A group presented strategic recommendations to increase Virginia Lottery playership among 18-24 year-olds. They conducted secondary research and primary research including surveys, observations, and interviews. They recommend developing a brand personality that resonates with this target, placing media buys in outlets they frequent, expanding distribution to places they visit for fun, and re-energizing retailers to connect with this age group. Success will be measured by various metrics tracking awareness, sales, and experience.

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

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

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

4. What we did Secondary SWOT Analysis Category Exploration Competitive Analysis

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

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

10. amusement pocket-sized the

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

12. 18 to 24 year-olds College students Who are we talking to?

16. How do they differ ?

17. What do they think?

18. How do they feel?

19. How do they value $1?

24. are liberating controlled risks

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

26. Play up every little moment. little

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

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

29. AWARENESS CONSIDERATION SHOP PURCHASE The Purchase Process

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

31. Meet Val Optimistic Adventurous Lucky Spontaneous

32. a lotta little fun

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

34. Intersect with them College Newspapers Non-Traditional Radio

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

36. Expand Distribution

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

38. Re-energize your retailers!

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

40. Budget Breakdown

41. 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

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

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