Illinois LotteryRFP response— Common Ground	  strategic & creative approach
* Introductions / Office Tour	                      * Today’s Purpose (Account)	                      * Review of Assignmen...
Today’s Purpose:* tour the commonground offices andmeet the team* review commonground’s strategic &creative approach to th...
The Assignments:1. Create a Multicultural product campaignthat highlights innovative & transactionalCommunications2. An im...
* Deliverables are based on the direction	                             Presented in the RFP & built on the creative 	     ...
Illinois LotteryStrategic Tool Box — Unearth Key Brand Instincts 	 — Identify Multicultural Consumer Target 	 — Create Umb...
* Entertaining                    — Provide fun and relevant gaming options 	                     	                   * Fo...
Identifying theMulticultural Opportunity
How does Cook County                     stack up for Lottery?AFRICAN AMERICAN         ASIAN        HISPANIC
What does the           Total Population:Multicultural            5,194,675 population     z	     - African American: 24.8...
— who has the           Total Population:  greatest               5,194,675    player  Impact?                z	     - Afr...
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Illinois lottery

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Illinois lottery

  1. 1. Illinois LotteryRFP response— Common Ground strategic & creative approach
  2. 2. * Introductions / Office Tour * Today’s Purpose (Account) * Review of Assignment (Account) * Key Considerations (Account) — Assumptions — Disclaimers — Table of * Our Strategic Approach (Planning) — Review Brand & Category Contents: z   - Review against best practices states, “What worked and Why?” — Key Consumer Insights - Multicultural make up of IL - Identify the Target - Universal Truths/Segment Specific Insights - How it translates for retailer (B2B) - How it translates for consumer (B2C) — Overarching Platform - TBD: “Our hierarchy/strategy of how we will approach 2 assignments”
  3. 3. Today’s Purpose:* tour the commonground offices andmeet the team* review commonground’s strategic &creative approach to the LotteryMulticultural RFP
  4. 4. The Assignments:1. Create a Multicultural product campaignthat highlights innovative & transactionalCommunications2. An image campaign in which we areseeking your strategic recommendation onimproving the perception of the IL Lotterybrand with Multicultural consumers
  5. 5. * Deliverables are based on the direction Presented in the RFP & built on the creative platform provided * “Spectacular Numbers” serves as a creative thread connecting all activation pillars — Key — — OOH / Transit Retail / POS Considerations: z   — Digital (.com, social media) — Print * Proposed media activation plan is based on our experience in the market & qualitative outreach * Traditionally, our philosophy is rooted in a collaborative, transparent engagement with our client partners
  6. 6. Illinois LotteryStrategic Tool Box — Unearth Key Brand Instincts — Identify Multicultural Consumer Target — Create Umbrella Strategic Platform
  7. 7. * Entertaining — Provide fun and relevant gaming options * For Me — Reflect the people of IL * Genuine — Positive contributor to the state of IL Illinois LotteryWHAT DO WE STAND FOR?
  8. 8. Identifying theMulticultural Opportunity
  9. 9. How does Cook County stack up for Lottery?AFRICAN AMERICAN ASIAN HISPANIC
  10. 10. What does the Total Population:Multicultural 5,194,675 population z   - African American: 24.8% look like? - Hispanic: 24% - Asian: 6.2%
  11. 11. — who has the Total Population: greatest 5,194,675 player Impact? z   - African American: 24.8% - Hispanic: 24% - Asian: 6.2%

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