EN  ROUTE  TO  BECOMING  

THE  BEST  CASINO  COMPANY  IN  THE  WORLD  

Recommenda)ons  for  Pinnacle  Entertainment's  Next  Genera)on  Web  Presence  

Presented  by  Edelman  and  ThoughtWorks  Partnership      
August  27,  2010  

WELCOME  
•  Introduc)ons  
•   Our  Assignment    
•  A  new  landscape  
•  The  Strategy  
•  The  Crea)ve  Solu)ons  
•  Our  Technology  Approach  
•  Suggested  Marke)ng  Support  
•  The  Budget  
•  Recap  
•  Open  Discussion  

2  

THE  ASSIGNMENT  
•  Engage  your  customers  with  an  innova)ve,  crea)ve,    
mul)-­‐brand  Web  solu)on,  supported  by  Pinnacle  brand  
consistency  
•  Propose  a  strategic  solu)on  
•  Outline  a  phased  delivery,  front  loaded  with  urgent  
deliverables.  
•  Illustrate  KPIs  
   

3  

EDELMAN  DIGITAL  +  THOUGHTWORKS:  A  WORLD-­‐CLASS  PARTNERSHIP  

4  

RESEARCH  

1995 Established

STRATEGY  

18 Countries

CREATIVE  

300 people

MARKETING  

COMMUNITY  

Digital Engagement & Advocacy

5  

EDELMAN  DIGITAL  

BUILDING  WORLD-­‐CLASS  EXPERIENCES,  BRANDS  &  BUSINESSES  

6  

EDELMAN  THOUGHT  LEADERSHIP  

7  

CONSULTANCY  

1993  Established  

GLOBAL  DELIVERY  

8  Countries  

1,500  people  

TRAINING  

PRODUCTS  

Mission  to  revolu)onize  the  IT  industry  

8  

THOUGHTWORKS:    

BUILDING  WORLD  CLASS  SITES  &  SOFTWARE  

9  

THOUGHTWORKS:  

HOME  TO  THE  BEST  KNOWLEDGE  WORKERS  IN  THE  WORLD  

Selenium

Web application testing system

10  

A  CHANGING  LANDSCAPE  

11  

THE  GAMING  LANDSCAPE  IS  EVOLVING  

12  

 
GAMING  SPEND  HAS  DECREASED;  
VISITATION  REMAINS  STABLE  

$  Billions  
$34.13    

$35    

$32.54    
$30.37    

$30    

$32.42    
$30.74    

$27.02    
$28.93    

$25.70    

$25    

$26.50    
$24.50    

8201

Apr  00   – Mar  01
Jan  02 – May  03

6664

May  04  – May  05

6814

May  06  – Jun  07

6916

Apr08     – Jun  09

6902
0

$20    
2000   2001   2002   2003   2004   2005   2006   2007   2008   2009  

2,000

4,000

6,000

8,000

Number  of  Casino  Visits  

Source:  AGA:  2010,  State  of  the  States,  The  AGA  Survey  of  Casino  
Entertainment;  Mintel:  Casino  and  Casino-­‐Style  Gambling,  2010  

13  

WHAT  YOUR  CUSTOMERS  ARE  SAYING  

14  

IDENTIFYING  THE  SOLUTION  
BARRIERS  TO  CONVERSION  

Reasons  that  U.S.  online  
travel  bookers  do  not  
complete  online  transac)ons.  
January  2010    
(%  of  respondents)  

Source:  PhoCusWright,  “Consumer  Response  to  
Travel  Site  Performance”  Sponsored  by  Akamai,  
March  26,  2010  

Final  product  price  and/or  fees  were  higher  than  I  was  willing  to  pay  
43%  
I  did  not  want  to  register  with  the  website  
11%  
Not  enough  inventory  (what  I  wanted  to  purchase  was  not  available)  
11%  
Website  was  too  slow/took  too  long  
11%  
Website  was  asking  for  too  much  informaKon  
9%  
Website  was  frustraKng/confusing  to  use  
9%  
Checkout  process  was  too  long  or  confusing  
6%  
I  was  unwilling/unable  to  give  my  credit  card  informaKon  online  
6%  
Website  crashed/Webpage  froze/received  error  message  
5%  
Other  
3%  
Have  never  abandoned  site  from  which  intended  to  make  purchase  
30%  
15  

PINNACLE  FUNCTIONAL  ANALYSIS  

16  

17  

18  

19  

STRATEGIC  PILLARS  
COMMUNICATION  

Experience  is    
the  differen)ator  
 

Performance  is  paramount  

Sell  breadth    
and  depth  

Efficiency  is  key  

Everything  is  social  

Reten)on  is  core    

Change  is  a  constant  

TECHNOLOGY  

20  

RETENTION  DEMANDS  GREATER  EMPHASIS  ON  
LOYALTY  AND  REWARDS  

21  

OUR  CREATIVE  RECOMMENDATIONS  

22  

mychoice  Home  
 
Click  here  to  preview  
 
View  all  crea)ve  online  

 

