marketing tools2012

Dear Quilt Shop Owner,

American Patchwork & Quilting is thrilled to have your shop participating in our 1Million Pillowcase Challenge. If you are new to the challenge, welcome! If this is your second or third year participating, welcome back and thank you for your support! We are so excited to continue the 1 Million Pillowcase Challenge through 2012 (and beyond!). We’re not stopping until we reach 1,000,000! The need is great. Our compassion as quilters is greater.

We are asking quilters to make and donate 1,000,000 pillowcases to local charities to show the world how caring quilters are. As I travel the country, I often hear stories of generous quilt shops and quilters who have turned their hobby into a conduit for good in their communities. That’s the same charitable spirit that drives this challenge. Imagine if every foster child had a special pillowcase to call his or her own or if every veteran had a pillowcase to show our appreciation. Or what if homeless shelters had new pillowcases for each client they served and if every child in a cancer treatment center had a cheerful pillowcase to lay his or her head on? We need your help. Encourage your customers to make pillowcases. Host regular events where your customers can make dozens of pillowcases for a specific cause in your community. Keep a box in your store where customers can drop off cases for delivery to local charities. Teach new customers and their friends to sew pillowcases alongside you. Make a difference right where you live by donating the pillowcases to area shelters, nursing homes, children’s charities, and more. There are retailer marketing tools available to make your participation in the challenge a success: •Ideasforhostingasuccessfuleventinyourstoretopromotemakingpillowcases

for local charities •Apressreleaseandmediapitchlettertobuildexcitementandgainvaluablepress

for your shop and event •FREEpatternsforpillowcasesyoucandownloadandprinttosharewithyour

customers •FAQs,alistofsuggestedcharities,featuredfabrics,how-tovideoandmore! We will also be mailing promotional items to display in your shop, including posters, a window cling, a pillowcase counter and more.

Besureyourdonationcounts!Followingyourpillowcase-makingevents,pleasevisitAllPeopleQuilt.com/millionpillowcases and add the number of pillowcases your shop donated to our rolling counter. If you are hosting multiple events throughout the year, please designate someone in your shop to update with your pillowcase donations on a weekly or monthly basis. I encourage you to familiarize yourself with the contents of this challenge packet, then begin making pillowcases right away—so you can make the biggest difference in your community! If you have questions not answered here, email us at millionpillowcases@meredith.com.

Joining American Patchwork & Quilting in support of the 1 Million Pillowcase Challenge are2012sponsors:BERNINA,AccuQuilt,AndoverFabrics,HandiQuilter,Moda,Northcott,PaintbrushStudio,RobertKaufmanFabrics,ShannonFabrics,ThermOWebandWestminsterFibers.

I know quilting changes everything. I’m counting on you to help me show the world! Sincerely,

Jennifer Erbe Keltner Executive Editor

Begin nowHold an internal meeting to inform staff and build excitement.

Choose A ChArityIfyoudon’talreadyhaveacharityinmind,askyouremployeesorcustomersforsuggestions.Researchlocalcharitiestofindthose that accept pillowcase donations. You’ll find a suggested charity list on AllPeopleQuilt.com/millionpillowcases that provides agreatstartingpoint.Youmaychooseonecharityordonatetomultiplecharitiesthroughouttheyear.Selectapointpersoninyour shop to deliver the pillowcases to the charity.

Determine A shop timelineDecidehowoftenyouwillhostpillowcaseevents.It’suptoyou!Remember,thiscanbeanopportunitytoteachpeopletosew.Invite your regular customers to bring a guest to one of your events so they can join the challenge. Host special events for schoolgroups,GirlScouttroops,women’sorganizations,etc.togetevenmorepeopleinvolvedandintoyourstore!Haveacollection area in your shop for customers to drop off pillowcases for your cause as well.

promote in storeCreate pillowcase kits that will allow customers (especially beginners) to easily participate in your event or to complete the pillowcasesathome.Createadisplayinyourstoreorclassroomtopromoteyourevent(s).Forexample,clippillowcasestoaclothesline, set up a bed display, or stack them high so people can see how many your shop has created! Hang posters, put up table tents and window clings.

get loCAl meDiA involveDPromote your events in your newsletters and in your store and create excitement in your community by submitting the press releaseandmediapitchletters.Searchlocalmediawebsitesforcontactnames,e-mails,addresses,and/orphonenumbers.

soCiAl meDiAUsesocialmediatopromoteyourevents.Facebook,Twitter,andashopblogaregreatwaystoletyourcustomersknowaboutyour involvement with the 1 Million Pillowcase Challenge. If your shop has a blog, visit our website for blog buttons and a blog release with suggested text.

DownloAD pAtternsVisit AllPeopleQuilt.com/millionpillowcasesforpatterns.Fabriccompaniesareofferingfeaturedfabricsthatwillbepromotedinthenationaladsandonthewebsite.Newpatterndownloadsandfeaturedfabricoptionswillbeavailablequarterly.

