Welcome Guest
Log In | Register )
You last visited December 10, 2016, 11:02 pm
All times shown are
Eastern Time (GMT-5:00)

Florida Lottery to update branding, Web site

Florida LotteryFlorida Lottery: Florida Lottery to update branding, Web site

TALLAHASSEE, Fla. — The Florida Lottery is not aging gracefully.

Voters enthusiastically approved state-run gambling 25 years ago, but the Lottery is struggling to keep up with today's demands.

Sales are lagging. Its approach to online media is sluggish. And other forms of gambling, such as Indian-run casinos and Internet cafes, are luring customers away from lucky numbers and scratch-offs.

State officials are well aware of the shortcomings.

Gov. Rick Scott's choice to lead the agency is a branding expert with big plans to yank the Lottery from its mid-life crisis and drive up sales.

"We're going to look at everything we do and see how we can give it a brand refresh," said Cynthia O'Connell, widow of University of Florida President Stephen C. O'Connell and a former UF trustee.

Not even the iconic but vintage 1980s flamingo logo will escape scrutiny.

Starting this fall, the agency will launch several projects to refresh the interest of loyal customers and reach the 18 and older demographic.

Ticket sales for the fiscal year ending June 30 inched over $4 billion for the first time in four years. Still, sales are down by 4 percent since 2007-08.

If O'Connell's plan works, that will mean more money for Bright Futures scholarships and K-12 classrooms — public education initiatives the Lottery is mandated to "enhance" from gambling sales.

"Our player base is ... they're not getting any younger," she said. "We want to make sure that we have a strong and vibrant player base."

The Lottery has contributed $22 billion to public education since its inception. Contributions from the latest fiscal year totaled just over $1 billion, strong but millions of dollars behind prerecession years.

O'Connell oversaw Lottery research and promotions during its early years, from 1987 to 1991. She launched several games that are still around, including Florida Lotto, Fantasy 5, Play 4, Cash 3 and scratch-offs.

One of her priorities is a redesign of Flalottery.com.

The site attracts 3.3 million visitors a month but looks outdated (unless you really like neon). Work on a redesigned site should begin in late August after a vendor is selected.

The desired result? A page that's easier for users to navigate and staffers to update.

The Lottery will move on to uncharted territory: the realm of social media.

There's no official Lottery Facebook or Twitter account. One user started a Lottery page "to update the Facebook community with the Winning Numbers." There are several more like it.

"It's fair to say that we're behind the times on social media, but that will be changed," said David Bishop, deputy secretary for brand management, a new Lottery role. "We'll be on Twitter, we'll be on Facebook, we'll be on emerging social platforms that allow us to not only reach our customers but our future customers."

That includes a cellphone application, too, he said.

Other plans include a VIP loyalty club to reward frequent players. The agency will tap its list of voluntary users who receive updates via email or text message and send them previews of new games and promotions.

Borrowing ideas from the country's 43 other lotteries is part of the reboot plan. The loyalty club, for example, started in Arkansas.

Not that other states don't borrow from Florida. The lottery ranked in the top tier of national sales this year, trailing only New York and Massachusetts.

But change is necessary, said Jeff Anderson, Idaho Lottery executive director and president of the North American Association of State and Provincial Lotteries.

"We are a consumer product," Anderson said, "and you don't see McDonald's doing the same advertising campaign with the same tag line and themes as they were 10 years ago."

Miami Herald

We'd love to see your comments here!  Register for a FREE membership — it takes just a few moments — and you'll be able to post comments here and on any of our forums. If you're already a member, you can Log In to post a comment.

21 comments. Last comment 5 years ago by myturn.
Page 1 of 2
dpoly1's avatar - driver
PA
United States
Member #66141
October 16, 2008
1672 Posts
Offline
Posted: August 1, 2011, 7:31 am - IP Logged

Sounds like a sound business plan to me!

