Wear A Wig

Event Overview The Council of Fashion Designers of America will be hosting Wear A Wig, a fashion runway show sponsored by the American Cancer Society. The show will include models wearing wigs in efforts of raising awareness for women who may have lost their hair due to cancer. In addition to the models, the show will include an appearance by Giuliana Rancic, host of E!News and breast cancer survivor. Walking the runway will be regular women, models, local actresses, local designers, and others in the public eye. The show will include women who have or have had cancer in addition to any woman interested in bringing support and awareness to the disease and its ability to be defeated. Real women walking in the show will further emphasize our notion that wigs are a fashionable everyday look which anyone can wear. Wear A Wig will take place April 27, 2013 at the Maxcy Gregg Park outside of the Five Points entertainment district in Columbia, S.C. Maxcy Gregg Park includes a cancer survivor's garden, arbors, a labyrinth, and benches. The focal point of the park is a group of eight life-size bronze figures passing through a maze of doorways that compose cancer. The five figures heading toward the maze, which symbolizes cancer treatment, wear fearful yet optimistic expressions. The three who have passed through the maze laugh with the joy of a new life. We think this atmosphere along with tents, music, and vendors will provide a great Saturday afternoon show for anyone interested in promoting healthiness and happiness. All those in attendance of the show will be urged to submit a contribution to the American Cancer Society, of any and all sizes. This is done in efforts to enhance the likelihood of finding a cure for cancer. Wigs worn in the show will be provided by the Wig Emporium of Columbia. At the end of the night, the wigs worn by those who walked the runway will be auctioned off, with all proceeds going to the American Cancer Society. The show will promote designs from members of the CFDA and local stores such as La Roque, Pout, and HandPicked. Attendees will be able to purchase any clothing or wigs seen in the show at the vendors surrounding the event with all proceeds of sales going towards the American Cancer Society. The main purpose of Wear A Wig is in efforts of raising cancer awareness for not only women, but all those who are or have suffered from it. The CFDA hopes to also increase the confidence of those who suffer from cancer or have lost their hair due to cancer. The wigs showcased in the show will be targeted to women, and men, who may be worried that their appearance has been diminished due to cancer. The wigs are used to inform these women that hair can be used as a fashion accessory, only meant to enhance and highlight the beauty that is undoubtedly within each woman. Lastly, in hosting Wear A Wig, we hope to provide the American Cancer Society with the funds needed to defeat cancer once and for all.
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! The targeted demographic for show attendees will be wealthy persons who may or may not be in the public eye and women, ranging in ages from 13 and older. We hope to specifically attract Columbias elite group of residents, in hopes of increasing the amount of donations that are given to the American Cancer Society as a result of the show. Most specifically targeted are those who have been or are currently affected by breast cancer. The show will also be likely to attract any and all people who are interested and have a love of fashion and beauty. ! The primary goal of CFDA in promoting this fashion show is to provide as much monetary donation to the American Cancer Society as is possible, so that an end to cancer will be nearer than is at present. To make Wear A Wig successful, we hope to find as many models, of any and all ages, to walk in the show. These women will be showcasing how cancer does not define the women and men that it inhabits. Rather, the inner spirit of these people can be enhanced through the use of wigs and fashionable accessories; most importantly, the light that shines through their smiles as they walk down the runway.

Client Overview American Cancer Society Columbia Office (SC) 128 Stonemark Lane Columbia, South Carolina 29210 Phone: (803) 750-1693 Hours: 8:00 a.m.- 5 p.m. National Mission of the American Cancer Society: ! The American Cancer Society is the nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service. International Mission of the American Cancer Society: ! The American Cancer Societys international mission concentrates on capacity building in developing cancer societies and on collaboration with other cancer-related organizations throughout the world in carrying out shared strategic directions. Competitors of the American Cancer Society include, but are not limited to: 1. American Association for Cancer 2. American Institute for Cancer Research 3. National Cancer Institute 4. National Foundation for Cancer Research Competitors in Columbia Market of the American Cancer Society include: 1. The Cancer Research Center of the University of South Carolina 2. SC Mountains to Midlands affiliate of Susan G. Komen 3. Palmetto Health Cancer Center 4. South Carolina Cancer Alliance Services of the American Cancer Society include: The American Cancer Society is available 24 hours a day, seven days a week, by phone at 1-800-227-2345 (free of charge) or online at cancer.org. Help with appearance-related side effects of treatment Provide patients with rides to treatment Provide lodging for treatments Products for hair loss and mastectomy surgeries
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 Breast cancer support Prostate cancer support Cancer education classes Online community network Objectives of the American Cancer Society include: Helping the patient stay well Helping the patient get well Finding cures Fighting back to defeat cancer Providing access to care Relationship between the Council of Fashion Designers of America and the American Cancer Society: ! CFDA will have a partnering relationship with the American Cancer Society. The American Cancer Society will want CFDA to bring awareness to their cause and bring them patients that they may or may not already have. The American Cancer Society brand will undoubtedly be enhanced through their connection with a highly influential fashion group such as CFDA. By pairing fashion with a highly noted society known for research, aid, and defeating cancer; the American Cancer Society will extend their reach of audience as well as enhance their image.

