Central New Jersey
Marketing/Public Relations Plan
Communications Plan 2005
The main objective of the communications/public relations program in support of the TWC-CNJ will
be to raise awareness among the community of a new cancer center offering support services to Central
New Jersey people with cancer and their families. Garnering the local media’s attention to disseminate
our messages will be at the root of this program; however, other targeted audiences may be reached via
other tactics/venues.
TWC-CNJ will execute a campaign that uses different angles and news hooks to reach its various
targeted audiences and the local media. The common theme of the public relations program will
highlight TWC’s philosophy – Patient Active model – while encouraging individual/corporate
contributions and volunteerism – and participation/enrollment from people with cancer and their
families.
The following provides detailed communications/public relations recommendations to continue the
momentum of the opening/launch of TWC-CNJ and recommended tactics to sustain the energy
through 2005.
Situation Analysis
 On Feb. 9, 2002, TWC-CNJ received its charter from TWC and is now known as The Wellness
Community of Central New Jersey (the only affiliate of TWC in the New York-New Jersey
area).
 A Board of Trustees of seventeen committed individuals from many areas of expertise is in
place with a Professional Advisory Board comprised of twenty five members including
oncologists, surgeons, social workers, nurses and psychiatrists.
 TWC-CNJ doors opened on November 8, 2004 and programming began.
 TWC-CNJ will continue to penetrate and educate the media, local hospitals, cancer centers,
faith based groups and the community at large to inform them about the programs in place and
those planned for the future which offer education, support and hope to cancer patients and
their families.
Stated Commitment
The Wellness Community of Central New Jersey (TWC-CNJ) is committed to helping people with cancer and their loved
ones by providing cost-free, professionally led programs of emotional support, education, and hope as an integral part of medical
care and treatment.
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How will communications/public relations support this goal?
Communications Objectives
 Create/raise awareness of TWC-CNJ and its offerings to the community, encouraging people with
cancer and their families to participate in the programs.
 Differentiate TWC-CNJ from other cancer support agencies in the area and communicate ways in
which the agencies collaborate.
 Position TWC as the gold standard of excellence in psychosocial programs for people with cancer
and their families.
 Raise awareness among financial supporters and the media to continue to secure funding to keep
our doors open.
Communications Strategies
 Develop a targeted media strategy with tailored news hooks (i.e. use local angles) geared towards
raising the press’ interest and securing coverage in the local newspapers or other vehicles.
 Identify news of interest that will keep TWC-CNJ “in the news” (i.e. announcements of board
members, new programs, new grants, etc.)
 Use TWC-CNJ’s Newsletter as vehicle to reach targeted audiences.
 Publicize national program’s research and recognition to strengthen credibility at the local level
 Partner with other community groups or TWC chapters (i.e. Philadelphia, Lehigh Valley) to
leverage visibility in the community.
 Work with facilities and Todd Stires on PR articles that highlight the contractors working on the
Johnson House, emphasizing their generosity and their motivation.
 Officially announce TWC-CNJ New Location upon completion of the Johnson House.
Target Audiences
 Local media (i.e: The Courier-News, Home News Tribune, Asbury Park Press, the Star-Ledger
[and its local bureaus], The Times, The Trentonian, The Recorder etc.)
 People with cancer and their loved ones in Morris, Middlesex, Hunterdon, Somerset, and
Mercer counties
 Healthcare professionals
o Oncologists
o Oncology Nurses
o Radiologists
o Select Emergi–Care Centers
o Health Departments
o VNA’s/Hospice
o Others
 Cancer Centers in Central NJ
o Morristown- Carol G. Simon Center
o Cancer Institute of New Jersey
o Hunterdon Cancer Center
o Reach beyond the NJ facilities; i.e. Columbia Presbyterian, Sloan Kettering, NYC
facilities.
