Scope: Agency is responsible for the following:
A. Share responsibility for planning, coordinating, integrating, and executing the Lottery’s overall marketing plan and specific portions of the Lottery’s annual advertising plan.
B. Assist in overall marketing analysis, strategy development, and positioning of the Lottery and its products.
C. At the Lottery’s direction, facilitate collaboration among Lottery staff, the Lottery’s other agencies, and other marketing contractors to provide integration of advertising and marketing plans.
D. Create and produce marketing and advertising supporting the Lottery’s new and existing products and programs.
E. All aspects of media strategy, plan development, and implementation, encompassing negotiation and buying of media such as television, radio, print, outdoor, digital, social, and any new media vehicle. This should include a robust social media and search engine strategy.
F. Assist with long-range marketing plans and specialized programs.
G. Develop, manage, and work with econometric models and other tools to optimize campaign results for maximum media return on investment.
H. Provide a post-buy analysis of all media buys.
I. Develop, manage, and facilitate Lottery market research studies.
Agency may be required to:
A. Directly contract with television stations in California designated market areas and for the airing of Lottery programs.
B. Assist with syndication activities.
C. Develop, design, and provide in-store communications.
D. Provide public relations programs integrating media relations, crisis communications, and cross-cultural outreach.
Due Date: 09/24/2025 3:00PM PDT
Contact: Ada Kwong 916-822-8038 akwong@calottery.com
