AMERICAN CANCER SOCIETY RELAY FOR LIFE
Marketing and Publicity Chair
Guidebook 2013
Table of Contents
Welcome Marketing and Publicity Chairs .................................................................................. 3
Creating a World with More Birthdays ...................................................................................... 4
Job Description .............................................................................................................................. 5
Relayforlife.org versus Relay Central .......................................................................................... 6
Eastern Division’s Communications and Marketing Team ....................................................... 6
My Relay Contacts ......................................................................................................................... 7
Media .............................................................................................................................................. 8
Media Relations .................................................................................................................. 8
Media Sponsorships ........................................................................................................... 8
Marketing ....................................................................................................................................... 9
Advertising and Public Service Announcements ...................................................................... 11
Branding and Text Standards .................................................................................................... 12
Crisis Communications ............................................................................................................... 14
Cheat Sheet ................................................................................................................................... 15
Media Relations Timeline ........................................................................................................... 16
Talking Points .............................................................................................................................. 17
2
Dear Marketing and Publicity Chair volunteer,
Welcome to Relay For Life and thank you so much for volunteering to promote Relay For Life in
your community! You will play a critical role in helping the American Cancer Society get the
word out about Relay and the fight against cancer.
This guidebook serves as a tool to help you plan and promote your Relay For Life event. But you
won’t be working alone! The American Cancer Society’s Communications and Marketing team
has developed materials, templates, sample releases, and other tools to help you promote Relay
For Life in your community or on your campus. Much like Relay itself, Relay marketing and
publicity is a team effort. So if you have any questions or need guidance at any time, please feel
free to contact the communications and marketing team. Our contact information is included in
this guidebook.
On behalf of the Eastern Division of the American Cancer Society, thank you for volunteering as a
leader in your community. You join thousands of volunteers across the country that devote their
time, talent, and heart to help Relay For Life grow, and to help the American Cancer Society save
lives and create a world with more birthdays.
Many thanks,
Eastern Division Communications and Marketing Team
American Cancer Society
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How the American Cancer Society Saves Lives and Creates More
Birthdays
For nearly a century, the American Cancer Society has fought for every
birthday threatened by cancer in every community. By taking what we’ve learned and turning it into
what we do, we have contributed to a 15 percent decrease in the overall cancer death rate between the
early 1990s and 2005. Overall, 11 million cancer survivors in America will celebrate a birthday this
year.
Helping You Stay Well
• We help people quit smoking through our American Cancer Society Quitline® telephone
counseling service. Since 2000, we have helped 400,000 tobacco users through confidential,
one-on-one customized support.
• Our guidelines for proper nutrition and physical activity and cancer screenings help doctors and
average Americans understand how to reduce cancer risk and what tests they need, to find
cancer at its earliest most treatable stage.
Helping You Get Well
• Our phone lines are open every minute of every day to help connect people with the answers
they need. Each year, we provide free information and support to the nearly one million people
who call us at 1-800-227-2345.
• We’re a trusted resource for the more than 23 million visitors each year to cancer.org, where
we offer the latest information and news on cancer and help people locate resources in their
community.
• The American Cancer Society Patient Navigator Program, offered in 200 hospitals and
treatment centers across America, helps guide people facing cancer through every step of their
journey. In 2011, we helped more than 60,000 patients through their cancer experience.
Finding Cures
• We’ve had a hand in nearly every major cancer breakthrough of the last century, including
confirming the link between cigarette smoking and lung cancer, establishing the link between
obesity and multiple cancers, developing drugs to treat leukemia and advanced breast cancer, and
showing that mammography is the most effective way to detect breast cancer.
• We’re the largest non-governmental funder of cancer research in the United States, having
spent more than $3.4 billion on cancer research since 1946.
• We fund beginning researchers with cutting-edge ideas early in their careers – 44 of whom
have gone on to win the Nobel Prize, the highest accolade in scientific achievement.
Fighting Back
• Nearly 70 percent of the US population now covered by a smoke-free law can breathe easier,
thanks in part to the Society and our nonprofit, nonpartisan advocacy affiliate, the American
Cancer Society Cancer Action NetworkSM (ACS CAN).
• Together with ACS CAN, we have helped pass state laws ensuring that people have access to
and coverage for lifesaving cancer screenings and treatments.
• One in every 100 Americans participates in one of the 5,200 American Cancer Society Relay For
Life® events across the globe, comprising the world’s largest movement to end cancer.
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Relay For Life
Marketing and Publicity Chair
Job Description
The Relay For Life Marketing and Publicity Chairs support the community marketing and media
relations’ efforts of one of the American Cancer Society’s signature fundraising events – Relay For
Life. Ideally, the volunteer has experience in advertising, marketing, public relations or a related
field. However, this is not a requirement for success. In order to be successful, the volunteer should
have knowledge of Relay For Life and the community the event is based in.
Job Requirements include:
• Being knowledgeable about Relay For Life
• Be connected to key businesses and organizations within the community
• Either have relationships with the local media contacts or be able to build such
relationships
Duties and responsibilities include:
• Work with your regional communications and marketing staff partner on opportunities
with larger media outlets (radio and tv stations and daily papers)
• Build relationships with local media outlets (weekly community papers)
• Serve as spokesperson for your event
• Help identify feature and survivors stories
• Manage event branding at the kick off and event
• Seek out community opportunities to promote Relay For Life
• Manage promotional opportunities such as Paint the Town Purple
• Utilize Media Template materials to promote your event to your local media
• Distribute press materials to local media, specifically weekly newspapers
• Coordinate with the committee and team captains on opportunities to distribute event
brochures and posters throughout your community (businesses, schools, churches, stores,
etc)
• Act as a media liaison at your Relay
• Secure pro bono ad space in local media outlets to place Relay For Life public service
announcements (PSAs)
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Relayforlife.org versus Relay Central
What’s the difference?
