Product Development, Creative Services, Sales and Communications

Transcription

1 MARYLAND LOTTERY Montgomery Park Business Center 1800 Washington Boulevard, Suite 330 Baltimore, Maryland Phone: TTY users call Maryland Relay Martin O Malley, Governor Stephen Martino, Director TO: FROM: DIVISIONS: Maryland Lottery Commission Stephen Martino, Director John Martin, Assistant Lottery Director Product Development, Creative Services, Sales and Communications DATE: September 19, 2012 SUBJECT: Report for the September, 2012 Commission Meeting Following is a status update of ongoing and special projects in Product Development, Creative Services, Sales and Communications. I. Product Development a. Online products and promotions 1. Keno Sprinkler & Racetrax Doubler Promotions: These two popular monitor game promotions ran from 8/20 through 9/9. 2. Redskins Mega Power Promotion: The promotion is off and running, and is demanding attention from players in Montgomery and Prince George s counties. Two prize drawings have been held to date; the first prize was drawn on 9/6 and received 981 entries for a family four pack of Redskins game tickets to the Cincinnati Bengals game, four replica jerseys and $500 cash; the second prize was drawn on 9/13, received 2,199 entries for a prize similar to the first, but they received tickets to the Atlanta Falcons game. 3. On 9/17 a new bet type was added to the Pick 4 game. The Combination Wager offers players the ability to play several positions of numbers on one ticket. The Pick 4 Combination Wagers offer players the choice to purchase a 4-Way Combo (four straight bets with 3 digits the same), 6-Way Combo (six straight bets with 2 pairs the same), 12-Way Combo (twelve straight bets with 2 digits the same) and a 24-Way Combo (twenty-four straight bets with all digits different) in the amounts of $0.25, $0.50 and $1.00. Pick 4 Combination ticket cost range from $1.00 to $24.00 and the prizes range from $1,250 to $5, Upcoming online promotions: The Pick 3, Pick 4 Double Pay on Box Play promotion is scheduled to run 10/15 11/11. 1

2 2. The next Redskins Mega Power Promotion prize drawing will be held on 9/ Continue planning for the new game launch, 5 Card Cash, in November. b. Instant ticket products and promotions 1. Ravens Cash Fantasy: The structure of the second-chance contest was changed this year rather than have multiple drawings each week, there is one drawing per month for a long list of prizes. The August drawing received a total of 13,598 entries; the September drawing received 54,228 entries; the October drawing has received 31,512 entries through 9/17 entry deadline is 10/16. The number of registered users is up when compared to last year: 2012 registered users = 30,873; 2011 registered users = 24, $20 Lucky 7s Game Book launched 9/4 and has been very well received in the field. Game Book is 12.8% activated ($3,322,240) and 6.4% settled ($1,671,640). When compared to the two most recent $20 launches (both in FY12), Game Book is tracking ahead in activations by approximately $760,000, and settlements by approximately $330, September instant tickets launched 9/4 and included: $1 Rake It In, $2 Sapphire Blue 7s, $5 Aces High and $20 Lucky 7s Game Book. 4. It s A Wonderful Life second-chance contest: A second-chance contest has been developed, centered around the upcoming Holiday ticket, It s A Wonderful Life. From 10/15 12/10, players can mail in non-winning tickets for a chance to win a Holiday shopping spree. One grand prize winner will be selected to receive $10,000 on 12/20; Twenty weekly prizes of $500 ($500 prizes will be awarded as gift cards) will be awarded between 10/25 12/20. o Additionally, a retailer incentive has been created to help increase ticket sales and contest awareness retailers who sell the weekly winning second-chance contest tickets can also win $500 gift cards. When the winning tickets are selected for the second-chance contest the tickets are reviewed to ensure those selected are non-winning. Those tickets will also be reviewed to determine where they were sold that data will be used to award the incentive to retailers. 5. High profile instant ticket performance updates: o Ravens Cash Fantasy: Although sales for this scratch-off are very strong, this year s Ravens ticket is tracking slightly behind last year s game is currently 28.3% activated ($4,471,500) and 16.6% settled ($2,619,600) s game when compared to the same time period, was 35.1% activated ($5,642,400) and 22.6% settled ($6,642,000). 2

