NEWS FLASH
Calvert Marketing is a full service marketing communications company. We specialize in gaming and resort destinations, as well as Native American owned properties and Midwest riverboats and racinos. Our experience ranges from providing total marketing services to specific advertising needs. We have crafted acquisition- and retention-based programs, as well as internal casino merchandising, numerous promotions, bus programs and more. At the heart of the agency is a philosophy that has delivered results for our casino industry clients. Our goal is to integrate your property with our knowledge of marketing to increase revenue from each customer visit. We provide communications solutions to implement, or help you implement, dynamic casino promotions that will “Rock Your Property”!
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oday’s marketing opportunities call for a coordinated effort involving print, television, web, email, social media and more. In fact, today’s opportunities call for tomorrow’s solutions, and a strategic partner dedicated to helping your business evolve in this minute-by-minute world. We’re driven by results - Calvert Marketing knows marketing and branding— it’s what we built our own company’s success on. We believe every piece of communication, no matter the media, has to deliver real results with real successes. We’re interaction-oriented - We believe everything is interactive, so our communications must engage and influence behavior across multiple touch points. Our success lies in carrying out continued conversations wherever our consumers live, work and play. We know our audiences - We make our strategic decisions based on insightful behavioral, emotional and cultural research. Our data tells us what motivates our consumers, so we can create meaningful, measurable solutions based on intelligent and real customer actions. We have a unique ability to unlock opportunites that others have not yet seen. We put a process of evolution into
OVERVIEW OF SERVICES GRAPHIC/WEB DESIGN
CRM
• Print Advertising • Gaming Promotions • Outdoor Media • Corporate Identity Packages • Publications/Direct Mail • Website Design • Website Maintenance
• CRM Program Design • CRM Implementation/Training • Data Management • Database Design/Analysis • Database Analysis • Modeling and Segmentation • List Acquisition
MEDIA BUYING/PUBLIC RELATIONS
PROMOTIONS & SPECIAL EVENTS
• Brand Equity Building • Campaign Development • Strategic Media Purchases • Market Reach Analysis • Public Relations Planning
• Concept Development • Promotion Implementation, Oversight and Analysis • Custom Promotional Management Systems
PRINTING & PRODUCTION
RESEARCH
• Direct Mail Pieces • Collateral and Brochures • Slot Tournament Invite Design • Promotional Merchandise • Outdoor Media • Duratrans • Slot Toppers • Slot Danglers • Players Club Cards
• Secret Shopper Programs • Focus Groups • Intercept Surveys • Phone Surveys • Customer Comment Programs/Analysis GENERAL CONSULTING • Budget Development • Marketing Audits
“WE BUILD EXPERIENCES YOUR CUSTOMERS WILL NEVER FORGET“
SIMPLE, YET EFFECTIVE — A PROVEN FORMULA — We offer a wide range of services and a proven approach that includes planning, execution and measurement of marketing programs. By blending technology and communications with market dynamics, we tailor our client programs to their individual needs. This includes brand management, creative design, annual marketing and business plans and measurement by superior analysis. This approach gives us the capabilities to help you gain marketing efficiencies where they really count: your bottom line. — THE DISCIPLINE — Our consulting team is comprised of gaming, advertising, data processing, creative and direct marketing professionals. Through targeted messaging, social media, sound reinvestment rates, staff training and streamlined processes, we build unique and differentiated brands that are powerful and distinctive. — THE EXPERIENCE — Calvert Marketing has successfully worked with over 40 casinos, aiding in every aspect of the process from the opening teaser campaigns to system training to in-depth analysis. — THE OUTCOME — Great database marketing campaigns intelligently integrate traditional off-line marketing with online components. We’ll help you create effective direct mail campaigns that build brand loyalty, segment responders and create a dialogue with customers for on-going market research. — SOLUTIONS — If it is accepted by gamblers, we use it. We offer solutions to harness the power of the digital world to make your gamblers feel and experience the exceptional technical development available today. — CLIENT RELATIONSHIPS — When we launch a new client relationship, we perform a thorough analysis of the market, the competition and the situation. We ask important questions, explore innovative methods to build loyalty and reduce expense.This helps us add new dimension to campaigns and gambler relationships. Our collective knowledge helps us to focus on gambler relevancy. We seek those players who have the capacity to be loyal and who are genuinely engaged in the casino experience. This saves time and money and puts our clients on the right track quickly. — GREAT MARKETING — Great casino marketing is not about puffery, overselling or under-delivering the experience. It’s about real people who enjoy gaming because they have the time of their lives in a service-oriented and respectful environment. Don’t get us wrong...they want to win, but winning is an experience as much as it is monetary. We speak the gamblers’ language.
