Health+PR+document

Second Life Health Expo Launch PR Plan

Situation

Since it inception in 2004, Second Life has swept the Internet and quickly emerged as the most successful and popular virtual world on the Internet. Susan Tenby, then of TechSoup wisely saw the value in Second Life during its infancy and established The Nonprofit Commons (NPC), the best-known nonprofit arena in SL, currently with an archipelago of four (?) islands, and plans to expand to several more in the near future. NPC has received extensive and positive media coverage and blogger reviews, but wants o extend its reach among press and within SL. As part of its goal, NPC will hold its first ever Health Expo, designed to appeal to anyone in SL looking for information that will better their health, and their lives – all presented in SL's virtual, anonymous community setting.

This all-day online event, will bring together real-world health-related nonprofits, academics, educators, thought leaders, foundations and volunteer supporters to showcase recent developments in health care research and to connect organizations with similar missions. Among other things, the expo is designed to augment efforts in fighting disease and creating a cooperative and supportive environment for patients and their providers.

Following is a recommended PR plan designed to leverage the ongoing success of NPC's presence in Second Life in order to further enhance the reputation, as well as the press coverage, for the organization as it moves into this next level of service. This plan is fluid in that it can change as the Expo continues to evolve and flesh.

PR Goals

• Garner visibility for NPC and the Second Life Health Expo by way of at least one top-level Web 2.0 publication, and other mid-level publications relevant to NPC/TSG • Establish NonProfit Commons as the thought leader not only in producing a health-related seminar, but in putting on additional events that appeal to wide audiences within Second Life, helping to position SL for an expansion of its archipelago • Build awareness of NPC and its work within Second Life to press who don't historically cover SL • Help interest potential sponsors in the event (to assist with goal of generating revenue)

PR Objectives

Pre- and Launch (February- late May) • Create intrigue about the Health Expo with a press release providing details on the event • Work with press to position NPC for future expos on related or other topics of interest to the SL community • Leverage SL disability groups and engage them to help get the word to press about the Health Expo • Educate media and SL audiences about the extent to which NPC is reaching to offer value-add services and information within Second Life

Post launch (late May/ongoing) • Continue momentum of NPC within SL as the best-established and most capable organization to produce valuable events to service the community • Increase awareness of NPC to all media targets, influencers • Build on press coverage to Increase penetration of coverage in consumer, technology, trades, and other relevant press

Strategies

• Select top-tier list of press to whom to offer an exclusive story on NPC and its creation and production of the Health Expo. • Position the NPC expo(s) as a disruptive solution that will fundamentally change the way people in SL (and possibly elsewhere) will learn about health and other critical topics • Leverage Susan Tenby's position and reputation within SL to help NPC's expand its islands to “eco,” “health-related,” and more • Reach out to SL disability groups to obtain their interest, buy-in and commitment to the event; depending on who gets involved, use them as spokespeople for at least their portion of the Expo • Demonstrate need for NPC expos/events by identifying (but not touting) issues and problems with other similar events by touting unique value-add of the virtual world setting

Announcement Considerations • Confirmation of date • Confusion between this event and N2Y4 – both part of TSG • Potential synergy between health expo and N2Y4, in creating buzz on Net2 platform and in having additional attendees during the Net2 conference

Critical Success Factors • Is expo date solidified? • Secure at least three influencer(s) who can laud the event and NPC • Get buy-in and support from at least one third-party participant who will speak to press on our behalf, such as a spokesperson from GimpGirls

Spokespeople • As we begin to have external conversations with media and influencers about the Health Expo, we need to clearly define spokespeople roles for these conversations. While Susan Tenby is the lead spokesperson, some of her colleagues may also be called upon if she is not available to speak, such as Marnie or others.

Target Launch Date: To coincide with NetSquared Year Four (to take place May 26-27, 2009) [On which date will the Health Expo be held?]

Tactics

Media • Select targeted media to whom to offer an exclusive: The goal here is to offer a reporter or freelancer who writes for a key publication an “all-access pass” that will allow them to follow any and all aspects of the Expo in which they're interested. That could mean allowing them to sit in on select planning meetings, calls with participants, event walk-throughs, and more. We will only offer one journalist this opportunity. If the top journalist we select says no, we will move down the list until we find someone who want to take advantage of this opportunity. See list of recommended press at the end of this plan. o Press: see attached preview list in appendix o Timing: immediately (by end of February latest)

• Outreach to other press: Beyond the exclusive story, we will reach out to key writers/bloggers and other influencers in which coverage of NPC. As a secondary target, we will reach out to health writers at business publications, such as Newsweek, and at daily newspapers in top demographic markets across the country, as well as select health blogs. While the goal is to build a crescendo of coverage to educate press about the impact of the Health Expo, we also want to establish relationships with press who have not covered NPC or even SL previously. o Top-tier Press : See attached preview target list in appendix o Secondary press: List to be developed o Timing: Begin outreach 30 days or less prior to Expo, depending on which type of press; bloggers require a shorter lead time (and generally won't agree to embargoes)

Consumer/Tech/Social Media

• Blog Participation: Aside from traditional media, the success of the Health Expo will be largely dependent on how the “fire” spreads within social networking arenas. While Susan and her team will handle blogs and social media opportunities with whom NPC typically works, we should also reach out to general tech blogs and other blogs that don't normally cover nonprofit activities within Second Life, or even SL itself. o Timing: begin outreach with “friendly” bloggers four to six weeks before event to ascertain interest; reach out to other bloggers week of event

• Others not already being handled by Susan/NPC team?

Materials • Event announcement press release • NPC Fact Sheet with graphics/screen shots • Media pitches • Media alert (send week prior to event) • Media Lists