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Georgia Lottery Understanding the Lottery Player in BC Making a Difference Montana Celebrates 30 Years The Official Publication of the North American Association of State & Provincial Lotteries INSIGHTS July/August 2017 Focus On: Advertising An inside look at some of the campaigns and digital strategies lotteries are using to responsibly grow sales and broaden the player base. FROM THE PRESIDENT NASPL Staff David B. Gale Executive Director Thomas Tulloch Director of Administration Individual Differences Mean Andrew White VP of Operations Tamika Ligon Director of Program Planning Stronger Businesses John Koenig Graphic Designer Janine Hutzell Accounting s industry leaders, we spend a lot diversity in leadership: those inherent Patricia McQueen Editor of time focusing on the future to in our own makeup and those acquired Jake Coy Vendor Relations Aspot trends and better prepare our through experience (such as living in a organizations. These forward-thinking actions foreign country). The study found that Mike Duff NSI Coordinator help ensure our products remain relevant companies whose leadership possessed as times change. Toward this end, lotteries both types of diversity were 45 percent Paul Corey I.T. / Software Development continue to address generational and more likely to report growth in market consumer lifestyle shifts both in the design share and 70 percent more likely to have and distribution of our games. captured a new market in the last year. NASPL Executive Committee But on a related and even broader scale, In an inclusive workplace, employees have we considered the changing racial also learn to be more adaptable, a vital trait Rose Hudson President and ethnic landscape of our player base? It for businesses to remain nimble to change. Charlie McIntyre First Vice-President is estimated that by 2050, there will be NO What’s more, when a company values racial or ethnic majority in the United States. diversity and actively seeks collective input Alice Garland Second Vice-President Collectively and individually, our age, sex, across the organization, employee morale race, religious beliefs and sexual orientation is boosted, productivity increases and Dennis Berg Treasurer impact our views of the world and our turnover decreases. Bishop Woosley Secretary experiences in it. Look at your workforce, Finally, encouraging a diverse workforce your executive management team, your is a competitive advantage. A 2014 survey May Scheve Reardon Immediate Past President boardroom; is your organization prepared for by Glassdoor (an online job/recruitment Kevin Gass Pres. Interprovincial Lotteries such diversification of its consumer base? As platform) found that two-thirds of businesses, how can we craft products and applicants consider a diverse workforce to Carole Hedinger Region I Director market them to such a complex consumer be an important factor in their decision to Paula Otto Region II Director base without a shared understanding of what accept a job. matters to them? Global business leaders are recognizing Sarah Taylor Region III Director The mommy blogging phenomenon of the and harnessing these benefits of a diverse, Angela Wong Region IV Director mid 2000s is a case in point; by 2014, there inclusive workplace. The CEO Action for were 4.4 million women looking to each other Diversity & Inclusion™ (www.ceoaction. online for real-world, honest advice that was com) is the largest CEO-driven business sorely lacking in the mainstream media. commitment to advance diversity and That’s why the topic of diversity and inclusion within the workplace. These 150+ inclusion should not be relegated to our CEOs from organizations such as AT&T, human resources departments. If our Coca-Cola, Cigna, MasterCard and Target INSIGHTS view of workforce diversification is simply accept that change starts with them and the avoidance of an Equal Employment have publically pledged their support. Circulation: Opportunity Commission complaint, we are What can we do? Insights ISSN 1528-123X, sadly missing the boat big time! July/August 2017, When our workforce is a reflection of the Volume No. Seventeen, Issue Four. communities we serve, our business benefits Published bi-monthly by NASPL from new perspectives and fresh ideas (North American Association which drive creativity and spur innovation. of State and Provincial Lotteries) From operational solutions to advertising campaigns, when we encourage diversity in 7470 Auburn Road, LL1 our functional teams, we get better solutions Rose Hudson Concord, OH 44077 that better reflect the world around us. NASPL President A 2013 Harvard Business Review article President and CEO, © 2017 All rights reserved. focused on research involving two kinds of Louisiana Lottery Corporation NASPL Email: [email protected] Web Sites: www.naspl.org / www.nasplmatrix.org P. 440.361.7962 2 INSIGHTS JULY/AUGUST 2017 F. 440.867.2327 SG_EnhancedPartnershipAd_40_8.25x10.75.pdf 1 5/2/17 11:14 AM MORE C M Y CM MY CY CMY K Scientic Games’ Enhanced Partnership accounts outperform the