BRINGING PLAYERS TO THE DOOR MARKET RESEARCH Focus on unique segments by leveraging all data sources to discover unmet and underserved customer needs to fulfill their expectations by establishing a dialogue and identifying revenue opportunities.
ANALYSIS Market analysis of your database and comprehensive redemption analysis reports, identifies business opportunities, empowers decision-making and allows the evaluation of all aspects of your direct marketing campaigns.
CREATIVE SERVICES Provide full-service creative design for marketing campaigns, including: advertising, direct mail, email, mobile apps and websites.
PLAYERS CLUBS Design and revamp casino players clubs, providing customer service and benefits that effectively build loyal relationships between the casino and its customers.
OPERATIONS Provide support and knowledge on redemption procedures, tracking and ROI analysis of database offers and promotions, internal communications, employee marketing, transitioning to a new tracking system, property expansions and compliance regulations.
DATABASE MANAGEMENT Offer marketing managers more direct access to data and the analysis that leads to solutions to help you make better informed marketing decisions.
PLAYER REINVESTMENT Develop sound player reinvestment strategies with advantages that differentiate competitors and maximize revenue without eroding the bottom line. PROCESS ASSESSMENT Conduct intense research to scrutinize daily operations, talk with key staff members and study existing marketing strategies.This analysis reveals opportunities for growth and increased revenue.
ECOMMERCE Open a digital dialogue and create user functionality that eclipses the competition with an eye-catching and functional website optimized for search engines. EMAIL MARKETING Enable quick, efficient, powerful and cost-effective communication with your customers via HTML permission-based email. MARKET POSITIONING Identify the market position that fully supports the unique advantages of your casino and your environment, keeping your customers engaged with your property and brand.
PROMOTIONS Prepare promotions and create compelling revenue driven events including design, budgets, creative and gaming submissions.
MOBILE MARKETING Integrate new marketing initiatives to guests through mobile apps, trigger and proximity marketing.
ADVERTISING MANAGEMENT Provide full-service advertising design, trafficking and media planning whether it’s in-house or outside.
WEBSITES Design and implement engaging and interactive websites that sell the casino and offer customer functionality.