    Avatar
    New Member
    East Coast Sand
    United States
    Member #114387
    July 30, 2011
    21 Posts
    Offline
    Posted: August 1, 2011, 9:43 am - IP Logged

    If governments spent as much time figuring out our debt load, or unemployment, or the problem with 'hand-out' programs as they do with lottery 'issues'... we would be debt free as a country, everyone would have gainful employment, there would be no welfare or food-stamps, a chicken would jump itself into every pot and there would never be grass greener ANYWHERE.

      Todd's avatar - Cylon 2.gif
      Chief Bottle Washer
      New Jersey
      United States
      Member #1
      May 31, 2000
      23277 Posts
      Online
      Posted: August 1, 2011, 9:51 am - IP Logged

      If governments spent as much time figuring out our debt load, or unemployment, or the problem with 'hand-out' programs as they do with lottery 'issues'... we would be debt free as a country, everyone would have gainful employment, there would be no welfare or food-stamps, a chicken would jump itself into every pot and there would never be grass greener ANYWHERE.

      I don't agree at all.  The government doesn't spend much time with lottery issues.  The lottery does.  The government doesn't really care about what happens inside the lottery unless profits stop going up.

       

      Check the State Lottery Report Card
      What grade did your lottery earn?

       

      Sign the Petition for True Lottery Drawings
      Help eliminate computerized drawings!

        erik83's avatar - Lottery-005.jpg
        Punta Gorda, Florida
        United States
        Member #109194
        April 7, 2011
        183 Posts
        Offline
        Posted: August 1, 2011, 10:21 am - IP Logged

        They should do the same thing like they do at www.ialottery.com allowing gamers to go to the Scratch-Off section of the game and let you the experience the game by scracthing off an sample of the ticket with various ways to win such as finding the symbols, all numbers and different scenarios with the different prize amounts!

        PLENTY O' $500 WINNERS-----2 $1,000.00 WINNERS (Billion Dollar Blockbuster) FEBUAURY-12-2011 AND MAY-1-2011!

          Avatar
          New Member
          boise,Id
          United States
          Member #103059
          December 30, 2010
          18 Posts
          Offline
          Posted: August 1, 2011, 11:53 am - IP Logged

          Sales are lagging.? Why? Indian-run casinos and Internet cafes, are luring customers away from lucky numbers and scratch-offs. Why? This is what I belive is the Lottery's problem,they dont get it,people love gambling. I can put five bucks into the lottery and get zipe back, burn me once or two times i will learn that I dont win in the lottery that much,so I fill the odds are better at a casino. hey Lottery when u start giving more cash back or better odds u will see the money come back.

            Avatar
            Miami, Florida
            United States
            Member #111795
            June 2, 2011
            581 Posts
            Offline
            Posted: August 1, 2011, 11:56 am - IP Logged

            They should do the same thing like they do at www.ialottery.com allowing gamers to go to the Scratch-Off section of the game and let you the experience the game by scracthing off an sample of the ticket with various ways to win such as finding the symbols, all numbers and different scenarios with the different prize amounts!

            You can already do that.   You go to the scratch off section and scratch a sample scratch-off on the Florida Lottery's website, at least with Billion Dollar Blockbuster. The only thing that happens is you scratch off a grand prize winning ticket.....I don't see how that helps anything at all.

            What they need to do is lower the ODDS on the games!!  For instance, I'm tired of spending $20 on a scratch-off only to have a One in Ten chance of having a FIVE DOLLAR profit. Give me a break.

            Gold Rush is the original $20 game and gives you the best chance at winning $500 bucks. Even at those odds, how often do we really hit for Five Hundred?

            Billion Dollar Blockbuster gives you a ONE IN FIVE HUNDRED AND FORTY FIVE chance...... that's insane!!!!

             

            I have come to realize that I have a scratch-off problem---because when you look at it rationally, you realize that all we're doing is making the Florida Lottery BILLIONS AND BILLIONS of dollars.

             

            They want to give something to the loyal players??? GIVE US BETTER ODDS!!!!

              Avatar

              Canada
              Member #113798
              July 17, 2011
              67 Posts
              Offline
              Posted: August 1, 2011, 12:06 pm - IP Logged

              If governments spent as much time figuring out our debt load, or unemployment, or the problem with 'hand-out' programs as they do with lottery 'issues'... we would be debt free as a country, everyone would have gainful employment, there would be no welfare or food-stamps, a chicken would jump itself into every pot and there would never be grass greener ANYWHERE.

