Karen Reynolds

This Five-Year Business Plan for the Office of the Arkansas Lottery outlines a clear long-term strategy and actionable plans to improve the Lottery's performance and maximize proceeds for Scholarships in a responsible way. The plan is built upon five key pillars: building a universally appealing Brand, delivering clearly defined and exciting Games, providing compelling reasons to play through Marketing, focusing on better Retail access and presentation, and understanding and building engaging Player Relationships. The intended outcome is to achieve responsible and sustainable growth, projecting an increase in sales from $409 million in FY15 to $615 million in FY21, and proceeds to Scholarships from $73 million to $109 million over the same period.