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Agency Background

Agency Background. Founded in 1981 Headquartered in Baltimore’s Inner Harbor Staff of 85 full time marketing professionals. Full-Service, Integrated Agency. Research Branding Advertising Direct Marketing Media Planning + Buying Strategic Planning Graphic Design. Interactive SEM

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Agency Background

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  1. Agency Background Founded in 1981 Headquartered in Baltimore’s Inner Harbor Staff of 85 full time marketing professionals

  2. Full-Service, Integrated Agency Research Branding Advertising Direct Marketing Media Planning + Buying Strategic Planning Graphic Design Interactive SEM Community Relations Grassroots/Mobile Marketing Promotions/Partnerships Public Relations

  3. Digital Media @ gkv Brand Platform Digital Strategy governs digital activities Marketing methodologies apply Strategy Execution Optimization Analysis

  4. The Promotion

  5. The Challenge • There’s nothing to sell online • Makes it difficult to determine a true ROI • No established Brand presence in social spaces • We started with campaign/product first • No benchmark for audience interaction • The first campaign with two-way communication there was no telling how people would react.

  6. Establishing a Plan Elements to be considered: Determine your Key Performance Indicators (KPIs) early What content is available to enhance the social user experience? What can you create? Message matrix (who, what message, what platform) Create a schedule Production, media and events schedules are all considered when outlining your social media messaging schedule Division of responsibilities 7

  7. Digital Media Goals + Objectives • Drive users back to the microsite to register and redeem • Spread message of other campaign elements • Attract players outside the typical Lottery demographic • Establish and grow our network(s)

  8. Social Media Highlights + Key Outcomes • Social promotion code redemptions far surpassed those used in traditional media • Radio, TV, Event, • 49 redemptions • Facebook, E-mail, Blog, Twitter, Mobile • 280 redemptions • Audience Growth + Interaction

  9. The MD Lottery’s Brand Today • We have an established audience. Now what? • Recently transitioned from RCF-focused to all MD Lottery products • Listen to users and document their feedback • Continue to improve the brand…its products, platforms, customer service, etc.

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