Similar to the atmosphere at Kennywood, some projects at CommuniTech are like riding roller coasters: they’re fun and exhilarating!

This was the case when CommuniTech was selected to develop an integrated marketing campaign for Kennywood Entertainment’s group sales, which targets corporate and organizational group outings of all types and sizes. The goal was to promote Kennywood’s picnic capabilities for each of its four parks: Kennywood, Idlewild & SoakZone, Sandcastle, and Riverplex.

First on CommuniTech’s agenda was the recommendation to brand each of Kennywood’s four parks under one “umbrella” using color-coded balls to represent each of the parks. The result was a new Kennywood Entertainment brand with the tagline, “We’ll do the work. You’ll have a ball!”

“Since nearly everyone in the Pittsburgh area is familiar with Kennywood, our challenge was getting them familiar with the parks as part of a group,” said CommuniTech president Pam Selker Rak. “Our focus became how to unify and consolidate into one brand.”

With the branding complete, CommuniTech developed an integrated marketing campaign, complete with direct marketing, Web marketing, and a fulfillment strategy.

The direct marketing component of the plan was comprised of a direct mailer that was sent to Kennywood’s database. The mailer is designed as a cost-effective, self-mailer emphasizing the new brand identity. The call to action drives recipients to a newly designed Kennywood Entertainment site(kennywoodentertainment.com), where visitors can acquire more information about each of the four parks and register to receive a comprehensive Event Planner Kit.

The online registration form is quick and easy, and requires visitors to leave their contact information (including opting-in to receive future e-Marketing correspondence) so Kennywood’s group sales representatives can follow-up, schedule meetings, and close the sales process. In addition, the online registration function was also being used to track the effectiveness of the direct mail campaign.

The Event Planner Kit is attractively packaged as a pocket folder that contains a customized letter for each person who requested it (on new letterhead that was developed as part of the new brand). The Kit also contains a brochure that highlights all four properties and offers detailed information on each facility, including park values, catered menu selections, pricing, convenience, locations and attractive settings, and services offered at the picnic events.

Once the Kits are mailed to those who requested them, Kennywood Entertainment’s group sales representatives, once again, followed up to schedule meetings and close the sale process.

“CommuniTech is very pleased to work with Kennywood’s group sales and marketing personnel,” Rak said. “It was gratifying to see everything come together as a unified campaign.”

Whether your company has an event to plan, a Website to design, or a new identity to brand, CommuniTech can help. Remember that effective marketing is part of the overall project, and with good marketing efforts comes good sales results.

For more information on integrated marketing campaigns or to find out how your project can achieve the best results, call CommuniTech at 412.221.4550, or visit us online at mktgcommunications.com.