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Summer 2014 Internship

THE TEAM
Shayna Centanni
University of North Florida
Account Management
Daniel Ciccarello
Florida State College at Jacksonville
Art Director
Anne Elizabeth Clark
University of Florida
Media Planning
Kristin Hanson
University of North Florida
Public Relations
Jeff Jones
University of North Florida
Copywriter
Joseph Mattar
University of North Florida
Research/Planning
Katey Weeks
Florida State University
Project Management
Olivia Werner
University of North Florida
Social Media
MEET THE INTERNS

OUR ASSIGNMENT
How do we connect and stay connected to our prospective and current
players year round?
OUR ASSIGNMENT
RESEARCH: PLAYER PLATFORM SNAPSHOT
Each icon
represents 1000
players
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 21-25
Week 8
July 28-31
Establish OGSM
Presentation
Development
Program/
Content
Development
Narrowed
Down
Assignment
Demographic/
Psychographic
Survey
Developed Big
Idea
Strategized
Ideal Campaign
Determined
Target Audience
Secondary
Research
Conducted
OUR ASSIGNMENT: OUR PROCESS
Team Video
THE TEAM

RESEARCH & PLANNING
RESEARCH: INTERCEPTS & ONLINE SURVEY


Web sites
Databases through 4As
MRI data
Weekly executive trends report
Secondary Research

Online Survey: sample size was 140 millennials who live in Florida answering questions about the Florida
lottery and their social media habits.
One-on-one interviews: Asked 20 millennials questions on what engages them the most through social
media and Florida Lottery purchasing habits.
RESEARCH: SURVEY INTERCEPTS
Primary Research
RESEARCH: SURVEY INTERCEPTS
Strategy for Goal #1
placeholder for interview video
RESEARCH: UNDERSTANDING MILLENNIALS
RESEARCH: MILLENNIALS & FLORIDA LOTTERY

Rite of passage: Age 18

Lottery ticket as gifts


RESEARCH: MILLENNIALS & SOCIAL MEDIA
53% will retweet a brand if there
are incentives
55% have posted a sele
We value brands that allow us
to express ourselves
75% will share, retweet and
like images at non-prot events
60% enjoy hearing about
successful projects
50% follow non-prot
organizations
Secondary Research
!"#$%&"'!
')*+ ,-./0 .1.-2/233
Already present on social media
Involved in education

4554#"6%7"7$!
8-)/* .1.-2/233 9: 8-)*+9 ;<9<-23
Creating incentives for social media
Showcase winning awareness
"'#$="!
!:>).? @20). >?<A2-

Other gambling establishments in Florida


Online gaming
B$=C%$!!$!
D.3+E:/?F 3.?23
Games can be perceived as un-winnable
" No awareness of stay connected channels
SWOT Analysis
RESEARCH: KEY FINDINGS
RESEARCH: PERSONA 1
RESEARCH: PERSONA 2
RESEARCH: PERSONA 3

O.G.S.M.
The specic
metrics that will
track the progress
we make toward
our goals
Why are we
engaged in this
effort?
The specic and
measurable
accomplishments
that indicate
progress toward
each of our
objectives.
The initiatives
required to
inuence and
change behavior to
successfully impact
our goals
:WHAT IS IT?
Increase brand awareness and build engagement through digital and
social media with millennials
Increase brand awareness and build engagement through digital and
social media with millennials
Increase brand awareness and build engagement through digital and
social media with millennials
Increase social,
digital and on-site
event awareness by
8-10%
1.
Develop engaging content to
create onsite interactions
Create incentives for existing
lottery players
Earned/owned media
Integrate social icons on and
ofine
Increase brand awareness and build engagement through digital and
social media with millennials
Increase social, digital
and onsite event
awareness by 8-10%
Develop engaging content
to create onsite
interactions
Create incentives for
existing lottery players
Earned/owned media
Integrate social icons
on and ofine
Increase brand awareness and build engagement through digital and
social media with millennials
1.
Increase brand awareness and build engagement through digital and
social media with millennials
Increase social, digital
and onsite event
awareness by 8-10%
Develop engaging content
to create onsite
interactions
Create incentives for
existing lottery players
Earned/owned media
Integrate social icons
on and ofine
Create content to
engage users through
relevant platforms
Increase user-generated
content through events
and contests
Increase engagement by
6-8% through user-
generated content
Increase brand awareness and build engagement through digital and
social media with millennials
Increase social, digital
and onsite event
awareness by 8-10%
Build user engagement
by increasing download
and retention rate on
app by 4-5%
Develop engaging content
to create onsite
interactions
Create incentives for
existing lottery players
Earned/owned media
Integrate social icons
on and ofine
Strengthen retailer
relationship through in-
store co-promotion
Make scanner for app
Encourage content
sharing
Collect personal
consumer information for
future communications
Create content to
engage users through
relevant platforms
Increase user-generated
content through events
and contests
Increase engagement by
6-8% through user-
generated content
Channel Recommendation

