Rob Ambrosio Yoana Kochneva

Account Manager Digital Designer

Michelle Calvagno Erin Murphy

Project Manager Copywriter

Michael Cheng Bernard Nuesa

Account Planner Art Director

Allison Drake Andrew Reid

Media Planner Social Media

Team Overview
2
 The Florida Lottery provides online and scratch - off games for consumers not only to win cash
prizes, but also to introduce fun and excitement into their lives. In addition to being a form of
entertainment, the Florida Lottery is a non - profit organization that uses its resources to give
back to the community. Money from Lottery sales goes back into the Florida community through
the funding of Florida public education.

The St. John & Partners (SJ&P) interns will implement a campaign focused on young consumers
between the ages of 21 and 29 in order to increase sales and to combat the low levels of winner
awareness. According to research, the 21 - 29 age group is the least likely to have played the
Lottery in the past year. We see a lucrative opportunity to build a strong, long - term relationship
with these consumers as a means to increase their participation in Lottery games and to build
brand loyalty.

Through the creative use of social media, combined with a traditional campaign, which will
emphasize point - of - sale displays, we can refresh the image of the Florida Lottery to appeal
more effectively to young consumers. Because they belong to a generation well acquainted with,
and almost reliant on, technology and the Internet, our message will be receptive to integration of
social media into a traditional campaign.

Executive Summary
4
 Background:

The Florida Lottery was enacted by a 2:1 taxpayer vote in 1988 as a means of raising funds to
enhance Florida’s public education system while providing entertainment for its adult residents
and visitors. Since its inception, the Florida Lottery has returned more than $21 billion to the state
to fund such programs as Bright Futures Scholarships, public school construction and remodeling
grants, and funds for school books and programs as determined by each county. Last year, the
Lottery returned $1.28 billion to the Educational Enhancement Trust Fund.

Products:

The Florida Lottery offers a variety of gaming alternatives, including multistate games like Powerball,
as well as large jackpot games like Florida LOTTO. Other online games include Mega Money,
Fantasy 5, Play 4 and Cash 3, offering drawings staggered throughout the week. Online games
are computer - generated games for which players select numbers or have the computer select
numbers for them (quick pick). For players who want instant gratification, the Florida Lottery offers
a variety of scratch - off games, with more than 25 to choose from at any give time. Additionally,
players of both online and scratch games are given opportunities to enter their non - winning
tickets into second - chance drawings and raffles.

Client Overview
6
 SWOT Analysis
Strengths: Weaknesses:
• Statewide recognition • Cash - only sales
• Loyal customer base • Government restrictions
• Wide variety of games
• Funded education ($21 billion)
• Second - chance opportunities

Opportunities: Threats:
• Generation Y has reached age to participate • Volatile economy
• Improving economy • National competitors
• Large marketing budget • Winners reluctant to participate in media
opportunities
• Economic recession and an increase in
unemployment rates has led to slower sales

Client Overview
7
 Assignment Background:

One of the major challenges facing any Lottery – especially those beyond the start - up phase of
existence – is maintaining player excitement and interest. A common refrain from the general public is
that “nobody wins” or “nobody I know wins” the Lottery. Of course, a “winning experience” is defined
differently by different players. Some players are satisfied with winning a few dollars since the Lottery
is another form of entertainment for their discretionary dollar, while others are yearning to win the big
jackpot. Over the years, most top - prize winners have become reluctant to participate in news media
and marketing opportunities. This limits the Lottery’s ability to promote “real winners” that other
players might identify with and thereby stimulate participation in the games. Public awareness of Lottery
winners is a major contributor to increasing sales.

Assignment:

To propose a solution to the challenge of increasing Lottery winner awareness among the general public,
both playing and non - playing.

Assignment Requirements & Guidelines:

The assignment should produce a proposed campaign that focuses on the winning experience, conveys
the fun and excitement of playing the Lottery, and emphasizes awareness of the many Florida winners,
not just prizes or game benefits. Further, the campaign should incorporate the Lottery brand – not just
the logo and game names, but its very essence – into a campaign that ultimately reinforces to current
players why they play, and reminds lapsed or non - players of what they’re missing.

Assignment Overview
9
 The Florida Lottery has been a part of Florida culture since the first tickets were sold across the state.
Since then a whole new group of players has matured enough to play.Yet out of all age groups, it is the
younger players that are the least likely to play (according to Florida Lottery data). We chose to focus on
how to get these new players (young consumers ages 21 - 29) to purchase Lottery tickets.

Our research wanted to answer the question: How can we make the Lottery fun for a generation that has
grown up with video games and the Internet? Our research had to understand who our audience was, what
they liked and what their mindset was compared to previous generations. We also set out to learn what
were their current perceptions of the Florida Lottery and why they do or do not play.

We found that young consumers do not see much value in playing the Lottery, and they tend to play
spontaneously. Also, “winning” is perceived in different ways depending on the situation. With this
information, we found that our best approach was to remind players that the Florida Lottery provides a
spontaneous moment of fun that spreads among a large amount of players every day.

