Ryan’s Family Amusement

“Amp Up the Fun” Gift Card Sale

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OVERVIEW

A legacy Cape Cod brand in business for more than six decades, Ryan Family Amusements is a locally owned, family-entertainment business with 13 New England locations offering bowling, arcades, laser tag, axe throwing, dining, and event services. Pierce-Coté / Regan Communications has been a partner of Ryan’s since 2017, providing integrated marketing services including grand opening events, environmental branding and merchandising, public relations, crisis management, digital media, app and website development, content development, SEM, social media, and event planning.

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CHALLENGE

Pierce-Coté / Regan Communications was asked to help drive incremental online gift-card sales during a one-day, biannual promotion while expanding reach into two new markets, maintaining core customer retention, and delivering a unified, on-brand experience across digital and on-site touchpoints.

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STRATEGY AND EXECUTION

  • Promotional positioning: Pierce-Coté / Regan Communications developed a promotional branded offer called “Amp Up the Fun” to communicate value and family-friendly excitement—the offer was a $50 gift card plus $50 bonus play—targeted to a primary audience of adults 30–50 (families with children 5–12) with a  secondary audience of grandparents.
  • Digital commerce: Managed website product setup and landing-page development to support the limited-time purchase flow and mobile conversions.
  • Integrated media: Executed a three-week digital and social media burst leading up to the sale event, leveraging targeted paid social, email/SMS newsletter blasts, and SEM to drive traffic and conversions.
  • On-site activation: Coordinated merchandising at locations to reinforce the promotion and support redemption of bonus play.
  • Measurement & ops: Tracked real-time sales performance, optimized media pacing, and ensured inventory and POS readiness across all locations.
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RESULTS

  • Because of the campaign, Ryan’s successfully increased online gift-card sales during the promotion window while supporting market expansion into two new locations.
  • The promotion resulted in significantly heightened awareness, guest visits and in-market engagement through targeted digital tactics and coordinated in-venue merchandising.
  • The “Amp Up the Fun” strategy and execution strengthened Ryan’s promotional infrastructure—website, email/SMS cadence, and on-site merchandising—and outlines the strategic plan for future limited-time offers.

Creative

May 2026  ·  Gift card sale

A one-day, twice-yearly gift card promotion — $50 card plus $50 bonus play — supported by a three-week digital burst and in-venue merchandising across 13 New England locations. Alongside the promotion sits the ongoing brand work: menus, signage, rate cards, and an evergreen birthday-party funnel.

Email — announcement and reminder sequence

A five-beat cadence built to create urgency around a single-day sale: tease, launch, day-of, and a closing call. Each beat reuses the same purple and lime system so the sequence reads as one campaign in a crowded inbox.

  • Ryan Family Amusements email graphic reading It's Coming, gift card sale, get $50 in bonus play free.
    Beat 1 — It’s coming Tease. No date pressure yet, just the offer shape: $50 card, $50 bonus play.
  • Email graphic reading Online Gift Card Sale Starts Tomorrow, Amp Up the Fun, one day sale May 24.
    Beat 2 — Starts tomorrow Date lands. Arcade mascot photography carries the family-fun tone.
  • Email graphic reading One Day Sale, Get $50 in bonus play free when you buy a $50 gift card.
    Beat 3 — One day sale Offer-forward execution. “GET $50” set as large as the frame allows.
  • Email graphic reading Today Only, Online Gift Card Sale, Now On Sale, with children playing laser tag.
    Beat 4 — Today only Day-of send. “Now on sale” badge does the work of a button.
  • Email graphic reading Last Chance, Online Gift Card Sale Ends Tonight, with a Ryan's gift card.
    Beat 5 — Last chance Closing send. The product itself becomes the hero image.
  • Full-length view of the Ryan Family Amusements promotional email template.
    Full email build Complete responsive template — header offer, body copy, location list, and footer.

