Virginia Lottery looks for multiple agencies for marcomms, digital support

The Virginia Lottery is looking for marketing, communications, and digital agency partners as it moves away from the single AOR model.

RICHMOND, VA: The Virginia Lottery is looking for marketing, communications, and digital agency partners as it moves away from the single AOR model.

The commonwealth is looking to award multiple contracts to "provide all facets" of support for its marcomms needs. Services include PR, new player marketing, digital services, loyal player marketing, consumer engagement, and social media, according to RFP documents.

The Lottery is planning to use a "best in class," multi-partner model, transitioning away from a more traditional overarching AOR, which would allow it to "have a wide variety of marketing initiatives in motion simultaneously," it said in the documents.

Agencies may apply for more than one category. The Lottery, which said in the documents that it is "known for award-winning public relations campaigns" also operates the We’re Game for Education sub-brand. It wants agencies to have the ability to create annual PR plans for different consumer segments, come up with strategic ideas for marketing campaign support, offer strategic direction for We’re Game for Education, and have the ability to serve as a "Lottery external PR counsel" in a crisis. The state is also looking for internal communications support, social media input, and help for "as needed" efforts like event planning, media pitching, tracking, and writing, among others.

The Virginia Lottery has worked with Big River, a Richmond-based firm, for the past four years, and its contract with the shop will end in September, said Jill Vaughan, director of communications for the Lottery. She added that Big River was "instrumental" in helping the Lottery launch the We’re Game for Education tagline.

The state’s contract with Big River was worth $1.7 million annually, said Vaughan, with the PR account worth an additional $300,000 per year.

A representative from Big River was not immediately available for comment.
 
Proposals are due by May 29.
 
No budget is specified in the RFP. In the 2013 fiscal year, ticket sales hit $1.7 billion, a record for Lottery sales in the state, according to its financial report.

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