Case Study: Santa Ana Star Star@Home - 40% Increase in Play!

The Challenge

Santa Ana Star Casino is a 1,000-slot property located just outside Albuquerque, NM. In a highly competitive market, the enterprise is at a disadvantage in regard to amenities and size. While many properties offer hotel facilities, golf courses and large entertainment venues, Santa Ana Star has a casino, bowling center and a few restaurants. However, through sophisticated data-driven marketing initiatives developed with Wright Casino Marketing, the property has managed to grow at a faster pace than its much larger competitors.

To maintain its growth and competitive advantage, the casino sought an online/interactive method to engage prospective players and drive a visit to the casino.

Deliverables

• Direct Mail: A mailer was designed and sent to active and inactive database members, notifying them of the new program and encouraging participation to earn more Free Play.
• Collateral: Wright Casino Marketing designed and produced unique collateral that was distributed at the casino and at off-site concerts and events to drive on-line participation, club sign ups and, ultimately, property visits.
• Analytics: Wright Casino Marketing also established analytics to monitor site visits, time on site and many other metrics to measure response and associated casino play.

The Result

When compared to the same two-week period the previous year, overall coin-in increased by 40%...with a 63% increase in rated coin-in.

Incremental profit was over $75,000.

In addition, in the first two weeks of the program, the property captured nearly 5,000 viable email addresses. The property now has an effective and targeted email program to promote special events and drive more visits.