Virginia Lottery

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Develop Strategic Recomendations to get more 18-24 year olds to play the Virginia Lottery

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<ul><li><p>Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &amp; Layne WilsonVirginia Lottery Strategic Recommendations</p></li><li><p>Why are we here?To increase Virginia Lottery playership among 18-24 year-olds</p></li><li><p>The Role of the Lottery</p><p>The Relationship with the Target</p><p>RecommendationsTodays Pick 3</p></li><li><p>What we didSecondary</p><p>SWOT AnalysisCategory ExplorationCompetitive Analysis</p></li><li><p>What we didQuantitativeOnline survey</p><p>QualitativeIn-store observationsRetailer interviewsMan-on-the-street interviewsOne-on-one interviewsFocus groups</p></li><li><p>Todays Pick 3</p></li><li><p>How does the average person get through a week?smaller, simpler, easierentertainment</p></li><li><p>Entertainment</p><p>poker television sudoku video games impulse buys blogging moviescrossword puzzles shopping youtube cell phone games reading</p></li><li><p> amusementpocket-sized the</p></li><li><p>Todays Pick 3</p></li><li><p>18 to 24 year-olds </p><p>College students </p><p>Who are we talking to?</p></li><li><p>Lottery Strangers Lottery Lovers </p></li><li><p>Lottery Strangers Lottery Lovers </p></li><li><p>How do they differ?</p></li><li><p>What do they think?</p></li><li><p>How do they feel?</p></li><li><p>How do they value $1?</p></li><li><p>Lottery Strangers Lottery Lovers </p></li><li><p>Lottery Strangers Lottery Lovers Control Risk </p></li><li><p>Lottery Strangers Lottery Lovers Control Risk Just Friends </p></li><li><p>Lottery Strangers Lottery Lovers Control Risk Just Friends ControlledRisk </p></li><li><p>are liberatingcontrolled risks</p></li><li><p> 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. </p><p> - Dave, Lottery Player</p></li><li><p>Play up every little moment.little </p></li><li><p>When do they play?Companion PurchasesGiftsFeeling LuckyBig Jackpot</p></li><li><p>Todays Pick 3</p></li><li><p>AWARENESSCONSIDERATIONSHOPPURCHASEThe Purchase Process</p></li><li><p>What does the brand mean to them?AWARENESSNow: Awareness of games is high, but target cannot identify a brand personality</p><p>Next: Create a brand personality that the target can engage with</p></li><li><p>Meet ValOptimisticAdventurousLuckySpontaneous</p></li><li><p>alottalittlefun</p></li><li><p>How do they consider purchases?AWARENESSCONSIDERATIONNow: The message is not placed in media channels that intersect with target</p><p>Next: Media buys for urban &amp; college radio spots, campus publications</p></li><li><p>Intersect with them</p><p>College NewspapersNon-TraditionalRadio</p></li><li><p>How do they shop?AWARENESSCONSIDERATIONSHOPNow: Sales opportunities limited to two traditional outlets (gas &amp; groceries)</p><p>Next: Sell at nontraditional outlets where the target is already in the mindset of having fun</p></li><li><p>Expand Distribution</p></li><li><p>How do they finish the sale?AWARENESSCONSIDERATIONSHOPPURCHASENow: Brand personality is surrendered to the Retailer</p><p>Next: Re-energize the sales force to form a connection with 18-24 year olds</p></li><li><p>Re-energize your retailers!</p></li><li><p>The Big PictureAWARENESSCONSIDERATIONSHOPPURCHASE</p><p>Brand Personality</p><p>Message Intersection</p><p>Distribution Opportunities</p><p>Purchase Experience</p></li><li><p>Budget Breakdown</p></li><li><p>How will we measure success?</p><p>MicrositeHits on lottalittlefun.comPhoto downloads</p><p>Tracking StudyIncrease in salesIncrease in brand awarenessIncrease in frequency of purchaseNon-traditionalTicket salesTrafficRetailer Feedback</p></li><li><p>The winning numbersControlled risks are liberating1Pocket-sized amusement23Play up every little moment</p></li><li><p>Thank You!Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &amp; Layne Wilson</p><p>**</p><p>We are not trying to make non-players begin playing the lottery. We are focused on increasing playership among occasional players.**ObjectiveCategory &amp; CompetitionPositioningResearchTargetInsightsStrategyMediaDistributionTimelineMeasurement***Need to say who was at the focus group(We conducted two focus groups with both men and women ages 18-24. Both groups had a mix of lottery players and non-players.)</p><p>**ObjectiveCategory &amp; CompetitionPositioningResearchTargetInsightsStrategyMediaDistributionTimelineMeasurement**Looking at the category as a whole, you can see that all other state lotteries are seen as a collection of games, lacking a cohesive brand image.</p><p>- They look and feel the same. Everyones problem is our opportunity.*Planned vs. unplannedGroup vs. soloOrganized vs. any moment</p><p>**As we dug deeper, we took a look at our brand competitive landscape that is entertainment. As you can se, the entertainment category is huge -- we have movies, concerts, games, etc.</p><p>But how does the lottery differentiate itself?