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Wind Creek Casino Increases Business from Loyalty Program Members - PODi Case Study

January 17, 2013
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Vertical Market: Travel & Entertainment
Business Application: Direct Marketing/Traffic Generation/Loyalty

Business Objectives
Wind Creek Casino, located in Alabama, has a loyalty program—“Players Club”—that offers members special offers, access and privileges. To generate business and foster stronger customer relationships, Wind Creek needed a direct marketing campaign that would:
  • Increase casino traffic on specific dates
  • Collect customer information
  • Solicit email and phone opt-ins for future marketing

Results
Wind Creek Casino partnered with Visions to create a cross-media campaign that drove recipients to a personalized URL.
  • List Count – 48,605
  • 31.3% visit rate – recipient went to Personalized URL
  • 30.8% response rate – Recipient completed online form
  • Opt-ins for future communications
    * 14,985 email
    * 8,264 home phone
    * 3,412 cell phone
  • 2,217 coupon redemptions for a redemption rate of 14.8%
  • 552% ROI        

Campaign Architecture
A personalized postcard was sent to recipients directing them to a Personalized URL for their gaming offer. The Personalized URL provided users a secure landing page with login. Users gained access to their customized site and supplied the information necessary to enter the sweepstakes. At the same time, each site captured additional opt-in contact information for future marketing promotions.

As the final step in the campaign, respondents received a follow-up email with guaranteed winnings details and information on a second chance drawing. Subsequent personalized emails were sent prior to drawing dates to serve as reminders.

Offer
The promotion encouraged recipients to visit their Personalized URL for guaranteed free play winnings and a chance to win a $10,000 prize sweepstakes. To encourage business on the casino’s slow days, Mondays and Tuesdays, special offers were made for those days of the week.

Target Audience & Messaging
The target audience for this campaign was Players Club members for the Wind Creek Casino & Hotel. The campaign encouraged Players Club members to “Log In & Cash Out.” The dollar amount of the member’s free play award was based on the amount of play that individual had done in the casino.

Creative
Key elements of the design:
  • Personalized URL highlighted on front and back of postcard
  • Gender- and age-specific photos
  • Messaging that featured the recipient's name

Source: PODi
This case study is available to our readers courtesy of PODi. PODi is a worldwide initiative helping member companies generate exciting ideas and applications to build profitable digital printing & marketing solutions businesses. While overall print volumes are in decline, PODi members are learning winning strategies for print-on-demand, marketing operations and full-service direct marketing.
 
Find out more about PODi Membership at www.podi.org.
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©2013, Caslon, a PODi Affiliate. All Rights Reserved.
 

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