I believe we’re in an age where the traditional resume is no longer enough. This presentation is my first step at building a collection of case studies to highlight work from roles I’ve held over the course of my career. While my work roles have spanned agency, brand and service supplier sides of the fence, and my titles have been all over the map, my work experience can primarily be categorized in four areas: (1) applied analytics (database / marketing), (2) event marketing, (3) experiential / out-of-Home and (4) partnership Marketing. I've been fortunate in my career to learn from the best and to have gotten to play in some pretty big sand boxes. An eternal student, I love learning and sharing what I have learned with others. Hit me up if you have question, ideas or opportunities.

1. In our World Where Experience Matters
Real Work Real Results
The following case studies are a sampling of work experience

2. Table of Contents
• Advertising
• Applied Analytics
• Casino Marketing
• Experiential Marketing / Out-of-Home Advertising
• Partnership / Sponsorship Marketing

3. • Increase casino visits by Golden Nugget
24 Karat Loyalty Club Members
• Provide Loyalty Club Members additional
access options to view the Rewards
catalog
• Promote hotel bookings and the latest
hotel entertainment events
Objectives
• Increased repeat-stay bookings, show
ticket purchases and amenities claimed
by 24 Karat Club members
• Increased rewards redemption activity
• Positive feedback from members
regarding convenience of the mobile
application
Results
• Designed mobile application with a
special section for 24 Karat Club
members
• Included rewards information and ability
to book rooms
• Featured interactive lineups of all of the
entertainment events, amenities, deals
and promotions
Solution
Golden Nugget Mobile App For Loyalty Members
Analytics, Mobile APP
Creation, Website
Design
Approach

4. Challenge
• Wynn Resorts wanted to achieve better results
from its direct marketing efforts by increasing
bookings and total summer revenue
• The casino also wanted to find a way to
recognize past guests most likely to respond to
a direct marketing offer
Approach
Solution
• We conducted a comprehensive customer
database analysis and segmented past guests
based on their previous purchase behavior
including seasonality, room rate, total folio
spend, recency of visit and lifetime frequency
of visits
• This analysis led to the development of a
strategic direct marketing campaign
Results
• Mail quantity and associated direct marketing
expenditure was consistent, but the number of
responders nearly doubled
• The number of bookings was 1.55 times greater
than the year before, actually increasing by nearly
40%
• Total revenue for the summer campaign was 1.8
times greater than the year before
Wynn Resorts Leverages Advanced Analytics
Applied Analytics

5. Challenge
• An upscale hospitality client was faced with
significant abuse of comp offers.
• A high share of new guest prospects offered
comps responded, visited, spent the value of
the comp and nothing additional
Approach
Combining the power of the client’s
transactional level data with outside data
sources and custom analytics modeling we
were able to identify likely comp abusers from
the client’s prospect data sources
•Key Objectives
• New Customer acquisition
• Improve campaign ROI
• Preserve Revenue
• Reduce Marketing Cost
Results
•Revenue from comp’d prospects was maintained
•Comp abusers were reduced by over 25%
Applied Analytics -
Casino Marketing
Improving Campaign ROI via Suppression of Comp Abusers

6. Casino Marketing
ValetNoir Revolutionizes Casino Junket Industry
Challenge / Background
• In 1999 the casino (and casino enthusiast
landscape) was fragmented
• Harrah’s published their first casino customer
study, Profile of the American Casino Gambler
• Brands had zero visibility into casino customer
wallet beyond their properties
• The first OTA had launched, yet casino hosts did
not have email and Las Vegas lacked online
booking capabilitiesD
Key Objectives
• Build a 360 degree profile of players & gaming
enthusiasts including cross brand player
preferences, demographic, psychographic and lifestyle
data
• Leverage advanced online database marketing and
proprietary CRM tools to scale the casino junket
business
Approach
• ValetNoir launched an online portal offering tools
for casino customers to organize their players club
cards, play and travel preferences
• Through a nationwide multi-media plan (TV, Print,
OOH, Online, Social) customers were encouraged to
register online to “get the comps they deserved” by
uses a VN independent host
• VN gained junket licenses with every major casino
brand and cruise ship
Results
• VN ranked 3rd largest (in terms of theoretical yield)
junket operator in Harrah’s Entertainment Rep Network
at a time when junket reps brought in 40% of brand wide
gaming revenue (within 3 years)
• The ValetNoir database of gaming & gaming
enthusiast exceeded 700,000 customers with
complete profiles
• Profiles fields included personal information, gaming
preferences, travel preferences, cross brand actual
play history, travel companions and more
• ValetNoir was slated for an IPO on AIM in 2007 prior
to economic downturn

