new Scratch games, particularly the Holiday Scratch series of games to include the $50 Scratch ticket. Attend store grand openings, corporate-hosted tradeshows, sponsor golf tournaments (giveaways, tickets, Dream Machine). Jackpot game promotion support (EZ Match for Cash 5 & Lotto as well as the new Powerball 10X enhancements). Timing Yearlong Budget $20,000 Responsibility Program Area Support Kevin Burke, Jim Donnelly, John Negley Corporate Accounts, Sales, Product, Events & Sponsorships, News Media Relations, Corporate Communications, Cactus Program Vending Optimization and Expansion Description Survey to determine if the placement of vending machines within each chain location is optimal to drive the most revenue. Look for opportunities to place a 2nd vending machine in high traffic/high volume locations, store with more than one entrance etc. Create a comprehensive vending machine out-of-stock report tailored for chain accounts. Install mounted Jackpot signs on existing TVMs especially in grocery and big box retail locations. Continue and expand c-store vending test to drive incremental sales. Identify additional large format stores, travel center locations, large stores with more than one entrance etc. Timing Yearlong Budget N/A Responsibility Program Area Support Kevin Burke, Jim Donnelly, John Negley Corporate Accounts, Sales Program Scratch Ticket Merchandising & Optimization Description Bin Initiative - Review and determine if each store has an
program. In addition, events provide a platform for sales of Lottery product, brand awareness and game promotions. The Lottery would like to retain successful event properties as well as continue to expand the FY16 event portfolio to bolster our statewide outreach. Program Events to Retain Description The Lottery has participated in and sponsored several events throughout the years. In doing so, we have learned which events meet specific criteria for participation and our marketing objectives. In FY16, the Lottery will continue with the following event opportunities, looking to optimize our presence in each. Some event opportunities are provided through Sponsorships. Events that have been committed to: Cherry Creek Arts Festival; July 3–5, 2015 Jet Car Nationals; July 4, 2015 Estes Park Rooftop Rodeo; July 6–12, 2015 Estes Park Rooftop Rodeo Parade; July 6, 2015 Sky Sox Lottery Mascot Meet & Greet; July 9, 2015 Colorado Dragon Boat Festival; July 18–19, 2015 Grand Junction Rockies Lottery Night; July 23, 2015 Mile High Nationals; July 24–26, 2015 Larimer County Fair Parade; July 25, 2015 Boulder County Fair; July 31–August 9, 2015 Boulder County Fair Lottery on-site; August 8, 2015 Larimer County Fair; July 31–August 4, 2015 Colorado Rockies Lottery Mascot Meet & Greet; August 14, 2015 Sky Sox Lottery Mascot Meet & Greet; August 20, 2015 Colorado Rockies Lottery ascot Meet & Greet; August 21, 2015 KBPI Rock ‘n Roll Car Show; August 23, 2015 Colorado Rapids Lottery half-time promotion; August 26, 2015 Colorado State Fair; August 28–September 7, 2015 A Taste of Colorado; September 4–7, 2015 Colorado Rapids Lottery halftime promotion; September 12, 2015 Timing Various, see specific event dates Budget $350,000 (total Events budget) Responsibility Program Area Support Marie Valtakis, CSG, Cactus Interactive Communications, News Media Relations Program Events to Consider
designed ad in exchange for an in-kind event sponsorship. Update the program application to simplify process while also highlighting the value of the benefit each partner is receiving. With noted program updates would like to get placement in smaller more local publications where the ads will stand out. Timing Yearlong Budget $30,000 Responsibility Dawna Callahan, Cactus Program Area Support News Media Relations Program Speaker’s Bureau Description Speaker’s bureaus have remained an important way to get in front of local community officials and members to tell the Lottery’s story. Refresh the presentation deck to include a stronger brand relevance message. Attend proceeds partner conferences (CPRA, CML, COSA). Explore opportunities and take a more strategic, proactive approach to scheduling Speaker’s Bureaus. Aim for a stronger presence – such as CML’s RUN (Resources U Need) session. Timing Yearlong Budget $2,500 Responsibility Dawna Callahan, Cactus Program Area Support News Media Relations Program Lottery/GOCO Signage Description Strengthen Lottery/GOCO signage program to incorporate Lottery messaging across the state. Work with GOCO Marketing team to coordinate plan for distributing signage to Lottery/GOCO-funded projects. Timing Yearlong