think pink sponsorship social 512 communicatio ns
TRANSCRIPT
Think Think PinkPinkSponsorship Social
551122communicacommunicationstions
Courtney Campbell
Rebecca Dobyns
Jaclynn Fuller
Brianna Mynar
Ashlyn Webb
Courtney Young
March – May 2010May 5, 2010
551122communicacommunicationstions
Table of Contents
1. Executive Summary
2. Background
3. Priority Audiences
4. Primary Research Method and Results
5. Proposed Research Methods and Objectives
6. Strategy and Channels
7. Themes and Messages
8. Tactics
9. Logistics
10.Campaign Evaluation
11.Appendix
Executive SummaryExecutive SummaryOur public relations campaign for the Susan G. Komen Austin Affiliate focuses
primarily on a sponsorship social event to attract potential and previous sponsors for Komen’s main fundraiser, the 2010 Race for the Cure. The “2010 Think Pink Sponsor Social” will be held on Friday, May 21, 2010, at 7 p.m. The event will take place in the Aloft Hotel at the Domain. We chose this location for the social because the Race for the Cure is also held at the Domain, and we want the sponsors to become familiar with the location where they will obtain the majority of their exposure. Our theme for the event is “Think Pink” and will be carried out with pink decorations, flowers and pink-inspired cocktails served at the bar. The event will be a semiformal occasion in honor of both committed and potential sponsors.
Sponsorships are vital for funding Susan G. Komen’s programs and services. Our main goals for this campaign are to attract potential sponsors for the Race for the Cure event and to increase promotion and awareness of the sponsor social to make it a larger outreach event campaign. The strategies in this campaign for attracting sponsors to the Austin Affiliate of Komen are to show statistics of the benefits of sponsoring a nationally recognized and trusted organization as well as to reach out to businesses that represent Komen’s local gap audiences such as young women, minority women and local businesses. We will also present previous sponsors with statistics on how effective and beneficial their sponsorship was and encourage them to further their participation. Tactics to assist in accomplishing our overall goals include distributing brochures and media kits to all previous sponsors as well as researched potential sponsors. We will also spread awareness to local media outlets through news releases and pitches. This 10-week campaign will end with the social event to thank sponsors who have already committed to the foundation and also boost any potential sponsors’ desires to become a part of Susan G. Komen’s mission.
The event will be funded mostly pro-bono, with a small $500 public relations budget from Komen Austin. A portion of this budget will go towards decorations at the event, but the majority will go towards printing media kits and invitation packets to be distributed to local businesses. We will use unpaid interns to assist in the research, production and distribution of these marketing materials. The interns will also update Komen’s social media outlets, which will be an integral part of promoting the sponsor social event.
Overall, we want to promote the benefits of sponsoring the nation’s No. 1 trusted nonprofit organization and attract local businesses to the Austin Affiliate of Susan G. Komen. By highlighting the exposure and effectiveness of sponsoring a nationally recognized brand and targeting local Austin businesses, we hope to make Susan G. Komen a locally known brand as well. The “Think Pink Sponsor Social” event will be a celebration of sponsors who are vital to Susan G. Komen for the Cure foundation and its main fundraising event, the Race for the Cure.
The Austin Affiliate of Susan G. Komen for the Cure was founded in 1999 to spread the life-saving message of early detection and to support breast cancer screening, treatment and diagnostic programs in Central Texas. Komen Austin has granted nearly $7 million since 1999 to fund these programs. However, lack of sponsorship has forced Komen Austin to cut back on funding for many vital services.
Komen Austin released a community profile report in 2009 that detailed the needs of the Austin area, specifying which target audiences lack the most information regarding breast cancer. They issued a news release about the primary problems discovered through the report. They found that African-American women have the highest breast cancer mortality rate in the region; that Hispanic women do not seek mammograms as often as other ethnic groups; and that women living in rural areas, especially in the counties surrounding Austin, are diagnosed more often with breast cancer due to late diagnosis.
Komen has since created and enacted a plan to meet the needs found in the report. They have worked to provide free mammograms through organizations such as El Buen Samaritano and Planned Parenthood. In addition, Komen Austin provides transportation for women without the means to travel to mammograms through Community Action as well as care for the elderly with breast cancer through HAND (Helping the Aging, Needy and Disabled). However, they have had to cut back on services such as transportation to mammograms due to the lack of donations. The funding for their programs comes from fundraising events in which they obtain corporate sponsorships. Without sponsors, Komen cannot meet the needs of the Austin area or give women access to the information and services they require.
