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Steve’s breakdown: There seems to be a trend of states going through the RFP process more than once for the same account. Back in March we reported Vermont Rolls the Dice on a New Ad Agency Search and now this. The revised RFP can be downloaded here and proposals are due June 4th.
BARRE, VT: The Vermont Lottery is seeking bids from qualified vendors to provide advertising and marketing services.
The Contractor will be expected to provide the following:
A. An account manager responsible for oversight of all jobs, projects, marketing, and advertising efforts administered by the vendor. This manager will be the Lottery’s key contact person and will be required to meet with the Vermont Lottery’s director of marketing and sales at least once a month for at the Vermont Lottery office in Berlin or at an alternative location agreed upon by both.
B. Assistance with the development of an annual Lottery Marketing Plan, including but not limited to, vendor recommendations for radio, television and print advertising levels and public relations efforts.
C. Assistance with short term and long term strategic planning for product development, positioning and reaching sales goals.
D. Development of creative for radio, print and television advertising.
E. Production and placement of print, radio and television lottery advertising.
F. Management of media schedule, media buys, media budget and media billing.
G. Development and implementation of promotions.
H. Communication and negotiation with potential advertising promotional partners.
I. Assistance with sales projections and sales analysis and the impact of advertising
on product sales.
J. Advertising recommendations based on sales analysis and advertising efforts.
K. Development of press releases and winner awareness initiatives, promoting the
Lottery positively, including responsible gaming efforts.
L. Initiate, develop and manage social media marketing strategies. Manage the day-
to-day operations and messaging of The Lottery’s social media channels such as Facebook, Twitter, and YouTube; leveraging these channels to strengthen marketing campaigns; providing detailed analysis, monitoring, tracking and reporting on performance of these channels; researching industry best practices for existing and emerging trends in social media and making recommendations for application to marketing programs.
M. Assistance with Instant Ticket concepts and designs.
N. Planning, coordinating and/or implementation of research projects, including
focus groups.
O. Development and production of lottery indoor and outdoor signage, point-of-sale
pieces, brochures, miscellaneous promotional items, jackpot signage, posters and agent and player communications.
P. Recommendations for building awareness of Powerball and Megabucks jackpot levels, Instant Ticket top prizes and lottery products in general.
Q. Careful and timely review of all vendor invoices prior to sending them to the Lottery, including correct coding.
R. Minutes and status reports of vendor’s related products.