Public Relations Plan Step One: Research ! Wear A Wig is in efforts of raising awareness and funding toward finding a cure for cancer. In aid of this, the client of the Council of Fashion Designers of America for this event is the American Cancer Society. The American Cancer Society was originally established in 1913 as the American Society for the Control of Cancer (ASCC). The originating founders hoped to raise awareness of cancer during a time when the disease was a near automatic death sentence. One of their first publications, Campaign Notes, was a monthly bulletin of educational cancer information, in hopes of informing the public of what the disease was, and what they could do to combat it. ! The original logo of the American Cancer Society was founded in 1928 from a nationwide poster contest sponsored by the ASCC and the New York City Cancer Committee. Winner of the contest, George E. Durant, chose the symbol of a sword. Durant chose the sword to convey the crusading spirit of the movement to control cancer. The handles of the sword are seen as twin-serpent caduceus to indicate the medical and scientific nature of the work done by ASCC. Evolving with time, the current logo of the American Cancer Society is an image of a flag, representing a soon victorious fight in uniting against and preventing cancer. ! Today, the American Cancer Society is the largest voluntary health organization in the United States. The society provides enormous amount of physical, psychological, and emotional help to those suffering with cancer, as well as cancer survivors. By providing information to prevent cancer at its earliest, most treatable stage, the American Cancer Society vow to keep individuals healthy. The society provides those suffering with cancer with information services and community programs, giving current and accurate information to those with questions about the disease. Most importantly, the society is funding and conducting groundbreaking research to provide better cancer prevention, as well as a cure for cancer. By working with and through lawmakers, the American Cancer Society is passing laws to rally worldwide publics to defeat cancer. Lastly, the American Cancer Society works to ensure every individual has access to needed health care, to help them stay healthy. ! As The Official Sponsor of Birthdays, the American Cancer Society is known nationally and globally for their work in educating, preventing, and curing different forms of cancer. The society is a nonprofit organization with a Board of Directors who govern policy, and over three million volunteers. The American Cancer Society Patient Navigator Program provides cancer patients with locations to the societys 140 hospital and treatment centers across the United States. The program served over 90,000 individuals and satisfied over 157,000 cancer service requests in 2011. ! Less than one percent of the American Cancer Society revenues are from the government; the majority of the hundreds of millions of dollars used annually to fight cancer are raised through donations. By being almost entirely publicly held and run, the American Cancer Society makes a commitment to report their most recent financial status annually. ! As a nonprofit organization whose hope is to prevent and find a cure for cancer, the competitive environment surrounding the American Cancer Society is a friendly one. Nationally, the societys main competitors include the American Association for Cancer, the American Institute for Cancer Research, the National Cancer Institute, and the National Foundation for Cancer Research. On a local level, the American Cancer Society also has competitors in the area specifically in Columbia, SC. These competitors include the Cancer Research Center of the University of South Carolina, the South Carolina Mountains to Midlands affiliate of Susan G. Komen, the Palmetto Health Cancer Center, and the South Carolina Cancer Alliance.
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! The American Cancer Society serves to provide individuals of all ages, genders, ethnicities, etc. in need of cancer education, prevention, and treatment. The American Cancer Society provides specified resources to each type of cancer prevention and treatment from adrenal cancer to Wilms tumor; as well as extensive support for more widespread types of cancer such as breast cancer, colon/rectum cancer, skin cancer, lung cancer, and prostate cancer. Though the demographics of a person diagnosed with cancer are not concrete, an individuals likelihood of developing cancer is increased if the disease runs in their family, are subject to an increased amount of tobacco and other carcinogens, are subject to increased amount of sun and UV exposure, are subject to increased amount of radiation exposure, are overweight or obese, or use an elevated amount of alcohol. ! The geographical structure of the society includes a central corporate office in Atlanta, Georgia in addition to 12 regional supporting offices with over 900 local offices in those regional districts. Specifically, the American Cancer Society Columbia office is located at 128 Stonemark Lane. ! The American Cancer Societys mission is twofold: one national and one international. The national mission is: The American Cancer Society is the nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service. The American Cancer Societys international mission concentrates on capacity building in developing cancer societies and on collaboration with other cancer-related organizations throughout the world in carrying out shared strategic directions. The main goals of the society include staying well, getting well, finding cures, and fighting back by passing laws which help to fight cancer. Step Two: Planning ! For Wear A Wig to be most successful, it is imperative that the main publics of the American Cancer Society are communicated to and participate in the event. Though the American Cancer Society addresses all individuals who are affected by any type of cancer, CFDA chose to target a much more distinct group in individuals who are affected specifically by breast cancer. In doing this, we will be able to more easily narrow our targeted aim at women, who are more likely to be interested in fashion and beauty. Though we concede that all individuals affected directly and indirectly by breast cancer are not women, we predict that women will be more likely than men to respond to an event related to aiding in breast cancer research and prevention. ! These publics include breast cancer survivors, mothers of breast cancer survivors, friends and family of breast cancer survivors (anyone affected in any way by breast cancer), women who currently have breast cancer, girls (ages 34 and younger), women (ages 35-70), and senior women (ages 70 plus). Publics we are targeting in the media include The Wig Emporium, LaRoque, and WMHK radio. To inform these groups of individuals to attend Wear A Wig and donate to the American Cancer Society, CFDA has established attitudinal, behavioral, and output objectives. ! In Public Relations Cases, it is stated that attitudinal objectives include forming new attitudes where none exists, reinforcing existing attitudes, or changing existing attitudes (Hayes, Hendrix, and Kumar). First, we want to inform each of these publics of the need for cancer research and prevention. We hope to create within these publics the awareness that there is a need for increased attention to breast cancer and other types of cancer treatments. By collaborating and establishing both the event Wear A Wig and establishing the partnering relationship between CFDA and the American Cancer Society, we hope to form a new attitude in the individuals within these publics that more attention should be given to cancer awareness and prevention. By using news releases sent to The State, Columbia Star,
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Free Times, Lexington Woman, Lexington Life, Skirt Columbia!, and Columbia Metropolitan we hope to target breast cancer survivors, mothers of breast cancer survivors, friends and family of breast cancer survivors, women who currently have breast cancer, and women ages 35 and older. By using news releases sent to WVOC, WMHK, WWNU, WLXM, WCOS, WNOK, WISTV, WLTX, ABC Columbia, and WACH FOX we hope to target each of the previous publics in addition to girls younger than 35. We will also reach each of these publics by taking advantage of social media by contacting Experience Columbia Facebook, Town of Lexington, SC Twitter, Columbiasc Instagram, News 19 Columbia SC Pinterest, and ABC Columbia Twitter through news releases. Those who are currently suffering with breast cancer will also be made aware of Wear A Wig through pamphlets and notices run by the Palmetto Health Hospital, which we will obtain through a sent press release to the hospital. Lastly, we will send press releases to the online communities of Columbia SC Famously Hot, Junior Womens Club, Columbia Style Week, Carolina Bloggin, and the Greater Lexington Chamber and Visitors Center. ! Through targeting breast cancer survivors, women who currently have breast cancer, and those affected by breast cancer, we will be able to reinforce the notion that cancer prevention and awareness is needed in order to successfully beat the disease. It is likely that these groups of publics have already formed a strong existing attitude toward cancer, and we hope to reinforce the hope that we can find a cure. We also want to assure these groups of publics that a cure can be found, no matter how discouraging the disease may be to those who are affected by it firsthand. By targeting women ranging in ages from 70 and below, we want to convince these publics that something can be done to target and defeat cancer. It is possible that the publics targeted who are neither directly nor indirectly affected by cancer could see the disease as a probable death sentence. We want to change these attitudes by educating and informing these individuals of the research, treatments, and cures being found every day by the American Cancer Society. ! Two crucial aspects of our behavioral objectives for these publics is to make a donation to the American Cancer Society and increase the awareness of cancer and cancer prevention. The publics who have not been directly or indirectly affected by cancer are more likely to have not made any type of monetary donation to the American Cancer Society or other cancer foundation. We want to establish a new behavior with these individuals by convincing them to buy a ticket to Wear A Wig, thus providing the society with new funds to use for research and finding a cure. Women who currently have breast cancer, breast cancer survivors, and those affected by breast cancer are more likely to have already made a donation to the American Cancer Society. We hope to reinforce these actions by persuading them to come to Wear A Wig and participate in defeating cancer through education and donation. If any of these publics, specifically those directly affected by breast cancer, are currently or have in the past donated to one of the American Cancer Societys competitors, we hope to change that behavior. We hope to establish a rememberable relationship between these publics and the American Cancer Society, so this society is the one they choose to send their donations to toward finding a cure for cancer. ! Our output objectives will be if the news releases sent to each of our distribution resources including newspaper, radio, television, online calendars, and social media are successfully put into publication so that our publics will capable of seeing or hearing them. We also want to contact the Wig Emporium, LaRoque, and WMHK for direct collaborations for the event. By sending a press release, as well as engaging in phone and email conversations, with the Wig Emporium about the show, we hope to persuade them to donate wigs for the models to wear. By doing similarly with LaRoque, we hope to persuade AnnaBelle LaRoque to donate clothes for the models to wear. Lastly, we hope to contact WMHK through a news release so that the fashion show will be abled to be aired live, in aid of increasing the donations made to the American Cancer Society.
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Step Three: Communication ! Though there is no concrete theme to Wear A Wig, we want to promote an energetic, fun, and rehabilitating atmosphere for the women who are coming to the show to get away from the troubles that cancer, and life can bring. The central focus of the show will be the use of wigs as a fashion accessory for women with cancer, or any woman, to use to boost their spirits and make them feel both fashionable and beautiful. In addition, the shows logo includes a black hair bow to remind women how using hair and fashion accessories can lift their spirits, and give them hope of feeling beautiful despite being affected by cancer. The wigs used in the show will range from the shortest to the longest cut of hair, to satisfy the models perceptions of how they feel most beautiful. We want to reinforce the notion that hair is simply a fashion accessory, that is used to enhance a womans already beautiful image. The range of clothes worn in the show will be on both sides of the formal spectrum; there will be formal attire, casual attire, beach attire, and more. In using a range of fashion clothing options, it will enforce the notion that wigs can be worn with anything, at any time. All of these aspects centered around the main focal point of wigs work to create a theme that will leave the women who attend Wear A Wig to feel revitalized and rejuvenated in their own skin. ! By using a celebrity appearance in the fashion show, we hope to entice more women to attend and be interested in donating to the American Cancer Society. Giuliana Rancic will not only entice people to attend and donate by use of her noted celebrity status, but also through her credibility as a breast cancer survivor. Additionally, we plan to take advantage of guerrilla marketing by creating an online video promoting Wear A Wig with Rancic as the voice behind the camera. By launching it on YouTube, we hope that the video will be successful in reaching the majority of the individuals in our publics, specifically girls (35 and younger), women (35-70), those affected by breast cancer, breast cancer survivors, and women who currently have breast cancer. Lastly, we will use our personal finances to create black hair bows similar to the one used in the logo of Wear A Wig, which have an embroidered emblem with the event name. By distributing these bows in highly populated areas throughout the Columbia area, Lexington, Calhoun, and Richland counties we will be likely to reach more individuals within each of our publics to become aware the shows existence. We will hand out the majority of the bows at LaRoque, Pout, and HandPicked, all boutiques who have been contacted through previous news releases. Lastly, we will distribute the bows at various restaurants in our three surrounding counties from midday through later in the night to reach both groups of women who are on a work related lunch break, to women at dinner with their families at night. ! To contact newspapers, radio stations, magazines, online calendars, and established social media websites we plan to use news releases. We hope to obtain a feature story on at least one of each of these different types of media so that we can ensure that all of the individuals in each of our publics have been reached. On our website www.cfda.com, there will be a link to go to the events Wear A Wig homepage. On this page, the viewer will be able to access the event fact sheet as well as an extensive overview of the event. We will also make available a photo of Rancic, and a brief biographical write up of overcoming her struggle with cancer. On the website will be a link to view the video that will be initially launched on YouTube. The video will include Rancic as the host voice giving viewers a background of what the show will be, as well as interviewing promoters of the show, including CFDA President Diane von Furstenberg and LaRoque Creative Designer AnnaBelle LaRoque. We hope that by using a wellrounded amount of various techniques and sources of media, we will effectively reach each of our publics, informing them about the upcoming show and persuading them to attend and donate to the American Cancer Society.

