Virginia Lottery
Explaining why the lottery matters to public education funding
Situation Summary
Situation Summary
Since 1999, all Virginia Lottery profits have been designated to support K–12 public education, generating nearly $3.9 billion for schools across the Commonwealth. Yet only about half of Virginians — including educators — were aware of the Lottery’s role in funding education.
To strengthen awareness and demonstrate tangible impact, the Virginia Lottery partnered with the Virginia PTA and Supply Room Stores to expand its Super Teacher program, which recognizes outstanding teachers and provides valuable classroom resources.
Qorvis was tasked with increasing program nominations despite a significantly reduced budget.
Qorvis Solution
Qorvis Solution
Qorvis designed a cost-efficient, integrated communications campaign focused on direct community engagement and digital amplification.
We launched dedicated social media channels for the Super Teacher initiative and activated alumni networks, parent communities, and education-focused groups to drive nominations. Messaging emphasized both teacher recognition and the Lottery’s broader commitment to supporting public education.
The strategy combined grassroots digital outreach with earned media across local markets to ensure statewide visibility.
Despite operating with less than half the previous year’s budget, the campaign exceeded prior nomination totals.
The Super Teacher program and its award recipients received coverage across news outlets throughout Virginia, strengthening awareness of the Lottery’s support for K–12 education and reinforcing its public mission.