Case Studies - A Sampling of Work


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I believe we’re in an age where the traditional resume is no longer enough. This presentation is my first step at building a collection of case studies to highlight work from roles I’ve held over the course of my career.

While my work roles have spanned agency, brand and service supplier sides of the fence, and my titles have been all over the map, my work experience can primarily be categorized in four areas: (1) applied analytics (database / marketing), (2) event marketing, (3) experiential / out-of-Home and (4) partnership Marketing.

I've been fortunate in my career to learn from the best and to have gotten to play in some pretty big sand boxes. An eternal student, I love learning and sharing what I have learned with others. Hit me up if you have question, ideas or opportunities.

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Case Studies - A Sampling of Work

  1. 1. In our World Where Experience Matters Real Work Real Results The following case studies are a sampling of work experience
  2. 2. Table of Contents • Advertising • Applied Analytics • Casino Marketing • Experiential Marketing / Out-of-Home Advertising • Partnership / Sponsorship Marketing
  3. 3. • Increase casino visits by Golden Nugget 24 Karat Loyalty Club Members • Provide Loyalty Club Members additional access options to view the Rewards catalog • Promote hotel bookings and the latest hotel entertainment events Objectives • Increased repeat-stay bookings, show ticket purchases and amenities claimed by 24 Karat Club members • Increased rewards redemption activity • Positive feedback from members regarding convenience of the mobile application Results • Designed mobile application with a special section for 24 Karat Club members • Included rewards information and ability to book rooms • Featured interactive lineups of all of the entertainment events, amenities, deals and promotions Solution Golden Nugget Mobile App For Loyalty Members Analytics, Mobile APP Creation, Website Design Approach
  4. 4. Challenge • Wynn Resorts wanted to achieve better results from its direct marketing efforts by increasing bookings and total summer revenue • The casino also wanted to find a way to recognize past guests most likely to respond to a direct marketing offer Approach Solution • We conducted a comprehensive customer database analysis and segmented past guests based on their previous purchase behavior including seasonality, room rate, total folio spend, recency of visit and lifetime frequency of visits • This analysis led to the development of a strategic direct marketing campaign Results • Mail quantity and associated direct marketing expenditure was consistent, but the number of responders nearly doubled • The number of bookings was 1.55 times greater than the year before, actually increasing by nearly 40% • Total revenue for the summer campaign was 1.8 times greater than the year before Wynn Resorts Leverages Advanced Analytics Applied Analytics
  5. 5. Challenge • An upscale hospitality client was faced with significant abuse of comp offers. • A high share of new guest prospects offered comps responded, visited, spent the value of the comp and nothing additional Approach Combining the power of the client’s transactional level data with outside data sources and custom analytics modeling we were able to identify likely comp abusers from the client’s prospect data sources •Key Objectives • New Customer acquisition • Improve campaign ROI • Preserve Revenue • Reduce Marketing Cost Results •Revenue from comp’d prospects was maintained •Comp abusers were reduced by over 25% Applied Analytics - Casino Marketing Improving Campaign ROI via Suppression of Comp Abusers
  6. 6. Casino Marketing ValetNoir Revolutionizes Casino Junket Industry Challenge / Background • In 1999 the casino (and casino enthusiast landscape) was fragmented • Harrah’s published their first casino customer study, Profile of the American Casino Gambler • Brands had zero visibility into casino customer wallet beyond their properties • The first OTA had launched, yet casino hosts did not have email and Las Vegas lacked online booking capabilitiesD Key Objectives • Build a 360 degree profile of players & gaming enthusiasts including cross brand player preferences, demographic, psychographic and lifestyle data • Leverage advanced online database marketing and proprietary CRM tools to scale the casino junket business Approach • ValetNoir launched an online portal offering tools for casino customers to organize their players club cards, play and travel preferences • Through a nationwide multi-media plan (TV, Print, OOH, Online, Social) customers were encouraged to register online to “get the comps they deserved” by uses a VN independent host • VN gained junket licenses with every major casino brand and cruise ship Results • VN ranked 3rd largest (in terms of theoretical yield) junket operator in Harrah’s Entertainment Rep Network at a time when junket reps brought in 40% of brand wide gaming revenue (within 3 years) • The ValetNoir database of gaming & gaming enthusiast exceeded 700,000 customers with complete profiles • Profiles fields included personal information, gaming preferences, travel preferences, cross brand actual play history, travel companions and more • ValetNoir was slated for an IPO on AIM in 2007 prior to economic downturn
