Client Campaigns:
Ohio Lottery
Employer: AfterMath, Advertising Agency
Industry: Entertainment- Gambling B2c Audience
Client Overview
AfterMath is one of several marketing agencies for the Ohio Lottery. As a B2C client in the entertainment/gambling industry, I worked within rigorous brand guidelines and adhered to the brands voice and tone. For example, we could not make any content appealing to anyone under the age of 18 or use language that would encourage gambling addictions like promising players they would win if they played.
Campaigns My Agency Handled:
Lottery Scratch-Off Ticket Campaigns
KENO Promo and Social Media Campaigns
Additional Social Media Campaigns
Click the square buttons on this page to see PDF samples of writing work.
Campaign #1: Lottery Scratch Off Ticket Samples
Campaign Overview: Agency was tasked with creating broadcast TV spots for all new Scratch-Offs. After brainstorming with the whole creative team, our client would approve one concept out of many, then we would begin scripting. Once scripts were approved, shooting would begin shortly after. Our creative directors were also the commercial directors and would have on-location shoots in Ohio with local production teams. We would create additional campaign assets using concept art and similar messaging from the TV spot if applicable.
Assets Created: TV commercial spot concepting and scripting with creative team, radio script copy, Salesforce eBlast copy, social video script copy on Facebook, Instagram and Youtube in addition to paid and organic social posts on Meta platforms. Other media assets were created in addition to the ones listed above without my direct involvement.
Scratch-Off Social Posts (10 examples)
Campaign #2: KENO Promotions and Social Media Samples
Campaign Overview: In addition to promoting the game of KENO on social media, our agency was responsible for coming up with promotional titles/names based on the game’s offer and creating fun designs that would be used in a variety of promotional assets.
Assets Created: Campaign landing page copy as needed, radio script copy, Salesforce eBlast copy, social video script copy on Facebook, Instagram and Youtube in addition to paid and organic social posts on Meta platforms. This is in addition to assets I had less involvement in producing but helped shape.
Sports (Football/Basketball) Event Themed Promos
KENO Superfest (2022, 2023, 2024)
KENO Clutch 3 (2022, 2023)
KENO Fast Break (2024)
KENO Play of the Day (2022, 2023, 2024)
Spring Themed Promo
KENO Dust Off Your Wings (2022)
KENO Spring Spectacular (2023, 2024)
Summer/Independence Day Themed Promos
KENO Summer Sizzle (2022)
KENO Longest Day of Fun (2023)
KENO Golden Chance (2024)
KENO Fundependence (2023, 2024)
Halloween Themed Promo
KENO Extra Lives (2022, 2023, 2024)
Thanksgiving Themed Promos
KENO Extra Helpings (2022, 2023)
KENO 2X BOOSTER Blowout (2024)
Winter Themed Promos
KENO Light Up the Fun (2022)
KENO Winter Funderland (2022,2023)
KENO Winter Warm-Up (Feb. 2023)
KENO Win-ter Treat (2024)
Created Promotional Calendar Assets for KENO promotions by fiscal year
KENO Promo Social Examples:
(2 Posts Above, 16 Posts in Gallery)
Samples: General KENO Campaigns
Online Links:
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Facebook Posts by Hashtag: #FunYourWay
Youtube Videos:
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Facebook Posts by Hashtag: #LettheFunFly
Youtube Videos:
Supplementary campaign: “KENO Character Multiverse” that included more characters that play KENO outside of just the Ken O. character.
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Facebook Posts by Hashtag: #KenOPlaysKENO
Youtube Video: Ken. O the Social Butterfly
KENO Promos With My Involvement:
Bolded Samples Available Through Buttons
Campaign #3: Additional Social Media Samples: Content Creation and Management
Campaign Overview: Every month, I was responsible for creating organic copy for social media posts to accompany my graphic designer’s imagery. These would be posted on Meta Platforms and based on monthly budgets, we decided how much to post and when especially for timely events/promotions.
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Facebook Posts by Hashtag: #TheFunisRightHere
Youtube Video: All Your Favorite Games are Right Here
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Facebook Posts by Hashtag: #WholeLottoWinning
Youtube Videos are all showcasing individual winners and their stories.
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Facebook Posts by Hashtag: #ExpressFun
Youtube Videos:
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Youtube Video: 5 Things To Know About the Winstation
Assets Created: A total of potentially 4 different social campaigns could be happening month-to-month. These campaigns include any social promotions for the Scratch-Offs, KENO promos and general KENO game reminders, Self-Serve Kiosk promotions/reminders and the Winner’s campaign. If the budget allowed, certain campaigns I would create additional assets like a radio script, Salesforce eBlasts, and more assets I had less involvement in producing but helped shape.
Online Links:
Social Media Examples
Gallery #1: (Above)
Self-Serve Campaign Social Posts (11)
Gallery #2: (Below)
Winner’s Campaign Social Posts (5)
