CLIENT: Harrah’s Cherokee Casino Resort

Harrah’s exciting casinos, the Harrah’s Cherokee Casino Resort and Harrah’s Cherokee Valley River Casino & Hotel, located in Western North Carolina.

WHAT DO THEY OFFER?

Jobs. Or more to the point, our role with these two casinos is to entice interested prospects into working in a variety of positions requiring a wide range of skills and talents. These casinos offer the thrill of betting it all on black or taking in world-class entertainment. There’s dining ranging from fast to fine, exquisitely appointed rooms, shopping, and excursions into the nearby Great Smoky Mountains National Park. And each guest experience needs capable, friendly staff.

THE ELEMENT EFFECT:

Element was hired to offer fresh strategic perspectives, insights, and creativity into the employment marketing platform of these Harrah’s casinos. By realigning marketing dollars away from mediums that weren’t as effective, Element quickly combined a new digital advertising footprint with humor and honesty, encouraging applicants to HarrahsCherokeeJobs.com and a host of locally offered job fairs. How’d Element do? Here’s Harrah’s Cherokee Casino Resort’s Talent Acquisition Manager Jan Stubbs: “We needed an infusion of new ideas, a fresh perspective, and strategy. Element presented out-of-the-box ideas that were consistent with where we wanted to take our messaging.”

STATS + HIGHLIGHTS:

The digital campaign, which launched August 6, 2018, quickly began to produce real evidence it was working. In little more than a month’s time, website sessions were up 41%, and users soared, up 60%. New users, perhaps the most important metric, grew to/by 64%. All told, the new campaign has produced 1,322 site visits with a click-through rate of .14% (very high by industry standards). Thanks to implementing geofencing as a digital tactic, the CTR was .43% with 160 site visits.