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What's new in various product categories; monthly update.

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Sewanew National Sewing Month, September 2010

A successful promotion by any standard

by Joyce Perhac (November 1, 2010)

The 2010 National Sewing Month campaign, spearheaded by the Sewing & Craft Alliance and the American Sewing Guild, reached a record audience this year with its theme of SewaNew. SewaNew was developed to encourage new sewers, seasoned enthusiasts, and those returning to sewing to take advantage of free projects and/or participate in classes, contests, and events that happen online, in stores, schools, libraries, and guilds throughout the month. The theme also aimed to support business interests by working to drive traffic to these businesses and turn browsers into shoppers.

Sponsors for the 2010 National Sewing Month celebration were V.I.P by Cranston, Ghee’s, Kwik Sew, and Pure Whimsy Giftables. Sponsors provided free projects, contest prizes and daily giveaway items and were promoted throughout the month in website listings, blog postings, press releases, email, and social media outlets.

National Sewing Month activities

Free promotional materials --Print-ready ads, flyers and posters as well as web and email ads and banners were available for download from the NSM website. Registration was required to download. Information showed that downloads came from ASG chapters, schools, colleges, Libraries, churches, Girl Scout troops, senior centers, retailers, and media outlets.

Projects -- Sponsors provided free printable projects that were promoted throughout the month on the website, in the SEW-lutions blog on www.sewing.org, on Facebook and Twitter, and through the large SCA email list.

Video -- A how-to video on how to make a Kindle or iPad cover featuring Abby Wright from ASG was created and distributed via YouTube.
 

Contest -- sewing enthusiasts were challenged to sew up their best accessory idea for the Accessorize Your Life contest. Projects were required to include fabric, thread, and at least one notion or trim and some portion of the project must have been sewn using a sewing machine.
 

Survey -- survey respondents were asked about their sewing experience; if they are sewing more or less today than they were a year ago and their age group. There were 4,345 survey responses. Survey results are available by writing to Joyce Perhac at Jperhac@sewing.org.

Daily Giveaway -- one person, chosen from survey responses, was chosen each day for the daily giveaway.

Press Releases – three timed press releases resulted in over 10,000 targeted media deliveries
 

Websites, blogs, and social media -- 5,470 websites and blogs posting information regarding this year’s National Sewing Month campaign. Several thousand “social mentions” were reported that included Facebook, Twitter, and other social media outlets.

Planning is already under way for the 2011 campaign. Interested parties can contact Joyce Perhac at Jperhac@sewing.org.

xxx

 

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