Provide general strategic planning, input, and consulting which may include: 3.1.1.2.1 An emphasis on creative alignment, purchasing, trafficking, ad verification, brand safety, Lottery policy compliance, and transparent reporting on analytics, insights, and key performance indicators. 3.1.1.2.2 Consideration and incorporation of first and third-party data strategies; privacy-forward targeting; cross-device and cross-platform measurements; and tools, methods or partnerships for attribution, testing, and brand lift where appropriate. 3.1.1.2.3 Review Lottery-provided briefs and supporting insights/data for clear understanding of Lottery’s campaign direction and provide the following without limitation: 3.1.1.2.3.1 Relevant and up-to-date media contacts. 3.1.1.2.3.2 Definition of key messages. 3.1.1.2.3.3 Media briefs with key business updates, campaign background, timing, budget, audiences, objectives, past performance, campaign mandatories, and other pertinent or important information. 3.1.1.2.3.4 Data-informed insights to strengthen Lottery’s brand messaging. 3.1.1.2.3.5 Market or industry research and insights around trends, challenges, and innovative opportunities. 3.1.1.2.4 Align objectives and strategies that focus on audience, timing, geography, budget, communication goals, and media vehicles. 3.1.1.2.5 Planning development with clear and distinct options based on the delivery of objectives. 3.1.1.2.6 Present recommendations with a clear review of objectives and strategies, options, audience delivery, budget summary, and flowcharts for the selected media. Adapt recommendations based on Lottery feedback and input. 3.1.1.2.7 If requested by Lottery, Contractor shall present recommendations for specific campaigns on how to effectively reach diverse and multi-cultural audiences; and conduct Lottery campaigns in an equitable and sustainable manner. 3.1.1.2.8 Provide market and media trend information, data, insights, and opportunities for efficiency and innovation.
