Ramapo College Foundation: The Russ Berrie Making a Difference Award
Ramapo College Foundation: The Russ Berrie Making a Difference Award
The Ramapo College Foundation’s Russ Berrie Making a Difference Award recognizes individuals whose contributions and service to others strengthen communities and make the world a better place. Rosica Communications elevated this legacy initiative through strategic media relations, PR storytelling, and social media marketing.
Strategic Media Relations, Social Media, and Digital Marketing Program for the Russ Berrie Making a Difference Award
The Ramapo College Foundation’s Russ Berrie Making a Difference Award (MADA), a signature program of The Russell Berrie Foundation, recognizes New Jersey residents who create positive change in their communities, the state, and across the U.S.
Entering its 30th and final year, as planned since launching in 1996, the Foundation wanted to elevate the stories of its honorees and the breadth of their impact, increase statewide and national visibility, and establish a powerful digital presence to secure Gen Z nominations in 2026. With the Award sunsetting, the communications strategy also needed to honor Russell Berrie’s legacy, capture three decades of impact, and ensure MADA’s spirit of service would resonate into the future.
Rosica developed a comprehensive strategic thought leadership and communications program that encompassed message development, strategic media relations, social media marketing, graphic design, online advertising (social media and Google Grants), and video marketing. Our team focused on publicizing and elevating social engagement by utilizing honoree stories, positioning Foundation leadership as media resources on timely issues, and strengthening digital engagement through a cohesive social media strategy. Messaging emphasized community service, impact, data, and the unique role that these changemakers play in their communities.
Highlighting MADA honorees and their community impact, Rosica Communications secured New Jersey, national, and regional media coverage, including USA Today, CNBC Cures, eJewish Philanthropy, Asbury Park Press, Press of Atlantic City, ROI-NJ, BINJE, Courier Post, 201 Magazine, and earned broadcast media such as WWOR-TV/My9NJ, New Jersey Now, On New Jersey, and PHL17. Rosica also secured two op-ed placements, which reinforced The Russell Berrie Foundation’s leadership in recognizing and supporting those who make a difference in today’s world.
In addition to media relations, Rosica managed all social media marketing for the Award across Instagram, Facebook, and LinkedIn. Our team developed visually compelling graphics, honoree spotlights, and video content designed to elevate storytelling and strengthen audience engagement by incorporating clear calls to action for nominating and celebrating awardees. Our digital strategy was designed not only to sustain year-round engagement but to broaden MADA’s relevance among younger audiences and build momentum toward the 2026 nomination cycle.
This integrated PR, marketing, and communications program strengthened visibility for the Award and its honorees. National and statewide media coverage highlighted the diversity and impact of the honorees, while our social media efforts created a consistent and inspiring narrative that supported engagement and inspired others to get involved in the socially conscious programs the award winners started. As MADA entered its final year, Rosica ensured that Russell Berrie’s legacy and the Award’s decades-long impact were elevated and carried forward through the stories of its honorees. By celebrating those who have shaped communities and engaging a younger generation of changemakers, Rosica positioned MADA’s culture of giving back to extend well beyond this final Award year.