industry average in weekly per capita instant game sales by 40% When you look at the U.S. lotteries that have partnered with Scientic Games to manage sales of their instant game product, those lotteries enjoy weekly per capita sales that are 40% higher than the industry average. is has a real impact on our customers’ bottom lines, enabling them to contribute even more to the good causes they support. Because Real Counts JULY/AUGUST 2017 INSIGHTS 3 © 2017 Scientific Games Corporation. All Rights Reserved. INSIGHTSINSIGHTS November/December March/April 20162017 3 CONTENTS JULY/AUGUST ISSUE 44 In this Issue... Focus On: Advertising 6 40 84 Around the Industry Spreading the Word Engaging with Mascots Industry news and updates. Lotteries continue to shift their meager Many lotteries use mascots or advertising dollars to keep pace with costumed characters to help establish 20 changing media consumption, while at special connections with consumers – Research Corner the same time responsibly working to and add extra fun in the process. Understanding the Lottery Player broaden the player base. By Patricia McQueen BCLC explores the needs, behaviours By Patricia McQueen and attitudes of the British Columbia lottery market. 44 88 By Krista Brown, Senior Specialist, Digital Presence Oklahoma’s Chance to Shine Enterprise Insights, British Columbia Lotteries are really upping the ante Lottery Corporation (BCLC) with digital media placements and With profit relief, the Oklahoma Lottery programs. is poised to deliver significant new 28 revenues to the state through instant Making a Difference: 68 ticket sales growth. Kurt Geisreiter, New Business A Sampling of Campaigns Development/Tribal Business We asked lotteries to showcase 89 Relations, Washington’s Lottery some of their recent advertising and Ready for a Big Growth Spurt marketing campaigns, some of which 34 are exclusively or extensively digital, 92 Advertising Effects on Sales: that really hit their mark. Eight Days, 16 New Games Wins and Draws Both Count By Patricia McQueen By Stephen Wade, Principal, Lottery 76 Management Consulting, LLC A Virtual World The Colorado Lottery recently launched a beneficiary advertising campaign using virtual reality. By Patricia McQueen 20 80 A Mega Campaign The Georgia Lottery is sharing its fresh new advertising campaign for Mega Millions, which relaunches in late October with a new matrix, a $2 price point and a $40 million starting jackpot. 84 By Patricia McQueen 4 INSIGHTS JULY/AUGUST 2017 JULY/AUGUST 2017 INSIGHTS 5 Around the Industry The Virginia Lottery’s Headquarters “Smoove” By John Hagerty, Communications Specialist, Virginia Lottery nyone who’s ever moved from one home to another, The concept was adapted from the book “Smile which is to say, everyone, knows what a hassle it can & Move (A Reminder to Happily Serve)” by Sam Abe: the headaches, the planning, and of course, that Parker. endless sea of cardboard boxes. That’s just for an individual Once the new home was identified, a 24-story person or family. Moving an organization with nearly 300 building in Richmond that housed a number of full-time employees, more than 200 of them in the same other state and federal agencies, the smoove building, is even more challenging. The move can decrease could begin. productivity and increase stress levels as everyone figures Establishing clear, measurable goals out where to go and how to work in a new space. grounded everything that followed. Those goals So it may seem unusual that the Virginia Lottery’s included: headquarters move in 2016 actually won awards: A Virginia Public Relations Award in the category of Internal • Setting the stage for collaboration and Communications, as well as the prestigious Best in Show interaction between employees. Award. • Creating an atmosphere of fun, in line with How is this possible? One simple reason: It wasn’t a move. the Lottery’s “We’re Game” brand. It was a “smoove.” • Fostering a communications environment It all began when the Lottery was informed in late 2015 that helped employees to more readily that it would have to vacate the Richmond government accept change in the workplace. building it had occupied for more than two decades. The Lottery was told to hand over the keys by the end of 2016. There were two ambitious but attainable Almost immediately, the word “smoove” was introduced. objectives. First, to achieve an average 75 6 INSIGHTS JULY/AUGUST 2017 Providing the tools to help you raise your game. ...it’s why you choose us. pollardbanknote.com JULY/AUGUST 2017 INSIGHTS 7 INSIGHTS March/April 2017 7 Around the Industry percent positive rating on move communications, measured in a post-move survey. And, during the first month in the new building, to receive no employee-related complaints from anxious new neighbors. With more voices and faces needed to represent the move and its benefits, a Smoovin’ Team of employee ambassadors was assembled. When the time came to launch communications and activities, the Smoovin’ Team was empowered to lead and execute them.
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