Oregon State Lottery Integrated Marketing Agency RFP

1. Media Services RFPLottery InsightsDecember 4, 2018

2. Welcome Today’s Agenda • Introductions • What’s new at the Lottery • Branded House • Integrated marketing approach • How we go to market • Customer first, Digital first • What kind of agency are we looking for? • Key Dates • Question and Answer Note: Lottery is not bound by any information provided during the conference, and all information provided at the conference is not a part of this RFP.  The RFP cannot be modified unless made in a written Addendum in accordance with OAR 177-038-0110. (Reference RFP Section 5.A.6).

3. Your Lottery Team • Julie Schmoyer Procurement Analyst and Sole Point of Contact* • Kathy Stromberg Corporate Affairs Officer • Stacy Shaw Sr Product and Program Manager • Shad Barnes Sr Digital Marketing Manager • Mark Strickler Sr Marketing Communications Manager • Thais Rodick Program Marketing Manager • Beth Lloyd Creative Supervisor • Andrea Valdez Digital Marketing Coordinator • Tiffany Lenocker Marketing Communications Coordinator *Proposers will direct all communications and correspondence related to this RFP to Julie Schmoyer, “Procurement Analyst,” who is Lottery’s designated Sole Point of Contact for all questions regarding this RFP.   Proposers will not communicate or correspond with any other Lottery personnel on any matter related to this RFP.  (Reference RFP Section 5.A.4).

4. Lottery’s Branded House Oregonians count on us to provide funding to state programs they care about. We collaborate, we listen and we partner. Our gaming products are fair, legal, promote gaming responsibly and we proactively supports help and care for Oregonians with gambling issues. Brand Promise Oregonians 18+ Audience Players Non-Players Primary Goal Sales Favorability “Good Things” Lottery games are fun entertainment, the dream of winning is exciting and we celebrate winners! Lottery dollars help create a better Oregon Campaigns Frames Campaign Problem Gambling Campaign Games Umbrella Campaign Primary Drivers Products, solutions & winner stories Help & Resources Beneficiaries Desired Outcomes Positive Sentiment Fun & Responsible Play Treatment Recovery Values The Oregon State Lottery supports the state of Oregon’s enterprise values of accountability, integrity, excellence and equity along with the core lottery principles of fairness integrity, security and honesty. Our OSL values can be summarized as: • Data’s the starting point • Ready to listen, willing to share • Honesty’s our policy • Oregonians come first • Better together

5. Integrated Marketing Goals Designed to: • Optimize spend - spend in the right places, at the right time, with the right message • Drive “Customer First” orientation • Integrate Marketing and foster enterprise collaboration (products, field, agencies, retail sales reps, research & analytics, etc.) • Deliver aligned marketing strategies (Go-to-Market) • Ensure brand promise is communicated consistently • Deepen external stakeholder engagement

6. Updates & Impacts Working in this new way has resulted in marketing that is customer and digital first, optimized to support brand strategy and based on enhanced stakeholder relationships.

7. Advertising – Video, Traditional & Brand Insights & Pain Points Results • 25% reduction in media and creative spend for FY’18 (~$3.0M) • Improved productivity across GTM efforts (~20%) • Consistent communications focused on improving favorability, new game awareness & local relevancy • No negative impact to game sales • Improved agility and speed-to-market internally and with Gaming vendors (IGT/Bally) • Ability to shift dollars and resources to new opportunities (app, email marketing, research, etc.) • Products marketed separately, even though there is significant cross-play • Built many unique campaigns – scratch-its, video, beneficiaries, etc. • Marketed to New Players/Light Players vs. Existing Players (no new game types) • Heavy TV broadcast with minimal digital or geo-targeting efforts • Fragmented Merchandising, missed opportunities to promote games at the “last mile” when shoppers are ready to buy $$$$ $$

8. What are we looking for in an Agency partner? Let’s C. • Capable • Agile ability to meet demanding retail marketing cycles in our multi-channel world • Curious • Always searching and bringing forward new channels and methods to reach desired Oregonians throughout our state • Contemporary • With an eye toward the future, and not with two feet in the past • Channel Agnostic • A willingness to find the right media channels to meet the opportunity • Collaborative • Work well, share ideas with Lottery team, other agencies and key stakeholders • Cost Efficient • Amplify and stretch the budget, always

9. What are we looking for in an Agency partner? Let’s C. • Capable: Agile ability to meet demanding retail marketing cycles in our multi-channel world January 2019 Education, Jackpot Games Brand Promise II, Education, RG & PG Brand Promise II, Education & PG Blazers, Winterhawks & ORLA Brand Promise II, Education, Video Lottery Games, VL Pop-ups, Raffle, Mobile App, RG & PG Education PG Video Lottery Video Lottery & PG May include English, Spanish and/or streaming

10. Media Supported Communications Responsible and Problem Gambling Resources Games Beneficiaries

11. Estimated Annual Media Budgets • * Estimate only, actual budget will vary

12. Key Dates to Remember as of 12/4/18* * Please reference ORPIN for dates as they may change

13. QUESTIONS?