Author Archives: Rosica Communications

Rosica Partners With The Salvation Army Camden Corps For Largest Food Drive in South Jersey

Thanksgiving is a time to share gratitude and good food with family, but for those experiencing food insecurity, that’s not the priority. To address this issue, The Salvation Army Camden Corps held a Thanksgiving food drive, the largest in South Jersey, at the Kroc Center in Camden, helping 1,800 families in need, county-wide, celebrate the holiday.

Families signed up for designated time slots to pick up their turkeys and food boxes, which contained vegetables, stuffing, and more. The Army also delivered 500 turkeys and food boxes to those who were unable to obtain transportation to the Kroc Center.

Due to COVID-19 and an economic collapse, this has been the greatest food need since The Great Depression, and The Salvation Army proudly served people in need with help from its donors and partners. “We wanted to bless lots and lots of families, as many as we could,” said Kroc Center Resource Development Manager Ben Ovadia. “The partners made that possible. All the partners we’ve had for Thanksgiving have been generous in the past and really worked to help make this year’s feat a reality.”

Partners for the Thanksgiving donation event included Butterball, the Food Bank of South Jersey, U.S. Cold Storage, and HALOLIFE, which provided free face masks for frontline workers and volunteers.

Specializing in PR for nonprofits, Rosica Communications secured numerous media placements including, CBS 3 Philadelphia, FOX 29 Philadelphia, TapInto Camden, Telemundo, NBC 10 Philadelphia, ABC 6 Philadelphia, and Anointed News Journal.

Legacy Food Manufacturer, New York-based Hanan Products Partners with Rosica Communications

Hanan Products, a 74-year-old, third-generation company from Hicksville, NY with an international presence, has tapped Rosica Communications for public relations and marketing services. Rosica and Hanan, both family-owned companies, are partnering to grow Hanan’s Thought Leadership presence, promote its new products, and grow the brand nationally. An award-winning food PR agency, Rosica draws on its 40 years of experience to elevate Hanan’s visibility in food trades as well as consumer/business media.

All-natural and vegan foods are trending in the food industry, and Hanan has been developing products in these categories to meet the demand. When the campaign first began, Rosica’s strategy was to leverage Hanan’s new products, HPT PURE and Whip Deelite PURE, and the untold family business story to elevate the company’s thought leadership and brand presence. Media results have yielded prodigious results, reaching numerous trade publications in the baking, whole foods, and foodservice sectors along with regional and national business outlets.

“We partnered with Rosica because we wanted to work with a like-minded firm, one that puts quality and service first,” said Ryan Hanan, Chief Operating Officer at Hanan Products. “Rosica understands our business objectives. That, combined with their deep food industry expertise, will give us a real advantage.”

Read about Rosica and Hanan’s partnership here:

Why Cause Marketing Matters

What is cause marketing or cause-related marketing (CRM) and why is it important?

Cause marketing is a public relations and marketing strategy. By forging an alliance with a nonprofit or “cause,” a company can leverage the public’s demand for socially responsible corporations and achieve its business objectives. Its relevance and power has never been more important than it is today.

Did you know that up to now, only 5% of all nonprofit giving came from corporations? This indicates that companies must not know the value or understand the impact – on business and marketing. Here are some important facts about cause marketing:

  • Successful cause marketing can bolster sales, build brand awareness, improve employee morale, help manage or avoid a crisis, create a fresh public relations strategy, all while making a positive contribution to the community
  • 84% of Americans think charitable giving by corporations is important (product, dollars, services) and a company’s charitable giving affects nearly three-quarters (73%) of Americans’ purchase decisions
  • Cause marketing demonstrates compassion and community involvement, which leads to improved recognition/awareness, emotional connectivity with customer, and increased loyalty
  • 89% of consumers say they want brands to shift money and resources to produce products that help people meet pandemic-related challenges

In partnership with Lakeland Bank today, Chris Rosica, president of Rosica Communications, presented on this timely topic – highlighting cause-related case studies and instructions from his book, The Business of Cause Marketing. These included:

  • Selecting a strategic charity/cause marketing partner
  • Ensuring your cause-related marketing initiatives get noticed
  • Utilizing CRM to bolster reputation management and impact crisis communications
  • Executing media events that command attention
  • Coordinating photo opportunities and visuals that appeal to media, which typically ensures media coverage
  • Measuring the impact on employee retention and customer and public perception

There are numerous cause marketing examples Rosica’s PR agency has been involved with, including Famous Amos Cookies, Rollerblade, Stew Leonard’s, HALOLIFE, Healing Hands, Verizon, ShopRite, and numerous others. All garnered print and broadcast media coverage with clear and compelling messages about the company and its mission, and some campaigns won national awards for the results.

