Ryan Anderson dot ca

As I mentioned in my first post on the subject, I’m going to be spending the next few months helping a great cause called Movember. I also mentioned that I’m going to be using this blog to detail the PR efforts that we put into the event. I’m thinking about this as “open-source PR”. Hopefully, in addition to getting people talking about the event, the next few months chronicled herein will be educational both to my readers and myself.

That said, in this post, I’m going to begin to outline our PR strategy for Movember. Of course, I won’t be going into specifics of things that haven’t happened yet, to avoid putting people on the spot, but this will give a general overview of how we’re planning to make Movember a success. If you’ve got any feedback, feel free to leave a comment or email me (my first name at ryananderson.ca). Or, if you an internet geek, and I’m online, feel free to Skype me (see the sidebar).

So, without further ado, here is the bare-bones Movember PR Strategy for 2006:

Audiences: who are we talking to?

Demographically: young men, aged 18 – 30
Geographically: Major markets across Canada with a strong focus on Toronto.
Psychographic:1. Motivated young men with a sense of humour. A strong sense of social justice and the desire to make the world a better place. At the same time, he doesn’t take himself too seriously. 2. Health-conscious and athletic men willing to devote their time to the cause.

Doers:
- Canadian Men
- Friends and family of cancer survivors
- Already participating “Mo Bros”

Influencers:
- Clubs and Fraternities
- Bloggers
- Media
- Testicular cancer survivors
- Celebrity personalities

Enablers:
- Girlfriends
- Employers
- Sponsors

Targeted Media:
Toronto Newpapers & Magazines: City reporters, health & lifestyle beat reporters as well as weekly papers
National Dailies: Health and Lifestyle reporters as well as pop culture beat writers
Canadian Magazines: Men’s focus (UMM, Toro, etc.) to cover long-lead story, supplement with “best moustaches of all time”
Toronto Local Television: pitch coverage of opening event, plus an advance story to generate buzz
Local Radio: Public interest news story PSAs

Outcomes: what action do we want them to take?
- University dorms, fraternities and groups participate in Movember as a group effort
- Workplaces promote Movember internally
- Mo Bros blog their Movember experience and progress
- Mo Bros recruit other participants
- Bloggers take part in Movember, and link to the Movember blog
- Girlfriends support boyfriends in growing a moustache / helping with fundraising
- Participants spread the word through social media (tag their moustache shots “movember” on flickr)
- Major brands aimed at men sponsor Movember in cash and in-kind
- Celebrity personalities take part in Movember publicly

So, that’s the first part of the strategy. Stay tuned for tactics, which will be coming up soon, simply because I don’t want this to be a 2000-word post.

As I said, if you have any brilliant ideas, feel free to leave a comment or send me an email. And, as always, please take a minute to mention Movember on your blog if you have one. We’ll be making some changes to the site in the next week, so stay tuned for that.