Jellystone Park
The context
The core issue was disconnection. Franchisees were working independently, with no standardized digital guidelines or playbook. This led to overlapping campaigns, duplicated spend, and in some cases, parks competing against each other for the same customers. As a result, brand messaging became diluted, and the customer journey from the main brand site to individual park pages was confusing and inconsistent.
Another hurdle was measurement. Because bookings were completed at the franchise level, the parent brand had limited visibility into the full conversion funnel. Without centralized data, it was difficult to optimize campaigns or prove ROI. The lack of integration between brand and franchise created inefficiencies, wasted opportunities, and a fractured customer experience that weakened trust in the overall Jellystone Park brand.
The discovery phase revealed a major gap between the parent brand and franchise parks. Customers experienced inconsistent messaging, uneven promotions, and even competing ads from different franchisees. This overlap not only wasted media spend but also created confusion for families deciding which park to visit. A unified brand approach was missing, and the lack of clear digital guidelines weakened customer confidence.
We also uncovered that tracking systems were fragmented, limiting visibility beyond first clicks. While the “Book Now” actions were in place, franchise conversions couldn’t be measured against brand-level activity. This blind spot meant decisions were often guesswork rather than data-backed. Insights here made it clear that Jellystone needed a co-op model with shared creative, standardized reporting, and coordinated digital activation.
We developed a digital co-op program designed to bring the brand and its franchisees under one coordinated system. The goal was to give each park the ability to benefit from a larger, national-level effort while still showcasing its local uniqueness. By pooling resources and aligning tactics, the program created a rising tide that lifted every franchise location.
Key components included:
Organic social media support. We built calendars, toolkits, and creative assets for franchisees, ensuring consistent brand voice while enabling each park to highlight its own attractions and community events. This approach increased engagement and reinforced the sense of belonging for families considering a visit.
Book Now focus. All campaigns drove traffic toward “Book Now” options on individual park pages. Even with tracking limitations, this step was critical in converting awareness into direct action and gave franchisees tangible results from the program.
Multi-channel marketing. We ran an integrated mix of paid social, SEM, and programmatic campaigns. By centralizing creative and messaging, we reduced overlap, maintained frequency efficiency, and delivered a clear, cohesive story across touchpoints. Each channel supported the others, creating a more dynamic and cost-effective campaign.
The unified program transformed Jellystone Park’s performance. Reservations increased by 135%, proof that coordinated marketing could directly influence local business outcomes. At the same time, brand awareness doubled, giving Jellystone Park stronger visibility nationwide and making it more competitive against other family leisure options.
Customer experience also improved significantly. With consistent messaging, smoother booking paths, and better alignment between brand and franchise pages, CX scores rose by 60%. Franchisees reported stronger engagement, fewer conflicts in overlapping campaigns, and a clearer sense of value from their marketing spend. The parent brand, meanwhile, regained control over its positioning and could confidently demonstrate ROI to stakeholders.
2× brand awareness across national markets
Unified co-op system reduced overlap and media waste
