Client Case Study
Surf Life Saving Lotteries
Surf Life Saving in Queensland has seen a dramatic increase in lottery ticket sales thanks to the successful expansion of its lotteries program coupled with good promotional design. A close 18 month working relationship between marketing and design experts involved researching, testing and developing a suite of electronic and hard copy materials unlike anything on the market. The ‘Support us and win’ rebranding focused on strong imagery, building further on a well-established brand awareness. A move into e-marketing led to the creation of a dedicated, dynamic website allowing tickets to be instantly purchased and also received online. Expansion of the lotteries themselves resulted in new opportunities for ticket sales which have been warmly embraced by supporters.
While retaining aspects of the marketing program which supporters said they liked, the overhaul of the lotteries brand included the creation of the Champions Club. This initiative rewards customers who routinely support the lotteries through automatic credit card payments; and strong membership growth in recent times reflects its success.
The twice-yearly multi-prize Mega lottery was replaced by the new look, rebranded Exclusive Supporters’ lottery. The draw is now three times a year and strictly for existing customers. Sales have increased significantly in a clear sign of support.
Creative talent plus a long association with the client combined to make a high profile brand even stronger. Good design and the clever use of strong imagery to motivate support are credited with the program’s success.
Surf Life Saving in Queensland estimate that ticket sales have increased significantly over two years – and this is despite the global financial crisis and the fierce competitiveness of the charity fundraising sector in Australia.