LOTTERY’S BUSINESS OBJECTIVES.
In issuing this RFP, Lottery’s seeks to contract with a qualified firm that can help Lottery meet its continued business objective of realizing a 70% or more favorability rating from adult Oregonians. In doing so, Lottery intends to, and seeks the assistance of a firm to help, continue its Brand Program by focusing on two main messages: (i) the benefits Oregonians receive as a result of Lottery dollars, as opposed to the amount of money that Lottery gives, and (ii) the primary beneficial nature of the Oregon Lottery Brand, as opposed to quantifying with numbers and percentages Lottery’s various contributions. Numbers and percentages can be questioned; the tangible results and benefits Oregonians see every day in a healthy and sustainable state parks system, positive job creation, and effective schools cannot.Scope to include:
- STRATEGIC PLANNING
- To help identify strategic direction for the promotion of the Brand Program message. This may include general strategic input, directed brainstorming and ideation, secondary research compilation, interaction with Lottery fund recipient agencies, communication plan recommendations and the like.
- CREATIVE DEVELOPMENT
- Creative concepts for any combination of Lottery’s multi-media advertisements. Creative development may include traditional advertisements for television, digital and social media, radio, print, direct mail, out-of-home, point- of-purchase, collateral materials; and any other non-traditional advertising, advertisements or marketing outreach efforts. The successful Proposer may be required to interact with other Lottery contractors to extend concepts to web, digital, and social media, as well as other advertising areas outside the Brand Program.
- PRODUCTION PLANNING AND EXECUTION
- Produce and deliver any combination of Lottery’s approved multi-media advertisements. Production planning and execution may include advertisements for television, digital and social media, radio, print, out-of-home, point-of-purchase, collateral materials, merchandising displays, promotional items, and any other advertising or marketing outreach effort that Lottery selects to support its Brand Program.
