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.
Times are listed as PST.
6:00 pm Welcome Tasting and Tour of Paskenta Brewery & Distillery, followed by dinner
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
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.
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.
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.
Elizabeth Meczka, MM/R/C, Inc
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.
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.
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.
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.
Embracing Change: Strategies for Casino General Managers to Stay Ahead in a Dynamic Industry
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.
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.
Register to Attend
- Includes welcome tasting tour and dinner on Monday, breakfast and lunch each day and dinner on Tuesday.
- Because we think you would have a richer experience with your team, we offer a 10% discount for two or more attendees and 15% for groups of 3 or more. Please email julia@jcarcamoassociates to set up your registration code.
- BEFORE YOU REGISTER, this experience has been designed for general managers and executive leadership. While all marketers are welcome, this may not be the exact training best suited for you. Please call if you have any questions.
- Not valid for vendors. Please call (504) 309-5653 for pricing.
What past participants are saying about the
Boot Camp Experience
Special Events and Promotions Manager
IP Casino Resort Spa
Engaging 3 Days
Assistant Marketing Manager
Wild Rose Emmetsburg
Adele M. George
CEO & Owner
A.M George Marketing & Advertising
Digital Marketing Specialists
Elite Casino Resorts, LLC
Learning Different Aspects
Marketing Operations Supervisor
Wild Rose Casino & Hotel Jefferson, IA
Interactive, not Intimidating
Director of Slots
Bear River Casino Resort
Tamara Curley, Northern Edge/Flowing Waters
A Fascinating Program
Wild Rose Entertainment
Sr. Digital Marketing Manager
Live! Casino and Hotel