Step Four: Evaluation ! In efforts of maintaining that the attitudinal, behavioral, and output objectives were all met and successful in their intention and implementation, we will use quantitative and qualitative surveys and analyses. These surveys will be distributed after Wear A Wig has been completed, beginning on April 30 through May 14 at each of the fashion and beauty boutiques used in the show. This will give show participants, collaborators, and partners enough time to reflect on how the show was or was not successful. ! Our three attitudinal objectives for the event were (1) create a new, insightful awareness of cancer within the publics who do not have one already, as well as its availability of treatments and prevention, (2) reinforce the awareness that cancer patients, survivors, and those affected by cancer already have, and (3) change the attitude among publics who may feel that cancer is an unbeatable disease, with the notion that when met head on through the research of the American Cancer Society, cancer can and will be defeated. We will ensure that these objectives were most effectively communicated through satisfaction surveys. The majority of questions in these surveys will pertain to if the individuals awareness increased as a result to Wear A Wig, and if the individual believed the show was a success in uniting women through fashion and beauty against cancer. ! Our three behavioral objectives for Wear A Wig were (1) encourage individuals who have never donated to the research and prevention programs of the American Cancer Society to do so, (2) encourage individuals who are already donating to the American Cancer Society to continue their donations, and (3) if individuals are donating to a society competitor, convince them to begin making their donations to the American Cancer Society. We will also maintain that these behaviors were met through the satisfaction surveys. These questions will ask if the individual made a contribution to the American Cancer Society as a result of Wear a Wig, if they had ever previously made a donation to the American Cancer Society, and if they had ever made a donation to a cancer foundation other than the American Cancer Society. ! In measuring our output objectives, we will be able to quantify whether our news releases were published, or made public by the source of media outlet. We hoped to be published in at least one of each in the different types of media represented in our distribution list. These included newspapers, magazines, radio stations, online calendars, and social media websites. If we were successful in this, our output objectives would have been met. Additionally, we will be able to count the number of hits that the Wear A Wig page on CFDAs website obtained, as well as the number of hits the event video on YouTube received. Lastly, we will be able to quantify the number of donations that were given to the American Cancer Society as a result of Wear A Wig. Our goal for the show is to raise $10,000 in donations to the society from ticket sales, wig sales, clothing sales, and accessory sales. If this goal has been met after the shows conclusion, we will have succeeded in our attempt to raise both the awareness and the funds needed to hopefully become closer to bringing an end to cancer.

