S-000000206 - OAL Advertising and marketing - Q and A.pdf

Question Short Description Question Subject Question Text Response

1 Virtual/In - person Meetings 2.4.B. Are the on-going meetings a combination of in-person and virtual?

See Section 2.4.C. of RFP.

2 OAL Lottery Brand Brand Styleguide

2.15. Is there a Arkansas Lottery brand styleguide that

contains logo assets, color palette, typography, visual language, etc. information?

Yes we currenlty have one. Successful vendor will be tasked with providing recommendations for improvement on brand and/or new ideas.

3 Competition Section 2.2 Competition Who are your competitors in the ?increasingly competitive gaming environment?? (Referencing Section 2.2)

ASL operates as a state-sanctioned monopoly in the lottery sector. ASL competes for retail consumer discretionary spend. Therefore, while ASL competes with many retailers, the most relevant indirect competition is for consumer gaming spend. By extension, all other forms of gaming are closley-related indirect competitors (i.e. legal sports betting, fantasy sports, horse racing and neighboring Casinos).

4 Competition Section 2.2 Competition

Which of these is considered a competitor: Oaklawn Racing

Casino Resort, Hot Springs, Ark. Southland Casino Hotel, West Memphis, Ark. Saracen Casino Resort, Pine Bluff, Ark.

(Referencing Section 2.2)

We are a monopoly, but we compete for consumer discretionary spending across all retail sectors. 'For profit' gamins is clearly indirect competition simply by virtue of the fact that our customer bases are heavily cross-pollinated.

5 Contractor Success Section 2.2 Success How will you evaluate the contractor's success for its contributions to the OAL/ASL's operation? (Referencing

Section 2.2)

Through biennial research tracker, which includes metrics around lottery awareness, player participation, brand link to scholarships, brand health, winner awareness, play motivation, and campaign effectiveness.

6 Goals/Revenue Section 2.2 Objectives &

Goals/Revenue

What is the annual target to "generate revenue from the sales of ? ASL games"? How will that target be measured and at what frequency? (Referencing Section 2.2A)

This target is determined every year during the annual budget planning process.

Successful vendor will be provided that information before the start of each fiscal year.

7 Awareness, Comprehension, Growth Section 2.2 Objectives &

Goals/Awareness, et al

What is the baseline of "awareness, comprehension and engagement"? What is the target growth goal? And on what timeline? (Referencing Section 2.2B)

Through biennial research tracker, which includes metrics around lottery awareness, player participation, brand link to scholarships, brand health, winner awareness, play motivation, and campaign effectiveness. We work within the existing gaming porfolio for growth and timeline.

8 Consumer Loyalty Section 2.2 Objectives &

Goals/Consumer Loyalty

What is the baseline for 'consumer loyalty and trust'? What is the target growth goal? And on what timeline?

(Referencing Section 2.2C)

Through biennial research tracker, which includes metrics around lottery awareness, player participation, brand link to scholarships, brand health, winner awareness, play motivation, and campaign effectiveness. We work within the existing gaming porfolio for growth and timeline.

9 Outreach Section 2.2 Objectives &

Goals/Outreach

What are the existing "outreach" plans and will these be made available during the RFP process? (Referencing

Section 2.2D)

Community outreach and brand partnerships are managed internally by ASL. They are multifaceted and include tactics that aim to give us statewide reach. The succesful vendor will be appriased of requirements for plans upon execution of each plan (i.e. PR, creative development, event planning, etc.).

10 Database - Audience Section 2.2 Objectives &

Goals/Audiences

How many records do you have in your current database of primary and secondary demographic target audiences?

(Referencing Section 2.2D)

That database is managed by another OAL vendor. If you have a plan for working with

OAL and the 3rd party vendor to utlize the database, please feel free to provide it with your submission.

11 CRM use Section 2.2 Objectives &

Goals/Audiences

What CRM do you use to manage those records?

(Referencing Section 2.2D)

That database is managed by another OAL vendor. If you have a plan for working with

OAL and the 3rd party vendor to utlize the database, please feel free to provide it with your submission.

12 Database - Audience Section 2.2 Objectives &

Goals/Audiences

How many records in your current database are identified as "regular" and/or "committed" players? (Referencing

Sections 2.2A and 2.2D)

That database is managed by another OAL vendor. If you have a plan for working with

OAL and the 3rd party vendor to utlize the database, please feel free to provide it with your submission.

Submission of Written Questions

Instructions

This Response Template must be used for submission of written questions. All questions should provide the requested information. Those that do not, may not be answered by the State. The Vendor may add as many lines as needed. The State would strongly prefer the Vendor to ask multi-part questions as individual questions on seperate lines. Instructions: Complete all cells of each question asked in the Table below. Clearly identify the referenced section or text.

