Rite Aid Marketing Campaign Focuses on Workplaces to Stop the Flu
September 24 2015 - 10:26AM
Business Wire
Multi-Channel Efforts Aimed at HR Directors
Complement Consumer Campaign
Rite Aid’s new marketing campaign to stop the flu goes right to
the heart of where most people actually get sick – at work. The
campaign, created by Rite Aid’s long-time agency MARC USA, is built
around the insight that it’s important to protect yourself from the
flu because others around you don’t and that Rite Aid gives you
more tools to protect yourself with flu shots in store and at the
workplace.
In 15 and 30 second TV spots now airing, we watch as a sneezing,
wheezing colleague blows out his birthday candles at an office
celebration. Co-workers cringe as he tries to pass out pieces of
cake. Even the lady in the “I love cake” t-shirt runs in fear as a
super reminds us that 63% of co-workers don’t get a flu shot
(according to a 2014 CDC study*).
The message is echoed in radio, print, digital and in-store
assets with calls to action like: “Get your flu shot – 65% say they
would fly with the flu” and “Get your flu shot – 33% don’t wash
their hands after sneezing.” Worse yet, at least one in four will
come to work sick. So, the only way to be protected is to get a flu
shot.
It’s a message that resonates strongly with those in the
workplace charged with protecting employee health and wellness as
well as productivity. Rite Aid SVP of Marketing John Learish
reports that the number of the flu shots Rite Aid administered last
year at onsite workplace clinics grew significantly. “We believe
there’s great opportunity to continue to grow this service, and
we’re making it easier than ever for employee benefits managers and
HR staff to set up clinics and get the word out to their
employees.”
Rite Aid hopes its increased marketing efforts on behalf of
onsite workplace immunization clinics have a lasting effect.
Learish continues, “Our goal is for the relationship between the
patient and Rite Aid immunizing pharmacist begun at the workplace
flu clinic to be carried through to the store for additional
immunizations and other pharmacy needs. It’s a great way to help
make Rite Aid their retail health care destination.”
The B2B program includes multi-channel outreach to employee
benefits managers. The human touch is added though personal contact
by Rite Aid pharmacists and Wellness Ambassadors to neighboring
workplaces.
The consumer message is designed to reach busy working moms and
active baby boomers with a media strategy including a mix of
morning news, network and national cable, local spot, radio,
in-store and digital including an extensive email program.
Bryan Hadlock, MARC USA Chief Creative Officer, explains the
overall campaign concept. “We focused on the fact that you are
really taking charge of your own wellness by protecting yourself
from all the other people who don’t get flu shots. We used the
office environment because it would resonate with so many people
quickly and was equally compelling to both consumers and workplace
decision makers.”
Rite Aid Corporation (NYSE: RAD) is one of the nation's leading
drugstore chains with nearly 4,600 stores in 31 states and the
District of Columbia and fiscal 2015 annual revenues of $26.5
billion. Information about Rite Aid, including corporate background
and press releases, is available through the company's website
at www.riteaid.com.
*
http://www.cdc.gov/flu/fluvaxview/coverage-1314estimates.htm#age-group-adults
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