OUR SCORECARD 26
LAND BASED Casino & Hotel Clients
8
12
NATIVE AMERICAN Casino Clients
RIVERBOAT Casino Clients
4
17
PROPERTY OPENINGS
PLAYERS CLUB DESIGNED
14
CASINO WEBSITES DESIGNED
7
2
MAJOR EXPANSIONS
ASIAN CASINO CLIENTS
EXECUTIVE TEAM
TONY CALVERT President
Tony Calvert has an extensive background in advertising and marketing. For over 23 years, he has spearheaded marketing campaigns for a wide variety of companies, primarily of which, have been resort casino properties. He has the ability to see the strengths and weaknesses of any business. Calvert started working with the casino and hospitality markets during his tenure with CBO Communications, a Los Angeles based agency as their Art Director. At CBO, Calvert had the opportunity to focus on cutting edge creative for local, regional and national clients. He headed concepts and designs for the Las Vegas office and worked with top creatives in the Los Angeles office, codeveloping campaigns for the Stratosphere Hotel and Casino, MGM Grand Resort and Casino Las Vegas, and the Venetian Las Vegas Resort and Casino. While Calvert was with CBO, the agency of record for the Stratosphere Hotel Casino, it allowed him to strategically help reposition the property as it was under new ownership. Calvert came up with the new tagline “That’s Certified”. It was then integrated across media outlets in all of the resorts advertising pieces, including television and radio. It positioned the resort as one of the attractions visitors had to stay and experience on their visit to Las Vegas. After just one year of utilizing the “That’s Certified” campaign, the property saw a 32% increase in room sales, and a 26% increase in gaming revenue on designated gaming machines. Calvert also increased company sales for Warner Brothers International, by coordinating various international campaigns capturing markets throughout the United States, Japan and Asia. He solely created an international tagline “Show Your Character” for Warner Brothers that was integrated into all aspects of their cartoon characters’ merchandising. He has worked with a variety of clients such as Fox Sports, Hilton Hotels, Budweiser, Paramount Pictures and X-Files TV Series to name a few. Calvert’s casino experience broadened when his company, Calvert Marketing, was the Agency of Record for the Tropicana Resort and Casino in Las Vegas, Nevada. He conceptualized, designed and implemented advertising campaigns, marketing materials, corporate/product pieces and was an integral part in branding various promotions for the property. He was able to achieve a 130% increase in not only player memberships, but also increased the participants involved in weekly slot tournments. He reduced overall marketing expenses as a percentage of revenue by more than 20%, while still increasing revenues by more than 35% through effective analyses and strategic planning. Calvert is now offering the services of Calvert Marketing, a full-service marketing and advertising agency located in Las Vegas, Nevada. The company was formed to provide professional, creative and strategic marketing and advertising solutions in a cost-effective method to the resort hotel casino and hospitality industries to help them grow their brand and achieve maximum profitability. Calvert has a proven track record for conceptualizing and implementing strategic marketing plans and has an acute sense of not only how to attract business, but to ensure that marketing programs are effective and profitable.
EXECUTIVE TEAM
GARRET PETROV Chief Creative Officer
As Chief Creative Officer, Petrov is responsible for translating a company’s marketing objectives into creative strategies and designs. He determines the best way to visually present a company’s identity. He leads the communication, interactive design and layout concepts in all work assigned to Calvert Marketing’s clients. He guides our team of designers across all media platforms, including print, outdoor, copywriting and photography. As a team, they write, design, pitch, propose and implement creative projects to meet a company’s marketing needs. Petrov is responsible for not only managing the company’s creative team(s), but also developing the verbal and visual style of client work. He also is responsible for setting the standard for quality of work, client interaction, developing the company’s creative process and delivering projects on-time. Petrov oversees and manages the creative staff, as well as vendors, photographers, printers and freelancers; working with account executives to ensure clients’ needs are met; ensuring a project is on schedule; leading brainstorming sessions; meeting with team members; conceptualizing ideas; and assigning projects to staff. Now, as CCO, Petrov brings his extensive multi-national advertising experience to the clients who have grown through their association with Calvert Marketing. He is an asset not only to us here, but he is a great asset to our clients as his portfolio of creative work can be found in many global destinations throughout the world. He understands casino marketing!
MIKE STREET Chief Production Officer
Street, as the Chief Production Officer, is responsible for directing Calvert Marketing’s dayto-day work flow and keeps all the jobs organized and ensures deadlines are met. He has a keen ability to assess the individual capabilities of each staff member so that jobs and tasks are appropriately assigned. Calvert Marketing has a full staff of talented designers and Street manages the jobs they are working on to ensure we can maximize talents for each project. Street works closely with our clients and gets to know assigned advertising accounts, deadline requirements and unique product needs or specifications. He often consults with the art director to make sure that an idea is doable. He will review and approve all layouts with staff and the art director. Requests or needs for revisions or adjustments are discussed and agreed to all thru Street, he is our “point” man! Essentially, Street is responsible for ensuring the quality of each project, that it is completed on time and within budget. He informs the art director of any techniques that may pose production problems and offers solutions, alternatives or cautions. The pre-press layout is then prepared to obtain estimates from printers and other related suppliers.