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13 Database - Audience Section 2.2 Objectives &

Goals/Audiences

How many records in your current database are identified as "lapsed" players? (Referencing Section 2.2D)

That database is managed by another OAL vendor. If you have a plan for working with

OAL and the 3rd party vendor to utlize the database, please feel free to provide it with your submission.

14 Potential Players Section 2.2 Objectives &

Goals/Audiences

What is your market penetration of potential players?

(Referencing Section 2.2D) 74% of Arkansans have played lottery at some point.

15 Primary Audience Section 2.2 Objectives &

Goals/Audiences

Among "adults aged 18 and over," what is your No. 1 primary audience: those who are current (retain), lapsed

(regain) or potential (gain) audiences? (Referencing Section

2.2D)

New players

16 Current Marketing Plan Section 2.2 Objectives &

Goals/Marketing

What is the OAL's current annual (FY23) marketing plan that includes "comprehensive advertising, marketing and media buy services across all applicable communication channels"? (Reference Section 2.2E)

Please see Attachment A: FY23 ASL Marketing Plan

17 Current Marketing Plan Section 2.2 Objectives &

Goals/Brand

What is the OAL?s current annual plan (FY23) to "develop and/or expand the Arkansas Scholarship Lottery?s business, brand and product portfolio"? (Referencing Section 2.2F)

Please see Attachment B: OAL Business Plan

18 Current Marketing Plan Section 2.3 Minimum

Qualifications

What is the OAL?s current (FY22) "multi-channel" mix

(marketing, advertising, media, social and digital media, and

PR)? (Referencing Section 2.3C)

Digital: 37%; TV: 22%; Outdoor: 14%; Radio 19%; Social: 7%; Contingency: 1%

19 Conflict of Interest Section 2.4 General Services

Requirements/Conflicts

What is considered a "conflict of interest"? Are other gambling and gaming entities (that are not a lottery) considered conflicts? (Referencing Section 2.4F)

There are no conflict of interest with gaming entites in Arkansas, with the expection of any 3rd party currently trading with the ASL.

20 Transition Plan Section 2.9 Media Buying

Services/Google Analytics

What is OAL's Google Universal Analytics transition plan, that will enable continued "performance analytics ? to evaluate digital campaign efficacy in real time"?

(Referencing Sections 2.9H and 2.9I)

Currently controlled interally by ASL. Vendor will be given access to analytics to track effectiveness. Any successful bidders will have access to website analytical data from the ASL domain and asosciated web pages and services.

21 Current KPI tracking Section 2.9 Media Buying

Services/Dashboard

On what platform is OAL's current "dashboard for key performance indicator (KPI) tracking, accessible 24/7" built?

(Referencing Section 2.9H)

Google Looker Studio

22 Current CMS Section 2.10 Website Design

& Hosting/CMS

On what CMS(es) is/are ASL's current website(s) built?

(Referencing Section 2.10A) Drupal

23 Current URLs Section 2.10 Website Design

& Hosting/URLs

What are the URLs of the OAL and/or ASL website(s) that will need to be hosted by the selected Contractor?

(Referencing Section 2.10A) https://www.myarkansaslottery.com/

24 MAP Definition Section 3.1 Selection Process How is "most advantageous ? to the State" defined for the purposes of this RFP process? (Referencing Section 3.1G)

In the context of Section 3.1.G, "unless the highest-ranking Prospective Contractor's response is determined to not be the most advantageous proposal" this is if OSP, the end user (OAL) and the highest ranking contractor cannot reach an agreed upon contract during the Discussions phase.

25 Incumbent Contractor Official Price Sheet Table 1

Prior to the Submission Deadline of Feb. 17, 2023, will the

OAL be willing to provide historical (past five years) records of the incumbent's cost(s) per hour and actual hours per year? (Referencing Official Price Sheet, Table 1)

No.

26 Incumbent Contractor Official Price Sheet Table 2

Prior to the Submission Deadline of Feb. 17, 2023, will the

OAL be willing to provide historical (past five years) records of the incumbent's commission(s) for Media Placement?

(Referencing Official Price Sheet, Table 2)

No.

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27 Reasonable cost metric Bidder Conference

What data and/or formula informs the "reasonable cost" metric by which a response to this RFP that is too high a bid

(in cost) or too low a bid could be disqualified? (Referencing the Bidders Conference)

Please see RFP Section 3.4. This would only be considered if a vendor had a large variant above or below the average calculated from all of the cost proposals. That vendor would then be asked for clarification to justify the variant.

28 Reasonable cost metric Bidder Conference

What data and/or formula informs the "reasonable cost" metric by which a response to this RFP that is too high a bid

(in cost) or too low a bid could be disqualified? (Referencing the Bidders Conference)

Please see RFP Section 3.4. This would only be considered if a vendor had a large variant above or below the average calculated from all of the cost proposals. That vendor would then be asked for clarification to justify the variant.

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