Every promotion. Every campaign. Every offer. They all start with one question: What are we trying to achieve—and how will we know if we’re winning?
In this session, we’ll demystify what success looks like for your database and your programming. You’ll learn how to assess player behavior, align your goals with revenue potential, and design smarter, more efficient campaigns that drive results—not just activity.

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.

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Your database tells you what’s happening inside your four walls—but what about the players who never walked through your door, or who used to but now visit your competitors? This eye-opening, hands-on session pulls back the curtain on real-world data and the invisible patterns of your local market. Using advanced geoframing technology and live market insights, we’ll explore how casino marketers can identify trip splitters, recapture lost players, and understand exactly where they’re winning—or losing—market share.

This isn’t a pitch. It’s a real-world walkthrough of how properties are using mobile-location data to:

• Benchmark performance in high-value zip codes

• Identify true competitive sets (not just the ones you think you have)

• Build smarter re-engagement and conquest campaigns

• Answer tough questions like: “How many gamblers drive past our property?”

Attendees will get a guided look at how this technology works using anonymized or client-approved examples. Then, they’ll participate in an interactive exercise to identify their own top battleground zip codes and design a targeted campaign concept based on what they’ve learned.

If you’ve ever said, “We know our players,” this session will show you what you’re missing—and how to find them again.

Session Coach:

Justin Woodard, ACS Gaming

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What good is all that data if we cannot use it to influence decision-making and create meaningful shared understanding? This session will explore how to introduce greater visualization, contextualization, and significance to our reporting and analysis. Leveraging data to forge simple, important insights is crucial in telling our story and influencing decision-makers. Participants will learn practical ways to bring their data to life and prepare for their next presentation or key project approval.

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.

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You don’t need a production team to create great content—just your phone, your eyes, and a plan. In this hands-on session, you’ll learn how to use the camera in your pocket to capture 10 simple, purposeful shots and turn them into a short-form video that’s polished, on-brand, and primed for engagement.

You’ll walk through the creative process from idea to edit:

• Understand the story arc that keeps viewers watching

• Learn shot composition, pacing, and transitions that elevate your footage

• Capture content around the casino (or use existing assets if preferred)

• Edit in real time using beginner-friendly mobile tools like CapCut or InShot

• Leave with a ready-to-share video and a reusable shot list template

Whether you’re filming a food special, showcasing an event, or highlighting a giveaway, this session will boost your video confidence and unlock a repeatable content strategy you can use again and again.

Bring your phone—and your curiosity. It’s time to shoot.

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.

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Survey tools like SurveyMonkey have made it easier than ever to collect feedback—but easy access doesn’t always mean useful results. In this hands-on session, you’ll learn how to design smarter surveys that deliver actionable insights, not just responses.

We’ll cover:

How to frame questions that lead to clear, usable data

Common mistakes that skew results (and how to avoid them)

What types of surveys to use for different marketing goals

Live demo: Build a real survey from scratch in SurveyMonkey

Tips on interpreting and acting on your data

Whether you’re measuring guest satisfaction, testing brand perceptions, or getting feedback on a promotion, this session will help you go from DIY to data-driven—without the guesswork.

You’ll leave with a survey template, better questions, and the confidence to launch your next research project with purpose.

Session Coach:

Julia Carcamo, J Carcamo & Associates

Julia Carcamo is a casino branding expert and the author of Reel Marketing: The Art of Building a Casino Brand. As president & chief brand strategist at J Carcamo & Associates and founder of Casino Marketing Boot Camp, she aids casinos in building and maintaining engaging brands and tactical marketing programs. Following a successful tenure at Caesars Entertainment, where she developed the initial brand architecture for Harrah’s core brands, including Total Rewards, she answered the call from Steve Wynn to open his signature resort, Wynn Las Vegas. She was at the helm of the reinvention of the Isle of Capri house of brands, introducing new brands, successfully connecting with new and inactive customers, and reintroducing the iconic Lady Luck Casino brand. Recognizing the impact the Hispanic market is having now and will have in the future, she has co-founded espÑOLA, a Hispanic marketing and engagement agency.

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Today’s players don’t think in channels—they think in experiences. From email to app, website to on-property signage, every touchpoint shapes how your customers feel about your brand. But creating a seamless digital journey doesn’t happen by accident—it requires a clear blueprint.

In this session, we’ll help you map out your property’s digital ecosystem and understand how each piece connects (or should connect) to support the guest journey. Whether you’re starting from scratch or refining an existing setup, this session will give you the clarity to build smarter.

You’ll learn:

The must-have components of a casino’s digital ecosystem

Where the breakdowns usually happen—and how to fix them

How to align internal teams around a shared omnichannel vision

A hands-on exercise to map your current digital presence and find key opportunities

By the end, you’ll have a working draft of your own ecosystem map—plus the knowledge to turn it into an experience your players will notice (and return for).

Session Coach:

Robert Christiensen, Choctaw Division of Commerce

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You don’t need to be a data scientist—or even a tech whiz—to start using AI in your day-to-day marketing. This hands-on session is designed for casino marketers who are curious about artificial intelligence but unsure where to start. We’ll walk through practical tools that can help you generate ideas, save time, and reduce repetitive work, so you can focus on the creative and strategic thinking that really moves the needle. You’ll leave with a confidence-building starter pack and prompt templates you can use right away.
What we’ll cover:
·      What AI is (and what it’s not) in plain English
·      Everyday tasks you can offload to AI (copywriting, lists, summaries, recaps)
·      How to craft prompts that get better results
·      Tools to explore: ChatGPT, Canva Magic Write, Grammarly, and more
·      How to spot the line between helpful and harmful AI use
Bring your laptop or phone—we’ll be trying it out live!

Session Coach:

Jordan Crahan, Shank Marketing

Jordan is a digital marketing and game theory enthusiast who spends his days leading client work at Shank Marketing. Over the past year, he has become obsessed with the transformative potential of AI for his clients and has spent what he admits is “an alarming amount of time” exploring all the possibilities. Jordan excels at demystifying complexities and delivering proven results for Shank Marketing’s clients, and he wants to help you achieve the same for your business. A former TEDx speaker, Jordan brings a unique and insightful perspective to any challenge he faces and looks forward to sharing with bootcamp attendees everything he has discovered.

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