February 1, 2018 BIE Meeting
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February 1, 2018
BIE Meeting
Weight Watchers – Proprietary and Confidential
Agenda
• 2018 Weight Watchers Update
• New programming- Freestyle™
• Marketing campaign
• 2018 OEBB Marketing Plan
• Calendar
• Q1 plan
• Marketing tactics
2
We continue to optimize our program! In 2016 we launched…
• Our biggest innovation since the launch of
PointsPlus in 2011.
• The Beyond the Scale program, featuring the
SmartPoints® system, based on the latest
science, delivering what our consumers told us
they were looking for, and designed to nudge
members toward an overall healthier pattern of
eating.
Members lost 15% more weight in the first two
months of Beyond the Scale than those who
used our previous program*.
*Comparing Meetings members who weighed in two months after starting the program versus
the same time period in the prior year.
What Members Tell Us…
• More than three-quarters of U.S. meetings members are highly
satisfied with SmartPoints and see it as “easy to live with” and
“enjoyable”.
• 83% of meetings members are Very Satisfied with SmartPoints.
• 79% of meetings members rate SmartPoints high in terms of “ease of
living.”
• 76% of meetings members rate SmartPoints high in terms of “enjoyment
of living.”
4
So, why do we innovate?
Attract New/
Scientific Consumer Re-engage
Advancement Feedback Current &
Lapsed
Members
Weight Watchers – Proprietary and Confidential 5
Member insights we are trying to address
They don’t want to feel they have to portion-control all
of their food. We need to make it simpler.
They don’t want to have to track and count everything
that goes into their mouths. We need fewer restrictions.
They are worried a weight-loss regimen will get in the
way of their social life. We need more flexibility.
6
7
™
What is WW Freestyle ?
Eat what you love!
Everything is still on the menu…
…plus more freedom and
flexibility…
…more foods with a SmartPoints
value of 0…
…and rollovers too!
8
New for 2018….
200+ zero Points foods!
These foods don’t need to be tracked or measured so
members can spend less time planning, tracking, and
counting, and more time enjoying food and their lives.
• Skinless chicken breast
• Skinless turkey breast
• Fish
• Shellfish
• Eggs
• Beans
• Tofu
• Lentils
• Fruit
• Vegetables (including corn and peas)
• Nonfat plain yogurt
9
Clinical Trial Data
In clinical trials and pilots, people who have tried the new program have experienced
clinically significant weight loss, and are raving about this new approach.
They have also experienced other impressive changes in conjunction with weight
loss, including:
• Improvements in stamina and flexibility
• Reductions in food cravings and hunger
• Increases in happiness
• Improvements in weight-related quality of life
10Learnings from recent U.S. Marketing campaigns
Authentic, inspiring success stories have been the consistent
theme to successfully demonstrate the surprising livability
that differentiates WW.
Oprah’s narrative as a real member drew attention and was
credible, allowing for promotions featuring her alone and her
with members to break through and drive action.
Positive messaging drives recruitment. People get inspired
by seeing what’s possible– not a reminder of where they
are now.
Programmatic details don’t inspire hope. Keeping the
messaging on an emotional benefit level gives people
hope that they can succeed, without the “how” that
makes it daunting.
11Authentic stories of joyful success deliver powerful results
Confidence Enjoyment Freedom
“I have what it takes Taking the joy of More flexibility than
to succeed” eating to a whole ever before
new level
122018 OEBB Marketing Calendar
2018 Marketing Calendar
January February March April May June July August September October November December
Leverage the momentum behind New Year’s resolutions and generate
Objective
Drive awareness of WW offer, inform and inspire to generate enrollments:
enrollments Encourage participant completion and engagement in WW, Encourage enrollment of new members for new school
When Spring is in the air, is time to get outside and become more active.
including meeting Milestones year/being healthy for the Holidays
Plus, Summer is around the corner!