The Austin Affiliate of Susan G. Komen for the Cure® Race Sponsor Social last year was done practically pro-bono, with only $500 from Komen Austin being used. Their public relations work was also done pro-bono along with in-kind donations from Clear Channel and KVUE. The food was donated, and 250 people were able to attend. The Sponsor Social was a great approach to gathering past and future sponsors because it engaged decision makers of sponsoring corporations and organizations. It also allowed Komen Austin to interact with and thank those who have been or are potential donors. The 2009 Race for the Cure® totaled nearly $1.2 million of in-kind or cash sponsorship. Komen’s total budget is $2.1 million and they currently have no public relations budget since all their public relations work is done pro-bono. We will allocate a budget of $500 again for the event, but hopefully donations will cover most expenses. Next spring we would like to involve more minority-owned and rural businesses and cut the funds that Komen Austin has to provide for the social, in addition to increasing donations to approximately $1.4 million. Komen can then use the funding to reach the target audiences most heavily affected by breast cancer.
BackgroundBackground
Threats:Economy. In the 2009 community
profile news release, Komen Austin mentioned that they have had to cut their budget even though the demand for mammograms and other services is increasing.
People believe Susan G. Komen doesn’t need more volunteers or funding.
Young women still do not think breast cancer applies to them.
SWOT AnalysisSWOT AnalysisStrengths:
Ranked by Harris Interactive as Most Valued Nonprofit Brand, Most Trusted Breast Cancer Nonprofit, and Charity People Are Most Likely to Donate To.
Logo is recognizable and respected.Wal-Mart donated $25,000 for Komen
Austin to improve its services to the Austin area, perhaps encouraging other large corporations to do the same.
Awarded Charity Navigator’s 4-star rating for sound fiscal management for the third year in a row in 2009.
Weaknesses:Unable to reach some target audiences
due to gaps in technology and communication.
Lack of resources and volunteers.Small staff in Austin affiliate.
Opportunities:Social networking could help reach
the younger population.The City of Austin has ideal venues
and a strong sense of community, so events can reach a large audience including some of the less accessible populations.
The University of Texas at Austin is an excellent resource for reaching younger women.
Priority AudiencesPriority Audiences
In general, Susan G. Komen for the Cure’s priority audience is women. In particular, Komen targets women ages 18-60 with a higher concentration on older women since they are more likely to get breast cancer. Although women ages 35-60 are a primary audience, Komen is very interested in new ways to target younger women, particularly those in minority groups. Because of financial and economic stress, women in minority groups are more difficult to reach, making this gap an important obstacle that Komen Austin is determined to overcome.
With regard to our plan, our priority audiences for this event are sponsors. Without sponsors, we cannot reach our other target audiences. The spring event is primarily to attract sponsors for Komen’s October Race for the Cure event. This event is done pro-bono with a small budget contributed by the Komen Foundation. Therefore, it is imperative to attract as many sponsorship opportunities as possible. For this event we want to target previous sponsors as well as new businesses. With the economic state, we understand that companies may not have the means to provide sponsorships, and this presents our biggest challenge with this target audience. We would like to attract large corporations as well as small local businesses. Corporations with a larger income, such as Dell, who has been a great sponsor in the past, are more likely to be able to donate a larger amount to the foundation. However, small local businesses may be able to better connect us with our gap audiences.
Primary Research MethodsPrimary Research MethodsAnd ResultsAnd Results
Primary Research Method: SurveyTarget Audience
Local businesses
Challenges Busy time of year for business Lack of time to administer survey
Format 11 questions
• Focused on what businesses expect from nonprofits in return for donating and/or sponsoring them• Basic demographic questions such as type of business and locations
Our survey yielded four responses from local Austin businesses, due to lack of time and resources. Of these four companies, one was a law firm,
one was a clothing/retail store, and two were construction companies. Two were companies with Austin locations only, one also had a location in San
Antonio, and one also had a location in College Station. All of these companies had donated to a nonprofit before, but only one had sponsored
a nonprofit. None of them have previously worked with Komen Austin.
The important information that we received mostly entailed what companies expect in return for donations. Three of the companies believe that what they have received from nonprofits has been fair for the amount
of the donation that they have given in the past. The majority of these companies allot money as they see fit, and two companies set aside an
allotted amount of money for charities every fiscal year.
These findings allow a way for us to see what a company expects in return for a donation. We will propose the idea to Komen for them to change a few questions and use this survey as a way to poll their current sponsors
to get insight into what they think about donations, and hopefully gain information about how to reach new potential sponsors.
