Strategic Planning Cases

Casino Niagara - Branding
We were hired to assist the Falls Management Company, the private operator of Casino Niagara (working in turn for Ontario Gaming & Lottery) to develop a new name for the new permanent casino facility in Niagara Falls due to open in 2004. This assignment included stakeholder interviews and brainstorming sessions to generate a name with both external creative resources and stakeholder groups of government industry. We also sourced research suppliers to help vet the recommendations with consumers and support the ultimate proposal to Ontario Gaming.

Home Ticket Network (HTN) - Strategic Planning & Venture Capital Support
HTN was a 'mezzanine' technology development wanting to provide Internet-based competition to Ticketmaster and BASS services in Canada. We directed and delivered the detailed marketing and business plan to support the company's financing proposals.

Ontario Lottery Corporation - Marketing Council
For almost four years we worked on a variety of marketing projects for this important Provincial Agency. We designed the marketing plan process for the corporation and then worked with the internal marketing and research resources on a variety of projects from branding to research interpretation.
We led the senior management team in definition of the overall corporate strategic plan (that ultimately served as the basis for the corporation's expansion from lotteries to all forms of gaming). We also led the development team (facilitation and documentation) to create the 'charity casino' plan.
We also worked with the Offline (Instant Ticket) Division to develop the organization structure for product development and a strategic plan for the marketing of instant tickets that would increase unit sales revenue.

Ontario Property Assessment - Strategic & Business Planning
This 'privatized' spin-off from Ontario's Ministry of Finance is responsible for all residential and commercial property assessment (on which all municipalities base their tax levies). We directed the new management team in creating their business and strategic plan and helped their advertising agency to create the first public communication program to announce their function.

Ontario Tourism Marketing Partnership - Sales & Marketing Counsel
Working with a partner organization (Retail Performance Group - a Mosaic Company), we provided the analysis and recommendations to support a new sales organization including the structure for private sector fund-raising (supplementing Federal and Provincial funding), the sales planning process and organization structure.