To do this, move to the a in the first line, then press Ctrl-V (or Ctrl-Q if you use Ctrl-V for paste), then jj to select a visual block over three lines. Now type I to start a special form of insert mode, then type the wanted text (s:). When you press Esc to exit from insert mode, the text will be inserted in the same position on each of the lines affected by the visual block selection.