Casino Marketing for Executive Leadership

NOW DESIGNED for Executive Leadership

May 15 – 17, 2023

Rolling Hills Casino Resort

Marketing is likely the largest expenditure on your books and perhaps the most mysterious. The adage that half of your advertising works, but you’re not sure which half probably feels very real to you. If so, this is the answer you’ve been looking for.

Marketing is constantly evolving, and there is no sign of it slowing. This two-day gathering is designed with the general manager in mind but is perfect for building your skills alongside your marketing leader and finance steward. We will tackle the most relevant and useful marketing for your needs.

Marketing doesn’t have to be a black hole of invoices and proposals. Get the knowledge you need to make a difference in your marketing.

AGENDA

Times are listed as PST.

6:00 pm Welcome Tasting and Tour of Paskenta Brewery & Distillery, followed by dinner

Times are listed as PST.

8:45 am Welcome
9:15 am Evaluating Your Marketing Programs
11:00 am  Getting to Know Your Customers through Research
12:30 pm Lunch
1:30 pm Traditional and New Media: Finding the Right Mix for Your Marketing Plan
3:15 pm  Creating and Growing Your Community through Social Media: A Guide for Casinos
6:30 pm Dinner at Six Two Eight

Times are listed as PST.

9:00 am   Getting the Most From Your Database
10:45 am Embracing Change: Strategies for Casino General Managers to Stay Ahead in a Dynamic Industry
12:00 pm Lunch
1:30 pm Optional Roundtable Discussion

Session Descriptions

Click on each session to see more.

Evaluating Your Marketing Programs

Evaluating the effectiveness of your marketing programs is critical for ensuring you are getting the most out of your investment. In this session, we will walk you through setting the right goals and KPIs for your marketing programs and how you can evaluate each program to identify improvements and adjust for the future.

We will discuss the importance of setting measurable goals aligning with your business objectives. From there, we will explore identifying the right KPIs to track progress toward those goals and the tools and techniques you can use to gather the data needed for evaluation.

Once you have established your goals and KPIs, we will dive into the different methods of evaluating your marketing programs, such as A/B testing, trend reports, post forma, customer feedback, and data analysis. We will also discuss the importance of ongoing evaluation and how to make adjustments based on your findings to improve your marketing programs continuously.

By the end of this session, you will have a deeper understanding of the key factors to consider when evaluating your marketing programs and the tools and techniques needed to make data-driven decisions that drive results. You will walk away with practical tips and strategies to apply to your marketing efforts to maximize your ROI and achieve your business objectives.

Session Coach: 
Daniel White, Dan White + Associates

A marketing professional for the past 27 years, Dan White has spent the last 19 years in the tribal casino industry. He was the Director of Marketing at Muckleshoot Casino, the largest casino in the Pacific Northwest and one of the largest casinos in the United States. He has served in executive and officer-level roles at several properties in both marketing and casino operations. Since 2009, Dan has been part of various qualitative and quantitative research pr studies regarding casino consumers and has championed the value of research in building strategies. Dan received his bachelor’s degree from Central Washington University’s School of Journalism in 1993 and is currently pursuing his certification in Behavioral Economics from Texas A& M University. He is a former United States Marine.

LinkedIn     Website

Getting to Know Your Customer Through Research

What your customers want should not be a game of chance, but we can often find ourselves relying on anecdotal information or limited observations. Customer insight is essential to the longevity of our operations. It is vital for marketers to discover actionable intelligence to make decisions, but where do you begin, and how do you build a customer insight program? In this session, we will discuss the various ways — from DIY to formalized programs — that you can create ongoing insight programs appropriate for your market and property.

Session Coach: 

Elizabeth Meczka, MM/R/C, Inc
A graduate of Berkeley, Elizabeth got her start working as a research associate at MMRC. In 2010, a career change opportunity landed her at APA, a full-service entertainment agency specializing in representation and booking. There, she ascended the ranks to become the head of the music marketing department, overseeing the advertising and marketing efforts for the agency’s top nationally-recognized music touring clients.
After the untimely passing of her father—whose name and company became synonymous with casino research in the industry—Elizabeth returned to her career roots to continue MMRC’s respected 40+ year legacy and usher in a new era of research and marketing.
 