THE BIG IDEA
#PlayItForward
By using the #PlayItForward campaign, we aim to engage millennials with the
Florida Lottery by bringing awareness to the brands afliation with Bright
Futures and how they continually play it forward throughout the Sunshine State.
THE BIG IDEA
THE BIG IDEA
Brand Pillars

#PLAYITFORWARD IN ACTION
PLAY IT FORWARD: AWARENESS
Did You Know?
PLAY IT FORWARD: AWARENESS
Campaign Spokesperson
PLAY IT FORWARD: AWARENESS
Bright Futures Spot Light
PLAY IT FORWARD: AWARENESS
Bright Futures Spot Light
BF HIGHLIGHTED ON FLOT HOMEPAGE BANNER
ENGAGEMENT: CONTESTS
#PlayItForward Photo-a-day
PLAY IT FORWARD: AWARENESS
YouTube How-To Video
PLAY IT FORWARD: AWARENESS
1.) Intro
2.) Keith introduces himself and
welcomes you to Florida Lottery U.
3.) Keith leads you into convenience store.
4.) Once inside, you see the Florida
Lottery Terminal.
5.) Keith takes you through the playing
process step-by-step as you look over
his shoulder.
6.) Keith purchases the play slip.
YouTube How-To Video
#PlayItForward Ticket Drop
ENGAGEMENT: CONTESTS
PLAY IT FORWARD: AWARENESS
Traveling Digital Wall
African-American Millennial
Zora Neale Hurston Festival of
the Arts & Humanities
1/31-2/4
$5,000
Millennial
College Game Days - 11/29
Alumni/Booster Club Meetings
Scholarship Night
Ice Cream Social
$5,000
PLAY IT FORWARD: AWARENESS
Hispanic Millennial
Hispanic Festival of Polk County
10/26
$5,000
Event Presence
PLAY IT FORWARD: AWARENESS
Traveling Corn Hole Game
Check in on Facebook
Purchase $5 in Lottery Tickets
The Tent
Street Team Apparel
PLAY IT FORWARD: AWARENESS
Giveaways and Prizes
PLAY IT FORWARD: AWARENESS
Giveaways and Prizes
PLAY IT FORWARD: AWARENESS
Additional Events
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.) / Behavioral targeting
Extend reach by tacking on #PlayItForward and social channel icons to existing media
Flight Dates: 7/1/15-8/31/15
Overview
PAID MEDIA TACTICS : DIGITAL/MOBILE DISPLAY
Rich media (desktop / mobile)
Pushdown unit (desktop)
Follows on-the-go consumers throughout the day
Gamer-oriented users
Digital/Mobile Display
PAID MEDIA TACTICS : DIGITAL/MOBILE DISPLAY
Static Banner
PAID MEDIA TACTICS : DIGITAL/MOBILE DISPLAY
Rotating Banner Ads
PAID MEDIA TACTICS: PUSH DOWN UNIT
Pushdown Unit
PAID MEDIA TACTICS : DIGITAL/MOBILE DISPLAY
Mobile Banners
PAID MEDIA TACTICS
PAID MEDIA TACTICS
61% of millennials listen to Pandora
Pandora is the top rated station in every
market in Florida
Guarantees consumers are listening to the ad
Fewer ads per minute
Pandora Radio
PAID MEDIA TACTICS
Desktop Pandora
PAID MEDIA TACTICS
Mobile Pandora
PAID MEDIA TACTICS
By pushing message through Facebook directly, the Florida Lottery can build a solid base of Facebook fans
Generate a following to listen when content is pushed out
Create brand affinity; make people want to engage with the Florida Lottery
Facebook Ads
PAID MEDIA TACTICS
Facebook Ads
PAID MEDIA TACTICS
Facebook Ads
PAID MEDIA FLOWCHART
$62,458 Digital Display/Mobile
Existing Digital OOH
Drawing Support
TV & Digital
Incremental Media: $115,000
Incremental Budget: $115,000
Variance: ($0)
Incremental Paid Media
Annual Paid Media Allocation
6
July
29 13 20
Total Impressions: 17,216,209
CPM: $6.68

