Sherry Karrick, Kathy Oechsli and Lucy Woodson

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Presentation transcript:

Sherry Karrick, Kathy Oechsli and Lucy Woodson MARKETING PROPOSAL Presented To: Sherry Karrick, Kathy Oechsli and Lucy Woodson “Be Lucky in Kentucky…..Play the Kentucky Lottery” Presented by: Lora P. Smiley, WGZB/WMJM/WGHL Account Manager Julie Lee, WDJX/WXMA Account Manager Office: 502.625.1220 520 S. 4th Street, 2nd Floor Louisville, KY 40202

Overview KY Lottery, consisting of various games, is a government-regulated form of gambling. The Lottery began in April 1989. On April 4th, ticket sales began with first day sales of over $5 million Lottery proceeds fund millions annually in state student financial aid awards, including the College Access Program (CAP) Grant, the Kentucky Tuition Grant (KTG), the merit-based Kentucky Educational Excellence Scholarships (KEES) program and the KHEAA Teacher Scholarship The average Kentucky Lottery player is between 30 and 55 years old, is at least a high school graduate, and has an income of $25K - $45K per year Board has agreed to sell lottery tickets on web site and devices – starting fall to winter 2015, however not looking for digital platform help. They are going to call it I-LOTTERY – it will be geo-targeted, you can only buy them while in the state The Low gas prices have helped lottery sales Getting people to buy lottery tickets as a buying cycle 2015 Ad Campaign to begin in July

Campaign Target Campaign Objectives Target people 18+ who shop at grocery stores and convenience stores and can be motivated to take action and buy a lottery ticket Adults 25-64 are heaviest users, 50+ super core…however, an new opportunity can be created by engaging a younger, 18-34 year old, lottery player. Campaign Objectives Get the people who are playing to play more…and those who aren’t playing to play. Get potential players to go to retail locations and buy Kentucky Lottery Tickets Drive engagement with the brand on-air, on-line, on-social, on-site

Campaign Strategy/Concept: “ Be LUCKY in Kentucky….Play the Kentucky Lottery” Campaign elements include: Alpha Media Personality Endorsements (WDJX, WGZB, WMJM, WXMA) Kentucky Lottery Alerts Community Event Sponsorships - Black History Month - Soul Food Fest - Pinktober - Back to School - Community Cookouts Sponsorship of Alpha App all 5 stations Alpha Cares Sponsorship .

Alpha Media Endorsements Alpha Media will use PERSONALITY ENDORSEMENTS to create awareness of Kentucky Lottery games, remind listeners to play the Kentucky Lottery and build creditability of the Kentucky Lottery brand. Alpha Media is proud of our popular and well established personalities. Alpha Media will schedule one (1) :60 endorsement announcement each day, Monday through Friday, 6a-12mid. Alpha Media will alternate stations every two (2) weeks. Example: July 6 – 10 WDJX - Kelly K 6a-10a July 13 – 17 WDJX - Ben Davis 6a-10a July 20 – 31 WMJM - Valerie Sickles 10a-3p Aug 3 - 14 WGZB – DJ Q 3p-7p Aug 17-21 WXMA – George Lindsey 6a-10a Aug 24-28 WXMA – Lynda Lambert 6a-10a

Alpha Endorsers

Alpha Endorsers

Alpha Endorsers

Kentucky Lottery Alerts Alpha Media will provide :05 recorded alerts that air Monday – Saturday, two times per daypart, 6a-12m, per Alpha Station*. Total of 8 - :05 recorded announcements per day 240 per week WGZB/WMJM will provide 3 Alerts in Midday and No Alerts in morning drive due to syndicated programing Example of :05 second Alerts: “Be Lucky in Kentucky – Get your Powerball ticket today. Drawing tonight for 100 Million” “Be Lucky in Kentucky – Play Keno – Fun every 5 minutes” “The Kentucky Lottery – Fuelling imagination, Funding education”

Community Events Sponsorship

Alpha Cares Alpha Cares messages are :30 community awareness messages that Alpha Media provides to various philanthropic organizations, local charities and community events. Examples: - Alpha Cares airs 100X per station each month, Monday – Sunday, 6a-12m - March of Dimes The Kentucky Lottery will sponsor the Alpha Cares messages “Alpha Cares powered by The Kentucky Lottery”

Quarterly Promotions Lotto-Gram: Alpha Media will give listeners the chance to win ____________ by uploading a :15 second or less video answering the question “What would you do if you won the lottery?”. Listeners will be driven to station websites to upload their video entry, where a top 10 will later be chosen and then voted upon by listeners to crown the winner of Lotto-gram. Possible Prizes: -Trip -Vehicle #BeLuckyinKY: Alpha Media wants listeners to take a beloved selfie at any Kentucky Lottery desk/ kiosk at any Kentucky Lottery Retailer with the Kentucky Lottery logo in the background for a chance to win a college scholarship. Listeners will be driven to tweet one of the five radio stations in Alpha Media with their selfie using #BeLuckyinKy to get in to win. An alternate form on entry to upload a #BeLuckyinKY selfie will be available on station websites. One grand prize winner will be chosen for the scholarship. The Phrase That Pays: Each weekday, the Alpha Media radio stations will announce the “The Phrase That Pays” giving listeners a chance to win _____________ daily! When the listener hears the phrase that pays, listeners will call/text/email in to win. Possible Prizes: Grocery Gift Card / Gas Gift Card Possible Phrases to Win: Scratch off / Lucky in Kentucky / Kentucky Lottery /Walk in to Win

Alpha App WDJX, WGZB, WMJM, WXMA, and WGHL App Sponsorship Powered by …. “The Kentucky Lottery” (one Alpha station per month) The Kentucky Lottery will have a highlighted, premium fixed position that appears 24/7 when sponsored station app is opened. Examples: - Scratch and see last nights Powerball winning numbers - Landing page to show Kentucky Lottery video - Landing page to show the closest Keno location

Thank you! Lora P. Smiley, WGZB/WMJM/WGHL Account Manager Julie Lee, WDJX/WXMA Account Manager Office: 502.625.1220 520 S. 4th Street, 2nd Floor Louisville, KY 40202

Campaign Summary Partnership Timeline: July 2015 – June 2016 Alpha Media Personality Endorsements (WDJX, WGZB, WMJM, WXMA) Kentucky Lottery Alerts Community Event Sponsorships - Black History Month - Soul Food Fest - Pinktober - Back to School - Community Cookouts Sponsorship of Alpha App all 5 stations Alpha Cares Sponsorship Total Annual Investment: $127,000