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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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Virginia Lottery

  1. 1.   Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann & Layne Wilson Virginia Lottery Strategic Recommendations
  2. 2.   Why are we here? To increase Virginia Lottery playership among 18-24 year-olds      
  3. 3.   The Role of the Lottery The Relationship with the Target Recommendations     Today’s Pick 3
  4. 4. What we did Secondary SWOT Analysis Category Exploration Competitive Analysis
  5. 5. What we did Quantitative Online survey Qualitative In-store observations Retailer interviews Man-on-the-street interviews One-on-one interviews Focus groups
  6. 6. Today’s Pick 3   The Relationship with the Target Recommendations     The Role of the Lottery
  7. 8.   How does the average person get through a week? smaller, simpler, easier entertainment
  8. 9. <ul><li>Entertainment </li></ul>poker television sudoku video games impulse buys blogging movies crossword puzzles shopping youtube cell phone games reading
  9. 10. amusement pocket-sized the
  10. 11. Today’s Pick 3   The Role of the Lottery Recommendations     The Relationship with the Target
  11. 12. 18 to 24 year-olds College students   Who are we talking to?
  12. 13.   <ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Strangers </li></ul></ul><ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Lovers </li></ul></ul>
  13. 14.  
  14. 15.   <ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Strangers </li></ul></ul><ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Lovers </li></ul></ul>
  15. 16. How do they differ ?
  16. 17. What do they think?
  17. 18. How do they feel?
  18. 19. How do they value $1?
  19. 20.   <ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Strangers </li></ul></ul><ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Lovers </li></ul></ul>
  20. 21.   <ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Strangers </li></ul></ul><ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Lovers </li></ul></ul><ul><ul><li>Control </li></ul></ul><ul><ul><li>Risk </li></ul></ul>
  21. 22.   <ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Strangers </li></ul></ul><ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Lovers </li></ul></ul><ul><ul><li>Control </li></ul></ul><ul><ul><li>Risk </li></ul></ul><ul><ul><li>“ Just Friends” </li></ul></ul>
  22. 23.   <ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Strangers </li></ul></ul><ul><ul><li>Lottery </li></ul></ul><ul><ul><li>Lovers </li></ul></ul><ul><ul><li>Control </li></ul></ul><ul><ul><li>Risk </li></ul></ul><ul><ul><li>“ Just Friends” </li></ul></ul><ul><ul><li>Controlled </li></ul></ul><ul><ul><li>Risk </li></ul></ul>
  23. 24.   are liberating   controlled risks
  24. 25.   “ ” 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
  25. 26.   Play up every little moment.     little
  26. 27. When do they play? Companion Purchases Gifts Feeling Lucky Big Jackpot
  27. 28. Today’s Pick 3   The Role of the Lottery The Relationship with the Target Recommendations
  29. 30. 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
  30. 31. Meet Val Optimistic Adventurous Lucky Spontaneous
  31. 32. a lotta little fun
  32. 33. 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
  33. 34. Intersect with them College Newspapers Non-Traditional Radio
  34. 35. 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
  35. 36. Expand Distribution
  36. 37. 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
  37. 38. Re-energize your retailers!
  38. 39. The Big Picture AWARENESS CONSIDERATION SHOP PURCHASE Brand Personality Message Intersection Distribution Opportunities Purchase Experience
  39. 40.   Budget Breakdown
  40. 41.   How will we measure success? Microsite Hits on Photo downloads Tracking Study Increase in sales Increase in brand awareness Increase in frequency of purchase Non-traditional Ticket sales Traffic Retailer Feedback
  41. 42. The winning numbers … Controlled risks are liberating 1 Pocket-sized amusement 2 3 Play up every little moment
  42. 43.   Thank You! Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann & Layne Wilson