</p><p>Well for the average person, they get through the week with small doses of entertainment, but save the activities that require more money or planning for the weekend. On any given day, most people are looking for something smaller, simpler, easier, the kind of entertainment they can enjoy any day everyday.The Lottery fulfills this need, and we differentiate ourselves by being **The pocket-sized amusement.It doesnt matter if youre 45 to 55, 18 to 24, if youre middle class or lower class, college educated. To all of these people, the Virginia lottery is the pocket-sized amusement. </p><p>This is who you are to everyone, but lets take a closer look at your relationship with 18 to 24 year-olds.</p><p>-------- Breakdown of what this statement means:Pocket-sized = Portable, tiny, play anywhereAmusement = diversion, easy laugh, fun, entertainment**But how does this message resonate with our target?First, lets take a look at the relationship our target has with the lottery*18 to 24 year olds make up 12% of the population of VirginiaWere not going to dwell on research that tells us the obvious that this target is likely to be impulsive shoppers; they feel a need to always stay connected (throw in more facts); they look for instant gratification. --&gt; Connect to lottery playersWhat is really important is the relationship these people have with your brand.You told us to target 18-24 but we are only focusing onStatistic on number of students in this college target (students) - still need this number.TARGET: what are they doing for fun/entertainment? Spending habits</p><p>*18-24 year olds are the infamous "relationship seekers"Weve applied Virginias state motto, Virginia is for lovers as an analogy of our 18 to 24 year old lottery players. We have classified them into three groups based on their player behavior:Lottery Lovers (weekly to monthly)Lottery Acquaintances (every few months to twice a year, they are occasional players)Lottery Strangers (do not play)**In order to understand the group in middle, we need to take a closer look at the two extremes, the strangers and the lovers.*Three target characteristics overviewIn depth look at the differences between lovers and strangers, and how acquaintances (our target) fit into this picture.</p><p>By taking a look into lovers and strangers, it will help us understand this group of acquaintances in the middle. Sort of caught in between, share both characteristics. The DNA of lovers and strangers differ.And what does the VA lottery offer that speaks to these differences? </p><p>Their perception of the lotteryvaries in the:HeadHeartPocket*Lovers vs. StrangersAnticipation vs. expectationRisk brings me up vs. losing brings me downMaybes vs. guaranteesNot about IQ, it's about fun vs. I have an IQ so I don't playThe main idea is how lovers and strangers differ in how they associate "fun" with the Lottery:</p><p>a)The Strangers intellectualize the fun of playing. "the odds of winning are sooo low." (cite a few focus group quotes) </p><p>b)For the players, it'sabout how they feel when they play. (cite focus group questions)*Lovers vs. StrangersPursuit of fun vs. pursuit of achievement (emotional ambitions)Risk brings me up vs. losing brings me downChange their day vs. change their lifeThe main idea is the difference between lovers and strangers' motivations for playing.*Lovers vs. StrangersMoney well spent vs. a dollar wastedMore to win vs. more to loseThe main idea is that the value of a dollar differs.</p><p>Nonplayers focus on paper money. (not loose change) In their words describe it as a "waste of a dollar,"</p><p>WhereasPlayers talk of using their pocket change to be able to play.They truly have the " players gotta play" mentality.</p><p>Is it the case that nonplayers tend to look down on spending "pocket change?" They're more image-based and wed to the idea of crisp bills.</p><p>*The acquaintances, like I said, are a little bit of both. They play the lottery sometimes. They have a good time, when they take risks they feel 18-24 year old occasional players like to be known as fun and someone that takes risks, that doesnt play it safe. They dont want to be known as the square, boring person that is cautious. What we found was that the strangers, these squares, are all about control.While the lovers are all about being free and taking risks.And our acquaintances, who fall in the middle.... are liberated by controlled risks.</p><p>*The acquaintances, like I said, are a little bit of both. They play the lottery sometimes. They have a good time, when they take risks they feel 18-24 year old occasional players like to be known as fun and someone that takes risks, that doesnt play it safe. They dont want to be known as the square, boring person that is cautious. What we found was that the strangers, these squares, are all about control.While the lovers are all about being free and taking risks.And our acquaintances, who fall in the middle.... are liberated by controlled risks.</p><p>*The acquaintances, like I said, are a little bit of both. They play the lottery sometimes. They have a good time, when they take risks they feel 18-24 year old occasional players like to be known as fun and someone that takes risks, that doesnt play it safe. They dont want to be known as the square, boring person that is cautious. What we found was that the strangers, these squares, are all about control.While the lovers are all about being free and taking risks.And our acquaintances, who fall in the middle.... are liberated by controlled risks.