Flight Dates: 7/1/15-8/31/15
27
TBD
Promotional Paid Media
Pandora
Paid Facebook
3 10 17 24 31
August
$26,398
$25,144
Owned Media
Earned Media
Website
Social Media Channels
PR
PLAY IT FORWARD: APP

Scanner

Rewards Program

Social Sharing

iBeacon
Reimagining the App
PLAY IT FORWARD: APP
App Platforms
PLAY IT FORWARD: APP
Login System

Collect consumer information


for future insight and touch
points

Provide option to sign in with


Facebook account
Addition of the Scanner

Winning Ticket Conrmation

Fraud Prevention

Convenient Second Chance Entry

Rewards Program Entry


PLAY IT FORWARD: APP
Integrating Social Media
PLAY IT FORWARD: APP
ENGAGEMENT: CONTESTS AND EVENTS
#WinningSmiles

Take a sele with winning ticket


using the mobile app.

Post photo on Instagram using


#WinningSmiles

User with the most creative photo


receives swag
PLAY IT FORWARD: APP & CONTESTS
The Florida Lottery Rewards Program provides
our players with a second 2nd chance allowing
them to get something for nothing.
Ways players can receive rewards:

scanning purchased tickets

entering ticket into 2nd chance prize

taking a sele and sharing it on their social media sites


Rewards Program
PLAY IT FORWARD: APP
iBeacon
PLAY IT FORWARD: APP
iBeacon is a new technology that broadcasts small
amounts of information (approx. 240 characters of text)
to nearby users smart phones.
iBeacon
PLAY IT FORWARD: APP

O.G.S.M.
Increase social, digital and on-site event awareness by 8-10%
1.
Increase consumer experience and engagement by 6-8%
through user generated content
2.
Build consumer relationships through an increased download rate,
retention rate and user engagement on the FLOT app by 4-5%
3.
BUDGET
l1LM CCS1 CCS1 88LAkuCWn
vldeo/hoLo ConLenL CreaLlon $20,000
Pow-1o-lay vldeos, hoLoshooLs, eLc.
App CreaLlon $130,000
CreaLlon of Androld laLform $30,000
LnhancemenL of lCS laLform $30,000
CreaLlon of Logln SysLem $30,000
8 LvenLs $23,000
ulglLal Wall $10,000
LvenL Sponsorshlps (Plspanlc lesLlval of olk CounLy, Alumnl/8oosLer Club LvenLs,
College Came uays, Zora neale PursLon lesLlval of Lhe ArLs & PumanlLles) $10,000
roducLlon/rlzes/Clveaways $3,000
ald Medla romoLlons $113,000
ulglLal/Moblle ulsplay $63,438
andora $26,398
ald lacebook $23,144
l8eacon lnsLallaLlon $3,000
23 SLores (1rlal 8un) $200/unlL
1C1AL CCS1 $313,000
Money Well Spent
CONCLUSION
Additional Recommendations
Mobile friendly website
Additional event appearances
More iBeacon placement in stores
Upgraded database system
Upgraded eBlast creation platform to MailChimp
Solution for cash only purchases

IN CONCLUSION