La Fleur's 2010 Annual Lottery Symposium, March 28-31, 2010

(Printable Program)

9 a.m.-7 p.m.

Segment: U.S. Lottery Trends

Transitions
Buddy Roogow, Executive Director, D.C. Lottery
Lottery directors face different challenges depending on whether they are running a big lottery or small lottery organization, as measured by sales, player population base or geographical reach. There are also the less than easy to quantify differences in terms of the lottery’s corporate personality, style of advertising and branding moniker. This session will on one director’s wry observations on the differences in managing two different lottery organizations.

National Bloc Lotto Game
Margaret DeFrancisco, President & CEO, Georgia Lottery Corp.
A new national bloc lotto game involving lottery organizations which sell Powerball and Mega Millions is currently being planned. Key considerations include the proposed game’s matrix, prize schedule and price point.

Segment: European eSales

Nordic Lotteries’ Internet Sales
Jussi Isotalo, Executive Vice President, Veikkaus Oy
Veikkaus launched the world’s first state-run Internet gaming program in 1997, called OnNet. The lottery attracts 20% of turnover through digital channels. Turnover exceeds 4 million euros a week. Over 500,000 visitors seek out veikkaus.fi every week (14% of the adult population). This session will examine current operations as well as future plans for growth.

Austrian Lotteries’ win2day site
Friedrich Stickler, Director, Austrian Lotteries
Austrian Lotteries and Casinos Austria are one of the pioneers in Europe in establishing a successful e-gaming brand that include lottery, poker, casino, games room and mobile gaming.

Segment: US Lotteries’ Internet Trends

Internet & Interactive Play
Joan Borucki, Director, California Lottery
The California Lottery and its partner G2 is revamping interactions with California Lottery players to include a fully interactive website. This is part of an overall effort to renew the California Lottery and increase profits.

VA Lottery: Harnessing the Internet
Paula Otto, Director, Virginia Lottery
The Virginia Lottery has been successful with developing online subscriptions via the Internet, which almost no other U.S. lotteries do. The lottery has also developed other ways to use the Internet to engage players within the current restrictions, such as its second chance drawing for its Redskins instant ticket.

Sponsored Luncheon

Smart Phone Lottery Gaming for the US Lottery Market
Bill Wolfe, President & CEO, National Lottery Corporation

Segment: Sponsor Presentations

o GTECH Corporation
TBA

o INTRALOT, Inc.
TBA

o Sponsor Presentation: Pollard Banknote-"Connecting to the 18-34 Demo"

Dax Kimbrough, Director, Brand Partnerships, EMI Music (Capitol Records)

Segment: VLT Operations

o Sponsor Presentation: MGT Lottery

Edward Honour, President & Chief Technology Officer, MGT Lottery

o Sponsor Presentation: Bally Technologies

Warren White, Vice President, Software Development, Bally Technologies

Maryland Lottery: VLT Launch
Paul Dorsey, Director, Policy & Development, Maryland Lottery
Maryland is well on its way to implementing VLTs. The Ocean Downs location, on Maryland’s Eastern Shore, is the first VLT facility scheduled to open (around Memorial Day 2010). The Maryland Lottery will purchase or lease and distribute the VLTs with the cooperation and advice of the facility operators.

Segment: Cross Selling

Case Study: Georgia Lottery
James Hutchinson, Vice President, Marketing, Georgia Lottery Corp.
Over 30+ jurisdictions have committed to launch cross selling of Powerball and Mega Millions in early 2010. The Georgia Lottery Corp. is doing a “create your own Power Ball” ad contest. The winner receives $5,000 and their ad aired during the Super Bowl in Georgia. The lottery is also doing a fun Flash Mob scene in the airport when the Mega ball welcomes the Power ball... 100 “unsuspecting travelers” suddenly find themselves caught up dancing in an exciting choreographed routine.

Facebook Campaign: Georgia-Style
Deborah Riley Draper, Director, Experiential Marketing, BBDO Atlanta
The Georgia Lottery Corp. in conjunction with BBDO Atlanta will launch a major Facebook initiative in February 2010. The lottery recently filmed a “viro-video” piece featuring Jann Carl from Entertainment Tonight to be included with this launch.

Case Study: Illinois Lottery
 Sarah Cummins, Marketing Director, Illinois Lottery
- Anna Bleers, Account Director, Energy BBDO
The Illinois Lottery relaunched the Mega Millions brand in October 2009. The launch was followed by a jackpot-based continuity strategy plan which led into cross selling. Working with Energy BBDO’s Marketing Sciences group, the Illinois Lottery was able to track the in-market sales impact during the launch, continuity and halo periods which has resulted in significant sales gains.

