Opened in 2010, FLUXX Nightclub is one of the longest-running nightclubs in Downtown San Diego’s historic Gaslamp District with over 11,000 square feet of dance floor, VIP areas, three bars, and state of the art lighting and sound systems. In the past, FLUXX had hosted some of the biggest names in the R&B and hip-hop community.
The nightlife industry in California came to a full stop in March of 2020. FLUXX Nightclub’s management decided to take a risk and open back up as soon as it was allowed, the first nightclub to do so. But they immediately realized that the nightlife world around them had changed. People had changed, therefore the approach to communicating with people had to change as well.
CSD Marketing was called in one month after business reopened, to take over the marketing strategy for the club. This included marketing strategy development and full brand management, including managing contractors, the marketing budget, and focusing on sales goals.
CSD Marketing started with a brand audit and a whole revamp of the marketing strategy. After assessing the account, the client’s needs, and the competition in the industry, we chose to personify the brand, to counterbalance the isolation that the masses had been experiencing during the COVID shutdowns. Instead of focusing on the audience engaging with our content, we focused on creating relationships with our audience. The question was “what would FLUXX do if they were a person?”
The personification of the brand created dialogue with the audience and the account quickly grew, ticket sales quickly increased, and our account engagement was through the rough.
We diversified the content to include not only photos but videos, polls, games, etc on the social media accounts.
CSD Marketing focused on new media and established a new TikTok account as well as leveraged new tools from existing social media profiles, such as Instagram Reels.
CSD Marketing produced several videos and stylized photo shoots to keep the content engaging and fresh.
IN 6 MONTHS: [infographic]
Across all social media platforms:
2.1M People Reached
308K Profile Visits
16K New Followers
Started TikTok from 0 – 11K Followers
Email listing grew from 0 to 2,500
Facebook ads cost per click reduced by 89%
Facebook ads cost per click-$2.00
Facebook ads cost per click-$.58
Average $20K in monthly online ticket sales
1000+ Posts on social media accounts
3 stylized Photo Shoots
51 Videos created and posted
102 digitals created and posted
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