KEY PERSONNEL
GREG WATSON Account Services Director
Watson began his professional career with the President Casino in Davenport, Iowa. During his casino career, his desire for growth and advancement took him to three different states in the Midwest where his job duties and responsibilities increased accordingly. Watson joined the Slot Department while still in college and found his niche in Guest Services. After being promoted to Slot Supervisor, he transferred to St. Louis, Missouri, to assist with all aspects of pre-opening including installation and operation of 1500 machines. During the preopening stages, he also cross-trained in all aspects of the Casino including Table Games. After opening, he was promoted to Slot Shift Manager and was responsible for hiring, training and managing a staff of 80, consisting of Slot Supervisors, Service Representatives and Attendants. After five years with the President Casino, Watson went on to Station Casino in Kansas City, Missouri, which at the time was the fourth largest casino in the United States. He again participated in all aspects of start-up operations for the Slot Department and was involved in drafting and implementing internal and external departmental policies and procedures. Watson’s next start-up operation took him to the unlimited gaming environment in Michigan City, Indiana, with Blue Chip Casino. He was promoted to the position of Executive Host in the Marketing Department in recognition of his superior guest service skills. In this role, he developed guests as repeat customers and ensured exemplary guest service by consistently handling guest comments, questions and disputes. He also was responsible for special events and promotions. In his current position with Calvert Marketing as Director of Account Services, Watson has been able to maximize his customer service and communication skills while serving as the main contact on client accounts. His experience in the gaming industry also allows him to respond quickly to client needs and to identify the most effective and efficient ways of completing projects.
JOE VALES
Operations Manager
As Operations Manager, Vales is most often called upon to improve Calvert Marketing’s operational effectiveness by streamlining business work processes, procedures and improving information transfer between internal departments. He is an active participant in helping internal departments work more efficiently, which in turn, helps the rest of the staff to focus on what they do best. Vales helps to facilitate company wide goals by taking part in strategic planning initiatives and aligning strategies with internal resources. Vales plays a pivotal role in cost-based management practices and takes an active role in the financial management of the company by overseeing and developing annual budgets in conjunction with department heads. He often works side-by-side with finance to ensure that budgets are maintained and adhered to. Every company needs someone to manage their day-to-day operations. Vales is our man. Whether it’s aligning company wide goals and objectives to internal resources, eliminating redundant work processes and procedures, streamlining reporting structures, reviewing departmental and program budgets, or even just enacting plans to reduce overall business costs, there seems to be no end to an operation manager’s responsibilities. Rest assured, Vales has it covered.
KEY PERSONNEL
RANDALL MAHAFFEY Director of Strategic Marketing & Research
Mahaffey began his professional career with Station Casinos in Missouri holding positions of increasing responsibility. During his tenure with the company he advanced from a front-line service provider to holding both the Database Marketing Administrator and Business Analyst positions. In addition, Mahaffey performed a critical roll in assisting with the implementation of the CDS Player Tracking System at several Station Casino properties. Mahaffey left Station Casinos to accept a position with Empress Casino Joliet as Marketing Systems Manager. In this position he was responsible for analyzing all aspects of marketing and making recommendations to increase profitability. Based on the profitability of the direct mail programs he was quickly promoted to Corporate Database Marketing Manager with responsibilities for two casino properties with a combined database in excess of one million records. While in this position he continued to oversee all marketing analysis as well as oversee all aspects of the more than two million mail pieces that Empress mailed annually. Mahaffeys’ knowledge of several leading casino systems (CDS, LGS, LSI, ACSC) allowed him to develop casino loyalty programs which maximized the functionality of the player tracking system in order to help increase revenues. Mahaffey has a proven history of utilizing casino systems to develop aggressive, yet cost-effective marketing and direct mail programs.