 

Traditional and New Media: Finding the Right Mix for Your Marketing Plan

In today’s fast-paced digital age, it’s more important than ever to create a marketing plan that balances traditional and new media. But how do you know which media types are right for your casino, and how can you evaluate a media plan that will support your overall marketing strategy?

In this session, we will explore the differences between traditional and new media and how they can be used together to create a powerful marketing mix. We’ll cover the advantages and disadvantages of each media type and provide examples of how successful businesses have integrated both into their marketing plans.

We’ll also discuss important questions to ask your marketing agencies and partners to help ensure you’re getting the right media mix for your business goals. You’ll learn how to evaluate a media plan and determine whether it’s supporting your overall marketing strategy, and how to adjust your plan as your business evolves.

Whether you’re just starting to develop your marketing plan or looking to optimize an existing one, this session will provide valuable insights on how to find the right mix of traditional and new media to achieve your business objectives.

Session Coach: 
Adele George, A.M. George

As a media planning and buying expert, Adele M. George brings 20+ years of marketing strategy, media planning, and buying experience to the table for her clients.  She’s built her career on having a deep understanding of what motivates people to buy a product or service and how to best reach their consumers. Over the years, has bought for a wide variety of categories such as casinos, attorneys, automotive, medical, healthcare, tourism, retail, and restaurants.

LinkedIn     Website     Twitter

Creating and Growing Your Community through Social Media: A Guide for Casino

Social media has transformed how we interact with each other and businesses. It’s no longer enough just to have a website or a physical location; casinos must also have a strong presence on social media to engage their customers and build their brand. This session is designed for casinos seeking to create and grow their community through social media and aligning those efforts to real business goals.

In this session, we will cover the fundamentals of social media for casinos, including identifying your target audience, selecting the appropriate social media platforms, and creating a content strategy that resonates with your audience. We’ll also share tips and best practices for managing your social media presence, such as creating a social media policy, engaging with customers, and handling negative feedback.

We’ll explore social media platforms and how to leverage them to reach your target audience. We’ll cover the basics of Facebook, Twitter, Instagram, YouTube, and TikTok. We’ll also discuss the importance of analytics and metrics and how to use them to measure the success of your social media efforts.

Finally, we’ll talk about how to grow your community on social media. We’ll share tips for increasing your followers and engagement, including running contests, partnering with influencers, and using paid advertising. We’ll also discuss how to create a sense of community among your followers, such as hosting virtual events, showcasing user-generated content, and responding to comments and messages promptly and personally.

Whether you’re new to social media or looking to improve your existing presence, this session will provide valuable insights and practical advice for creating and growing your community on social media as a casino. Join us and discover how social media can help you connect with your customers, build your brand, and drive revenue.

Session Coach:
Justin Shank, Shank Marketing

Justin brings an operations-driven perspective to marketing with career experience in casino marketing, hospitality, event management, advertising and as a publicist for movie studios. He specializes in marketing strategy, social media marketing, reputation management, and marketing technologies. He keeps his finger on the pulse of the digital marketing world and drives innovation through creativity and adaptability to the ever-changing digital landscape.

His casino gaming experience started with Swinomish Casino & Lodge in 2010, where he assisted in expanding the digital footprint of the property, launched the first online interactive slot catalog, and developed an internal digital marketing team focused on social media content and in-house video production. His experience includes working as an Account Director for OfferCraft and consulting for Raving Consulting Company.

He launched Shank Marketing in April 2017 to provide tribal casinos with more accessible and affordable digital marketing resources. The agency has grown to include 10 team members working with casinos, entertainment venues, tribal enterprises, restaurants, resorts, bars, c-stores, golf courses, and healthcare centers, with clients in California, Wisconsin, Nevada, Oregon, and Washington.