Proposed Research MethodsProposed Research Methodsand Objectivesand Objectives
Post-Event Research
It is crucial to evaluate our progress and success after each fundraising effort in order to better our events in the future.
We would like to conduct far-reaching surveys for existing sponsors after the Race for the Cure and/or at the end of their paid sponsorship.
The goals of this survey would include:
How satisfied they were with sponsoring Komen Austin
How our sponsorship program compares with other nonprofit organizations they may have worked with in the past
Whether they are planning to continue their partnership with Susan G. Komen.
Finding out how they felt about working with the representatives at Komen Austin to determine how we can improve our communication skills.
Pre-Sponsorship Survey
With more time, we would like to conduct a more in-depth pre-sponsorship survey and obtain more responses. With our limited time and resources, we were only able to obtain four.
Susan G. Komen should utilize all of its current business contacts to create a higher response rate.
Advertising and Publicity Effectiveness
We will research recognition and recall of our advertising and publicity, as well as general reactions to sponsor benefits, in order to determine how to better target our sponsors and how much we should be requesting for sponsorship.
Goals Goals ++ Objectives Objectives
Goal: Increase the ability of the Susan G. Komen Austin Affiliate to provide funding for research and local services.
Objective: Increase overall sponsorship funding by 15%
Goal: Attract previous and potential sponsors for Race for the Cure
Objective: Increase total new sponsorships by 15% and retain previous sponsorships
Goal: Increase personal sponsor interaction with the Susan G. Komen Austin Affiliate to localize the brand
Objective: Send every request for sponsorship in person with an intern or staff member, rather than electronically.
Goal: Increase awareness and promotion to make the Sponsorship Social a larger outreached event.
Objective: Increase overall promotion to target businesses by 10% through number of brochures, media kits and other promotional materials distributed.
To achieve an expansion in outreach for this event, we will increase awareness and promotion by employing a strategy that incorporates a
variety of media channels.
Social Media ChannelsTwitterLinkedInFacebook
Local Traditional MediaNews 8 Austin96.7 KISS FM
Tim Scott said we were a “go-to nonprofit” for them.100.7 KASE 101
Has participated in and promoted Komen Austin events in the past.
Print Media•Austin American Statesman•Austin Woman Magazine•Texas Monthly
To increase diversity of sponsors and sponsorship funding for Race for the Cure, we believe it is important to attract potential sponsors while
accommodating current partners. To do this we will send out information packets and media kits to all sponsors and potential sponsors.
The packets will include invitations to a formal event that will be hosted for sponsors and potential sponsors. The event will be an opportunity to
acquire new sponsors for Race for the Cure, and for sponsors to network with one another and representatives of the organization. In regards to
location, the event will be held at a venue that is trendy, central and easy to locate, preferably the Aloft Hotel at The Domain in North Austin, where
the actual race will be held in November.
Strategy Strategy ++ Channels Channels
There are many different nonprofits in need of financial support, and they all champion good causes. In order to compete for
available finances and increase sponsors’ confidence in Susan G. Komen of Austin, there are many themes and messages that we
need to communicate.
Theme: Most Valuable Nonprofit Brand
Message: “Top-Ranked for Trust”Message: “A Cause Worth Your Partnership”Message: “Responsibility and Integrity”
Theme: Providing Vital Services to Women in Need
Message: “Importance of Early Detection”Message: “Research to Find a Cure”Message: “Providing Free and Low-Cost Mammograms”
Theme: A National Organization with a Local Focus
Message: “Seventy-five percent of funding goes to community”
Message: “Partners with local businesses”Message: “Reaching needy women in Austin”
Theme: Komen Can Help You
Message: “Partner with a respected brand”Message: “Show customers you care”Message: “Build community around your company”
Themes Themes ++ Messages Messages
TacticsTactics
Strategy:
Increase personal contact between the Susan G. Komen Austin Affiliate and local businesses to encourage sponsorship and promote the sponsorship social event.
Tactics:
+ News releases via email to local magazines like Austin Women Magazine, to be featured on its upcoming events calendar.
+ Social media releases with public service announcement attached, sent to stations such as 100.7 and 95.5 that reach target and gap audiences.
+ Media kits with information about sponsorship levels and the benefits of sponsoring a nationally-respected nonprofit organization, as well as statistics about how effective previous sponsorship has been for Race for the Cure.
