DC Lottery

DC Lottery Marketing Plan DC Lottery Marketing Plan DC Lottery Marketing Plan
Client

DC Lottery

Category
Misc.
About This Project

The AD Agency was hired to provide services that delivered actionable plans to assist the Office of the Chief Financial Officer with its strategic initiative to ensure “best in class” operations of the DC Lottery and appreciably increase DC Lottery profits.


  • Comparison to Best Practices
  • Analysis of:
  • Organizational Structure and Positions
  • Compensation Structure and Market Competitiveness
  • Internal Controls and OCFO Risk Assessment
  • Gaming System Operations
  • Claim Center Processing
  • Draw Division Operating Procedures and Business Continuity Plan
  • Fraud Risk Associated with Non-Payment of Players Winnings
  • Customer Service Complaints
  • Financial Services Systems
  • Mission, Vision, Goals and Objectives
  • SWOT Analysis
  • Evolving Internal and External Communications
  • Competitive Landscape / Marketing and Sales Plan
  • Media Testing
  • Lottery Procurement Process
  • IT Operations, Systems and Staffing
  • Internal and External Communications
  • Integrity and Security
  • Maximizing Efficiency
  • Retailer Sales Performance
  • Retailers and Account Management
  • Product and Point of Sale (POS) Materials Placement
  • Planogram/Retailer Merchandising Survey
  • POS Materials
  • The Expansion of DC Lottery Sales Network
  • Retailer Penetration
  • Retailer Recruiting Methods
  • Retailer Commissions and Incentive/Methods and Structures
  • Finance and Business Operations
  • Metric Development Program
  • Product Portfolio
  • Existing Instant and Online Game Portfolio
  • Per Capita Sales by Product
  • Instant Game Launch Schedules
  • Instant Game Price Points
  • Maximizing Retailer and Player Engagement
  • Retailer Education and Communication Methods and Materials
  • Diagnostic Media Audit
  • PR Competitive Analysis
  • Identifying and Reaching New Players
  • Winner Awareness
  • Use of Social Media
  • Promotional Events
  • Promotional Best Practices Analysis
  • Draw Operations and Graphics