RFP response — Common Ground

strategic & creative approach

Illinois Lottery

z  Table of Contents:

—

* Introductions / Office Tour * Today’s Purpose (Account) * Review of Assignment (Account) * Key Considerations (Account)

— Assumptions — Disclaimers

* Our Strategic Approach (Planning) — Review Brand & Category

- Review against best practices states, “What worked and Why?”

— Key Consumer Insights - Multicultural make up of IL

- Identify the Target - Universal Truths/Segment Specific Insights - How it translates for retailer (B2B) - How it translates for consumer (B2C)

— Overarching Platform - TBD: “Our hierarchy/strategy of how

we will approach 2 assignments”

Today’s Purpose: * tour the commonground offices and meet the team

* review commonground’s strategic & creative approach to the Lottery Multicultural RFP

The Assignments: 1. Create a Multicultural product campaign that highlights innovative & transactional Communications

2. An image campaign in which we are seeking your strategic recommendation on improving the perception of the IL Lottery brand with Multicultural consumers

z  Key Considerations:

—

* Deliverables are based on the direction

* “Spectacular Numbers” serves as a

— OOH / Transit — Retail / POS

Presented in the RFP & built on the creative platform provided

creative thread connecting all activation pillars

— Digital (.com, social media) — Print

* Proposed media activation plan is based on our experience in the market & qualitative outreach

* Traditionally, our philosophy is rooted in a collaborative, transparent engagement with our client partners

Strategic — Unearth Key Brand Instincts

Illinois Lottery Tool Box

— Identify Multicultural Consumer Target — Create Umbrella Strategic Platform

Illinois Lottery

WHAT DO WE STAND FOR? �

* Entertaining — Provide fun and relevant gaming options

* For Me — Reflect the people of IL

* Genuine — Positive contributor to the state of IL

Multicultural Opportunity Identifying the

AFRICAN AMERICAN � ASIAN � HISPANIC �

How does Cook County stack up for Lottery?

z  

What does the

Multicultural

look like? population

Total Population:

5,194,675 - African American: 24.8%

- Hispanic: 24%

- Asian: 6.2%

z  

— who has the greatest

Impact? player

Total Population:

5,194,675 - African American: 24.8%

- Hispanic: 24%

- Asian: 6.2%