Improving Brand Touch Points Linked to the Customer Experience

5th Annual Internal Branding & Employee Engagement

February 2011

In the beginning…

“God is in the details.”– Mies van der Rohe

“You make the promise. You keep the promise.”– Steve Wynn

“Presentation is EVERYTHING.”- Julia Carcamo

ISLE OF CAPRI CASINOS, INC.

Era of Riverboat Gaming

15 Properties…with Another on the Way

Strategic Plan

• Fortifying Financial Discipline• Building a Stronger Operating Company• Elevating the Customer Experience• Leveraging Human Capital• Repositioning the Brands

ELEVATING THE CUSTOMER EXPERIENCE

REPOSITIONING THE BRANDS

Leveraging Human Capital

• Dedicated to becoming the undisputed leader in customer courtesy in EVERY jurisdiction

See the training video.

HOW DO YOU SAY “CASINO”?

• How many states have commercial or tribal casino operations?

• Where do you think regional casinos make the most money?– A. Blackjack– B. Slots– C. Poker

• What about in Las Vegas?– A. Baccarrat– B. Slots– C. Shopping & Dining

• What do you think the target customer looks like?

• What does the game of baseball have in common with blackjack?

• What casino game is the sandwich closely associated with?

• What do you think the number one driver of casino visits is?– A. Cleanliness– B. Safety– C. Friendliness of staff– D. Fun environment– E. Winning

We have many opportunities to make a positive impression on a

guest.

Sue Z. WinnerHousewifePart Time ReceptionistColorado Springs, CO

Destination:Length of Stay:

She Likes:

Lady Luck Black Hawk2 DaysBuffet & Crazy Olives

What Are Her Touch Points?

• Doorman

• Bellman / Vestibule

• Front Desk

• Welcome Packet

• Room Key

• Open Door Impression

• Hotel Signage / Wayfinding

• Elevator

• Courtesy Call

• Dining on Property

• Nightlife

• Turn Down Service

• Wake-up Call

• Room Service

• Check-Out

• Follow Up

• Advertising

* Website

• Direct Mail

• Valet

• Ease of Parking

• Staff Interaction

Motivating Touch Points

Secondary Touch Points

TOUCH POINTS MAP

• Desk Set

• In-Room Directory

• In-House Channel

• Promotional Materials

• In Room Amenities

• Bathroom

• The Gaming Floor

• Meeting Rooms

EFFECT ON THE BRAND

MINIMAL MAXIMAL

Did she have fun?

LADY LUCK BLACK HAWK KNOWS HOW TO HAVE FUN!

Case Study

ANATOMY OF A BRAND

NAMELOGOBRAND IDENTITYPACKAGINGPRODUCTS AND SERVICES

The Visual Brand...

BRAND VALUESMANAGEMENT STRUCTUREINVESTOR RELATIONSMARKETING STRATEGYCUSTOMER RELATIONS

LOYALTY CLUB PROGRAM

KNOWLEDGE MANAGEMENT

DATABASE / CRM MANAGEMENT

TECHNOLOGY / TRACKING

RESEARCH

GUEST SATISFACTION SURVEYS

PLAYER DEVELOPMENT PROGRAMS

DISTRIBUTION

STAFF MOTIVATION

RECRUITMENT PROGRAMS

STAFF OPNION SURVEYS 360

HUMAN RESOURCES

BOH ENVIRONMENTS

The Experiential Brand. . .

The Visual Brand...NAMELOGOBRAND IDENTITYPACKAGINGPRODUCTS AND SERVICES

NAME

LOGO

BRAND IDENTITY

PACKAGING

BRAND IDENTIFIERS

Experiential Brand...

Visual Brand...

EASYPromotions

Service

Technology

Parking

Hotel Check-in

COMFORTABLEGaming Floor

Hotel

Food

Environment/Decor

Employee Interaction

VALUEFood

Offers/Club

Hotel

Games

FUNCelebratory Atmosphere

EntertainmentEmployee Interaction

GamesVisual Surroundings

IOC MANAGEMENT/PROGRAMS

MANAGEMENT STRUCTURE

INVESTOR RELATIONS

FREE CASH FLOW

SEE. SAY. SMILE.

CLEAN SAFE FRIENDLY FUN

ENTERTAINMENT

MARKETING PROGRAMS LOYALTY CLUB PROGRAM

DATABASE / CRM MANAGEMENT

TECHNOLOGY / TRACKING

PLAYER DEVELOPMENT PROGRAMS

MARKETING BY SEGMENT

STRATEGIC COMMUNICATION

RESEARCH

BOH INITIATIVES

What Do We Want to Be Known For?

FUN!

Creating Fun

• See.Say.Smile.• A Winning Environment• Live Music• Carnival-like Promotions

Chaching!

Music

Promotions

Promotions

Before & After

More Bang for your Buckis Always More Fun

• Kitt’s Kart features $1 hot dogs and sliders• Free beer at the entrance• Free Sunday BBQ

What we’ve learned

• Fun doesn’t cost very much.• You have to invest in human capital.• The brand can come to life in unexpected

ways.

Did she have fun?

www.twitter.com/jccarcamo

www.linkedin.com/juliacarcamo

www.juliacarcamo.wordpress.com

Julia.Carcamo@islecorp.com