December 2017
special Feature: body & soul year-end tax planning
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Inside
WHAT’S 4 LETTER FROM THE EDITOR 7 branding
Understanding its importance in today’s world.
9 Marketing and advertising
What’s the difference?
11 Year-end tax planning
Experience. Compassion. Results A Majority Woman-Owned Law Firm
Family Law Estate Planning/Elder Law Bankruptcy Law Employment Law Business Law Agricultural & Farm Law
A checklist for small businesses.
13 Tax planning
’Tis the season for personal planning.
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Body & Soul Feature
717-724-9821 Additional Offices in Harrisburg & Carlisle (By Appointment Only)
14 tattoos
Regretted tattoos can often be removed.
16 Sculpsure
daleyzucker.com
Reduce fat noninvasively.
18 Varicose and spider veins
Getting a leg up on the treatment and prevention.
20 stress
How to minimize the effects.
22 women to watch
New hires and promotions.
22 ACHIEVEMENTS & APPLAUSE
Awards and accomplishments.
23 meet and greet
Regional networking events and meetings.
December 2017
SPECIAL FEATURE: BODY & SOUL
5 cover story Alyssa Licatese, owner of Blossom Med Spa in Lancaster, stands at the counter where each guest is welcomed. It is just off a lovely sitting area that is just the beginning of your remarkable experience at the spa. Licatese believes that with passion and dedication, you can make anything happen.
YEAR-END TAX PLANNING
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Editor’S
December 2017 Vol. 14 - No. 12
PRESIDENT AND PUBLISHER
Donna K. Anderson
EDITORIAL
ow, I feel like we were just enjoying summer, difference between marketing and advertising as well as vacations, and cookouts. I can’t believe we’ll the importance of consistent branding. Each December we include the special Body and Soul soon be heavy into the holiday season and another year will be over. But no matter how focus in BusinessWoman magazine. Alyssa Licatese, busy you get, make sure to find time to relish the sights owner of Blossom Med Spa and our cover profile, knows how much better many women and sounds of the season. feel when they avail themselves Nobody likes to think of the of skin treatment options, taxes they’ll have to pay next year, including, facials, laser hair either personally or as a business owner. You can reduce the Everyone has talent. What is rare is removals, and injectables. you feeling the stress amount that you owe by taking the courage to follow the talent to of Are everyday life? Hear from advantage of ways to reduce your final tax liability. Although the unknown place where it leads. two providers on how massage therapy and chiropractic care there are different tactics for ~Erica Jong can minimize the effects and business owners vs. individual have you leaving with a sigh of filers, various strategies—such relief. as charitable donations, fully And don’t forget your legs! funding retirement plans, converting a traditional IRA into a Roth IRA, and more— Those varicose veins can not only be so embarrassing and achy, but they could be also an indicator of something can be utilized. Many businesses try to do their own marketing by more serious. Learn how your legs can look and feel so throwing money at the most popular current methods, much better in no time! Enjoy the holidays and make some memories! not understanding what goes into bringing the seller and buyer together. Not every demographic receives their information using the same platform. And how is your “message” being presented? Is it consistent? Christianne Rupp Perhaps your organization could benefit from using Vice President and Managing Editor an agency with representatives who understand the
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Vice President and Managing Editor Christianne Rupp Editor Megan Joyce Contributing Writers Tina Bellanca Barbara Trainin Blank Susanne H. Dombrowski Barb Henderson Lynda Hudzick Kim Klugh Sylvester E. Williams IV K. Leigh Wisotzkey
BusinessWoman is published monthly by On-Line Publishers, Inc., 3912 Abel Drive, Columbia, PA 17512, 717.285.1350. Copyright On-Line Publishers, Inc. 2017. All rights reserved. Reproduction or use without permission of editorial or graphic content in any manner is strictly prohibited. Views expressed in opinion stories, contributions, articles and letters are not necessarily the views of the Publisher. The appearance of advertisements for products or services does not constitute an endorsement of the particular product or service. Although every effort is made to ensure factual information, BusinessWoman cannot be held responsible for errors in contributors’ material, nor does the editorial material necessarily reflect the opinions of the publisher. On-Line Publishers, Inc. reserves the right to revise or reject any and all advertising. Subscription information: $14 per year for home delivery of 12 monthly issues. Subscribe online at www.BusinessWomanPA.com or call 717.285.1350. Member Of:
Story
CAREER
COVER
A Special Kind of Treatment By LYNDA HUDZICK
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lyssa Licatese, owner of Blossom Med Spa, grew up fascinated by makeup, fashion, and
skincare. However, until a close family friend suggested the career path she is now successfully traveling, Licatese said she would have “never known that there was a career out there for everything I loved!” Upon graduation from Red Lion High School, Licatese pursued further schooling in the field of esthetics. “After graduating from the esthetics program, I continued my education to gain more advanced certifications,” she said. Licatese started out working in a salon for about three years before moving on to work in a spa and then a medical spa, continually gaining knowledge and experience. “I always knew I wanted to have my own business, and five years ago is when I realized I was ready to begin this journey,” she said. Licatese credits her family as part of her motivation to open Blossom Med Spa. “They are all so supportive, and I am so thankful for them. I have invested my time and my life into this business,” she said. “All of the sweat, tears, and long hours have certainly been worth it.” So what is a “medical” spa, and BUSINESSWomanPA.com
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what makes it different from other spas? “We offer a variety of different services to address all different concerns,” Licatese said. “We are a full-service medical spa that combines relaxation with advanced skin and body treatments. We are a medical spa because our services go beyond traditional massages and facials. Because we are medically directed, we are able to offer a variety of different laser treatments, cosmetic injectables, and deeper skin treatments.” Because she works in a rapidly changing industry, it is important for Licatese to stay on top of the latest advances so that she can provide the best services possible for her clients. “Our clients are like family, and we treat them as such,” said Licatese. “Our goal is to help people achieve the results they desire, which, in turn, helps their overall well-being.” New technology and new products are constantly being
introduced, and Licatese and her team strive to always stay educated and informed about those changes. Licatese said that in some ways, clients continue to seek out many of the same types of services as they did in the past. “Anti-aging treatments will always be popular,” she said, but “there is more interest in some of our deeper treatments now than there used to be. Clients don’t seem as interested in basic treatments, like facials and mild peels, anymore. They’d rather invest in something that will provide them with more dramatic results.” Clients, she said, are looking for a more significant impact. “There is also a higher need for tattoo removal now than ever before,” she added. As a business owner and medical esthetician, Licatese said that her days are definitely busy. She is responsible for hiring, managing, and training her staff; handling the inventory for the business; providing treatments to
clients; planning events; greeting clients; handling the website and social media … and the list goes on and on. “My favorite part of the day, though, is meeting all of the wonderful clientele that come through the door and hearing about their wonderful experiences,” she said. “My least favorite is no one’s favorite — paying bills. But overall, I love my field, so I really don’t have any complaints.” Licatese feels that providing services for the clients who visit Blossom Med Spa is not only a matter of investing time, but also involves an emotional investment. She is proud to be a part of the Lancaster Chamber of Commerce, and, through the business, has provided donations “in crisis situations and occasionally donated a portion of sales to a specific cause,” she said. “I feel it is important to be a part of the community you are in, especially because these are the people also supporting your business.
