Advertising Agency Services

Advertising Agency Services for marketing and selling products that allow Minnesotans to experience the fun and excitement of gaming while knowing their entertainment dollars are supporting environmental
and community programs.
- Goals include:
• Increasing Lottery participation by emerging market consumers, overall Lottery participation rates, and favorability perception as measured by a bi-annual consumer survey conducted by SCSU/Winona state.
• Devising media plans that provide statewide coverage, incorporate local media, and include diverse media and stations that reach unique or hard-to-reach audiences.
• Exploring new digital marketing channels, improving the Lottery’s digital footprint, and expanding social video content.
- Services include:
• Leadership: Provide Lottery-expert recommendations and thought leadership related to best practices, marketing trends, and consumer behaviors.
• Account Services: Provide a day-to-day point of contact for Lottery staff who are responsible for overall management of the account, including contracts, budgets/billing, quality control, project coordination with client and agency team, presentation of opportunities, and lead strategist.
• Strategic Planning: Prepare annual plan for 6 campaigns to promote Lottery products, brand, and initiatives.
• Media Planning, Buying, and Trafficking: Research, plan, and place advertising in print, broadcast, online/interactive marketing, social media, out-of-home, and other media, consistent with strategic plans.
Traffic media to sponsorship/event partners. This includes review and payment of all charges on behalf of the State.
• Creative Services: Provide creative services for the development of television, radio, online/interactive, social media, out-of-home, and print advertising, as well as other advertising as needed. This includes all art direction, copywriting, and scripting (does not include website design). Occasional scratch ticket design may be required.
• Production Services: Prepare and purchase all materials and services necessary to complete advertising assignments for distribution.
• Other Marketing Needs: Prepare and purchase marketing services including, but not limited to, printed collateral, public relations, sponsorship evaluations, sales promotions, research, social media, and marketing partnerships.
• Proof of Service: Check and verify all advertising identified above for accuracy, appearance, and quality.
• Evaluation: Evaluate key advertising placements and all other promotional activities using appropriate measurement tools.
• Reporting: Prepare and present regular reports on the effectiveness of the campaign, media strategies, and insights or opportunities to increase overall success.
• Collaboration: Consultation and/or collaboration with other relevant Lottery vendors and staff, including, but not limited to website development and public relations staff.