Lead Advertising and Marketing Agency Services

The vendor is required to provide lead advertising and marketing agency services for the strategic planning, creative development, and implementation of the lottery’s consumer marketing initiatives to raise awareness, elevate brand perceptions, and maximize product sales to increase lottery profits and contributions to public schools.
- Media capabilities:
•    Developing innovative and integrated multi-channel communications plans, where creative strategy and media strategy are aligned from the beginning and messaging leverages the inherent value of each specific medium to meet desired objectives.
•    Best-in-class media research, tools, and analytics, including audience insights, programmatic buying for established and emerging formats, cross-channel measurement and attribution, and econometric models to inform and evaluate media plan performance and optimize media ROI.
•    Comprehensive media buying capabilities across all relevant and emerging media channels including video, audio, out-of-home, print, retail media, and digital (social, display, search, etc.), and branded content.
•    Strong media buying power and negotiation abilities that will deliver optimal rates and added value to lottery and enhance overall paid media ROI.
•    Experience planning and buying media in state designated market areas including vehicles reaching diverse and in-language audiences, with a commitment to minority-owned suppliers
- Digital and social:
•    Agency to be on the forefront of innovation with the latest strategies and technologies in digital, social, and emerging platforms.  
•    Extensive experience in all aspects of digital marketing (strategy, media planning, creative development, tracking and optimization) across all digital channels including digital display, programmatic, search marketing and other channels within the digital and social space. 
•    Ongoing analysis of digital and consumer trends to identify and deliver innovative ways to increase social and digital engagement.
•    Deep experience in all aspects of social media, including strategy, paid social, creative, content, analytics, new platforms, social listening, and social best practices. 
•    Experience developing, managing and optimizing influencer marketing campaigns, either in-house or through specialized influencer and creator agencies.
•    The lottery’s website and mobile app are managed in-house.
- Production: 
•    Agency to have best-in-class digital and broadcast tv and video production capabilities and experience, including production management, post-production expertise, off-line editing, talent and casting, and business affairs.
- Research:  
•    The ability to conduct market research studies (e.g., recall tests, copy and motivation tests, media weight tests, and attitude studies), that assist the lottery in the areas of strategic and media planning, communications testing, and consumer attitudes.  
•    These studies may be qualitative or quantitative and may be ad hoc or ongoing projects. expertise in research stimulus development for research.
- Promotions and experiential marketing:  
•    Agency that can bring fresh thinking and big ideas outside of traditional advertising and media channels to its marketing efforts.  
•    The agency may be responsible for developing experiential and promotional programs that forge deeper engagement between the lottery and its players.
- Public relations: 
•    The lottery may require its agency to develop earned media strategies and provide integrated pr capabilities in the areas of media relations, crisis communications, event management, and cross-cultural outreach.

- Contract Period/Term: 5 years
- Written Intent to Bid (optional): August 13, 2025
- Questions/Inquires Deadline: August 13, 2025