Sarah Taylor, director of Indiana’s Hoosier Lottery for seven months, has been touring the state promoting the positive impact of the 25-year old program that has generated more than .2 billion for pensions for firefighters, police officers and teachers, and for the Build Indiana Fund.
“As we’ve built our brand, we’ve realized how important that message is to get out,” said Taylor. Formerly she served as Marion County Clerk and as an aide to Indianapolis Mayor Greg Ballard.
The Hoosier Lottery set a record in fiscal 2013, producing about $228 million for state and local governments. For 2014, $248 million is projected. Those impressive numbers are the result of ambitious marketing efforts by GTECH, hired in late 2012 to market the lottery and manage its games. Its successful “Imagine That” campaign urged people to consider how they would spend their winnings. But recently Taylor instructed GTECH officials to cancel a proposed game with a bingo theme that looked too much internet gaming.
Taylor said Governor Mike Pence strongly opposes any types of internet gaming. “Our charge is to maximize the revenues the lottery brings in but we have an obligation to do that in a socially responsible way,” Taylor said. That includes sending fewer direct mail pieces to households earning less than 60 percent of the statewide median, Taylor said. In February, the Indiana Council on Problem Gaming recognized the Hoosier Lottery commission for its efforts.
