Laya healthcare Super Troopers presentation, Lorraine Walsh

PRESENTED BY:

Lorraine Walsh Head of Marketing, Laya Healthcare

CSR Programme

Today…

Scene Setting & Insights

Strategy

Super Troopers with Laya Healthcare

Campaign Objectives

Campaign Execution

Key Results

Growing concerns around childhood obesity

As an insurer committed to preventative health, we want to

help interrupt this cycle

Our target audience is: 25-44 year old females

Opportunity to bring our promise of ‘looking after you always’

to life


Research told us who the biggest influencers are in a child’s life

Early intervention helps instill long-term positive change in habits

and behaviours


Strategy

Strategy

Strategy

Engage and connect with the biggest influencers in a child’s life

Teachers Family Friends

Strategy

Strategy

Engage in a memorable and FUN way that boosts awareness and

participation

Be the first health insurer to deliver a bespoke health and

wellbeing experience within a nation-wide primary school setting

Maximise buy-in and participation by involving teachers

Strategy

Strategy

Deliver a CSR programme that is committed to long-term change

in attitudes towards healthy eating, well-being and exercise

Ensure the campaign is in-sync with our personality and values

Leverage wider sponsorship assets

Super Troopers with Laya Healthcare Ireland’s 1st ‘health homework’ programme

A unique programme for primary school children developed by teachers for teachers, in collaboration with Real Nation

Built on three pillars – Physical Activity, Nutrition and Wellbeing

Treat physical activity with the same importance as traditional homework

Initially piloted in 330 schools with 60,000 children


Optimised to work within the current educational framework and

curriculum:

Recognises opportunity and void between school and home

Addresses schools’ appetite for a sustainable programme around

physical activity

Measurable – regular feedback from parents and teachers

More than a brand sponsorship - long term CSR commitment


Campaign Objectives

Measureable Impact

Grow the Reach

Publicity

Recognition

Brand Awareness

Campaign Objectives Campaign Objectives

Brand Benefit

Measureable Impact

Grow the Reach

Publicity

Recognition

Campaign Execution

Activity Journal

Simple exercises

Family Wall Chart

Parent Letter

Measurement Surveys

Campaign Execution

Programme Materials

Super Troopers has backing of leading experts, delivering additional credibility and validity among teachers and parents and maximising

launch publicity

Dr. Fiona Chambers Director of Sports Studies and Physical Education, UCC

Brian Smyth Junior Rugby Development Coach

David Coleman Clinical psychologist and parenting expert

Campaign Execution

Expert Ambassadors

David Coleman, Child Psychologist


National launch photo call

Testimonials and case studies of participating schools and families

Expert comment from sports and psychology experts

Campaign Execution

Public Relations – Media Engagement

Campaign Execution

Media Highlights

Super Troopers Media Drop containing campaign assets sent to

key media

Campaign Execution

Public Relations: Media Engagement

Campaign Execution

Internal Communications

Leveraged existing sponsorship assets – Laya healthcare’s City Spectacular

Presence at Dublin and Cork with OTS of 250,000

Generated mainstream awareness

among our target audience

Boost for recruitment

Sponsored presence at the

Irish Primary Principal’s

Network (IPPN) conference

Campaign Execution

Leverage Sponsorships

Comprehensive calendar of content on Facebook and Twitter

Boosted school registrations

Dynamic video content

‘Get In The Game’ Facebook Competition amplified via TodayFM

Campaign Execution

Social Media

Bespoke Super Troopers website launched with tailored content and

support for children, parents and teachers

Campaign Execution

Digital Amplification

Key Results

94% of parents and 88% of teachers agree physical activity homework is a good

idea

84% of parents enjoy taking part in Super Troopers

75% of teachers said the programme encourages a link between home and school

71% of teachers and 70% of parents confirmed an increase

in children’s daily activity levels

66% of teachers reported having fun with their class

doing the activities

Key Results Key Results

confirmed an increase in children’s daily activity levels reported having fun with

their class doing the activities

Meeting Our Objectives – Measurable Impact

64% of children are drinking more water

55% teachers have used the Super Troopers Activity Journal in PE lessons

55% of parents said children are eating more fruit and veg

49% of children now spend more time playing games with their families

25% of teachers observed increased concentration levels

Key Results

are drinking more water have used the Super Troopers Activity Journal in PE lessons

said children are eating more fruit and veg now spend more time playing

games with their families

observed increased concentration levels

Key Results Meeting Our Objectives – Measurable Impact






Key Results Key Results Meeting Our Objectives – Grow The Reach






Key Results Key Results Meeting Our Objectives – Publicity






Key Results Key Results Meeting Our Objectives – Recognition

Thank You

Laya healthcare Super Troopers presentation, Lorraine Walsh

Marketing

Transcript of Laya healthcare Super Troopers presentation, Lorraine Walsh