Research/Planning
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 Who do we want to play?

21 to 29 year old young consumers within the Millennial generation.

Why do we want them to play?

The Florida Lottery was established 22 years ago, and since 1988 a new generation of consumers hahasve
reached the age where they can play the Lottery; however, according to tracking surveys and figures from
the Lottery, this younger demographic of Floridians is the least likely to participate. This younger group
happens to belong to the largest population segment of Americans and are descendants of the Baby
Boomers. Since Florida is no longer considered a retirement community for the North, there has been
a population increase in the younger demographic, which reflects the overall national trend. There is an
opportunity to expand the Lottery when reaching this group of young consumers and encouraging them to
play. Thus, it will ensure its growth into the future.

Research/Planning
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 Who exactly are these players?
Trendsetters:
Young consumers belong to the Millennial generation, born between 1980 and 1995. The Millennial
generation is also called the Echo Boomers because they are the children of the Baby Boomer generation.
With a population of around 80 million, the Millennial generation is seen as the next wave of consumers who
will determine what is mainstream and possess the major purchasing power in the country.

Constant connectivity:
The Millennial generation has grown up with the Internet ingrained in their lifestyles. Because of this, they
are constantly connected to the world around them, which has shaped the way they find information.
According to Mintel consumer reports, 59 percent of Millennials say the Internet is their first source for
information. Though they may consider the Internet more of a primary source of entertainment than
television, that is not to say it has replaced television. In fact, young consumers are more likely to be on
the Internet while watching television. The advent of smartphones, such as the iPhone, has extended
their connection even more. The Internet also provides more than just entertainment to this generation.
Fifty - seven percent say that the Internet has become the new way for them to socialize and meet new
people. Social networks have become the norm (99 percent have some kind of social network profile).
A consequence of these new technologies has been the bombardment of advertising messages, which
Millennials have grown used to receiving every day. They have learned to tune out much of what is presented
to them, and in some cases have grown cynical of the way some companies choose to reach them.

Research/Planning
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 Self - Expression:
One effect the rise of the Internet has had on Millennials is their emphasis on self - expression. Seventy - one
percent of Millennials feel being a unique individual within a group is important. They are pioneers of user
- generated content. Through blogs, podcasts, wikis and social networks, Millennials have more chances to
showcase their own views and styles to the rest of the world without leaving their homes. Social networks
provide a chance to update their peers on every aspect of their lives. The increase of individuality within this
generation has resulted in higher levels of tolerance of other cultures and lifestyles.

Social Responsibility:
The Millennial generation is very conscious of social issues surrounding them. According to the 2006 Cone
Millennial Cause Study, 61 percent of Millennials are worried about the state of the world and feel personally
responsible to make a difference. Because of this they are more inclined to take part in activities which they
feel will make the world better. Eighty - one percent of respondents said they have volunteered in some
way, and their social conscience extends beyond their personal habits. They are very mindful of corporate
activities and how they affect the issues around the world. A vast majority (83 percent) say they are more
trustworthy of companies who are socially/environmentally responsible and would suggest such companies
to their friends (66 percent).

Research/Planning
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 PRIMARY RESEARCH

Purpose:

The research needed to gain perspective on the purchase habits and perceptions of young consumers to
the Lottery. By doing this, we could learn what the Lottery needs to do to better appeal to these younger
players.

Methodology:

1. One - on - one interviews in fove locations: San Marco, Downtown Jacksonville, Atlantic Beach, Jacksonville
Beach, St. Johns Town Center

2. Online survey distributed to 250 respondents between the ages of 18 and 29 in Florida.

Research/Planning
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 Respondents said they did not play the Lottery because:
• “I’m trying to save all my money.”
• “I feel like its money wasted.”
• “I just really haven’t had the desire to play, chances are I’ll lose.”
• “No, cuz I’d rather work hard to make my money and not take chances.”
• “I don’t believe in the Lottery, I think it’s false hopes.”

When asked if they saw the Florida Lottery as a form of entertainment,

respondents said:
• “Only if I won.”
• “Not like you would see playing at the slots.”
• “I wouldn’t see the Florida Lottery as entertainment. It’s a form of chance.”
• “If you had a dollar to spare, it’d be fun.”

When asked if they were more enticed to play the Lottery after hearing of a
friend winning, respondents said:
• “No, it wouldn’t make a difference.”
• “No, it made me want them to buy me a beer.”
• “It doesn’t make a difference to me.”

Respondents said the total number of Lottery winners per year were:
• “There are only 30 that are worth talking about.”
• “1 don’t know, 100?”
• “Maybe 12 people.”

Research/Planning
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When I hear a story of someone winning the Flori-
da Lottery, I want to try and purchase a ticket.

The Florida Lottery could

make my dreams come true.

Research/Planning
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 Why do you buy a Lottery ticket?

The odds are so small that I will win that I

don’t play the Florida Lottery.

Research/Planning
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 The Florida Lottery is a waste of my money.

Research/Planning
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 Key Findings
KEY FINDING #1: Winning is contextual.