3 o Monopoly: After 19 weeks this game is 89.1% settled with $389,630 per the most current week settlements. The final second-chance drawing received 67,597 entries and was held on 8/29. Throughout the life of the contest, there were a total of 42,419 registered accounts. o Strike It Rich: After 24 weeks, this game is 66.1% settled with $230,645 per the most current week settlements. The final drawing of the Baltimore Oriole themed second-chance contest was held 9/4 and received 26,659 entries. 1. Promote the Ravens Cash Fantasy scratch-off and second-chance contest, focusing on changes made to contest format, and maintaining sales levels comparable to previous year s games. 2. October will host two instant ticket launches: 10/1 traditional game launches: $3 Stacked With Cash, $5 Cash Up Doubler, $10 Double Cash and $20 Money Multiplier; 10/15 Holiday game launches: $1 Stocking Stuffer, $2 It s A Wonderful Life, $5 $weet Riche$, $10 A Wreath of Franklins. 3. Continue planning for the launch of Holiday games and developing the related second-chance contest and retailer incentive program. II. Creative Services a. Traditional media 1. The advertising support for Ravens Cash Fantasy is currently airing. The television buy in the Baltimore market will conclude 9/30; television support will continue with one :30 second spot in each Ravens game, and :30 second TV spots in select AFC and NFC games throughout the season. The CBS Radio radio/web sponsorship, Baltimore Sun web sponsorship, PressBox print/web sponsorship, and a network digital media buy will continue all season. 2. The Powerball jackpot is once again above $100 million a statewide radio buy is currently running to support the game. 3. The 2013 advertising sponsorship with the Washington Redskins and all supporting materials have posted. These elements include: pre/in/post game radio, Redskins Game Plan Radio, television spots in several Redskins programs, inclusions, a half-page ad in each Redskins Game Day Magazine, pre/in/post game spots airing on Redskins In-Stadium TV Network, web banners on Facebook and Twitter posts, blog post on the team s website, tower banner on the exterior of FedEx Field, five dioramas inside the stadium, in-bowl ribbon board signage, and an HD Video Board feature that runs in-game. 4. The advertising materials for Lucky 7s Game Book have been completed. Television and digital advertising will run 10/1 10/28. 3

4 1. Ravens Cash Fantasy: Continue updating and finalizing creative materials for the season. 2. Lucky 7s Game Book: Release creative materials for advertising campaign that will run 10/1 10/ Holiday games: Develop radio and point of sale materials to promote Holiday scratch-offs as the perfect Holiday gift. A piece of point of sale specific to the It s A Wonderful Life second-chance contest is also being developed Card Cash: finalize media plan; select and produce creative for advertising support. 5. Redskins Mega Power Promotion: Continue to monitor and update in-stadium, web, and print materials for the season. b. Web/digital/new media 1. The successful Summer of Like promotion ended on 9/3 the number of Likes on Facebook increased from just over 24,000 to 36,153. Over 10,000 entries were submitted by players for chances to win tickets for events ranging from Orioles games to Merriweather concerts. 2. The Ravens Cash Fantasy microsite, used as the entry mechanism for the second-chance contest, was updated and launched prior to the instant ticket s launch. After 7 weeks, there are already 30,873 registered users. 3. Lucky 7s Game Book: The landing webpage as well as an animated demonstration of the book being flipped went live prior to the game launch on 9/4. 1. Ravens Cash Fantasy: Continue updating winner and prize information on the Ravens Cash Fantasy website. 2. Redskins Mega Power Promotion: Continue updating the website to include current winner information. 3. It s A Wonderful Life : develop a landing webpage for the It s A Wonderful Life second-chance contest, to inform players of the contest, the prizes and how to enter Card Cash: Continue developing the new layout of mdlottery.com to include a new section for the game that will feature an animated video to demonstrate how the game is played, calling attention to the two ways to win on each ticket. 5. Explore new ways/technologies to incorporate digital platforms into product and promotion communications plans. c. Merchandising 1. Sales Maker: Seminars have concluded for the year. 175 retailers requested makeovers, to date, 154 stores have been completed. 4

