BuSiNeSS PlAN - California Lottery

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Introduction
MissionTo implement the public’s mandateto maximize supplemental fundingfor public education through theresponsible sale of lottery products.VisionTo be a responsible and respectedorganization that has a broad baseof community support and thatmaximizes supplemental fundingfor public education.<strong>California</strong> <strong>Lottery</strong> 2007–2010 Business Plan – –
Page 3: CommissionersJOHN MASS, of Los Ange
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 26 and 27: ITSD consists of four offices and t
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
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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
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Gaming System ComplexityThe CSL’s
Page 73 and 74:
Fig. 5.19 Budgeted Per Capita Adver
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There is an opportunity to reverse
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Public Relations and OutreachOur fr
Page 80 and 81:
Ticket Dispenser RestrictionsThe re
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IntroductionA careful analysis of o
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Unfortunately, increasing jackpot s
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Key StrategicInitiatives
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Shift the Jackpot ParadigmOur strat
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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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