{"id":33005,"date":"2023-07-26T19:21:44","date_gmt":"2023-07-26T19:21:44","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=33005"},"modified":"2024-05-07T13:55:18","modified_gmt":"2024-05-07T13:55:18","slug":"penn-entertainment-loyalty-program","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/penn-entertainment-loyalty-program\/","title":{"rendered":"Penn Entertainment Loyalty Program"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/h2>\n\n\n\n

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PENN Entertainment<\/h1>\n\n\n\n

Reimagining PENN Entertainment\u2019s Loyalty Program<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Challenge<\/strong><\/h2>\n<\/div>\n\n\n\n
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PENN Entertainment had transformed itself from a regional casino operator into a modern omnichannel entertainment and gaming company. As part of that transformation, Prophet worked with PENN\u2019s leadership team to redefine its corporate brand so that the organization could better communicate and connect with its employees, investors, regulators, partners and consumers.  <\/p>\n\n\n\n

As a next step in the brand\u2019s transformation, PENN partnered with Prophet to extend the new corporate brand to the customer experience with a reimagined loyalty program that could serve as the connector across the organization\u2019s casinos, sportsbooks, and online gaming products. \u202f <\/p>\n\n\n\n

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Solutions<\/strong><\/h2>\n<\/div>\n\n\n\n
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First, we conducted qualitative research sessions with different consumer segments, which helped reveal that flexibility is essential to PENN’s target personas. We then crafted a new vision and value proposition to serve the organization’s key personas.   <\/p>\n\n\n\n

After a series of naming and branding exploration exercises, we developed a new program identity and name for the loyalty program, PENN Play.    <\/p>\n\n\n\n

To bring the new loyalty program to life, we interjected PENN Play’s new energetic visual identity and voice across digital and in-person touchpoints, including websites, email and social. From there, we developed and executed the multi-channel “Well Played” campaign, which centered on the idea that engaging with PENN Play today will reap future rewards. <\/p>\n\n\n\n

As part of this campaign, we formulated a multi-phase communications strategy, delivered creative assets for all communications, helped transition social accounts, and partnered with a media agency to optimize the paid media strategy.  <\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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