAZON.COM $50,000
ELITEDAILY.COM $75,000
BUZZFEED.COM $90,000
THRILLIST.COM $50,000
MTV.COM $50,000
USAMAGAZINE.COM $75,000
REFINERY29.COM
$4,980,000
TOTAL COST:

EVALUATION

MARKETING OBJECTIVES EVALUATION PRESUMED RESULTS
Increase in ticket sales among
Measure ticket sales quarterly among 6% increase in ticket sales
millennials by at least 6%. millennials for duration of the among millennials.
Increase digital followers and fan base campaign in targeted DMAs.
44,000+ likes on Facebook
among millennials by at least 8%. Measure increase in followers/likes on 10,000+ followers on Instagram
Increase Busch Garden’s digital Facebook, Instagram, Twitter, and
engagement among Millennials on Snapchat for duration of digital 4,800 followers on Twitter
campaign. Increases in Snapchat followers
social media.
Examine change in sentiment towards Increase engagement by 15%.
Busch Gardens using hashtags and Maintain and boost positive sentiment

check-ins. Monitor click-through rates, toward Busch Gardens through
SEO keyword ranks, and conversions. millennial eyes.

In order to measure the effectiveness of our campaign, we plan to monitor ticket sales among the millennial audience and overall
millennial interaction with Busch Garden’s digital and social accounts.
Our team will be able to evaluate the success of the campaign by measuring ticket sales quarterly among millennials for the duration
of the campaign as well as the increase in followers/likes on Facebook, Instagram, Snapchat, and Twitter. Additionally, while
examining followers’ posts and hashtags associated with the Busch Gardens brand, we will assure that Busch Gardens has a positive
sentiment and engage with consumers to further create that positive brand image environment.
Because Busch Garden’s digital presence will increase dramatically, our team will be able to track campaign statistics with ease. We
predict that because there will be a heavy focus on digital content, this will increase the amount of ticket sales and millennial following.
With a narrower focus on traditional advertising (radio, out of home, etc.) we predict that we will encourage busier, on-the-go
millennials and/or millennials who have yet to visit Busch Gardens Tampa Bay.

29

SOURCES

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https://www.google.com/about/our-story/
Industry First: Smartphones Pass PCs In Sales. (2011). Retrieved from
http://fortune.com/2011/02/07/industry-first-smartphones-pass-pcs-in-sales/
Customization: The Key Word In Millennial Buying Habits.(n.d.).Retrieved February 19, 2018,, from
http://thegbrief.com/articles/customization-the-key-word-in-millenial-buying-habits-621
Schwabel, D. (2015, January 20). 10 New findings about Millennial consumer. Retrieved February 11, 2018, from Forbes.com
https://www.forbes.com/sites/danschawel/2015/01/20/10-new-findings-about-the-millennial-consumer/#6ad6d26d6c8f
Trip Advisor [Review]. (n.d.). Retrieved from
https://www.tripadvisor.com/Attraction_Review-g34678-d107648-Reviews-Busch_Gardens-Tampa_Florida.html
Hulkower, B. (2017, August). Digital Advertising. Retrieved April 5, 2018, from
http://academic.mintel.com.ezproxy.lib.usf.edu/homepages/sector_overview/11/
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