+ Pitches targeted at local magazines and news outlets a few weeks before the event.
+ Pitch to social media bloggers to spread information about the importance of sponsorship and statistics on why Komen is worth sponsoring.
+ Event invitations to local businesses. + Informational/promotional kits sent to
confirmed sponsors about the sponsorship social event.
LogisticsLogistics
1. Calendar
2. Budget
Mar
ch
20
10
Thin
k Pi
nk S
pons
or S
ocial E
vent
Calen
dar
Sund
ay
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day
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nesd
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Hav
e in
tern
s re
sear
ch p
oten
tial
spon
sors
and
sta
rt
med
ia k
its
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Wee
k 2:
Inte
rns an
d st
aff d
eliv
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edia
kits
to
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entia
l and
pr
evio
us spo
nsor
s
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eek
3: C
onta
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ia o
utle
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ith
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ads up
on
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t and
fu
ture
info
rmat
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eek
4: S
end
out
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es a
nd
soci
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rele
ases
to
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ia o
utle
ts
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1 2
3
April
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ocial E
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sday
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turd
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eek
5: In
form
pr
evio
us spo
nsor
s of
da
te o
f soc
ial a
nd
race
, and
con
firm
any
re
peat
spo
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eek
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end
out
invi
tatio
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ckag
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pons
ors
and
spon
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hip
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to
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rmed
spo
nsor
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eek
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ollo
w u
p on
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vita
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and
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mee
t with
sp
onso
rs w
ho re
ques
t m
ore
info
rmat
ion
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Wee
k 8: C
onfir
m w
ith
venu
e an
d fin
aliz
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natio
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r eve
nt
May
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ocial
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k 9: S
end
pitc
h le
tter
s to
soc
ial m
edia
bl
ogge
rs a
nd in
tern
s up
date
soc
ial m
edia
da
ily a
bout
eve
nt
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k 10
: con
tact
all
med
ia o
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co
nfirm
eve
nt a
nd see
w
ho is
com
ing
to
even
t
W
eek
10: u
pdat
e so
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med
ia a
nd sen
d ou
t spo
nsor
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in
form
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an
emai
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vario
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orga
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IK P
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OCI
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As a team, we came up with a budget of $500. Unfortunately, Komen Austin was only able to provide us with an overall budget that they use for the whole year. From that number, we came up with a realistic budget for this event. We acknowledged the fact that most aspects of the event would be donated pro-bono based on our cause, contacts and history with last year’s event. The budget is broken down into categories below.
$500 Budget
1. Invitationsa. Printing: donatedb. Paper (pink cardstock with Komen ribbon)[1]: $30
2. Interns[2] a. Unpaid interns would help distribute the invitations and create a
personal connection with the businesses we hope to connect with. They will also help setup and run the event itself.
3. Event location- Aloft hotela. Donated.
4. Food a. Appetizers and hors d’oevres[3]: $250
5. Drinks a. Non alcoholic[4]- $50b. Alcoholic drinks can be bought by attendees at the Aloft bar.
6. Decorationsa. Flowers[5]- $145b. Table clothes, place settings, etc- donated through Aloft.
7. Printing (media kits, etc.)• As with the invitations, the printing would be donated.• Paper (regular paper with Komen Austin letterhead)[6]: $25
[1] www.desktopsupplies.com[2] Interns replace the use of a freelancer, which typically charges $35 per hour for tasks.[3] www.samsclub.com[4] www.samsclub.com[5] Found prices for different flowers from www.samsclub.com.[6] www.desktopsupplies.com
BudgetBudget
EvaluationEvaluation
In order to implement this proposal successfully, it will be crucial to gauge the progress of the plan throughout every stage of the process. However, because this plan only lasts a few months, it would be inefficient and impractical to take attention away from the Sponsorship Social in order to prematurely evaluate it.
Summative evaluation will be more useful for our proposal. The criteria to determine the level of success of the program will be two-fold. We will be judging the event based on sponsorship commitments and the overall representation of the Susan G. Komen Austin affiliate.
Quantitatively, the funds raised or pledged will demonstrate the event’s success. Comparing the amount of funds received to years past or events past will be a good place to start in determining a positive or negative evaluation.
Qualitatively, we will gather the opinions of our donors and potential donors by contacting them after the event and asking for their opinions. Each individual corporate representative who attends the sponsorship social will be personally called by a Komen staff member or intern and asked about their experience. Overall, this Consumer Report Data will be the most important part of our evaluation because it will give us insight into what the donors are thinking. In addition, we will evaluate the extent of the media coverage for this event. Media presence is vital to the level of respect we have in the Austin community. Recognizing the amount of times this event is broadcast via radio, television, social media and traditional media will be useful in determining our communication strengths and weaknesses.