Based on the research and perceptions of our participants, “to win” means different things when framed in
different contexts. When winning is seen as a personal experience (what did I win), it can be anything more
than breaking even; however, when winning takes an external context (what did he win or what will I tell
others I won), what is considered a “win” takes a different meaning. People require a more substantial prize
for it to be emotionally and psychologically relevant.

KEY FINDING #2: Play is spontaneous.

Younger players do not plan on playing the Lottery. They are not habitual players, but base their reasons to
play on a spontaneous decision. Advertising needs to concentrate most on capturing the consumer at the
point of purchase.

KEY INSIGHT #3: People who don’t play don’t see value in playing.

Those who do not play the Lottery feel that it is a waste of money because they have no chance of winning.

Research/Planning
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 Kristen, the Lost Graduate
Who is she?

Kristen just graduated from college; however, she is very unclear on where to go
from here. She is unsure of what her dreams are, and her career choice was out
of necessity and not out of aspiration. She is still dependent on her parents and
is living at home until she figures things out. In the meantime, she is looking for
a job. If she had a five - year plan, she would be at the very beginning, trying to
figure out where she wants to be in five years.

How do we reach her?

Kristen is in limbo between college and her next stage in life. She wants to be
sure that her next step is the right step, but can’t figure out where she wants to
go. Because she is looking for a job, she spends a lot of time on the Internet; how-
ever, she spends much of her day watching TV, hoping to find a source of inspira-
tion for her future. She loves to listen to music whenever she can, even while
doing other activities.

How does the Lottery fit into her life?

Kristen is looking for something to provide a spark in her life. The Lottery pro-
vides that potential spark and a way for her to lessen the stress of not knowing
her future.

Research/Planning
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 Tina and Her Young Family
Who is she?

Tina is 27 years old. She is married and has a 4 - year - old toddler. She is still
working her same job but has cut down her hours to look after her child. She is
starting to think about quitting her job so she can be a full - time mother; how-
ever, she is afraid of giving up her career and regretting it in the future, yet the
stresses of having a child and a job are starting to get to her. In her five - - year
plan, she is thinking of reevaluating her goals to fit her family’s needs.

How do we reach her?

Like Kristen, Tina is unsure where she is in her life. She is questioning whether
or not to commit to her children full - time and quit her job, or to try and bal-
ance the two. She feels she is working two jobs and does not have much time for
herself. On the rare occasion she does have some free time, she enjoys watching
television, specifically home network shows, and surfing the Internet.

How does the Lottery fit into her life?

The Lottery provides a short break for her busy life and could be her ticket to
less stress.

Research/Planning
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 Larry and his Quarter - Life Crisis
Who is he?

Larry is 25 years old. He used to be an optimistic graduate, but after three years at his
current job, he is beginning to question his career choice. He feels every day is mun-
dane and unexciting. Looking back, he feels he has become bored and uninspired by the
workplace. He wishes he could escape to a more exciting life but fears that it is too late
to change his path now. In terms of his five - year plan, he is behind on his goals and is
beginning to reevaluate his plan.

How do we reach him?

Larry is seeking some excitement in his life. He feels that life is passing him by and that
he is going nowhere. He started out like Tim but now feels more like Kristen. The reali-
ties of the workplace have lessened his motivation. He is reprioritizing and wants to find
a lifestyle that makes him happy. To make up for his dissatisfaction at work, Larry enjoys
going out and being social. At home, Larry spends his time watching TV and surfing the
Internet, looking for new ideas to make his life after work more exciting.

How does the Florida Lottery fit into his life?

Like Kristen, Larry is trying to jump - start his life and break away from the repetitive
lifestyle he now leads. The Lottery provides that fun and spontaneous “what if” moment.

Research/Planning
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 Tim, the Optimistic Graduate
Who is he?
Tim just graduated college last May and has his first job lined up at a finan-
cial firm in Tampa. He is excited to finally be out of college and to start
making a name for himself. He just bought his first home in the city, which
is his first step toward his goals. He believes the sky is the limit, and he
thinks he is well on his way to a successful and prosperous career. In his
five - year plan, he is right on track and may even be slightly ahead.

How do we reach him?

Tim is motivated by his job. He is driven to succeed, and all his decisions
keep his potential future in mind. Life is going well for him, and he feels
he is on the right track for his life. He is highly ritualistic and sticks to his
schedule religiously. This means that free time is a scheduled event and
expendable when his work requires more attention. He watches only a
select few programs and spends most of his free time online.

How can the Lottery fit into his life?

Tim leads a regimented life, so the Florida Lottery can provide a quick
deviation from his schedule for a spontaneous moment of fun.

Research/Planning
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 Kim, the Budding Professional
Who is she?

Kim is 29 years old and has been at the same law firm for the past seven years. In her
relatively short tenure, she has already been promoted a couple of times and is seen as a
rising star at her firm. She is extremely work - oriented. She has already moved to a big-
ger house and recently bought her first luxury vehicle. In terms of her five - year plan,
she is where she wanted to be and has even surpassed some of her goals.

