North Dakota Lottery

Analytics + Branding + Creative + Digital Marketing + Media + Pubic Relations + Social Media + Strategy + Research + Websites

Key Takeaways

Overview

The North Dakota Lottery has a big job: administer, regulate, enforce and promote the state’s lottery while also encouraging responsible play. Their goals center on building brand awareness, bringing in new players and keeping current players engaged. We’ve been partners since 2013, helping them do exactly that through rebrands, creative campaigns, market research and a whole lot of collaboration.

Challenge

ND Lottery’s objectives shift throughout the year, but the core challenge stays the same: increase ticket sales during key promotional windows and keep the brand visible and relevant the rest of the year. Add in the need for ongoing creative evolution plus a series of rebrands and research efforts, and you’ve got a dynamic, always-on partnership.

Strategy & Approach

We start with the audience. Who’s playing? Why? What motivates them? Biennial research gives us a clear picture, and everything builds from there.

With that foundation, we create media strategies that meet people where they are on their TVs, radios, phones, social feeds and at retailer checkouts. The media mix shifts campaign to campaign, but staples include broadcast TV, local radio, digital billboards, point-of-sale materials, online display, online video, streaming video and both paid and organic social.

Messaging focuses on what matters most to players: the promos they don’t want to miss and the convenience of playing in-store or through the mobile app. Creative stays consistent across channels, so no matter where someone encounters the brand, it feels familiar.

Execution

Every year, we develop and launch 8-10 unique promotional campaigns. Each has its own media strategy, creative assets and rollout, but all stay firmly rooted in ND Lottery’s brand. We also keep point-of-sale materials fresh at retailers statewide to maintain that on-the-ground presence.

Results

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Year-over-year increase in web traffic from social

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Year-over-year increase in web traffic from digital media

Summary

By pairing research with strategy and keeping the creative consistent and engaging, the North Dakota Lottery continues to see stronger awareness and real increases in ticket sales. It’s a long-standing partnership built on data, collaboration and a shared goal of connecting with players in ways that actually matter.