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No Conversion Architecture No Focus on Profit Centers Inadequate SEO No Social Media Integration Outdated Design & Technology Lacked Unified Branding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?