Appendix
1. Survey Form
2. Pitch Letters
3. Blog Posts
4. Social Media Release
5. Public Service Announcement Script
6. Calendar
Dear Ms. Sheridan,
San Marcos is now the home to a bald beauty queen. Breast cancer does not see class, race, or economic lines. It is not prejudice against any demographic. In fact, it pursues each people group with vigor. Taylor Anne Nichols, a 20 year-old student at Texas State University was diagnosed with breast cancer six months ago. She is now undergoing chemotherapy and has lost, for the time being her gorgeous blonde curls. Taylor has been competing in various pageants throughout Texas since she was a little girl. She has continued to participate in beauty pageants despite her having cancer. In addition, Nichols has chosen to use her position as Miss Bexar County as a platform for getting the word out about breast cancer prevention. She is an advocate for early detection and is using her story to promote young women’s breast health. I think that The Daily Texan should do a feature story about Taylor Anne Nichols, and her brave battle with breast cancer. As the editor, I know that you have personally included many articles and feature stories about the importance of student health. Nichols is a living testimony to the benefits of self-examination and early detection in regard to breast cancer. I wanted to personally write to you because I think that the platform of the Daily Texan will be valuable to young women in the University of Texas at Austin community. If possible, I would appreciate your reply by April 1, 2010. If this opportunity does not appeal to you, please let me know and I will find another outlet. If you are interested, you can contact Nichols personally at (555) 555-5555 or contact her pageant website at www.valleyqueens.com. If there is anything else I might be able to do to help do not hesitate to contact me at [email protected]. Nichols has a spirit unlike anyone I have ever known. She has boldly accepted her new appearance and has recently done her latest pageant photo shoot without a wig. It is just her raw, natural beauty showing there. Her newly found confidence is contagious. I think your readers would be inspired by her heroic story. I will call you on Monday March 29 to get your opinion of the story and to see if it interests you. Please feel free to call me at anytime at (979) 324-3551. Thank you for your consideration. I look forward to talking with you.
Sincerely,
Ashlyn Webb
March 31, 2010
Ms. Mary Anne ConnollyEditorAustin Woman Magazine1213 West 49th StreetAustin, Texas 78756
Dear Ms. Connolly,
For the 850 women who are diagnosed with breast cancer in Central Texas every year, a normal lifestyle post-diagnosis may seem like an distant notion. It is important that these women are enlightened about the organizations right here in Austin that operate for the sole purpose of helping cancer patients and survivors maintain fulfilling lives.
Capital of Texas Team Survivor is a non-profit organization that provides free health education, fitness and support programs exclusively to women with cancer and women cancer survivors in the greater Austin, Texas area. These inspirational programs are for women of all fitness levels in every stage of cancer treatment and recovery. By helping women to regain control of their bodies, their health and their lives, CTTS is helping women cancer patients and survivors to build a sense of power and accomplishment as they recover from their cancer experience.
An advocate of the Susan G Komen organization, CTTS offers an 8 to 12 week run/walk and stretching program leading up to Austin Race for the Cure. By doing this they promote Race for the Cure, while directly improving the lives of the cancer patients they train with.
The CTTS website features the survival stories and testimonials of many Austin women who have participated in the CTTS program. Any of these women have great potential to be the focus of a feature story concerning CTTS.
As a fellow advocate and sponsor in the Race for the Cure, Austin Woman magazine would be a great voice for this story. A feature story concerning CTTS could enlighten the women of Austin about help that is available for improving the lives of breast cancer victims, while encouraging participation and sponsorship for Race for the Cure.
Thank you for your time.
Sincerely,
Brianna MynarPublic Relations Director
Susan G. Komen of Austin3508 S. Lamar
Suite 300Austin, TX 78704
512.473.0900
Susan G. Komen of Austin 3508 S. Lamar Suite 300
Austin, TX 78704 512.473.0900
March 28, 2010 Ms. Mary Anne Connolly Editor Austin Woman Magazine 1213 West 49th Street Austin, TX 78756 Dear Ms. Connolly, Maura McDermott, 22, lost her mother to breast cancer five years ago and since then has turned her passion for breast cancer awareness and prevention into a career with the Susan G. Komen Austin Affiliate. Approximately 40,000 women die of breast cancer each year. That’s 40,000 families that experience the loss of a loved one from this disease. Maura has taken this tragedy in her life and turned it into a passion for helping women all over Austin. Your magazine focuses on women in Austin who have successfully taken their passions and turned them into thriving businesses and careers. I am pitching Maura’s story to you as a possible local human-interest piece because her passion is fueled by circumstances that have affected many women in today’s society. At the young age of 22, Maura has not only made an impact at the Komen foundation but in many other women’s lives. She is able to share her story and be a part of making Austin’s breast cancer patients breast cancer survivors. For more information or any questions you have about Maura’s story please e-mail me at [email protected]. If you would like to set up an interview with Maura she is available by e-mail at [email protected]. I will call by Friday, April 2, to see if I might be of any help on a possible story on Maura McDermott. Thank you for your time and consideration. Sincerely, Courtney Young Public Relations Officer
P.O. Box 2164 Austin, TX 78768
512-473-0900
March 26, 2010 Ms. Bernice Chuang Editor Her Campus – UT Austin [email protected] Dear Bernice: Nicki Swann felt a strange lump on her breast as a 23-year-old graduate student. Her doctor repeatedly assured her that the lump was nothing to worry about because Nicki was so young. As Nicki now prepares to undergo chemotherapy, we ask: how many other college women receive similar advice from doctors each year and ignore the warning signs because they are “too young” for breast cancer? We at the Susan G. Komen Austin Affiliate want to ensure that all college women, especially in Austin, are aware of the risks of breast cancer. Nicki’s story is not unique. Many young women receive bad advice from doctors, fail to perform self-examinations and do not consider mammograms until they are older. Nicki, who grew up in Austin, is a successful, intelligent and healthy young woman, just like your readers. We want to educate women like Nicki so that they can make informed decisions about breast health. Nicki Swann is available for interview almost any day of the week, in between chemotherapy treatments. Please email me to set up an interview with her. For more information about the Susan G. Komen Austin Affiliate, please email Community and Operations Coordinator Maura McDermott at [email protected]. If you are interested in Nicki Swann’s story, please reply by Thursday, April 1. I’m here to answer any questions you have and help you get the information you need. We also have other information and resources available for your readers, such as a list of low-cost and free breast health clinics for young women in Austin. I will call you by April 1 so that I can address any remaining questions or concerns. I hope to hear from you within the next few days. Sincerely, Rebecca Dobyns Public Relations Officer
3508 S. Lamar Suite 300
Austin, Texas 78704 512-473-0900
March 28, 2010 Ms. Andrea Ball Austin American-Statesman P.O. Box 670 Austin, Texas 78704 Dear Ms. Ball: Michelle Bynum has a beautiful little boy named Reid who is about to turn 6 years old. She is a devoted mother to him and a devoted wife to her husband Brad. What makes Michelle stand out? The fact that she is fighting an uphill battle with breast cancer. I think that Michelle’s story could be of interest to your readers for your blog “Charity Chat.” She is extremely active within Susan G. Komen and aims to raise awareness about the reality of breast cancer in women of all ages. Michelle was misdiagnosed for years regarding the lump she felt in her breast. Today, Michelle is fighting stage 4 breast cancer all while at the young age of 37. She is an advocate for breast cancer and has been quoted as saying “I do not want to waste my cancer.” Her testimony would be powerful for your female readers and reiterate the importance of self-examinations and awareness. I can assure you the full cooperation of Susan G. Komen and what information we know, along with Michelle Bynum. We are willing to work with you in any way possible to allow this story to happen. I will call you on Thursday, April 1, to see if I can help you with a story on Michelle Bynum and breast cancer awareness. But please feel free to contact me anytime at 512-923-3379. I look forward to speaking with you and thank you for your time and consideration. Sincerely, Jaclynn Fuller Public Relations Director
Susan G. Komen of Austin
3508 S. Lamar Suite 300
Austin, TX 78704 512.473.0900
March 29, 2010 Ms. Mary Anne Connolly Editor Austin Woman Magazine 1213 West 49th Street Austin, Texas 78756 Dear Ms. Connolly, Every year in central Texas, 850 women are diagnosed with breast cancer. Being diagnosed with breast cancer is a difficult to go through, but it is especially difficult when you are a young woman. The Pink Ribbon Cowgirls is a group of young breast cancer survivors organized and fully funded by the Breast Cancer Resource Centers of Texas. Somewhat of a social network, they provide a strong support system for young women affected by breast cancer, as well as comfort in a very difficult time. The group arranges girls’ night out evenings, speaker meetings, workshops, seminars and family-friendly activities. They address common questions that these women have concerning nutrition, fitness, fertility, careers and dating. The coordinator for young survival services at the Breast Cancer Resource Center, Runi Limary, was diagnosed with breast cancer at age 27. Limary is just one of the many advocates of this group with a personal story attached to it that just alone could be used as the focus of a feature piece. I know your magazine would be a great outlet for this story. Austin Woman has always been an advocate for breast health, as well as a sponsor in the Race for the Cure. Susan G. Komen is a big advocate of this group and provides significant funding to the Breast Cancer Resource Centers of Texas. This group makes a profound difference in these women’s lives; I believe it would be worth your time to look further into it as a feature piece. Thank you for your time and consideration. Sincerely, Courtney Campbell Public Relations Director
Komen wants your help By Jaclynn Fuller Susan G. Komen is working to grab the attention of women everywhere. Most of us know someone who has dealt with breast cancer. It could have been your mother, your sister, your best friend or any other female in your life. But the terrible truth is that breast cancer is the second most common form of cancer in women, second only to non-melanoma skin cancer according to the Center for Disease Control and Prevention. What help could Komen want from you? The one thing Komen asks of everyone is awareness. They push self-exams on all women since because breast cancer is not biased against age. Actually, breast cancer isn’t biased at all. Not against gender or race, age or class. It can affect anyone and everyone. Maybe surprising to you, is the fact that it can affect men. Even though it is a lot less common among males, it still happens, so men and women alike need to be aware of the signs and symptoms. The self-exams are simple and take almost no time at all. These simple exams are key for early detection since most women get breast exams only once a year, if not less. Learn how to do a self-exam here. Komen recommends that women get breast exams every three years starting at the age of 20 and every year starting at the age of 40. But it is the younger crowd who do not normally follow this advice. Komen is reaching out to young women everywhere to take precautions for their own health. The first weapon they are providing them with is knowledge but we need to help spread the word as far as we can. Knowledge is powerful. Learn more from their website at komen.org. Or visit Komen Austin’s website for information relevant to Austin and its surrounding areas at komenaustin.org.
Can Aspirin Reduce Risks of Breast Cancer Victims? By Brianna Mynar
It is well-known that there are several preventative measures for reducing the risk of getting breast cancer. Among the recommended measures are the limitation of alcohol intake, engaging in regular exercise, and maintaining a healthy diet abundant with fruits and vegetables. However, unbeknownst to many are which measures can be taken once diagnosed with breast cancer. While the thought of having little control over your own destiny is a frightening one, a new revelation may help to ease this fear in breast cancer victims. Last month, The Journal of Clinical Oncology revealed an interesting discovery regarding this questionable topic. A series of studies conducted provided them with results that have led them to conclude that aspirin may actually reduce the risk of breast cancer recurrence and death among women who are at least one year beyond a diagnosis of early stage breast cancer. The aspirin referred to in the study are any drugs that can be qualified as non-steroidal anti-inflammatory, or NSAIDS. Aspirin and ibuprofen are two types of NSAIDS commonly used to reduce inflammation and relive pain. The results of the study suggested that these drugs may have the ability to reduce breast cancer growth. In fact, the study showed that the risk of death of women who took aspirin two to five times a week was a shocking 71 percent lower than the risk of death for women who did not take aspirin regularly. However, it is important to remember that like other treatment options, there are risks associated with regular aspirin use. So don’t forget to talk with your doctor to be sure that you are aware of the risks involved. Visit the Susan G. Komen for the Cure website to learn about other treatment options for different types of breast cancer and much more.
