Sara Cobaugh, Meg Ingraham,Krystal Plomatos, Brian Swann & Layne Wilson

Virginia LotteryStrategic Recommendations

Why are we here?

To increase Virginia Lotteryplayership among 18-24 year-olds

The Role of theLottery

The Relationshipwith the Target

Recommendations

Today’s Pick 3

What we did

Secondary

SWOT AnalysisCategory ExplorationCompetitive Analysis

What we didQuantitativeOnline survey

QualitativeIn-store observationsRetailer interviewsMan-on-the-street interviewsOne-on-one interviewsFocus groups

Today’s Pick 3

The Relationshipwith the Target

Recommendations

The Role of the Lottery

How does the average person getthrough a week?

smaller, simpler, easierentertainment

Entertainment

poker television sudoku video games

impulse buys blogging movies

crossword puzzles shopping youtube

cell phone games reading

amusementpocket-sized the

Today’s Pick 3

The Role of theLottery

Recommendations

The Relationship with the Target

18 to 24 year-olds

College students

Who are we talking to?

LotteryStrangers

LotteryLovers

How do theydiffer?

What do they think?

How do they feel?

How do they value $1?

LotteryStrangers

LotteryLovers

LotteryStrangers

LotteryLovers

Control Risk

LotteryStrangers

LotteryLovers

Control Risk

“JustFriends”

LotteryStrangers

LotteryLovers

Control Risk

“JustFriends”

ControlledRisk

are liberating

controlled risks

“ ”

I don't like to take many risks, so the Lottery is my way offeeling like I'm a ‘little dangerous’ because it's still riskbut it's in a controlled environment.

- Dave, Lottery Player

Play up everylittle moment.little

When do they play?

Companion Purchases

Gifts

Feeling Lucky

Big Jackpot

Today’s Pick 3

The Role of theLottery

The Relationshipwith the Target

Recommendations

AWARENESS

CONSIDERATION

SHOP

PURCHASE

The Purchase Process

What does the brand mean to them?

AWARENESSNow: Awareness ofgames is high, but targetcannot identify a brandpersonality

Next: Create a brandpersonality that the targetcan engage with

Meet Val

Optimistic

Adventurous

Lucky

Spontaneous

a lotta little fun

How do they consider purchases?

AWARENESS

CONSIDERATIONNow: The message is notplaced in media channelsthat intersect with target

Next: Media buys for urban& college radio spots,campus publications

Intersect with them

College NewspapersNon-TraditionalRadio

How do they shop?

AWARENESS

CONSIDERATION

SHOP

Now: Sales opportunitieslimited to two traditionaloutlets (gas & groceries)

Next: Sell at nontraditionaloutlets where the target isalready in the mindset ofhaving fun

Expand Distribution

How do they finish the sale?

AWARENESS

CONSIDERATION

SHOP

PURCHASE

Now: Brand personality issurrendered to the Retailer

Next: Re-energize the salesforce to form a connectionwith 18-24 year olds

Re-energize your retailers!

The Big Picture

AWARENESS

CONSIDERATION

SHOP

PURCHASE

Brand Personality

Message Intersection

Distribution Opportunities

Purchase Experience

Budget Breakdown

How will we measure success?

MicrositeHits on lottalittlefun.comPhoto downloads

Tracking StudyIncrease in salesIncrease in brand awarenessIncrease in frequency of purchase

Non-traditionalTicket salesTraffic

Retailer Feedback

The winning numbers…

Controlled risksare liberating1

Pocket-sizedamusement

2 3Play up everylittle moment

Dark Horse Advertising

break ahead from the pack

Thank You!

Sara Cobaugh, Meg Ingraham,Krystal Plomatos, Brian Swann & Layne Wilson