Project Results
- New, Consistent Branding Across Parks
- Increased Social Following and Engagement
- Increased Number of Bookings Across all Parks
- Increased Organic Traffic
- Increased Paid Traffic
- Increased Email Referrals
- Funnels Developed with Remarketing Campaigns
Details
This was an in-house role. I was initially brought on board to run the paid Google campaigns, but this quickly developed into a marketing manager role. My goal was to strategise and work closely with the marketing executive to increase the revenue and profits for all escape rooms.
The escape rooms were in different parts of the UK, some under the Escape Reality brand, some under the Break Free brand, some under the Clue HQ brand, and some under the Game Over brand. I worked in this business for around 5 years, and by the 4th year, most of the sites were under the same brand, Break Free, which the director owned. Rebranding his other sites from franchises to Break Free was a plan we executed that saved the company 10s of thousands in monthly royalties.
The locations of the escape rooms were Preston, Liverpool, Stoke, Barrow-in-Furness, Leicester, Derby and Leeds. Preston, Stoke, and Leeds were under Escape Reality; Liverpool and Derby were under Game Over; Leicester and Barrow were under Clue HQ. By the time I moved on, Preston, Stoke, Barrow, Leeds, and Leicester were all operating under the brand Break Free Escape Rooms.
Re-Brand
The rebrand was to firstly develop a website and integrate multiple booking systems and POS systems so each of the sites could operate a shop front till system, which integrated with the website bookings to ensure nothing was double booked. Each of the branch managers had different opinions on what booking systems should be used, which made the build more complicated. We had separate landing pages for each site, which had been optimised to rank well on Google.
We used Checkfront and Book My Activity for the booking systems as these platforms worked in sync with online sales and POS systems. We had to redesign room images, social graphics, email templates, ad campaigns, videos, in-branch materials, print materials, and everything that had a trace of the previous franchise.
The rooms were redone and branches decorated (not by me, just giving context), it was a large project, but after about 6 months, 5 of the branches were now operating as Break Free, which saved the company 10s of thousands in royalty payments per month.
Website Creation
We created the Break Free website, with area-optimised landing pages for each of the sites. These were connected to booking systems so that customers could book tickets online. The logo was outsourced to an agency and we built the website in-house, matching fonts and colours as required.
https://escapebreakfree.co.uk/
Social Graphics
Hundreds and hundreds of social graphics were created in the new branding. I have put a few of them below:
Room Images
Each room had its own image on the website, which shows the difficulty rating, number of players, etc. The room images created for Break Free can be seen below:
