Introduction

Thank you for choosing Epic Nine to help you conquer your marketing mountains in 2024. Below is a summary of our recommendations and a proposal for our services. We look forward to working with you!

Executive Summary

Country Roads Axe Co featuring West By God Coal Fired Pizza stands at a pivotal point in its business journey. After four years of operation, you’ve created a unique “eatertainment” concept that blends the rustic appeal of axe throwing with authentic coal-fired pizza – an offering that should be thriving in the tourism-rich Pigeon Forge market. Yet despite solid reviews and good website traffic, you face challenges with brand confusion, inconsistent messaging, and difficulty converting online interest into in-person visits.

Our analysis reveals that your business isn’t suffering from a product problem but rather from an identity crisis. The dual branding and unclear positioning have created confusion in the marketplace, making it difficult for potential customers to understand exactly what experience awaits them. By streamlining your brand identity, clarifying your unique value proposition, and implementing targeted marketing strategies, we believe you can increase axe throwing and alcohol sales by 20% and pizza sales by 15% within the next 12 months.

Your business sits at the intersection of entertainment and dining – a sweet spot in the Smoky Mountain tourism market – with the rare advantage of being the area’s only dedicated axe throwing venue. With a refined approach to your marketing and operations, we see tremendous potential for growth.

SWOT Analysis

Strengths

• Unique “Eatertainment” Concept: The combination of coal-fired pizza, axe throwing, and a self-serve beer wall creates a distinctive experience not found elsewhere in Pigeon Forge.
• Regional Exclusivity: One of only two coal-fired pizza restaurants in Tennessee and the only dedicated axe throwing venue in the Pigeon Forge area.
• Dual Market Appeal: Attracts both tourists seeking novel experiences and locals looking for a regular hangout.
• Family-Friendly: Appeals to families with children, couples on date nights, and groups seeking entertainment.
• Location Advantage: Easy access for locals who can avoid the busy tourist strip, while still accessible to tourists.
• Craft Beer Selection: Self-serve beer wall appeals to beer enthusiasts and pairs naturally with pizza.

Weaknesses

• Brand Confusion: Dual identities (Country Roads Axe Co and West By God Coal Fired Pizza) create market confusion.
• Inconsistent Messaging: Marketing efforts split between two concepts dilute brand effectiveness.
• Traffic Conversion Issues: Good online presence and reviews don’t translate into proportional foot traffic.
• Unclear Value Proposition: Potential customers may not understand what makes your experience unique.
• Limited Targeted Marketing: Current efforts may not effectively reach your most promising customer segments.
• Price Competition: Premium pricing compared to chain pizza restaurants may deter some customers.
• Seasonal Fluctuations: Tourism-dependent business model subject to seasonal variations.

Opportunities

• Brand Consolidation: Creating a unified identity that embraces both aspects of the business.
• Local Market Expansion: Increasing appeal to locals through loyalty programs and recurring events.
• Group Sales Development: Targeting corporate events, birthday parties, bachelor/bachelorette parties.
• Experience Packages: Creating bundled experiences that include food, drinks, and axe throwing.
• Mobile Ordering: Implementing pizza by the slice, delivery options, and third-party delivery partnerships.
• Strategic Partnerships: Collaborating with local hotels, cabins, and attractions for cross-promotion.
• Targeted Event Nights: Themed evenings to drive traffic during slower periods (league nights, date nights).
• Creative Content Marketing: Leveraging the visual appeal of both axe throwing and coal-fired pizza.

Threats

• Economic Pressures: Tourism spending may fluctuate with economic conditions.
• Pizza Market Saturation: High competition from chain restaurants and gas stations offering convenience and lower prices.
• Changing Tourism Patterns: Shifts in tourism demographics or preferences could impact business.
• Emerging Competitors: Risk of new “eatertainment” concepts entering the market.
• Rising Operational Costs: Food, labor, and rent increases could pressure margins.
• Marketing Noise: Difficulty standing out in a tourism area filled with attractions vying for attention.

Strategic Overview

Based on our analysis, we recommend a cohesive strategy built around three pillars:

1. Brand Unification: Consolidate your dual identities into a single, memorable brand that effectively communicates your unique “eat, drink, throw” value proposition.
2. Experience Enhancement: Refine your in-store experience and operations to maximize revenue per customer and encourage repeat visits.
3. Targeted Marketing: Implement segmented marketing campaigns that speak directly to your four key audience groups: tourists seeking unique experiences, local families, young couples, and larger groups.

Here’s how we’ll bring this strategy to life:

Brand Unification Strategy

The current split identity between Country Roads Axe Co and West By God Coal Fired Pizza creates unnecessary confusion. We recommend unifying under a single brand umbrella with the theme of “…it better be West by God!”

A unified brand will allow for:

• Consistent messaging across all platforms
• Greater brand recognition and recall
• Simplified social media presence
• More efficient marketing spend
• Clearer customer expectations

We recommend implementing this new brand identity across all touchpoints, from signage and menu design (removing Country Roads)  to social media profiles and promotional materials. This creates a cohesive experience from the moment a potential customer discovers you online to when they visit in person.

Experience Enhancement Strategy

To maximize revenue and encourage repeat visits, we recommend several operational refinements:

Menu Innovations:

• Add pizza by the slice options during weekday lunch hours to attract locals and tourists for a budget-friendly lunch option
• Implement “Fire & Ice” dessert pizzas/ice cream to increase check averages.  This can also serve as a giveaway in lieu of discounts (“Spend $XX and get our free Fire & Ice Dessert Pizza”)
• Develop signature cocktails with themed names (The Bullseye, The Lumberjack, etc)

Experience Enhancements:

• Add certified axe throwing instructors who can also entertain with trick shots.  This will help reduce load on servers and allow them to better serve their dine-in guests.
• Create Instagram-worthy moments throughout the venue
• Develop a rewards/loyalty program with dual pizza and axe-throwing benefits

Targeted Marketing Strategy

We recommend segmenting your marketing efforts to address four distinct audience groups:

1. Tourists Seeking Unique Experiences This group includes families and couples visiting Sevier County looking for something beyond the typical attractions.

2. Local Families Residents within a 30-mile radius looking for family-friendly dining and entertainment options.

3. Young Adults (Couples/Friends) Ages 21-35, primarily interested in the social aspects of axe throwing, beer wall, a great bar, and unique dining.

4. Large Groups & Events Bachelor/bachelorette parties, corporate outings, birthday celebrations, and other special occasions.

For each segment, we’ll develop targeted messaging and deploy it through the most effective channels. Our marketing tactics will include:

• Location-Based Advertising: Geofenced digital ads targeting tourists already in Sevier County.  For your needs there is no reason to use paid ads to target anyone outside of Sevier County.
• Social Media Content Strategy: Consistent, engaging posts across unified platforms
• Influencer Partnerships: Collaborations with regional travel and food influencers
• Email Marketing Campaigns: Segmented newsletters for locals vs. previous tourists based on Toast data
• Strategic Partnerships: Cross-promotions with hotels, cabin rentals, and complementary attractions
• Trip Advisor Optimization: Increasing ranking and reviews in TripAdvisor.  Also consolidating brand under West by God.
• Video Marketing: Short-form content highlighting the food, drinks, and excitement of the combined experience
• Local Outreach: Community engagement and targeted marketing to nearby residents

Tactical Breakdown

Website Redesign:

• Redesigned and optimized website with clear navigation between food and axe throwing and improved UI/UX
• Online booking system for axe throwing with food package options
• Mobile-optimized design with prominent calls-to-action
• Virtual tour/video of the facility to set accurate expectations

Social Media Consolidation:

• Merge existing accounts into single profiles on each platform
• Get TikTok and/or YouTube Shorts started
• Consistent posting schedule (3-5 times weekly)
• Facebook Events for weekly schedules
• Content mix: food highlights, axe throwing action shots, behind-the-scenes, customer spotlights, and general Smoky Mountain 
• Implementation of the “…it better be West by God” theme.

Experience Enhancement Tactics

Layout & Operational Adjustments:

1. Beer Wall Promotions:
   • “Flight & Throw” special: Beer flight + 30 minutes of axe throwing ($25)
   • “Tap Tuesday”: $2 off per pint when you throw axes
   • “Score and Pour” challenge: Hit X bullseyes, get a discount on your Beer Wall
   • Local brewery takeovers with special tasting events on slower evenings
2. Event Programming Schedule:
   • Features on slow nights to encourage locals and tourists alike.
   • Monday: “Trivia & Tosses” – Trivia night with axe throwing breaks and/or some element of axe throwing integrated. 
   • Tuesday: “Apps and Axes”: Offer some combined pricing specials (Unlimited apps?  Beer wall special?)
   • Wednesday: “Locals Night” – discount for locals?
   • Local Brewery Tap Takeovers on weekday nights.  Can coincide with other events as well.

3. Space Utilization:
   • Create a semi-private “Party Zone” for large groups
   • Install digital “wait time” display for axe throwing lanes
   • Add merchandise display near exit to capitalize on post-experience excitement
   • Create a photo booth area with props (axes, pizza paddles, etc.)

Targeted Marketing Tactics

For Tourists:

1. Visitor Guide & Coupon Book Placement:
   • Featured listing in Pigeon Forge visitor guides
   • Strategic coupon placement highlighting unique experience
   • QR codes leading to special tourist packages
2. Hotel & Cabin Partnerships:
   • Concierge referral program with 10% commission
   • In-room materials in partner hotels
   • Exclusive package deals for cabin rental guests
   • Referral cards for cabin welcome baskets
3. Attraction Cross-Promotion:
   • Partner with compatible attractions (not direct competitors)
   • Create combo tickets with partner venues
   • “After Dollywood” special offering for evening entertainment
4. Digital Tourism Targeting:
   • Geofenced ads around major attractions
   • Social ads targeting visitors currently in market
   • TripAdvisor and Google Business profile optimization
   • Packages designed for rainy day activities

For Locals:

1. Local Loyalty Program:
   • “Locals Club” with progressive rewards
   • Points earned for both dining and axe throwing
   • Double-point days during slower periods
   • Referral bonuses for bringing friends
2. Community Engagement:
   • Sponsor local sports teams and events
   • Host fundraisers for local causes
   • Participate in community festivals and events
   • Create a “Local Heroes” discount (teachers, first responders)
3. Other Options:
   • Basic offerings that are guaranteed to be delivered within a certain area within 30 minutes.  Advertised to cabins and hotels. 

For Groups & Events:

1. Corporate Outreach Program:
   • Direct mail campaign to area businesses, youth groups, school groups, and sports teams
   • Axe and food package development
   • B2B networking events hosted at your venue (SCOC, PFCOC, PFHTA)
2. Event Planner Relations:
   • Database development of wedding/event planners
   • Specialized packages for bachelor/bachelorette parties
   • Custom menus for private events
   • Virtual venue tours for remote planning
3. Group Package Development:
   • Tiered packages based on group size
   • All-inclusive pricing options
   • Add-on experiences (axe throwing tournaments, pizza making)
   • Group photo packages with branded frames
4. Special Event Marketing:
   • Birthday party packages with personalized elements
   • Graduation celebration specials
   • Reunion group discounts
   • Holiday party bookings with early reservation incentives
   • Hosted Pizza and Paint parties

Having someone on your team that handles all group outreach and sales will be extremely important. While we believe this plan can achieve your goals without intentional group sales, we believe that this is an opportunity for significant growth that should not be passed by. 

Prospect Mining:

Developing a list of school, church, sports, and scout leaders to reach out to should be developed and tracked.  

CRM:

Utilizing a CRM will help track deals and make sure followups are happening. Much of this process can be automated.  We can provide the contact list and assist in email sequence and CRM set up to track progress with booking groups. 

Creative Campaign Concept: “…it best be West by God”

Why This Campaign Will Work

The “…it best be West by God” campaign taps into something truly special – authentic regional identity combined with bold, memorable phrasing that stands out in the crowded Pigeon Forge tourism market. This campaign leverages the passionate emphasis behind the phrase “by God” that’s deeply rooted in Appalachian culture and speaks to quality, authenticity, and pride.

What makes this approach particularly effective is its versatility and memorability. The phrase “…it best be West by God” creates an instantly recognizable pattern that visitors will remember and potentially repeat during their trip. It’s assertive without being aggressive, confident without being arrogant, and most importantly, it creates a clear distinction between your experience and the “ordinary” options tourists encounter.

The campaign directly addresses pain points tourists experience (mediocre food, predictable attractions) while positioning West By God as the bold, authentic alternative they’re secretly craving. By leaning into this distinctive regional phrasing, you’re not just selling pizza and entertainment – you’re selling an authentic mountain experience that can’t be replicated elsewhere.