7. ValetNoir Revolutionizes Casino Junket Industry - Continued
 Proprietary & Patented Online Database of Qualified Casino Customers
 Dynamic Web Interface for Targeting Casino Offers based on Player Preferences
 Identify true “Player Wallet” by Accessing Cross Brand Actual Play
 Qualified Customers all with Email Addresses
Press & Chatter
 31 ValetNoir, Ltd. Plans AIM Listing on London Stock Exchange
Business Wire
 ValetNoir Shares Technology View Here
 ValetNoir Expands to Las Vegas - Launches Patent Pending Search
Feature PRNewswire
 ValetNoir Launches Member's Only Lifestyle Magazine; RFB
Magazine Will Reach 60,000 Top Tier Elite Members Click Here
 ValetNoir and America West Vacations Team Up for Vegas Vacation
Packages View Here
 Peppermill Hotel Casino Teams Up With ValetNoir Click Here
 Las Vegas Advisor: Hearing Good Things About ValetNoir & Host
Jaime K. View HereValetNoir Commercial:
http://youtu.be/0nZznQByyoQ

8. TaylorMade Product Launch “4.0 Go Low Golf Shoe “
Program Objectives & Components
• New Product Launch: 4.0 Go Low Golf Shoe
• At Event Product Trial & Shoe Sales
Media Components
• Popup experience at driving range staffed with PGA Instructors
• Onsite Brand Ambassadors
• Branded Golf Carts transporting guests from the parking lot
Launch exceeded
shoes sales by
3.2X projections
Experiential / Event
Marketing

9. Posterscope Las Vegas Market Launch
• Kick off Luncheon
– 225 Attendees
– Sold-out Event
– Largest Attended Event in AAF- LV Club history
• Las Vegas Road Show
• Multi-channel Outreach
• Resulted in 7 C-level Presentations
• Results: $1.35 Million OOH Billings within 180 Days
• Wynn Resorts, South American Airport Domination
• Madame Tussauds Digital & Transit Campaign
• Taylor Made Golf, Go Low 3.0 Brand Launch
• Press
• ADWEEK Magazine
• Media Post News
• Media Life Magazine
Multi-Media Market Launch

10. National Out-of-Home Campaign – Transit Advertising
OOH - Campaign

11. Gatorade Brand Immersion
Gatorade placed directly in consumers hands
Gatorade Brand Immersion
• 2 LA Double Decker Full Wraps
• Gatorade Brand Ambassadors
• LA Street Team for Product
Sampling
High Profile Los Angeles Route
• STAPLES Center
• Hollywood Walk of Fame
• Kodak Theater
Market Experiential Campaign – LA Street Teams
Experiential Marketing

12. Out-of-Home Campaign– New York City
Pimped Out Rims Created For HBO
OOH - Campaign

13. HP & Disney Pop-Up Brand Immersion Town Square
• Build a Branded Experience
• Reach Tourists & Las Vegas residents
• Located on South Las Vegas Blvd.
• Las Vegas newest shopping complex
Consumers using an HP lap
top and signing up for free
Disneyland tickets for their
birthday.
HP & Disney
Brand Ambassadors
Event Marketing

14. First Major Las Vegas Strip Property Diversity Marketing Initiative
- Launch of dedicated landing page with customized offers for the LGBT Segment
- Fostered formal partnerships with diversity organization like GLAAD, IGTLA, and Out Travel
- Enrolled over $5a0,000 in support from current suppliers: Budweiser, Ketel One, Malibu Rum
- Celebrity Guest Appearance: Jackie Warner from Bravo hit show Workout
- Event Launch: Las Vegas Pride 2007, 450 attendees at Luxor’s first LGBT Pool Party
Website & LGBT Marketing Launch http://www.luxor.com/lgbt/
Event / Partnership /
Diversity Marketing

15. - Launched Luxor media offerings (wallscapes & digital signage) direct with Out-of-
Home Media Agencies delivering $1 Million to the bottom line
- Standardized pricing and packaging of property assets (exterior signage, casino floor
promotions, entertainment integrations, F&B integrations, hotel collateral, in room
messaging, interactive offerings and more) for sponsorship packages
Partnership Marketing – Monetizing Luxor Assets
Partnership Marketing

16. First Ever Co-Branded High Limit Casino Gaming Salon
Produced to celebrate the once in a generation release of Dom Perignon's
Oenotheque Vintage, photographer Karl Lagerfeld with the help of supermodel pair
Claudia Schiffer & Brad Koenig, bring to a life the of the realm of the possible for a
royal couple board with every day life yet ready to experience a little fantasy as only
Dom Perignon can ignite.
Largerfeld’s artwork, set the tone for the design elements of Luxor’s high limit gaming
salon including, but not limited to a champagne bar with an extensive by the glass
menu of Moet Hennessey champagnes and spirits, branded table felts, playing cards
engraved LVMH barware and the first ever commerical display of Largerfeld’s Ad
Campaign
Partnership
Marketing

17. Thank you for stopping by.
For inquires or to catch up with me directly:
https://findingmyfire.com
jjaimelynne@yahoo.com
702-789-9601