CONTACT:

Council of Fashion Designers of America 65 Bleecker Street, 11th Floor New York, NY 10012 www.cfda.com Rachel Rucker Director of Public Relations (803) 873-1887 ruckerrl@email.sc.edu

FOR IMMEDIATE RELEASE: April 22, 2013 CFDA fashion show wiggin to beat cancer COLUMBIA - The Council of Fashion Designers of America, the leading name in high fashion, will host Wear A Wig, a fashion runway show benefitting those affected by cancer, at Maxcy Gregg Park April 27, with all proceeds going to the American Cancer Society. Wear A Wig will feature wigs donated by The Wig Emporium of Columbia. Local fashion designs will also be featured in the show with the models wearing tops, skirts, and dresses donated to the American Cancer Society by LaRoque. Its important for women to remember that fashion is about having fun, said CFDA President Diane von Furstenberg. Wigs are an every day accessory for a woman with cancer, or any woman, that will bring out the real light that shines from inside them. Walking in the show will be local models from Millie Lewis Modeling Agency Columbia, as well as real, every day women who are or have been affected by cancer. The event will air live on 89.7 WMHK radio. In aid of CFDA, WMHK will be taking all donations that listeners would like to donate to the American Cancer Society. Guests will peruse tents from local fashion and beauty boutiques such as LaRoque, Pout, HandPicked, and The Wig Emporium. All accessories used in the show will also be available for purchase, with the sale proceeds going to the American Cancer Society. Tickets to Wear A Wig will be made available to anyone with a desire to make a donation to the American Cancer Society. They will be available for purchase at the opening gate. Maxcy Gregg Park will be closed to the public and open only to guests with tickets to the show beginning at 3 p.m. The main fashion show will start at 6 p.m. For more information please contact CFDA Director of Public Relations Rachel Rucker by phone at (803) 873-1887 or by email at ruckerrl@email.sc.edu. ### The Council of Fashion Designers of America, Inc. is a not-for-profit trade association whose membership consists of more than 400 of Americas foremost womenswear, menswear, jewelry, and accessory designers. The CFDA Foundation, Inc. is a not-for-profit organization, created to raise funds for charity and industry activities. The CFDA Columbia branch was created to enhance the image of the real woman, by increasing and promoting her health and well being. CFDA does this by establishing innovative ways in which women can use fashion to see themselves in a more positive light.

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CONTACT:

Council of Fashion Designers of America 65 Bleecker Street, 11th Floor New York, NY 10012 www.cfda.com Rachel Rucker Director of Public Relations (803) 873-1887 ruckerrl@email.sc.edu

FOR IMMEDIATE RELEASE: April 22, 2013 Host of E! News to appear at CFDAs Wear A Wig COLUMBIA - Breast cancer survivor, Giuliana Rancic, will walk in the Council of Fashion Designers of Americas wig fashion show at Maxcy Gregg Park April 27. Rancic was diagnosed with breast cancer in October 2011, forcing her to undergo a double mastectomy in December. Now cancer-free, Rancic desires to let women affected by cancer know how a little fashion and beauty can boost their spirits. Being diagnosed with cancer has to be one of the worst things someone ever has to go through, said Rancic. Its really important that women dont lose whatever they need to make themselves feel beautiful, inside and out. All proceeds of CFDAs Wear A Wig fashion show will go to the American Cancer Society. The purpose of the show is to increase cancer awareness and enhance the images of women with cancer. Showcased in the fashion show will be wigs from the Wig Emporium, which will be donated after the show in support of the American Cancer Society. Others walking in the show will be local models and every day women affected by cancer. Tops, skirts, and dresses showcased will be donated by the Columbia fashion boutique, LaRoque. Wear A Wig will feature fashion and beauty tents from LaRoque, Pout, HandPicked, and The Wig Emporium. The event will be broadcast on WMHK radio, with a live call-in feed for listeners to make donations to the American Cancer Society. Tickets to the show will be made available by a donation to the American Cancer Society, which can be made at the gate. Maxcy Gregg Parks gates will be open only to guests of the show beginning at 3 p.m. The show will start at 6 p.m. For more information please contact CFDA Director of Public Relations Rachel Rucker by phone at (803) 873-1887 or by email at ruckerrl@email.sc.edu. ### The Council of Fashion Designers of America, Inc. is a not-for-profit trade association whose membership consists of more than 400 of Americas foremost womenswear, menswear, jewelry, and accessory designers. The CFDA Foundation, Inc. is a not-for-profit organization, created to raise funds for charity and industry activities. The CFDA Columbia branch was created to enhance the image of the real woman, by increasing and promoting her health and well being. CFDA does this by establishing innovative ways in which women can use fashion to see themselves in a more positive light.