During your event(s)If you have beginners at your event, be sure to have employees or volunteers available to help with questions. Don’t forget to take photos! Display the photos on a board in your store and upload them to AllPeopleQuilt.com/millionpillowcases to share your pillowcase story.

upDAte the CounterAppoint one person to update the counter on AllPeopleQuilt.com/millionpillowcases each time you complete a donation. Let your customers know how the counter update will be handled to avoid duplication. (If you are having issues with the counter, simply email us at millionpillowcases@meredith.com and we’ll add your count to our tally!) Keep the whiteboard included in your promo kit by your register with the number of pillowcases your shop has donated so your customers can keep track too! Let’s show the world how generous quilters can be – 1 Million Pillowcases!

tools for success

sewn with love Suggested Dates: February 11 or 18

Showlocalwomeninneedsomelove by stitching up encouraging pillowcases. Each person who finishes or brings in a pillowcase gets to dedicate a paper heart to someone they love! We’ll display them on a shop bulletin board or stitch the hearts together to make a banner to hang in the shop.

treats: Heart cookies, chocolates, candy hearts, cupcakes with hearts on them, other red or pink foods

possible charities: Domestic violence shelters, women’s shelters, youth shelters, Pillows of Love

pillowCAse hopSuggested Dates: March 24--25, 30--31

Come for a hopping good time and create pillowcases for kids. Hop from station to station making your pillowcase from juvenile prints selected especially for the occasion. If you’d like, bring a small toy suitable for age X to X to stuff in the finished pillowcases for an additional treat for the recipients.

treats: Peeps, chocolate eggs

possible charities: Fosterchildren organizations, hospitals, youth shelters

go green pillowCAse DAySuggested Date: April 22

Our quilt shop is going green for Earth Day! Let’s stitch up some earth-friendlypillowcasesoutoffabric from your stash or create pillowcasesfromEarth-friendly/organic fabrics.

treats: Green punch, green cake or cupcakes, green tea, veggie tray with broccoli, celery and green peppers

possible charities: Children’s hospitals

grAnDmother/mother/DAughter sewing DAySuggested Dates: May 5--12

Celebrate Mother’s Day with a ladies tea room pillowcase event! Make one for our chosen charity and one to give to Mom as a gift. It’s a perfect time to bond with your child or grandchild and pass on the love of sewing while helping others.

treats: Chocolates, coffee, tea, minimuffins,othertea-roomstylefoods

possible charities: Nursinghomes, assisted living facilities

stitCh for solDiersSuggested Dates: July 6--8

Celebrate soldiers and veterans withourStitchforSoldiersevent.Join us as we create patriotic and camouflage patterned cases. Come sporting something with a flag or patriotic theme to get in the spirit!

treats:Patriotic-themecupcakes,cookies, fruit salad

possible charities:QuiltsofValor, Home of the Brave, Inc., veteran’shospitals,Soldiers’Angels

miles of pillowCAse smilesSuggested Dates: September 1--30

Help ConKerr Cancer reach the goal of providing a pillowcase to everyseriouslyillchildinNorthAmericaby2015.Seehowmanypillowcase miles you can sew! Each pillowcase is approximately 2 ½ feet.

Setagoalforyourshopforhow many feet you would like to complete.Foreachmilestonecompleted (ex. Every 50 feet or 20 pillowcases), we’ll give away a small ruler, measuring tape or other small notion.

treats:Fruitbythefootsnacks

Charity:ConKerrCancer(http://conkerrcancer.org)

pirAtes of the CAriBBeAnSuggested Dates: October 5--6

Sailinforsomepillowcasefunatourshop.Foreverypillowcaseyou donate, receive a “key” to the treasure chest! The person with the winning key walks away with quilting loot. (Eye patches are optional. Arrrrgggh!)

treats: Chocolate gold coins, X marks the spot cupcakes, pirate punch

Charitable cause: Children’s hospitals, youth shelters

DeCision 2012Suggested Dates: November 3--7

Vote for the Pillowcase Party! Elect to make a difference in the lives of America’s soldiers and veterans by making and donating to the men and women who have served and are serving our country. Cast your vote for doing good works!

treats: Patriotic themed cupcakes, cookies, fruit salad

possible charities:QuiltsofValor, Home of the Brave, Inc., veteran’shospitals,Soldiers’Angels

quarterly event ideas–ALL NEW!

FirSt QuArtErJanuary–March

SEcOND QuArtErApril–June

thirD QuArtErJuly–September

FOurth QuArtErOctober–December

1. Go to AllPeopleQuilt.com/millionpillowcases.

2. Scroll down to the yellow box 1 Million Pillowcase Challenge Of� cial Counter.

3. Click the purple Start button.

4. If you are already a member of the AllPeopleQuilt.com website, enter your login information. (This is separate from your registration as a shop.)