 Other Cancer Support Agencies
o American Cancer Society
o Susan G. Komen Foundation
o Breast Cancer Resource Center in Princeton
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o CancerCare
o Cancer Hope Network
o Guilda’s Club
o National Cancer Organizations: i.e. Ovarian Cancer, Leukemia/Lymphoma Society
o Y-Me
o Us Too
o Sister’s Network
Social Service Agencies
o Catholic Charities
o Red Cross
o YMCAs
o United Way
o All agencies who have direct contact with individuals in the community
Community Groups
o Assisted Living Facilities
o Women’s Organizations (i.e. Junior League, Profession Clubs, etc.)
o Rotary
o Knights of Columbus
o Senior Citizen Groups
o Other Miscellaneous Organizations/Clubs
Faith Based Groups
o Temples
o Churches
Schools
Supporters
o Local Industry
o Friends
o Other Professionals
Corporate outreach
o Contact HR departments and educate them about TWC-CNJ and how their employees
can benefit from programs as well as volunteer time, talent and dollars.
o Work closely with Strategic Gifts Group to develop a plan.
Key Messages
 TWC-CNJ is dedicated to helping people with cancer and their loved ones by providing cost-free,
professionally-led programs of emotional support, education, and hope as an integral part of
medical care and treatment.
 TWC-CNJ will complement existing treatment from hospitals, doctors and cancer care facilities in
a “home-like” setting.
 TWC-CNJ is designed to be part of the standard of care for people with cancer by providing the
gold standard of excellence in psychosocial services, support and educational programs in Central
New Jersey in an environment that fosters hope.
 TWC-CNJ is part of a national not-for profit organization that offers a unique support group
designed to encourage cancer patients to be “Patient Active,” which can help them become more
effective partners with their health care team.
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Program Tactics
1) Press Material Development
Review existing TWC-CNJ materials and develop a press kit with various communications materials
with comprehensive information about TCW-CNJ and its program. These documents will be
disseminated during the program launch and throughout the year to the media, financial supporters,
prospective grant donors, etc. Documents for the program include:
 Press Kit
o TWC-CNJ Newsletter
o Press Release (if applicable)
o Fact sheet on TWC National and TWC-NJC
o Fact sheet on Board of Trustees (mini biographies)
o Fact sheet on Professional Advisory Board (mini biographies)
o Background on Our programs
o Fundraising Events
o Ways of Offering Financial Support
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Press Releases –Announcing events related toTWC-CNJ, i.e. “Frankly Speaking Series”,
fundraising events, etc. Press releases that announce news of value to the community.
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Patient Bios – Two or three patient stories will provide a compelling story for local journalists,
while highlighting the importance of TWC-CNJ. (Tie in to specific cancer awareness months,
i.e., March/Colon Cancer, October/Breast Cancer, etc.)
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Media List – Media list to include all local/community newspapers Morris, Middlesex,
Hunterdon, Somerset, and Mercer counties (Appendix A) and Internet sites (i.e. www.nj.com)
Continue to update/revise this list as needed.
2) “We’re In Town” Community Outreach
One cost-free and effective way of reaching the community and raising awareness that TWC-CNJ
is “In Town” is through exposure. Partnering with shopping centers and other community
locations in the central New Jersey area will help us reach our target audience in a place they
frequently visit.
 Shopping Mall Community Tables: Information tables at prime traffic locations such as
Bridgewater and Short Hills malls and the Flemington Outlets. TWC-CNJ must show proof
to the management office that the group is not-for-profit, petition dates for appropriate
locations, and man a table with two chairs to distribute information and answer passerby’s
questions, at no cost to TWC-CNJ (Target different cancer related events/months.)
 Central New Jersey Health and Community Fairs: Exposure also could be accomplished
by participating in community fairs in the area. These fairs charge for booth/table space,
but usually offer discounted prices for not-for-profit groups. (Appendix B)
 Lunch-N-Learns: These free-of-charge events generate great exposure to a very targeted
audience. Lunch-and-learns could be scheduled at local cancer centers, places of worship,
community colleges and the like. (Elicit location recommendations from the board.)
3) TWC-CNJ – Annual News Worthy Events and Fund Raising Events
Creating TWC-CNJ events that speak to the “Patient Active” philosophy, will draw media and
community attention, and will put TWC-CNJ on the map in central New Jersey. (Elicit location
recommendations from the board.) Possible events include:
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Ribbon-Cutting Ceremony: Spring 2005 - to announce the opening of the new facility in
Pluckemin, a ribbon-cutting ceremony will generate local media interest. Attendees could
include the president/CEO of TWC National, local gov’t official/counsel member and
major corporate sponsors. Photo opportunities and tours of the new center will be offered
to the media. This announcement also will be a great opportunity to introduce the support
services TWC-CNJ will offer.
