1. Think Pink Sponsorship Social 5 1 2 communications

5. 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. Background

7. Priority 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.

13. Tactics 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.

24. March 31, 2010 Ms. Mary Anne Connolly Editor Austin Woman Magazine 1213 West 49 th Street Austin, 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 Mynar Public Relations Director Susan G. Komen of Austin 3508 S. Lamar Suite 300 Austin, TX 78704 512.473.0900

29. 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 .

34. Public Service Announcement