L'Auberge  du  Lac  
Concept  1  Home  
 
Click  here  to  preview  
 
View  all  crea)ve  online  

L'Auberge  du  Lac  
Concept  2  Home  
 
Click  here  to  preview  
 
View  all  crea)ve  online  
 

L'Auberge  du  Lac  
Concept  3  Home  
 
Click  here  to  preview  
 
View  all  crea)ve  online  
 

L'Auberge  du  Lac  

Sample  Interior  Page  
 
Click  here  to  preview  
 
View  all  crea)ve  online  
 

Pinnacle  IKnerary  Planner  
 
Click  here  to  preview  
 
Click  here  for  an  interac)ve  demo  
 
View  all  crea)ve  online  
 

REQUIREMENTS  DRIVE  TECHNOLOGY  

29  

WHO  WILL  USE  THIS  SYSTEM?  

30  

HOW  WILL  THEY  USE  IT?  
Browser    

 

Mobile  Device    
Property  Employee  

Casino/Hotel  Guest  
 

 

AnalyKcs  
IKnerary  Builder  

Hotel  Booking  

mychoice  

CMS  

ACSC  

Corporate/Property  Marke)ng  

Restaurant  Booking  
CRM  
Golf    Booking  
My  Choice  Rewards  
Earnings  

Spa  Booking  

31  

HOW  WE  WORK  

32  

VISUALIZING  THE  PROCESS  

New  wire  frane  

33  

AGREE  ON  VISION  AND  ROADMAP  

34  

MARKETING  SUPPORT  

35  

UNDERSTANDING    &  TARGETING  THE  CUSTOMER  

Influencers  

Media  
ConsumpKon    

Mobility  

Search  

Social  
Footprint  

 CRM  /  
Engagement  

36  

OUR  STRATEGIC  APPROACH  
NEW  AUDIENCE  REACH  

SOCIAL  
SEAMLESS  
VISIBILITY  

PAID  

OWNED  

TRUST  

CONTROL  

EARNED  

ONLINE  VISIBILITY  
By  serng  a  goal  of  seamless  visibility,    
we  reveal  immediate  opportuni)es    
for  visible  improvement  that  become    
the  founda)on  for  a  strategic    
digital  framework.  

BRAND  VOICE  
37  

MEASURING  SUCCESS  
Traffic-­‐
driving  

CRM  

METRICS  
METRICS  

Site-­‐side  

Transac)onal  

39  

A  COMPREHENSIVE  BUSINESS  SOLUTION  

Deliverables  
• Robust,  scalable  and  flexible  enterprise-­‐wide  web  platorm  
• CRM  Platorm  
• I)nerary  Builder  
• Analy)cs  
• Restaurant,  Spa  and  Golf  booking  engines  
• Mobile  Access  

40  

MORE  BOOKING  ONLINE  =  CALL  CENTER  SAVINGS  

25%  
50%  
75%  

95%  

Annual    Call  
Center  Savings  

50%  

$0  

$683,616  

%  FIT  Bookings:  

Call  Center  

$1,367,040  

Web  
41  

WEB  TRAFFIC  GROWTH  =  $$$  
If  the  current  conversion  rate  of  2.7  did  not  change,  but  visits  to  the  site  increased:  
Monthly  Revenue  Increase  
 $432,000    

150K  

 $324,000    

 $216,000    

 $5,184,000    

200K  
Unique  Visits  

Unique  Visits  

200K  

100K  

Yearly  Revenue  Increase  

150K  

100K  

 $3,888,000    

 $2,592,000    

42  

MYCHOICE  ROI  
MyChoice  Growth  

20,000  

$8,235,072  

$6,176,304  

Membership  

15,000  

$4,117,535  

10,000  

$2,058,768  

5,000  

1,000  

$0  

$411,754  

$2,000,000  

$4,000,000  

$6,000,000  

$8,000,000  

Poten)al  Incremental  Revenue    
43  

RECAP  
•  Created    strategic  pillars  to  guide  our  efforts  
•  Varied    crea)ve  solu)ons,  all  of  which  help  establish  a  
new,  func)onal  and    expandable  online  /  digital  presence  
•  Enhanced  content  with  an  intui)ve  customer  experience    
•  Commived  to  fast,  phased  delivery  with  flexibility  to  
adapt  to  new  technologies  and  changing  market  
dynamics  
•  We  work  hard,  play  hard  and  make  every  effort  to  
ensure  the  process  of  working  with  us  is  seamless  and  
rewarding  
•  Our  team  has  what  it  takes  to  help  you  meet  your  goals.    

44  

THANK  YOU.