Set up, launch and develop commercial operations for on-line Bingo
Description of Project
Chaucer were engaged to provide technical, marketing and commercial expertise, and project management skills in order to set up and simultaneously launch an on-line bingo offer for each of six consumer media brands. Our client was a Partnership between a leading publisher with operations in the UK and worldwide, and a provider of White Label Gaming Systems. Our deliverables were to set up and launch the six bingo offers, devise and implement subsequent segmented CRM and promotion strategies to grow the business, and establish an environment which could be run by the Partnership as a ‘business-as-usual’ operation.
Chaucer consultants were given complete autonomy to achieve these objectives. They were achieved by means of executive commercial, marketing, design and technical decision-making, account managing the interface between the client brands and the gaming software provider, and the selection and management of a variety of specialist 3rd party suppliers.
The Partners were looking for a launch within an extremely challenging timeline to meet internal financial constraints. This needed to be achieved without compromising onerous brand requirements for the five magazines and radio station involved.
Chaucer’s Scope
The outline programme scope for each brand included:
Designing and implementing public bingo web pages in an appropriate style for the brand and producing relevant content
Linking these to secure gaming web pages, and soft launching the overall site
Devising content for and executing a variety of media to hard launch and promote the new offer. This included adverts, advertorial, on-air campaigns, special events and promotions.
Measuring, reporting and developing business performance to the Partners
Devising and implementing segmented CRM, recruitment and promotions programmes
Account managing the brand at technical, marketing and commercial levels
Benefits
The Chaucer team were able to successfully simultaneously launch all six websites to a very aggressive timeline and was flexible enough to accommodate further acceleration in order to permit the Client to report this activity within internal accounting deadline.
Each of the brands operates as stand alone businesses and each have markedly individual cultures and branding. The Chaucer Consultants brought significant marketing experience to this assignment in order to set up the initial brand offers, devise segmentation strategy, conduct appropriate media analysis, and provide content for the communications programs. Additionally, commercial proficiency, substantial account management expertise and influencing skills were required both to drive the commercial agenda and harmonise the local interests of disparate groups. Chaucer’s activity built bridges within the client organisation which led to the sharing of best practices and opened new lines of communications.
Furthermore, Chaucer was able to step in at short notice to support additional activity when it became apparent that the client would not be able to do so. Chaucer embraced the mass mailing CRM program, setting up bulk email facilities, content and design of each individual offer.
- Accreditations/Partners
