GRFW: Fall Planning

In February, we launched the Go Red TV platform with “real women” casting calls held across the country. From over 700 stories collected, we have selected 10 finalists that will represent Go Red For Women on our 2008-2009 collateral materials and various communications and marketing activities. Three of these women have been selected by NBC to be interviewed for the television special. And at least two of the finalists hail from the SCA -- one from Plano and another from Houston.

The airing of the NBC television special in September is the culmination of a year-long strategy for Go Red For Women. Therefore, we want to be sure to maximize this wonderful opportunity!

Key elements include:

• Locally presented Go Red TV Premiere Parties for local sponsors, local high-level donors and local volunteers in mid-September


• Release of the Heart Of Go Red finalists through national media outreach the week of September 15, placement on GRFW.org, and in newsletter


• Development of a consumer Go Red Viewer Party Kit, enabling women to host a party for friends and family at their homes (release date late August). This kit will contain ShopGoRed items such as the cookbook, a discussion guide, red dress pins and more. The discussion guide will also be available as a free download, very similar to the “Go Red Heart Style Guide” that was developed for our May promotion.


• NBC vignettes, promo spots, and online advertising will promote the show in September.
  
  Note – Please don’t confuse the consumer “viewer party” call-to-action with your local Go Red TV Premiere Party! These are two separate strategies targeted to distinct audiences.

We will be sharing much more detail about the plan (including a detailed media plan) in July, but we wanted to provide a sneak preview so you could get started on your plans as early as possible.

Our plan for August/September will include:

• Late August – Announcement to the public regarding the Go Red For Women NBC television special with a call-to-action to register for Go Red in order to receive the full schedule as it is released. Consumers will be able to download a free discussion guide, or buy the Go Red Viewer Party Kit at ShopGoRed.org and invite their friends and family to their homes to enjoy the special together.


• Mid-September – National media outreach and announcement of the Heart of Go Red spokespeople. The identities of the Heart of Go Red Women will be embargoed until this point. The Heart of Go Red finalists will be used for national media, but local outreach can include local survivor spokespersons. The consumer call-to-action will be to visit http://www.goredforwomen.org/ to check their local listings and download the free discussion guide, or purchase the Go Red Viewer Party Kit.


• Week of September 15 - National Go Red TV Premiere Party in New York City – Exclusive event for national sponsors and supporters and high-level volunteers.


• September 16 - Local VIP parties (“Go Red TV Premiere Parties”) across the nation. We’re encouraging Affiliates to host a premiere party for your local sponsors and volunteers as a local cultivation event. This is a great way for your top sponsors and donor to see the power of the movement!
  
  Per our agreement with NBC, only VIPs may be invited to these events. We do not have permission to preview the show with larger, consumer audiences before the air date in your market.
  
  The National Center will provide each market that pre-orders a DVD one copy to use in advance for a “sneak preview” party with your local VIPs. You will not have to plan your party for the day the show airs since you will have the DVD. This gives you the freedom to plan your party now without knowing the actual broadcast date in your market. Pre-order information has been distributed through the Affiliate Cause Consultants. Pre-orders are due on June 30th.


• September 20 – The Go Red For Women NBC television special will air in the majority of markets in the two weeks surrounding September 20. The full schedules will not be available until late August, but we know the following cities will air the special on September 20: New York, Los Angeles, Chicago, Philadelphia, San Francisco, Dallas, Washington, D.C., Miami, San Diego, and Hartford.


• After September 20 – Additional “public” viewing parties may be conducted as celebration events after the show airs in your market. You could also postpone your VIP to this time if you wish based on other market activities. If you would like to have a viewing party as a buzz event and invite the public, that event must occur after September 20. IMPORTANT: Based on our agreement with NBC, we can only screen the show to the public after the show airs on September 20. Tickets may not be sold for the viewing of the show. You may use the post-September 20 “celebration” event as a local buzz event and seek sponsorship for the event.