Schulman Theatres — case study
Schulman Theaters has been providing communities with family entertainment since 1926. A family owned operation, the company focuses on community initiatives and a variety of entertainment options including bowling, arcades, event spaces, and of course, movie screenings. As a growing Texas business, Schulman needed our assistance in providing web, social, graphic, and print marketing across a variety of platforms and areas within their company.
Bluebird works with Schulman Theatres as a fractional marketing team, giving a multi-location Texas operator the range of an in-house department without the overhead of building one. Our scope spans graphic design, paid media, content, website, and social, all coordinated so the brand feels consistent from the box office to the phone screen.
For a family entertainment company that has been part of Texas communities since 1926, the work is about honoring a legacy while keeping the marketing current across every location and every channel.
The Challenge
Like many of our clients, we operate as a fractional marketing team for Schulman Theaters. Over the course of our partnership with the company, we had the opportunity to redesign their website, create in-store signage, assist the event team in creating sales brochures, revamp menus across several locations, launch a new location, elevate their social media presence, execute email series, and more.
Serving a business with locations spread across Texas meant building marketing that flexed to each community while holding the brand together. Our graphic design, paid media, content, website, and social work gave home office a single partner to lean on, and gave each theatre the materials it needed to promote showtimes, food and beverage, private events, and new location launches. Operating as an embedded fractional team let us move quickly on whatever the calendar called for, from a menu refresh to a full site redesign.
Because the work ranged from a single menu to an entire website, the fractional model kept Schulman covered on every front. Our graphic design, paid media, content, website, and social support meant the company could take on new locations and new campaigns across Texas without stretching a lean internal team past its limits.
Goal: Sell More Food & Beverage
Through food photography, updated menu descriptions and a formal menu design, the brand
The Menu and The Website
At some of their locations, dine-in options were offered. Using highly engaging food photos and an organized approach to their menu, we were able to restructure the brand's menus across locations to ensure that food was not an oversight by customers visiting each location. In March of 2020, Schulman Theatres shut down due to COVID regulations. During this time, we redesigned the brand's website in preparation for re-opening with the user in mind. Post-redesign, the website saw decreases in bounce rate, higher pages per session and more movie tickets sold.
The Results
Today, Schulman Theaters boasts 6 locations across the state with a booming Marketing team. Not only did we assist in hiring key location specific Marketing Managers to handle the day to day, but we impacted home office strategy to ensure these location's had the marketing support and tools they needed to drive revenue for their location.
The fractional model gave Schulman Theatres marketing muscle that scaled with the company. As locations grew across Texas, our team helped stand up the people, processes, and creative each theatre relied on, from graphic design and paid media to content, website, and social. The through line is a family entertainment brand that still feels local at every location while drawing on a marketing engine built to support the whole company.
As a family entertainment brand serving Texas communities since 1926, Schulman needed marketing that respected its history and still moved at the pace of a modern operator. The fractional partnership delivered both, pairing seasoned strategy with hands-on graphic design, paid media, content, website, and social execution at every location.