Summer 2014 Lottery Intern Keynote

8/12/2019 Summer 2014 Lottery Intern Keynote

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Summer 2014 Internshi


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THE TEAM


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Shayna CentanniUniversity of North Florida

Account Management

Daniel Ciccarello

Florida State College at JacksonvilleArt Director

Anne Elizabeth Clark

University of FloridaMedia Planning

Kristin HUniversity of N

Public Re

Jeff JonesUniversity of North Florida

Copywriter

Joseph MattarUniversity of North Florida

Research/Planning

Katey WeeksFlorida State University

Project Management

Olivia WUniversity of N

Social M

MEET THE INTERNS


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OURASSIGNMENT


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How do we connect and stay connected to our prospective aplayers year round?

OUR ASSIGNMENT


6/74RESEARCH: PLAYER PLATFORM SNAPSHOT

rep


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Week 1

June 9-13

Week 2

June 16-20

Week 3

June 23-27

Week 4

July 30-4

Week 5

July 7-11

Week 6

July 14-18

Week 7

July 21-2

Establish OGSM

Presentation

Development

Program/

Content

DevelopmentNarrowed

Down

Assignment

Demographic/

Psychographic

Survey

Developed Big

Idea

Strategized

Ideal Campaign

Determined

Target Audience

Secondary

Research

Conducted

OUR ASSIGNMENT: OUR PROCESS


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Team Video

THE TEAM


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RESEARCH: INTERCEPTS & ONLINE SURVEY

Web sites

Databases through 4AsMRI data

Weekly executive trends report

Secondary Research


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Online Survey:sample size was 140 millennials who live in Florida answering question

lottery and their social media habits.

One-on-one interviews: Asked 20 millennials questions on what engages them the m

media and Florida Lottery purchasing habits.

RESEARCH: SURVEY INTERCEPTS

Primary Research


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RESEARCH: SURVEY INTERCEPTS

Strategy for Goal #1

placeholder for interview video


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RESEARCH: UNDERSTANDING MILLENNIALS


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RESEARCH: MILLENNIALS & FLORIDA LOTTERY

Rite of passage: Age 18 Lottery ticket as gifts


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RESEARCH: MILLENNIALS & SOCIAL MEDIA

53%willa

55%have

We value brands that allow usto express ourselves

75%willlikeimages

60%enjosuccess

50%folloorgani

Secondary Research


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Alreadypresentonsocialmedia

Involvedineducation

4554#"6%7"7$!

8-)/* .1.-2/233 9: 8-)*+9 ;?


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RESEARCH: PERSONA 1


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RESEARCH: PERSONA 2


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RESEARCH: PERSONA 3


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O.G.S.M.


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The specificmetrics that will

track the progresswe make toward

our goals

Why are weengaged in this

effort?

The specific andmeasurable

accomplishmentsthat indicate

progress towardeach of ourobjectives.

The initiativesrequired to

influence andchange behavior tosuccessfully impact

our goals

:WHAT IS IT?


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Increase brand awareness and build engagement through digsocial media with millennials



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Increase social,

digital and on-site

event awareness by8-10%

1.

Develop engaging content to

create onsite interactions Create incentives for existing

lottery players Earned/owned media Integrate social icons on and

offline


Increase social, digitaland onsite event

awareness by 8-10%

Develop engaging contentto create onsiteinteractions

Create incentives forexisting lottery players

Earned/owned media Integrate social icons

on and offline

I b d d b ld h h d

I b d d b ld h h d


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1.



awareness by 8-10%




on and offline

Create content toengage users through

relevant platforms Increase user-generated

content through eventsand contests

Increase engagement by6-8% through user-

generated content

I b d d b ild h h di


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awareness by 8-10%

Build user by increasin

and retentapp b




on and offline

Strengthenrelationshipstore co-pr

Make scann Encourage sharing

Collect perconsumer ifuture com

Create content toengage users through

relevant platforms Increase user-generated

content through eventsand contests

Increase engagement by6-8% through user-

generated content

Channel Recommendation


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Channel Recommendation


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THE BIG IDEA


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#PlayItForwardBy using the #PlayItForward campaign, we aim to engage millenniFlorida Lottery by bringing awareness to the brands affiliation w

Futures and how they continually play it forward throughout the Su

THE BIG IDEA

Brand Pillars


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THE BIG IDEA

Brand Pillars


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#PLAYITFORWARD IN ACTION

Did You Know?


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PLAY IT FORWARD: AWARENESS

Did You Know?