OR

If you have not logged in to AllPeopleQuilt.com before, you will need to � ll in the information in the Not a Member? Join Now section. There is no cost to register. Type your name and email address, choose a password, then click Continue. (This will be your log-in information each time you visit.)

5. Type the number of pillowcases you made and donated in the box under Today I’m donating:, and then click Enter.

6. Click Con� rm or Revise to � nish.

If these steps don’t work for you, simply e-mail us at millionpillowcases@meredith.com and we’ll add your count to the tally!

We’re counting on you to help us reach 1,000,000!

how to update the Pillowcase counter

website / pillowcase counter

enter donation amount

confi rmation

member log in

non-member log in

press releasecustomize and send to local media

(insert your shop name) joins nationwide 1 million pillowcase Challenge, benefiting local charity(City,State),(Date,Year)—American Patchwork & Quilting® magazine is challenging quilters, crafters and sewers across the country to make a difference as part of the 1 Million Pillowcase Challenge. In its third year, the challenge encourages local quilting enthusiasts to help reach the goal of making and donating one million pillowcases to benefitlocalcharities.Nearly400,000pillowcaseshavebeencreatedanddonatedtodate. “We’re not stopping until we reach 1,000,000!” says Jennifer Keltner, executive editor of American Patchwork & Quilting magazine.

It’s easy to turn a love of quilting and sewing into messages of comfort, hope and love – for a foster child, a cancer patient, victims of domestic violence, and others. Every pillowcase can make a difference in the local community.

Hostingpillowcaseevent(s)locallywillbe(ShopName),aquiltingshoplocatedin(CityName)at(Address,ShoppingCenterand/orOtherVenue).

Throughout 2012, quilters, crafters and sewers across the nation will make pillowcases at their local quilt shops. The shops will then collect the pillowcases and donate them to a local charity of their choice and update the pillowcase counter at AllPeopleQuilt.com/millionpillowcases.Thecounterwilltracknationwideprogresstoward the goal of one million pillowcases.

(FirstnameLastname),ownerof(ShopName),seesthe1MillionPillowcaseChallengeasawaytogivebacktothelocalcommunity.“(Insertcustomizedquotehere),”(he/she) says.

Joining American Patchwork & Quilting in support of the 1 Million Pillowcase challenge are2012sponsors:BERNINA,AccuQuilt,AndoverFabrics,HandiQuilter,Moda,Northcott,PaintbrushStudio,RobertKaufmanFabrics,ShannonFabrics,ThermOWebandWestminsterFibers.

To find out how you can make a difference in your community, call (phone number), or visit the store. 1 Million Pillowcase Challenge information is also available at AllPeopleQuilt.com/millionpillowcases.

About American Patchwork & Quilting America’s #1 quilting magazine, American Patchwork & Quilting inspires and instructs quilters of all skill levels with a variety of exclusive projects, valuable tips, new techniques, and creative ways to derive more enjoyment from quilting. Other quilting titles in the Better Homes and Gardens® quilting family include Quilt Sampler® and Quilts & More™.

media pitch letter

(T.V.orRadioStationName)(ContactFirstnameLastname)(Address) (City,StateZIP)

Dear(Ms./Mr.Lastname):I am inviting you, or another representative from your organization, to an upcoming eventwhichIbelievewillbeofinteresttoyour(readers/viewers/listeners).

On (date), our shop will be hosting a 1 Million Pillowcase Challenge event, a nationwide challenge with a goal of creating and donating one million pillowcases to local charities. Our goal is to create (fill in number of pillowcases) pillowcases at our event and donate them to (local charity name) because (insert reason why charity was selected).

And what an exciting event it will be! We are inviting quilters, crafters and sewers (or fill in names of groups or community members) to make a case for a good cause. Our shop will collect the pillowcases, donate them to (local charity name) and update thepillowcasecounteratAllPeopleQuilt.com/millionpillowcases.Thecounterwilltrack nationwide progress toward the goal of one million pillowcases. To date, nearly 400,000pillowcaseshavebeenrecorded.

Every pillowcase will make a difference in our community. A pillowcase can provide comfort for a cancer patient, hope for a foster child, encouragement for a battered woman, or beauty for a nursing home resident.

We would welcome your presence here at our pillowcase event on (date). Please call me at (phone number), so I can arrange for participants to speak with you. If you cannot make it to the event, I’ll be glad to share more detail with you about our plans for the event. You may also find general information about the 1 Million Pillowcase ChallengeatAllPeopleQuilt.com/millionpillowcases.

Joining American Patchwork & Quilting in support of the 1 Million Pillowcase challenge are2012sponsors:BERNINA,AccuQuilt,AndoverFabrics,HandiQuilter,Moda,Northcott,PaintbrushStudio,RobertKaufmanFabrics,ShannonFabrics,ThermOWebandWestminsterFibers.

I appreciate your interest in this community event and look forward to meeting or speaking with you very soon.

Sincerely,(FirstnameLastname)Owner(orOtherTitle)(ShopName)

customize and send to local media