A Dayton institution, Poelking Lanes has four locations that have provided decades of entertainment to the local populace. Facing the bowling industry’s national decline prompted the search for a new target demographic.
Somewhat surprisingly, research revealed that the largest audience bowling is adults between 20 and 40 years of age. Not only this, but they are an affluent group—homeowners with an annual household income of 100k, and at least some college education.
What grew out of this was a brand focused on digital marketing, rebranding this group of bowling entertainment centers into a casual social setting targeting affluent millennials.