How do we reach her?

Kim is an extremely hard worker, but has more money at her disposal. Everything she
purchases serves a dual purpose for showing her status. She is focused on her career
and spends less than average time watching television. Even her Internet activities con-
centrate on her profession.

How does the Lottery fit into her life?

Kim already makes a good salary given her success at her company. She sees the Lottery
more as a quick, fun break from her busy lifestyle that can result in a satisfying win.

Research/Planning
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 Sarah, the Entrepreneur
Who is she?

Sarah just recently quit her career after saving up enough money to pursue
her original dreams and passions of owning her own bakery. She sees herself
as having a clean slate and has a renewed energy for her future. She under-
stands she is taking a risk but is optimistic about her future. She just rewrote
her five - year plan and is looking forward to seeing where this new venture
takes her.

How to reach her?

Sarah is highly motivated for her business to succeed. For the time being,
she consumes media that is relevant to her starting her business. She uses
the Internet to gain information and find advice to help her business succeed.
She is inspired by the many reality shows on TV that showcase others who
have taken the same path as she.

How does the Lottery fit into her life?

Sarah thinks the Lottery could provide a fun way to jump - start her business
and take it to the places she wants it to go.

Research/Planning
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 Putting It All Together
We need to synergize all the findings of our research to create an effective campaign that will help raise
winner awareness. Our research, however, showed that consumers have a skewed view of what it means
to win. Relying on showing other winners is not enough to get them to play. Using the analogy of a table,
the idea that the Florida Lottery is valuable because it is fun must be supported by the legs of winner
awareness. So by concentrating on personalizing the Lottery experience and then accentuating winner
awareness, consumers will connect the dots and see that the Lottery is worth playing because everyone
who plays wins through the fun of play., The moment of anticipation where the consumer is asking, “What
if this is a winning ticket?” is what makes the Lottery fun, and thousands of people a day are rewarded for
taking part in the Florida experience. In a way, the Florida Lottery is a vehicle for fun to spread across the
state, one ticket at a time. The Florida Lottery is the cause of the “Fun Effect”.

Research/Planning
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 The Creative Brief
What is the assignment?

The Lottery has been a part of Florida entertainment since it started in 1988. As we move into a new
decade, the Florida Lottery needs to update its image to remain relevant to a new generation of players by
increasing their awareness of the Florida Lottery and how everyone can be a winner.

How does this assignment fit into the big picture?

As many of the original players are getting older and losing purchasing power in the overall consumer
market, the Lottery needs to modernize its appeal to a younger player. According to sales figures, younger
consumers are the least likely to have played the Lottery in the past year. If the Lottery continues to
ignore the younger generation of players, it risks becoming outdated, but more importantly loses out on
the largest generation since the Baby Boomers. By having a more youthful appeal, the Florida Lottery can
introduce younger consumers to its product and help ensure its growth in the future.

Who are we talking to?

Young consumers who are early in their careers are goal - oriented, highly motivated and goal - oriented
to succeed, and have big aspirations for their future. They are connected to the world the instant they
wake up in the morning, constantly checking their email on their laptops and updating their Facebook/
MySpace pages on their smartphones. However, they are extremely wary of corporate marketing and do
not like having a message shoved down their throats. Growing up in the financial crisis, they are extremely
sensitive to what value they gain when spending their money. Games have moved past board games and
are now driven by the latest technology. A game needs to be engaging and provide an experience.

Research/Planning
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 What is their mindset today?

Right now, young consumers feel the Florida Lottery is not a form of entertainment but rather just a
spur - of - the - moment purchase. They do not feel engaged or connect to the experience; therefore, the
Lottery does not stay in the mind of the consumer. It is something that their parents play. For the most
part, they don’t want to spend their money playing because they feel they don’t gain anything from playing.
They also feel that not enough people win the Lottery because no one they relate to plays the game. Also,
“winning” has different meanings depending on the context. On a personal level, any gain is considered a
“win,” but when it comes to hearing about other people winning, a more substantial claim is needed to be
considered a “win.” Because of this, winner awareness is not entirely effective.

What do we want them to think after seeing this message?

I want to play the Lottery because it can provide a spontaneous moment of fun in my life, like it does with
so many other people every day. My happiness from this fun can spread and make a positive impact on
others around me.

Based on this, what is the single most compelling idea we can communicate?
The Florida Lottery is a vehicle for fun to stretch across the state, one player at a time.

Research/Planning
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 Florida Lottery
:30 Television “Bundle of Fun”

The commercial opens to a shot He takes off and is in flight for The bundle quickly breaks apart and The camera focuses on a single ticket
of a pink flamingo picking up his a while when the string tying floats away in the wind. floating around. A man grabs it as it
bundle of scratch - off tickets to together the bundle snaps. (At this time music begins playing as floats past his window in traffic.(You
deliver. the bundle of tickets float away). hear car horns and car engines.)

Be one of the 72,000 daily winners

and join the fun effect.

www.funstartshere.com

He scratches the ticket and his He screams “YEEESSSSSS!!!,” flips the radio on,
demeanor changes from angry to and notices everyone in traffic is staring at him.
ecstatic. (You hear loud, fast - paced music but you can
hear the man scream “YEESSSS!!!” over it.)

Creative
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Florida Lottery
:30 Television “Fun Factory”

The commercial opens up with a ANNCR: Here, at the Florida Once all of the fun things have been
shot of the outside of the Florida Lottery Fun Factory, we infuse injected into the scratch-off, a worker
Lottery Fun Factory. fun into every scratch-off game flamingo seals the ticket with the silver
we make… scratch material.

The Florida Lottery. Fun in Every Game.

Be one of the 72,000 daily winners
and join the fun effect.

www.funstartshere.com

ANNCR: And we’re spread-
ing that fun to over a million
Floridians daily...
From here the Florida Lottery
flamingos pick up the bundles of
scratch-off fun and make their
way out of factory to deliver
them.
ANNCR: Because a little fun can ANNCR: So stop by your Florida
make Florida a better place. Lottery retailer today and pick up
your ticket to fun or visit
www.funstartshere.com to share
how you would spread the fun.

Creative
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 Florida Lottery (Start) SFX: Large crowd with people
talking and lots of noise
:30 radio everywhere. ANNCR 1 &
2 left a concert and are
walking to their car.
ANNCR 1: Man! What a great show!

ANNCR 2: I know! I can’t remember

the last time I went to a
show that fun.

ANNCR 1: Totally. What a great way

to end the set. And that
Florida Lottery Fun Zone
was killer!
SFX: Car keys jingling, two car
doors open, the men get in,
and the car doors close.

ANNCR 2: Agreed. Man, I don’t think

this night could get any
better.

ANNCR 2: Dude!!! I just found a SFX: Engine starts. You hear the
scratch-off in your car! two men moving around in
their car. You hear papers
shuffling.

ANNCR 1: Let’s play it. I picked SFX: You hear the light click on,
one up for fun! change rustling, picking up a
coin and scratching of the
ticket.

ANNCR 1 & 2: YEEESSSS!!! SFX: High five.

VO: Play the Florida Lottery and

get your fun in every game.
Visit www.funstartshere.com
for more information. Must
be 18 or older to play.
Play responsibly.

Creative
33
 Florida Lottery
:30 Radio
SFX: Light - hearted instru-
mental music lightly playing in
the background

ANNCR: The Florida Lottery provides

scratch - off games for consumers not only
to win fabulous prizes, but as a form of ex-
citement offering “Fun in every game”! Visit
our fun factory, where the fun comes to life
at www.funstartshere.com to see what all
the fuss is about. And share your story. Or
better yet, upload your video for a chance
to win $100,000 or other fabulous prizes in
our mission to spread “Fun in every game”!
The Florida Lottery, providing over $21 bil-
lion to Florida’s education since 1988. Must
be 18 or older to play. Play responsibly.

Creative
34
 Pandora Ad
:15 Radio

MUSIC: Light - hearted instrumental music

lightly playing in the background.

ANNCR: Fun can be spread through music…

But how else can you spread fun?
The Florida Lottery wants to hear
how you would spread fun. Go
to www.funstartshere.com and
share your story with us for your
chance to win $100,000 or other
fabulous prizes!

SFX: Scratching and cheering.

ANNCR: And join the Florida Lottery in their

mission to spread “Fun in Every
Game”!

Creative
35
Creative
36
Creative
37
Creative
38
Creative
39
Creative
40
 The Florida Lottery can increase winner awareness by co - sponsoring social events, as well as putting
themselves out there with public relations. This will provide the Florida Lottery with an opportunity
reach large amounts of people and inform them that people can win the Lottery by witnessing actual
winnings. This will establish a positive brand image for the Lottery in the minds of the consumer.

Public Relations
42
 SPONSORSHIPS
LIVE NATION

Using Live Nation, the Florida Lottery can reach an array of consumers in an atmosphere previously
undiscovered. Live Nation has many opportunities, such as sponsorship offers to integrate certain
marketing tactics for the Florida Lottery - specifically through event experience and ticket purchasing,
which are two ways we can promote winner awareness.

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43
 FAIRS & FESTIVALS

Fairs and festivals will be places where an array of events takes place for the Florida Lottery to reach
a diverse group of consumers to implement promotional tools. Using events such as the Jazz Festivals,
County Fairs, etc., the Lottery can use the Lottery tent to promote winner awareness.

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44
 PROMOTIONS
Concert Tent:

This will be the site for the Florida Lottery to have giveaways and distribute promotional material to
spread winner awareness and the Florida Lottery. We will have Lottery promoters at the tent to inform
consumers and keep everything organized at the event.

Car Scratch - Off:

This promotional tool will be used at concert tents to help promote the Florida Lottery. It will be a car
with scratch - offs coating the car. The car will be in the tent, and people selected by the Lottery pro-
moter can scratch off a piece of the car to see if they won anything. This will encourage participation in
scratch - offs, as well as help to promote winner awareness by seeing others actually win.

