|Gov. Rick Scott’s second-term management team continues to take shape with December appointments and reappointments “Under Secretary O’Connell’s leadership, the Florida Lottery brought in record sales resulting in an all-time record transfer to Florida’s Education Enhancement Trust Fund,” said Scott. “She is committed to continuing to maximizing funding for education.” O’Connell was appointed Lottery Secretary in 2011 and is a former advertising manager for First Florida Bank Inc. The Lake City native leads a lottery staff of about 400 and a network of more than 13,000 licensed retailers of lottery games|
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The tipping point has arrived. Regulatory changes, universal consumer adoption of digital communication technologies, and the adoption of multi-channel retailing by lottery operators are transforming the face of the industry. The convergence of social media, internet promotional strategies, and traditional advertising channels is opening up entirely new vistas for Lottery to connect with its customers.
Government Lotteries and their commercial partners have become the market leaders. Instead of responding to change as it occurs in the market-place, Team Lottery is leading the charge with innovative approaches to brand extensions, integrating multi-media strategies for new customer-acquisition and core customer relationship management, aligning game development and marketing strategies with real-world player profiles instead of old-school demographic segmentation, and converting ‘big data’ into better products delivered at the right time, in the right place, to the right consumer. All the pieces are in place for Team Lottery to consolidate its position as the most progressive, exciting, and trusted operator in the games-of-chance industry.
Public Gaming Magazine January/February 2014