Epicenter Advertising

A full service, San Diego advertising & marketing agency

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Case Studies

Pala CasinoPala CasinoPala Casino

Product: Recruitment advertising
Results: Exceeded client’s expectations by 200%

  • The Background

    The Pala Band of Indians’ new casino, managed by Anchor Gaming, was being constructed in north San Diego County. Although a number of new Indian gaming facilities had opened, or were scheduled to open in the near future, Pala felt their unique draw would be the extraordinary design and construction of the facility, especially the open air areas, the variety of dining options, as well as the total “experience”. Prior to opening in April 2001, Pala would need to recruit and train 1,300 employees.

  • The Challenge

    Convey the uniqueness of Pala, when there was no actual structure or history to talk about, and illustrate the advantages of working there over the other casinos in the area. In addition, there is a lack of residential development near the new casino, the location is several miles east of the nearest freeway and public transportation in the area is limited. Many of the availble positions were minimum wage jobs, where the target employees are historically less inclined to read print publications or newspapers. The unemployment rate in San Diego also continued to be at an all-time low.

  • The Solution

    Our team created a unique positioning statement, the “Pala Promise”. The theme could be carried out throughout all casino advertising, but was introduced with a pledge to potential employees of a fun and friendly atmosphere, great wages and benefits, and the potential for advancement. Print ads included a full rendering of the new project, visually emphasizing the difference between the new Pala and the other casinos in town. A memorable, humorous radio ad was created and ran in the San Diego and Riverside markets to reach commuters and potential employees who weren’t reached by the newspaper ads. An on-site employment center was set up to provide job descriptions and accept applications.

  • The Results

    Print ads and radio commercials began running four days prior to the grand opening of the employment center. Despite the difficult-to-reach location, and the high local employment rate, nearly 500 applications were received the first week, exceeding the client’s expectations by 200%. Casino recruiters reported an easier time screening applicants since all ads listed the available positions, so potential employees came in looking for a specific job.

Earth Shattering Results!

Best In The Business

"It would be my pleasure to tell you that Epicenter is one of the best agencies in the business."Keri Noel
Senior Marketing Manager
Lumenati/The Macerich Company

Branding Experts

"Epicenter's staff is tremendously talented at branding, thus our company stands out from the pack! Thanks Epicenter!"Matt Green
Newport Lending Corp.

Great Listeners

"I must compliment your diverse creative strengths, your ability to really listen to and understand the client."Tracey Gotsis
Marketing Director
Westcor/Macerich Company

Hire Them!

"I would not work with another company at this point in my career." Keri Noel
Sr. Marketing Manager
Lumenati/The Macerich Company

Bottomline Results.

"Inventive ideas that generate excitement and translate into bottom-line results."Michael Kinnen
Chief Operating Officer
The Alliance Portfolio

Grown to $10 Million

"My business has grown from $3 million to $10 million in sales during the 15 years I've worked with Epicenter."Jim Wegge
Gibson & Barnes

Fast Track Results

"Hiring Epicenter has completely put my company on the fast track for success."Marc Zimmerman

Daily Compliments

"Epicenter has been our agency of record for over 14 years. That says it all."Anne U. Legg
V.P. Marketing
Cabrillo Credit Union

Best In The Business

"They're one of the best developers of creative marketing solutions in business."Michael Kinnen
Chief Operating Officer
The Alliance Portfolio

Cutting Edge

"Epicenter keeps us on the cutting edge of marketing strategies and technologies."Anne U. Legg
V.P. Marketing
Cabrillo Credit Union

Remarkable Increase

"Epicenter developed eye-catching and effective print advertising for our company... a remarkable increase in business."Steve Rose, PhD
V.P. of Marketing
Visualize Technologies, Inc.

Huge Success

"There goal was to differentiate us from the crowd... They made our company a huge success!"Marc Zimmerman

Business Strategists

"Epicenter understands your business strategies with a thorough listening session."Matt Green
Newport Lending Corporation

Earth Shattering Results!
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