 Open House for PBA
 Open House for Physicians
 Open House for Corporate and Major Gift sponsors
 Open House for Clergy & Faith Community
 Open House for other Cancer Support Organizations
 Open House for Community Groups
Half Marathon/Walkathon – A marathon is a great way to build awareness in the
community and to encourage a healthy lifestyle
 Strides for Hope Marathon in Phoenix, AZ – January 2006
 Somerset Hills YMCA’s is interested in working with us on a local run.
Golf Tournament
 Scheduled for September 26, 2005 at the Ridge at Back Brook.
 Chair: Alice Berringer and Christoph Peron. (Possible addition of
celebrity/clinic day.)
Annual Gala Dinner: Second TWC-CNJ fundraising dinner/event. Time, place, chair, etc.
TBD.
Quilt Design Contest – Although not necessarily a fund raising event, partnering with the
Raritan Community College, Middlesex County College or other institutions/businesses
(i.e. Michael’s Arts and Crafts), may be a wonderful way to garner publicity of a contest.
Fund raising could be integrated into the program by selling “quilt pieces” (different sizes
at various costs…this may work best once we are in the new location)
TWC-CNJ Wellness Fair – Partnering with local business could be a win-win for TWCCNJ. Creating and organizing a ½ day Wellness Fair could both raise funds and spread the
message of wellness of TWC. TWC-CNJ could solicit local business to offer services
(from massages to facials to nutrition shakes, organic foods and yoga videos). In return, the
local business will receive publicity.
3) Media Outreach / Identifying News Opportunities
Local media often want stories of their town’s residents and stories almost always – if not always –
must have local news of relevance to the community, such as the story of a new support center in
the community, a local patient and physician story, or the story of a local group of women/men
volunteering for the formation of a new support center. This is in our favor! Below are
recommended tactics to target local media to maximize coverage.
 Pitch letters/calls – to local journalists and communications directors in local cancer centers.
The pitch letter will highlight a new board member, milestone or program and outline the
importance of TWC-CNJ for cancer patients and their families.
 News opportunities
o Workshops i.e. “Frankly Speaking”, etc.
o Major donor/grant
o Announcement of Board of Trustees and Prof. Advisory Board members in their local
newspaper
o Fundraising Events
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o Move to new facility in Spring 2005 (At this time contact television stations for
coverage in addition to print media.)
o Corporate outreach (Contact HR departments and educate them about TWC-CNJ and
how their employees can benefit from programs as well as volunteer time, talent and
dollars.
4) Internet
Work to update the existing TWC-CNJ website to publish information about TWC Calendar,
current press releases; links to appropriate sites; ultimately creating opportunities for interactive
sales of items to generate additional dollars to support the programs/services of TWC-CNJ.
The Internet is a growing resource for local health information. Not only will we distribute the
press release to the local press, we’ll also encourage the local newspapers to post our news on their
respective web sites. Community Web sites also will be contacted to ensure that links to TWCCNJ Web site are added to their local listings of resources.
5) Newsletter
TWC-CNJ News-Design and distribute on a quarterly or 3 times/year basis.
6) Public Service Announcements (PSA)
Distribute from National as warranted to local media.
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Appendix follows below:
Appendix A – Media List
Morris, Middlesex, Hunterdon, Somerset, Union and Mercer Counties and Greater New Jersey
Media
Editor
Phone
Notes:
Kathleen Lanini
973-429-9925 Email: somerset@starledger.com
The Star-Ledger
(all New Jersey)
Bureau Chief-Somerset
Cty.
