CASE STUDIES

Social Media Marketing

"Good content isn't about good storytelling. It's about telling a true story well." - Ann Handley
My goal as a social media marketer is to generate earned media and - the holy grail of marketing: word-of-mouth advertising. Social behavioral science teaches us we all live with a need to belong, to be respected, and to be part of something bigger. There is no better digital avenue for personal expression and community building than social media's many channels. There's an online conversation happening somewhere about each industry. The objective is to be a key player in that discussion and use it to generate profitability.
EXPERIENCE SCOPE: - Strategy- Planning & Publishing- Listening & Engagement- Journey Mapping/Content Creation - Analytics & Reporting- Paid Social- Content Creation- Brand Standard/TOV- Influencer Marketing Program

Tangible Value

Although 'likes', 'shares', and 'retweets' are important, the main objective of Pala Casino was to achieve measurable results from its social media marketing investment. One of the ways we accomplished this was by utilizing social media advertising to boost ticket sales for our various concerts. For example, during the recent New Year's Weekend celebration featuring iconic artists Kool & The Gang, we managed to sell out Pala's 1,800-seat indoor venue in just 15 days.15 days.

The Results

+50,784

Reach

+5,693

CTA Link Clicks

+556

Reactions

+$0.13

Cost per Link Click
  • Post Engagements: +60,549
  • 3-sec Video Plays: +54,202
  • Link Clicks: +5,693
  • Post Reactions: +556
  • Mobile App Feeds: +48,104
  • Facebook Reels: +896

The Execution

This is just one of several examples where we successfully drove ticket sales and trips through data-driven ads. Targeting our key demographics and target areas on Meta, I received response rates well above the national average and successfully achieved our goal in a relatively short period of time.

Pala Casino 400 Selfie Contest

As part of our marketing strategy for the Pala Casino 400 NASCAR Cup Series race, I crafted a selfie contest on FB and IG. The goal of this contest was to generate top-of-mind awareness of our partnership with NASCAR, build upon brand awareness, and drive visits to the casino floor. Participants were asked to visit the casino and take a photo with our branded #17 Ford Mustang, for a chance to win a share of $15,000, including the top prize of $5,000. The contest was held for 2 weeks - 1 week for submissions and 1 week for voting.

The Results

+137

Participants

+784

Views Online

+13,188

Reactions/Engagements

+38,312

Reach
  • Participants: +137
  • Reach: +38,312
  • Reactions/Engagements: +13,188
  • Link Clicks: +688
  • Views: +784
The Execution
This IG and FB contest succeeded in creating engagement, interactions with the brand, and participation in the contest. Although it was a relatively short contest, lasting just 7 days, we accomplished our goals of driving trips to the floor and generating additional revenues.

Influencer Campaign Management

During my tenure at Pala, I crafted its initial influencer program, managing a portfolio of influencers, ranging from slot influencers, travel, foodie, and lifestyle bloggers who would visit our property, share content with their fanbase, and live stream on various channels. Channels were vetted to ensure that their core values and product quality remained consistent with Pala's, and that their audiences met Pala's demographics. This result was introducing our brand to a new player base resulting in visits to the property and additional revenues.

Copywriting

Over my 23 years of experience in Pala Casino's marketing department, I served as the department's main copywriter. My experience has taught me that effective communication is about being concise and creating a meaningful, human engagement with those you serve. Understand the tone of the brand, and speak with intentionality. To quote one of my mentors, when it comes to copy "More is just more..." Below are areas where I've served as a copywriter.
Press Releases
Brand Messaging
Website Copy
Company Letters
Collateral/Direct Mail
Pitch Decks/Presentations

My Approach to Social Media

Vision
Once goals are defined and numbers are assigned to key metrics, successful social media advertising strategies include understanding each platform's capabilities, researching competitors, and building consistent messaging to develop your 1/5/10 yr vision and remain relevant in the marketplace.
Data
Enhancing user engagement begins with harnessing the power of big data analytics. Dissecting which platforms reach which audience, what content resonates with users, and what CTAs drive engagements allows you to craft better personalization, sentiment, and improved customer support across all channels.
Process
After analyzing each platform and its audience, I believe in creating strategies around hyper-personalization, and real-time marketing. Hyper-personalization allows you to create a stronger bond with your guests as they receive content designed "just for them. Real-time marketing ensures you are staying relevant in the marketplace and can respond to emerging opportunities or potential crises.