The South Carolina Education Lottery (SCEL) was established by the State of South Carolina in 2001 as a Public Commission and instrumentality of the State with the enactment of Act 59 of 2001 (the “Lottery Act”). Operating as an Enterprise Entity, the Lottery receives no appropriated funds from the State. It operates the State’s lottery business in a socially responsible manner and transfers profits to the State to support education. The Lottery currently offers a traditional product mix of instant ticket games (“scratch-offs”) and terminal generated draw games (“numbers”) and sells them through an extensive statewide retailer network through cash-only purchases. SCEL advertises the two (2) national jackpot games (Mega Millions® and Powerball®); four (4) daily state draw games (Cash Pop, Pick 3, Pick 4, and Palmetto Cash 5); and numerous scratch-offs ($1, $2, $3, $5, $10, and $20 price points). The Lottery also promotes Beneficiary and Responsible Gambling messages through paid advertising and public service announcements. SCEL maintains two separate advertising contracts: 1) Media Placement Services and 2) Production Services. The purpose of this RFP is for SCEL to obtain media placement related services from a qualified vendor capable of aligning media placement strategies with stated goals from the Lottery’s Marketing Team. The Contractor will work in collaboration with the Lottery’s Marketing Team to develop and implement impactful strategies that maintain existing lottery players at their current purchasing levels while increasing play among those who rarely purchase lottery products, have never purchased lottery products, or have lapsed from the purchase of lottery products within the past year. The Contractor must be able to place media to assist SCEL in achieving the goal of broadening its player base in order to maximize transfers to the Education Lottery Account. SCEL seeks to increase the alignment of its creative and media placement strategies to meet ongoing and evolving expectations of customers. Throughout the course of the Contract, the Contractor will adhere to advertising guidelines established by the Lottery Commission (see Appendix D). SCEL will not purchase media where the identified market is skewed toward individuals younger than eighteen years of age as it relates to the “targeting” of advertising to disadvantaged populations pursuant to Section 59-150-60(A)(8) and (18) of the Education Lottery Act (Act) in the South Carolina Code of Laws (Annotated). SCEL and its employees are subject to the South Carolina Code of Laws and Regulations and all procurement contracts must be compliant with South Carolina Consolidated Procurement Code.
