In her La Fleur’s Magazine interview about FY23 developments, Sarah Taylor, Executive Director of Hoosier Lottery, focused on major marketing initiatives, including myLottery, brand experiences, and optimizing media.
Taylor reported: “We are continuing to expand participation and deepen player engagement with a focus on:
- Exclusive brand experiences through myLOTTERY (player program), retail promotions and sponsorship/event opportunities that provide added value and expanded communication points in the player journey
- Developing connected brand experiences through traditional and digital media, including a focus on player and beneficiary stories, myLOTTERY promotional winner content, influencer engagement, and elevating our communication footprint of responsible gaming and giving back messaging
- Optimizing media, promotional and retail efforts through annualized planning to deliver unified brand experiences, drive efficiency and player engagement, and helping to adapt to the printing and production challenges happening in the current environment
- Data-driven media and communication efforts with a focus on driving efficiency and relevancy through our on media choices, CRM platform and segmentation research.”
On the retail front, Taylor said, “Self Service Equipment optimization and growth will remain a key priority for our retail success. We will also focus on Walmart VPO growth, Key Account Promotion and Omnichannel expansion, Merchandising Standards and enhancing our Retailer call cycle through our newly assigned large and small format lottery sales representatives.”
She also discussed internal FY23 programs for tech and financial services. “Quite honestly, I don’t think we get enough chances to learn from others and discuss many of our back-of-the-house operations. This year, we are implementing a Licensing Process Automation project to support our retailer network, moving the financial services away from an on-premise design to a CloudSecure Platform as a Service (Paas) model with enhanced security, monitoring and support in addition to working on aligning with the International Standards Organization (ISO) as well as the World Lottery Association (WLA) security controls,” said Taylor.