SOCIAL MEDIA I
In 2017, Seabreeze Park had selected a new ride for the season. Time and energy were spent deciding on the name and coming up with general theming ideas - a fun and exciting process to be sure, but that was all in-house. Now the word needed to get out. It was the off-season, and our expenses had to be kept to a minimum. Social media helped us to do this. The ride was a Supermiami surf ride with a rotating gondola from Technical Park of Melara, Italy. Dubbed ‘The Time Machine’ by Seabreeze, it was described in park literature as modern technology meets retro- futuristic. Think H.G. Wells with a splash of steam punk. The visual themes that the name alone conjured up were fantastic. The logo work progressed quickly and successfully. Timing allowed for the 2016 holiday greeting card to spread the news. The images for the card were easily transferred to the park’s website and Facebook page. In addition, an electronic version of the card was created and e- mailed out to subscribers of the Club Seabreeze newsletter. There’s nothing like an announcement to your most loyal group of followers of a new attraction to get people talking. A general Facebook post may have a reach of 4000 people in the off-season - let folks know that something new is going on in your park and you can triple that reach.
Next it was time to share more details. A ‘What’s New’ one sheet was developed, with plenty of factual information, a straight- forward illustration, a striking logo and a touch of hype. Another share on Facebook, with a link to the website and get ready for another spike in reach, especially when the local media outlets that have liked your page pick up the story and broadcast it. Other elements used to help keep the Facebook, Twitter, Instagram narrative moving along included showing pictures of
the ground be broken, pouring cement for the slab where the ride would sit, posting a screen shot showing the progress of the shipping container as it moved across the Atlantic Ocean. You’re pulling the curtain aside and letting people take a peek behind the scenes. You’re creating a tale that people want to follow and talk about. While the picture you’re painting is good, there’s nothing like a video to really let people know what’s coming. While the Seabreeze Time Machine was going to be its own unique attraction, other parks (Santa Cruz Beach Boadwalk, Joyland, and Castaway Cove) had video of their surf rides and the smiling riders that they were willing to share. Using an in-house editing system and needle drop music, we assembled our own video preview that was posted on the park’s YouTube channel, with mentions and links on the website and Facebook page.
As the first riders, eager park staff members, climbed aboard, I grabbed a go- pro camera and after a couple rides and a few minutes creating an edited version of the experience, a new post was up on Facebook and YouTube. The resulting spike on the Internet let people know that the ride was running, the local media heard the buzz and approached the park. Most markets have TV stations that have local early morning news shows that are always
STEPS TO REMEMBER:
• Use all your accounts Facebook, Twitter, Instagram, etc. to announce what’s new • Run a ‘tease’ campaign to build buzz and suspense about what’s coming • Once announced run contests, first ride, name the attraction, behind the scenes tour • Create a ‘What’s New Page’ for your website • If you blog, talk the addition up • Invite existing bloggers to come check things out • Consider a podcast • Establish and post to your YouTube Channel • Monitor and respond to reviews posted on Trip Advisor and Google Review
looking for interesting visual stories to cover, and a new park attraction fits that bill nicely. Two different stations sent reporters to Seabreeze to ride the Time Machine. That resulted in feature stories that morning and edited versions that played all day on the TV stations’ website with links to the Seabreeze web page. We extended the exposure by promoting those stations’ stories on our Facebook page. The Time Machine was the focus of that season’s advertising campaign. The TV commercial that was made not only played on the air, it also was posted on our YouTube Channel and Facebook and riders were encouraged to look for themselves in the spot. Some of those featured riders posted to their own social media about the experience and extended the reach further. I like to tell stories, it’s in my nature. Being in the park business and using social media has allows me to tell stories with happy endings. In the Spring and Summer of 2017, we told the story of the Seabreeze Time Machine. What story do you have to tell?
Jeff Bailey has been the marketing manager at Seabreeze Park in Rochester, New York, for many years. Promoting family fun is how he makes his living, and at the end of the day, that’s a very good thing to do.
PARK WORLD Handbook & Buyers Guide 2018
33
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