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Post on 21-Jan-2015



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  • 1. Virginia Lottery Strategic RecommendationsSara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann & Layne Wilson

2. Why are we here? To increase Virginia Lottery playership among 18-24 year-olds 3. Todays Pick 3 The Role of the LotteryThe Relationship with the TargetRecommendations 4. What we did Secondary SWOT Analysis Category Exploration Competitive Analysis 5. What we did Quantitative Online surveyQualitative In-store observations Retailer interviews Man-on-the-street interviews One-on-one interviews Focus groups 6. Todays Pick 3 The Role of the Lottery The Relationship with the TargetRecommendations 7. How does the average person getthrough a week? smaller, simpler, easierentertainment 8. Entertainmenttelevisionvideo gamessudoku pokerimpulse buysmoviesblogging youtube shopping crossword puzzlescell phone gamesreading 9. the pocket-sized amusement 10. Todays Pick 3 The Role of the LotteryThe Relationship with the TargetRecommendations 11. Who are we talking to? 18 to 24 year-oldsCollege students 12. Lottery Lottery Strangers Lovers 13. How do they differ? 14. What do they think? 15. How do they feel? 16. How do they value $1? 17. Lottery Lottery Strangers Lovers 18. ControlRiskLottery Lottery Strangers Lovers 19. Control RiskLottery JustLottery Strangers Friends Lovers 20. Controlled ControlRisk RiskLotteryJustLottery StrangersFriends Lovers 21. controlled risksare liberating 22. I don't like to take many risks, so the Lottery is my way of feeling like I'm a little dangerous because it's still risk but it's in a controlled environment.- Dave, Lottery Player 23. Play up every little moment. 24. When do they play?Companion Purchases GiftsFeeling Lucky Big Jackpot 25. Todays Pick 3 The Role of the LotteryThe Relationship with the TargetRecommendations 26. The Purchase Process AWARENESSCONSIDERATIONSHOPPURCHASE 27. What does the brand mean to them?Now: Awareness of games is high, but target AWARENESS cannot identify a brand personalityNext: Create a brand personality that the target can engage with 28. Meet ValLucky Optimistic AdventurousSpontaneous 29. a lottafun little 30. How do they consider purchases?AWARENESS Now: The message is notCONSIDERATION placed in media channels that intersect with targetNext: Media buys for urban & college radio spots, campus publications 31. Intersect with them College Newspapers Non-Traditional Radio 32. How do they shop?AWARENESS CONSIDERATIONNow: Sales opportunities limited to two traditional SHOP outlets (gas & groceries)Next: Sell at nontraditional outlets where the target is already in the mindset of having fun 33. Expand Distribution 34. How do they nish the sale? AWARENESSCONSIDERATIONSHOP Now: Brand personality is surrendered to the RetailerNext: Re-energize the sales PURCHASE force to form a connection with 18-24 year olds 35. Re-energize your retailers! 36. The Big PictureAWARENESS Brand Personality Message Intersection CONSIDERATION SHOP Distribution Opportunities Purchase ExperiencePURCHASE 37. Budget Breakdown 38. How will we measure success?MicrositeTracking Study Hits on Increase in sales Photo downloadsIncrease in brand awarenessIncrease in frequency of purchase Non-traditionalRetailer Feedback Ticket sales Trafc 39. The winning numbers213Controlled risksare liberating Pocket-sizedPlay up every amusement little moment 40. Dark Horse Advertising break ahead from the pack 41. Thank You! Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann & Layne Wilson


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