cinepolis case study - enrique partida

CASE STUDY

Company Overview

My Role & Responsibilities

Case Study

With over 3,200 screens in 200 cities around the world and 25k employees, Cinépolis is the 4th largest movie theater chain in the world. The Cinépolis Luxury Cinema concept was conceived in 1999 and brought to the US Market during the summer of 2011, o�ering guests in Southern California perks such as reserved seating, premium leather recliners, full bar service, in-theater dining, exclusive amenities and exceptional customer service. As of today, Cinépolis Luxury Cinemas operates 10+ locations across the US, some of which are top national performers.

Cinépolis Luxury Cinemas continues to revolutionize the movie theater industry worldwide and redefine the concept of "Dinner and a movie" from the inside out.

I was in charge of all Marketing and Food & Beverage activities for Cinépolis, including: research, planning, strategy, budgets, vendor relations, training, project execution & evaluation, analysis and constant optimizations. Managing all day-to-day operations with the help of a small in-house team of 3 direct reports. All digital services (Web & Apps) were outsourced to an international award winning agency, while design and social media were handled by 2 local boutique firms.

Before I came on board, marketing activities were being performed by the operations team based on a generic plan provided by the Mexico-based Marketing sta�. After performing a detailed analysis of industry/market research and customer insights, my team and I concluded that a complete rebranding strategy could successfully tropicalize and position the Cinépolis Luxury Cinema brand in the US market. This plan was approved by the CEO and put to action starting 2012. Everything was changed: Logo, website, food & bar menus, creative assets, media strategy and all internal communications. Everything was created from scratch, including mobile apps, a brand persona and a catchy slogan.

By the end of 2013 online ticket sales increased by 220%, Social Media fan base by 230% and ROI on digital media by 80%. All marketing activities were streamlined to ensure brand integrity across all communications and media channels.

responsive designstatic design

previous newRebranding: Website & Social Media Channels

Case Study

CINÉPOLIS LUXURY CINEMAS

CINEPOLISUSA.COM

FULL ALCOHOL BAR

LOBBY & BAR AREASPOWERED LEATHER RECLINER SEATS

WAITER CALL BUTTONS

GOURMET FOOD RESERVE SEATS ONLINE

Y O U R T I C K E T T O T H E U L T I M A T E M O V I E E X P E R I E N C E

OCEAN RANCH32401 GOLDEN LANTERNLAGUNA NIGUEL 92677

949/487/1900

CONTACT US AT CORPORATE FOR YOUR GROUP EVENTS AND PRIVATE PARTY REQUESTS:

[email protected]/200/3781

LUXURY VENUE

OCEAN RANCH AT LAGUNA NIGUELNOW OPEN

BRING THIS COUPON TO OUR LA COSTA

LOCATION AND GET A SMALL POPCORN WHEN YOU BUY A

MEDIUM SODA.GETAWAYSANDIEGO

POPCORNF R E E S M A L L

DEL MAR12905 EL CAMINO REAL

SAN DIEGO 92130858/794/4045

WESTLAKE VILLAGE180 PROMENADE WAY

WESTLAKE VILLAGE 91362

COMING AUGUST 2012

LA COSTA6941 EL CAMINO REAL

CARLSBAD 92009760/603/8638

SCAN AND CHECK OUT OUR SHOWTIMES.

Previous design was too cluttered, dark and confusing.

I worked on cleaning the layout and focused on

improving the messaging so we could communicate our

value propositions in the clearest way possible.CINÉPOLIS LUXURY CINEMAS

WESTLAKE VILLAGE180 PROMENADE WAY

WESTLAKE VILLAGE CA 91362

Y O U R T I C K E T T O T H E U L T I M A T E M O V I E E X P E R I E N C E .

CINEPOLISUSA.COM

FULL SERVICE BAR

WAITER CALL BUTTONSIN SEAT DINING & BEVERAGESRESERVE SEATS ONLINE LOBBY & BAR AREAS

GOURMET FOODPOWERED LEATHER RECLINER SEATS

PRIVATE EVENTS & [email protected]

858/200/3781

WESTLAKE VILLAGE AT THE PROMENADE OPENS AUGUST 2012

CINÉPOLIS LUXURY CINEMAS

CINEPOLISUSA.COM

POWERED LEATHER RECLINER SEATS • WAITER CALL BUTTONS AT-YOUR-SEAT SERVICE • GOURMET FOOD • FULL SERVICE BAR

LOBBY & BAR AREAS • RESERVE SEATS ONLINE

LA COSTA AND OCEAN RANCH AT LAGUNA NIGUEL NOW OPENY O U R T I C K E T T O T H E U L T I M A T E M O V I E E X P E R I E N C E

