Celebrating Rescues & Runways 2010

We are Simply Amazed!A second annual event, like Rescues & Runways, inherently must work harder to gain media attention. And for a second annual event with relatively few new features, the program saw great success from an earned media perspective (PR). Media were engaged the week prior to the national kick-off after news releases were sent to more than 20,000 outlets, including national newspapers, pet publications, trade journals and local media outlets.

As Rescues & Runways events were planned at maurices stores across the country, our associates had a new resource this year: Chat-ter. They were able to use Chatter to customize a release with details regarding their specific fashion show, including the name of their local animal shelter partner. During the entire campaign from August through November 2010, Rescues & Runways generated the following results:

•359storessentoutcustomizedreleases,whichhelpedgarnerlocalcoverage toalmost15,000mediaoutletsalone.•Anestimated475articleswerepublishedthroughTV/Newspapers/Radio/Online (compared to the estimated 600 articles last year).•Theestimatedvalueofthearticlesisawhopping$455,512(comparedto $550,000lastyear)!!•Thesearticlesreachedover76,000,000peoplethroughouttheU.S.(comparedto 85,000,000lastyear)! Here are a few other great facts:•518storesparticipatedinafashionshow.•Thesilentauctionsraised$94,000foryourlocalshelters($125,091lastyear)!•Over$62,800wasraisedthroughindonationsthroughyourPOSterminals!•Over$69,000wasraisedforASPCAthroughthesaleofthePetCharm($50,000 lastyear)!•Over840petswereadoptedduringourcampaign(1,000petswereadopted lastyear)!•Over86%ofthestoressurveyedwanttocontinuewithRescues&Runwaysasanannualevent!

Thankyouallforyourcontinuedsupportofthisamazingprogram! Monica Hendrickson and Connie GradenYourHomeOfficeRescues&RunwaysTeam!

A special message from John Schroeder, Sr. VP of Stores:Thankyoutoallofourstoreassociatesforyoureffortsinmakingthe2010Rescues&Runwaysinitiativearepeatsuccess!Storeteams approached the second year of the program with renewed passion and an eagerness to further your partnerships with your local shelters while continuing to build awareness of shelter pets. Your hard work and determination to make a difference for our furryfriendsisevidentinalloftheoutstandingresultsthathavebeencompiled:With554storesacceptingmonetarydonationsinstore,youraisedatremendous$62,800indonationsatthePOSterminal.Yet,youdidn’tstoptherebutcontinuedtoraisefundsforacausethat’snearanddeartoallofourheartswithanincredible$94,000indonationsfromsilentauctions.Evenbetter,over840shelterpetsfoundlovinghomesthroughyourdiligentefforts. The success of this initiative is a direct result of your commitment to better the lives of pets in need. As I listened to the stories and viewed the photos from your 2010 Rescues & Runways events, I was filled with immenseprideatallyou’veaccomplished.I’mhonoredtobeapartofafamilythatcaresforthecom-munitiesit’sapartof,that’sconcernedaboutanimalwelfareandthatlivesandbreathesacultureofTheDifferenceisYOU. John

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86 OCTOBER | NOVEMBER 2010

Fashion Show Miller Hill Mall — Aug 26, 2010

Linda & Rick – From Animal AlliesMike Machonas, Sue Ross, Patti Smiaren, George Goldfarb

Combo Chamber Event Black Bear Casino Aug 12, 2010

Greg Tesdahl, Colleen Morgan, Sandra Wood Anita Johnson, Lori Jameson, Jo Winship, Jay Ott Pam DeShaw-Brackett, Jake Chapman, Chris Townsend, Aaron Yount

Elizabeth Simonson, Leslie Perrett, Lisa Cekalla Sheryl Homan, Nicole Kneeland, Elizabeth Lyden Darrell Christian, Brian Haluptzok, Mark Roberts, Travis Hanson

photos by Studio One Photography

photos by Studio One Photography

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•Over840petswereadopted.

•Over277storeshadpetsattheirfashionshow.

•Storesraisedawhopping$62,800forshelters through their monetary donations collected throughthePOSterminals.

TheHomeOfficeandDuluthstorepartnered with Animal Allies for the kickoffevent.Therewere29catsandkittens adopted on the day of the event. That weekend, another 18 animals were adopted:1puppy,5dogs,8kittensand4cats. What a success story by partnering upwithAnimalAllies!

Mike Machones, Sue Ross, Patti Simigran, George Goldfarb Linda & Rick from Animal Allies

Rescues&RunwaysFashionShow-Miller Hill Mall - August 26, 2010

Picture PAWfect:Our stores share their

favorite Rescues & Runways photos

Carroll, IA (#0706): maurices models Alayna Clancy, Kimber Spaulding, Meghan Horihan, Nanielle Goetzinger, Christine Phillips, Lindsey Larson, & Caylee Dammann pose in support of the Hounds Haven Basset Rescue.

