Alzheimer’s NJ

Guiding a nonprofit through fundamental change – and telling its story far and wide

Alzheimer’s New Jersey turned to Rosica to manage its disaffiliation from the broader Alzheimer’s Association, a highly charged action that required senior counsel on all aspects of the separation. We brought the organization a communications and crisis strategy to ensure positive messages were being conveyed and negative issues were being shut down.

Our strategic plan encompassed development of the new name, logo design, visual assets, and website. We also developed a crisis communications plan including roles and responsibilities, key documents, and a communications cascade for communication to all internal and external stakeholders. We worked with our client to develop positioning and key messages that would carry them through their disaffiliation. We media trained the executive director to consistently tell a positive story and deflect any negatives which he did.

Thanks to the airtight program and execution in tandem with our client, the “new” organization, Alzheimer’s New Jersey, was able to continue on its successful path of supporting those in NJ suffering from Alzheimer’s disease, their families, and caregivers.

Once the disaffiliation was successfully executed, Rosica kicked off a high-profile media relations campaign to highlight the organization’s thought leadership, human interest stories, information, and events. Their CEO advanced thought leadership on public affairs shows, we told moving human interest stories through all broadcast channels, publicized local events, and leveraging timely subjects in the news. Our coverage swept the state and reinforced the organization’s standing as the leading expert and resource serving those suffering from or caring for those with Alzheimer’s disease.