MARKETING
AGENDA
The Vendor Meet and Greet will be held at the Hilton Omaha, Grand Central Ballroom, 2nd Floor. All other PDS sessions will be held at the CHI Health Convention Center at 455 North 10th St, Omaha, NE 68102
Monday, July 22
Noon - 3:45pm
Mega Millions Standard & Guidance Committee Meeting (CLOSED MEETING by Invite Only)
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2:00pm - 7:00pm
Registration Open
3:00pm – 5:30pm
MUSL Security Meeting (CLOSED MEETING by Invite Only)
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​5:30pm – 8:30pm
Vendor Meet & Greet
Hilton Omaha, Grand Central Ballroom, 2nd Floor
Tuesday, July 23
9:00am – 9:15am
Conference Kickoff
Brian Rockey, Director, Nebraska Lottery
9:15am – 10:15am
General Session Keynote
Todd Simon, Chairman and Chief Steak Evangelist, Omaha Steaks
10:15am – 10:30am
Networking Break
10:45am – 11:15am
Engagement Evolution: How the North Carolina Education Lottery Mastered iLottery Transition
Mike Pollard, Digital Account Manager, Pollard Banknote
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Player engagement activities are pivotal in preparing for a successful transition to iLottery. But how can you prepare for the future so this can be done successfully? This presentation focuses on the North Carolina Education Lottery’s journey, showcasing how they harnessed digital innovation to transition their retail player base seamlessly to their iLottery platform. Through targeted 1:1 marketing and personalized engagement strategies, they leveraged their database of retail players to ensure a smooth and intentional transition. This presentation highlights the importance of understanding player behavior and preferences, bridging the gap between retail and digital experiences. Attendees will gain insights into effective strategies for engaging players and driving adoption of iLottery platforms, paving the way for a successful eInstant launch.
Combined session with Sales
11:15am – Noon
More Bang for Your Buck: Adding the 5th P
Ron Williams, Account Director, Alchemy3
Jessica Coker, Marketing Manager, Alchemy3
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Corporate marketing in today’s world presents businesses with a unique and often unfamiliar landscape. The tried-and-true pillars, the “Four P’s of Marketing” (Product, Positioning, Pricing, and Promotion) are still valid and important to successful lottery marketing strategies. But a fifth “P” has evolved to become an essential player, and it is rapidly become one of the lottery industry’s most important marketing tools. The addition of this fifth “P” influences virtually all aspects of marketing in today’s space. But to maximize its effectiveness and enhance a lottery’s overall marketing efforts, it has established its own set of criteria that should be met. We’ll be exploring four important touch points that should be addressed to ensure success across the board: Developing an Image, Attracting a Target Audience; Driving Referral Traffic; and Enhancing One’s Online Presence. This presentation will explore examples for all four pillars and their place within a larger marketing strategy. We will discuss how this important “Fifth P” adds significant value to lotteries as they plan and execute their programs.
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Noon – 1:30pm
LUNCH
Lunch sponsored by Allwyn and Aristocrat Interactive
1:45pm – 2:45pm
General Session – Lotteries in the Gaming Space
Helene Keeley, Director, Delaware Lottery
Matt Strawn, Chief Executive Officer, Iowa Lottery
Laurie Holman, Committee Counsel, Nebraska General Affairs Committee
Michael J. Pollock, Senior Policy Advisor, Spectrum Gaming Group, Executive Director, National Council of Legislators From Gaming States
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2:45pm – 3:00pm
Networking Break
3:15pm – 3:45pm
Fast Play Phenomenon: Behavioral Motivations and the Drive for Instant Gratification
Kristen Pare, Regional Marketing Director, INTRALOT
Combined session with Sales
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4:00pm – 4:30pm
Winning Plays: Key Digital Marketing Strategies to Fuel Your Marketing Funnel
Zoe Uhl, Marketing Manager, Kentucky Lottery
Samantha Gafford, Business Intelligence Analyst, IGT
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As lottery player outreach and engagement becomes increasingly more digital, this session will take attendees through an enlightening journey through the dynamic world of digital marketing. Explore the latest trends in today’s landscape, and dive into the challenges that lotteries face as we seek to maximize each phase of the marketing funnel. From acquisition to retention, we will walk you through practical examples that demonstrate how lotteries can leverage these new trends to overcome obstacles and optimize marketing key performance indicators. Whether selling iLottery or early on the digital journey, this session will provide attendees with tested strategies and actionable tactics that can be applied to your own digital marketing efforts. This co-presentation by the Kentucky Lottery, one of the fastest growing iLottery states in the U.S., and IGT’s Digital Marketing team is sure to leave you well equipped to optimize your marketing funnel.
Combined session with Sales
4:45pm – 5:15pm
Powers Awards and Ott Brown Scholarship Presentation
Celebrate industry excellence with the annual Powers Awards and Ott Brown Scholarship!
The prestigious annual NASPL Powers Awards are presented in recognition of the significant contributions lottery and vendor employees have made through exceptional job performance. NASPL also awards one lottery professional the Ott Brown Scholarship each year, enabling the recipient to participate in the NASPL Lottery Leadership Institute at no cost.
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5:15pm – 6:15pm
Women In Lottery Leadership (WILL)
Rebecca Paul, President & CEO, Tennessee Education Lottery
Terri Rose, DED, Brand Management and Communications, North Carolina Education Lottery
Wednesday, July 24
9:00am – 10:15am
General Session Keynote – Leadership & Overcoming Obstacles for Pioneering Innovation
Jeff Koterba, Speaker, Author, and Creativity Coach
10:15am – 10:30am
Networking Break
10:45am – 11:15am
Signs of a U.S. Lottery Sales Rebound? Sighs of Relief or Shrieks of Despair?!
Stavros Papadopoulos, Senior Marketing Specialist, IGT
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This presentation investigates whether there are any signs of a sustained rebound in the U.S. lottery product sales slump that emerged among many key products in early 2023, with two analytical approaches to provide some insight. First, a macroeconomic analytical approach is utilized to identify relevant macroeconomic indicators that might signal a U.S. lottery sales rebound; second, a retailer-focused analytical approach is utilized to identify relevant retailer trends. Finally, the presentation will conclude with relevant findings and guidance on utilizing macroeconomic indicators and retailer trends for future work.
Combined session with Sales
11:30am – Noon
The Power of Powerball in 2024
Simon Jaworski, Founder & Chief Executive Officer, Lotto Research
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In 2024, MUSL commissioned Lotto Research to conduct the most expansive Powerball research study ever conducted in the United States. With more than 43,000 completed interviews, the research examines the literal “power” of the Powerball brand, and its place among some of the most recognized brands in America. Take a deep dive into the brand values Powerball currently embodies, where it needs to improve, which brands Powerball should partner with moving forwards, and the words and phrases most connected with the leading lottery brand in America.
Combined session with Product Management, Research and Sales
Noon – 1:30pm
LUNCH
1:45pm – 2:15pm
NASCAR Powerball Playoff
Anna Domoto, Director of Communications, Multi-State Lottery Association
Barb Niccum, Senior Project Coordinator, Multi-State Lottery Association
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The NASCAR Powerball Playoff is back for its second installment in 2024 with 25 participating lotteries. Join Anna and Barb as they highlight the national and local marketing efforts underway to support the promotion and amplify the Powerball brand. They’ll also share some takeaways from last year’s finale in Phoenix, and what lotteries can expect heading into the Playoff drawings in August.
2:30pm – 3:00pm
Maximizing Your Impact: Effective Social Media Strategies for Marketing and PR
Dave Klemencic, Chief Operating Officer, Smith Kroeger
Jilll Marshall, Marketing Manager, Nebraska Lottery
Ewa Swope, Press Secretary, Pennsylvania Lottery
Jennifer Mullen, Director of Communications and Customer Relations, Virginia Lottery
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In this dynamic session, we'll delve into the intricacies of leveraging social media to amplify your marketing and public relations efforts. Our expert panel will explore various topics including:
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Establishing the right cadence for posting on social media platforms
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Crafting a compelling and consistent style that resonates with your audience
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Identifying what works and what doesn't
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Finding the balance of what type of content performs best on what platform
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Utilizing agencies for social media management
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Exploring innovative approaches and new strategies in social media marketing
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Distinguishing between using social media as a PR tool versus a marketing tool
Combined session with Public Relations
3:00pm – 3:15pm
Networking Break
3:30pm – 4:00pm
Leveraging AI for Lottery Innovation: Uncovering Opportunities and Enhancing Concepts
Scott Morasch, Senior Vice President, Ipsos
Rohit Nair, Vice President, Ipsos
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The lottery industry faces the ongoing challenge of attracting and engaging players while adapting to evolving consumer preferences. Artificial Intelligence (AI) offers powerful tools to address these challenges by providing data-driven insights and facilitating innovative concept development. This presentation will explore how AI can be effectively utilized in lottery innovation, focusing on addressing unmet player needs and enhancing the concept development process. Key areas of discussion will include:
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Evolving Player Preferences – Utilizing AI to analyze player data and market trends to understand changing preferences and identify opportunities for innovation.
