Situated between Oklahoma City and Dallas on route I35, the WinStar World Casino and Resort has grown steadily as has the 15 other gaming and entertainment brands throughout the Chickasaw Nation. Forward thinking in the gaming industry, the Chickasaw Nation was immersed in player and reward card programs as well as, internal operation improvements and needed to understand the impact and opportunities of their activities in both the online and offline world, in the digital context.
As creative and experiences director the research and discovery processes resulted in a robust, forward-looking document outlining opportunities for gamers and non-player, event marketing possibilities plus a digital design system and roadmap for the organization.
BRAND FRAMEWORK: Customer Research, Business Intelligence & Insights, Engagement Strategy, Measurement and Analytics
CONTENT FRAMEWORK: Audit & Insight, Marketing & Content Strategy, Data Strategy, Content Mapping, Journey Mapping, Design System, Roadmap and Rollout Plan
PLATFORM FRAMEWORK: Technology & Integration Plan, Vendor Recommendation, Roadmap and Rollout Plan,
OPERATION FRAMEWORK: Design System, Workflow Mapping, Onboarding, Training and Administration
Digital marketing, data, development, and design framework for all Chickasaw Nation gaming and entertainment brands.
Users see a new brand image and experience a more intuitive engagement. While in the background the new design system and framework speed products and offers to market while capturing user activities, passive and active for use in product development, customer service, and the overall customer experiences.
One of the key pillars in the new framework was an event promotion and management framework to better distribute relevant content to the user. This new digital framework solved many technical and architectural problems while giving the users new UI tools for greater flexibility in discovery and organizing their events and promotions based on topic and interest.
As part of the on-premise experience, the casino encourages players to join the Rewards Program for coupons, discounts and more. This was limited to on-premise participation. This concept was extended to all users creating a lead generations tool with upselling and onboarding tied to the on-premise reward program. Thought these journey users are rewarded along the way.
Like many other organizatoin there where both cultural and technical hurdles to overcome to achieve their goals. With that in mind, a short-term roadmap included the creation of a "Near Me" mapping component. While the long-term integration roadmap included on-premise wayfinding technology.
One of the many marketing insight recommendations was the cross-promotion and bundling of events with other resort and casino services. As part of the retooling of the event framework, these features were built-in. Now the Chickasaw marketing team can bundle events, dining coupons, hotel stays, etc. into a unique offer with all brands cross-promoting from one system.
Digital Brand Ecosystem
Chickasaw Nation gaming now understands its impact and opportunities of its new technologies plus the addition of a design system and framework that can grow with their technology strategy. More digital and data-fist marketing resources for more accessible content marketing, administration, and data analysis.
Users experience more robust engagement with the brand. Offering timely and relevant information for players and non-player that energizes excites and inspire the user to schedule and plan their next visit.
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