5 2. Digital Jackpot Signage: 555 signs have been installed. Locations are being added to the installation schedule on a case by case basis. 1. Sales Maker: o 21 makeovers remain to be completed prior to the program deadline of 10/12. o After all makeovers are complete, the merchandising team will review the program to identify key areas of improvement. 2. Digital Jackpot Signage: o MSLA will maintain 25 units for future installation needs. o Pre-sites are still coming in for 2 nd round of installs, 77 signs remain in inventory for this round. III. Sales Initiatives a. Key accomplishments last period: i. Lucky 7s Game Book: Field representatives are revisiting locations, especially where the game is selling well, to increase facings for this game. ii. Facings Report: The goal for FY13 has been set at 105,000 scratch-off ticket facings. As of 9/15, facings are up to 103,378 an increase over August of 857. Our target is set at achieving an increase of 1,949 facings in FY13 we are currently at 44% of our target goal. iii. Ravens Cash Fantasy: The field staff is also revisiting locations to stimulate activations, and to get both pulses activated in retail locations. iv. Corporate Sales: 1. Ravens Cash Fantasy/Stadium Sales: o The Ravens Cash Fantasy scratch-off was launched to the retailer network on 8/6, but the ticket was exclusively available for purchase at the Ravens training camp event on 8/4 this resulted in the sale of 17 books ($5,240). o At each home game, tickets are on sale at the Lottery booth on Ravens Walk, two stadium kiosks located on the upper and lower concourses and four ITVMs on the club level. In addition, before and during each game, ten teams of hawkers are assigned to tailgate lots and concourses to sell the ticket. o Sales to date: 204 books, $61, Casino Upgrades: o Ocean Downs: All facility and licensing requirements have been met to install an Agent Plus terminal at the cage and a terminal with two monitors in the racetrack s lounge. o MD Live!: Worked with MSLA Legal department and MD Live! personnel to secure Agent Plus approval. For the phase 2 opening on 9/12, a terminal was installed in the gift shop and a PAT in the bus lounge. MD Live! provided two 42 monitors above the PAT to display Keno and Racetrax. 10-week average sales for the phase 1 PAT: $3,326. 5

6 o Rocky Gap: Worked with MSLA Legal department and Damon Schram to resolve agreement language to license Rocky Gap s gift shop as a retailer. 3. Lucky 7s Game Book: o An additional 25 locations were added to the list of participating corporate stores after the launch of Game Book; 625 corporate locations are now offering the game. For ITVM and PAT locations, sample Game Book tickets are displayed on the units with point of sale, directing them to the main register for purchase. 4. Recruitment: o Corporate staff worked with SGI, Comcast and the Maryland Blind Enterprise Program to obtain clearance to install a retailer at Fort Meade and Linda s café. 5-week average is $2,800. b. Upcoming tasks for this period: i. Corporate Accounts: 1. Continue to promote current initiatives: Ravens Cash Fantasy, Lucky 7s Game Book, Holiday instant games and the launch of 5 Card Cash Upgrade Program: o The first phase of the upgrade program commenced on 9/17 and will be completed by 10/12. Field and corporate staff will be upgrading the 24-game units to 32-game units. The topselling 7-11 locations (50) were selected for phase 1; the remaining 300 locations will be phased in by the end of FY Casino Updates: o MD Live!: Working with the director of marketing on a rewards program promotion with an instant ticket giveaway component; slated for the end of November. o Ocean Downs: The installation date for additional equipment has been scheduled for 10/17. o Rocky Gap: Continue with the gift shop licensing process. IV. Communications a. Events 1. Sponsored, staffed a booth, promoted products and sold Lottery tickets at the Maryland State Fair, one of the Lottery s biggest events of the year, from 8/24 to 9/3. o Held a successful live drawing on-site, the evening of 8/24. o Hosted Maryland Lottery Day on 9/1 which included an onsite promotion featuring Powerball and Mega Millions at the Band Perry concert, special promotions throughout the day and all fair employees wore Maryland Lottery t-shirts. 2. Held a Racetrax-themed party at Half Pint Sports Bar on 8/ Held Keno-themed parties at Finger & Claws on 9/5 and Wing Sport Café on 9/7. 6

