FEC Operator Briefing · CMO Edition
What does a marketing team built for 12 venues actually do all week?
Download the operating manual we run multi-location attraction marketing on — the seats, the scorecards, the eleven systems — and the three working spreadsheets underneath it.
01 / Social proof
What operators are saying.
[REAL QUOTE 1 — operator’s own words, with written permission to publish]
[REAL QUOTE 2]
[REAL QUOTE 3]
02 / For FEC operators & multi-location venues
The best operators aren’t the best marketers. They’re the ones with the best systems.
At one venue, marketing is whoever has a spare hour. At four it starts to fail. At eight to twelve it has already failed, and the symptoms are always the same: a soft midweek calendar, party enquiries answered when someone gets to them, each GM running their own promotions from their own phone, and ad spend going up while bookings stay flat.
None of that is a hustle problem. It’s a structure problem — and a general agency can’t fix it, because they’ve never worked a Saturday morning in a family entertainment centre. They test on your audience and bill you for the lesson.
See the 11 systems →03 / What’s inside
11 marketing systems every multi-location owner needs.
Without them the calendar stays soft and the ad spend keeps leaking — and that has nothing to do with how hard your team is pushing.
- The full org structureSeven seats a properly built FEC marketing team requires, and who fills each at 2–4 venues versus 5–12.
- Role scorecardsThree to five weekly numbers per seat. How each function is measured week over week, and by whom.
- Daily and weekly task breakdownsWhat each seat should actually be doing on a Tuesday. Written as the default week.
- The 11 systemsParty bookings, group pipeline, weekday fill, guest list, listings, paid, reviews, calendar, launches, content, attribution.
- Hiring templatesJob scorecards, interview questions and first-90-day plans for CMO, brand manager, media buyer and local marketer.
- The reporting cadenceDaily pulse, weekly one-page scorecard, monthly review, quarterly plan. What the owner reads and what the owner ignores.
- + 8 MORE COMPONENTS INSIDE — FUNNEL MAP, PIPELINE SCRIPTS, LISTINGS CHECKLIST, BUDGET RULES, CAMPAIGN CALENDAR
- + THE BONUS VAULT — GOOGLE ADS PLANNER, ROAS CALCULATOR, OPERATING MARKETING PLANNER
Everything written for the operator who would rather run their park than manage agencies.
04 / Two paths forward
There are two ways to build a world-class FEC marketing operation.
Path 01
Build it in-house
Hire the CMO, brand lead and media buyer. Install the eleven systems yourself. Nine to twelve months to full operating rhythm if you follow the manual exactly — the month-by-month install plan is in Part Five.
- You own the team and the IP
- Highest fixed cost, highest control
- Requires an operator willing to manage marketing hires for a year
Path 02
Outsource to specialists
Skip the twelve-month learning curve. Plug into an FEC-native team that already runs these eleven systems for multi-location operators.
- Live in 30 to 45 days
- Fractional CMO plus an execution bench
- You keep the reporting, we keep the machine running
The shortcut
Skip the twelve-month learning curve.
The manual describes the machine. Building it means designing seven seats, hiring for four of them, installing eleven systems and holding a weekly cadence for a year — while you also run your venues.
99 Decibel runs the machine as a fractional CMO with the execution bench already underneath it. Your local marketers stay in-house, because the community is yours; we train them, scorecard them and run their cadence. You get the same one-page scorecard every Monday.
Next step
Build the machine today.
Book a 30-minute Scaling Map Call. We walk your numbers, venue by venue, and hand you the next three moves in the order to make them.
The roadmap is yours to keep, whether or not we work together afterwards.
P.S. — Every system in the manual was built inside working venues first, then written down. Nothing in it is theory.