Private Meeting for Lottery Marketing & Sales Directors
Moderator: Terri La Fleur, Publisher, La Fleur’s Magazine
This is an opportunity for one-to-one networking with lottery peers.

Segment: Customer Cultivation

Nebraska’s Relationship Marketing
Brian Rockey, Marketing & Communications Manager, Nebraska Lottery
The Nebraska Lottery is continuing to enhance its relationship marketing program with IQ Marketing and SKAR Advertising to help deepen its ties with lottery players. This goal is to enhance the long term value of the relationship between the lottery player and agency.

Player Relationship Primer
Jeff Ouellette, New Business Development, IQ Marketing
A player relationship program provides valuable information about players and play behavior, and targeting of specific promotional messages to players to generate sales. In this session you will learn about the value of player data and how it can help drive promotional strategy, how to integrate and customize online with offline player communications, and how to apply data appends to gain new insights on player profiles and characteristics.

Arkansas Scholarship Lottery: New Director Spotlight
Ernie Passailaigue, Executive Director, Arkansas Scholarship Lottery
The Arkansas Scholarship Lottery launched instant ticket sales in September 2009, followed by Powerball in October 2009. The lottery is contracting with INTRALOT for its online system and Scientific Games for instant tickets.

Arkansas’s Lottery Players Club
David Barden, Vice President, Gaming Operations, Arkansas Scholarship Lottery
The Arkansas Scholarship Lottery has recently launched an innovative, multi-faceted marketing program that offers additional opportunities for players to win cash as well as the chance to earn points that can be redeemed for prizes.

New Director Spotlight
o May Scheve, Executive Director, Missouri Lottery
o Kathleen Burke, Executive Director, Ohio Lottery
o Paula Harper-Bethea, Executive Director, South Carolina Education Lottery
An “Inside Perspective” on what is the state of affairs at the lottery, current challenges and successes and what’s ahead.

Media Relationships & Partnership Opportunities
o Jordan Wertlieb, President and General Manager, WBAL TV
o Mickey Cuchello, Morning Show DJ, 98 Rock
This panel will examine the relationship between the electronic media and state lotteries and how they can work more closely as partners.

Segment: Instant Ticket Programs

New Growth Market: Scratch
John Gorman, Strategic Development Specialist, D.C. Lottery
The D.C. Lottery is reorienting its Scratcher strategy under its new leadership. Several new initiatives have been green-lighted which are designed to put the lottery on a more competitive footing with the industry in general and its neighboring states in particular. In the coming months the D.C. Lottery will be launching tickets, and executing marketing initiatives in support of Scratchers, that have never been done before here in D.C. This presentation will also focus on key management tools which will be used to support these new scratch initiatives, such as forecasting, reporting, and analysis, player segmentation and inventory management.

Scratch Player Segmentation Study
Don Feeney, Research Director, Minnesota Lottery
The Minnesota Lottery conducted a scratch player segmentation study in 2008 that is instrumental in helping the lottery plan and develop its instant ticket strategy.

Canadian National Bloc Scratch Launch
Don Coleman, Manager, Big Play Products, Western Canada Lottery Corp.
All five Canadian lottery regions are participating in Canada’s first spotlight instant game, called $100 Million Fortune. It’s touted as Canada’s richest instant lottery. Driving the success of this product is national collaboration on product/prizing, creative and media support. The $100 Million Fortune ticket is scheduled for a March 29, 2010 release.

Segment: Social Media Applications
 

Engaging Players through the Web and Social Media
Marci Edwards, Web Developer, & Derrick Eckardt, New Media Specialist, D.C. Lottery
The D.C. Lottery is using two approaches to engage players online: its website and social media. DCLottery.com is the one-stop resource for players looking for general lottery information, while social media outlets are used to engage players where they spend time.

Wednesday, March 31
9-11 a.m.

Interactive Advertising Workshop
This interactive session for lottery marketers and ad agency executives will feature the newest TV ad campaigns for lotteries, including instant, online and institutional spots.

Deadline: March 5 for Ad DVDs !!!!
All lottery organizations sending delegates to La Fleur’s 2010 Lottery Symposium are invited to contribute examples of new lottery TV ads. This workshop will explore new corporate and product advertising. Up to five ads can be submitted on DVD to La Fleur’s Magazine by March 5, 2010. Please send DVD to:
La Fleur’s Magazine
14424 Chrisman Hill Drive
Boyds, MD 20841 U.S.A.
Questions: (301) 916-4478

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