              Nice dream. However, the govt. is run by people who are elected by people who have no clue about economics, the national debt, national or international issues. Most voters are ignorant and know more about Dancing With the Stars and reality shows than about what really matters.

              Most people who vote, shouldn't. They're just too dumb. They can't think for themselves and look to the government to do everything for them.

              Like I said, nice dream.

                lotterybraker's avatar - pyramid
                mississippi
                United States
                Member #34478
                March 3, 2006
                5903 Posts
                Offline
                Posted: August 1, 2011, 2:57 pm - IP Logged

                Have any of you ever considered why...a POLITICIAN will spend anywhere from 30-60 MILLION DOLLARS of their own money to run for a Congessional seat..SENATOR or Congressman or Congresswoman..for a job that only pays few hundred thousand a year...

                 

                THESE ARE THE SAME retards that has our country in the crapper right now..and dont think for a second...that they are not going to get THEIR MONEY BACK one way or another!!!!!!

                 

                OUR COUNTRY is no longer ran by the federal gov.  It is controlled by Big Buisness and Financial Institutions and you can throw the POWER industry in there as well..those 3 groups have all the control over the United States..and they can use EMPLOYMENT and anarchy to get what ever they want anytime they want...do you know why the UNITED STATES will not FORCE THE PUBLIC to switch its automobiles to natural gas...well..check the price on natural gas and a barrel of oil...and then figure the AMOUNT OF TAX MONEY THE GOVERMENT would get from gasoline compared to tax money from NATURAL GAS and you will see why we dont switch...

                And all you hear is this...the UNITED STATES HAS MORE NATURAL GAS THAN SAUDI ARABIA HAS OIL..so why dont we switch...the answer was previously given in the above paragraph...

                So..now the future will be electric cars..and if you think that is a bunch of Dog Do...then I would say..you are kin to all of those people from the 1940's that said Jet engines never would amount to anything!!!!1

                 

                NEVER TRUST A POLITICIAN..as soon as he opens his mouth ..99% of what comes out is a lie..the 1% being I am hungry or thirsty..hahahaha

                "Attention all Mathematicians: Check your degree at the door because when it comes to whole numbers you are the Amateur"

                  Boney526's avatar - NjlpLogo
                  New Jersey
                  United States
                  Member #99032
                  October 18, 2010
                  1439 Posts
                  Offline
                  Posted: August 1, 2011, 5:47 pm - IP Logged

                  Have any of you ever considered why...a POLITICIAN will spend anywhere from 30-60 MILLION DOLLARS of their own money to run for a Congessional seat..SENATOR or Congressman or Congresswoman..for a job that only pays few hundred thousand a year...

                   

                  THESE ARE THE SAME retards that has our country in the crapper right now..and dont think for a second...that they are not going to get THEIR MONEY BACK one way or another!!!!!!

                   

                  OUR COUNTRY is no longer ran by the federal gov.  It is controlled by Big Buisness and Financial Institutions and you can throw the POWER industry in there as well..those 3 groups have all the control over the United States..and they can use EMPLOYMENT and anarchy to get what ever they want anytime they want...do you know why the UNITED STATES will not FORCE THE PUBLIC to switch its automobiles to natural gas...well..check the price on natural gas and a barrel of oil...and then figure the AMOUNT OF TAX MONEY THE GOVERMENT would get from gasoline compared to tax money from NATURAL GAS and you will see why we dont switch...

                  And all you hear is this...the UNITED STATES HAS MORE NATURAL GAS THAN SAUDI ARABIA HAS OIL..so why dont we switch...the answer was previously given in the above paragraph...

                  So..now the future will be electric cars..and if you think that is a bunch of Dog Do...then I would say..you are kin to all of those people from the 1940's that said Jet engines never would amount to anything!!!!1

                   

                  NEVER TRUST A POLITICIAN..as soon as he opens his mouth ..99% of what comes out is a lie..the 1% being I am hungry or thirsty..hahahaha

                  Wow lotterybraker, IDK where to start.

