Virginia Lottery

Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann & Layne Wilson Virginia Lottery Strategic Recommendations

Why are we here? To increase Virginia Lottery playership among 18-24 year-olds

The Role of the Lottery The Relationship with the Target Recommendations Today’s Pick 3

What we did Secondary SWOT Analysis Category Exploration Competitive Analysis

What we did Quantitative Online survey Qualitative In-store observations Retailer interviews Man-on-the-street interviews One-on-one interviews Focus groups

Today’s Pick 3 The Relationship with the Target Recommendations The Role of the Lottery

How does the average person get through a week? smaller, simpler, easier entertainment

Entertainment

poker television sudoku video games impulse buys blogging movies crossword puzzles shopping youtube cell phone games reading

amusement pocket-sized the

Today’s Pick 3 The Role of the Lottery Recommendations The Relationship with the Target

18 to 24 year-olds College students Who are we talking to?

Lottery

Strangers

Lottery

Lovers

Lottery

Strangers

Lottery

Lovers

How do they differ ?

What do they think?

How do they feel?

How do they value $1?

Lottery

Strangers

Lottery

Lovers

Lottery

Strangers

Lottery

Lovers

Control

Risk

Lottery

Strangers

Lottery

Lovers

Control

Risk

“ Just Friends”

Lottery

Strangers

Lottery

Lovers

Control

Risk

“ Just Friends”

Controlled

Risk

are liberating controlled risks

“ ” 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

Play up every little moment. little

When do they play? Companion Purchases Gifts Feeling Lucky Big Jackpot

Today’s Pick 3 The Role of the Lottery The Relationship with the Target Recommendations

AWARENESS CONSIDERATION SHOP PURCHASE The Purchase Process

What does the brand mean to them? AWARENESS Now : Awareness of games is high, but target cannot identify a brand personality Next : Create a brand personality that the target can engage with

Meet Val Optimistic Adventurous Lucky Spontaneous

a lotta little fun

How do they consider purchases? AWARENESS CONSIDERATION Now : The message is not placed in media channels that intersect with target Next : Media buys for urban & college radio spots, campus publications

Intersect with them College Newspapers Non-Traditional Radio

How do they shop? AWARENESS CONSIDERATION SHOP Now : Sales opportunities limited to two traditional outlets (gas & groceries) Next : Sell at nontraditional outlets where the target is already in the mindset of having fun

Expand Distribution

How do they finish the sale? AWARENESS CONSIDERATION SHOP PURCHASE Now : Brand personality is surrendered to the Retailer Next : Re-energize the sales force to form a connection with 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? Microsite Hits on lottalittlefun.com Photo downloads Tracking Study Increase in sales Increase in brand awareness Increase in frequency of purchase Non-traditional Ticket sales Traffic Retailer Feedback

The winning numbers … Controlled risks are liberating 1 Pocket-sized amusement 2 3 Play up every little moment

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