Once the logo and branding were established, Watson was able to implement the brand across print, digital, and environmental design. Every customer touchpoint mattered, from print and digital properties to interior design. Watson ensured that guests’ experience at KingPins would be engaging and each interaction in their environment would be cohesive with the brand. Watson’s branding strategy was integral to a cohesive customer journey at KingPins.
In preparation of the grand opening of KingPins Beaverton, Watson designed and built a new website to elevate the brand and expand on Eat·Roll·Play. Our digital marketing development team worked behind the scenes to help retain the longstanding Search Engine Optimization (SEO) that had been established from the Sunset Lanes website. They applied several strategies to ensure KingPins ranked high in search engines, including:
- Redirecting Sunset Lanes URLs to KingPins’ website
- Implementing strategic meta descriptions, titles, subheadings, and image file names/tags
- Creating new codebase
- Local citations campaign
- Auditing existing content
Watson updated all of KingPins’ social media platforms with Eat·Roll·Play campaign graphics, and used social media posts to tease out the amenities of KingPins Beaverton. Posts to the Sunset Lanes community ensured the new facility would be under the same management and would remain a cornerstone of the community. Watson crafted emails and social media content counting down the grand opening, keeping KingPins Beaverton top-of-mind to subscribers. Emails and social media posts linked to the campaign webpage where viewers could see historical photos of Sunset Lanes, read about the new amenities of KingPins Beaverton, and see progress on the new facility. Keeping this page regularly updated gave the KingPins audience new content and helped increase awareness and excitement over the grand opening of KingPins Beaverton.
Adrenaline was high on the big day. The KingPins team had prepared for their grand opening for months. Watson secured press coverage of the event with two TV news stations, including KPTV Fox 12’s Good Day Oregon and KGW. Additionally, the Beaverton Valley Times wrote a feature on the KingPins grand opening. Their readership averages 8,000 people, and is targeted to KingPins’ core audience in Beaverton. KPTV was the highest rated and most watched news station in Portland’s 2016-2017 season, with Good Day Oregon topping the charts in the 18-49 age bracket. KPTV aired three live TV segments that highlighted KingPins’ amenities: bowling, the arcade’s virtual reality games, and menu items from the TapHouse Bar & Grill. The story was shared on KPTV’s Facebook page to over 600,000 followers.
KGW entertainment reporter, McKinzie Roth covered KingPins’ VIP ribbon cutting party on their afternoon news segment. KGW aired the event on live TV, including an interview with Tom and the first roll down the TapHouse Lanes by a child from Children’s Cancer Association. The Watson team also covered the grand opening with stylized photo and video coverage, which were utilized on KingPins’ social media platforms.