We like to be a part of the smallbusiness community and support others as well.” Taking that leap of faith and starting a new business is hard work. “I never realized how hard I could push myself until I opened a business,” Licatese said. “I’ve learned I’m stronger than I give myself credit for at times. I believe that with enough passion and dedication that you can make anything happen.” The future looks bright for Blossom Med Spa and for Licatese and her team. “I see Blossom continuously growing and expanding, always adding new services and educating ourselves to stay up to date,” she said. Licatese is also quick to emphasize that she can’t take all of the credit because she has a “wonderful team who also has put their entire heart into this as well. Sometimes it is surreal when I sit back and see the business that’s been created, and the clients coming through the door — that this is what I built.”
Date: Saturday, January 13, 2018
Make your Holiday even Merrier with Blossom Med Spa! Purchase $100 in gift certificates receive an additional $25 extra for free! Named #1 Medical Spa in Lancaster, we pride ourselves in offering the most advanced technology in the market today and specialize in: Custom Skin Treatments • Laser Treatments • Microblading Facials • Massage • Cosmetics Injections And more!
Please visit our website www.BlossomMedSpa.net and our Facebook page Blossom Med Spa-Lancaster to stay up-to-date with events and specials! 190 Good Drive • Lancaster, PA, 17603 • (717) 208-7070
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Race Start: 10 A.M. Location: Lancaster County Central Park Pavilion 22 (Kiwanis Lodge) Prizes will be awarded to the overall top three male and female runners. The top two runners in each age and gender category will get prizes, while 3rd place finishers get a ribbon. First three finishers with dogs (any age group) will also receive prizes. Race fees: $25 if received by December 20 (2017); $30 after this date. T-shirts guaranteed for all people who register by Jan. 3 (2018). Proceeds benefit the Sierra Club - Lancaster Group’s “green project” grant program, as well as its environmental cleanup and education efforts throughout Lancaster County.
For more details, email SierraClubEvent@gmail.com, visit www.lancastersierraclub.org, or Like us on Facebook at www.facebook.com/sierraclublancaster.
CAREER
Understanding Branding and its Importance in Today’s World
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By TINA BELLANCA
erriam Webster defines the word brand as: “A mark made by burning with a hot iron to attest manufacture or quality or to designate ownership; a printed mark made for similar purposes; a class of goods identified by name as the product of a single firm or manufacturer; and a characteristic or distinctive kind.” But, what really is a brand? It’s a word that’s widely used and often misunderstood. For thousands of years, ranchers used branding irons to identify their cattle from others. And, for more than a century, companies have been putting a unique mark on their products and services to distinguish them. For example, in 1780 Baker’s Chocolate was founded. While the owners have changed for this brand (Kraft Heinz Company is the
present owner), consistency has been the key to success. Not much has changed: Even the female figure (La Belle Chocolaterie) has been featured on Baker’s Chocolate packages for more than 100 years. Another recognizable brand is Apple, which has topped Forbes annual study of the world’s most valuable brands for seven consecutive years. It’s no surprise to see their ranking, but how do they manage to keep their customers and prospects engaged in their brand? Two words: perceived value. David Ogilvy defined a brand as “the intangible sum of a product’s attributes,” meaning a brand is the perception of what your company’s customer or prospects think of you. It’s what individuals perceive, have experienced, think, feel, and share with others about your organization. It’s who you are, your customer service, the way you speak, your
call-to-action, your whole array of communication tools, your facility, your logo and visuals, what you do, and why it matters. The task of the brand is to try to influence the perception of others. A successful brand differentiates you from your competitors. It tells your customers and prospects what they can expect from your company’s products and services. And, most importantly, it creates continuity. Brand strategist Scott Talgo states, “A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.” Is it Time for Your Business to Rebrand? Here are questions to ponder: • W hat are you trying to accomplish with a rebrand?
• Do you have new leadership and/or ownership? • Have you expanded your footprint or services and/or products? • W hat does your current brand stand for? • Does your current brand relate to your targeted audience? • Are you trying to attract a new audience? • Is your brand unique to what you offer, and why is it important? • Does your brand define the value your business provides? Where to Start? Research. Every organization needs to understand the needs and wants of its customers and prospects. What are its current brand assets? Who are their competitors? What are the employees’ opinions
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of the business? What would its customers say about its current brand? What is its perception within the community? After you gather this intelligence, communicate and share with relevant stakeholders the rebranding process, which would include: objectives, timeline, investment, creative, and rollout. Implementation Consistency is crucial. Your new brand story will need to be integrated onto all of your communication vehicles, including: website, social media, stationery, collateral, sales materials, newsletters, direct mail, signage, giveaways, event support, promotional items, and advertising. Keeping consistency throughout your marketing and communications provides your customers, prospects, and employees a sense of dependability. Creating and developing consistency eliminates mixed messages, confusion, and unpredictability. Customers trust businesses
they recognize. Think about the brands you buy weekly, such as cereal or laundry detergent. In some cases, you don’t even need to read their label as you already recognize their packaging. You purchase them week after week because you trust the product; it’s predictable. Importance of Branding in the 21st Century According to SIS International Research, a global market research company, during the 1980s and up until the early 1990s, brand managers could depend on the following factors: • A reasonable or realistic brand- or
product-development timeframe or cycle •T raditional brand-management measurement methods and techniques • Traditional brand-equity models •T raditional brand-management organizational structure within the corporation Today, however, business moves at a faster pace. Technology has made an enormous impact on how businesses connect with customers and prospects, which lead to a compressed timeframe for developing products and positioning. The relationship between
business and customer exists in the interaction. The internet and social media have played an integral part in this interaction. Customers can now have a realtime conversation with businesses, which means businesses need to respond quickly. Branding is more complex than in the past, but it’s even more important in today’s world. Successful branding can create loyal customers and loyal employees. It gives them something they can trust, rely on, and stand behind. If you’re considering a rebrand, let this information serve as an initial guideline. • Tina Bellanca is president of LMI Advertising, an integrated marketing communications agency that moves brands forward with strategic planning and practical solutions along with strong marketing concepts and exceptional customer service in a responsive manner. tbellanca@lmiadvertising.com or www.lmiadvertising.com
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8 17DA109_SeniorNews_5x6.125_FINAL.indd ~ December 2017 1 | BUSINESSWoman
11/16/17 2:49 PM
TRY THEM ALL BEFORE THEY’RE GONE
By BARB HENDERSON
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hat’s the difference between marketing and advertising?” As a marketing agency, you would think that we’d receive this question quite a bit, but in all honesty, we don’t. Many organizations and individuals talk about advertising and marketing in the same ways, with the same words, and mix them into some amalgamation of what they really are. In actuality, marketing and advertising are different ideas. Understanding both and learning to utilize them properly can go a long way toward the success of a business. The space between the two, however, is where things get a little murky. Ask two different account executives, two different CEOs, two different copywriters or designers in the industry, and you’re likely to get slightly different answers.
The simplest way to consider the differences between marketing and advertising is to understand advertising as one tool — a key component — to marketing. For that to make sense, however, it’s probably best to understand marketing first. Marketing is a general term that refers to the holistic approach that an organization takes to bring together a buyer/user and their product or service. It is a carefully considered, multipronged plan that seeks to help potential buyers or users understand the benefits and key differentiators of an organization’s goods or services in a way that drives them to make a decision. Marketing is a number of business activities wrapped up all in one, and it extends further than you may think. As previously mentioned, advertising is a key component of marketing, but so are public
relations, media relations, media placement strategy, supply chain logistics, and operational factors ranging from how employees are treated and understand their roles as part of the organization’s larger mission to how customer service representatives answer the phone and communicate with customers. While each of these factors is important to the success of an inventory, service, or organization at large, advertising often gets the most attention because it tends to be the largest expense and is the largest external-facing component in marketing. Advertising is the effort to push a persuasive message out to a target market. Whereas marketing efforts help identify target markets, advertising is the channel through which these individuals are reached. It’s getting the benefits/value out about the product, service, or organization.
Advertising includes the creative — print, web, social media, television, video, out-of-home, sponsorship ads — that the public will use to identify with your goods or services. It plugs into the “media planning” strategy piece of marketing to deliver the message to the intended audience. Where it’s easiest to see advertising as a part of overall marketing is through targeted advertising. While many large brands have a wide audience they target with brand messages, particular products and services are typically leveraged at specific groups. For instance, Martin Communications works with a handful of regional healthcare systems. In the Harrisburg market, when we work with our clients to market a specific service line, such as breast cancer services during Breast Cancer Awareness Month, we start by forming an audience profile.
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What’s the Difference between Marketing and Advertising?
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Since breast cancer affects women much more frequently than men, and we have age demographics available that speak to the age ranges most often affected by breast cancer, we start to get an idea of who needs to hear the message. This is a strategic part of marketing but is not yet advertising. Next, we look to form a media strategy by pulling together a comprehensive profile of places that the target audience would be likely to receive the message. Through web targeting, we can deliver a message to a specifically defined audience no matter where they are on the internet, but we might also look at partnering with local news organizations who are focusing on breast cancer awareness during the month. We also look at how we might reach individuals through means such as radio, direct mail, and video within the defined campaign time period. Once the media plan is finalized, we push out the message through
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The simplest way to consider the differences between marketing and advertising is to understand advertising as one tool — a key component — to marketing.
all of these channels to the audience through a highly strategic plan in the most cost-effective manner possible. That messaging, reaching the audience, is the advertising. Of course, when we’re looking to promote cardiac services, or prostate cancer awareness, the strategy looks different. During Breast Cancer Awareness Month, we will target local
publications like BusinessWoman that specifically target an audience we’d like to connect with. However, for prostate cancer awareness campaigns, we’d target publications and outlets that are more focused toward men in the correct age range, as well as use a portion of the media budget to target women, who we know are “influencers” in healthcare. Therefore,
the strategic aspects of marketing are what set up the likelihood for success in advertising. While these are some highlevel differences and definitions to help you wrap your head around marketing and advertising, the truth is that they are very deep and complex issues, and take time, research, and experience to fully understand. Key partnerships with knowledgeable parties can help bridge experience gaps and identify trends in message delivery through the rapidly changing environment. No organization can work and be successful in a vacuum without a collection of trusted and proven service partners. • Barb Henderson is vice president of Martin Communications, a full-service advertising agency that works with a variety of clients in terms of size, budget, and business category. Connect with Barb on LinkedIn or at www. MartinCommunicationsInc.com
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| Harrisburg, PA
CAREER
Year-End Tax-Planning Checklist for Small Businesses By SYLVESTER E. WILLIAMS IV, JD, MBA, CCLE
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s we get closer to the end of the fiscal year, we become consumed with thinking about taxes. For this reason, year-end is a perfect time to think about business planning for the upcoming year. Given that you’re already in the mindset to address bookkeeping issues, it makes sense to do some analysis and make some decisions to ensure that your business prospers over the coming year. Business owners need to get their books in order. For some, this might be a challenge. If you don’t already have a good bookkeeper, find one that can help you get all your records and files organized. Unfortunately, you have to get this step done before moving forward. It is a good idea to check with your accountant to see if there is anything you should be doing to ensure your business ends the year fiscally healthy. It is important to understand the changes taking place within the tax year. A couple of small changes can make a difference in your income and final tax liability for the year. Ask your bookkeeper or accountant to run all of the reports that are relevant for your business, and schedule a time to walk through them together. This process will help you understand the position your business is in. One strategy that the smallbusiness owner can use is deferring income. Shifting income to after Jan. 1 delays it from being counted as income until the following year. This approach can save the
small-business owner a significant amount of money, depending on the income level from year to year. Consult with your accountant to see if it makes sense to defer December receipts until January to reduce your tax bill. Also, consider accelerating your business deductions to cut your tax bill by bulking up on your deductible expenses. If possible, expense everything you possibly can, and write the checks out before the end of the year so you can get them as a deduction in 2017. This includes deductible payments for rent, phone bills, car payments, and any other business-related expense items. Another strategy can be to make a list of equipment purchases you can make now to get the most out of your deductions. It is important to maximize your deduction by purchasing assets while simultaneously reducing taxable income. This approach should be used from year to year. There can be movement in the market value of your inventory, which may enable you to claim an additional deduction. Of course, this approach is highly dependent on your accounting method, so you will need to check with your accountant to see if this is a possibility. It never hurts to look at your inventory from year to year to see if a deduction is available. One of the best areas to make an allocation is into your retirement plan before Dec. 31. Make sure you are fully funding your company’s retirement accounts. This is one of the BUSINESSWomanPA.com
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surefire ways to reduce your taxable income for this year. The small-business owner should make certain to max out this contribution. In the event that you don’t have a retirement account already set up, talk to your accountant or financial adviser to determine which plan is best for your business. Then run like a gazelle and set it up to make the max contribution for your business. Making a donation to a charitable organization is a wonderful gesture during the holiday season. Likewise, it can also be a good idea for your business finances. You can donate money, clothing, toys, equipment, or other goods while claiming a taxable deduction for the fair market value. Check with your accountant to make certain that the item is tax deductible and, of course, retain the receipt for your records. A timely year-end donation can help the community and provide you with another valuable deduction against your business’s taxable income. Ask your accountant to find out if you carried over any capital losses from the sale of investments from last year. If you have any carryovers, these losses will be available to offset current-year capital gains. Tax-loss harvesting involves selling securities in your portfolio at a loss to offset capital gains. Seriously consider harvesting your losses by selling taxable investments, but remember that short-term losses are most effective at offsetting capital gains. Also, it is advisable to wait at least 31 days before buying back a holding sold for a loss to avoid the IRS wash sale rule. It is never too early to start thinking about the coming year by outlining a system you can use to make the process even smoother next year. You should work with your accountant or financial planner to help assemble a reliable checklist that can be used from year to year. By doing this, you will maximize all the deductions possible and not miss the opportunity to maximize shareholder value in your business.
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’Tis the Season for Personal Tax Planning By SUSANNE H. DOMBROWSKI
1. Postpone income until 2018 and accelerate deductions (charitable contributions, state and local taxes, etc.) into 2017 to lower your 2017 bill. If you believe that Congress will be successful at lowering tax rates next year, this strategy may be especially valuable to you. Note that if you are subject to the alternative minimum tax (AMT), it will not benefit you to accelerate paying state/local taxes or unreimbursed business expenses. 2. If you are expecting a yearend bonus, it may be advantageous to ask your employer to defer the payment until early 2018. This could cut as well as defer your tax if Congress reduces tax rates beginning in 2018. 3. Use a credit card to pay deductible expenses or to make donations to charities before the
end of the year. Doing so will increase your 2017 deductions, even if you don’t pay your credit card bill until after the end of the year. 4. If you become eligible at any time in 2017 to make health savings account (HSA) contributions, you can make a full year’s worth of deductible HSA contributions for 2017. Those with single coverage can contribute $3,400, and those with family coverage, $6,750. Anyone over 55 can contribute an additional $1,000. Contributions are deductible for 2017 if made no later than April 17, 2018. 5. Be sure you have taken full advantage of your company’s match in your retirement plan (401(k), 403(b), SIMPLE IRA). If you have not contributed enough to get the full match, consider increasing your elective deferral amount. If you have met the match but can contribute more, consider lowering your taxes by deferring more of your income with increased contributions to your plan. 6. If you are in a low tax bracket for 2017, you may want to consider converting all or part of a traditional IRA into a Roth IRA to the extent that you remain in the lower bracket. The amount converted will be subject to tax in 2017, but the Roth IRA will grow tax free (rather than deferred) in the future. Roth IRAs are also not subject to required minimum distributions when the owner becomes 70.5. 7. Review your investments held
Lifestyle
D
ecember is a busy month — holiday parties, gift shopping, cookie baking. But before the ball drops on New Year’s Eve, don’t forget to do your personal tax planning. While I realize this is probably not your favorite holiday activity, saving taxes just may help you pay for all the merriment! At this writing, there is much talk in Washington about tax reform but few details upon which to make projections. Many analysts, however, feel certain that any federal tax law changes will result in either no change or a decrease to your tax bill. Here are some quick ideas for individuals to consider before they close their books on 2017:
in non-retirement accounts to see if you have underperforming stocks or mutual funds that could be sold at a loss to offset capital gains earned by other holdings. Up to $3,000 of net capital losses can be deducted against current income; any unused capital losses are carried forward to future years. 8. Consider donating appreciated stock or mutual funds held for at least one year to charity rather than donating cash. You will deduct the value of the donated property rather than your original cost, and you will avoid paying tax on the built-in capital gains. 9. Clean out your closets and donate your good, used clothing and household furnishings to charities before year end. Be sure to get a receipt and assess the fair market value of the items donated. 10. Individuals at least 70.5 years old can make up to $100,000 in qualified charitable distributions (QCDs) from IRAs and avoid tax on the distributions. QCDs must be made directly to the charity (excluding private foundation, donoradvised funds, and supporting organizations). QCDs satisfy any required minimum distributions (RMDs),
but are not deductible income tax purposes.
for
11. And speaking of RMDs, if you reached age 70.5 in 2017, you have until April 1, 2018, to take your first RMD, or a hefty 50 percent penalty may be assessed on the amount that should have been withdrawn. If you wait until 2018 to take your first RMD, be aware that you will be required to take a 2018 RMD as well. So do some projections to decide how that would affect your total tax in both years. 12. If you make estimated quarterly tax payments, be sure to pay in enough (or have enough in withholding) to avoid any underpayment penalties. Similar to 2017, April 15 will not be the due date for your tax returns next year. Since April 15 falls on a Sunday, and April 16 is Emancipation Day (a holiday celebrated in Washington, D.C.), the deadline for filing and paying your 2017 income tax will be April 17, 2018. • Susanne H Dombrowski, CPA, is a principal and shareholder at Bazella Dombrowski & Co., CPAs, in Lancaster, specializing in individual, estate, and trust taxation. www.bazdom.com
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Regretted Tattoos Can Often Be Removed By BARBARA TRAININ BLANK
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nce, tattoos seemed rare and socially questionable. Not anymore. According to WebMD, nearly 30 percent of people in the United States have at least one tattoo. Almost half of millennials have one. In the long run, though, not all of these tattooed individuals are happy about their decision. Sometimes it’s because of professional reasons — they’re working for or attempting to work for an employer who doesn’t permit visible tattoos or doesn’t permit them at all — but as many as 25 percent of those with a tattoo regret having gotten it. They may not realize that there’s an antidote. “People assume that they’re stuck with tattoos or that it’s very expensive to remove them,” said Bonnie Fissella, owner of Disappearing Ink in Lancaster. “But I get calls every day asking about it.” If you’re among the 25 percent of tattoo wearers with regrets, laser tattoo-removal techniques can get rid of your unwanted tattoo with fewer side effects than other treatments. They’re generally safer than methods such as excision, dermabrasion, or salabrasion because laser treatment selectively treats the pigment in the tattoo. Does tattoo removal damage the skin? “If executed at safe levels, and aftercare is followed, the skin’s integrity is preserved unbelievably well,” said Fissella. There may be, however, some transient hypoor hyperpigmentation. If a person
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has darker skin, extra care needs to be taken, since too many treatments can result in melanin loss in the skin. In contrast, fairer-skinned people don’t have to worry about that. “It’s important that people who come for tattoo removal understand the procedure, since their expectations can be unrealistic or skewed,” said Fissella. Lasers remove tattoos by breaking up the pigment colors with a high-intensity light beam. “Since laser is attracted to the darkness, black is the easiest color to treat,” said Fissella. The laser breaks up the pigment into little particles, and the body
absorbs them. The pigments come off like layers of an onion and are removed via the lymph system. The number of treatments a person requires depends on her age, size, the color(s) of the tattoo, and the color of her skin. How deep the tattoo pigment goes also affects removal technique. “Despite the overall safety, laser treatment has several possible side effects,” said Fissella. They can include initial swelling, puffiness, crusting, and sometimes blistering. On rare occasions, a person may experience an allergic reaction to certain pigment colors being removed, but that is only if she had an initial reaction
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when the tattoo was applied. The removal can be pretty painful, but people shouldn’t think the pain is worse than getting the tattoo in the first place. “It’s like baking grease that splatters on you,” said Fissella. “It’s like intense heat, repetitiously.” It takes several treatments to remove a tattoo. After each visit, the tattoo should become progressively lighter. But to really make a tattoo “disappear” could take nine months or longer. Some cases may take more than a year. Size affects the required length of a session. If a tattoo is 2 inches by 2 inches, for example, the first session
encircles a person’s arm or leg, more care is needed. Removing a really large tattoo can cause excessive swelling. “The laser does its part, but then the body’s circulatory system has to do the rest of the work,” said Fissella. If the tattoo is farther from the heart — such the person’s wrist or hand, for example — circulation is less efficient, so the treatment lasts longer. Only doctors and registered
nurses are permitted to use injectable anesthetics, so many customers will choose topical numbing agents that can be applied before an appointment. Right after a session, ice provides the best relief for discomfort. An antibiotic ointment is also necessary and should be applied a few times each day during the healing process. Keep the area bandaged only for a few hours following a treatment. “There usually can be tingling,
and the person may feel heat after the procedures, but most of the discomfort occurs during the treatment,” said Fissella. As another precaution, when the person is outside in the sun, a lasered tattoo must be covered completely unless it is fully healed. The requirements for practitioners who are permitted to remove tattoos vary with each state, Fissella pointed out. Pennsylvania doesn’t require a tattoo remover to be an M.D. or an R.N.
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will take 10-15 minutes. “Time is a huge component in the fading of a tattoo,” said Fissella. “Because the body’s process of disposing broken-down [elements] is an incredibly slow one, waiting longer periods of time between treatments only enhances the process.” Some colors are more difficult to remove than others, such as aqua, purple, and some pinks, whereas reds and greens respond very well. If a tattoo band completely
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SculpSure Reduces Fat — Noninvasively By BARBARA TRAININ BLANK
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o you have and are you able to maintain a desirable weight, yet are challenged by resistant areas of fat? Are you dissatisfied with how you feel and how your clothes fit, even if you’ve achieved that ideal weight and others tell you how well you look? SculpSure is one method to rid yourself of those resistant areas and enhance the feeling of selfsatisfaction. “SculpSure is a new technique that offers light-based (laser) body-contouring treatment of fat reduction, designed to reduce stubborn fat in problem areas, such as the abdomen and ‘love handles’ — deposits of excess fat at the sides of a person’s waistline,” said Steven B. Heird, M.D., owner of Advanced Vein and Laser Center and surgeon at its York office, where the SculpSure procedure is practiced. SculpSure is FDA approved and a non-invasive laser procedure. It’s also a lasting one. After the fat cells are destroyed, the body’s lymphatic system eliminates them, and they won’t regenerate. “The SculpSure technique is based on the concept that laser can ‘eat’ fat (the technical term for body fat is adipose cells) in a lab in 18-20 minutes at 46 degrees Centigrade, which causes the nucleus of the fat cells to disintegrate,” said Heird. “With the new technology, created with a laser (light) system, if you go
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~ December 2017 | BUSINESSWoman
in 12 weeks. How long it takes exactly depends on the results the patient is looking for. Many patients start to see results as early as six weeks following treatment as the body begins to eliminate the destroyed fat cells. Another advantage to SculpSure is that there are no limits to the number of treatments patients can expose themselves to. “In fact, it’s unrealistic to think you can get rid of all the fat in any one treatment,” Heird said. “We recommend two treatments of the same area, which we call ‘treat to complete.’” SculpSure is ideal for people who want a nip or tuck but don’t want to go under the knife. The treatment is localized. A laser is located at the end of each applicator, which gets clipped into a plastic frame that rests on top of the skin and is held in place by straps that run underneath the patient. You can put on one or two applicators, but maximally four,
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at any one time. In contrast, other procedures involve uncomfortable applicator suctions and massages. SculpSure is very new, having received Food and Drug Administration approval maybe two years ago, said Heird. And approval has been gradual. Originally the FDA approved the procedure only for the abdomen and flank. Now the inner thighs, outer thighs, and the back have also received approval. The use of SculpSure to treat fat under the chin was just approved in September, but the technique is not FDA-approved for the arms. Contrary to popular belief, a physician is not required to perform SculpSure; a technician can do the procedure if he or she is supervised by a physician. “The procedure is definitely much better than previous techniques,” said Heird. “It can be done over a lunchtime, and there’s no downtime. You can return to work or other activity immediately, and there’s no soreness as there
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is after freezing. And, as I said, SculpSure is also quicker than other techniques, as well.” For those who ask why a procedure like SculpSure is necessary at all — why exercise won’t do the trick — Heird replies that even with diet and exercise, people still have trouble areas. He also adds that SculpSure “makes a perfect adjunct” to exercise and diet. In fact, you might be considered a good candidate for the procedure if you are near your ideal weight, are in good physical condition, and have a consistent lifestyle of eating healthy foods and exercising but still have stubborn fat. “Good candidates also have skin with elasticity. There should not be excess skin over the treatment site as there can be when people have experienced a large weight loss,” Heird said. Perhaps most importantly, this technology will have the client feeling better about how she looks and feels in her clothes.
SculpSure
Body & Soul
2 centimeters into the fat cells at a sustained temperature, some of the targeted fat cells will disintegrate over time. Each 25-minute procedure destroys up to 24 percent of treated fat cells without surgery.” Other treatments working on fat include liposuction techniques, but the only other noninvasive option involves freezing the cells. Using a freezing technique can result in a tissue log, which is firm and uncomfortable. The patient needs daily massages and a lot more post-treatment, according to Heird. Moreover, freezing takes 50 minutes, whereas SculpSure takes only half that time. There is no freezing or suction with SculpSure. “The SculpSure patient may feel a slight residual tenderness in the tissue, but that’s it,” Heird said. “Everyone has a slightly different experience. The patient may experience tingling, but cramping is not common.” Results occur gradually over a three-month period, optimally
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Varicose and Spider Veins —
Getting a Leg Up on Treatment and Prevention
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By KIM KLUGH
ave your legs begun to feel achy and fatigued, or are you noticing a sensation of heaviness in them? Do they burn, throb, sting, cramp, or swell? If so, you may be experiencing symptoms of a condition that affects the valves in your veins, called “venous insufficiency,” which John Mathai, M.D., F.A.C.S., F.A.C.C., refers to as “the vascular disease of the 21st century.” Mathai, director and leading physician of Premier Vein Specialists in Camp Hill, York, and Hanover, says the veins in your legs carry blood from the feet up to the heart in a one-way system. “The valves are designed to prevent the blood from falling backward toward the feet,” Mathai says. “When the valves do not work well, they become leaky, allowing blood to reflux backward and pool in the lower extremities,” thus producing the tired and achy feeling in your legs. Varicose veins appear when veins fill with blood and bulge out of the skin. A tendency for varicose veins increases for pregnant women and is more likely with each subsequent pregnancy. Mathai says that women with a genetic predisposition for weak vein walls, as well as those who frequently wear improper shoes or need to stand for long periods of time due to occupational requirements, are also candidates for developing varicose veins. The likelihood of varicose veins
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also increases as you age or if you gain weight. While these vexing veins can remain simply uncomfortable and unsightly, they can also become more pronounced and be the cause of more serious symptoms, such as severe swelling in the ankles, skin ulcerations, bleeding, or a superficial clot in the vein. Fortunately, should they require treatment, Mathai says varicose veins can be repaired with a variety of minimally invasive treatment options. On the other hand, the small, threadlike, bluish or reddish superficial spider veins that commonly appear on the back of the legs or on the face remain a cosmetic issue rather than a medical one. Although treatment is available for them, they never require surgery for their repair. The most common spider-vein treatment is sclerotherapy, which involves the injection of a sterile, sclerosing solution into the small veins using a fine, thin needle. “This solution,” says Mathai, “irritates the vein lining, causing it to undergo fibrosis and eventually disappear.” The least invasive technique is to camouflage or disguise the nuisance veins by applying a combination of makeup and moisturizer to the affected areas on the leg. Varicose veins are swollen, twisted veins resembling ropes or cords that you can see just under the surface of the skin and may
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Varicose veins are swollen, twisted veins resembling ropes or cords that you can see just under the surface of the skin and may bulge above the surface. They may be blue, red, or purple colored.
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bleed; your leg symptoms interfere with day-to-day living; or the veins cause you distress. If conservative methods, such as compression therapy, are ineffective, customized treatment options may include radiofrequency
ablation, ligation, and ambulatory microphlebectomy. Radiofrequency is a minimally invasive outpatient procedure. Using “a tiny catheter powered by radio-frequency energy, it delivers heat to the vein wall and closes
Body & Soul
bulge above the surface. They may be blue, red, or purple colored. These veins usually occur in the thighs, backs of the calves, or the inside of the leg, but they also can form in other parts of the body. Many physicians recommend the use of graduated compression stockings before and after varicose vein treatment to boost blood circulation by applying pressure to the veins of the calves and ankles. “All insurance companies,” Mathai says, “require stockings to be worn for 90 days before preauthorization.” Further conservative actions that may initially be required before approving coverage of other treatments include leg elevation or mild pain medication. Mathai suggests you see a doctor for varicose veins if: the vein swells, reddens, or is very tender or warm to the touch; sores or rashes appear on the leg or near the ankle; the skin on the ankle and calf thickens and changes color; one of the varicose veins begins to
the vein. The blood is then rerouted to other healthy veins,” Mathai says. Many varicose veins become less prominent after the closure procedure, and the remaining varicose veins are removed through 2 millimeter incisions, as an outpatient procedure under local anesthesia called ambulatory microphlebectomy. “Some incompetent veins,” he says, “cannot be treated by catheter closure. In these cases it may be necessary to make a small incision to tie off the diseased vein using ultrasound and local anesthesia,” in an outpatient procedure called ligation. Now is the time to talk to a vein specialist about your varicose or spider veins. If you are experiencing pain, blood clots, or other skin discolorations of the legs, don’t put it off. Today’s treatments offer options, including stockings, injections, laser, and, as a last resort, surgery. But even the surgery is not the surgery of years ago.
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S
By K. LEIGH WISOTZKEY
tress. How can one little word hold so much power in our lives? It fills our minds and settles into our bodies and can become something more — a medical condition or constant pain that affects how we perform, how much we can do, how we move … or don’t move. We have become a 24/7 society, always working to do more in less time — running a business, running family members hither and thither, running a household — always running! And it’s stressful. We may not be able to escape stress, but we can minimize its effects by treating and managing the symptoms of stress. Massage therapy and chiropractic care are two effective ways of doing both.
First, Value Your Assets Women, in general, have a natural tendency to put their own well-being last. But, just as they say before a plane takes off: Put on your own oxygen mask first. “Realize that we take time to go to the doctor and the dentist — why is massage any different?” says Penny Patterson Smith, owner of Hand & Stone Massage and Facial Spa (Harrisburg and Lancaster locations). “It simply requires a mindset change — someone is helping you keep your body productive. Massage used to be viewed as an indulgence. Today, taking care of yourself by getting a regular massage is a smart choice to help avoid the long– term consequences of stress.” Dr. Christine Maclary, chiropractor and co-owner of Maclary Family Chiropractic in Lititz, makes an excellent point: “Your health is your greatest asset!” The reality is that, when you
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A hot stone massage is the perfect way to destress and revive.
invest in your own health and well-being, you are taking care of everything else that’s important to you. Using Massage to Manage Stress Years ago, massage was about pampering and was reserved for the elite. Now, it has become more important in this society where we experience 24/7 stress — both mental and physical. Dating back over 5,000 years, in Egypt, India, Greece, and Turkey, massage was thought to contribute to a longer life. Today, massage is used to manage stress before it can manifest in the form of a medical condition. The benefits of massage include: increased blood flow and improved circulation, increased strength and immunity, reduced fatigue, repetitive-motion symptom relief, natural relaxation, and even
~ December 2017 | BUSINESSWoman
improved creative thinking and problem-solving skills. Various types of massage address the source of pain and stiffness in the muscles in different ways. You and your massage therapist should determine what works best for you: Swedish – This is the most common, best-known type, which uses long, fluid strokes of muscles and tissues. This is the most relaxing, using varying levels of pressure. Swedish massage promotes relaxation, increases circulation, and alleviates pain and stiffness. Deep tissue – This deeper, more intense type of massage uses slow, deep, guided strokes and pressure. It is more deliberate, with focus on releasing tension, and is more therapeutic. This is for individuals who experience consistent pain
and soreness, often in the back and neck areas, where we tend to hold stress, and can address large or small muscle groups. Deep-tissue massage helps to decrease pain, relieve muscle spasms, and increase mobility and range of motion. Hot stone – This is the signature massage for Hand & Stone, using the same principles as Swedish massage with the addition of heated stones, which leads to deep relaxation. The penetrating effect of the stones allows the massage to be delivered without excessive pressure. Sports – This no-nonsense massage involves stretching tight muscles and stimulating inactive muscles. Sports massage can enhance performance, prevent injury, and reduce post-workout recovery time. Trigger point – This massage
•T he environment should always be inviting and professional, and the client should feel comfortable. Clients should be properly draped and empowered to ask for changes in temperature, lighting, pressure, etc. •B y seeing the same therapist, the client will be able to track their treatment-plan progress.
Dr. Christine Maclary is accessing the cervical spine of her patient before performing a chiropractic adjustment.
type uses concentrations of pressure on each trigger point (often called a “knot”) to release lactic acid buildup and reduce muscle pain and spasms. More frequent treatments with a regular therapist can help them catch issues, such as range-ofmotion changes, before they become serious problems. At spas like Hand & Stone, they encourage more frequent, monthly visits by having lifestyle membership programs with special discounted savings for members. Patterson Smith encourages anyone seeking massage treatment
to consider the following when choosing where to go: • A one-hour massage should include a consultation — time to talk with your therapist and discuss any medical considerations (such as recent procedures, oncology care, or pregnancy) to ensure that your specific needs can be met with the right therapist. • Know that massage therapists must renew their license every two years, hold valid CPR and Act 31 (child abuse) certificates,
Using Chiropractic Care to Relieve Stress Your nervous system is housed within your spine. It controls every cell, tissue, and organ in your body. For good, strong healing to occur, it needs to work free from interference, known as subluxations — misalignments of spinal bone that cause nerve interference. Subluxations are caused by three types of stress: physical (e.g., traumas, falls, or accidents), mental/emotional, and chemical stress (e.g., medications, pollution, chemicals in food, and drugs/ alcohol). When a subluxation is left uncorrected, it can lead to more serious problems in the body, such as migraine headaches, arthritis, herniated discs, spinal stenosis, autoimmune and digestive disorders, etc. The purpose of the chiropractic adjustment is to correct spinal misalignments, taking the pressure off the nerve and enabling the body to heal itself from the
physical effects of the stress. Some benefits of chiropractic care include a strengthened immune system, decreased pain, increased flexibility, improved balance, improved posture, and strong healing. Maclary advises that a chiropractic adjustment should never be painful and is usually very gentle. A chiropractic adjustment can either be done hands-on or with an instrument, which are both equally effective. The ideal frequency of chiropractic care varies greatly, depending on a person’s health history. For example, someone who has been in a car accident needs more frequent care. Overall, it’s important to consider that it takes time to get your spine back to a healthy, strong position. “Much like it takes time to straighten your teeth with braces, it takes time and regular chiropractic adjustments to correct your spine and then maintain that correction,” says Maclary. Between visits, there are ways to help hold or maintain the adjustment: be conscious of a healthy posture, get regular exercise, eat healthy, get enough sleep, and avoid the stressor, if possible. “It is worthwhile to note how beautifully chiropractic and massage can work together,” says Maclary. “While the nerves control the muscles, the muscles can also pull the bones out of their healthy alignment. We recommend massage to many of our patients, and we get many referrals from other massage therapists.”
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and undergo background checks. For certain services, special certifications may be required.
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Watch
Women to
Taylor Bland has been hired by Godfrey as account manager. Bland comes with over 10 years of experience in the marketing and advertising world. Accounts she has previously worked with include FedEx and Homewood Suites by Hilton.
Josette Myers was recently named
CEO of HealthSouth Rehabilitation Hospital of Mechanicsburg. As CEO, she will oversee the day-to-day operations as well as patient quality and care at the physical inpatient rehabilitation hospital.
Elaine Scott has been hired as general accountant for Investment Real Estate, LLC in York. Scott’s responsibilities include providing key support and administration in banking and treasury, accounts payable and receivable, payroll, financial reporting, and human resources.
Nikki Shingle, CGPA, CAP®, has been
Chantel Shuman has been hired as social media
Jennifer Youmans has been hired by
named regional director for Everence Financial’s Central Pennsylvania offices. Shingle was hired in 2010 and was most recently director of charitable relations.
assistant at Wavelength Marketing, LLC. Previously, she was a public relations consultant for HerBusiness and for The Daily Athenaeum, a print and digital news publication based in Morgantown, West Virginia.
Godfrey as senior designer. Youmans comes to Godfrey with over five years of graphic design experience in Washington, D.C., and Hong Kong.
Celebrate your achievements! Did you or someone in your organization get a promotion? Did you hire someone spectacular? Did you or your company receive an award? BusinessWoman magazine would love to let the world know! Upload your picture(s) and information at:
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Connections
Email your announcements of career advancements and professional new hires to crupp@onlinepub.com. Photos should be saved as a tiff, jpeg, pdf or eps at 300 dpi. Mail to: BUSINESSWOMAN, 3912 Abel Drive, Columbia, PA 17512. Photos sent through mail will not be returned. Please – no duplicate releases.
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~ December 2017 | BUSINESSWoman
Meet and
Greet
5th Wednesday Networking Lunch 11:30 a.m. – 1 p.m. Held ONLY 5th Wednesdays of the year Rotating location – West Shore Area Wicked Kitchen 30 S. Main St., Mechanicsburg Mitzi Jones mhjsunshine@aol.com American Business Women’s Association (ABWA) Camelot Chapter 6 p.m. 3rd Monday of the month Radisson Hotel Harrisburg, Camp Hill Marianne Troy, President 717.802.5622 mariannetroy@gmail.com www.abwacamelot.com Lancaster Area Express Network 7:15 – 9 a.m. 3rd Wednesday of the month Lancaster Country Club 1466 New Holland Pike, Lancaster Gail Tomlinson 267.278.6011 tomlinson.gail@comcast.net www.LAEN-ABWA.org Lebanon Valley Chapter 6 p.m. 4th Wednesday of the month Hebron Fire Hall 701 E. Walnut St., Lebanon Penny Donmoyer 717.383.6969 www.abwalebanonpa.com Penn Square Chapter 11:45 a.m. – 1 p.m. 1st Thursday of the month Hamilton Club 106 E. Orange St., Lancaster Laurie Bodisch, president 717.571.8567 lbodisch@fult.com www.abwapennsquare.org
Wheatland – Conestoga Chapter 6 p.m. 1st Tuesday of the month Heritage Hotel 500 Centerville Road, Lancaster Linda Landis, President 717.880.6074 lalandis0114@comcast.net www.abwa-wc.org Yellow Breeches Chapter 6 p.m. 4th Wednesday of the month Comfort Suites 10 S. Hanover St., Carlisle Kerina DeMeester kerina1011@gmail.com Central PA Association for Female Executives (CPAFE) 1st Wednesday of each month Refer to website for the meeting location Lori Zimmerman, President 717.713.7255 info@cpafe.org www.cpafe.org Executive Women International Harrisburg Chapter 5:30 p.m. 3rd Thursday of the month Rotating location Deb Pierson dpierson@piersoncci.com www.ewiharrisburg.org Faith & Business Women Networking 8:15 a.m. 1st Friday of the month York Springs Foursquare Church 400 Main St., York Springs 717.659.9488 or 717.752.6104 FABWomen1@gmail.com
Insurance Professionals of Lancaster County (IPLC) 5:45 p.m. 3rd Tuesday of the month, Sept. – May Heritage Hotel 500 Centerville Road, Lancaster Krista Reed, Treasurer kristamariereed@gmail.com www.internationalinsuranceprofessionals.org/ group/117 International Association of Administrative Professionals Capital Region of Pennsylvania LAN Meeting Locations Vary Pam Newbaum, CAP-OM LAN Director pneubaum@pinnaclehealth.org 717.782.5787 www.iaap-harrisburg-pa.org Pennsylvania Public Relations Society 5:30 p.m. Last Thursday of the month Erin Kanter, President pprshbg@gmail.com www.pprs-hbg.org Shippensburg Women’s Area Networking (SWAN) Noon 1st Wednesday of the month Rotating location Amanda Ridgway, President shipswan@yahoo.com www.facebook.com/shipswan
Women’s Business Center Organization (WBCO) 11:30 a.m. – 1:30 p.m. 2nd Tuesday of the month Sept. through April Alumni Hall – West Campus York College of PA 441 Country Club Road, York Lynne Breil, Executive Director lynne@theprofessionaledgeinc.com Julie Sterner, Administrator jsterner@ycp.edu www.wbcoyork.org Women’s Capital Area Networking (WeCAN) 11:30 a.m. – 1:30 p.m. 3rd Wednesday of the month Radisson Hotel 1150 Camp Hill Bypass, Camp Hill Abeer Allen, President 717.514.4449 info@wecanconnect.org www.wecanconnect.org Women’s Network of York 11:30 a.m. 3rd Tuesday of the month Out Door Country Club 1157 Detwiler Drive, York Laura Combs, President laura.combs@integritybankonline.com www.facebook.com/wnyork
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