CASE STUDIES

Advertising

"People like us do things like this" - Seth Godin
My goal as an advertising professional is to develop strategies that combine brand awareness with audience engagement to support profitability. Campaigns are crafted to inform, persuade, and/or remind consumers what our brand did best to meet their needs vs. our competitors. Here are examples of positioning campaigns I oversaw at Pala Casino, operating with an annual budget of $5M -$7M.
EXPERIENCE SCOPE: - Agency Management - Budgeting - Media Planning/Placement - Print Design & Production - Collateral/Point of Purchase - Digital/Online Marketing - Promotional Design & Merchandising - Guest Experience/Event Emcee

Value Positioning

Pala positioned itself as a true resort destination that offered world-class entertainment in a clean, safe, and energetically fun environment. Where other properties were larger and in higher-density population locations, we delivered the campaign promise of personalized service and guest experiences our competitors could not provide, allowing us to maintain and grow market share in that niche. Outbound: television, outdoor, newspaper, magazine, earned social, paid digital, and display advertising. Inbound: email, paid ads, social media, landing pages, and content marketing.
:30 Television Commercial

Disruptive Positioning

Clear Channel Outdoor San Diego, and I partnered with the North County Transit District to introduce a new, one-of-a-kind advertising medium to the marketplace. We wrapped the NCTD’s Coaster and Sprinter commuter train lines in Pala Branding that ran along San Diego’s 41-mile coaster rail line and 22-mile Sprinter commuter rail that serviced California’s Highway 78 corridor. This $1.2M campaign delivered an estimated 8M impressions per 4-week period.
Blue Line Commuter Rail/San Diego
Sprinter Commuter Rail/San Marcos

Quality Positioning

In 2023, as part of their continued partnership with NASCAR, Pala Casino sponsored the Pala Casino 400 NASCAR Cup Series race in Fontana. This race put our brand into the national spotlight alongside other major national brands. Our advertising campaign earned a 1,817% ROAS. This campaign included network TV commercials, NASCAR radio advertisements, OOH, print, property collateral, and digital marketing elements.
:30 Television Commercial
Outdoor Board Sample

Differentiating Positioning

From 2021 – 2023, I oversaw Pala Casino’s title sponsorship of the Temecula Valley Balloon & Wine Festival. Our title sponsorship established Pala Casino as a community business leader and partner, created brand awareness within the casino’s inner market with over 40,000 attendees in its 3-day span, and generated brand loyalty with increased trips and revenues.
:30 Television Spot
Temecula Promenade Mall Banners

My Approach to Advertising

Vision
While advertising takes many forms, the goal always ties back to profitability. As strategy is the logic behind your profitability plan, advertising is the pulse that breathes life to that plan.
Data
Know our customers, and what they really want. Then use that information to speak to each customer 1-on-1, and create impact moments that inform, persuade or remind them of why they want you.
Process
Advertising is the process of persuasion. Once you understand what triggers your customers to act, send them the right message, at the right time, using the right channel to make it happen.