Creative Executions

The strength of this campaign lies in its ability to create sharp contrasts between disappointing alternatives and your exceptional offering. Here’s how we could execute these concepts:

Concept 1: “The Beer Wall Revelation”

Visual: Split-screen showing a man looking disappointedly at a red plastic cup (the iconic cup from boring pizza buffets) on one side, then transitioning to his excited expression at your impressive beer wall on the other side.

Tagline: “When you need a break from boring… it best be West by God.”

Why It Works: This execution creates an immediate visual contrast between the mediocre experience most tourists settle for and the premium experience you offer. The red cup is instantly recognizable as the symbol of mass-produced, low-quality pizza chains. The transformation from disappointment to excitement creates a narrative that viewers can see themselves in – they too want to escape the ordinary.

Concept 2: “Vacation Rescue”

Visual: Family looking tired and uninspired at a typical tourist trap restaurant with bland food, then animated transition with flames and excitement as they discover West By God’s vibrant atmosphere and coal-fired pizza.

Tagline: “When you need a break from vacation… it best be West by God.”

Why It Works: This concept plays on the ironic truth that vacations themselves can become exhausting and disappointing. By positioning your establishment as “a break from vacation,” you’re acknowledging the tourist’s experience in a knowing way that builds immediate rapport. It positions West By God as the authentic highlight of their trip rather than just another attraction.

Concept 3: “Memorable Moments”

Visual: Child looking disappointedly at a cold, school-lunch style pizza slice, followed by dynamic footage of coal-fired ovens, perfectly charred pizza, and exciting atmosphere.

Tagline: “No vacation deserves boring pizza… when it needs to be memorable, it best be West By God.”

Why It Works: This execution focuses on the emotional core of vacation experiences – creating memories. By contrasting forgettable food with your memorable experience, you’re selling more than a meal; you’re selling a vacation highlight. Parents especially connect with the desire to create memorable experiences for their children, making this angle particularly effective for family travelers.

Memorability Factors

This campaign will earn a place in people’s memory because it combines several key elements of effective advertising:

1. Emotional Contrast: The before/after structure creates a clear emotional journey from disappointment to delight that viewers can relate to.
2. Regional Authenticity: The phrase taps into genuine regional expression that feels authentic rather than manufactured, especially important in an area where tourists are seeking “real” mountain experiences.
3. Problem-Solution Structure: Each execution clearly identifies a common vacation pain point and presents your business as the obvious solution.
4. Repetition with Variation: The consistent structure of “…it best be West by God” creates a memorable pattern while allowing for creative variations that keep the campaign fresh.
5. Verbal Rhythm: The phrase itself has a linguistic rhythm that makes it satisfying to say and hear, increasing its stickiness and shareability.

Implementation Timeline

Phase 1: Foundation (Months 1-3)

• Brand consolidation and identity development
• Website redesign and consolidation
• Social media account merging and strategy implementation
• Operational adjustments (pizza by the slice, etc.)
• Staff training on new messaging and offerings
• Month 2
  • Paid social ads begin month 2
  • Rollout of weekday events and pizza by the slice for lunch by month 2
  • Begin cold outreach to groups
• Month 3
  • Implementation of local loyalty by month 3
  • Website launches

Phase 2: Optimization (Months 4-6)

• Analyze performance data and refine strategies
• Scale successful initiatives
• Plan seasonal promotions
• Develop annual event calendar

Phase 3: Continue with Adjustments as needed (Months 6-12)

• Analyze performance data and refine strategies as needed
• Plan seasonal promotions

Revenue Projections

Conclusion

Country Roads Axe Co featuring West By God Coal Fired Pizza has all the elements needed for significant success in the Pigeon Forge market. Your unique combination of coal-fired pizza and axe throwing creates a distinctive “eatertainment” experience that appeals to both tourists and locals. By unifying your brand, enhancing your operational model, and implementing targeted marketing strategies, we believe you can achieve your goals of 20% growth in axe throwing/alcohol sales and 15% growth in in-store pizza sales within the next year.

The recommended strategies in this proposal address your primary concerns about brand confusion, messaging consistency, and conversion challenges while creating new opportunities for revenue growth. By focusing on a cohesive brand identity and strategic marketing initiatives, we can help your business reach its full potential in the competitive Pigeon Forge market.

We look forward to partnering with you on this exciting journey to transform Country Roads Axe Co featuring West By God Coal Fired Pizza into the premier “eatertainment” destination in the Smoky Mountains region.

Investment Strategy

Based on our analysis and the scope of services required, we recommend the following marketing investment strategy: