In the public relations industry, so many companies and organizations create campaigns that come and go in a blink of the eye. In such a fast-paced industry we can be running with one campaign one day and moving on to another the very next day. Recently, we had the privilege of collaborating with our Boston-based client, New Balance, to kick off their year-long Lace Up 365 campaign. The campaign celebrates their 25 year partnership with Susan G. Komen. To honor this milestone and those affected by breast cancer, New Balance is encouraging supporters to dedicate their daily workouts to a breast cancer survivor on newbalance.com/laceup and by tagging social media messaging using #LaceUp365.
With a long-term program like this one, the launch is extremely important for the campaign to be successful, and to reach or exceed expectations. To kick off this program locally, New Balance “laced up” with local Boston fitness centers and community workouts including Barry’s Bootcamp, The Handle Bar, The November Project and Yoga at NB Fitness to host a variety of workouts in honor of Susan G. Komen. Media relations have played an integral role in this campaign, as local media members are helping to spread awareness of the campaign, driving attendance to the dedicated fitness events and encouraging their followers to #LaceUp365. Local media, local fitness bloggers and breast cancer survivors affiliated with Susan G. Komen Massachusetts (also a Regan client) were invited to attend and experience all of these amazing November workouts. Here are some photos from the workouts thus far:
We have been fortunate to arrange for local breast cancer survivors, local media personalities and fitness bloggers join us for each workout. Having the support from our local media can have such a large impact for the program with just one tweet, one Facebook post, one TV mention or blog post. The local survivors have been sharing their inspiring stories with the groups, helping to solidify the importance of New Balance’s mission to support Susan G. Komen.
While the November workouts were an incredible way to launch the long-term Lace Up 365 program, it is vital to ensure the campaign thrives for a whole year. New Balance has implemented strategies for this campaign to stay strong through social media marketing and events throughout the year, and we are proud to help support those goals. Being able to work together with New Balance on the Lace Up 365 campaign is an opportunity to witness first-hand how powerful social media can be for reaching your public relations goals, but also in fighting to find a cure for breast cancer while honoring those who have survived.
Don’t forget to dedicate your workout the next time you #LaceUp365 this year!
