The vendor is required to provide comprehensive advertising, media, and digital marketing services to support brand awareness and drive the sale of game tickets across the Lottery’s portfolio, including traditional lottery, iLottery, and new gaming categories and products as they are introduced. Services must adhere to the Lottery's advertising guidelines and objectives, focusing on promoting lottery games, incentives, and increasing trial participation to boost sales and support the General Fund.

Responsibilities include the development and updating of annual and campaign-specific Media Plans tailored to the marketing budget, negotiating and purchasing advertising opportunities, and verifying actual media placement for all Lottery products. Media Plans should identify targeted audiences, types of media for purchase, scheduling, analysis of market demographics, media coverage strategies, and a clear methodology for determining campaign effectiveness. The Contractor is expected to maintain ongoing media plan flowcharts that document media type, markets, impressions, creative rotation, scheduling mix, costs, and reach/frequency projections.

Additionally, the Contractor will handle all aspects of instruction, negotiation, purchase, and delivery of materials required for media placement, ensuring all placements comply with contractual agreements. Digital marketing services are also required, including planning, creating, procuring, deploying, monitoring, and measuring digital media campaigns as assigned. The initial contract period is one year.