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Identifying Unmet Needs – Exploring how AI can reveal hidden patterns and previously unrecognized needs within player segments, providing valuable insights for concept development.
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AI-Driven Concept Generation – Examining the role of AI in brainstorming and developing creative lottery concepts that align with identified needs and market trends.
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Concept Optimization and Refinement – Understanding how AI can assist in refining concept wording, prize structures, and marketing messages to maximize player appeal and market potential.
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Predictive Market Analysis – Leveraging AI models to assess the viability of new lottery concepts and predict their potential success, enabling data-driven decision-making.
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The presentation will showcase real-world examples of how AI has been successfully applied in innovation, leading to the development of engaging and successful products. Attendees will gain practical insights into leveraging AI effectively for concept development and driving innovation within the lottery industry.
Combined session with Research and Sales
4:15pm – 4:45pm
Maximizing Winner Awareness With a Digital Game Show
Rheanna Olson, Vice President, Business Development, Atlas Experiences
Jazzmina Redondo, Marketing Manager, Atlas Experiences
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In today's competitive landscape, integrating a winner awareness strategy into your experiential activations offers a cost-effective means to achieve multiple objectives vital to lotteries. By giving a voice to winners and their stories, you not only attract new players but also foster loyalty among existing ones while reinforcing the brand's identity. We’ll explore how lotteries can maximize player engagement with the addition of a digital game show to their product lineup or refresh of an existing game show theme. We will explore game show executions from lotteries across North America and arm attendees with exciting ways to incorporate a digital game show in their lottery line up and amplify winning moments as part of a winner awareness strategy.
Combined session with Sales
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5:30pm – 7:30pm
NASPL Networking Reception
The Durham Museum
Thursday, July 25
9:00am – 9:15am
Closing Remarks From Our Host
Brian Rockey, Director, Nebraska Lottery
9:15am – 10:15am
General Session Keynote – Integrity Aligns Destiny
Willie Miller, BSN, RN
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10:15am – 10:30am
Networking Break
10:30am – 11:15am
General Session – Identifying and Mitigating Points of Failure: Building a Business Resiliency Program
Cathleen Atchison, Business Continuity Program Manager, Oregon Lottery
11:30am – Noon
Accelerating Sales and Retailer Onboarding Through Digital Transformation
Kelly Green, Chief Strategy Officer, Patterson Pope
Join us for an insightful session on how digital transformation can significantly accelerate sales and streamline retailer onboarding processes. This session will delve into the technology and strategies included in the P2 Lottery Automation System, focusing on practical applications and real-world solutions. Attendees will learn how to leverage automation, data analytics, and digital tools to enhance efficiency, improve retailer experiences, and drive sales growth.
Key topics include:
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Integrating digital tools for seamless retailer onboarding
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Utilizing data analytics to identify and target high-potential retailers
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Automating sales processes to reduce manual effort and increase productivity
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Case studies showcasing successful implementations and outcomes
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This session is designed to provide valuable education on the benefits and implementation of digital transformation within the lottery industry, offering potential solutions that can be tailored to various organizational needs. Don’t miss this opportunity to learn how to harness technology to transform your sales and retailer onboarding processes effectively.
Combined session with Research and Sales
Noon – 1:30pm
LUNCH
1:45pm – 3:00pm
NFL Sports Integrity Program
Sabrina Perel, Vice President, Chief Compliance Officer, National Football League
Combined session with IT, Legal and Security
3:00pm – 3:30pm
Final Networking Break
The connections made at PDS lead to new ideas, friendships and business successes. Spend this dedicated time mingling, establishing new professional relationships, and strengthening existing ones. Share a beverage, exchange contact information and connect with others before departing.