Problem
The Ohio Lottery made the decision to launch KENO in bars and restaurants across Ohio. Annual gross sales were projected to reach $293 million, but 10 months after the game’s launch, sales had only reached $95 million. Not their lucky numbers. The Ohio Lottery desperately needed to reinvigorate the KENO game both at the retail level and with consumers.

Insight
We interviewed retailers, bar owners, wait staff and other communications stakeholders. What did we find? Confusion. Consumers didn’t understand how and why to play, and neither did the retailers.

Solution
We devised a plan of attack (and smart creative) to engage retailers, educate wait staff and encourage the Lottery’s core consumers to play. We felt the best approach was to build the base of retailers and train staff members before undertaking the consumer drive. Educated retailers would then become advocates for consumer play. We approached KENO with a strategy built around a franchise model. The goals:

• Build brand awareness
• Create marketing tools
• Establish a well-defined operational system
• Initiate ongoing training and support
• Promote sharing of best practices

Tactics were created to support each of these major initiatives and customized for each target audience based on the strategies.

Result
Since the inception of this communications plan, KENO sales have increased 30% year-over-year. The quality (in terms of sales volume) and quantity of retailers has increased as well.