Florida Lottery Marketing Ideas Lazjee’ C. Lyles

Still Playing to Win!

Another 25 Years And Beyond For The Florida Lottery

Florida Lottery Marketing Ideas Lazjee’ C. Lyles

Table of Contents

Website: Layout & Design 3-5

Social Media Presence 6

Pro Sports Connection 7

Revamping the Logo 8

Florida Lottery Marketing Ideas Lazjee’ C. Lyles

You’ve Got The Look!: Website Layout and Design

A website is very similar to a news page in terms of information placement, and the hierarchy is very basic: that which takes priority is most prominently displayed, typically at or toward the top of the page. Where you place information lets readers know what should take priority.

A few quick ideas for the new website:

• A beach background. Florida is widely known for its paradisiacal beaches. Why not display it on the Lottery website? For example, the Washington, DC Lottery page prominently displays the Washington Monument on its site, an instant reminder of what our nation’s capital is known for. Florida’s beautiful beaches are a key reason many tourists flock to our great state for vacations and getaways.

Florida Lottery Marketing Ideas Lazjee’ C. Lyles

• A fresher more vibrant look, perhaps taking some cues from popular films? Ocean’s Eleven immediately comes to mind. Although education is serious business, a light, fun look at gaming could be just the thing to rejuvenate our loyal clients, as well as interest a newer crop.

The Montana Lottery has a very eye-catching website with pops of color that do not overwhelm the eye:

Florida Lottery Marketing Ideas Lazjee’ C. Lyles

• The Lottery Trinity: Promotions, Winners, Education. Our current website does a stellar job of showcasing its new promotions. Would the website benefit from highlighting its winners and scholarship recipients in a more streamlined way on the homepage as well? In the newspaper business, this is referred to as a tease and a “jumpline”, a quick note that directs you to more complete information on another page, in this case to a tab specifically created for certain information.

• More in-depth information from student recipients? The Florida Lottery has consistently boasted healthy numbers regarding its contributions to education, and reading these impressive figures is paramount as a reminder of what a great resource the Lottery is for education; however, the student testimonials are more emotionally impactful, as it allows Florida’s residents to give a face to these deserving recipients. Why not showcase these students a bit more with expanded profiles that retain the testimonials, while addition what college they plan on attending, major, GPA, etc.?

• A Florida Lottery blog? To augment its online presence, it might be beneficial to have an auxiliary component to the website: a blog that showcases more in-depth winner and student profiles, as a start. The Iowa Lottery has one, and it seems to be an excellent tool for the information that does not make it on to the primary site.

• Getting In Touch: A Nifty, Organized Way. The Florida Lottery site already has buttons for mobile alerts, email alerts, a Lottery widget and a Lottery podcast. What about putting all of those features—as a series of clickable buttons—at the top of the webpage, along with the social media buttons, like the tab ribbon on the Iowa Lottery’s website? (below)

Florida Lottery Marketing Ideas Lazjee’ C. Lyles

Linking Up: Social Media Presence

For over two decades, the Florida Lottery has enjoyed a steady player base, proving that the goal of quality education is one that is paramount and shared by Florida’s citizens. But the Lottery has a wonderful challenge that is two-fold: keeping its loyal base and welcoming a new generation of players. To this end, the juggernaut that is social media cannot be ignored.

• 140 Characters At A Time. The importance of Twitter as a marketing and promotions tool is undeniable. 140 characters at a time, the Florida Lottery can let its existing and soon-to-be clients and customers know about new promotions, proud winners, scholarship recipients and all other pertinent Lottery information. We can follow Deputy Secretary Bishop’s lead and establish an official Florida Lottery Twitter page. Among the states with a Twitter presence are: Kansas, Massachusetts, Indiana, and Maine. A Twitter page would place the Florida Lottery on the cutting edge of a promotions and public relations revolution.

• Getting “Friend”ly, Staying Connected. Pre-dating Twitter, Facebook has long been regarded as a maverick and leader in the social media revolution. Even with the advent of Twitter, Facebook is still holding strong as an anchoring component in any marketing strategy. An agency-run Facebook page would be a crown jewel in the Florida Lottery’s 25-year anniversary re-branding efforts.

• RSS = E-A-S-Y. How about an RSS feed for Lottery news and features? RSS would allow the Lottery another delivery platform to direct our clients and customers to other Lottery news in various formats such as standard headlines, audio feeds, videos and blogs.

Florida Lottery Marketing Ideas Lazjee’ C. Lyles

Major League: The Pro Sports Connection

Sandy beaches. Palm trees. A variety of wildlife. The only thing that could

complete the package is professional sports…and Florida has at least 2 teams in each major professional sports league. Perhaps a good way for the Florida Lottery to ramp up its promotions, show team spirit and generate more revenue for education is by creating professional –themed games, in the same vein as its college-themed ones. No matter what walk of life our residents are from, we are largely united by our love of a great athletic contest, and Florida hosts an array to choose from!

Pro Team Scratch-Off Ideas: NFL Jacksonville Jaguars: Teal Ticket Miami Dolphins: Dolphin Dollars Tampa Bay Buccaneers: Bucs Bucks, or Tampa Bay Bucks NBA Miami Heat: Heat Picks Orlando Magic: Magic Money or Magic Mania MLB Florida Marlins: Marlin Money Tampa Bay Devil Rays: Devil Dollars or Rays Raffle NHL Florida Panthers Panther Play Tampa Bay Lighting Lightning Raffle It is key to note that both Washington DC and Georgia, a southern neighbor and a

site where many Florida residents travel to play the lottery, have professionally-themed games. Washington DC showcases its NHL Washington Capitals, and Georgia spotlights the NFL’s Atlanta Falcons. If licensing agreements are a concern regarding professional teams, then maybe some general games with names geared toward the pros could be created, such as: Endzone Bucks, or Goal Rush (which could be hockey or football related).

Florida Lottery Marketing Ideas Lazjee’ C. Lyles

A New Attitude!: Revamping the Logo

That pink flamingo…it has been the Florida Lottery’s trademark for 25 years. More than a trademark, it has been a beacon in our state associated not only with wildlife and gaming, but it has also served as a reminder for a dedication to education. What better way to celebrate the last 25 years and kick off the next 25 than by updating a classic?

A few ideas for a new Florida Lottery logo featuring an updated take on the classic flamingo

design, as well brand new ideas that showcase a few other of our state’s trademarks: