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Gopher PR Plan for Bike MS Event Situation Analysis Multiple Sclerosis (MS) is a neurological condition affecting the central nervous system. The key demographic for diagnosis is people aged between 20 and 40, with women being three times more likely to develop symptoms of MS then men. The purpose of MS Auckland is to support people with MS and their families so that they can live as normal a life as possible, for as long as possible. Whilst promoting the notion of living a fulfilling life with MS. With this objective in mind the charities fundamental objective is to see individuals diagnosed with MS thriving in all aspects of their life and personal wellbeing. For the benefit of all affected by or with MS. MS Auckland is staging New Zealand’s first BikeMS TelstraClear Challenge event. To help every Mum, Dad, child, cousin or friend living with this disease in order to make a substantial difference to their wellbeing and quality of life. Gopher.co.nz’s Primary Objectives To increase the public profile of BikeMS Auckland as the official charity of the TelstraClear Challenge event in order to drive more traffic to the Bike MS website www.bikems.org.nz (http://www.everydayhero.co.nz/event/bikems2011, while increasing registrations and participation for this event from both individuals and teams. With the hope of increased donations in support of all entrants, increased donations from the general public, more business donations, increased event sponsorship, greater media coverage about the event and an overall greater public interest in the BikeMS TelstraClear Challenge event. Audience The audiences we aim to target through our cross promotions of the BikeMS Telstra Clear Challenge event are:  New Zealand Businesses  Our existing Gopher clients & networks  Local bike enthusiasts  Local businesses within the perimeters of key cyclists ‘hot spots’ – Parnell through to Ponsonby through to Takapuna  Online users of the Gopher Directory  Active New Zealand social media users  Key demographic of 18 – 55 year olds


Strategy To achieve greater public awareness for the charity BikeMS and the TelstraClear Challenge Event through increased public donations. To benefit The Multiple Sclerosis Society of Auckland through generating shared promotions of the event and click through links across varying online social media and business networks; with the overall goal of directing more online traffic to the BikeMS and the Telstra Clear Challenge Event website (www.telstraclearchallenge.co.nz). Tactics 

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Create shared promotions & transfers of information about the event through various Auckland business networks, online social networks and our own Gopher networks. Utilise the appeal and uniqueness of riding across the harbour bridge to leverage interest in both participating in this event or witnessing the event take place as a spectator Promote the theme that MS as a diagnosis to be lived not a series of symptoms to be survived Develop various angles around the event and charitable trust, to leverage a broad range of online and offline media enthusiasm and public interest towards the event Generate specific blogs, status updates, corporate emails, e-newsletters and posters to be distributed effectively to promote the event and event website Secure Amanda Billing who plays Sarah Potts an MS sufferer on Shortland Street to appear at the event or do a public service announcement across their online TVNZ platforms.

MS in the New Zealand Public Landscape Varying public stigma surrounds MS and its diagnosis, though this public ignorance is misguided as being diagnosed does not mean a lifetime of disability. Those diagnosed can lead a normal and active life with appropriate treatments and symptom management. While the rate of onset MS varies from person to person and the onset is marked by a series of cycles and remission, there is a slow onset of disability. However the most integral element for an individual diagnosed with MS is support from their peers, family and other individuals living with the diagnosis. The purpose of the BikeMS participating as the official charity for the TelstraClear Challenge Event is to support people with MS and their families in the MS Auckland region. So they can live as normal a life as possible, for as long as possible. Whilst promoting the notion of living a fulfilling life with MS. With this objective in mind the charities fundamental objective is to see individuals diagnosed with MS thriving in all aspects of their life and personal well being.


With this statement in mind we at Gopher endeavour to incorporate this celebration of living and thriving with MS throughout all promotional material created, to generate greater public awareness and traffic to both the physical event and the event website. MS & its portrayal within the current media climate MS and its portrayal within the New Zealand public domain is relatively understated in today’s media and medical climate. Charitable promotions for the cause such as MS Readathon in primary schools are now nonexistent and limited to Australia. With the only significant advocates for MS present within the New Zealand media landscape being Graeme Sinclair from TV3’s Gone Fishing and Sarah Potts (Amanda Billing)from TVNZ’s Shortland Street. From our shared information across various networks we hope to raise the media profile of MS Auckland through this event and hopefully assist Telstraclear & MS Auckland’s objective of staging a successful event that which will hopefully become an annual staple in New Zealand’s charity events calendar. Timeline Duration – November 16th – December 21st NB: Duration runs past event date for all follow up material to be distributed – blogs, status updates and corporate emails on the success of the event plus all sponsorship and involvement thanks to be voiced


PR PLAN FOR BIKE MS EVENT