7 4. Sponsored and had a booth presence at Frederick s annual In the Street festival on 9/8. 5. Staffed a booth at the annual Great Prostate Cancer Challenge on 9/9. 6. Staffed a booth, sold tickets, and promoted products at the Ravens season-opener against Cincinnati on Monday, 9/ Sold tickets and staffed a booth at the annual Delmarva Bike Week at Arthur W. Perdue Stadium in Salisbury, 9/14 & 9/ Sold tickets and staffed a booth at the Maryland Wine Festival in Westminster, 9/15 & 9/ The first of five Ravens Cash Fantasy parties will be held on 9/23 at Annie s Paramount Steak and Seafood House in Grasonville. 2. Ravens vs. Patriots 9/ Orioles vs. Toronto on 9/ Ravens vs. Cleveland on 9/ Endless Cruisin in Ocean City 10/4-10/7. 6. Ravens vs. Dallas 10/ Catoctin Colorfest in Thurmont 10/13-10/ Race for the Cure in Hunt Valley on 10/ Ravens Cash Fantasy party on 10/21. b. Slots program 1. Released June 2012 casino revenue numbers to the media on 9/5. 2. Answered media calls about casino revenue particularly Maryland Live - and scheduled numerous interviews with Director Martino. 3. Worked with a reporter at the Baltimore Sun on a feature story about the state s Voluntary Exclusion Program (VEP), which ran on 9/8. 4. Continued to answer media inquiries about the status of Maryland s slots program and the individual casinos. 1. Release July casino revenue numbers on 10/5. 2. Continue to promote and secure media coverage for the Lottery s VEP and the Maryland Alliance for Responsible Gambling (MARG). c. Media relations 1. Promoted the new Lucky 7s Game Book, Ravens Cash Fantasy and Strike it Rich scratch-offs, Medal Madness promotion and the new Pick 4 Combination wager. 2. Conducted drawings for second-chance contests and notified hundreds of winners regarding their prizes in the Strike it Rich, Medal Madness, Redskins Mega Power and Ravens Cash Fantasy promotions. 3. Prepared information about Lottery revenue contributions to the Maryland Stadium Authority for Director Martino s 8/22 appearance on an economic impact panel for Oriole Park at Camden Yards. 7

8 4. Answered over 250 inquiries from Lottery players sent to Communications public affairs Created and posted nine winner videos on mdlottery.com s MDLottery TV. 6. Wrote, taped, edited and posted bi-weekly Lottery Minute videos on mdlottery.com, and weekly Lottery Minute for radio. 7. Continued to search for Lottery archival materials to feature in the Maryland Lottery s upcoming 40 th anniversary exhibit at the Baltimore Museum of Industry. 8. Wrote and designed the fall 2012 Retailer Report newsletter, distributed on a bi-monthly basis to over 4,200 Lottery retailers. 9. Wrote, designed and distributed the fall 2012 Lottery Gazette, the Lottery s internal employee newsletter. 10. Wrote, produced and recorded the September 2012 Ocean City resort guide commercial, highlighting the new $20 Game Book Lottery-related articles and 160 slots articles were printed in local and regional papers and on Internet news websites. 12. Interviewed winners and wrote 32 press releases that were posted on Lottery website and/or sent to the media. 13. Assistant Director for Lottery John Martin appeared on WBAL-TV to promote September s Hot Five segment on 8/ Lottery spokesperson participated in three on-air interviews / appearances. 15. Received and responded to two Public Information Act requests. 16. Responded to reporter inquiries regarding the recent special session, casino revenue, slot machines, gaming and winners. 1. A Communications staff member will be featured in October s Hot Five segment on WBAL-TV on 9/ Continuing to prepare for the Lottery s 40 th anniversary exhibit at the Baltimore Museum of Industry. 8