OCEAN RANCH32401 GOLDEN LANTERNLAGUNA NIGUEL 92677

949/487/1900

DEL MAR12905 EL CAMINO REAL

SAN DIEGO 92130858/794/4045

LA COSTA6941 EL CAMINO REAL

CARLSBAD 92009760/603/8638

PRIVATE EVENTS & PARTIES:[email protected]

858/200/3781

previous newRebranding: Ads & Creative Assets

Case Study

previous newRebranding: Corporate & Internal Communications

Case Study

NEVER SIT COACH AGAIN.Experience Cinépolis, a first-class movie destination.

businesscards

giftcards

emailsignatures

O� center

Old Logo Updated Logo

Centered

use of metallic texture complicated applications and increased printing costs considerably.

No bounding box, single color facilitates applications and reduces printing costs

LUXURY CARDCONCIERGE CARD

Black dress shoes—must be polishable. Clean and in good repair, presenting a professional appearance. Non-slip soles, no tennis shoes.

Black socks—long length (over calf).

Black dress pants—no dickies, no yoga pants.

Black belt—if pants have belt loops a belt must be worn.

Black oxford style, long sleeve shirt—must be tucked in, shirts must fit at the sleeves. Sleeves are to be rolled down at all times.

Black undershirt—if you choose to wear an undershirt, it must be black.

No visible tatoos.

Facial piercings—must be clear or fleshtone in color.

Earrings—are limited to one per ear and must be studs.

Nails must be kept clean and well groomed. If they are long, they can be painted with a neutral of soft color and must not show any signs of chipping (painted are for females only).

All cast members must be well groomed— bathed, teeth brushed, and deoderant used. No heavy perfume or cologne used.

Hair must be one color and natural. If longer than shoulder length, must be pulled back and/or into a bun (for longer hair).

Any facial hair must be kept well groomed. No in-between phase. If planning on growing a beard or facial hair it must be fully grown and groomed prior to working.

Any smokers must be able to cover up the smell from the smoke after taking a smoke break. It must not be an overpowering smell of perfume or cologne.

Gum is not allowed at any time. Small breath mints that can be used and finished quickly will be allowed.

Nametags—placed on right side of uniform and worn appropriately at all times. No decorations.

Always carry—pens, notepads, and flashlight.

Wristwatches are required.No cellphones or mp3 players. Cell phones are not permitted anywhere in the cinema at any time. Anyone seen with a cell phone will be subject to progressive discipline.

No cellphones or mp3 players. Cell phones are not permitted anywhere in the cinema at any time. Anyone seen with a cell phone will be subject to progressive discipline.

Manners.

For us to maintain an ELITE level of guest service, every Cast Member has the responsibility to contribute to the culture and reputation of the

company in the way they present themselves. A professional appearance is essential to a favorable impression with our guests.

DRESS CODE GUIDELINES:

DRESS CODEREQUIREMENTS

Wristwatch

Pens & Paper

Flashlight

Single studearring

DRESS CODE IS PART OF OUR BASIC SERVICE OPERATING STANDARDS

www.CinepolisUSA.com


iOS and AndroidApp Development

Case Study

Digital -Display ads (Retargeting) -Website takeovers -Eblasts & eNewsletters -Geo & Behavioral targeting (Category, abandoned cart) -Social media ads (FB, Tw, Yelp)Print -Major newspapers -Community newspapers -Lifestyle magazines -Community magazines -Geo targeted insertsOOH -Billboards -Mobile billboards -Bus Shelters -Bus wrapsDirect Mail -Geo/Demo targeted high-end mailersPR -Local events -Sponsorships -Fundraisers & donations

Digital -Adwords -Social media ads (Yelp & FourSquare)

Print -Community newspapers -Concierge magazines (Hotel Rooms)

Direct Mail -Discount/Coupon mailer

PR -Local events

previous newMedia Strategy Overhaul

Case Study

TV Segment: Cinépolis won San Diego Tribune’s “Best Movie Theater of 2013” awardWorksamples

Case Study

All video work samples can be found at: www.youtube.com/EnriquePartida

Cinépolis was featured in Food Network’s Star TV Show (Location & Weekly Theme)Worksamples


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TV & Online Video Ads: Testimonials from real Cinépolis GuestsWorksamples


Case Study

Say hello to mylittle friends

Check show times and reserve your seats at:

w w w. C i n e p o l i s U S A . c o m

Because the only thing better than having a cold beer in your hand, is having a 50 foot movie screen in front of it.

