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The California State Lottery is looking for a shop to provide advertising and marketing communications services aimed at the African American consumer market. Muse Communications is the incumbent shop.
The RFP, which covers five years with options for two one-year extensions, is open to full-service agencies and joint partnerships. The desired team will have a minimum of $3M in annual billings and at least 25 percent of its work product in AA marketing efforts.
The goal is to "effectively motivate consumers in an innovative and authentic way" to purchase lottery tickets by improving the Lottery's perception among black adults and positioning it as a fun and entertaining brand.
The RFP calls for a partner who "can combine rigorous and insightful account planning and strategic development with impactful creative solutions that drive sales and stand out in a post-digital, fragmented media world where consumers need to be continually re-engaged and re-motivated to play."
The Lottery "needs a data-driven, strategically-based, highly creative AA marketing agency with best-in-class capabilities across all channels, including traditional, digital, social, and mobile."
The firm will develop " breakthrough work and highly-integrated omnichannel strategies that deliver contextually-relevant communications and consumer experiences across all relevant touchpoints that elevate the Lottery’s brand, drive sales, and position the Lottery for the future."
The Lottery will announce the successful agency on Oct. 2 for work that kicks off Nov. 1. Submissions are due May 8. They go to:
California State Lottery
Contract Development Services
700 North 10th Street
Sacramento, California 95811-0393
Attention: Sergio Alfaro
Response to RFP #50135
Click here for the RFP.
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