The Contractor(s) shall work with the MLGCA in the development and execution of its integrated marketing program with the following overall objectives: A. Effectively communicate with the MLGCA’s target audiences, including: 1) Players and prospective players for all Lottery games; 2) Retailers to motivate them to sell more tickets with the assistance of a retail merchandising support program and Point of Sale (“POS”) advertising materials; and, 3) Other audiences who may influence public attitudes and perceptions of the MLGCA; B. Maximize net profits by: 1) Expanding participation among current, lapsed, and less frequent players; 2) Attracting new players with a clear, targeted, efficient presentation of the current game menu; and 3) Introducing new games or delivery channels; C. Increase players’ and prospective players’ understanding of MLGCA products and reinforcing the MLGCA’s mission of raising revenue for the general fund; D. Improve Retailers’ understanding, advocacy, and promotion of the MLGCA and its products; E. Reinforce the credibility, integrity, and transparency of the MLGCA throughout all communications; F. Position MLGCA products as a fun entertainment option by maintaining a strong competitive position with other providers of entertainment; G. Communicate the MLGCA’s responsible gaming program and informing consumers of the resources available for problem gambling; and H. Create an integrated marketing program that accomplishes the goals and objectives set forth in this RFP.
