jonworks · consulting
Confidential
SeaWorld Parks & Entertainment
Q2 2026 engagement
SeaWorld Parks & Entertainment · Q2 2026 engagement hub
The sea
engagement.
Strategic forensic reads on SeaWorld's Meta paid media portfolio — rebuilt around incremental conversion value, calibrated against park-specific pixel events, and pressure-tested at the audience-geo seam. Living deliverables; this hub stays current as new reports land.
At a glance
Portfolio in one breath.
Eleven properties, nine ad accounts, $7.43M YTD spend, 3.04x incremental ROAS on own-pixel measurement. The single biggest controllable lever is the Manual book at the SeaWorld and Busch Gardens brand clusters — reallocating 25 percentage points to ASC at observed iROAS deltas (with a 25% diminishing-returns haircut) recovers approximately $2.3M annualized incremental conversion value.
YTD Sales Spend
$6.49M
Jan 1 — Jun 10, 2026
iROAS · primary
3.04x
park-pixel · incremental
Inflation gap
1.86x
default ÷ incremental
Lift on table
~$2.3M/yr
25pp Manual→ASC reallocation
Reports
The living deliverables.
Each report is a standalone interactive page. Click into a card to drill. Browser back returns to this hub.
R · 01
Strategic Forensic Audit — YTD 2026
$7.4M of Meta paid media across eleven SEAS properties, read against the incremental conversion-value signal. Five findings, one lever, six tactical adjustments with dollar lift. Interactive drill-downs, account command center, per-park geo tile maps.
Live
2026.06.10 · v4
Live
R · 02
Competitive Intel — Ads Library reverse-engineer
Universal, Disney, Six Flags, LEGOLAND active Meta creative across Florida, California, and Texas markets. Impression-weighted rankings, UTM parsing, format and placement mix, creative refresh cadence vs SEAS benchmark.
Upcoming
Q3 2026
Upcoming
R · 03
ASC Reallocation Pilot — read-out
Two-week per-brand pilot results after the 25pp Manual-to-ASC shift recommended in R·01. Pre / post iROAS, incremental conversion value lift, ASC scale-decay observation.
Upcoming
Q3 2026
Upcoming
R · 04
Quarterly refresh — automated audit run
Marketing API monthly automation pulling the audit dataset fresh, surfacing month-over-month deltas and flagging audience-adjacency or attribution-setting drift before it compounds.
Upcoming
Q4 2026
Upcoming