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Letter to the Editor Wednesday, April 10, 2013 The State

To the Editor: Two out of three people diagnosed with cancer today will survive. Could you imagine if it were three out of three? One of those people shouldnt have to be left standing alone. One in every three women will be diagnosed with some form of cancer in their lifetime. In a 2012 study by the American Cancer Society, women have a one in five chance of dying from cancer. These women should no longer simply be recorded and written off as statistics to a brutal and vicious disease. These women are daughters, sisters, mothers and friends. In honor of April being American Cancer Society month, I want to shed light on how the ever dreaded c-word is being fought harder today than would have ever been thought possible. Cancer is no longer a disease which is an automatic death sentence. It shouldnt have to be dreaded and worried over by so many people in todays world. We must meet cancer head-on, and help the American Cancer Society in their fight. Since the early 1990s, the United States has seen a 20 percent decline in deaths caused by cancer. This fall is a direct response to the research being done by the American Cancer Society. Their research, however, cannot continue on an unfunded basis. Mine and your donations are what fuel the American Cancer Society to beat cancer once and for all. The Council of Fashion Designers of America is hosting Wear A Wig, a wig fashion show, on April 27 at Maxcy Gregg Park to benefit those suffering and affected by cancer. A donation to the American Cancer Society will purchase your ticket to the groundbreaking fashion show. Make it an obligation to put your life and the lives of your family above the disease that has brought ends to too many lives already. Lets stand strong, and make three out of three the statistic that were proud of. Lets finish the fight.

Rachel Rucker 119 Melody Lane (803) 873-1887

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Wear A Wig
WHAT
Wear A Wig is a runway fashion show hosted by the Council of Fashion Designers of America, CFDA, showcasing of-the-moment wigs and hairpieces, as well as fashionable apparel. Partnering with CFDA is the American Cancer Society. Appearing in the show will be Giuliana Rancic, host of E! News and breast cancer survivor. Walking the runway will be models, celebrities, and everyday women showcasing how wigs are an everyday fashion piece that can enhance appearance and showcase the most beautiful side of you. There will be vendors from LaRoque, The Wig Emporium, Pout, and HandPicked for attendants to peruse before and after the shows conclusion. All items used in the show will also be available for purchase after the show.

WHO

It is urged that all attendees of the show make a donation to the American Cancer Society. These donations can be as small or as large as those in attendance see needed. All proceeds donated will be put straight into the hands of the American Cancer Society, bringing us one step closer to finding a cure for cancer. Any and all are welcome to attend.

WHEN & WHERE

April 27, 2013! ! ! 3 - 9 p.m.! ! ! ! Maxcy Gregg Park (Five Points) Columbia, SC 29205

! !

! !

Live on 89.7 WMHK from 6 - 8 p.m.

WHY

The purpose of the show is to bring awareness to those suffering and surviving cancer everyday. The wigs and fashion used in the show are meant to inform those suffering with hair loss due to cancer that wigs can be used as pieces to enhance their beauty. CFDA hopes to provide the American Cancer Society with as much monetary support as possible in efforts of finally defeating cancer.

CONTACT

For more information on Wear a Wig or CFDA please contact: Rachel Rucker CFDA Public Relations Director (803) 873-1887 ruckerrl@email.sc.edu

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WIS-TV Columbia

Television

m, facebook:www.facebook.com/ website:http:// pages/Lexington-Womanwww.lexingtonlifemagazine.com Magazine/129787344814? website:http://columbia.skirt.com id=129787344814&sk=info facebook:https:// website:http://columbiametro.com, www.facebook.com/pages/skirtfacebook:www.facebook.com/ airs Sundays at 10 a.m. , facebookColumbia/110653662286498? ColumbiaMetro, https://www.facebook.com/ ref=ts&fref=ts, Twitter:https:// twitter:@columbiametmag WIS10?ref=ts&fref=ts, twittertwitter.com/skirtcolumbia https://twitter.com/wis10

WLTX Columbia News Director Marybeth Jacoby 803.647.0231 n/a

Television

mjacoby@wltx.gannet.com

website:http://www.wltx.com/, Facebook:https:// www.facebook.com/WLTXNews19, Twitter: https://twitter.com/wltx, Instagram:http://instagram.com/ news19_wltx?ref=badge

ABC Columbia Columbia News Director Chrysty Vaughn

Television

803.754.7525

n/a

eyewitnessnews@wolo.com
n/a n/a

WACH FOX Columbia Columbia Columbia n/a Local talk, issues and opinions College Radio n/a Jonathon Rush/Kelly Nash Kate Appelbaum

Television

803.252.5757 803.978.9862 803-777-7172

website:http:// www.abccolumbia.com/, Facebook:http:// www.abccolumbia.com/, Twitter:https://twitter.com/ abc_columbia Website: midlandsconnect.com facebook:https:// www.facebook.com/wachfox, twitter:https://twitter.com/wachfox 803.256.5255 803-777-7866 Kev@wvoc.com Wuscpad@sc.edu M-F 3-6 p.m. URL:http://wusc.sc.edu/, Twitter:twitter.com/WUSC, Mondays, 10:45-12:00; Tuesda

WVOC-AM WUSC-FM

Radio Radio

WMHK-FM Columbia

Radio

Family Friendly Radio (Early Afternoon host) Jeff

800-996-7223

803-714-0849

jeff@wmhk

1p.m.-3p.m. URL:wmhk.com Facebook:www.facebook.com/ 897WMHK Twitter:https:// twitter.com/897wmhk, Youtube:youtube.com/user/ 897WMHK