Justin enjoys exploring the world with his wife Mackenzie, hiking, camping, kayaking, and fishing and is a Seattle Seahawks fan. His bachelor of arts degree is from Western Washington University.

LinkedIn     Website    Twitter    

Embracing Change: Strategies for Casino General Managers to Stay Ahead in a Dynamic Industry

 

Session Coach: 
Chris Province, MA, Purpose and Performance Group

Chris Province is a performance improvement specialist with a passion for creating sustainable movements. With 5-plus years of independent professional services experience, Chris’ work focuses on the development of practices that identify, clarify and operationalize an authentic purpose. Developing integrated systems that result in well-aligned, highly intentional execution requires unwavering commitment, high levels of accountability, and a willingness to operate outside of a comfort zone, all of which are cornerstones of his approach.

A member of the Cherokee Nation and graduate of Claremore High School, Chris completed his undergraduate studies at Oklahoma State University and earned a Master’s Degree from the University of Oklahoma in the field of Organizational Design. While attending OU, his work on transformational leadership models was formally recognized by the University faculty for excellence in the field of Social & Behavioral Research. This research, which was developed in concert with Dr. Bob Schooley and Luke Freeman, established the foundation for P&PG’s approach and methodologies. Chris’ other academic and professional certifications include the completion of the Executive Development Program at the University of Nevada – Reno, licensure as a PMI-certified Project Management Professional (PMP), and certified John Maxwell TEAM speaker and coach.

Chris’ professional career includes extensive experience as an executive with core competencies of leadership, project management, product development, marketing, and operational execution. With a broad range of experience spanning single and multi-unit operations, in rural and metropolitan markets, there exists the necessary balance of experience, knowledge, and curiosity to help teams accomplish meaningful outcomes.

Chris makes his home in Bixby, Oklahoma with his wonderful wife, Megan, and their two young children. His favorite ways to spend time away from the office are coaching competitive baseball for the youth program at Oral Roberts University, doing art and coloring projects with his daughter, and enjoying every moment the family is together.

LinkedIn     Website

Optional Roundtable Discussion

The final roundtable has become a hallmark of Boot Camp. It provides coaches and attendees with the opportunity to discuss how they will implement new thinking and identify their STRS – what they want to Stop, Turnaround, Reactivate, or Start in their marketing.

Rolling Hills has created a room block for your convenience. To book your room at the preferred rate, call 530-528-3500 and as for the Casino Marketing Boot Camp rate.

What past participants are saying about the

Boot Camp Experience

Fantastic Experience

I loved how engaged the group was as well as all of their fun ideas! Thank you for providing this fantastic experience for casino marketers.

Nicole Martz

Special Events and Promotions Manager

IP Casino Resort Spa

Casino Marketing Boot Camp 2022
5
2022-04-25T20:31:25+00:00

Nicole Martz

Special Events and Promotions Manager

IP Casino Resort Spa

I loved how engaged the group was as well as all of their fun ideas! Thank you for providing this fantastic experience for casino marketers.

Engaging 3 Days

Enjoyed being able to "pick" the brains of those in the same field. It honestly was a very engaging 3 days. I was worried that 8 hours a day, I wouldn't stay engaged the entire time, but I was pleasantly surprised.

Paige Schuller

Assistant Marketing Manager

Wild Rose Emmetsburg

Casino Marketing Boot Camp 2022
5
2022-04-10T17:14:17+00:00

Paige Schuller

Assistant Marketing Manager

Wild Rose Emmetsburg

Enjoyed being able to "pick" the brains of those in the same field. It honestly was a very engaging 3 days. I was worried that 8 hours a day, I wouldn't stay engaged the entire time, but I was pleasantly surprised.

Great Collaboration

I loved the collaboration, the ability to ask questions and get a lot of insight into what other marketers are thinking.

