Prom Dress Giveaway GEts Extensive News Coverage
New SMART member USAgain received extensive news coverage recently when it gave away prom dresses to Chicago-area teens. The company reclaimed more than 1,500 prom dresses from its clothing collection bins that were presented to prom-goers who weren't able to purchase their own dresses.
"Hundreds of thousands of new dresses are purchased each year for high school homecoming dances and proms," says RahsamGrewal, Marketing and Public Relations Director for USAgain. "These dresses either get thrown away or left in the back of closets, never worn again. So we decided , why not try and recycle them."
Known as "Prom Goes Green," this is the inaugural prom dress giveaway of USAgain. An extensive variety of styles, sizes and colors were available during the event. The dresses were given away on a first-come, first-served basis to the students attending the event.
In addition to benefiting the local community, USAgain also realized its own benefit be announcing the event to the local media. The "Prom Goes Green" event was covered by many Chicago-area television stations including: WGN-TV, WMAQ-TV, WBBM-TV, WLS-TV, and WFLD-TV as well as the radio outlets of WGN and WBBM. The story also appeared on the web sites of the Chicago Public Schools.
USAgain not only created tremendous goodwill in its local community by creating and hosting the event, it also realized a fantastic public relations success. By promoting the event to the local media and generating such extensive news coverage the company gained tens-of-thousands of dollars of "media value." Marketing experts believe having your company named in a news story has a greater value and creates a more positive impression among viewers/listeners than paid advertising.
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Materials and Recycled Textiles Association
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PROM DRESS GIVEAWAY GETS EXTENSIVE NEWS COVERAGE
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