WWNU-FM Columbia

Radio

Hometown Radio

Mike Allen

803-753-6805

803-753-6806

M-F 9a.m.- 5p.m. URL:thepalmfm.com, Facebook:facebook.com/ 921ThePalm, Twitter:twitter.com/ Mike@hometowncolumbia.com 921thepalm

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WLXM-LP-FM

Radio

Lexington

live and local

Michael Willis

803-917-0458

disconnected until move finishes mike@lakemurryradio.com

24 hours, URL:lakemurrayradio.com, Facebook:facebook.com/pages/ 931-FM-Z-93-The-Lake/ 479941918684969, twitter:twitter.com/1079WLXM M-F 8:30 a.m.- 5:30pm URL: 975wcos.com, Facebook:www.facebook.com/ 975WCOSFM, Twitter:twitter.com/ wcosfm M-F 8:30AM-5:30PM Website:http://www.wnok.com/ main.html, Facebook:www.facebook.com/ 1047WNOK?ref=ts&fref=ts, twitter: https://twitter.com/1047WNOK

WCOS

Radio

Columbia

Country Music

LJ Smith

803-343-1115

803-748-9267

ljsmith@clearchannel.com

WNOK

Raido

Columbia

Pop

LJ Smith

803-343-1100

803748-9267

Ljsmith@clearchannel.com

Columbia SC (Famously Hot) Lexington Charity events Sally Kutyla n/a

Columbia, Richland &Lexington Tourism, events, sports counties Kim jamieson

803-545-0011 n/a

Junior Women's Club

Online Calendar Non-profit charity organization

Website:http:// www.columbiacvb.com/about/ contact-us/, Facebook:https:// www.facebook.com/columbiasc, Twitter:https://twitter.com/ columbiasc,Instagram:http:// instagram.com/columbiasc, kjamieson@columbiaauthorit Pintrest:http://pinterest.com/ columbiasc/ y.com website:http:// jwclexingtonsc.webs.com/ n/a website: columbiastyleweek.comFacebook: https://www.facebook.com/ ColumbiaStyleWeek?group_id=0, twitter:https://twitter.com/ colastyleweek

Columbia Style Week

Fashion Organzation/ Fashion blog Columbia Fashion Shows Buffy Singletary

n/a

n/a

n/a

University of South Carolina Online event blogs South carolina Online Calendar Online Calendar Social Media Social Media Statewide Statewide Lexington Calhoun

Department of Retailing Columbia

Ryal Curtis n/a Aada Rogers Chad Lowder

803-777-6491 n/a 803-359-6113 803-655-5650

n/a n/a 803-359-0634

Carolina Bloggin Greater Lexington Chamber and Visitors Center Calhoun County(chamber of commerce) Experience Columbia (Facebook) Town of Lexington, SC (Twitter)

education fashion, food, style, event reveiws Tourism, events, sports Tourism, events, sports Tourism, events, sports Tourism, events, sports

Website:http://www.hrsm.sc.edu/ administration.html, Facebook:https:// www.facebook.com/UofSCHRSM, twitter:https://twitter.com/ UofSC_HRSM rcurtis@mailbox.sc.edu carolinablogging@hotmail.co Website: http:// carolinabloggin.com/about/ m Website:www.lexingtonsc.org, Facebook: aida@lexingtonsc.org Website: www.calhounco.org chamber@calhounco.org Facebook:https:// www.facebook.com/ www.facebook.com/columbiasc @columbiasc CalhounChamber?fref=ts https://twitter.com/ TownLexingtonSC @TownLexingtonSC

http://instagram.com/ columbiasc http://m.pinterest.com/wltx/activity

News, Arts, Media News, Arts, Media News, Arts, Media Tourism, events, sports @abc_columbia http://foursquare.com/maxcy-gregg-park https://twitter.com/abc_columbia

Social Media Columbiasc (Instagram) Social Media News 19 Columbia SC (Pinterest) Social Media Maxcy Gregg Park (Foursquare) Social Media ABC Columbia (Twitter)

Statewide Statewide Statewide Statewide

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Publics Profile

Publics Profile Chart

Public What do you want this public to do as the result of your communications? We would want those who have survived Breast Cancer to attend our fashion show in support of survival and in support of women. Where does this public live? List the zip codes and the city. 29201 29205 Columbia, SC What do you know about this public that will be useful for your campaign? Breast Cancer survivors are mostly white women ranging in ages over 35 years old. They are proud, strong, and vary in occupation and hobbies. What media will reach this public? -Columbia SC (Famously Hot), Junior Womens Club, Columbia Style Week, Carolina Bloggin, Greater Lexington Chamber and Visitors Center -Pamphlets/notices run by Palmetto Health hospital -WVOC, WMHK, WWNU, WLXM, WCOS, WNOK -The State, Columbia Star, Free Times -Lexington Woman, Lexington Life, Skirt Columbia!, Columbia Metropolitan -WISTV, WLTX, ABC Columbia, WACH FOX -Experience Columbia (Facebook), Town of Lexington, SC (Twitter), Columbiasc (Instagram), News 19 Columbia SC (Pinterest), ABC Columbia (Twitter)

1. Breast Cancer survivors

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2. Mothers of Breast Cancer Survivors

We hope mothers of 29202 women who have been 29204 diagnosed with Breast Columbia, SC Cancer to attend our event in honor of their daughters and in support of defeating Breast Cancer.

Mothers of Breast Cancer survivors are of varied ethnicity and usually older in age. They are likely retired, thrifty in spending, and like to read the newspaper, magazines, etc.

-Columbia SC (Famously Hot), Junior Womens Club, Columbia Style Week, Carolina Bloggin, Greater Lexington Chamber and Visitors Center -Pamphlets/notices run by Palmetto Health hospital -WVOC, WMHK, WWNU, WLXM, WCOS, WNOK -The State, Columbia Star, Free Times -Lexington Woman, Lexington Life, Skirt Columbia!, Columbia Metropolitan -WISTV, WLTX, ABC Columbia, WACH FOX -Experience Columbia (Facebook), Town of Lexington, SC (Twitter), Columbiasc (Instagram), News 19 Columbia SC (Pinterest), ABC Columbia (Twitter)

3. Friends and family of Breast Cancer Survivors (Those affected by Breast Cancer)

We hope those close to women who have been diagnosed with Breast Cancer to attend our event in honor of their friend of loved one and in support of defeating Breast Cancer.