Adele M. George

CEO & Owner

A.M George Marketing & Advertising

Casino Marketing Boot Camp 2022
5
2022-04-10T17:12:26+00:00

Adele M. George

CEO & Owner

A.M George Marketing & Advertising

I loved the collaboration, the ability to ask questions and get a lot of insight into what other marketers are thinking.

Shark Tank

I really liked the Shark Tank presentations. I believe some attendees took it very seriously but those were really great ideas and helped me take ideas home.

Megan McConville

Digital Marketing Specialists

Elite Casino Resorts, LLC

Casino Marketing Boot Camp 2022
2022-04-10T17:06:59+00:00

Megan McConville

Digital Marketing Specialists

Elite Casino Resorts, LLC

I really liked the Shark Tank presentations. I believe some attendees took it very seriously but those were really great ideas and helped me take ideas home.

Learning Different Aspects

The most memorable moment for me was learning about all the different aspects of casinos. I don't deal with some of the things we learned and talked about so it was nice to get some basic information.

Brookelyn Kipp

Marketing Operations Supervisor

Wild Rose Casino & Hotel Jefferson, IA

Casino Marketing Boot Camp 2022
5
2022-04-10T17:02:11+00:00

Brookelyn Kipp

Marketing Operations Supervisor

Wild Rose Casino & Hotel Jefferson, IA

The most memorable moment for me was learning about all the different aspects of casinos. I don't deal with some of the things we learned and talked about so it was nice to get some basic information.

Interactive, not Intimidating

I love how interactive it is, without being intimidating.

Marcela Sada

Director of Slots

Bear River Casino Resort

Casino Marketing Boot Camp 2022
4
2022-04-10T17:10:48+00:00

Marcela Sada

Director of Slots

Bear River Casino Resort

I love how interactive it is, without being intimidating.

Great Connections

I enjoyed Casino Marketing Boot Camp and the fun group projects. Thank you for all you've done, especially the connections made and ideas exchanged.

Tamara Curley, Northern Edge/Flowing Waters

Casino Marketing Boot Camp 2022
4
2022-04-10T16:49:28+00:00

Tamara Curley, Northern Edge/Flowing Waters

I enjoyed Casino Marketing Boot Camp and the fun group projects. Thank you for all you've done, especially the connections made and ideas exchanged.

A Fascinating Program

This is a fascinating program. You get to see what others are doing, thinking, talking about, etc. It is always great to hear what others are facing and how they are navigating through those items. Also, we tend to forget some things as we are "heads and hand down" during the day. This reminds us we have other areas we must pay attention to!

Aaron Harn

Marketing Director

Wild Rose Entertainment

Casino Marketing Boot Camp 2022
5
2022-04-10T17:08:49+00:00

Aaron Harn

Marketing Director

Wild Rose Entertainment

This is a fascinating program. You get to see what others are doing, thinking, talking about, etc. It is always great to hear what others are facing and how they are navigating through those items. Also, we tend to forget some things as we are "heads and hand down" during the day. This reminds us we have other areas we must pay attention to!

Well-Rounded

I liked the variety of the sessions and topics chosen for the sessions, especially as a newcomer to the industry. I thought it was very well-rounded. I liked the small attendance setting because we got to know each other more than if it was a larger audience. It made networking easier. I also liked that we had assignments; I felt I was ahead of the game a bit.

Jean Flors

Sr. Digital Marketing Manager

Live! Casino and Hotel

Casino Marketing Boot Camp 2022
5
2022-04-10T17:05:25+00:00

Jean Flors

Sr. Digital Marketing Manager

Live! Casino and Hotel

I liked the variety of the sessions and topics chosen for the sessions, especially as a newcomer to the industry. I thought it was very well-rounded. I liked the small attendance setting because we got to know each other more than if it was a larger audience. It made networking easier. I also liked that we had assignments; I felt I was ahead of the game a bit.
4.8
8
Casino Marketing Boot Camp 2022

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