illinois lottery
TRANSCRIPT
RFP response — Common Ground
strategic & creative approach
Illinois Lottery
z Table of Contents:
—
* Introductions / Office Tour * Today’s Purpose (Account) * Review of Assignment (Account) * Key Considerations (Account)
— Assumptions — Disclaimers
* Our Strategic Approach (Planning) — Review Brand & Category
- Review against best practices states, “What worked and Why?”
— Key Consumer Insights - Multicultural make up of IL
- Identify the Target - Universal Truths/Segment Specific Insights - How it translates for retailer (B2B) - How it translates for consumer (B2C)
— Overarching Platform - TBD: “Our hierarchy/strategy of how
we will approach 2 assignments”
Today’s Purpose: * tour the commonground offices and meet the team
* review commonground’s strategic & creative approach to the Lottery Multicultural RFP
The Assignments: 1. Create a Multicultural product campaign that highlights innovative & transactional Communications
2. An image campaign in which we are seeking your strategic recommendation on improving the perception of the IL Lottery brand with Multicultural consumers
z Key Considerations:
—
* Deliverables are based on the direction
* “Spectacular Numbers” serves as a
— OOH / Transit — Retail / POS
Presented in the RFP & built on the creative platform provided
creative thread connecting all activation pillars
— Digital (.com, social media) — Print
* Proposed media activation plan is based on our experience in the market & qualitative outreach
* Traditionally, our philosophy is rooted in a collaborative, transparent engagement with our client partners
Strategic — Unearth Key Brand Instincts
Illinois Lottery Tool Box
— Identify Multicultural Consumer Target — Create Umbrella Strategic Platform
Illinois Lottery
WHAT DO WE STAND FOR? �
* Entertaining — Provide fun and relevant gaming options
* For Me — Reflect the people of IL
* Genuine — Positive contributor to the state of IL
Multicultural Opportunity Identifying the
AFRICAN AMERICAN � ASIAN � HISPANIC �
How does Cook County stack up for Lottery?
z
What does the
Multicultural
look like? population
Total Population:
5,194,675 - African American: 24.8%
- Hispanic: 24%
- Asian: 6.2%
z
— who has the greatest
Impact? player
Total Population:
5,194,675 - African American: 24.8%
- Hispanic: 24%
- Asian: 6.2%