Marketing programs can only go so far without true investment from line-level employees. Here are three case studies of marketing programs that were rolled out from the line employees to the guest. Delivered at Marcus Evans Internal Branding & Employee Engagement Summit April 2012.

1. Julia Carcamo Jim White
Vice President of Brand Marketing Vice President of Guest Satisfaction

2. A CULTURAL REVOLUTION

3. A CULTURAL REVOLUTION
When the new management team took over,
they embarked on a rebuilding program.
The vision: Making Isle of Capri Casinos the most courteous
operator in EVERY jurisdiction in which we operated.

4. A CULTURAL REVOLUTION
We needed a hospitality and employee engagement
program that was, in a word…
UBIQUITOUS.

5. A CULTURAL REVOLUTION
We embarked on one of the biggest initiatives
in company history.

6. A CULTURAL REVOLUTION
The goal: Making every guest experience a memorable one using
the tenets of basic hospitality to enhance the guest experience.

7. A CULTURAL REVOLUTION
In addition, this long-term objective of creating a culture of
outstanding courtesy was key to enhancing the company-wide
image and raising shareholder value.

8. A CULTURAL REVOLUTION
THE CHALLENGE
To create an energizing and informative program for
diverse functional areas of customer-facing employees that could
still touch those who weren't customer-facing.

9. A CULTURAL REVOLUTION
It needed to include everyone on the staff.
EVERYONE.

10. A CULTURAL REVOLUTION
The courtesy program needed to be
SIMPLE, MEMORABLE AND FUN.
Plus, it had to work anywhere.

12. QuickTime and a
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See.Say.Smile.picture.
are needed to see this Training Video

13. A CULTURAL REVOLUTION
THREE SIMPLE KEYS
1. Look the guest in the eye
2. Smile as we handle the guests’ needs
3. Provide a fond farewell

14. A CULTURAL REVOLUTION
THREE IMPORTANT POINTS ABOUT SEE.SAY.SMILE.
• It was the first time the concept of engagement
was introduced into the Isle of Capri culture.
• Top down ownership from the CEO and the Chairman of
the Board was THE driver to success.
• Involvement permeated the entire company all the way
down the line.
It gave us the avenue to create symbols of success.
Plus, a little friendly competition never hurts.

15. A CULTURAL REVOLUTION
Last year, we shared the story of how our employees had
taken the brand pillar of fun and OWNED it.

17. A CULTURAL REVOLUTION
We learned that when employees understand and own the brand,
THEY CAN RUN WITH IT.

18. A CULTURAL REVOLUTION
Recently, we took a look at our food offerings.

20. A CULTURAL REVOLUTION
We saw that 25% of our guests
eat in our buffets.
Of all of our offerings, outside of the slot floor,
the buffet is where we have the biggest opportunity to
influence the guest experience.

21. A CULTURAL REVOLUTION
We got our Corporate team together…
Then, we got our GMs together…
TO TALK…TO
SHARE…TO LEARN.

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Food Fascination
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24. What fast food restaurant is credited
with introducing the first modern-day
drive-thru window?
A. McDonald’s
B. Burger King
C. Wendy’s

25. In which country is spilling salt
considered good luck?
A. Austria
B. Japan
C. Chile

26. How many teaspoons of sugar does
the average North American consume
every day?
A. 9
B. 19
C. 29

27. How many different animal shapes
are there in the “Animal Crackers”
cookie zoo?
A. 15
B. 18
C. 21

28. What did McDonald's restaurants
first introduce in 1968?
A. Egg McMuffin
B. Big Mac
C. Happy Meal

29. What breakfast food gets its name
from the German word for “stirrup”?
A. Bagel
B. Waffle
C. Pancake

30. When Birdseye introduced the first
frozen food in 1930, what did the
company call it?
A. Iced food
B. Frozen food
C. Frosted food

31. Which is the most recognized smell
in the world?
A. Popcorn
B. Peanut Butter
C. Coffee

32. What fast food restaurant was literally
founded in a broom closet?
A. Dairy Queen
B. Papa John’s
C. Subway

33. When the power goes off, how long
will food in your refrigerator stay cold
enough to be eaten safely?
A. 4 to 6 hours
B. 6 to 8 hours
C. 8 to 10 hours

34. A CULTURAL REVOLUTION
WE BROKE IT DOWN…
1. Food Preparation
2. Procurement
3. Talent
4. Cost vs. Experience

35. A CULTURAL REVOLUTION
They took the message
back home to their properties.

36. A CULTURAL REVOLUTION
And gardens started springing up as…
OUR FIELD OPERATORS BEGAN
TO OWN THE VISION.

38. A CULTURAL REVOLUTION

39. A CULTURAL REVOLUTION

40. A CULTURAL REVOLUTION
We started in Boonville, MO and created
the first Farmer's Pick Buffet.
Five more on the drawing board.

42. QuickTime and a
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Farmer's Pick Buffet see this picture.
are needed to Marketing Materials

43. A CULTURAL REVOLUTION
THANK YOU
For more information, please contact:
Julia Carcamo Jim White
Vice President of Brand Marketing Vice President of Guest Satisfaction