PLEASANTON, Calif. -- Through its pharmacy, Safeway here is promoting health and safety with a community service program for kids called "To Do Kids Crew," which involves various media and printed materials backed by a cast of characters hosted by the retailer's manager of marketing and promotions, pharmacist Linda Bernstein.
The program, created by Bernstein, consists of a Web site, printed in-store materials, contests and PBS television spots. It is being offered through the 1,664-unit chain's Safeway Food & Drug, Vons, Pavilions, Dominick's and Carrs pharmacies, where children can register.
The goal is to build customer loyalty and strengthen customer ties with Safeway pharmacists. "One of our targets is young families with kids," said Bernstein. "Communications are very important to establish, especially with the health professional and the patient. When you've got a child that's not feeling well and you've got something that's fun for them, something that is educational and they can bring home and have a good time with, parents are really appreciative," she added.
Safeway is launching the kids' health program with an in-store calendar and an eight-page magazine featuring comics, contests and "Crew News." The latter lists the television stations and the markets where the PBS spots appear. "Crew News" also lists "To Dos" such as "eating healthy foods and brushing teeth."
The television spots promote the club's message in major PBS markets. The 15-second segments feature live and animated musical messages featuring "Dr. Linda" and the characters, which have names like Chef Doington, who lists "healthy foods to choose from" and helmeted Astro Dude, who tells kids to "wear a helmet when you ride" and "follow the signs." Each character has an animated alter ego on the Web site and in the magazine, which share many identical aspects.
In the calendar, "each page has a dual section," said Bernstein. The upper left side of the calendar is for kids, and the upper right side is for parents.
"Besides just educating kids, we're educating parents, and that's going to be a growing part of this program as well," said Bernstein.
The calendar features major manufacturer logos for pharmaceuticals, nonfood and food and full-page product promotions; each calendar page has three perforated coupons attached at the bottom that discount private-label nonfood and food items expiring on the last day of the following month.
The right side of the calendar page has a message from Bernstein on eating healthy foods and low-fat healthy snacks.
The magazine, calendar and Web site feature a "magic microphone," explained Bernstein, which represents passing word-of-mouth information about the club from one youngster to another.
The last page of the magazine also contains a "My To Do Tracker" form and a "Crew" registration form containing a picture of the microphone and a sign-up sheet telling kids to ask parents before enrolling.
The tracker form ties into a contest where kids keep track of "To Dos," which are healthy, safe, helping others and fun activities. Some examples given on the Web site include starting a recycling program or bringing "goodie bags" to kids in the hospital. Once they fill up their "To Do Tracker" sheet, they earn 100 points and send it in to be entered in the 'To Do Tracker' sweepstakes, with winners drawn monthly. Prizes include a backpack containing $25 worth of items.
The "To Do Kids of the Year Competition," the second of four contests, features a monthly drawing of 10 entries with each winner receiving a "Crew" T-shirt (retail price $20). The 10 names each month are then entered into a year-end drawing, where five names are chosen and winners receive a Sony Playstation ($150).
Two other contests -- "Family Sweepstakes" and "Birthday Sweepstakes" -- are open to everyone. Family prizes include one personal computer ($1,500), two $500 grocery shopping sprees, 10 mountain bikes ($100) and 50 T-shirts. The birthday contest includes a drawing on the last business day of each month and awards 16 winners one of the following prizes: a "Crew" jacket ($50) for one boy and one girl and 14 hats ($10). All birthday contest winners receive a $15 certificate toward a cake.
The Web site, (www.todocrew.com) whose home page features the four-store banner logos, lists many of the club's aspects, including animated characters.