29201 29205 29072 29073 Columbia, SC Lexington, SC

This public could vary greatly in every demographic category. For young friends and family; it is likely that they dont have kids, watch popular television, and do things that are in the scene at the time. For older friends and relatives; there is a good chance that they do have kids, focus on family, and have little to no leisure time.

-Columbia SC (Famously Hot), Junior Womens Club, Columbia Style Week, Carolina Bloggin, Greater Lexington Chamber and Visitors Center -Pamphlets/notices run by Palmetto Health hospital -WVOC, WMHK, WWNU, WLXM, WCOS, WNOK -The State, Columbia Star, Free Times -Lexington Woman, Lexington Life, Skirt Columbia!, Columbia Metropolitan -WISTV, WLTX, ABC Columbia, WACH FOX -Experience Columbia (Facebook), Town of Lexington, SC (Twitter), Columbiasc (Instagram), News 19 Columbia SC (Pinterest), ABC Columbia (Twitter)

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4. Women who currently have Breast Cancer

We want women who are currently struggling with Breast Cancer to attend our fashion show in efforts of lifting their spirits and enhancing their morale, that their cancer can be overcome.

29201 29205 29072 Columbia, SC Lexington, SC

Women who have or have survived Breast Cancer are likely older than 35 years old, have kids, and probably have little leisure time. Its possible these women have Breast Cancer in their family, are overweight, and are older in age.

-Columbia SC (Famously Hot), Junior Womens Club, Columbia Style Week, Carolina Bloggin, Greater Lexington Chamber and Visitors Center -Pamphlets/notices run by Palmetto Health hospital -WVOC, WMHK, WWNU, WLXM, WCOS, WNOK -The State, Columbia Star, Free Times -Lexington Woman, Lexington Life, Skirt Columbia!, Columbia Metropolitan -WISTV, WLTX, ABC Columbia, WACH FOX -Experience Columbia (Facebook), Town of Lexington, SC (Twitter), Columbiasc (Instagram), News 19 Columbia SC (Pinterest), ABC Columbia (Twitter)

5. Girls (Ages 34 and younger)

We want girls to attend our fashion show to inform them of the struggle of Breast Cancer, as well as give them a positive outlook on how it can be overcome.

29201 29205 29072 29073 Columbia, SC Lexington, SC

This public could be girls of a very young age to college graduates. They most likely have no children, live with their parents, watch a lot of television, own a laptop or an iPad, and read trendy magazines.

-Columbia SC (Famously Hot), Junior Womens Club, Columbia Style Week, Carolina Bloggin, Greater Lexington Chamber and Visitors Center -USC Dept. of Retailing -Pamphlets/notices run by Palmetto Health hospital -WUSC, WVOC, WMHK, WWNU, WLXM, WCOS, WNOK, WXLM -The State, Columbia Star, Free Times -Garnet and Black, Lexington Woman, Lexington Life, Skirt Columbia!, Columbia Metropolitan -WISTV, WLTX, ABC Columbia, WACH FOX -Maxcy Gregg Park (Foursquare), Experience Columbia (Facebook), Town of Lexington, SC (Twitter), Columbiasc (Instagram), News 19 Columbia SC (Pinterest), ABC Columbia (Twitter)

Publics Profile Chart

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Public

6. Women (Ages 35-70)

What do you want this public to do as the result of your communications? We want women specifically ages 35 and older to attend our fashion show in hopes of persuading them to get a Breast Cancer screening if they havent started already.

Where does this public live? List the zip codes and the city. 29201 29203 29072 29073 Columbia, SC Lexington, SC

What do you know about this public that will be useful for your campaign? These women are the major demographic for forming Breast Cancer. There is a good chance that they have kids, drive a van, and have little person leisure time.

What media will reach this public? -Columbia SC (Famously Hot), Junior Womens Club, Columbia Style Week, Carolina Bloggin, Greater Lexington Chamber and Visitors Center -Pamphlets/notices run by Palmetto Health hospital -WVOC, WMHK, WWNU, WLXM, WCOS, WNOK -The State, Columbia Star, Free Times -Lexington Woman, Lexington Life, Skirt Columbia!, Columbia Metropolitan -WISTV, WLTX, ABC Columbia, WACH FOX -Experience Columbia (Facebook), Town of Lexington, SC (Twitter), Columbiasc (Instagram), News 19 Columbia SC (Pinterest), ABC Columbia (Twitter)

7. Seniors (Ages 70+)

We want senior women to attend our fashion show in celebration of long life and the vitality of womens health.

29201 29202 29203 29204 Columbia, SC

Senior women are most likely to relate to having or worrying about growing in health problems. They could be Empty Nesters, use mail order, and have the most time to themselves.

-Columbia SC (Famously Hot), Junior Womens Club, Columbia Style Week, Carolina Bloggin, Greater Lexington Chamber and Visitors Center -Pamphlets/notices run by Palmetto Health hospital -WVOC, WMHK, WWNU, WLXM, WCOS, WNOK -The State, Columbia Star, Free Times -Lexington Woman, Lexington Life, Skirt Columbia!, Columbia Metropolitan -WISTV, WLTX, ABC Columbia, WACH FOX -Experience Columbia (Facebook), Town of Lexington, SC (Twitter), Columbiasc (Instagram), News 19 Columbia SC (Pinterest), ABC Columbia (Twitter)

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8. The Wig Emporium

We want The Wig 29229 Emporium to donate or Columbia, SC provide wigs for models to wear in the fashion show.

9. LaRoque

We want LaRoque to donate or provide clothing for models to wear in the fashion show.

29205 Columbia, SC

10. WMHK

We Want WMHK to provide publicity for our fashion show so that more women can know about and attend the event.