  7. 7. ValetNoir Revolutionizes Casino Junket Industry - Continued  Proprietary & Patented Online Database of Qualified Casino Customers  Dynamic Web Interface for Targeting Casino Offers based on Player Preferences  Identify true “Player Wallet” by Accessing Cross Brand Actual Play  Qualified Customers all with Email Addresses Press & Chatter  31 ValetNoir, Ltd. Plans AIM Listing on London Stock Exchange Business Wire  ValetNoir Shares Technology View Here  ValetNoir Expands to Las Vegas - Launches Patent Pending Search Feature PRNewswire  ValetNoir Launches Member's Only Lifestyle Magazine; RFB Magazine Will Reach 60,000 Top Tier Elite Members Click Here  ValetNoir and America West Vacations Team Up for Vegas Vacation Packages View Here  Peppermill Hotel Casino Teams Up With ValetNoir Click Here  Las Vegas Advisor: Hearing Good Things About ValetNoir & Host Jaime K. View HereValetNoir Commercial:
  8. 8. TaylorMade Product Launch “4.0 Go Low Golf Shoe “ Program Objectives & Components • New Product Launch: 4.0 Go Low Golf Shoe • At Event Product Trial & Shoe Sales Media Components • Popup experience at driving range staffed with PGA Instructors • Onsite Brand Ambassadors • Branded Golf Carts transporting guests from the parking lot Launch exceeded shoes sales by 3.2X projections Experiential / Event Marketing
  9. 9. Posterscope Las Vegas Market Launch • Kick off Luncheon – 225 Attendees – Sold-out Event – Largest Attended Event in AAF- LV Club history • Las Vegas Road Show • Multi-channel Outreach • Resulted in 7 C-level Presentations • Results: $1.35 Million OOH Billings within 180 Days • Wynn Resorts, South American Airport Domination • Madame Tussauds Digital & Transit Campaign • Taylor Made Golf, Go Low 3.0 Brand Launch • Press • ADWEEK Magazine • Media Post News • Media Life Magazine Multi-Media Market Launch
  10. 10. National Out-of-Home Campaign – Transit Advertising OOH - Campaign
  11. 11. Gatorade Brand Immersion Gatorade placed directly in consumers hands Gatorade Brand Immersion • 2 LA Double Decker Full Wraps • Gatorade Brand Ambassadors • LA Street Team for Product Sampling High Profile Los Angeles Route • STAPLES Center • Hollywood Walk of Fame • Kodak Theater Market Experiential Campaign – LA Street Teams Experiential Marketing
  12. 12. Out-of-Home Campaign– New York City Pimped Out Rims Created For HBO OOH - Campaign
  13. 13. HP & Disney Pop-Up Brand Immersion Town Square • Build a Branded Experience • Reach Tourists & Las Vegas residents • Located on South Las Vegas Blvd. • Las Vegas newest shopping complex Consumers using an HP lap top and signing up for free Disneyland tickets for their birthday. HP & Disney Brand Ambassadors Event Marketing
  14. 14. First Major Las Vegas Strip Property Diversity Marketing Initiative - Launch of dedicated landing page with customized offers for the LGBT Segment - Fostered formal partnerships with diversity organization like GLAAD, IGTLA, and Out Travel - Enrolled over $5a0,000 in support from current suppliers: Budweiser, Ketel One, Malibu Rum - Celebrity Guest Appearance: Jackie Warner from Bravo hit show Workout - Event Launch: Las Vegas Pride 2007, 450 attendees at Luxor’s first LGBT Pool Party Website & LGBT Marketing Launch Event / Partnership / Diversity Marketing
  15. 15. - Launched Luxor media offerings (wallscapes & digital signage) direct with Out-of- Home Media Agencies delivering $1 Million to the bottom line - Standardized pricing and packaging of property assets (exterior signage, casino floor promotions, entertainment integrations, F&B integrations, hotel collateral, in room messaging, interactive offerings and more) for sponsorship packages Partnership Marketing – Monetizing Luxor Assets Partnership Marketing
  16. 16. First Ever Co-Branded High Limit Casino Gaming Salon Produced to celebrate the once in a generation release of Dom Perignon's Oenotheque Vintage, photographer Karl Lagerfeld with the help of supermodel pair Claudia Schiffer & Brad Koenig, bring to a life the of the realm of the possible for a royal couple board with every day life yet ready to experience a little fantasy as only Dom Perignon can ignite. Largerfeld’s artwork, set the tone for the design elements of Luxor’s high limit gaming salon including, but not limited to a champagne bar with an extensive by the glass menu of Moet Hennessey champagnes and spirits, branded table felts, playing cards engraved LVMH barware and the first ever commerical display of Largerfeld’s Ad Campaign Partnership Marketing
  17. 17. Thank you for stopping by. For inquires or to catch up with me directly: 702-789-9601