Topic
2018 Winter Campaign- Real Life Impact (Freestyle ) Think Spring! Summer's Here! Time for fresh produce and outdoors activities Back to School/Holiday ready
Late April/OEBB: start
promoting "Offering
Summary" to remind
May/OEBB: promoting
On-site
employees of what is
Inspire Events- "Offering Summary" to Awareness push-- how will they spend summer months; Inspire Events- Getting ready for Open
available to them
quarterly remind employees of what is quarterly- 8 Year Anniversary Celebration; Enrollment- Aug/Sept
available to them
Updated Freestyle marketing material (poster
refresh), promote Webinars locally during At work
meetings; Info session/Open House - week 13.
Enrollment
Custom OEBB Direct Mail WeightWatchers- summer WeightWatchers Fall Custom Quarterly
Jumpstart Kits: 1/4/18 - 1/19/18 Success Story promotions
campaign campaign- TBD Campaign- TBD OEBB Webinar
Quarterly
Advertise Info Session/Open House; Success Story advertising- Quarterly newsletter- Success Story advertising-
newsletter- highlight
Flat screen awareness campaign intranet, flat screens highlight success stories intranet, flat screens
success stories
Awareness
* Webinar: Chef
Webinar: The Weight Watchers Ryan: Cutting Time In
Webinar: A
Experience: 1/16/18 at 1:00 PM The Kitchen: 3/8/18
Transformation Story:
EST/10:00 AM PST at 2:00 PM EST/11:00
2/9/18 at 12:00 PM
webinar.weightwatchers.com/s/WW AM PST Custom Quarterly OEBB
EST/9:00 AM PST
Experience2018 webinar.weightwatch Webinar
webinar.weightwatcher
ers.com/s/CTIK2018;
s.com/s/Transformatio
n2018
Oregon School Meet/Greet with site contacts ongoing- promote Meet/Greet with leaders Meet/Greet with
Other
WW Survey sent to members; Meet/Greet with site Employee Wellness quarterly custom Webinars ongoing; promote leaders ongoing;
Benefit Fairs- OEBB
contacts ongoing; Promote Webinars to team leaders at sites Conference: 3/25 & quarterly custom promote quarterly
3/26; Promote Webinars custom Webinars
14Q1 2018- January through March Enrollment: • Jumpstart Kit promotion- 1/2/18 – 1/19/18 • Starter Kit Promotion- 2/5/18 – 2/23/18 • Info sessions/Open House- during week 13 of meeting series • WW Webinar series: 1/16/18, 2/9/18 and 3/8/18 Retention: • Update Freestyle marketing material: by 2/2018. Shipping paid by WW • OEBB BIE Meeting webinar: 2/1/18 • WW Inspire Events: week of 2/5/18 Awareness: • WW survey to current and former OEBB/WW members – 2/2018 • Oregon School Employee Wellness Conference- 3/25 & 3/26 • Meet/greet with on site team leaders- promote webinars- ongoing • Digital awareness campaign- flat screens, quarterly newsletters, intranet site 15
Weight Watchers Webinar Series
These webinars are designed for both current members and non-members.
• The Weight Watchers Experience: 1/16/18 at 11:00 AM MST
webinar.weightwatchers.com/s/WWExperience2018
• A Transformation Story: 2/9/18 at 10:00 AM MST
webinar.weightwatchers.com/s/Transformation2018
• Chef Ryan: Cutting Time In The Kitchen: 3/8/18 at Noon MST
webinar.weightwatchers.com/s/CTIK2018
16Starter Kit Promotion
17Other Marketing tactics:
• OEBB Member Survey will be sent to members by 2/12/18* enrolled
in Weight Watchers or lapsed to understand members’ WW
experience and help identify opportunities to improve the offering
and in general, understand how their members feel about the
program.
• Inspire Events will be held during the regularly scheduled At Work
meetings the week of 2/5/18. Success Story Submission Forms and
Member Invitations can all be found on our online marketing website
* Tentative Date 18New emails, posters, flyers, intranet banners & more
“Why WW” flyer
Join Now Open House
19New Fact Sheets, Tips Sheets, Videos, Recipes and General Marketing Flyers and Emails Weight Watchers – Proprietary and Confidential 20
Questions?
21You can also read