29203 Columbia, SC

The Wig Emporium will likely want to take this chance to enhance their brand throughout the relative area. By showcasing their wigs in the show, it will increase their chances that the attendants of the show will shop their wigs in the future. Its likely that a good portion of their customers are Breast Cancer patients. LaRoque would benefit by increasing their image with being associated with a philanthropic cause, as well as increase their overall customer intake with the attendants of the fashion show. More women will become aware of their downtown Columbia store by seeing their showcased apparel. WMHK is a Christian radio station who would benefit by being associated with a philanthropic cause because of their audience. Women who have kids, or have cancer, in the midlands of South Carolina will be likely to listen to WMHK if their station is supporting and partnering with a show to benefit Breast Cancer research.

-Press release sent to The Wig Emporium -Phone or face to face conversation with Charyn Salazer, founder of The Wig Emporium

-Press release sent to LaRoque -Phone or face to face conversation with AnnaBelle LaRoque, creative director and designer of LaRoque

-Press release sent to WMHK -Phone or face to face conversation with Joe Paulo, director of broadcasting

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Market Analysis Businesses: The Wig Emporium Cheryn Salazar 20 Woodlands Ridge Court Columbia, SC 29229 (803) 834-4783 (Internet Store Only) Contact: orders@thewigemporium.com Website: http://www.thewigemporium.com The Wig Emporium is a main partner in coordinating with Wear A Wig, as donators of the wigs that will be worn by the models walking in the show. They were founded and are based in Columbia, but are an internet store only. Expert wig stylists of the company will volunteer to help fit models, survivors and professionals with the best look to walk in. After the show The Wig Emporium will contribute all proceeds of each wig bought to the American Cancer Society. LaRoque AnnaBelle LaRoque 2700 Devine Street Columbia, SC 29201 (803) 765-6062 Contact: annabelle@shoplaroque.com Website: http://www.shoplaroque.com/ AnnaBelle Laroque, the Creative Director and Designer of LaRoque, designed outfits specifically for the event. She will style each model as well as donate the outfits that are showcased in the show. After the show, all the clothing items will be for sale at LaRoques tent. All proceeds from these sales will be donated to the American Cancer Society. Millie Lewis of Columbia, Inc. Millie Lewis 3612 Landmark Drive, Suite D Columbia, SC 29204 (803) 782-7338 Contact: dixonmillielewiscolumbia@gmail.com Website: http://millielewiscolumbia.com/ The Millie Lewis Modeling Agency in Columbia will be providing professional models for the show. They will also be giving free runway classes for the cancer survivors who will be walking in the show, before the event begins.

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 POUT 2850 Devine Street Columbia, SC 29205 (803) 254-5051 Contact: info@shoppout.com Website: http://shoppout.com/ POUT, located in Columbia, South Carolina, will provide the makeup for the models in the show as well as makeup stylists at the event for the models. All makeup used in the fashion show will be donated by POUT, in support of the American Cancer Society. HANDPICKED 2822 Devine Street Columbia, SC 29205 (803) 251-2946 Contact: customerservice@handpicked.net Website: http://www.handpicked.net/ HandPicked, whos home store is on Devine Street in Columbia, will provide all the accessories used during the show. They will also provide a stylist to help match the best accessories with each model. The accessories used in the show, as well as other items from HandPicked, will be available for purchase after the show is over. All proceeds of these sales will be given to the American Cancer Society.

Organizations (Competitors) The Cancer Research Center of the University of South Carolina Anne-Brady Moore Carlson Columbia, SC 29208 (864) 706- 3662 Contact: ACarlson@mailbox.sc.edu Website: http://www.sc.edu/cancer_research/ The Cancer Research Center of the University of South Carolina is a network of researchers who are dedicated to the discovery of new and novel strategies for the diagnosis, prevention and treatment of cancer. SC Mountains to Midlands affiliate of Susan G. Komen 531 South Main Street, Suite ML-10 Greenville, SC 29601 (864) 234-5035 Contact: info@komenscmm.org Website: http://www.komenscmm.org/
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TheSC Mountains to MidlandsAffiliate of Susan G. Komen for the Cure is dedicated to combating breast cancer at every front. Up to 75 percent of the Affiliates net income goes toward funding grants to local hospitals and community organizations that provide breast health education and breast cancer screening and treatment programs for medically underserved women. Palmetto Health Cancer Center 9 Medical Park Road Columbia, SC 29203 (803) 296-3000 Website: http://www.palmettohealth.org/body.cfm?id=184&oTopID=3095 The Palmetto Health Cancer Centers located in Columbia, South Carolina,is one of the Southeast's largest cancer programs with 2,500 patients diagnosed and treated each year. Physicians and health care professionals from Palmetto Health Richland, Palmetto Health Baptist, and the University of South Carolina,are all part ofthe cancer centers multidisciplinary team approach and provide excellent care and support forpatients and families. South Carolina Cancer Alliance 2711 Middleburg Drive Columbia, SC 29204 (803) 708-4732 Contact: rebecca.wadford@sccanceraliance.org Website: http://www.sccanceralliance.org/default.aspx The SCCA is a coalition committed to implementing the state's first comprehensive cancer control plan. Founded in 2003, the SCCA evolved from collaborative efforts to create the alliance. It is a voluntary association that offers free membership to organizations and individuals interested in working to reduce the state's cancer burden.

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Bibliography American Cancer Society. Web. <http://www.cancer.org> Council of Fashion Designers of America. Web. <http://www.cfda.com> Hayes, Darrell C., Jerry A. Hendrix, and Pallavi D. Kumar. Public Relations Cases. Ninth. Cengage ! Learning, 2011. Print. Palmetto Health Cancer Center. Web. <http://www.palmettohealth.org> SC Mountains to Midlands Affiliate of Susan G. Komen. Web. <http://www.komenscmm.org/> South Carolina Cancer Alliance. Web. <http://sccanceralliance.org> The Associated Press Stylebook and Briefing on Media Law. New York, NY: 2012. The Cancer Research Center of the University of South Carolina. Web. <http:// www.sc.edu/! cancer_research/> Zappala, Joseph M., and Ann R. Carden. Public Relations Writing Worktext. Third. New York, NY: ! Routledge, 2010. Print.

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