The Incredible Adventuresof the Amazing Food Detective

SUB TITLE HERENational Media Relations

March 23, 2007

Launch & Communications Plan

GOAL

To effectively raise awareness of the Incredible Adventures of the Amazing Food Detective with a strategic blend of integrated marketing, advertising, and custom publishing that will efficiently promote our commitment to Healthy Eating Active Living (HEAL), and help motivate change in student behavior.

Program Objectives• Establish Kaiser Permanente as the

leading healthcare organization driving awareness about childhood obesity within our regions

• Reach kids ages 9-10, their teachers and families, in key states by leveraging the Incredible Adventures of the Amazing Food Detective video game

• Provide educational tool that communicates healthy choices and changes behavior among kids to develop healthy eating and exercise habits

Program Strategy Leverage partnership with Scholastic to reach kids with the same or

similar HEAL messages, through multiple channels: A combination of classroom materialsActivities for use at home Amazing Food Detective video game to drive the messaging home

in a lasting and effective manner Focus on children and families in underserved communities in KP

regions Put education of kids in the hands of experienced educators and

parents Leverage an indisputably popular medium to

educate and influence healthy behavior in kids

Program SummaryKaiser Permanente will work in partnership with Scholastic to:

Develop interactive online and print materials targeting underserved students in grades 4-5 within the communities we serve

Develop lesson plans and activities that meets national public school standards and integrate HEAL content into core curriculum

Address issues related to Fitness and Health through lessons focusing on the structure and function of the human body’s digestive system and how it processes healthy and unhealthy foods*

Feature the Incredible Adventures of the Amazing Food Detective as an additional mechanism for engaging students in the topics discussed in the lessons and activities**

Scholastic can seamlessly incorporate the themes, design and features of the game into the curriculum

Program Reach

Scholastic Partnership will provide:

Access to the largest, most accurate education database available

State-by-state counts for targeted distribution to low-income underserved schools

A projected reach of over one million students, teachers and parents throughout all of Kaiser’s regions

Program Timing

Recommended Program Launch

Fall 2007 to coincide with the teacher planning cycle during Back-To-School

Mid to late September

PRINT PACKAGE

Program Components

Print Package :

16-Panel Poster Teaching Guide 64-Page Family Take-Home – 2 pages per student Incredible Adventures of the Amazing Food Detective DVD/CD-Rom

16-Panel Poster Teaching GuidePoster Front:

Creatively integrates the Incredible Adventures of the Amazing Food Detective into the classroom by featuring vibrant, colorful images, characters from the game and the acting troupe

Engages students in the featured classroom lessons

Burst graphics can highlight promotional incentives

Sample Poster Teaching Guide

16-Panel Poster Teaching Guide

Poster Back: Letter to the Educator enlists teachers to educate students

about healthy eating and exercise in a fun and engaging way! Educational activities and reproducible worksheets

designed to foster a positive learning experience Special Icons identify level of difficulty and grade

recommendation for each activity – ensures usage by broader age range and learning ability

Features a National Standards Connections Matrix- a key feature for teacher use of materials in the classroom

DVD/CD-Rom

DVD/CD-ROM (1 per Teacher) will:

Add an interactive element to the classroom inspiring students to eat right and get plenty of fun exercise!

Complement themes from the HEAL related health curriculum to create excitement among kids to go out and do the fun, healthy activities promoted by the Incredible Adventures of the Amazing Food Detective and its cast of characters

Serve as an engaging, educational extension within a controlled environment— the classroom

DVD can include links to additional health and activity resources

Family Take-Home

Sample Family Take-Home

Family Pages Content Ideas: Include collaborative, family activities focusing

on fun, healthy foods and exercise. Provide AFD URL encouraging parents to

monitor time and participate with kids online Offer kid-friendly recipes for families to prepare

together for healthy after school or weekend snacks and meals

Provide 1-877-KIDS-SPY phone number for fun and healthy messages from the Incredible Adventures of the Amazing Food Detective cast of characters!

Include sweepstakes/promotion entry form

2 pages for each family

Family Take-Home

Teacher Pages:

Includes a 4 page detachable Teacher Wrap with activities and suggestions for strengthening the learning connection between home and school

Inside the teacher wrap is a class set of (30) repeating 2 page magazines, one for each child in the class to take home

ONLINE PACKAGE

On-Line Package

Online Package:

500,000 Online Banner Ads for Teachers and Students on scholastic.com

10,000 HTML Emails to select 4-5th grade Teachers

Online Banner Ads

Available Ad Sizes

728x90 Leader board

300x250 Island

160x600Wide Skyscraper

Sample Banner Ad

10,000 HTML Email Blasts

Sample HTML Email

Delivered to targeted 4th & 5th grade teachers

Additional touch point to inform teachers the program is coming to their school and to be on the lookout for it

Include link directly to the AFD Web site

Metrics: Avg. Click Thru Rate: 5% Avg. Open Rate: 20%

COMMUNICATION & PROMOTION

Communications & Public Relations Strategy

We are beginning the process of developing a Communications and Public

Relations plan that will allow for regional customization. Initial ideas include:

Communications Toolkit Member Marketing Collaboration Media Relations Strategy Student Sweepstakes w/ETP tie in Bounceback Response Cards Official AFD badges/stickers Healthy food coupon sponsors CHI Community Collaborative Collaboration

Benefits of Kaiser Permanente Scholastic Partnership

Access to Unique Channel:

Over 100% of K-12 schools, over 90% of classrooms, and virtually every family in America have Scholastic products

Brand Recognition:

Scholastic is recognized by the largest number of parents, kids, teachers and school administrators as a trusted brand for providing quality educational tools, media and entertainment

Proposed Budget Components # of classroom sets/ teachers per

schoolReach Net Pricing

Printed Package:•16 Panel Poster Teaching Guide•64 Page Take Home – 2 pages per student/family•1 DVD for the class•Student Sweepstakes•Shrinkwrapped in a polybag

Online components:Banner AdsHTML Emails

Additional Components:Contest AdministrationBusiness Reply Card qualitative research

10,000 classroom sets/5 teachers per school

500,00010,000 (all teachers in our database for this target area)

5,000 cards

1.05 million teachers, students and parents

N/AN/A

N/A

N/A

$200,000 NET Value - $248,325

IncludedIncluded

IncludedIncluded

ADDITIONAL RESEARCH OPTIONS AVAILABLE

About Quality Education Data, QED:

Since 1981 QED has been focused exclusively on market research and data collection in the education industry. QED’s knowledge of and experience with educators provides our clients an advantage when it comes to research.

QED speaks educator’s language, which enables them to craft research studies that elicit the information our clients really need.

Whether the goal is qualitative or quantitative results, QED can help you understand your program’s impact on the schools, teachers and students you touch.

QED data collection methods include: Online surveys Telephone surveys Printed market surveys Focus Groups

Interregional CB Communications Team FeedbackNorthern California Feedback

I like the Family Take-Home for reach beyond the classroom.

I like that the sample activities includes a physically active obstacle course and other activities

I am not wild about a sweepstakes. The performance is already available to schools for free. We should consider other “prizes”.

I like the overall program outlined for integrating the game into classroom activities and agree with the approach to reinforce messages through multiple activities and media.

Southern California Feedback

I think anything that promotes a healthier more active lifestyle is great for KP and community health.

For Southern California, the collateral would need to be available in Spanish.

The partnership with scholastic is key, they have a great reputation among educators.

We need to be conscious of the fact that we already have a curriculum in place for AFD. We need to make sure we are not duplicating efforts.

Interregional CB Communications Team Colorado Feedback We realize video games are an embedded part of youth culture, so using

technology to combat obesity should be a tool that is utilized. The HEAL health messaging is great, but is it creatively stimulating enough to keep kids engaged and compete with the other video games or entertainment available to children? Have there been focus groups done to get feedback?

We think there is great value in using the Scholastic distribution and marketing channels. We are not a distribution entity and don’t have the mechanisms to manage broad-based marketing and distribution of this video game product.

We think bringing Scholastic in to take on the marketing and distribution makes a lot of sense. We would need to rely on PO for the financial resources to accomplish this program.

Are there customization options for these marketing tools that will ensure people understand this is a KP product?

Nonprofit Game Developers Feedback

I think it’s a great way to teach kids the importance of eating healthy and exercising. The “printables” included within each case provide additional activities and the mini games are a nice element to continue learning. In general the concept is wonderful! Congratulations on a great project and please keep me in the loop as you approach the official launch.

Chrissy Fassen DDB WorldwidCommunications Issues & Advocacy

Re-Mission: video game helps young people destroy cancer

Nonprofit Game Developers Feedback

Whyville would expose it almost instantly to 100s of thousands of kids, so distribution is no problem. Further, we could generate a lot of PR around this, no doubt, bringing in even more kids

Jim Bower, Whyville.com

The production and graphics are top notch. I've not seen a great nutrition game so far. This one is better than most because the art is so good.

Ben SawyerContent

Chair Serious Games

Summit

Sample Curriculum Connections

Roche Program Citibank Program

Effectiveness of ScholasticPrograms Proprietary Research

Scholastic’s InSchool programs perform exceptionally well in the classroom and are rated extremely high by teachers.

Third-party, primary research conducted for in-school programs completed in 1998, 1999, and 2000.

Findings are an average among 10 custom research studies of teachers conducted for Scholastic InSchool programs.

Used/plan to use Scholastic InSchool programs 92%

Rate programs as excellent/very good 84%

Would use the program again 99%

Look forward to next program from Scholastic 99%

Feel Scholastic programs connect to their curriculum 93%

Average time teachers displayed program poster (in weeks) 9

Average pass along rate of program to other teachers 3

Recognize the Scholastic brand as a supplier of in-school programs 97%

Recognize an in-school brand other than Scholastic 24%

Reaches 3x as many parents,

teachers & kids!

Source: Market Strategy Study For PARTNERed Supplemental Educational ProgramsProprietary study conducted by: The Strategy Group, Inc.

Effectiveness of ScholasticPrograms Proprietary Research

Educators agree that Scholastic programs are:

More likely to be opened than other programs 98%

More visually appealing than other programs 93%

More useful than other programs for supplementing curriculum 90%

More quality content than other programs 88%

Better suited to curriculum requirements 85%

Preferred by students over other programs 81%