Optimizing an Existing Portfiolio
The challenges presented to Catalyst were:
1. Develop a long-term strategy with a detailed activation plan to ensure full utilization of all sponsorship activation and to identify underperforming sponsorships from which budget could be recaptured.
2. Optimize each partnership moving forward to ensure that it aligns with the core Foxwoods objectives in each market, whether those are driving awareness/ adoption, conversion, or a retention via the most efficient and logical media avenues.
3. Foster cross-departmental and cross-discipline alignment internally at Foxwoods to drive higher ROI.
First, we developed and executed highly successful integrated media and on-site campaigning with MSG, including the groundbreaking Foxwoods Final Five, ensuring the full utilization of MSG sponsorship assets. Secondly, we developed and executed a marketing strategy that elevated the Foxwoods brand to the center of the iconic Green Monster, the historic left field wall in Fenway Park that successfully boosted awareness in the Boston market in a creative and effective manner. Thirdly, we conceived and activated the Foxwoods Lounge presence in the Barclay's Center. Lastly, we optimized the company's internal ticket distribution system to ensure distribution to the highest-value clients and prospects in order to address the challenge of driving ROI. While part of a much broader effort, these examples provide a view into our results-focused approach to sponsorship.