Objective: FriendsYouKnow.com launched in beta on June 9 as a paid-subscription networking site for the LGBT community, allies, and friends. "The goal was to create an environment where the community can come together with quality, community awareness, philanthropy, and security," said its founder, Matt Small. FriendsYouKnow.com is not a dating site, he added, but a way to make connections within the LGBT and LGBT-friendly community.
Idea: Launching during Pride Month, FriendsYouKnow worked with Renna Communications for media outreach to LGBT publications, technology media, and bloggers. A continued awareness launch from beta for Friends You Know will continue over the next month, culminating with a branding and marketing campaign. It expects the final site to be completed by the end of the summer.
Tools: Renna and FriendsYouKnow had to implement a unique PR strategy to get noticed among the many LGBT happenings during Pride Month. First, the team cut membership fees from $10 a month to $1 a month during beta, reaching directly to the target audience. It also partnered with organizations including CenterLink and the National Youth Advocacy Coalition to let members know about the new site. To build its reputation as a leading philanthropist in the community, it promoted its pledge to donate 10% of membership fees to LGBT organizations.
Measurement: The team will measure success by the number of members, and Small hopes to get more than 1,000 within a month.
Organization: Friends You Know
Campaign: Launch of FriendsYouKnow.com
PR Team: Renna Communications
Launch: June 9