Hispanic Marketing and Advertising Agency Services

Vendors to provide advertising and marketing services for the California Hispanic consumer market (HCM) to raise awareness, elevate brand perceptions, and maximize product sales to increase Lottery profits and contributions to California public schools.
- Agency must develop a mastery level understanding of the Lottery business and its consumers to create comprehensive marketing and communication strategies, approaches, and plans that align with the Lottery’s objectives.
- Hispanic Market Expertise:
1. Plan, coordinate, and execute the Lottery’s annual marketing and advertising plan in the HCM and integrate with the Lottery's overall advertising and marketing plans in partnership with Lottery staff, the Lead Agency, and other partner agencies.
2. Provide overall market analysis, strategy development, and positioning of the Lottery brand and its products, programs, and services within the HCM.
3. Provide deep cultural insights, audience segmentation, market intelligence, and trends for the HCM. Regularly monitor and assess developments in the segment and their implications for the Lottery. Provide recommendations to help futureproof the Lottery.
4. Utilize data and apply HCM insights to actionable strategic and tactical recommendations across the Lottery's earned, owned, and paid marketing efforts. Provide input into the Lottery long-range strategic and annual business plans.
5. Partner with the Lottery's media agency to develop and execute culturally relevant and impactful advertising plans.
- Creative:
1. Create and produce Hispanic dedicated advertising and marketing materials for the Lottery’s brand, products, and programs. Develop and execute creative to fulfill paid media plans.
2. Collaborate with other partner agencies to develop total market executions and transcreations.
3. Provide Hispanic cultural insights and input (i.e. cultural relevance, casting, copy, red flags, etc.) on creative developed and produced by other entities.
4. Provide high-quality Spanish-language translation services as needed for Lottery materials (e.g. website, research materials, business documents, marketing collateral, etc.) using the appropriate dialect, grammar, and other language nuances for Spanish speaking Californians.
- Integrated Marketing:
1. Collaborate with the Lottery, media agency and other partners to develop Hispanic advertising and marketing plans, media strategy and stewardship across all channels and platforms.
2. Analyze opportunities and recommend strategies and tactics (advertising, promotions, digital and social media, retail marketing, experiential, grassroots, etc.) for effectively reaching the HCM.
3. As needed, manage relationships with Hispanic media partners. May include planning and buying on a case-by-case basis.
4. Pursue, develop, and execute strategic marketing partnerships.
5. Provide HCM insights and recommendations for enhancing player acquisition, engagement, and retention. Consult on the Lottery's digital marketing platforms including website, mobile app, social media, email
marketing, promotions, and loyalty programs. Develop and execute initiatives as needed.
6. Develop and execute consumer promotions and experiential marketing initiatives as needed.