WSI Wisdom Book English Version | Page 19

Goals and Challenges:
Before working with WSI, Mardi Gras Casino
and Racetrack in Florida, USA was not ranking
on the first page of Google in the very
competitive gaming and entertainment market
of South Florida. At the time, they had modest
traffic to their 40-page site that was built
without Conversion Architecture and
inadequate search engine optimization (SEO).
They were not running a pay-per-click (PPC)
campaign, conducted very little social media
marketing and did not have a blog.
Mardi Gras Casino and Racetrack in West
Virginia, USA opened a brand new hotel in the
summer of 2010. WSI was assigned the task of
generating reservation requests as well as
raising overall awareness of the property.

The Solution:
For Mardi Gras Florida, WSI created an entirely
brand new 100+ page site as part of a
comprehensive online marketing program. We
developed a creative concept that provided
powerful Conversion Architecture to the site
focusing on their key profit centers. We wrote
100 pages of original keyword-rich content
and continue to make daily content updates to
the site.
Since the launch of the site, WSI began
managing all of their social media marketing
including: creating new Facebook and Twitter
pages, posting to them on a daily basis,
developing exclusive Facebook and Twitter
promotions and running Facebook ads. We
also manage an ongoing PPC campaign, a link
building program as well as write, optimize and
distribute content on their blog weekly.

For Mardi Gras West Virginia, we launched a
pilot PPC campaign to generate phone call
reservations for their new hotel

The Results:
In less than 6 months, Mardi Gras Casino in
Florida has gone from barely appearing on
the first pages of search results to appearing
on page 1 for over 50 search terms. In many
cases, they dominant the first page appearing
multiple times with results from the site, blog
and video channels. The volume of site traffic
during this initial 6-month period has
increased over 300%.
At the Mardi Gras West Virginia hotel, our
PPC campaign was just as successful. Our
conversion goal is to generate phone call
requests for reservations. In the first 4
months of the PPC campaign, we have
generated an average of 122 calls per week
at a cost of $2.38 per call. These results have
provided an outstanding ROI for the hotel.
They expanded the budget for PPC for 2011.
We will also be launching a comprehensive
integrated online marketing program for the
West Virginia property including a new 100+
page site.

WSI Consultant:
PETER V. DECRESCENZO
Florida, USA
www.wsi-onlinesolutions.com

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