virginia lottery

 Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &

Layne Wilson

Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &

Layne Wilson

Virginia Lottery

Strategic Recommendations

Why are we here?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  

 The Role of the Lottery

The Relationship with the Target

Recommendations  

Today’s Pick 3Today’s Pick 3

What we did

Secondary

SWOT AnalysisCategory ExplorationCompetitive Analysis

What we didQuantitativeOnline survey

QualitativeIn-store observationsRetailer interviewsMan-on-the-street interviewsOne-on-one interviewsFocus groups

Today’s Pick 3Today’s Pick 3

The Relationship with the Target

Recommendations  

The Role of the LotteryThe Role of the Lottery

How does the average person get through a week?

How does the average person get through a week?

smaller, simpler, easierentertainment

EntertainmentEntertainment

poker television sudoku video

games impulse buys blogging

movies

crossword puzzles shopping

youtube cell phone games

reading

amusement

amusement

pocket-sized thethe

Today’s Pick 3Today’s Pick 3

 The Role of the Lottery

Recommendations  

The Relationship with the TargetThe Relationship with the Target

18 to 24 year-olds

College students

18 to 24 year-olds

College students

Who are we talking to?

Lottery Strangers

Lottery

Lovers

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Lottery Strangers

Lottery

Lovers

How do they differ?

What do they think?What do they think?

How do they feel?How do they feel?

How do they value $1?

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 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

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?When do they play?Companion Purchases

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Big Jackpot

Today’s Pick 3Today’s Pick 3

 The Role of the Lottery

The Relationship with the TargetRecommendationsRecommendations

AWARENESSAWARENESS

CONSIDERATIONCONSIDERATION

SHOPSHOP

PURCHASEPURCHASE

The Purchase ProcessThe Purchase Process

What does the brand mean to them?What does the brand mean to them?

AWARENESSAWARENESSNow: Awareness of games is high, but target cannot identify a brand personality

Next: Create a brand personality that the target can engage with

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 ValMeet Val

Optimistic

Adventurous

Lucky

Spontaneous

aa lottalotta

littlelittle

funfun

How do they consider purchases?How do they consider purchases?

AWARENESSAWARENESS

CONSIDERATIONCONSIDERATIONNow: The message is not placed in media channels that intersect with target

Next: Media buys for urban & college radio spots, campus publications

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 NewspapersNon-TraditionalRadio

How do they shop?How do they shop?

AWARENESSAWARENESS

CONSIDERATIONCONSIDERATION

SHOPSHOP

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

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?How do they finish the sale?

AWARENESSAWARENESS

CONSIDERATIONCONSIDERATION

SHOPSHOP

PURCHASEPURCHASE

Now: Brand personality is surrendered to the Retailer

Next: Re-energize the sales force to form a connection with 18-24 year olds

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 PictureThe Big Picture

AWARENESSAWARENESS

CONSIDERATIONCONSIDERATION

SHOPSHOP

PURCHASEPURCHASE

Brand Personality

Message Intersection

Distribution Opportunities

Purchase Experience

Brand Personality

Message Intersection

Distribution Opportunities

Purchase Experience

Budget BreakdownBudget Breakdown

30%

30%

20%

15%

5%

Non-TraditionalRadioPrintPoint-of-SaleMicrosite

How will we measure success?

MicrositeHits on lottalittlefun.comPhoto downloads

MicrositeHits on lottalittlefun.comPhoto downloads

Tracking StudyIncrease in salesIncrease in brand awarenessIncrease in frequency of purchase

Tracking StudyIncrease in salesIncrease in brand awarenessIncrease in frequency of purchase

Non-traditionalTicket salesTraffic

Non-traditionalTicket salesTraffic

Retailer FeedbackRetailer Feedback

The winning numbers…The winning numbers…

Controlled risks are liberatin

g1Pocket-sized amusement

2 3Play up

every little moment

Thank You!Thank You!

Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &

Layne Wilson

Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &

Layne Wilson