TAMMY TASOTA Public Relations Manager
As public relations manager, TaSota plays an important role in communicating the company’s message. In this effort, she utilizes all forms of media and communications. She researches, writes press releases and makes sure they reach the target audience. TaSota is actively involved in preparing publicity brochures, handouts, promotional videos and multimedia programs that serve to reach the company’s policies to the public. TaSota also forms an important bridge between the company, the media and other organizations. She answers all questions related to the company’s strategies. Besides managing the company’s publicity strategies, she also evaluates the advertising and promotional programs and ensures that they are compatible with the target audience. TaSota also supervises the efforts of her own team in maintaining the company’s corporate image and identity.
STRATOSPHERE Hotel & Casino Las Vegas, Nevada
PROJECT: Logos Restaurants Promotions Slot Tournaments Bars
AMERICAN SUPERSTARS (LIVE SHOW)
PROJECT: Outdoor Media American Superstars Show at Stratosphere
TROPICANA Hotel & Casino Las Vegas, Nevada
PROJECT: WINE & ROSES SLOT INVITATIONAL
JOKERS CASINO
PROJECT: Player Posters Outdoor Transit
BLACK BEAR Casino Resort PROJECT: Duratrans Media “A Whole New Species” Promotional Series
Caesars Palace Hotel Casino PROJECT: News Print Ads
RESTAURANT & DINING BILLBOARDS
PARAGON Casino Resort PROJECT: Players Card
MGM GRAND Casino PROJECT: “The Circus” Show Invite
MANDALAY BAY Hotel Casino
PROJECT: Asian Tourism Outdoor Transit Posters
PALMS Hotel Casino
PROJECT: Tournament Invite
ARIA Hotel Casino PROJECT: Slot Tournament Invite
SOLAIRE Resort Casino
PROJECT: Promotional Posters
Galaxy Macau
PROJECT: Print Ads
Thailand Ministry of Tourism
PROJECT: Airport Duratrans
UTAH Tourism
PROJECT: Print Ads
NEWFOUNDLAND Tourism
PROJECT: Print Ads
SUMMERLIN Las Vegas
PROJECT: Outdoor Media
SUMMERLIN
TASMANIA Las Vegas PROJECT: Tourism Posters
HOTELS
HOLIDAY INN Hotels
PROJECT: Print Ads for Restaurants
ACOR Hotels
PROJECT: Print Ad Campaign
NEW ZEALAND
VENICE
TOKYO
COLUMBIA
CHINA
BANGKOK
Hilton Hotels International
PROJECT: Print Ads
PAWS UP The Resort
PROJECT: Print Ad Campaign
Santa Monica Beach Hotel
LOEWS Los Angeles
Santa Monica Beach Hotel
PROJECT: Print Ad Campaign
BOCA RATON Las Vegas
PROJECT: Print Ad Campaign
DIGITAL MEDIA
WIND CREEK Casino
PROJECT: Digital Media
TURNING STONE Casino
PROJECT: Digital Media
TRUMP Resort Hotel
PROJECT: Digital Media
CLUB MUNDO Casino
PROJECT: Digital Media
Barona Casino
PROJECT: Digital Media
Blue Square Casino
PROJECT: Digital Media
The entire staff at Calvert Marketing would like to thank you for your time. If you have any questions, please feel free to reach out to us. We’d love to hear from you!
Corporate Office: 2250 E. Tropicana Ave. Bldg. 19 Suite 345, Las Vegas, NV 89119 Toll Free: (702) 672-7591 Email: info@calvertmarketing.com
International Office: Shantex Center 88 South Zunyl Road, Suite 2602 Shanghai, PRC 200336 CHINA Phone: +84-1264-3712-82 Email: info@calvertmarketing.com
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