Kickstart to Restart 

Rethinking Your Post-COVID Casino Marketing

May 21, 2020, 11am PST, 12pm MST, 1pm CST, 2pm

Although there are many opinions about how and when to restart our businesses, the one thing we can all agree on is that it is necessary to do so. But restarting can be risky and costly if not done right.

Based on the recent Casino Marketing Monitor customer study and given the demographics of our core business, we can assume some customers might decide not to return until they feel “ready” to do so. Some may have found new avenues for entertainment. And we know some will be back as soon as they can.

  • Do you continue your reinvestment as is? Lower it? Increase it?
  • Do you open with a big promotion?
  • How does our toolbox change or evolve?

We’re all asking these questions and more. Whatever answers are right for your casino, you’ll need to reignite your marketing and reimagine your marketing programs.

Take a new look at the casino marketer’s toolbox and join our panel of experts with ideas for you to Restart, Revive, Recharge Your Marketing.

Social Media – Justin Shank, Shank Marketing

Player Development – Jim White, Jim White Advantage Guest Experience

Reinvestment & Offers – Mary Loftness, Profitable Customers 

Direct Mail – Matt Holliday, Franklin Data

Promotions – Linda Gordon, SCA Gaming

Engagement through Technology – Matthew Olden, Context Networks

Tell us a little about yourself to view the recording.


Linda Gordon

Linda Gordon is a highly regarded, subject-matter-expert in the gaming industry. During her 16 years with SCA Gaming, Linda has educated and helped casinos blend digital and technology-based promotional experiences with their traditional gaming offerings curated to combine best practices and brand distinction for optimum outcomes. This has allowed clients to increase market share, improve customer retention, and expand reach into new market segments.

Linda joined SCA after many years of successful work with Boyd Gaming where she served in senior executive positions in both IT and marketing. She has been responsible for initiatives involving multi-channel marketing solutions for CRM, player acquisition and evolution and the development of gateway processes to analyze program effectiveness.

Linda is known for creating vital client and industry partnerships in which relationships matter and the stated goals of the partners and project performance are intrinsically linked.

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Matt Holliday

Matt is the Director of Sales and Marketing at Franklin | Data Empowered Direct Marketing – one of the nation’s most innovative direct mail providers. In addition to his sales and marketing roles, he also oversees Franklin’s custom development and automation technologies – which is the cornerstone of their intense commitment to using technology and automation to drive down client costs and time-to-market. With 20 years of experience in customer service, technology, direct mail, and data management, Matt brings a wide variety of experiences to the table when working with clients to create successful direct mail campaigns.

Born and raised in Baton Rouge, LA, Matt is an avid LSU fan (Geaux Tigers!), which is also where he earned his bachelor’s degree in Information Systems and Decision Sciences.

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Mary Loftness

Mary Loftness is a 25-year veteran marketing strategist with extensive experience in Customer Relationship Management. Having spent her career driving the measurability of marketing and the need to define and track acceptable return on investment, she understands the need to quickly assess marketing issues and propose solutions which yield both immediate and impressive results. She learned the importance of effective value-based pricing and yield management, working with Radisson and Westin hotels. As Vice President of Relationship Management at Station Casinos, she knew how to combine direct marketing, an effective call center, and the web into a powerful marketing engine to drive both new and repeat customer behavior. She drove the project planning and launch of one of the first, and to this day, most successful multi-property loyalty programs in the industry. Mary’s company Profitable Customers,, has been providing CRM consulting to the gaming industry for more than 15 years.

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Matthew Olden

Matthew is the founder, president & CEO of Context Networks –  a Las Vegas firm developing and managing the first-ever programmatic advertising ecosystem delivered as a cloud-based, Platform-as-a-Service (PaaS) called the Contextual Promotions Media Network (CPMN)™. He has established the company’s vision to deliver a disruptive merger of blockchain technologies and native advertising to open the previously inaccessible digital marketplace to casino operators, lottery operators, and iGaming providers in the global gaming industry. An innovative technologist providing experience and critical thinking to successful management of digital products, Matthew’s experience extends past 20 years as a technologist who is either actively managing software applications or working with networking, OSes, desktops, servers, and enterprise applications.  Always innovating, he thinks outside the box for new paradigms and ways to view them.

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Justin Shank

Justin is a marketing expert specializing in digital marketing strategy, social media, and marketing technologies. He helps clients integrate social media and digital marketing into the overall strategic marketing plan. He enjoys working with tribes and business owners by implementing marketing strategies proven to grow their businesses and navigate the ever-changing world of digital marketing. Career highlights include launching websites, building digital marketing teams, developing email and text messaging programs, managing websites and mobile apps, social media marketing, advertising and publicity, event marketing, and enhancing digital marketing strategies. Justin is a frequent conference speaker in both the casino gaming and cannabis industries, speaking on topics ranging from marketing to customer service. Prior to his career in casino gaming and tribal economic development, he worked as a publicist in the entertainment industry and enjoyed bringing films, events, and talent to the Northwest. His bachelor’s degree is from Western Washington University.

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Jim White

As president and chief experience officer at Jim White Advantage, Jim brings more than 30 years of experience in hospitality operations across multiple industries and a true passion for treating each customer as his guest.  His expertise lies in understanding the nuances of customer service and creating customer experience programs focused on increased visitation and positive word of mouth recommendation.  While working in the casino gaming industry, he created a signature customer experience program changing the service culture of the organization and creating a connection between employees and customers.  Moving into the healthcare space, Jim spent time with skilled nursing and rehabilitation facilities perfecting the service culture in medical resort type facilities where he is credited with the creation and implementation of NPS-based programs with scores comparable to those at luxury resorts.

Jim, his wife and daughter live in Chicago. When not working, he enjoys traveling and spending time with his friends and family.

“Because no matter how small an act of kindness or generosity or simple positivity you put out into the world, it will make a difference.”
Wonder Woman

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