Case Study: Michigan Lottery
Listen.
The Michigan Lottery is about fun and games. But for SMZ, it’s more than that. It’s about a nearly 30-year relationship built on commitment and effectiveness. We take the time understand all stakeholders — retailers, players, non-players, and educators since their classrooms are the end beneficiary. As a state-run entity, the Lottery’s business contract isn’t a gimme. Every 5 years, we must re-earn the business.
Think.
Big jackpot games, daily games, online games, instant games, etc. — each Lottery product has a different audience, tone, and brand identity. To stay on top, we stay ahead. It’s our job to build the right creative and media plan, deliver a steady stream of business-building ideas and be ready to respond to new challenges in, well, an instant.
Do.
For decades, we’ve crafted breakthrough creative, built effective media plans, and managed the Michigan Lottery’s many brands. We’ve launched dozens of new games. And we’ve adapted to a changing world that now includes online play and billion-dollar jackpots We anticipate, initiate, adapt, and always look ahead while providing fun for players and maximizing the Lottery’s value for our state.
Results:
We have served as the Michigan Lottery’s agency of record since 1996, expanding a business that touches many — players, retailers, and most important, Michigan schoolchildren. With strategic marketing planning and execution, the Lottery achieves nearly $5 BILLION in annual sales. As a result, the Lottery has contributed over $1 BILLION to Michigan public schools each of the past 6 years – and more than $29 BILLION in total since its inception in 1972.