This case study demonstrates how WSI Internet Marketing Consultants Peter and Vin DeCrescenzo were able to increase the web presence, website traffic and market share for Mardi Gras Casino in Florida and West Virginia through their digital marketing program.

2. PROFILE
Mardi Gras Casino
Hallandale Beach, Florida
 Established in 1942
 Over 70,000 sq. ft. of gaming, slots,
poker, entertainment, dining and
greyhound racing
Mardi Gras Casino & Resort
Cross Lanes, West Virginia
 Greyhound Racing
 Over 60,000 sq. ft. of gaming, poker,
slots, table games, dining and
entertainment
 Luxury 150 Room Resort

3. OBJECTIVES
 Advance industry market share
 Increase website traffic & search engine rankings
 Establish unified and consistent digital marketing strategy
 Target local FL & WV markets and snowbirds
 Build Awareness & Bookings for Grand Opening of WV Luxury Resort
 Combine On-site promotions with online campaigns to increase floor-play
 Manage Online Brand Reputation
 Increase Social Media Presence & Engagement
 Update Technology
 Research Potential Online Gaming Program

4. PROJECT TIMELINE &
INITIATIVES
• Launched & SEO’d
brand new 100+ page
sites for each
property
• Creative concept that
provided powerful
Conversion
Architecture with
focus on key profit
centers
• Setup Google
Analytics to monitor
Search Traffic results
• Implemented PPC
Campaign to
generate hotel
reservations
2010
2011
• Built Mobile Sites
• Launched Social
Media Corporate
Training Team
• Developed strategic
online reputation
management
program
• Ongoing Content
Marketing
• Launched Mobile App
• Refreshed web design to
target sophisticated and
progressive cliental
• Implemented
Personalized Pages for
Players’ Club Logins
• SMS Campaigns to build
mobile database
• Setup Google Authorship
for key employees
•Added Online Dinner
Reservations capabilities
for Main, Mobile and App
• Moved sites to Joomla
version 2.5
2012
2013
• Weekly YouTube
Videos
• Mobile App: Push
and GeoFencing
• Online Gaming
Assessment
• Online Event
promotions; Toys in
the Sun Run,
Comedy Challenges
and Concert series.

5. WEBSITE DESIGN
Where They Were…
 No Conversion Architecture
 No Focus on Profit Centers
 Inadequate SEO
 No Social Media Integration
 Outdated Design & Technology
 Lacked Unified Branding

6. WEBSITE DESIGN
WSI Marketing Driven
New Website Design
Redesign
Integrate
Launch
Launched 2 brand new 100+ page websites (1) for each property
Redesigned websites with creative concept that provided
powerful Conversion Architecture
New Contemporary Design Focused on Key Profit Centers Slots,
Racing, Dining, Players Club and Luxury Resort in West Virginia
Integrated Social Media; Facebook, YouTube, Twitter, etc.
Launched Corporate Website

7. • Case Study

8. SEO
Where They Were…
 Not Ranking on Page One for Google Search Results for Important Non
Branded Terms Within Market; i.e.: “Slots Fort Lauderdale”, “Casino
Hollywood”
 Inadequate On and Off Page SEO
 Poor Site Traffic
 Google Analytics Not Being Used
 Lacked Keyword Targeted Content
 Infrequent Website Updates
 No Blog

9. SEO RESULTS
WSI SEO Program, In Just 6 Months…
 Increased Website Traffic by Over 300%
 Page 1 Ranking for over 50 targeted terms
 Dominate Page 1 with multiple results from website
pages, blogs and videos for terms
 Integrated Google Analytics & Monthly Reporting
 100+ Pages of Keyword Targeted Content
 Integrated Blog & Online PRs
 Daily Website Updates

10. SEO

11. SEO

12. PAY PER CLICK
ADVERTISING
The Strategy for Mardi Gras West Virginia Hotel:
WSI launched a pilot PPC
campaign to generate phone
call reservations for their
new hotel

13. PAY PER CLICK
ADVERTISING
In the first 4 months of the campaign,
WSI generated about 122 calls per week
 The average cost per call is only $2.38
 Provided tremendous ROI and near full
hotel bookings

14. MOBILE MARKETING
Where They Were…
No Mobile Version of Websites
No Mobile Applications
Poor Website Traffic from Smart Phones
and Tablets
High Bounce Rate for Mobile Devices

15. MOBILE MARKETING
WSI Award Winning
Mobile Marketing Program
Built Mobile Websites for Each
Property
 Dramatically Increased Web
Traffic and Bounce Rate From
Smart Phones and Tablets
 Improved Mobile User
Experience
 Integrated Resort and Dining
Reservation capabilities
SMS/Text Marketing

16. MOBILE MARKETING
Built Mobile Apps for each
property
 iPhone & Android
 Integrated Live Racing Data
and Video
 Implemented Push
Notifications
 Added Resort and Dining
Reservation Capabilities
 Incorporated Personalized
Players Club Points Look Up

17. MOBILE MARKETING
2012 Mobile Marketing Award
Mardi Gras Casino Mobile App

18. SOCIAL MEDIA
MARKETING
Where They Were…
Under a 1,000 Facebook fans
Infrequent Posts & Poor Fan
Engagement
Very Little Twitter Activity
Infrequent YouTube Video Posting
Lacking social media presence on
additional platforms; G+, etc.

19. SOCIAL MEDIA
MARKETING
WSI Award Winning
Social Media Marketing Program
Increased Facebook Fans by 6k+ in both states
and fan activity
Updated Existing Social Media Accounts
Consistent With MG Branding
Launched Additional New Platforms; Pinterest,
Instagram, Google+ & More
Managed Daily Postings
Produced Weekly YouTube Videos
Ran Social Media Contests to promote events,
new slot launches and onsite promotions
Social Sharing of Content, Blogs, Videos, Etc.

20. SOCIAL MEDIA
MARKETING
Social Media Corporate
Training Team (STARS)
Conduct Monthly training meetings
to develop and implement integrated
marketing campaigns
Team Members Represented Each
Department:
•Marketing
•Players Club
•Promotions
•Poker
•Slots
•F & B
•Resort

22. ONLINE REPUTATION
MANAGEMENT
Built and Claimed over 100+ online
directories for each property
Established continual campaign to
monitor brand reputation

23. CONTENT MARKETING
Blogs & Web Pages
Maintain daily content updates to
websites
Post weekly Blog posts for each
property
Google Authorship
• Implemented Google Authorship
for key employees
• Built and maintain G+ accounts
• Established webpage authorship
for key profit centers

24. CONTENT MARKETING
Produced Original Videos
Weekly YouTube Video Posting
Infographics

25. ONLINE EVENT
PROMOTION
Toys in the Sun Run
World’s Largest Motorcycle Parade
Hosted at Mardi Gras Casino
•SMS/Win $1500
•Facebook Check-ins/World Record
•QR Code/Download Mobile App
•Facebook Photo Contest
•Increased Facebook Likes by over
2K
Comedy Challenge
•Online Wild Card Voting System
MG Concert Series
•SMS Contest

26. WHY WSI?