Improving the lives of young people right across Scotland
In 2016, I was delighted to be asked to support in the launch of The Scottish Children's Lottery.
Redface are proud to support the Scottish Children's Lottery which has been established to work with key projects relating to the health and welfare of children across Scotland, with a particular focus on alleviating child poverty.
The Challenge, to build a lottery product to drive £1 million pounds to support disadvantaged children across Scotland.
In 2021, the opportunity arose for me to buy-into The Scottish Children's Lottery. The lottery was losing money due to excessive spend on TV advertising and external suppliers. For this reason, our first objective was to drive cost down whilst retaining subscriptions.
Actions taken
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Reduce third party dependancy. The lottery site was built and hosted by a third party. I purchased a secondary URL and then set about rebuilding the site. Once completed, I hosted the new site and added the redirects.
End result; a more streamlined, faster and more responsive site., owned by MBC ELM. Costs driven down from £30,000 per month to a £200 hosting fee.
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Renegotiate TV ad spend. Post negotiations, TV spend almost halved with more than double the TV exposure. The reduced our CPA from circa £150 to below £30.
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Develop social & email marketing strategy. Using cost savings from TV ad spend, develop and implement a social media yearly plan.
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Create and launch a new brand. I created the brand ‘The Scotto’. Once the brand was created, I then set about building the site’s front and back-end.
Our responsibility is not just for the generation of digital advertising media for The Scottish Children's Lottery but also for print production including interior digital wallpaper, promotional flyers, promotional stands and much, much more.
Working with the marketing team at The Scottish Children's Lottery is a privilege. It has given us a valuable insight into the values of The Scottish Children's Lottery and the great work they do to support the vulnerable children of Scotland.
An integral and invaluable part of our marketing team.
Managing Director Scottish Children’s Lottery