Virginia Lottery

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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.

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

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 Today’s Pick 3

What we did Secondary SWOT Analysis Category Exploration Competitive Analysis

What we did Quantitative Online survey Qualitative In-store observations Retailer interviews Man-on-the-street interviews One-on-one interviews Focus groups

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

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

Entertainment poker television sudoku video games impulse buys blogging movies crossword puzzles shopping youtube cell phone games reading

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

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

Lottery Strangers Lottery Lovers Control Risk

Lottery Strangers Lottery Lovers Control Risk “ Just Friends”

Lottery Strangers Lottery Lovers Control Risk “ Just Friends” Controlled Risk

“ ” 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

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

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

AWARENESS CONSIDERATION SHOP PURCHASE The Purchase Process

Meet Val Optimistic Adventurous Lucky Spontaneous

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

Intersect with them College Newspapers Non-Traditional Radio

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

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

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

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In 2014, I spent a lot of time around soccer fans. I regularly hung out at the sports bars frequented by Los Angeles’s official Real Madrid supporters club. My friends constantly shared with me, via email and social media, soccer-related websites, articles, and videos highlighting soccer fans and their love of the sport — and I clicked on them. I posted on soccer blogs, and rang up a bunch of credit card purchases in Brazil in July, during the World Cup. If my phone, the sites I visited, and the merchants I patronized had been collecting all the data associated with the places I went, the people I spoke to, and even the purchases I made, an analyst could easily have concluded that I was an ardent soccer fan (or, as people outside the U.S. would say, a football fan). But I’m not; at least, I wasn’t. At the time, I was studying sports fans as part of a research project with Havas Sports and Entertainment, to understand their passions and how they engage with brands — especially the brands that sponsor players, teams, and events in hopes of giving sports fans the experiences that they want. In doing so, I wound up becoming a case study in my own project. My data trail marked me as a soccer fan, and continues to do so to this day. As I go about my business online, I am continually served automatically generated soccer-related recommendations and ads. My experience is, of course, not unique. The widespread use of mobile devices has shifted the way we think about, understand, and participate in the world. Sometimes by permission (but often without our awareness), we continually funnel our locations, habits, desires, and selves into a pool of knowledge that every company wants to drink from in order to better understand and serve us. Each of us increasingly leaves behind trails of data that become crucial in shaping our digital identity.

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Virginia Lottery

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

9. Entertainment poker television sudoku video games impulse buys blogging movies crossword puzzles shopping youtube cell phone games reading

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?

13. Lottery Strangers Lottery Lovers

14.

15. Lottery Strangers Lottery Lovers

16. How do they differ ?

17. What do they think?

18. How do they feel?

19. How do they value $1?

20. Lottery Strangers Lottery Lovers

21. Lottery Strangers Lottery Lovers Control Risk

22. Lottery Strangers Lottery Lovers Control Risk “ Just Friends”

23. Lottery Strangers Lottery Lovers Control Risk “ Just Friends” Controlled Risk

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

Virginia Lottery

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