When it comes to photo opportunities, here are a few we created, resulting in tremendous media coverage:

  • “Kicking off” Boys & Girls Clubs week for Boys & Girls Clubs on the 50-yard-line of Giants Stadium with kids, the State Director of BGCNJ, and a former Giants player
  • Instead of a traditional ribbon-cutting to open a new restaurant in Ridgewood, New Jersey, we created an ice sculpture ribbon and had the executive chef, restaurant owner, and mayor cut the “ribbon” with a chainsaw
  • Rather than the predictable oversized check presentation to a nonprofit, on behalf of a leading supermarket client, we created the world’s smallest $10,000 check – with a giant magnifying glass, which we gave to a hospice organization

These are just a few examples from Rosica’s book, The Business of Cause Marketing, that he discussed at this seminar. Rosica says, “Do good and do well.”

HALO Life Helps the Homeless in Austin

HALO Life recently teamed up with Hearing the Homeless to distribute HALO masks to those in need in Austin, TX, a city being hit hard by COVID-19. In Travis County, Texas, there are now more than 28,000 confirmed coronavirus cases with more than 400 deaths, with numbers growing. What’s more, as of May, the homeless population reached 2,506, an 11% increase from last year. With COVID-19 outbreaks happening at homeless shelters across America, including high-profile cases in Alaska, Hawaii, and Atlanta, health experts are concerned about the virus’ spread among this at-risk community. Fortunately, the city of Austin has been working hard to provide resources to the homeless to get through the pandemic safely.

HALO Life, which makes reusable, high-quality face masks that block more than 98% of harmful airborne particulates, including coronavirus, is committed to helping the homeless, protecting them and their communities. Therefore, HALO distributed masks and other essential supplies like water, socks, and clothing at the Austin event. As reflected in the Stateman story, Terry Accor, who has been experiencing homelessness for the past six months, is grateful to have received a HALO Mask during this challenging time.

“There’s no place that the virus is doing more damage than to our homeless brothers and sisters,” said Steve Ehrenreich, affiliate director with HALO Life. Join HALO Life in the effort and read the full article here:

Newark Trust for Education Shares How Students Can Succeed During COVID-Era Learning

Going back to school for the 2020-2021 school year will look very different for students, parents, teachers, and administrators. Education nonprofit Newark Trust for Education Executive Director Ronald Chaluisan participated in ABC New York’s “Back to School Town Hall,” an hour-long show on how to help children succeed in this new learning environment.

One of the central points Chaluisan made is that learning is a social activity and, whether going back to school or learning remotely, we should always be thinking of how to safely increase socialization for students so they can succeed emotionally and academically. He also commented that communication between parents and children is important, and having an open dialogue before going back into the classroom can be helpful. This means asking kids questions along the lines of what excites them about the new school year, their plans, and their concerns. He suggests having parents and children role-play situations, like the child seeing his or her friends at school again.

Another education-related issue Chaluisan brought up is anxiety. We need to acknowledge that the world has changed, and so have children’s relationships. Having activities like a peer-to-peer forum would allow these kids to either rebuild or build up new relationships with others. Parent-to-parent forums to discuss how they feel and what is working for them are also very helpful in easing parents’ anxieties.

He looks at this situation as an opportunity to better our education system and bring about more equity – in instruction, technology, socio-emotional learning, communication, and resources. He believes inequity in schools can turn into a front-burner issue that brings parents’, students’, and teachers’ voices together. Watch the Town Hall segment here:

HALO Life and Salvation Army Team Up to Help the Homeless

In its mission to help New Yorkers stay safe from coronavirus, the Salvation Army of Greater New York recently partnered with HALO Life to give high-quality masks to the homeless and underserved populations of New York. Many New Yorkers who are homeless or have become unemployed because of the pandemic do not have access to the appropriate PPE they need, so HALO Life and Salvation Army stepped in to help. Hundreds of people lined up to claim their reusable masks, which offer powerful, full-spectrum protection with a wafer-thin nanofiber filter that allows for easy breathing.

“These are high-quality masks, which HALO Life donated today, and we are grateful to get these in the hands of those who need them most,” said Salvation Army Divisional Headquarters Major Kevin Stoops. “Like the Salvation Army of Greater New York, HALO has a strong mission; for every order they receive, they donate a mask to a charity partner. So, when people in came today to receive food, we’ve provided them with complementary Halo Masks – so they can be safe and comfortable.”

After receiving his new HALO Mask, Matthew Washington, a New Yorker who relies on the Salvation Army for support, said, “I think these masks are great. You can just feel the quality – and it can be used in warmer weather. I had a mask on, but this one is much better than the one I just took off. I feel much safer.”

