Case Study - Cahuilla Casino
ASTONE worked closely with this small, compacted tribe located in southeastern California to design a strategic marketing plan. Surrounded by a cluster of sophisticated tribes and casinos, Cahuilla was faced with a number of obstacles, including its small size and insignificance due to geographic location amid neighboring casinos.
ASTONE conducted exhaustive research and focus groups within Cahuilla Casino’s market to understand the following questions:
- What is the decision process when choosing one casino over another?
- Are there any "gaps" this casino could fill that would cause some differentiation between it and the other casinos?
- How should it position itself against the competition?
The resulting insights ASTONE gained from the research allowed for the following to be successfully completed:
- Complete redesign of the logo
- Establishment of a unique marketing position
- Key messaging designed
- Tag lines developed
- Product/player recommendations
