Marketing Case Study: Media and Entertainment
Client Background
The Haunt in Atascadero, a premier haunted house attraction in the heart of California's Central Coast, has been thrilling visitors with its immersive, interactive horror experiences since 2014. Originating from a young man's passion for creating unique scare experiences, The Haunt has grown into a highly anticipated yearly event with upwards of 30,000 visitors annually (only open one month per year).
Situation Analysis
Despite its popularity and a dedicated following, The Haunt sought to expand its reach and increase visitor numbers, particularly targeting demographics outside the local region. The challenge was to craft a digital marketing strategy highlighting the unique, immersive experiences The Haunt offered while appealing to a broader audience, including those outside the immediate geographic area.
Strategic Approach
Website Optimization: Revamped thehauntinatascadero.com to enhance user experience with easy navigation, vivid imagery, and clear calls to action. The site emphasized the haunt's unique selling points, such as the "fully-immersive, interactive theater experience" and a variety of scare levels catering to different age groups and scare tolerances.
Content Marketing: Developed a content strategy focused on storytelling, leveraging the rich narratives behind each year's theme. This approach included blog posts, behind-the-scenes looks, and testimonials to engage potential visitors and create buzz around the event.
Social Media Engagement: Amplified presence on platforms like Instagram and Facebook to engage with the community, share sneak peeks, and run contests encouraging user-generated content. This strategy boosted online engagement and fostered a sense of community among past and potential visitors.
Email Campaigns: Implemented targeted email campaigns to inform subscribers about event dates, special offers, and exclusive behind-the-scenes content. This direct line of communication helped maintain interest and anticipation throughout the year, not just during the haunt season.
Influencer Partnerships: Partnered with influencers and bloggers within the horror and entertainment niche to reach new audiences. These partnerships included hosted visits for influencers to experience the haunt firsthand and share their experiences with their followers.
Achievement
The comprehensive digital marketing strategy significantly increased online engagement, with noticeable spikes in website traffic, social media interactions, and advance ticket sales. The Haunt in Atascadero successfully broadened its reach, attracting visitors from across California and beyond. The personalized, scare-focused experiences and robust online engagement solidified The Haunt's reputation as a must-visit Halloween attraction on the Central Coast.
150% Increase in Social Media Engagement
2.3x increase in ticket sales year-over-year
260% Increase in Website Traffic
43% Open Rate on Email Marketing Campaigns
International Media Exposure
Conclusion
The Haunt in Atascadero's digital marketing transformation illustrates the power of a cohesive, content-driven strategy in amplifying the reach and appeal of niche entertainment experiences. By leveraging the unique aspects of their offering and engaging with audiences through various digital channels, The Haunt has set a benchmark for immersive entertainment marketing in the digital age.
“Years ago I used Stephanie to help develop our website and she did an incredible job. When we needed help this October we contracted her services again through Kaizen and were once again floored by the amazing job she did. The website looked beautiful. Every time we wanted a little change she got right on it and we couldn't be happier. Then she helped us with our digital marketing campaign. After seeing what she was able to do we are never going back to traditional marketing. We can't wait till next October when we get to work with her again.”
— Christopher T., Business Owner