You can review the earned media coverage Rosica secured for this PPE donation event and learn more here: amNewYork, WNBC New York, FOX 5 New York, and PIX11 New York.

New Jersey Teen Named Boys & Girls Club Youth of the Year

For more than 15 years, Rosica Communications has provided public relations, marketing, and communications services to Boys & Girls Clubs in New Jersey. Today is International Youth Day, and we’d like to recognize Tatiana Cruz, Boys & Girls Clubs of America’s New Jersey Youth of the Year winner. Cruz was selected for her leadership, service, academic excellence, and dedication. She is incredibly involved in her community and is a dedicated member of Boys & Girls Clubs of Hudson County, where for the past eight years, she has held leadership positions. She’s been a member of Junior ROTC, a volunteer with Jersey City Medical Center, and a Boys & Girls Club workforce development program participant. She has also participated in many Club programs such as Career Launch and Diplomas to Degrees, as well as an array of other activities. Cruz is extremely well-rounded, making her the ideal honoree for the Youth of the Year title.

“It’s amazing to be chosen. I’m essentially a role model for club kids, and non-club kids,” Cruz said. “I am honored to promote an organization that cares so much about social justice issues, plus such issues as college career readiness, especially among minority youth.”

Youth of the Year is a national competition hosted by Boys & Girls Clubs of America for high school students to compete for college scholarships and receive ongoing personal and professional development. Cruz won a $12,500 scholarship from Boys & Girls Clubs in New Jersey and Boys & Girls Clubs of America. Read more about Cruz and her Youth of the Year award here:

NSHSS Conducts Gen Z Career Interest Survey

A survey recently conducted by The National Society of High School Scholars (NSHSS) reveals workplace benefits Gen Z students care about most and where they’d prefer to work.

Each year, NSHSS distributes a survey asking high school and college students about their future plans and aspirations. This year, 14,000 students completed the survey.

NSHSS President James Lewis said, “This is a group of empowered young adults who intend to shape the problems and opportunities they face, not stand on the sidelines. They told us human rights is a primary concern, followed by healthcare and education. Gen Z will be bringing their social justice agenda to the workplace; they expect future employers to reflect their convictions, including having women and racially diverse individuals in leadership positions.”

Survey results show Gen Z places importance on social justice and ranks health insurance over pay and flexible work schedules. This generation is most interested in medical careers, skills development (rather than simply acquiring knowledge), being able to pay off student loans, and having a feeling of balance and belonging. Top employers Gen Z would like to work for include local and regional hospitals, St. Jude Children’s Research Hospital, Mayo Clinic, Google, and Walt Disney Company.

Read more about this in-depth Gen Z workplace survey here:

The Salvation Army Provides Youth with a Camp Experience Despite COVID-19

Most camps are closed, but thanks to the Salvation Army of Greater New York, children are now enjoying a camp experience – from their homes. Underserved kids and families are receiving games, activities, arts and crafts supplies, even snacks, sunglasses, and t-shirts, delivered to their residences.

Once a week, “campers” will receive a box with different themed items and activities they would get if they were actually attending camp in person.

Each fun and educational box addresses areas of concern, such as food insecurity, summer learning loss/regression, and anxiety/stress. With a mission to provide services to children in need, every child will also be assigned a virtual camp counselor to interact with, whether over the phone or through video chat.

Nonprofit New York Cares volunteers meet with the Salvation Army of Greater New York staff and volunteers to assemble and deliver more than 1,000 boxes each week providing kids this welcomed reprieve throughout New York’s five boroughs, the Hudson Valley, and Long Island.

CBS New York, Fox 5 New York, and Spectrum 1 News covered the story. You can find CBS New York’s story here and a video from Fox 5’s segment here.

Newark Public Library Names New Director

Recently covered by ROI-NJ and other New Jersey media outlets, Joslyn Bowling Dixon, who has more than 20 years of experience working in large urban public libraries, has been appointed as the Newark Public Library’s new director. Effective August 3, Bowling Dixon will oversee the Library and its community branches. She will also advance the Library’s initiatives by building partnerships with Newark’s cultural and educational communities, supporting fundraising efforts, and more. Ready to move through the challenges between the online and virtual world, she seeks to strengthen the ties the Library has to the community.

Newark Public Library’s President Lauren Wells says, “The board of trustees is excited to welcome Joslyn because we see in her someone who understands the needs of diverse communities, young people, and families. We are certain her leadership will enhance library partnerships, broaden access to funding, and drive breakthrough programming. I believe Joslyn’s experience, spirit of collaboration, and enthusiasm to become a part of our library and city make her the leader we need for these times, and beyond.”

The announcement has received such publicity as ROI-NJ, Spot On New Jersey, and Newark Newsbreak.