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

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

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

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 Role of the
Lottery
The Relationship
with the Target
Recommendations

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

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

the pocket-sized
amusement

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

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

Lottery Lottery
Strangers Lovers

How do they
differ?

What do they think?

How do they feel?

How do they value $1?

Lottery Lottery
Strangers Lovers

Control Risk
Lottery Lottery
Strangers Lovers

Control Risk
Lottery “Just Lottery
Strangers Friends” Lovers

Controlled
Control Risk
Risk
Lottery “Just Lottery
Strangers Friends” Lovers

controlled risks
are liberating

“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.

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

The Purchase Process
AWARENESS
CONSIDERATION
SHOP
PURCHASE

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

Meet Val
Lucky
Optimistic
Adventurous
Spontaneous

a lotta fun
little

How do they consider purchases?
AWARENESS
Now: The message is not
CONSIDERATION
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
Now: 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

Expand Distribution

How do they finish the sale?
AWARENESS
CONSIDERATION
SHOP
Now: Brand personality is
surrendered to the Retailer
Next: Re-energize the sales PURCHASE
force to form a connection
with 18-24 year olds

Re-energize your retailers!

The Big Picture
AWARENESS
Brand Personality
Message Intersection CONSIDERATION
SHOP
Distribution Opportunities
Purchase Experience PURCHASE

Budget Breakdown

How will we measure success?
Microsite Tracking Study
Hits on lottalittlefun.com Increase in sales
Photo downloads Increase in brand awareness
Increase in frequency of purchase
Non-traditional Retailer Feedback
Ticket sales
Traffic

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

Dark Horse Advertising
break ahead from the pack

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