Rosemary Parrillo
973-392-1540 Email:rparrillo@starledger.com
Today, Accent Sections,
Health, Medicine
Mark Dilonno,
973-877-1728
Lifestyles editor
Cathy Bugman (local
reporter)
Deborah Jerome-Cohen, 973-877-1787
The Star-Ledger
(all New Jersey)
health, fitness &
exercise editor
Calendar Listing
event@starledger.com
Today Section
today@starledger.com
Business Section
business@starledger.com
The Courier-News
(Somerset,
Middlesex Counties)
The Courier-News
(Somerset,
Middlesex Counties)
Home News Tribune
Angela Haley, Calendar
and Events
908-707-3147
Jay Jefferson Cooke,
Lifestyles and
Medical/health editor
Sharon Waters, Health
908-707-3165
732-565-7270
swaters@thnt.com
Home News Tribune
(Middlesex county)
Rod Hirsch, news editor
732-246-5500
ext. 7271
http://www.thnt.com/
East Brunswick - daily covering news
and features in Central Jersey; includes
some features not in the print edition.
Home News Tribune
(Middlesex county)
Home News Tribune
(Middlesex county)
Asbury Park Press
3601 Highway 66,
PO Box 11550
Neptune, NJ 07754
Asbury Park Press
(Middlesex counties)
Asbury Park Press
Joan Hritz, calendar and
Events editor
Anne Bendheim,
Lifestyles
Community Calendar
732-246-5500
ext7274
732-246-5500
ext. 7332
732-643-3152
Marianne, Tamburro,
Community news editor
Robert Weston, Online
732-922-0368
ext. 3404
732-922-6000
Fax Release:
732-643-4014
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(Middlesex counties)
Asbury Park Press
(Middlesex counties)
The Times
(Trenton and Mercer
County/West Central
NJ and Lower
Bucks)
The Times
(Trenton and Mercer
County /West Central
NJ and Lower
Bucks)
The Trentonian
(West Central NJ and
Lower Bucks)
Daily Record
(Morris and Sussex
counties)
North Jersey Herald
& News
Somerset Spectator
Manville News
Somerset Messenger
Gazette
The Bernardsville
News
Hunterdon County
Democrat
PO Box 32
Flemington, NJ
08822
editor
Weston@app.com
Harry Ziegler, lifestyles
editor
Ida Furente, Community
news editor
ext. 4626
David Newhouse,
Lifestyles editor
609-989-5666
Molly Davis, Features
and Lifestyles editor
609-989-7800
ext. 297
732-922-6000
ext. 4500
609-989-5737
http://www.dailyrecord.com/
Editor John Patten
908-359-0850
Fax: 908-359-3930
Editor: Charlie
908-766-3900
Fax: 908-766-6365
Email: editor@bernardsvillenews.com
Sheila Abrahms
(Reporter)
Editor: Terry Wright
908-782-4747
Email: Shelbern@att.net
Fax: 908-782-6572
Email: News@HCDemocrat.com
Hamiltonet
(Hamilton - focusing
on the
people/organizations
and businesses)
http://www.hamiltonet.net/
U.S. 1 – Princeton
Princetoninfo.com
Local business, arts, and entertainment
news and classified advertising in
greater Princeton and central New
Jersey/Bucks County Pennsylvania.
Princeton Packet
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Business News New
Jersey (New
Brunswick - NJ's
business newspaper)
South Plainfield
Observer (South
Plainfield)
Madison Eagle
Newspaper
(Madison)
Roxbury Register
(Roxbury)
http://www.njbiz.com/
http://www.spobserver.com/
The Daily Targum
(serving Rutgers
Community)
New Jersey
Magazine
NJ Morris County
Online - weekly
magazine featuring
photo coverage of
local sports,
community events,
and news.
Monthly
Online
http://www.catholicspirit.com/
The Catholic Spirit
(Kendall Park newspaper for The
Diocese of
Metuchen)
New Jersey Jewish
News (Whippany local and world news
weekly)
Weekly www.njjewishnews.com
The Speaker
(local Jewish
community has a
monthly newspaper)
Cable News/WEB
Patriot 8
Channel 12
Monthly (Diane Naar can give
particulars of others)
VilleTV22
United Way BB
Patriot 8 Community BB
News 12 Community
BB
Community BB
908-725-2300
Mike Ryan
Download Form from Internet
Fax: 732-417-5155
Fax: 908-725-2859
Email:
Saving TV and Radio Stations for news blast upon moving to TWC permanent location.
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