Marketing approach – recruiting supporters

Digital- Social Media

   - Like all registered good causes on our lottery social
media account pages
 - Feature good cause case studies
 - Create sharable graphics
 - Regular posts on the council social media pages
 - Sharing content and stories from the lottery website


Digital- Council/Your website

- Page on website detailing why the lottery has been
started and how the central fund money will be
spent
- Lottery terms and conditions for good causes with
link to register
- Tile on the front page of the website as tickets go
on sale


Digital- External e-newsletters


- Inclusion in all public facings newsletters e.g. news
feature or banner


Digital- Video

- Creating video content to showcase good causes and
lottery impact to share online
- Produce a video to help explain how the lottery works
and how to join in

 

Digital- What's App Groups/Communities

- Create a community for others to join and promote this in newsletters/emails - everywhere you can!

- Share how players/causes sign up

- Share good news stories such as wins and where the funds have been used 


Paid Digital- Targeted Facebook Advertising, Digital screens


 Targeted advertising to both key audience groups;
o Prize motivated
o Charity motivated
 E.g. in local post offices, transport screens


Paid Advertising- Targeted

 - Advertising in key publications e.g. Hyper local
magazines
 - Posters on local buses


PR External channels


 Target Media Releases including:
o Regional and local news outlets – newspapers
and online
o Hyper local magazines, parish and village
newsletters, town/village websites
o Lifestyle magazines, print and online
o Broadcast – local radio
o Affiliated channels – charity newsletters,
community organisations, business
organisations


PR -Internal comms

 - News feature on the intranet
 - Stand in council/your office to promote to staff
 - Internal competitions e.g. guess the number of tickets
for first draw
 - Nominate your local good cause feature

 

Materials- Internal and external

 - Leaflets and posters on site and at council owned
sites e.g. Park and Ride
 - Pull up banners for recruitment events
-  Branded t-shirts (staff when promoting)
 - Branded photo frames to take on promotional
events for content
 - FAQ’s
 - Email templates for further information


Events- Library / community hub tour


 - Stands at local libraries or community hubs to speak
to the public/good causes to answer questions and
help register
 - Promote the event across all channels, including as
an event on Facebook