CASE STUDY4-Year Digital Marketing Program
2010-2013
Mardi Gras Casino Hallandale Beach, Florida
Established in 1942 Over 70,000 sq. ft. of gaming,
slots, poker, entertainment, dining and greyhound racing
Mardi Gras Casino & Resort Cross Lanes, West Virginia
Greyhound Racing Over 60,000 sq. ft. of gaming,
poker, slots, table games, dining and entertainment
Luxury 150 Room Resort
PROFILE
Advance industry market share Increase website traffic & search engine rankings Establish unified and consistent digital marketing strategy Target local FL & WV markets and snowbirds Build Awareness & Bookings for Grand Opening of WV Luxury Resort Combine On-site promotions with online campaigns to increase floor-play Manage Online Brand Reputation Increase Social Media Presence & Engagement Update Technology Research Potential Online Gaming Program
OBJECTIVES
• Launched & SEO’d brand new 100+ page sites for each property
• Creative concept that provided powerful Conversion Architecture with focus on key profit centers
• Setup Google Analytics to monitor Search Traffic results
• Implemented PPC Campaign to generate hotel reservations
2010
• Built Mobile Sites • Launched Social
Media Corporate Training Team
• Developed strategic online reputation management program
• Ongoing Content Marketing
2011 • Launched Mobile App• Refreshed web design to target sophisticated and progressive cliental
• Implemented Personalized Pages for Players’ Club Logins
• SMS Campaigns to build mobile database
• Setup Google Authorship for key employees
•Added Online Dinner Reservations capabilities for Main, Mobile and App
• Moved sites to Joomla version 2.5
2012
• Weekly YouTube Videos
• Mobile App: Push and GeoFencing
• Online Gaming Assessment
• Online Event promotions; Toys in the Sun Run, Comedy Challenges and Concert series.
2013
MARDI GRAS CASINO FLORIDA & WEST VIRGINIA
PROJECT TIMELINE & INITIATIVES
Where They Were…
No Conversion Architecture No Focus on Profit Centers Inadequate SEO No Social Media Integration Outdated Design & Technology Lacked Unified Branding
WEBSITE DESIGN
WSI Marketing Driven New Website Design
Launched 2 brand new 100+ page websites (1) for each propertyRedesigned websites with creative concept that provided powerful Conversion Architecture New Contemporary Design Focused on Key Profit Centers Slots, Racing, Dining, Players Club and Luxury Resort in West VirginiaIntegrated Social Media; Facebook, YouTube, Twitter, etc.Launched Corporate Website
Redesign Integrate Launch
WEBSITE DESIGN
• Case Study
Not Ranking on Page One for Google Search Results for Important Non Branded Terms Within Market; i.e.: “Slots Fort Lauderdale”, “Casino Hollywood”
Inadequate On and Off Page SEO Poor Site Traffic Google Analytics Not Being Used Lacked Keyword Targeted Content Infrequent Website Updates No Blog
Where They Were…
SEO
Increased Website Traffic by Over 300% Page 1 Ranking for over 50 targeted terms Dominate Page 1 with multiple results from website pages, blogs and videos for terms Integrated Google Analytics & Monthly Reporting 100+ Pages of Keyword Targeted Content Integrated Blog & Online PRs Daily Website Updates
WSI SEO Program, In Just 6 Months…
SEO RESULTS
SEO
SEO
The Strategy for Mardi Gras West Virginia Hotel:
WSI launched a pilot PPC campaign to generate phonecall reservations for their new hotel
PAY PER CLICK ADVERTISING
In the first 4 months of the campaign,
WSI generated about 122 calls per week The average cost per call is only $2.38 Provided tremendous ROI and near full hotel bookings
PAY PER CLICK ADVERTISING
No Mobile Version of Websites No Mobile ApplicationsPoor Website Traffic from Smart Phones and TabletsHigh Bounce Rate for Mobile Devices
Where They Were…
MOBILE MARKETING
Built Mobile Websites for Each Property Dramatically Increased Web Traffic
and Bounce Rate From Smart Phones and Tablets
Improved Mobile User Experience Integrated Resort and Dining
Reservation capabilities
SMS/Text Marketing
WSI Award Winning Mobile Marketing Program
MOBILE MARKETING
Built Mobile Apps for each property
iPhone & Android Integrated Live Racing Data
and Video Implemented Push
NotificationsAdded Resort and Dining
Reservation Capabilities Incorporated Personalized
Players Club Points Look Up
MOBILE MARKETING
2012 Mobile Marketing AwardMardi Gras Casino Mobile App
MOBILE MARKETING
Under a 1,000 Facebook fansInfrequent Posts & Poor Fan EngagementVery Little Twitter ActivityInfrequent YouTube Video PostingLacking social media presence on additional platforms; G+, etc.
Where They Were…
SOCIAL MEDIA MARKETING
Increased Facebook Fans by 6k+ in both states and fan activityUpdated Existing Social Media Accounts Consistent With MG BrandingLaunched Additional New Platforms; Pinterest, Instagram, Google+ & MoreManaged Daily PostingsProduced Weekly YouTube VideosRan Social Media Contests to promote events, new slot launches and onsite promotionsSocial Sharing of Content, Blogs, Videos, Etc.
WSI Award Winning Social Media Marketing Program
SOCIAL MEDIA MARKETING
Conduct Monthly training meetings to develop and implement integrated marketing campaignsTeam Members Represented Each Department:• Marketing• Players Club• Promotions• Poker• Slots• F & B• Resort
Social Media Corporate Training Team (STARS)
SOCIAL MEDIA MARKETING
Social Media Marketing
Built and Claimed over 100+ online directories for each propertyEstablished continual campaign to monitor brand reputation
ONLINE REPUTATIONMANAGEMENT
Maintain daily content updates to websitesPost weekly Blog posts for each propertyGoogle Authorship• Implemented Google Authorship
for key employees• Built and maintain G+ accounts• Established webpage authorship
for key profit centers
Blogs & Web Pages
CONTENT MARKETING
Produced Original VideosWeekly YouTube Video PostingInfographics
CONTENT MARKETING
Toys in the Sun Run
World’s Largest Motorcycle Parade Hosted at Mardi Gras Casino• SMS/Win $1500• Facebook Check-ins/World Record• QR Code/Download Mobile App• Facebook Photo Contest• Increased Facebook Likes by over
2K
Comedy Challenge• Online Wild Card Voting System
MG Concert Series• SMS Contest
ONLINE EVENT PROMOTION
WHY WSI?