It takes $125 to challenge breast cancer March 1, 2010 Posted by Courtney Campbell Today is the day to beat breast cancer! Susan G. Komen for the Cure reports that 200,000 women will be diagnosed with invasive breast cancer this year in the United States. Here in Texas for every 100,000 women, 116 will develop this potentially deadly disease. For a lot of us, breast cancer has hit close to home. It is time to get the women of the 512 to not give breast cancer the chance to steal another loved one away. The Austin affiliate for Susan G. Komen for the Cure is trying to get the word out to the women of central Texas about the significance mammograms. Ladies, screening is so important to early detection of breast cancer and the chances of survival if diagnosed. Regular screening can be hard on the wallet, but there are options out there that help those that cannot afford mammograms as recommended. Central Texas has awesome support services for low-cost or even no-cost screening. The donations made to Susan G. Komen of Austin help to fund these organizations that provide these screenings as well as other services like transportation to the appointment. That’s right, your donations made during Austin Race for the Cure and other local events are contributing directly to the possible survival of your neighbors. That is why it is important for you to take the Komen One Twenty Five Challenge. The average cost of a mammogram according to
Breast Cancer: It Can Happen to You
FEBRUARY 28, 2010 / 8:00 PM POSTED BY COURTNEY YOUNG, COMMUNICATIONS OFFICER Like many other young women, as a 20-year-old college student the last thing on my mind is breast cancer. It seems that a likely excuse for most young women’s lack of awareness of the risks of breast cancer comes from the age-old “that could never happen to me” invincible mentality. The truth is, it can happen to you. According to the Susan G. Komen for the Cure Foundation, over 250,000 women under the age of 40 are living with breast cancer and many of these women found out they had cancer while in their 20s. These women probably thought it could “never happen to them” either. The harsh reality is that the biggest risk factor for breast cancer is being a woman and EVERY woman is at risk. This is why the Susan G. Komen for the Cure Foundation strongly encourages women to start getting clinical breast exams at least every 3 years starting at the age of 20. The foundation also pushes women perform breast self-exams every month and to pay attention to what is normal for your body. For 26-year-old Natalia Hernandez life was like most girls’ in there 20s, one big party. She never thought she would get breast cancer. Even after finding a lump in her breast, which she at first ignored, and then a doctor dismissed due to her age. Then she found out that she had stage 4 Breast Cancer. Most of the time a lump or breast change is not cancer, but it is better to be safe than sorry and get a doctor to run the tests needed to make sure. The Susan G. Komen Foundation has really opened
Local Susan G. Komen Affiliate Challenges for Charity 125 Challenge provides a way to help women obtain mammograms April 13, 2010: 11:00 a.m. News Facts:
The Susan G. Komen Austin Affiliate is encouraging Austinites to take the “125 Challenge” and donate $125, the value of a life-saving mammogram.
Of 628 Hispanic women surveyed, 202 reported that they had not had a mammogram in the past two years. These women are 40 and older and make up 30 percent of our service area.
In 2009 and 2010, demand for services outstripped Komen Austin’s ability to provide them.
The mobile mammography unit had to cut 20 locations out of its schedule, and more women are calling the office needing free screenings.
Many Austin women have lost their insurance due to the economy.
There are 473,140 women between the ages of 20 and 65 in the Austin area, and approximately 841 will be diagnosed with breast cancer this year.
Direct correlations between economic status and the overall health of populations have been repeatedly proven in studies.
The breast cancer mortality rate in Travis, Bastrop and Caldwell counties is higher than the average rate in Texas.
Quotations:
“Our goal this year is to highlight that the more mammograms we supply, the more cancer we will catch at a phase where the odds are stacked in the person’s favor.”—Heather Alexander, Development Director for Susan G. Komen of Austin
“Last year 1,300 people participated, we hope that we can get 2,000 to participate this year.”—Maura McDermott, Community & Volunteer Services Coordinator for Susan G. Komen of Austin
Related Links:
Learn about or take the 125 Challenge Today!
Learn more about resources available to central Texas women.
For More Information: Courtney Campbell Director of Media Relations 512-423-0577 [email protected]
Public Service AnnouncementPublic Service Announcement
Title: PSA for Susan G. Komen Austin Affiliate Sponsor: Susan G. Komen Austin Affiliate Length: 30 seconds Air Dates: Spring 2010 SFX: Play segment of “My Humps” by Fergie VO1:
VO2:
SFX: End of “My Humps” – “Check it out!”
Keep your lovely lady lumps cancer-free. An estimated eight hundred fifty women will be diagnosed with breast cancer in Central Texas this year. Getting regular screening tests is the best way for women to lower their risk of dying from breast cancer.
Susan G. Komen of Austin offers resources for free or low-cost mammograms for women who qualify. Visit www.komenaustin.org for more details on breast cancer awareness and your local affiliate.
Courtney Campbell – [email protected]
Rebecca Dobyns – [email protected]
Jaclynn Fuller – [email protected]
Brianna Mynar – [email protected]
Ashlyn Webb – [email protected]
Courtney Young – [email protected]
Thank you for working with us and reviewing our plan. We have enjoyed working with the Susan G. Komen
Austin Affiliate this semester. Please feel free to contact us with any questions.
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