Campaign Spokesperson


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p g p p

Bright Futures Spot Light


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g p g

Bright Futures Spot Light


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g p g

BF HIGHLIGHTED ON FLOT HOMEPAGE BANNER

#PlayItForward Photo-a-day


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ENGAGEMENT: CONTESTS

y y

YouTube How-To Video


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YouTube How-To Video


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1.) Intro 2.) Keith introduces himself andwelcomes you to Florida Lottery U.

3.) Keith leads you into conveni

4.) Once inside, you see the FloridaLottery Terminal.

5.) Keith takes you through the playingprocess step-by-step as you look overhis shoulder.

6.) Keith purchases the play


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Traveling Digital Wall


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Event Presence


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African-American MillennialZora Neale Hurston Festival of

the Arts & Humanities

1/31-2/4

$5,000

MillennialCollege Game Days - 11/29

Alumni/Booster Club Meetings

Scholarship Night

Ice Cream Social

$5,000


Hispanic MillennialHispanic Festival of Polk County

10/26

$5,000

The Tent


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Traveling Co

Check in on Facebook

Purchase $5 in Lottery Tickets

Street Team Apparel

Giveaways and Prizes


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Giveaways and Prizes


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Additional Events


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Overview


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PAID MEDIA STRATEGY

Objective: Raise awareness of the #PlayItForward campaign

Paid Media Approach

Broad, cost-efficient reach as well as specific targeting opportunities

Retargeting of Florida Lottery site visitors / Content targeting (gaming sites, etc.) / Behav

Extend reach by tacking on #PlayItForward and social channel icons to existing media

Flight Dates: 7/1/15-8/31/15

Digital/Mobile Display


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PAID MEDIA TACTICS : DIGITAL/MOBILE DISPLAY

Rich media (desktop / mobile)

Pushdown unit (desktop)

Follows on-the-go consumers throughout the day

Gamer-oriented users

Static Banner


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Rotating Banner Ads


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Pushdown Unit


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PAID MEDIA TACTICS: PUSH DOWN UNIT

Mobile Banners


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PAID MEDIA TACTICS : DIGITAL/MOBILE DISPLAYPAID MEDIA TACTICS

Pandora Radio


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PAID MEDIA TACTICS

61% of millennials listen to Pand

Pandora is the top rated station

market in Florida

Guarantees consumers are liste

Fewer ads per minute

Desktop Pandora


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PAID MEDIA TACTICS

Mobile Pandora


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PAID MEDIA TACTICS

Facebook Ads


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PAID MEDIA TACTICS

By pushing message through Facebook directly, the Florida Lottery can build a solid base of F

Generate a following to listen when content is pushed out

Create brand affinity; make people want to engage with the Florida Lottery

Facebook Ads


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PAID MEDIA TACTICS


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6

July

29 13 20 27 3 10 17 24 31

August


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PAID MEDIA FLOWCHART

$62,458Digital Display/Mobile

Existing Digital OOH

Drawing Support

TV & Digital

Incremental Paid Media

Annual Paid Media Allocation

TBD

Promotional Paid Media

Pandora

Paid Facebook

$26,398

$25,144

Owned Media

Earned Media

Website

Social Media Channels

PR

Reimagining the App


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PLAY IT FORWARD: APP

Scanner

Rewards Program Social Sharing iBeacon

App Platforms


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Login System


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Collect consumer informationfor future insight and touchpoints

Provide option to sign in withFacebook account

Addition of the Scanner


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Winning Ticket Confirmat Fraud Prevention

Convenient Second Chanc Rewards Program Entry

PLAY IT FORWARD APP

Integrating Social Media


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PLAY IT FORWARD APP

#WinningSmiles


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ENGAGEMENT: CONTESTS AND EVENTS

Take a selfie with wusing the mobile app

Post photo on Insta#WinningSmiles

User with the mostreceives swag

PLAY IT FORWARD APP & CONTESTS

Rewards Program


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The Florida Lottery Rewards Program provides

our players with a second2nd chance allowingthem to get something for nothing.

Ways players can receive rewards:

scanning purchased tickets entering ticket into 2nd chance prize taking a selfie and sharing it on their social media sites

PLAY IT FORWARD APP

iBeacon


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iBeacon is a new technology that broadcasts smaamounts of information (approx. 240 characters of t

to nearby users smart phones.

iBeacon


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O.G.S.M.

Increase social, digital and on-site event awareness by 8-1.


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Increase consumer experience and engagement by 6-8%through user generated content

2.


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Build consumer relationships through an increased downloaretention rate and user engagement on the FLOT app by

3.


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Money Well Spent


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BUDGET

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CONCLUSION

Mobile friendly website

Additional event appearances

More iBeacon placement in stores

Upgraded database system

Upgraded eBlast creation platform to MailChim

Solution for cash only purchases


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IN CONCLUSION


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Documents

Summer 2014 Lottery Intern Keynote