WELCOME TO MIAMI

1. WELCOME TO MIAMI • The Flamingo Forum: The Florida Lottery’s New Tool for Staying in Touch with Players and Retailers Dennis Harmon, Deputy Secretary, Florida Lottery

2. Overview • Why the Florida Lottery established a research panel? • How the panel was put in place? • The first panel surveys? • How we are using the results? • Future directions?

3. Why Establish a Research Panel? • Timeliness—The need for a quick reading of player and retailer views • Game and promotion ideas • Insight into disappointing (or surprisingly good) game/promotion performance • Advertising concepts • Changes in lottery operations, procedures, equipment • Evaluation of lottery services, e.g., website, field staff

4. Why Establish a Research Panel? • Sound Basis for Decisions • Rigorous Methods • Sampling • Survey Construction • Results Reporting

5. Initial Welcome Survey Setting up the Research Panel Ongoing Research, Communication and Panel Management Define PanelPopulation Develop ProfilingQuestionnaire Recruit Panelists Build Database & Online Portal

6. Setting up the Research Panel Panel Recruitment Process WEBSITE BANNER (for players) RETAILER PAMPHLET (for retailers) IPSOS RECRUITMENT (for players) LANDING PAGE ON WWW.FLALOTTERY.COM STAGING SURVEY (hosted on Ipsos software) PANEL WWW.FLAMINGOFORUM.COM

7. Setting up the Research Panel

8. Setting up the Research Panel

9. Setting up the Research Panel

10. Setting up the Research Panel Thank you for your interest in joining the [FLAMINGO FORUM], managed by Ipsos. As a [FLAMINGO FORUM] member, you will have the opportunity to express your opinions on a wide range of topics of interest. You will be contacted by email about once a month and be asked to provide your opinions and insights on a variety of topics. ________ •  S1.Are you presently employed by any of the following? Please choose all that apply. • An advertising agency • A market research firm • A radio station • A newspaper or magazine • A television station • Any type of retail business that sells Florida Lottery games

11. Looking at Results

12. A1. FL Raffle Offer: Are you aware that the Florida Lottery occasionally offers a raffle style game in which a limited number of tickets are sold within a limited amount of time? (Select one)(Respondents could only choose a single response) First Survey Results—Raffle Games

13. A3. Reason not to Purchase: You indicated in the previous question that you have never bought a raffle ticket, why not? (Select all that apply)(Respondents were allowed to choose multiple responses) First Survey Results—Raffle Games

14. A4. Impact of Raffle Purchase: When you buy raffle games, how do you think that affects your purchase of other lottery games? (Select one)(Respondents could only choose a single response) First Survey Results—Raffle Games

15. Likelihood to Purchase - Millionaire Raffle: Please indicate how likely you would be to purchase this game in the future? (Select one)(Respondents could only choose a single response) First Survey Results—Raffle Games

16. 6: Thinking about other types of merchandise prizes, which of the following options would you find more appealing? (Respondents were allowed to choose multiple responses) First Survey Results—Raffle Games

17. Raffle Concept Ranking: Now we would like your opinion on all three Raffle options you just saw. Thinking about which Raffle …please rank them from 1st to 3rd with “1st” being the option you most preferRespondents were asked to rank their choice(s). First Survey Results—Raffle Games

18. Second Survey Results—Powerball Ad Concepts

19. Made you want to play : The ad made you want to play the game Second Survey Results—Powerball Ad Concepts

20. Improved your familiarity: The ad improved your familiarity and understanding of what this game is all about Second Survey Results—Powerball Ad Concepts

21. Told me something new: The ad told me something new about the game Second Survey Results—Powerball Ad Concepts

22. 9: Now we would like you to give us your overall opinion of the commercials by ranking them from 1st to 3rd with “1st” being the commercial you liked the best and “3rd” being the commercial you liked the least. Please drag and drop the images in the order you prefer. Second Survey Results—Powerball Ad Concepts

23. Likelihood of Purchase: Thinking about the game of Powerball, which statement best describes how you feel about it?(Respondents could only choose a single response) Second Survey Results—Powerball Ad Concepts

24. Using the Results • Raffle Game Study—Evaluation of game options for next year • Ad Concept Study—Further developing the “Parade” concept and making it available to other states • (Also, sharing the positive overall response to the Powerball changes)

25. Future Directions • Retailer perspectives on ideas for improving our processes, services and product lines • Scratch-off games: Player spending habits, distinguishing features of games, prize payout percentages • Ideas for shaping the revamping of our website • Player expectations regarding the Lottery’s use of social media

26. Lottery Expo 2011 Thank You Dennis Harmon Florida Lottery