This case study demonstrates how WSI Internet Marketing Consultants Peter and Vin DeCrescenzo were able to increase the web presence, website traffic and market share for Mardi Gras Casino in Florida and West Virginia through their digital marketing program.
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WSI Mardi Gras Casino Digital Marketing Case Study
1.
2. PROFILE
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
3. OBJECTIVES
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
4. PROJECT TIMELINE &
INITIATIVES
• 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
2011
• Built Mobile Sites
• Launched Social
Media Corporate
Training Team
• Developed strategic
online reputation
management
program
• Ongoing Content
Marketing
• 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
2013
• Weekly YouTube
Videos
• Mobile App: Push
and GeoFencing
• Online Gaming
Assessment
• Online Event
promotions; Toys in
the Sun Run,
Comedy Challenges
and Concert series.
5. WEBSITE DESIGN
Where They Were…
No Conversion Architecture
No Focus on Profit Centers
Inadequate SEO
No Social Media Integration
Outdated Design & Technology
Lacked Unified Branding
6. WEBSITE DESIGN
WSI Marketing Driven
New Website Design
Redesign
Integrate
Launch
Launched 2 brand new 100+ page websites (1) for each property
Redesigned 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 Virginia
Integrated Social Media; Facebook, YouTube, Twitter, etc.
Launched Corporate Website
8. SEO
Where They Were…
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
9. SEO RESULTS
WSI SEO Program, In Just 6 Months…
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
12. PAY PER CLICK
ADVERTISING
The Strategy for Mardi Gras West Virginia Hotel:
WSI launched a pilot PPC
campaign to generate phone
call reservations for their
new hotel
13. 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
14. MOBILE MARKETING
Where They Were…
No Mobile Version of Websites
No Mobile Applications
Poor Website Traffic from Smart Phones
and Tablets
High Bounce Rate for Mobile Devices
15. MOBILE MARKETING
WSI Award Winning
Mobile Marketing Program
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
16. MOBILE MARKETING
Built Mobile Apps for each
property
iPhone & Android
Integrated Live Racing Data
and Video
Implemented Push
Notifications
Added Resort and Dining
Reservation Capabilities
Incorporated Personalized
Players Club Points Look Up
18. SOCIAL MEDIA
MARKETING
Where They Were…
Under a 1,000 Facebook fans
Infrequent Posts & Poor Fan
Engagement
Very Little Twitter Activity
Infrequent YouTube Video Posting
Lacking social media presence on
additional platforms; G+, etc.
19. SOCIAL MEDIA
MARKETING
WSI Award Winning
Social Media Marketing Program
Increased Facebook Fans by 6k+ in both states
and fan activity
Updated Existing Social Media Accounts
Consistent With MG Branding
Launched Additional New Platforms; Pinterest,
Instagram, Google+ & More
Managed Daily Postings
Produced Weekly YouTube Videos
Ran Social Media Contests to promote events,
new slot launches and onsite promotions
Social Sharing of Content, Blogs, Videos, Etc.
20. SOCIAL MEDIA
MARKETING
Social Media Corporate
Training Team (STARS)
Conduct Monthly training meetings
to develop and implement integrated
marketing campaigns
Team Members Represented Each
Department:
•Marketing
•Players Club
•Promotions
•Poker
•Slots
•F & B
•Resort
23. CONTENT MARKETING
Blogs & Web Pages
Maintain daily content updates to
websites
Post weekly Blog posts for each
property
Google Authorship
• Implemented Google Authorship
for key employees
• Built and maintain G+ accounts
• Established webpage authorship
for key profit centers
25. ONLINE EVENT
PROMOTION
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