Great movies & Premium drafts, only at Cinépolis.

Digital Graphic AssetsUnion Tribune SD

OC RegisterLA Times

35

THURSDAY

•NOVEMBER

7,2013

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GO

|Night+Day

In-Theater Dining | Gourmet MenuFull Bar | Lobby & Lounge

Reserved Seating | Reclining Leather Seats

Check show times and reserve your seats at:

The Ultimate Burger,at the Ultimate Cinema!

www.C i n epo l i sUSA . c om

Dinner and a movie done right.Only at Cinépolis!

La Costa - 760.827.67006941 El Camino Real

Del Mar - 858.794.404512905 El Camino Real

‘PUBLIC’OFFERINGSWELCOMINGWORD IS POPPING UPIN MANY RESTAURANT NAMES

MICHELE PARENTE • U-T

What’s in a name?If you’re a restaurant

trying to define yourbrand, your name can

say it all, like George’s CaliforniaModern (icon + fresh approach)or Burger Lounge (core menuitem + fun vibe).Sometimes, an eatery’s moni-

ker can distract, see:Whisknladle(name of underground supperclub in NYC + impossible spell-ing) or Searsucker (fabric, re-ally? + cloying play on word).So why the current

popularity of “Public” in aname? Perhaps because itimmediately sets the tone(welcoming + neighbor-hood-y) and spirit (low-key +honest food).OB/Point Loma gastropub

Sessions Public startedthe trend back in 2010.With its dedication toduck — duck frites, duckonion soup, duck confit salad— and craft-brewed bewitchery, itwas an instant hit. Sessions = hip food+ even hipper sips.In 2013, QueenstownPublic House,

Fish Public andWaypoint Publichave all opened (in Little Italy, Kensing-ton and North Park, respectively). TheNew Zealand-inspired QueenstownPublic House is literally in a house, o�the gnocchi and meatball main dragthat is India Street. Queenstown =funky aesthetic + eclectic menu.Fish Public is Tracy Borkum’s

delicious reimagination of that neigh-borhood classic, Kensington Grill.Fish = beachy comfort + surefirecooking, service.On Oct. 21, Waypoint Public opened

its “casual bistro and bar” doors inthe old Linkery space in North Park.Those are some big indie shoes to fill.Waypoint = big-name chef (AmandaBaumgarten) + beer nirvana (Bottlec-raft pedigree).

Amanda Baumgarten is the executivechef atWaypoint Public, which recentlyopened in North Park.

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RESERVE YOUR SEATS AND CHECK SHOWTIMES AT:


ALL DAYMATINEE

TUESDAYSFor a limited time, enjoy all day Matinee pricing

on Tuesdays at Cinépolis Luxury Cinemas!

Reserved seatingIn-theater dining

Reclining leather seatsFull bar

Gourmet menuLobby & Lounge

Other creative assets and advertisementsWorksamples

Case Study

Menu Reviews & Locale Magazine InterviewWorksamples

Case Study

Results & AchievementsWorksamples

Online Sales

-In a 6 week period, online sales rose from being only 20% of total sales, to 72%

-This funneled almost $200k in revenue from Online Purchase Fees alone.

-The App quickly removed shares from Box O�ce sales, also bringing revenue from online purchase fees.

New Website Launch App Launch

App SalesBox O�ce Sales

TICKET SALES PER CHANNEL

iOS Dowloads

Display Ads Video AdsGeo & Behavioral Ads Social Media Ads

Android Downloads

APP LAUNCH & DOWNLOADS

DIGITAL MEDIA PERFORMANCE

FACEBOOK FANBASE & REACH

Facebook Fans Facebook Reach

-5k downloads by it’s 4th week (iOS)-10k downloads by the 6th week (iOS)-100k downloads by the end of the year (iOS)

-Display, Geo targeted and Behavior targeted ads increased by double digits

-Video Ads saw a steady increase

-Retargeting strategies helped track abandoned carts, social media fans and category search prospects.

-Initial Facebook fanbase: 3.5k-Final Facebook fanbase: 25k

Case Study

Enrique PartidaB r a n d & M a r k e t i n g M a n a g e m e n t | D i g i t a l S t r a t e g y | C r e a t i v e S e r v i c e s

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t w i t t e r . c o m / H e n r y P i s t o l a s

cinepolis case study - enrique partida

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