                   

                  "do you know why the UNITED STATES will not FORCE THE PUBLIC to switch its automobiles to natural gas..."

                   

                  We're a free country, a free market.  The US Federal Government isn't supposed to force us to buy anything, even though they try from time to time (Health Care)

                   

                  " NEVER TRUST A POLITICIAN..as soon as he opens his mouth ..99% of what comes out is a lie..the 1% being I am hungry or thirsty..hahahaha"

                   

                  Also not true.  I don't even want to start to de-bunk that.  Do politicians, lie, stretch the truth, etc.?  Yes.  But not all of them 99 percent of the time, or anything nearly close to that.

                   

                  Oh, most politicians don't use their own money to get elected, although some do.  Jon Corzine's an example, but most don't use their own money, they use campign contributions.  Some are lots of small donations, some are by big companies.  Either way, it's not their own personal money, and if you honestly think most Politicians have enough money to spend 30-60 million out of pocket on campaigns I suggest you stop calling them retards, because you're making yourself look it.

                    James1's avatar - 5599078405 12a562a9e7_t.jpg
                    Florida
                    United States
                    Member #104435
                    January 14, 2011
                    2244 Posts
                    Offline
                    Posted: August 1, 2011, 6:25 pm - IP Logged

                    Greedy FLA lottery looking for even more money whats new LOL

                    Maybe if they treated players better and awarded more decent prizes more people would play. offer more cash 2nd chance drawings instead of bs prizes for one

                    funny how they say sales are down, yet there are so many people playing by me i often have to wait 5 minutes to use the machine ......

                    they should be sending me some coupons due to how much i play. im their key demographic. a lottery high roller so to say. im sure i wont have any trouble being accepted into the VIP club so at least thats something to look forward to .....

                    2014 Highest Winner: $500

                      Jon D's avatar - calotterylogo
                      Los Angeles, California
                      United States
                      Member #103813
                      January 5, 2011
                      1530 Posts
                      Offline
                      Posted: August 1, 2011, 9:53 pm - IP Logged

                      Greedy FLA lottery looking for even more money whats new LOL

                      Maybe if they treated players better and awarded more decent prizes more people would play. offer more cash 2nd chance drawings instead of bs prizes for one

                      funny how they say sales are down, yet there are so many people playing by me i often have to wait 5 minutes to use the machine ......

                      they should be sending me some coupons due to how much i play. im their key demographic. a lottery high roller so to say. im sure i wont have any trouble being accepted into the VIP club so at least thats something to look forward to .....

                      Maybe they should do something like casino Player/Slots Club Cards.

                      Sure, you have to give up some privacy, as they can use the cards to track all your playing, but then your benefit is the perks and rewards.

                      In CA, we had this Lottery Gift Card program, and you could recharge them for continued use. They just cancelled it today!

                      Too bad, they could have maybe utilized this as a VIP Player Card program with rewards. And the plus for them is all the juicy player statistics they love to help them be more crafty with the lottery offerings. Oh well...

                        Avatar

                        United States
                        Member #111186
                        May 20, 2011
                        344 Posts
                        Offline
                        Posted: August 1, 2011, 10:47 pm - IP Logged

                        Not even the iconic but vintage 1980s flamingo logo will escape scrutiny.

                        Thats 2 bad about the flamingo. Flamingos are cute! Keep em...

                          dpoly1's avatar - driver
                          PA
                          United States
                          Member #66141
                          October 16, 2008
                          1672 Posts
                          Offline
                          Posted: August 2, 2011, 8:39 am - IP Logged

                          Ohhhhhhhhhh Lord, not the Flamingos!

                          Sun Smiley

                            dallascowboyfan's avatar - tiana the-princess-and-the-frog.jpg
                            Oklahoma
                            United States
                            Member #82391
                            November 12, 2009
                            6290 Posts
                            Offline
                            Posted: August 2, 2011, 1:37 pm - IP Logged

                            Ohhhhhhhhhh Lord, not the Flamingos!

                            Sun Smiley

                            LOL....