The overall theme and key message of this solution was: The RITE
Path! Here Rite Aid could play on recruiting student pharmacists
by communicating that with the acquisition of Eckard they were a
bigger company, with more opportunity – yet still a drugstore
with a personal touch.
The ideas was that we sent out SUMO postcards announcing Rite Aid’s
participation in the APhA event – and informed the student
pharmacists that if they stopped by the Rite Aid Exhibit –
they could get a scratch-off card once they completed a short survey
for a chance at 500 prizes!! The goal was to get them to correlate
that RITE AID is LEADING THE WAY and was the RITE PATH for them
to take as a career – if they stopped by the exhibit they
could win the GPS guiding system OR a gift certificate to be used
a one of their stores (getting them to visit and get to know their
stores).
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