Specifications include, but are not limited to: This Request for Proposal (RFP) is issued by the TSS Office of State Procurement (TSS OSP) for the Arkansas Department of Finance & Administration – Office of Arkansas Lottery (OAL) to obtain pricing and a contract or contracts for comprehensive creative marketing, advertising and media buying services. These services, used in collaboration with the OAL’s administrative and marketing teams, shall develop and implement impactful and innovative communication in assisting the OAL in achieving its mission. Threats to the ASL’s future business growth include an increasingly competitive gaming environment in Arkansas and its neighboring states, as well as potential future legislative changes that may affect the operation of the OAL. It is the OAL’s intention to work with the Prospective Contractor to achieve the following objectives: A. To generate revenue from the sales of current and future ASL games by recruiting new players, increasing the frequency of less committed players, and protecting the play of regular players. B. To expand awareness, comprehension, and engagement of existing and future ASL games and products, and the OAL’s mission among consumers and stakeholders. C. To expand customer loyalty and trust in the ASL program. D. To continue outreach to the OAL’s primary demographic target audience (all adults aged 18 and over) and its secondary demographic target audiences to include: 1. OAL and DFA staff 2. Arkansas Legislators 3. The Arkansas Lottery Legislative Oversight Committee 4. Former, current, and future scholarship recipients and their families 5. ADHE as well as Arkansas colleges and universities 6. Current, lapsed, and potential lottery retailers 7. Current, lapsed, and potential lottery players 8. Non-players
