The willingness to continually educate oneself and acquire knowledge in many areas of our personal and professional lives is an extremely important character trait that I possess. The ability to listen and ask intelligent questions are signs of a successful leader. You have found a competent leader who continues to seek educational opportunities.
CASE STUDIES & TESTIMONIALS
“IF YOU CHANGE NOTHING, NOTHING WILL CHANGE”
A sales management coach once shared this quote from Tony Robbins with me and it continues to serve as my inspiration for developing marketing strategies and programs. Many marketers dream about achieving an organization’s goals and objectives but will never reach them if they don’t take the first step to affect change. I believe in disrupting the norm and seeking opportunities to effect positive change to reach goals and objectives.
Below are success stories that demonstrate the three words that best describe my leadership style:
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Collaborative
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Fast-paced
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Proactive
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Energetic
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Versatile
Case Studies
Collaboration:
Situation – During my tenure at the Hard Rock, the monthly revenue goal in March of 2017 was set at a new record of $21.5M (the previous record was $20.6M in July of 2016. My challenge was to plan such a compelling promotional calendar during March that it would overcome the seasonality of ‘cabin fever’ our customers typically experience from January thru April. More importantly, the plan had to remain under budget in terms of expenses.
Action – I assembled my team of direct reports, outlined the goal and facilitated the construction of a promotional calendar that would speak to every tier in our database of customers, make noise in the market to attract new customers, and encourage visits from the passive players who were more motivated to visit by the property’s restaurants, concert and comedy show offerings.
Once the calendar of nearly 30 promotional efforts was complete, I then crafted a matrix to determine the messaging, delivery method, and timing to communicate each promotion to the specific audience each was intended. The communication resources included a heavy television & radio schedule, 10 billboards, over 100k direct mail pieces, 8 email deployments to over 300k, social media, on-property signage & collateral and more.
Results – The month was a tremendous success! Our revenue as $21.4M, missing budget by only $63k. Expenses were $150k less than budgeted. We grew the database by 15k new members. And the successful execution of the plan helped to establish several best practices in terms of planning, timing and logistics.
Initiative & Task Prioritization:
Situation – During the pre-opening phase while I was the marketing director at Hollywood gaming in Youngstown I was charged with being the first property to implement an all-digital direct marketing platform. Once of the tasks was to begin building a database of customers before the gaming facility was open to the public. And this could not be accomplished online due to the gaming regulations requiring us to verify that all persons in the database were 21 years or older.
Action – My idea was to create a promotion event that would begin building the database without interfering with construction but also give customers a sneak peek at the progress. I developed the event that was held 3 weeks prior to the grand opening in a recently completed banquet/meeting space. I collaborated with the corporate marketing team to garner volunteer support from other Hollywood casino properties and ensure early delivery and set-up of the player tracking system equipment. I also worked closely with our HR and Player Services departments to hire and train a team of reps to assist with staffing the event.
The event was held Thursday thru Sunday on two consecutive weekends. Attendees would receive their personalized players card to avoid grand opening players club lines and allow them to immediately begin gambling once the doors were open to the public. We advertised the event using radio, print ads and social media. I also gave interviews and made appearances on local television stations.
Results – The event was a success and we captured database information for over 15,000 new customers. The players club staff also received very important on-the-job training supervised by veteran marketing personnel from other Hollywood casino properties. The logistical plans worked very well with waiting times never exceeding 30 minutes; most customers waited in line for only 12 minutes.
Versatility:
Situation – While Director of Integrated Marketing at Urban One in New York City I was tasked with building and managing a creative services team. While I had managed advertising agency relationships, provide creative direction to agency creative teams and collaborated with graphic design staff, I never had an entire team of creative team members reporting directly to me. In addition, this team would be assuming a centralized creative services function to replace graphic design staff that had been previously been managed in 15 local markets.
Action – My first task was to assist local markets with identifying the strengths of their creative staff that could be adapted to fulfill new job responsibilities which were less technical and more consultative sales positions. That action was successfully completed and reduced labor expenses in those local markets with very little turnover. Next, I identified the creative services team leader and together we refined roles and job descriptions for what would become a highly productive team of 8 graphic designers, app developers and a coordinator who would serve as liaison to local market sales teams.
Results – The Creative Director and I interviewed, hired and transitioned the team to actively support all creative services needs for the 15 local markets in less than 6 weeks. We developed a robust online project management portal, trained local market sales and support staff how to request, review and receive graphic design work that included digital ads, rich media, graphics and microsites, custom mobile apps and much more. This centralized approach increased overall creative services productivity by more than 30% and also allowed for additional creative support to the national sales team.
Testimonials
"I just wanted to thank again former president Scott Frost for stepping up to volunteer his time. Volunteering as Co-President is a huge undertaking on top of your training, work and family responsibilities and while I may not participate in a lot of CTC events, I have in the past and will do so in the future and am grateful for your leadership to enable all of us to participate in our hobby with safety and knowledge!"
Beth Darmstadter, Active Member - Cleveland Triathlon Club
"I had the privilege of working with Scott for 5 years at the Ohio Lottery. He was a great asset to the entire Lottery team. Scott is proactive and results driven, paying attention to even the smallest details which is incredibly critical as a regulator. He is passionate about all aspects of his job and has grown to be an integral member of the Responsible Gambling Team! His input is valuable and energy unmatched!"
Karen Russo, Responsible Solutions, LLC / Former Director of Responsible Gambling - Ohio Lottery Commission
"I have known and worked with Scott for the past several years at the Ohio Lottery. Scott is one of the most dedicated, hardworking and innovative people I've had the pleasure of working with. His is also compassionate, kind and never misses the opportunity to help others. Scott was more than willing to attend the 2022 National Problem Gambling Conference in Boston to assist me with my expanded role at the conference. Considering the sensitive nature of the event, Scott never missed an opportunity to take extra time with someone when there was a questions or issue. Scott is the type of person you can count on in a stressful situation and his positive attitude is contagious.
Susan Diamond, Responsible Gambling Program Coordinator - Ohio Lottery Commission
"I applaud your willingness and eagerness to move on to greater challenges and fully support your efforts to do so. You continue to expand your skills and to contribute in every way possible so I am hopeful it will be seen and rewarded."
Connie Miller, Deputy Director VLT Operations - Ohio Lottery Commission
"Scott and I were colleagues at the Hard Rock Rocksino where he was the VP of Marketing and I was the Director of Human Resources. Scott is a collaborative leader who is genuine. He took the time to engage and inspire his Marketing Team, thus driving results for the property. Scott would be a great asset to any organization."
Claudia Ratica, Director of Human Resources - Hard Rock Rocksino
"I have had the pleasure to work with Scott at the Hard Rock. Scott is as passionate as they come when it comes to "taking care of business"! I would recommend Scott for any position. He is a first class guy!!"
Lenny Lantz, Hotel & Casino Development Taskforce - Hard Rock International
“I had the pleasure of working with Mr Frost during a partnership between his property and our agency. Scott was intelligent and driven with an excellent sense of urgency and a solid grasp on the larger picture of what we were all working towards. During my time working with Mr Frost we were able to take a small relationship and grow it into a partnership between the two companies that is still thriving to this day. His ability to manage the agency/casino relationship was efficient and professional. I am happy to recommend Mr Frost in his future endeavors and look forward to seeing where his career takes him next.”
Mario Lopez, Executive Account Project Manager - Redline Media Group