Midwest Casino
Beating the Odds: Cut Production Time in Half and Raise ROI to New Heights
CLIENT
A leading casino located in the Midwest, with more than 38,000 square feet of gaming area and operating 22 hours daily.
PROBLEM, CHALLENGE, OPPORTUNITY
Direct mail remains the "bread and butter" of the casino's marketing program, with some 600,000 pieces mailed annually to players, including monthly calendars, reactivation appeals, and greeting cards. Additionally, the casino administers an intricate network of 100+ variable combinations of data-driven graphics to apply personalization based upon player data. Originally each mailing was mass-produced "offset," then overlaid with laser personalization. The casino was disappointed with the results. The process was inefficient. Moreover, the hefty lead time prevented them from applying personalization based upon the players' most up-to-date information.
RESULT
As a professional gaming marketer, Gabriel Group understood not only the casino's strategic needs, but their production requirements as well. Gabriel Group recommended immediate streamlining of production through use of full-color digital printing with simultaneous personalization. Gabriel Group's stringent production and fulfillment standards assured exceptionally accurate processing and quality checks to manage both variable and one-to-one projects. Most notably, players' response rates rose to new heights - greatly outweighing the slightly higher digital printing costs. With production time cut in half and an increase in personalization, the new protocol had hit the jackpot.
Now in their ninth year of continuous partnership, the casino has recommended Gabriel Group to a number of high-profile firms.
Gabriel Group3190 Rider Trail South
Earth City, MO 63045-1518
Phone: 314-743-5700
Fax: 314-743-5800
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