COLORADOLOTTERY COM DIGITAL SERVICES HOSTING

 / DIGITAL SERVICES & HOSTING

REQUEST FOR PROPOSALS October 14, 2019

TABLE OF CONTENTS

BACKGROUND

Cactus / Colorado Lottery / Digital Agency........................................................................Pg 4 Current Website Functional Description ..............................................................................Pg 5 Player Demographics................................................................................................................Pg 9 Content Management System................................................................................................Pg 10 Email Management...................................................................................................................Pg 10 Loyalty Program Management..............................................................................................Pg 10 Security.......................................................................................................................................Pg 11 Technical Specifications..........................................................................................................Pg 11

DELIVERABLES 1. Migration and Transition of Account.................................................................................Pg 13 2. Maintenance process and cost ..........................................................................................Pg 13 3. Hosting....................................................................................................................................Pg 16 4. Scoping Additional Projects................................................................................................Pg 17 5. Future Technology................................................................................................................Pg 17 6. Value Added...........................................................................................................................Pg 18

RESPONSE GUIDELINES

Key Deadlines.............................................................................................................................Pg 19 Proposal Submission.................................................................................................................Pg 19 Contract........................................................................................................................................Pg 19

RESPONSE REQUIREMENTS Deliverables.................................................................................................................................Pg 21 Additional Questions. ................................................................................................................Pg 21 Company Background / Key Clients.......................................................................................Pg 21 Organizational Structure & Essential Personnel..................................................................Pg 22

Additional Mandates ..................................................................................................................Pg 22 Compensation ..............................................................................................................................Pg 22

ADDENDUMS A. Colorado Lottery Player Motivational Study ...................................................................Pg 23 B. Tracking Study ? Player Demographics ..........................................................................Pg 79 C. Technical Specification Document.....................................................................................Pg 83 D. Web File Configurations .....................................................................................................Pg 127 E. Mobile App Scanner Response...........................................................................................Pg 158 F. Information Architecture.....................................................................................................Pg 161 G. Example Scope of Work.......................................................................................................Pg 165 H. Sample Maintenance Hours Breakout ..............................................................................Pg 169 I. Digital Producer Job Description .......................................................................................Pg 173 J. Alpha & Beta Releases..........................................................................................................Pg 177 K. Glossary....................................................................................................................................Pg 180 L. Insurance Requirements......................................................................................................Pg 183

BACKGROUND

CACTUS / COLORADO LOTTERY / DIGITAL AGENCY

Cactus Communications As the advertising agency of record for the Colorado Lottery, Cactus Communications provides digital strategy and interactive design services to the Lottery. Cactus also provides day-to-day marketing and advertising support for the Lottery's traditional advertising channels.

Colorado Lottery The Colorado Lottery offers Coloradans the opportunity to play various games for the chance to win big. Profits from Colorado Lottery games ? Powerball, Mega Millions, Colorado Lotto+, Lucky for Life, Cash 5, Pick 3 and Scratch - stay in Colorado to improve the quality of life in the state. The Lottery has returned more than $3.4 billion to the state, since it was established. Through Great Outdoors Colorado, the Conservation Trust Fund and Colorado State Parks, the Lottery has provided funding for new trails, precious open space and wildlife protection.

Digital Agency The selected digital agency will have daily contact with Cactus and the Colorado Lottery's Interactive Communications Manager. Among other things, the digital agency will handle all web and mobile development tasks, site maintenance tasks, provide information architecture, email management, and lead weekly status meetings in which all three parties will review open projects, discuss upcoming initiatives and plan upcoming promotional periods. A partner with strong account management skills, a foundational understanding of security requirements that come along with a client such as the Lottery, and the ability to appreciate the creativity of the brand will flourish in this relationship. The Lottery desires the selected digital agency to be located in Colorado.

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CURRENT WEBSITE ? FUNCTIONAL DESCRIPTION is a highly trafficked website, with about 500,000 visitors per month, of which over half are unique visits. The average visit duration is approximately two minutes and the top ten most popular pages are:

1) Home 2) Colorado Lotto+ Landing Page 3) Powerball Landing Page 4) Mega Millions Landing Page 5) Cash 5 Landing Page 6) Lucky for Life Landing Page 7) Games Landing Page 8) Pick 3 Landing Page 9) Powerball Past Winning Numbers 10) Colorado Lotto+ Past Winning Numbers

Key areas of the website are summarized below, as well as functions necessary for its effective management.

Games The site provides up-to-date information on jackpot amounts and winning numbers for the Lottery's drawing games and detailed information about Scratch games. It also offers free digital games in its Free Play Zone.

Bonus Draws & Contests Players can enter Bonus Draws for select games. Specific non-winning Scratch tickets are eligible for entry into a second-chance Bonus Draw. To enter a second-chance Scratch Bonus Draw, the user can sign into the website as a MyLottery member or proceed as a guest. The Scratch ticket number entered is validated upon entry and confirmation is provided to the participant. A player can also use the Colorado Lottery's mobile app. When they are signed into their MyLottery account (the Lottery's membership program), and they scan the barcode beneath the scratch-off coating of the eligible Scratch ticket, they will be automatically entered into the Scratch Bonus Draw. We conduct anywhere from 10 to 15 Scratch second-

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