BuSiNeSS PlAN - California Lottery

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12. Recruit Non-traditional Retailer Trade StylesAssess opportunities for recruiting retailers in non-traditional trade stylesby focusing on growing retail markets and consumer shopping trends.January 2008.......................Assessment completed13. Improve District Office Operations and ServicesDetermine if the Lottery’s nine District Offices are the optimal numberto serve the entire state.August 2007.........................Recommendations completed14. Optimize the Sales ForceReassess all sales force job classifications and staffing levels.December 2007...................Reassessment completed15. Use On-site Marketing TeamsAssemble teams of people to be stationed in retail locations that havelottery self-service ticket dispensers to teach consumers how to usethese devices.September 2007..................Plan developedOctober 2007......................Vendor identifiedDecember 2007...................Teams available to be deployed16. Fully Leverage the Lottery’s WebsiteImplement an infrastructure that allows the Lottery to take advantage ofthis underutilized asset to improve communications and marketing efforts.September 2007..................Web usability study and redesignplan completedDecember 2007...................New infrastructure in placeMarch 2008..........................Website redesign completed17. Implement a Law Enforcement Staff Succession PlanMore adequately prepare law enforcement staff for supervisoryand management level positions in light of a large number ofanticipated retirements.July 2007 ..............................Develop planAugust 2008 ........................Develop new classificationsMarch 2008 .........................Recruit new staff and initiatenew training program– 78 –California Lottery 2007–2010 Business Plan
Contact InformationIf you have questions or comments regardingthe California State Lottery’s 2007-10 Business Plan,please contact:JOAN M. BORUCKIDirectorMAILING ADDRESS600 North 10th StreetSacramento, CA 95811Emailbusinessplan@calottery.comTelephone800-LOTTERY (800-568-8379)The following are registered trademarks of the California State Lottery: “Advance Play ® ”, “Big Spin ® ”, “The Big Spin ® ”,“Bulls-Eye ® ”, “California Lottery ® ”, “Daily Derby ® ”, “Hot Spot ® ”, “Quick Pick ® ”, “Scratchers ® ” and “SuperLOTTO Plus ® ”;“Mega Millions ® ” is a registered trademark of a California State Lottery partner. The trademarks and logos of California StateLottery and its partners represent commercial value and are the property of the California State Lottery or their respectiveowners. Use of any trademark displayed in this document without the prior written permission of the California State Lotteryor the respective owner is prohibited.
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CommissionersJOHN MASS, of Los Ange
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Introduction
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IntroductionIn order to fulfill the
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focus on huge jackpots and more foc
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Figure 1.2 - 2004-05 K-12 Percent o
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1.1% General Operating ExpensesGene
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SupermarketsAlthough supermarkets h
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handles all Spanish language advert
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Fantasy 5Value Proposition: The bet
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1.6 Organizational Structureof the
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ITSD consists of four offices and t
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Integrity,Security,Honesty,and Fair
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The CSL not only employsinternal au
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Since its inception, the CSL has wo
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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 92: www.calottery.com600 North 10th Str
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BuSiNeSS PlAN - California Lottery

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