West Baraboo, WI & Baraboo, WI (#0681 & #1818)

New Philadelphia, OH (#1392): Lindsey Lewis, Anne Geib Hanner, and Tiffani Veigel pose with an adoptable dog in support of the Tuscarawas County Humane Society.

Christian Russo from the Humane Society helps Haley Davidson coax Winston from the runway.

Storm Lake, IA (#1152):Strut for strays. Mother/daughter Kulia & Chase Glienkestrike

Norton, VA (#1538): 9 pets adopted.

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Store Manager Olivia & 1st Assistant Emmie trying to keep ahold of all the puppies!

Pittsburg, KS (#0332)

West Plains, MO (#1048)

La Crosse, WI (#0310)

Roseburg, OR (#0300) Chillicothe, MO (#1190): Chillicothe High School Cheer-leaders were recruited for the maurices fashion show.

The event raised $2,100, 3x as much as last year’s total!

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Morehead City, NC (#1445): 130 guests, raised $605 at event, 2 pets adopted, 251 lbs of food donated.Lee’s Summit, MO (#1450)

Elk River, MN (#1339): Raised $1,070 for the Home-ward Bound Dog Rescue Shelter.

Caledonia, MI (#1513): The fashion show sponsored Mackenzie’s Animal Sanctuary.

15 pets adopted & $614 raised in silent auction.

Noblesville, IN (#1778)

Managers Joanna Arbic, Missie Meyer, & Alyssa Akre

Broken Arrow, OK (#1758)

Sterling, CO (#0710)

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Hoover, AL (#1762)

Hanford, CA (#1660)

Kingman, AZ (#1470): 5 dogs & 3 cats adopted.

Kansas City, KS (#1518): Hannah with an adorable black lab

Kansas City, KS (#1518): All the models plus the store managers. Store raised $1000 for the local pet shelter.

Kansas City, KS (#1518)

Hudson, WI & Stillwater, MN (#0057 & 1383): Raised $2,800 & 6 pets were adopted.

Baker City, OR (#1432): 6 pets adopted.

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Autumn, Michelle, Karie, & Brittany at Fox59 news station promoting R & R.

Brownsburg, IN (#1629)

Fenton, MO (#1791): 75-100 people came for the event!

Kohler, WI (#1435): < Models for fashion show& our biggest donation! >

Natchitoches, LA (#1638)

Blue Springs, MO (#1712)

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Effingham, IL (#0122): Models & maurices team. Raised over $680 for Effingham County Humane Society.

Effingham, IL (#0122)

Pflugerville, TX (#1738): Pups take to the catwalk.

Texarkana, TX (#1795): 5 dogs adopted

Centerville, GA (#0496)

Perryville, MO (#1498): 1 pet adopted, auction raised $80.

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HereattheHomeOffice,notesfromcustomers,potentialmodelsandanimal lovers new to maurices flooded our inbox, but perhaps the sweetest words were those of thanks from the local shelters and businesses our stores partnered with during the initiative.

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Building Community Partners One Paw Print at a Time

It was our great pleasure for the Livingston

County Humane Society Board of Directors

and volunteers to work with Maria Peters and

Lisa Todd on this event. These woman definitely

represent your company well. Their organization

and enthusiasm was just awesome.

Your company’s involvement in an event as this

does “Make a Difference” in our community.

Sincerely,

Jeri Long - Board of Director

Chillicothe, MO

Found on the Web

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maurices and theASPCA (AmericanSociety for thePreventionofCruelty toAnimals) teamed up for Rescues & Runways for the second year, a national campaign with two primary goals:

•Toincreaseawarenessofanimalshelters,andinturn,increasepetadoptionsthrough pet-themed fashion shows.•Toraise$50,000fortheASPCAanditsnationaloutreachprogram.

DuringSeptember,allstoresheldapetsupplydrivebenefittingtheirlocalshelters.Inconjunction with the drive, each store partnered with a local shelter to host a fashion show featuring the latest fall fashions and, at many of the shows, pets available for adoption.

For every purchase of our exclusive Friends for Life Charm,$2.50willgotosupporttheASPCA®*.

This exclusive token of unconditional love is designed for sharing. Keep half for yourself

and clip the other half onto your pet’s collar.

To date, we

have raised over

$69,000!

Casper, WY (#0371): Raised $1,211 from silent auction

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Montrose, CO (#1277)

Fayetteville, WV (#1533): Raised 690 pounds of food!