Scratch Booth:

A booth for scratch - off players to go in and be filmed on their outcome of winning or losing will be uti-
lized at the PR and social events. The Lottery will provide live footage of winners. The footage can also
be used for future Lottery promotion, as well as promotion of winner awareness.

Public Relations
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 Raffles:

Lottery raffles at Live Nation events will occur before the concert starts and during intermission.
Raffles will offer backstage passes to meet the artist, jackpots and tickets to upcoming concert events.

Social Media:

When tickets are purchased online for fairs, festivals and concerts, we will have links to our social media
sites and funstartshere.com to help spread traffic to the viral sites.

Buzz
Winner awareness will be provided through the participation and viewing of the promotional events
around Florida. The Lottery will use the winners at events to reveal the different kinds of people who
win the Lottery, whether they are in their 20s or 60s.

Public Relations
46
 Summary

The St. John & Partners (SJ&P) interns will implement the creation of a Florida Lottery social media pro-
gram that generates winner awareness. Through the creative use of social media, we can refresh the image
of the Florida Lottery. The Lottery can create an online community for current and new Lottery players to
discuss, play and be educated about Lottery winners and games. This initiation into the social media world
will provide a strong online community that will ultimately generate strong winner awareness.

Situation Analysis

In the last five years, social media has emerged into a strong vantage point for brands to promote,
discuss,and sell their products or services to their target markets. Social media can be used as an official
form of communication between the Lottery brand and its consumers. Currently, the Florida Lottery has
not set up direct viral communication with its consumers online. However, social media can now introduce
opportunities for the Florida Lottery on the information superhighway. Social media is a constantly chang-
ing and growing environment. If taken advantage of correctly, social media can create strong winner aware-
ness to young consumers and the general public.

Opportunity

Social media can be the driving force for the Florida Lottery to communicate with its fans and attract an
array of online consumers. Bringing an online experience to fans will foster strong winner awareness and
help consumers stay connected with the latest news about the Florida Lottery.

Social Media
48
 Objectives

• Create viral traffic to Florida Lottery social media sites.

• Generate an increase in Lottery product sales.
• Attract consumers ages 21 – 29 to continue Florida Lottery success for future generations.
• Introduce the Fun Effect campaign to online users.
• Create winner awareness by providing detailed information from winners of the past, present and future.

The overall goal is to make The Florida Lottery use social media to increase winner awareness while building a
stronger relationship with the consumer to benefit Lottery sales for the future.

Topline Recommendation

Creativity and consumer interaction are what make social media an effective form of communication. In this re-
gard SJ&P recommends that the Lottery use creative forms of social media to attract a vast array of consumers
and generate winner awareness.

Social Media
49
 Phase I: Social Media Rollout

With these social media outlets, we can help create winner awareness and begin our social media campaign.

Social Media
50
 The Fun

Funstartshere.com

• Will help immerse people in the Fun Effect

• Is a microsite that will have contestants post their videos of what they would do if they won the Lottery
• Will be an incentive to have audiences realize the potential of winning and reinforce the truth that the Lottery can help
spread happiness to Florida residents.
• Will have prizes for the top three videos that are chosen by online voters and the Lottery selections committee.
• Will allow viewers to comment on videos to help generate interaction with online users and create buzz about winner
awareness online.

Social Media
51
Social Media
52
 YouTube

• The Lottery will have a page dedicated to the Fun Effect

• This is where the Lottery will post videos of contestants from Funstartshere.com.
• Also, the Lottery will have its own viral video creating humor and validation of what fans can do if they win
the Lottery.
• The concept of the video is to show how people would spread the happiness to others if they won the Lot-
tery.

Social Media
53
Social Media
54
 The Hub

Official website

• Will be updated with links to Facebook,YouTube, Twitter, and Funstartshere.com

• Will use Google analytics as a way to measure how much traffic is going to the new sites.
• Will be the starting point to immerse audiences in the viral Lottery experience and the microsite

Social Media
55
Social Media
56
 The conversation

Facebook

• Will be an area for audiences to stray away from the official website to provide their opinions on the Florida
Lottery.
• The content on the Facebook Lottery page can raise winner awareness by updating the page when someone
wins, and posting pictures and videos of winners willing to participate. This can help change people’s opinion of
how many people actually win the Lottery.
• Having the Facebook symbol on all promotional tools will help promote the Lottery online Facebook commu-
nity.
• Creating a tab with the Lottery official website will help maneuver people between Facebook and the official
Lottery website, making a more integrated experience.
• Having the viral video for YouTube on the Facebook page will promote the Lottery and assist in the connection
between Facebook,YouTube, Twitter, the Lottery official website and Funstartshere.com
• Using the status update feature, the Lottery links daily to Funstartshere.com, which delves deeper into the
Florida Lottery experience.
• Also, the status update feature can be used as tool to update fans about news on the Florida Lottery.

