BuSiNeSS PlAN - California Lottery

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ITSD consists of four offices and three departments: Information TechnologyPlanning Office, Program Management Office, Information Technology AdministrativeServices Office, Gaming Applications Management Office, ApplicationServices Department, Infrastructure Department and Client Services Department.Sales & Marketing DivisionThe Sales Department’s activities are focused on creating, supporting, andmaintaining a viable retailer network. The Department coordinates retailernetwork development, manages Scratchers ticket distribution, and maintainsthe key account program for large chain retailers. A key Department responsibilityis to manage a sales force responsible for servicing all retail accounts and“selling-in” new lottery products.The Sales Department is comprised of four distinct, but closely related, sections:Key Accounts, Southern Field Operations, Northern Field Operations, and RetailerNetwork Management.The Marketing Department’s activities are focused on assessing long-term marketpotential; creating marketing plans and budgets; implementing marketing plans;coordinating marketing activities with all CSL departments and multiple contractedagencies; and conducting ongoing advertising research and analysis. The MarketingDepartment is comprised of the Consumer Marketing and Advertising Sections.Lottery Offices and FacilitiesThe CSL has nine district offices, a central headquarters facility in Sacramento,and distribution warehouses in Northern and Southern California.Fig. 1.7 District OfficesThe nine district offices service the regions shown in Figure 1.7.Figure 1.7 – District OfficesSacramento DistrictSan FranciscoDistrictEast Bay DistrictCentral Valley DistrictVan Nuys DistrictInland EmpireDistrictSanta Fe Springs DistrictSanta Ana DistrictSan Diego DistrictInland EmpireDistrictCalifornia Lottery 2007–2010 Business Plan – 19 –
1.7 Key Events in California State Lottery HistoryOctober 14, 1986Lotto 6/49 is introducedas first draw gameFebruary 1, 1992Fantasy 5 IntroducedApril 2, 1992Daily 3 IntroducedJuly 10, 1994Fantasy 5 drawingschanged to 5 days a weekNovember 16, 1992Keno introducedNovember 6, 1984California voters approveconstitutional amendment tocreate California State LotteryJune 21, 1990Lotto 6/49 changed to Lotto 6/53March 5, 1990Decco 6/52 Lotto game introduced1984 1986 1988 1990 1992 1994October 3, 1985California Lottery initiated andfirst Scratchers ticket goes on saleApril 10, 1991Little Lotto 6/39 introducedOctober 1993First Scratchers priced higherthan $1 introduced1993Multiple Scratcherstrategy introducedSeptember 30, 1987Lotto 6/49 begins two draws per weekDecember 15, 1991Lotto 6/59 Changed toSuperLOTTO (6/51 matrix)– 20 –California Lottery 2007–2010 Business Plan
Page 3: CommissionersJOHN MASS, of Los Ange
Page 6 and 7: Introduction
Page 8 and 9: IntroductionIn order to fulfill the
Page 10: focus on huge jackpots and more foc
Page 14 and 15: Figure 1.2 - 2004-05 K-12 Percent o
Page 16 and 17: 1.1% General Operating ExpensesGene
Page 18 and 19: SupermarketsAlthough supermarkets h
Page 20 and 21: handles all Spanish language advert
Page 22 and 23: Fantasy 5Value Proposition: The bet
Page 24 and 25: 1.6 Organizational Structureof the
Page 30 and 31: Integrity,Security,Honesty,and Fair
Page 32: The CSL not only employsinternal au
Page 35 and 36: Since its inception, the CSL has wo
Page 37 and 38: Last year, the California Problem G
Page 39 and 40: Marketanalysis
Page 41 and 42: EthnicityThe following charts show
Page 43 and 44: GenderThe household incomeof past m
Page 45 and 46: 3.2 Consumer ProductSales Compariso
Page 47 and 48: Technology TrendsAll of these techn
Page 49 and 50: are large, to maintain sales in lot
Page 51 and 52: IntroductionIn FY 05/06, the CSL re
Page 53 and 54: Figure 4.2 is a list of some of the
Page 55 and 56: Figure 4.4 - Overall PRIZE PAYOUTS
Page 57 and 58: Figure 4.5 shows that in terms of p
Page 59 and 60: Raffle GamesRaffle-style games are
Page 61 and 62: Pursuant to section 8880.64 of the
Page 63 and 64: Fig. 5.12 CSL Scratchers Game Growt
Page 65 and 66: As shown in Figure 5.13, the lotter
Page 67 and 68: Fig. 5.15 Sales per RetailerFigure
Page 69 and 70: etailers with special “Check-a-Ti
Page 71 and 72: Gaming System ComplexityThe CSL’s
Page 73 and 74: Fig. 5.19 Budgeted Per Capita Adver
Page 75 and 76: There is an opportunity to reverse
Page 77:
Public Relations and OutreachOur fr
Page 80 and 81:
Ticket Dispenser RestrictionsThe re
Page 82 and 83:
IntroductionA careful analysis of o
Page 84 and 85:
Unfortunately, increasing jackpot s
Page 86 and 87:
Key StrategicInitiatives
Page 88 and 89:
Shift the Jackpot ParadigmOur strat
Page 90 and 91:
12. Recruit Non-traditional Retaile
Page 92:
www.calottery.com600 North 10th Str
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BuSiNeSS PlAN - California Lottery

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