BuSiNeSS PlAN - California Lottery

Strategic Initiatives DefinedUnderlying each strategic direction are a number of supporting strategicinitiatives. Each initiative is representative of a major project or programthat needs to be accomplished. The initiatives are synergistic with otherinitiatives that are found under different strategic directions. While actionplans are the detailed steps that have to be taken to implement strategicinitiatives, these action plans are beyond the scope of this document.Improve Brand ImageOur strategic focus here is to align products with brand image andmarketing campaigns and improve the CSL’s image. This goes beyondresearching and developing a new logo; it involves taking actions thatsupport the Lottery’s image as a socially responsible and welcomemember of the community. We will accomplish this by adopting acommunications and outreach approach that offers a unified message,proactive communications, localized communications, and incorporateswinner and proceeds awareness.1. Proceeds & Winner AwarenessDevelop and implement a program that regionalizes or personalizeshow Lottery proceeds work to make local communities a better place.Highlight local winners, even those who don’t win major prizes.November 2007...................Program DevelopedJanuary 2008.......................Begin Program Implementation2. Improve Problem Gambling ProgramFurther improve the Problem Gambling Program by continuing to assessfunding opportunities at the community, county and statewide level bysponsoring organizations that raise awareness or provide treatment forgambling addiction.July 2007...............................Begin printing a new helpline numberon Lottery materialsJuly 2008................................Transition helpline to statewide number3. Improve & Fully Leverage The Big Spin ShowUse the high visibility and strong brand equity of The Big Spin Showto reinforce the Lottery’s image.September 2007..................Issue RFP for new TV show creativedevelopment and productionApril 2008.............................Award contractJuly 2008...............................Begin airing new showCalifornia Lottery 2007–2010 Business Plan – 75 –