CAESARS PALACE By: Jake Flynn

Sources and Thanks:Scott, David Meerman (2011-07-26). The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly (p. 47). John Wiley and Sons. Kindle Edition., CaesarsPalace.com, The New Media Driver’s License Resource Guide by Richard T. Cole and Derek Mehraban

Background on Vegas Location

Owned and operated by the Caesars Entertainment Corporation based in Paradise, Nevada

Also own and operate casinos under the same franchise name Caesars Palace in Windsor, Ontario, Canada and Atlantic City, New Jersey.

Opened August 5, 1966 3,690 Rooms in six towers 166,000 ft sq of gaming floor Several permanent shows and restaurants

Problems & Goals

Problems: No one major problem in particular just

maintaining current customer base and relevant, top of the line luxury facilities and reputation

Goals: Attract new customers and retain current

customer base Attract casino goers who will become

members, get a Caesars Gold card and be repeat visitors

Target Market

The target audience of Caesars is all adults ages 21-100

Staple customer has been and always will be the gambler.

We focus mainly between ages 21-75 because we cater to an active and outgoing lifestyle client.

We want clients who enjoy having a good time spend money while their out

Campaign/Budget

Caesars Palace (Vegas) is the entertainment group’s number one priority

Money will be virtually no issue with around $15,000,000 plus to spend this year minimum.

Best tools and people in the industry Caesar’s (corporation) has an annual

advertising budget of between 20-25 million dollars and sometimes that just per casino

$8.9 Billion annual income

Social Media

Cheap and Easy Direct line of

communication with customer

We plan to have accounts on: Facebook Twitter (Caesars LIVE) Instagram LinkedIn Pintrest Vine YouTube

LinkedIn: BIG IDEA

Most people use LinkedIn to ‘get to someone’ in order to form a partnership, make a sale or get a job”

BUT…we could use it to “give something” to someone.

We can use LinkedIn to offer: discounts, competitions, contests, business

partnerships, community service and YouTube videos among other things.

The people on LinkedIn are exactly the kind of people we want to target

Most likely employed or have been recently which means they have $$Money$$

Viral Campaign & Blogs

In addition to on our website and social accounts I believe every piece of material we publish online should have a direct link to a Caesars sponsored blog.

The Internet is like a giant focus group with unrestrained customers offering up free information

Audience can directly respond to our posts with comments and responses of their own

Series of Web Videos and Banner Ads with the tagline “Bigger Than Vegas”, funny and enticing

We also plan to sponsor many online ads so they appear often and front and center on Twitter and Facebook.

PR, Website & Google

We will use SEO and SEM in addition to Google PPC ads so we have a very strong Google presence and can make sure we can evaluate our ads.

Google is involved in all aspects of the internet so taking advantage of their social tools like Google+ or their advertising measurement tools will be essential to the success of the campaign.

All of our social media sites will also link back to our world class website and both the site and the social media accounts will have “Book Now” links and capabilities as often as possible.

Giving people the opportunity to buy now and to do so online without having to talk to anyone will make them more likely to make an immediate purchase. As well the ability to make reservations 24/7 can lead to impulse buys from late night bookers. Who frequent Vegas.

The blogs, websites, social accounts will all also be linked to create a sense of community and transparency which is good PR.

Summary & KPI’s

Summary of elements and expectations Measurability KPI’s:

Google Ad Tracker and PPC tools Number of rooms booked vs. this time last year Number of rooms available Number of players on the floor Time spent on casino floor per average guest Dinner and show reservations Money made on the casino floor

Questions ???