In-venue monitor graphics

Landscape cuts for screens above the lanes and at the counter, timed to the same three-beat rhythm as the email sequence so a guest in the building saw the identical message.

  • Monitor graphic reading Amp Up the Fun, Sunday May 24, one day online only gift card sale.
    Amp Up the Fun Brand-and-offer frame. Gift card art angled into the lime headline.
  • Monitor graphic reading One Day Sunday May 24 Online Gift Card Sale over an arcade photo.
    One day only Photography-led frame using in-venue arcade imagery.
  • Monitor graphic reading Amp Up the Fun, Online Gift Card Sale Today.
    Today Day-of frame with the badge reduced to a single word.

Digital advertising, poster & trade show

Paid social and out-of-venue support. The poster and banner had to work at two very different reading distances, so the banner drops body copy entirely and leans on repeated photography.

  • Square digital ad reading One Day Online Only Gift Card Sale, Sunday May 24.
    Paid social unit Square cut for feed placement. Date circle sized for mobile.
  • Poster reading Get $50 in bonus play free, Amp Up the Fun, Online Gift Card Sale.
    In-venue poster Portrait format with the full offer terms set beneath the headline.
  • Tall trade show banner with a mosaic of arcade and bowling photography and the Ryan's logo.
    Trade show banner Tall retractable banner — photo mosaic and a single line: “Come in and find out what all the FUN is about.”

Menu design — Hanover location

Adult and kids menus for the Hanover venue. Food photography drops out to white so the same plates can be lifted into digital and monitor use without a reshoot.

  • Menu page showing shareables, pizza, flatbreads, salads and soups with circular food photography.
    Adults — shareables, pizza, flatbreads, salads Four-zone grid. Circular photo crops keep a dense page from reading as a list.
  • Menu page showing signature burgers, sandwiches, wraps, entrees and sides.
    Adults — burgers, sandwiches, entrées Signature burgers get the largest photo allocation on the page.
  • Kids menu with a bowling pin character, food and fun deal callout, and allergen note.
    Kids menu Bowling-pin mascot and a $10.99 food-plus-arcade-credits bundle.
  • Dessert menu featuring chocolate lava cake, mud pie, funnel fries and the Ten Pin Split.
    Desserts Bowling vocabulary carried into the naming — “The Ten Pin Split.”

Environmental & in-venue print

Signage and table-level collateral. These pieces do the quiet work of the brand: they run continuously rather than in a burst, so they carry the offers with the longest shelf life.

  • Sign reading Airpark, Jump On In at Ryan's South Yarmouth, showing a child jumping.
    Airpark sign — South Yarmouth Attraction signage. A single mid-air kid against the trampoline green.
  • Dream Big rack card front and back showing the custom prize program and redemption instructions.
    Dream Big — prize program Custom prize-program branding. “Play big. Win big. Redeem big.”
  • Three-sided table tent with panels for Dream Big prizes, party bookings, and Lite Bites food.
    Three-sided table tent Three panels, three jobs: prize program, party booking, and food.
  • Rates rack card front listing bowling, axe throwing and arcade game play pricing.
    Rates rack card — front Bowling, axe throwing, and arcade game-play pricing tiers.
  • Rates rack card back listing Airpark pricing and birthday party packages.
    Rates rack card — back Airpark pricing and the tiered birthday party packages.

Digital campaign — birthday parties

An evergreen campaign running outside the gift-card window. Three creative variants across the age range, each ending on the same button so the funnel stays single-purpose.

  • Vertical digital ad reading Where the FUN Never Stops, Kids Birthday Party Packages, Book Today.
    Variant — younger guests Ball-pit photography for the 5–8 audience.
  • Vertical digital ad with children in an arcade and a Book Today button.
    Variant — arcade Laser-tag and arcade imagery for the middle of the range.
  • Vertical digital ad with two older children and a Book Today button.
    Variant — older guests Quieter frame aimed at the upper end of the age range.