</p><p>*The acquaintances, like I said, are a little bit of both. They play the lottery sometimes. They have a good time, when they take risks they feel 18-24 year old occasional players like to be known as fun and someone that takes risks, that doesnt play it safe. They dont want to be known as the square, boring person that is cautious. What we found was that the strangers, these squares, are all about control.While the lovers are all about being free and taking risks.And our acquaintances, who fall in the middle.... are liberated by controlled risks.</p><p>**opportunity: capitalize on their desire to live in the moment.*With the lottery they can stay grounded, and still live in the moment.Lovers consciously thinking of lottery as a way to have fun. Acquaintances dont see it as a top of mind entertainment. They need a reason.This is a good opportunity to give them a motivation.Give them a trigger *</p><p>Most likely to play when:- Fun Addition to Cup of Coffee/Cigarettes- A chance to change their luck- Fantasize about winning a noticeably large Jackpot- Impulse buys at gas station- Surprise Stocking Stuffer, novelty gift in birthday cards etc.</p><p>This is how they currently experience the Lottery.</p><p>Transition into the Purchase Funnel to show how we can increase the instance/frequency in which they play***Explain purchase funnel.</p><p>We have tailored our recommendations according to our targets behavior in these four aspects of the purchase funnel.*so what opportunities do we have to intersect with this target and expose them to this communication idea?Well if we take a look at the purchase funnel of our target</p><p>Awareness of games is already high among all 18 to 24 year olds, players and non-players alikeA new brand personality would make the brand come to life in the eyes of our target consumer.And, target needs aided recall</p><p>Target is aware of the games, but they are not aware of what the VAL brand stands for. And reminding them of a relevant brand personality is mission critical to sparking a relationship with this target.*We're not necessarily switching out Lady Luck, we're communicating your brand ideals of Optimistic, Adventurous, LuckyIf Virginia Lottery were a person, wed call her VAL.Val lives each and every moment to the fullest. Minutiae do not tie her down the way it does to most people. Although people that take things too seriously bore her, she is more than capable of showing them how to take pleasure in the little things. Some wait forfun things to happen, but Val makes it happen.</p><p>When surveyed, 18-24 year olds saw the lottery as lucky, optimistic, adventurous, and spontaneous</p><p>Val is never:Cynical Complacent Unsuccessful Boring</p><p>**So how can we bring this personality to life and give our target an opportunity to engage with this side of the Virginia Lottery?</p><p>Nontraditional for brand personality awareness: Campus Tour, 12 Virginia Colleges, Spring and FallSpring: Ice Cream truckFall: Hot Chocolate &amp; Coffee, Tailgate season/Football Games(Supports research that lottery as companion purchase)-Rationale: bringing the lottery to them, opportunity where they don't mind spending a dollar, getting something tangible, we expect this to get them in the mindset for fun, motivate them to play the lottery beyond this tour-Photo Booths: fun photo booth environment, upload to website, photos on website/drives them there to see the photo, they want to see themselves</p><p>-scratch posters: inform of upcoming truck tour, get them excited about scratching, give them fun anticipation state of mind of scratcher--reveals website, and date that truck is coming to campus, boost enthusiasm</p><p>To extend the life of this non-traditional idea, photo booths will be installed to several lottery retail grocery locations around these campuses, where lottery vending machines are already located.*Consideration (acquaintances dont see a reason not to play, they are simply not making special trips to buy tickets)The lottery is not as thrilling as other things. YET.Change: consider lottery as a boost.</p><p>MediaOnline, Campus newspapers, non trad$2MM for production ($300K for production)what media best engages our target?</p><p>**VO: This strengthens the core message of Play up Every Little Moment by selling lottery tickets at independent retailers such as World of Mirth, Mongrel, One-Eyed Jacque, Campus Bookstores, Gamer HangoutsVO:*** We can't achieve this with our advertising, this is where you'd have to meet us halfway. But we believe if we increase distribution opportunties we can increase sales amongst this target.*In addition to intersecting our communication messages with our target, we need to make sure that our target is also intersecting with the product in additional distribution channels.</p><p>We recommend that the distribution channels expand to include nontraditional outlets in addition to gas stations and convenient stores,where they are already accessible.</p><p>If we can place lottery tickets in venues that exemplify our idea of amusement and playing up little moments, we can strengthen our core communication message and encourage purchases when our target is already in the mindset for having fun.*PurchaseSurrender brand identity to gas and grocery clerks.Change: Make the purchase process more pleasurable by incentivizing the vendorWith each transaction, the face of your bran...</p></li></ul>