Social Media
57
Social Media
58
 The voice

Twitter
• Will be a portal for the Lottery to communicate to its fans.
• Consumers will hear about the latest Lottery games.
• Will be constantly updated with information regarding the Lottery and its mission to increase winner
awareness.
• Will be connected to Facebook and will have similar information regarding winning Lottery numbers, Lottery
winners and the Fun Effect campaign.

Social Media
59
Social Media
60
 How It All Fits

Social Media
61
 Phase II: Suggestions for the New Wave of Media
Mobile Applications

• By introducing mobile applications, the Lottery can stay updated with new forms of communication to reach
consumers.
• Introducing applications such as a Lottery store locater or Lottery scratch off on touch screen phones will
help create more convenience the Lottery players.
• A million - dollar spending spree application would tie in with generating winner awareness
• Also, being able to connect Twitter and Facebook on phones will facilitate communication with fans on the go
and keep them constantly connected to the Lottery experience.

Online Product Placement

• Creating awareness about the Lottery through other websites will generate word of mouth and Lottery
interest.
• Place the Lottery on popular websites through banner ads and article discussions.
• This will lead consumers to the Lottery website.

New Social Media Sites

• By using Foursquare and other social media sites, the Lottery can expand its online community for the future.

Social Media
62
 CONCLUSION

The Florida Lottery can create a realm that can connect to millions of online users to share their Lottery
experience and to learn about winner awareness. By launching these social media outlets, the Lottery can create a
realm for online users to communicate with the Lottery. Connecting all of these viral utilities will help lead to new
ideas for the future of the Florida Lottery.

Social Media
63
 The goal of the website is to engage young consumers in the fun of the Florida Lottery. The microsite will contain
three main pages. The first page, or home page is the contest page, where the visitor will find more information
about the contest and prizes. The second page contains a video gallery of the viral videos the participant submits
and a place for visitors to vote on their favorite video, as well as comment on it. The last page contains information
and a form where the participants can upload their own viral videos.

The design and the concept of the microsite convey the message of the entire campaign, which is Fun in Every
Game. Florida Lottery is spreading fun to consumers by creating fun and exciting scratch - off games. The website
illustrates the Florida Lottery Factory, where the fun is put in every game.

The color combination is a very thoughtful decision in order to convey the message even better. The color palette
comes down to purple, yellow and green. Purple is a color that has been associated with wealth.Yellow is a highly
active color; it is associated with happiness and energy. Green is less active than the yellow and symbolizes hope.

Typography is one of the details that helps reveal the message and its emotional association. The typography shows
that the Florida Lottery microsite promotes scratchoff tickets. The crunchy look of the display typeface for the
navigation, headlines and the logo is reminiscent a scratch - off ticket.

The overall look and feel of the microwebsite reveals the main message Fun in Every Game through a festive style
of illustration, color combination and typography.

Digital Design
65
 HOME PAGE CONTEST - social media links
LEVEL 1
- tell a friend
1.0
GLOBAL NAVIGATION contest rules privacy policy

VIDEO GALLARY
E UPLOAD VIDEO
LEVEL 2
1.1 1.2

THANK YOU PAGE

LEVEL 3
1.2.1

www.itcanhappen.com

HTML Page or Flash Form element on page

Links to other web sites Navigational Group

Standard links
between pages

Digital Design
66
 FUn
StartsHere English | Espanol

Campaign Tagline.
CONTEST VIDEO GALLERY UPLOAD VIDEO

What would you do if you won the lottery?

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu Video
fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id est laborum.

Prizes
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id est laborum.

For a chance to win, click here.

Official Rules | Privacy Policy | Florida Lottery Tell a friend

Digital Design
67
 FUn FUn
StartsHere English | Espanol
StartsHere
Campaign Tagline. Campaign Tagline. English | Espanol

CONTEST VIDEO GALLERY UPLOAD VIDEO

CONTEST VIDEO GALLERY UPLOAD VIDEO

PERSONAL INFO
Title: Lorem ipsum dolor Register for chance to
Likes: 300 First Name Last Name
win..............................!
Video Submit a video via upload or YouTube.
Birthday Phone number

Instructions:
Title: Lorem ipsum dolor
Address Video Title 1. Lorem ipsum dolor sit amet, consectetur
Likes: 300 adipisicing elit, sed.

Email Address Confirm Email Address

Video 2. Quis nostrud exercitation ullamco laboris nisi
ut aliquip dolor sit amet.

3. Consequat. Duis aute irure dolor in reprehen-

UPLOAD VIDEO
Title: Lorem ipsum dolor derit in voluptate velit dolor sit amet.
Likes: 300 vote for this video 300 comments My video or You Tube URL

Title: Lorem ipsum dolor Choose File

Video

I have read and agree to the Official Rules for this promotion.

Submit

Official Rules | Privacy Policy | Florida Lottery Tell a friend

Official Rules | Privacy Policy | Florida Lottery Tell a friend

Digital Design
68
Internet Display Ad

The goal of the banner ads is to pro-

mote the microsite, clearly deliver the
message and motivate the viewer to
click on the banner ads. The design
choice and textures would help focus
the audience. The design of the ads pro-
vides a connection with the microsite
and reinforce the visual message.

