CASE STUDIES

Digital Marketing

"Stop interrupting what people are interested in and be what people are interested in. " - Craig Davis
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: - Digital/Online Marketing Strategy- Agency Management- SEM/Process Workflow- Journey Mapping/Content Creation - Media Planning/Placement- Print Design & Production- Digital/Online Marketing- Landing Page Development- Influencer Marketing Program

Project Overview PALA Casino 400

This 4-week campaign's goal was increasing awareness of Pala Casino's brand, Pala's partnership with NASCAR, and driving casino revenue. I directed all aspects of this campaign, from the process workflow design to the design of actual creatives. I managed our agency on search strategies to attract quality leads, designed the landing page, provided all written content/copy and content optimization, and worked with the agency on analytic reporting. We obtained a 30% conversion rate and a 226% ROI.

The Results

+30%

Conversion Rate

+224%

ROI

+7.3X

Customer Acquisition Return

-38%

Optimized Spend Reduction
  • Sessions: +5,107
  • Total Players: +1,549
  • New Players: +145
  • Reactivated Players: +120
  • Engagement Rate: +28%
  • Impressions: +18,212
  • Mobile Conversions: +87%
  • Desktop Conversions: 12%

The Execution

Our CEO was very clear with his expectations for this campaign. He wanted to drive top-line casino revenues to the bottom line. This was achieved by optimizing the ad expense through SEO, content optimization, and weekly response analysis. In the end, we reactivated 120 players, brought in 145 new players, generated $32K in net revenues, and reduced budget spending by 37%.

Project Overview Familia Pala Campaign

This 6-week hiring campaign's goal was to fill open positions within Pala Casino's Hospitality Team. I directed all aspects of this campaign in partnership with Univision. I crafted the process workflow with the agency and utilized channels that best reached our target audience. This campaign consisted of television, email, as well as paid digital ads with robust videos and testimonials from actual team members for authority and social proof. All channel content was tied directly to the campaign landing page and the casino's employment webpages to make applying online seamless.

The Results

+416,530

Impressions

+6,427

Clicks

+11,390

Open Emails

+200

Applications
  • Impressions (Google): +5,374
  • CTR (Google): +25.47%
  • CPC (Google): -$3.26
  • Impressions (YouTube): +164,717
  • Views (YouTube): +52,450
  • CTR: +0.15%
  • Impressions (FB): +83,826
  • CTR (FB): +4.31%
  • E-blast Open Rate: +18.22%

The Execution

The agency and I developed a data-driven digital marketing strategy focused on content and engagement to help support the hiring initiative. The response was immediate and impacting. Focusing on the strategy of delivering the right message, to the right audience, at the right time, through the right channel proved effective for this campaign, which was measured as a great success.

My Approach to Digital Marketing

Vision
While digital marketing is only starting to evolve into a new standard of marketing communication, the method to success remains constant. Clearly understand your goal, eliminate barriers, and share your narrative through engaging and compelling content.
Data
Data is king in digital advertising. The only way to optimize top and bottom-line profitability is to constantly analyze your strategy, optimize your content, conduct SEO audits, have clear CTAs, and understand your target audience by knowing who they are, where they are, what they like, and how to reach them.
Process
Personalize your lead nurturing whenever possible to enagage more potential customers, and move qualified leads along the journey through your conversion funnel. Leverage omnichannel marketing to attract qualified prospects and reengage guests who may have been inactive to grow conversions and loyalty.