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