a cultural revolution
DESCRIPTION
Marketing programs can only go so far without true investment from line-level employees. Here are three case studies of marketing programs that were rolled out from the line employees to the guest. Delivered at Marcus Evans Internal Branding & Employee Engagement Summit April 2012.TRANSCRIPT
![Page 1: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/1.jpg)
Jim WhiteVice President of Guest Satisfaction
Julia CarcamoVice President of Brand Marketing
![Page 2: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/2.jpg)
A CULTURAL REVOLUTION
![Page 3: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/3.jpg)
A CULTURAL REVOLUTION
When the new management team took over, they embarked on a rebuilding program.
The vision: Making Isle of Capri Casinos the most courteous operator in EVERY jurisdiction in which we operated.
![Page 4: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/4.jpg)
A CULTURAL REVOLUTION
We needed a hospitality and employee engagementprogram that was, in a word…
UBIQUITOUS.
![Page 5: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/5.jpg)
A CULTURAL REVOLUTION
We embarked on one of the biggest initiativesin company history.
![Page 6: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/6.jpg)
A CULTURAL REVOLUTION
The goal: Making every guest experience a memorable one using the tenets of basic hospitality to enhance the guest experience.
![Page 7: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/7.jpg)
A CULTURAL REVOLUTION
In addition, this long-term objective of creating a culture of outstanding courtesy was key to enhancing the company-wide
image and raising shareholder value.
![Page 8: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/8.jpg)
A CULTURAL REVOLUTION
THE CHALLENGE To create an energizing and informative program for
diverse functional areas of customer-facing employees that could still touch those who weren't customer-facing.
![Page 9: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/9.jpg)
A CULTURAL REVOLUTION
It needed to include everyone on the staff.
EVERYONE.
![Page 10: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/10.jpg)
A CULTURAL REVOLUTION
The courtesy program needed to be
SIMPLE, MEMORABLE AND FUN.Plus, it had to work anywhere.
![Page 11: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/11.jpg)
![Page 12: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/12.jpg)
QuickTime� and aH.264 decompressor
are needed to see this picture.See.Say.Smile. Training Video
![Page 13: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/13.jpg)
A CULTURAL REVOLUTION
1. Look the guest in the eye
2. Smile as we handle the guests’ needs
3. Provide a fond farewell
THREE SIMPLE KEYS
![Page 14: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/14.jpg)
A CULTURAL REVOLUTION
• It was the first time the concept of engagementwas introduced into the Isle of Capri culture.
• Top down ownership from the CEO and the Chairman of the Board was THE driver to success.
• Involvement permeated the entire company all the way down the line.
It gave us the avenue to create symbols of success.Plus, a little friendly competition never hurts.
THREE IMPORTANT POINTS ABOUT SEE.SAY.SMILE.
![Page 15: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/15.jpg)
A CULTURAL REVOLUTION
Last year, we shared the story of how our employees had taken the brand pillar of fun and OWNED it.
![Page 16: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/16.jpg)
![Page 17: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/17.jpg)
A CULTURAL REVOLUTION
We learned that when employees understand and own the brand,
THEY CAN RUN WITH IT.
![Page 18: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/18.jpg)
A CULTURAL REVOLUTION
Recently, we took a look at our food offerings.
![Page 19: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/19.jpg)
![Page 20: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/20.jpg)
A CULTURAL REVOLUTION
We saw that 25% of our guestseat in our buffets.
Of all of our offerings, outside of the slot floor,the buffet is where we have the biggest opportunity to
influence the guest experience.
![Page 21: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/21.jpg)
A CULTURAL REVOLUTION
We got our Corporate team together… Then, we got our GMs together…
TO TALK…TO SHARE…TO LEARN.
![Page 22: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/22.jpg)
![Page 23: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/23.jpg)
QuickTime� and aH.264 decompressor
are needed to see this picture.Food Fascination
![Page 24: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/24.jpg)
What fast food restaurant is credited with introducing the first modern-day drive-thru window?
A. McDonald’sB. Burger KingC. Wendy’s
![Page 25: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/25.jpg)
In which country is spilling salt considered good luck?
A. AustriaB. JapanC. Chile
![Page 26: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/26.jpg)
How many teaspoons of sugar does the average North American consume every day?
A. 9B. 19C. 29
![Page 27: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/27.jpg)
How many different animal shapesare there in the “Animal Crackers”cookie zoo?
A. 15B. 18C. 21
![Page 28: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/28.jpg)
What did McDonald's restaurantsfirst introduce in 1968?
A. Egg McMuffinB. Big MacC. Happy Meal
![Page 29: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/29.jpg)
What breakfast food gets its name from the German word for “stirrup”?
A. BagelB. WaffleC. Pancake
![Page 30: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/30.jpg)
When Birdseye introduced the first frozen food in 1930, what did the company call it?
A. Iced foodB. Frozen foodC. Frosted food
![Page 31: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/31.jpg)
Which is the most recognized smellin the world?
A. PopcornB. Peanut ButterC. Coffee
![Page 32: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/32.jpg)
What fast food restaurant was literally founded in a broom closet?
A. Dairy QueenB. Papa John’sC. Subway
![Page 33: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/33.jpg)
When the power goes off, how long will food in your refrigerator stay cold enough to be eaten safely?
A. 4 to 6 hoursB. 6 to 8 hoursC. 8 to 10 hours
![Page 34: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/34.jpg)
A CULTURAL REVOLUTION
1. Food Preparation
2. Procurement
3. Talent
4. Cost vs. Experience
WE BROKE IT DOWN…
![Page 35: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/35.jpg)
A CULTURAL REVOLUTION
They took the message back home to their properties.
![Page 36: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/36.jpg)
A CULTURAL REVOLUTION
And gardens started springing up as…
OUR FIELD OPERATORS BEGANTO OWN THE VISION.
![Page 37: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/37.jpg)
![Page 38: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/38.jpg)
A CULTURAL REVOLUTION
![Page 39: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/39.jpg)
A CULTURAL REVOLUTION
![Page 40: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/40.jpg)
A CULTURAL REVOLUTION
We started in Boonville, MO and created the first Farmer's Pick Buffet.
Five more on the drawing board.
![Page 41: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/41.jpg)
![Page 42: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/42.jpg)
QuickTime� and aH.264 decompressor
are needed to see this picture.Farmer's Pick Buffet Marketing Materials
![Page 43: A Cultural Revolution](https://reader034.vdocuments.us/reader034/viewer/2022042700/55626c86d8b42aed7d8b5491/html5/thumbnails/43.jpg)
A CULTURAL REVOLUTION
THANK YOUFor more information, please contact:
Jim WhiteVice President of Guest Satisfaction
Julia CarcamoVice President of Brand Marketing