Our Work

Virginia Lottery Case Study

General Assembly Communications

Challenge

The 2020 General Assembly brought to the forefront numerous decisions—iLottery, casinos, and “skill gaming machines” also known as gray machines—that would have a profound impact on the Virginia Lottery’s mission of supporting public education in the commonwealth. The Virginia Lottery wanted to use a paid media campaign to showcase the tremendous level of support that they have been able to provide to public schools while the legislators were in session.

Solution

Learning from the success of the 2019 General Assembly, we created a strategy to reach legislators and influencers during this important General Assembly session. We conducted target audience research and determined that elected officials are heavy print readers.

We then partnered with Richmond Times-Dispatch and the Public Affairs Community Relations team at the Lottery to handpick critical dates during which legislators were voting on key issues. On each of these dates a full-page insert was included in the newspaper and a copy of the edition was placed on every legislator’s desk.

We also ran numerous print ads, political newsletter placements, and digital ads with Richmond Times-Dispatch. To extend reach and reinforce our message in a cost-efficient way, we also placed ads in local newspapers in select locations throughout Virginia. As a final tactic, we geofenced the General Assembly and Virginia state Capitol with digital ads to reach our target audience on their mobile devices.

Result

We believe we helped to contribute to the General Assembly passing multiple laws that allow the Virginia Lottery to increase its contribution to public education through iLottery as well as regulations related to future casinos. This is the power of partnership.

LET'S DO SOMETHING GREAT TOGETHER

NDP is a creative and media agency headquartered in Richmond, Virginia, with team members across the country. The agency is proud to partner with clients like the Virginia Lottery, DMV, The Virginia State Police, Universal Fibers, VCU Health and The Jefferson Hotel, along with many others to bring their brands to life.

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