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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 Re...
Scene Setting & Insights
Growing concerns around childhood obesity
As an insurer committed to preventative health, we want to
help interrupt this c...
Research told us who the biggest influencers are in a child’s life
Early intervention helps instill long-term positive cha...
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...
Strategy
Strategy
Deliver a CSR programme that is committed to long-term change
in attitudes towards healthy eating, well-...
Super Troopers
with Laya Healthcare
Super Troopers
with Laya HealthcareIreland’s 1st ‘health homework’ programme
A unique programme for primary school children developed by
teachers for teachers, in collaboration with Real Nation
Built...
Optimised to work within the current educational framework and
curriculum:
Recognises opportunity and void between school ...
Campaign Objectives
Measureable
Impact
Grow the
Reach
Publicity
Recognition
Brand
Awareness
Campaign ObjectivesCampaign Objectives
Brand
Benef...
Campaign Execution
Activity Journal
Simple exercises
Family Wall Chart
Parent Letter
Measurement Surveys
Campaign Execution
Programme Materia...
Super Troopers has backing of leading experts, delivering additional
credibility and validity among teachers and parents a...
David Coleman, Child Psychologist
Super Troopers with Laya Healthcare
National launch photo call
Testimonials and case studies of participating schools and families
Expert comment from sports ...
Campaign Execution
Media Highlights
Super Troopers Media Drop containing campaign assets sent to
key media
Campaign Execution
Public Relations: Media Engageme...
Campaign Execution
Internal Communications
Leveraged existing sponsorship assets – Laya healthcare’s City Spectacular
Presence at Dublin and Cork with OTS of 250,000...
Comprehensive calendar of content on Facebook and Twitter
Boosted school registrations
Dynamic video content
‘Get In The G...
Bespoke Super Troopers website launched with tailored content and
support for children, parents and teachers
Campaign Exec...
Key Results
94% of parents and 88% of teachers agree physical activity homework is a good
idea
84% of parents enjoy taking part in Sup...
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of pa...
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of pa...
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of pa...
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of pa...
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of pa...
Thank You
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Laya healthcare Super Troopers presentation, Lorraine Walsh

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Lorraine Walsh, Head of Marketing, Laya Healthcare CSR Presentaion on the Super Trooper, Laya Helathcare's programme.

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Laya healthcare Super Troopers presentation, Lorraine Walsh

  1. 1. PRESENTED BY: Lorraine Walsh Head of Marketing, Laya Healthcare CSR Programme
  2. 2. Today… Scene Setting & Insights Strategy Super Troopers with Laya Healthcare Campaign Objectives Campaign Execution Key Results
  3. 3. Scene Setting & Insights
  4. 4. 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 Scene Setting & Insights
  5. 5. 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 Scene Setting & Insights
  6. 6. Strategy
  7. 7. Strategy Strategy Engage and connect with the biggest influencers in a child’s life Teachers Family Friends
  8. 8. 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
  9. 9. 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
  10. 10. Super Troopers with Laya Healthcare
  11. 11. Super Troopers with Laya HealthcareIreland’s 1st ‘health homework’ programme
  12. 12. 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 Super Troopers with Laya Healthcare
  13. 13. 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 Super Troopers with Laya Healthcare
  14. 14. Campaign Objectives
  15. 15. Measureable Impact Grow the Reach Publicity Recognition Brand Awareness Campaign ObjectivesCampaign Objectives Brand Benefit Measureable Impact Grow the Reach Publicity Recognition
  16. 16. Campaign Execution
  17. 17. Activity Journal Simple exercises Family Wall Chart Parent Letter Measurement Surveys Campaign Execution Programme Materials
  18. 18. 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
  19. 19. David Coleman, Child Psychologist Super Troopers with Laya Healthcare
  20. 20. 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
  21. 21. Campaign Execution Media Highlights
  22. 22. Super Troopers Media Drop containing campaign assets sent to key media Campaign Execution Public Relations: Media Engagement
  23. 23. Campaign Execution Internal Communications
  24. 24. 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
  25. 25. 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
  26. 26. Bespoke Super Troopers website launched with tailored content and support for children, parents and teachers Campaign Execution Digital Amplification
  27. 27. Key Results
  28. 28. 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 ResultsKey Results confirmed an increase in children’s daily activity levelsreported having fun with their class doing the activities Meeting Our Objectives – Measurable Impact
  29. 29. 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
  30. 30. 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 ResultsKey Results Meeting Our Objectives – Grow The Reach
  31. 31. 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 ResultsKey Results Meeting Our Objectives – Publicity
  32. 32. 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 ResultsKey Results Meeting Our Objectives – Recognition
  33. 33. 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 ResultsKey Results Meeting Our Objectives – Recognition
  34. 34. Thank You

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