Digital Design
69
Media Planning
71
Media Planning
72
 ID WBS Task Name Duration Start May 23, '10 May 30, '10 Jun 6, '10 Jun 13, '10 Jun 20, '10 Jun 27, '10 Jul 4, '10 Jul 11, '10 Jul 18, '10 Jul 25, '10 Aug 1, '10 Aug 8, '10 Aug 15, '10
1 1 Initiation 5 days Tue 6/1/10
2 1.1 Introductions/Paperwork 2 days Tue 6/1/10
3 1.2 Brief on Lottery Assignment 1 day Thu 6/3/10 Jenn Harmon
4 1.3 SJ&P Staff Meeting 1 day Thu 6/3/10
5 1.4 Brainstorm for Client Meeting 1 day Fri 6/4/10
6 1.5 Client Meeting 1 day Mon 6/7/10 6/7
7 2 Planning 19 days? Tue 6/8/10
8 2.1 Research Brainstorm 2 days? Tue 6/8/10 All Interns
9 2.2 Create Surveys 2 days? Thu 6/10/10 All Interns
10 2.3 Field Research 1 day? Fri 6/11/10 All Interns
11 2.4 Review Field Research 5 days? Mon 6/14/10 All Interns
12 2.5 Quick Fire Challenge (Media) 3 days? Wed 6/16/10 All Interns
13 2.6 Approve Surveys by Lisa 3 days? Thu 6/17/10 Michael Cheng
14 2.7 Send Out Surveys 4 days? Mon 6/21/10 Michael Cheng
15 2.8 Brainstorm 4 days? Mon 6/21/10 All Interns
16 2.9 Review Survey Results 1 day? Thu 6/24/10 Michael Cheng,All Interns
17 2.10 Write Creative Brief 4 days? Fri 6/25/10 6/30
18 2.11 Create Rough Budget 4 days? Fri 6/25/10 Robert Ambrosio
19 2.12 Create Rough Timeline 4 days? Fri 6/25/10 Michelle Calvagno
20 2.13 Create Rough Media Kit 4 days? Fri 6/25/10 Allison Drake
21 2.14 Start Creative Concepting 3 days? Mon 6/28/10 Erin Murphy,Bernard Nuesa,Yoana Kochneva
22 2.15 Quick Fire Challenge (Education) 3 days? Wed 6/30/10 All Interns
23 2.16 Meet with Jen Harmon 0.5 days? Thu 7/1/10 All Interns,Jenn Harmon
24 3 Execution 24 days? Thu 7/1/10
25 3.1 Creative/Strategic Concepting 8 days? Thu 7/1/10 Bernard Nuesa,Erin Murphy,Yoana Kochneva
26 3.2 Meet w/Creative Director 2 days? Wed 7/14/10 7/15
27 3.3 Media Planning 13 days? Mon 7/5/10 Allison Drake
28 3.4 Lockdown Budget/Timeline 5 days? Thu 7/15/10 Robert Ambrosio ,Michelle Calvagno
29 3.5 Viral/PR Campaign 13 days? Mon 7/5/10 Andrew Reid
30 3.6 Digital Media 10 days? Thu 7/15/10 Yoana Kochneva
31 3.7 Quick Fire Challenge (Web) 2 days? Wed 7/21/10 All Interns
32 3.8 Create Presentation 4 days? Thu 7/22/10 All Interns
33 3.9 Create Campaign Book 7 days? Mon 7/26/10 All Interns
34 3.10 Finalize All Departments 2 days? Tue 7/27/10 All Interns
35 3.11 Finalize Presentation & Materials 3 days? Thu 7/29/10 All Interns
36 4 Control & Monitor 4 days? Mon 8/2/10
37 4.1 Present to SJ&P 1 day? Mon 8/2/10 All Interns
38 4.2 Last Minute Changes 3 days? Tue 8/3/10
39 5 Closing 3 days? Fri 8/6/10
40 5.1 Present to Lottery 1 day? Fri 8/6/10 8/6
41 5.2 Debrief 1 day? Tue 8/10/10

Project: FlaLotteryWBS.mpp Task Progress Summary External Tasks Deadline

Date: Wed 8/4/10 Split Milestone Project Summary External Milestone

Page 1

Timeline

Project Management
74
Constraints

75
Work Distribution

76
 Final Budget

2010 Planned "Winner Awareness" Budget

Media: $ 2,365,000.00
T.V./Cable $ 662,200.00
Internet $ 473,000.00
Sponsorships/Events $ 449,350.00
O.O.H. $ 402,050.00
Radio $ 236,500.00
Non-Traditional $ 141,900.00
Production: $ 635,000.00
T.V. [:30 (2)] $ 175,000.00
Radio [:60 (4)] $ 10,000.00
Online (IDA/Main) $ 50,000.00
OOH $ 100,000.00
POS $ 100,000.00
Promo Items $ 200,000.00

77