[ MARKETING PLAN ]

Your 12-month escape room marketing plan. Month by month.

The plan structure we use for new escape room clients from day one.

[ WHY A PLAN ]

Marketing without a plan is just spending money

The escape room owners who grow consistently have a plan. They know what they are doing in October (Halloween campaign). In September (corporate outreach). In February (Valentine\'s package). They are never scrambling.

The ones who struggle try things randomly. Boost a post this week. Try Google Ads next month. Run a discount when bookings drop. It feels like action but it is not strategy.

This is the 12-month plan structure we give every new client. Adapt it to your budget and venue size. The phases are the same whether you are spending $1,500/month or $10,000/month.

[ THE PLAN ]

Month-by-month marketing plan template

Month 1

Foundation

  • Install Google Analytics 4 and Google Ads conversion tracking
  • Set up Meta Pixel with Conversions API
  • Audit existing campaigns and kill wasted spend
  • Optimize Google Business Profile (photos, booking link, categories)
  • Build out first Google Ads campaign with proper structure
  • Set baseline KPIs: cost per booking, current monthly bookings, ROAS
Months 2-3

Launch and Learn

  • Launch Meta Ads campaigns (awareness + retargeting)
  • Build corporate landing page and run LinkedIn/Google Ads to it
  • A/B test 2-3 ad copy variations per campaign
  • Start weekly performance reviews
  • Begin collecting email addresses with booking platform export
  • Send first email campaign to past customers
Months 4-6

Optimize and Scale

  • Scale campaigns that are hitting target CPA
  • Pause or restructure campaigns missing targets
  • Add Microsoft Bing Ads for additional corporate reach
  • Build SEO foundation: room pages, Google Business Posts, citations
  • Launch seasonal campaigns 6 weeks before peak periods
  • Set up automated email sequences for post-visit and birthday offers
Months 7-12

Compound and Retain

  • SEO starts delivering organic bookings (3-6 month lag from setup)
  • Expand content: blog targeting "things to do in [city]"
  • Corporate client outreach program at full speed
  • Review and adjust annual budget allocation based on channel data
  • Plan next-year seasonal calendar with campaigns ready 8 weeks out
  • Build loyalty program or repeat customer offer system

[ BUDGET ALLOCATION ]

How to split your marketing budget

40%

Google Ads (spend)

Primary acquisition channel

25%

Meta Ads (spend)

Awareness and groups

20%

Agency/Management fees

PPC, SEO, strategy

8%

Tools and software

Email, CRM, analytics

7%

Creative and content

Photography, video, copy

Adjust percentages based on your growth stage. New venues might allocate more to Google Ads (50-60%) initially. Mature venues invest more in retention and SEO. See our pricing page for how we fit into your budget.

[ READY TO START? ]

Want us to build and execute this plan for you?

Book a free audit. We will customize this framework to your venue, budget, and market within 48 hours.

Free audit. No credit card. Results in 7 days.