Isle of Capri Waterloo

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Cross Media and PURLsForIsle Casino Hotel
Waterloo
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Cross Media CampaignInitial Database

• Internal database extracted
• External database purchased
• This will be the highest quantity initiative of
  the campaign
• Responses to this initiative will dictate the
  volume of future campaign steps

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Cross Media CampaignTool Overview

• Uimage
• PURL Site (Personalized URL)
• Automated Marketing Data Collection
• Dynamic Mapping
• Blast Email
• Text Messaging
• Case Studies
• Snackinar
• Tri-State University
• Response Rates

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Cross Media CampaignUimage

• Dynamic Designs
• Photoshop Variable Image File
• InDesign Layout
• Non-rasterized text layer
• Specified fields of any database

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Uimage Technology


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Cross Media CampaignPURL Site

• Personalized URL
• Typical HTML based web site
• Fields designed to pull and gather information
• Specified Fields of a database

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PURL Site


Michael,
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Cross Media CampaignPURL Site Data Collection

• Automatic data feeds at pre-scheduled intervals
• Additional tagged information
• Date of login
• Time of login
• Data received in a pre-planned orderly manner

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Data Collection


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Cross Media CampaignDynamic Mapping
Insert a map with route information from the
recipient address to your event location
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Cross Media CampaignBlast Emails

• HTML based emails sent to data list

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Cross Media CampaignText Messaging

• Your database of cell phone numbers
• Text message and reminders delivered immediately

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Response Rates Current State

• Recipients are exposed to 3,000 marketing
  messages a day Peppers Rogers
• 78 of mail is opened over the trash U.S.
  Postal Service
• Direct marketing response rates have fallen
  below 1 Direct Marketing Association
• The average annual customer defection rate is
  now more than 16 American Customer
  Satisfaction Index

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Response Rates Cross Media Benchmark Results

• Case studies
• Xerox Snackinar
• 3800 names in initial list
• 43 response rate
• 31 attendance from campaign
• Pantone, Inc.
• 7.9 response gt Increase from 2 standard
  response
• 81 increase in sales
• 79 of respondents provided valued market input
• Paul Lundy Communication Engineer Case
• 145 reduction in mailing costs
• 25 increase in ROI

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Student Recruitment CampaignCampus Visitation
Tour
Touch 1 Personalized Invite Mailer
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Student Recruitment CampaignCampus Visitation
Tour
Touch 2 Personalized Web Page
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Student Recruitment CampaignCampus Visitation
Tour
Touch 3 Personalized Web Registration
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Student Recruitment CampaignCampus Visitation
Tour
Touch 4 Personalized Confirmation Mailer
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Student Recruitment CampaignCampus Visitation
Tour
Touch 5 Blast Email Reminder 72 hours prior to
event
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Case Study XEROX - Snackinar
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Cross-Media 11 ComponentsSnackinar Campaign

• Direct Mailer Envelope Label
• This mailing label was applied to the first touch
  mailing that was sent directly to potential
  clients.

Mailing Label
Touch 1 Direct Mailer with Personal Label
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Cross-Media 11 Campaign Architecture - Snackinar
Direct Mailer Poster
www.xerox.com/snackinar/Bill2
Poster/Invitation - Front
Poster/Invitation - Back
Touch 2 - Personalized Web Page
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Cross-Media 11 Campaign Architecture - Snackinar
Touch 3 - Personalized Web Page
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Cross-Media 11 Campaign Architecture - Snackinar
Touch 4 - Personalized Web Registration
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Cross-Media 11 Campaign Architecture - Snackinar
Touch 5 - Personalized Web Confirmation
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Cross-Media 11 Campaign Architecture - Snackinar
Front
Touch 6 Confirmation Personalized Postcard
with Reactive Imaging
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Cross-Media 11 Campaign Architecture - Snackinar
Touch 7 Personalized Gift at Shows
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Online Reporting

• Reporting can be as advanced as needed
• Multiple data fields
• Charts
• Real time

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Email Reporting

• Advanced email blast reporting
• Google Analytics reporting

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Aaron, thank you for your time to review our
presentation. We are ready to discuss Cross Media
and PURLs further when you are and are very
excited of the possibility to work with you
andthe Isle Casino Hotel Waterloo.