Relayforlife.org
The National Relay For Life Web site is where to turn for your personal, team, or event Web
page. This site should be shared with all event participants and has great resources, including
fundraising tips, meeting and event information, and success stories from across the country.
Relay Central (www.relayforlife.org/nynj)
Relay Central is the home of Relay For Life in the Eastern Division. This resource is for committee
members, team captains, and other volunteers who are ready to take their involvement with Relay
For Life to the next level. Eastern specific resources, such as job descriptions, Eastern corporate
partners, e-cards, flyers, banner ads, and Eastern fundraising challenges are kept here.
Relay Central also has a special section just for you! Check out the Marketing and Publicity
Chair section for all the resources you need, including media templates, public service
announcements, sample pitch letters, pictures, sponsorship information, and more!
Eastern Division Communications and Marketing Team
Find your C&M staff partner then fill in the spreadsheet of contact information on the following
page.
Ashley Engelman
212.492.8403
Ashley.engleman@cancer.org
New York City
Long Island
Westchester
Desiree Berenguer Carton
732.818.3517 x2328
Desiree.carton@cancer.org
New Jersey
Kim McMahon
585.224.4926
Kim.mcmahon@cancer.org
Upstate New York
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My Relay Contacts
TITLE
NAME
TELEPHONE
NUMBERS
EMAIL ADDRESS
EVENT CHAIR
AMERICAN
CANCER
SOCIETY STAFF
PARTNER
AMERICAN
CANCER
SOCIETY C&M
PARTNER
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Media
Media Relations
One of your roles as a marketing and publicity chair is media relations, which means working
with your local communications and marketing representative to secure media coverage prior to
your Relay event. Media can include television, radio, newspapers, and Web sites.
There are a lot of Relays in the Eastern Division and odds are your local Relay isn’t the only one
being covered by some of the newspapers you read, radio stations you listen to, and television
stations you watch. We want to be smart about approaching larger media outlets, and work
together to get the best coverage possible for Relay For Life.
A general rule is if a media outlet only covers your
event, such as your town’s weekly papers, or the
community calendar section of a local television
station, please use the media templates provided on
Relay Central to promote your event to this outlet.
If the outlet is a major daily newspaper or a television
station that covers many Relays in multiple counties,
work with your C&M team rep to pitch story ideas.
Media Sponsorships
Media sponsorships often include pro-bono advertising, pre-event coverage, and participation at
the event itself by the sponsor’s top talent. Some Relays have media sponsorships and others
don’t. Like all media, a sponsor does not necessarily mean you will have a successful event. A
media sponsor can help generate additional exposure for your event or events within their
coverage area. A successful partnership with a media outlet can be a valuable and lasting
relationship.
Because a media sponsorship usually involves recognition as the exclusive category sponsor for
the American Cancer Society event, it is important to involve your C&M team rep in any
discussions and before signing or committing to any sponsorship deals.
Generally, media sponsors are large media outlets and are brought on as multi-site sponsors for all
events within their coverage area.
If you want to learn more about media sponsorships, check out the media sponsorship section on
Relay Central and if you have an idea for a potential sponsor, contact Amy Delia in
Communications & Marketing at 315.433.5614 or amy.delia@cancer.org.
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Marketing
Beyond Media – Community Marketing Tips
Marketing and media are two very different machines. Media provides great tools to inform
people about Relay, but it isn’t everything! Publicity can’t take the place of getting out into the
community and talking to people about Relay. This is where community marketing comes in.
Here are some tips and tools to help you promote your event in the community.
Million Click Challenge
What is the number one reason people DON’T donate to a Relayer? No one
asked them to! The Million Click Challenge encourages team captains and
participants to send emails to everyone they know asking them to support their
Relay efforts. One email sent from your participant center equals one click.
Your mission is to promote this challenge among your team captains. Does your
community or college event have the quickest thumbs to send the most emails?
Help us send one million emails this Relay season. Visit the Million Click
Challenge section of Relay Central to find a flyer to help promote this great challenge to your
team captains.
Paint the Town Purple
Looking for a way to let your whole town or campus know that Relay is coming? Six to eight
weeks before your Relay (May 1st is a great option!) host a “Paint the Town Purple” Day!
Encourage your teams to turn their front porches purple with lights, balloons and banners. Ask all
the businesses on Main Street to hang Relay posters in the windows. Post yard signs around town.
Have your Mayor offer a declaration in support of Relay. And always keep registration materials on
hand so people know how to donate, sign up, and get involved! Check out Relay Central for Paint
the Town Purple materials to share with your team captains or the local media.
Social Media
Do you have access to Facebook or Twitter? Social media has quickly become
an integral part of any Relay For Life promotion. You can use Facebook to
create an event page for your event–just make sure you maintain it regularly!
Your staff partner needs to create the Event page and can assign you
administrator rights. Please make sure you let Amy Delia in Communications
and Marketing know you have an Event Page, and remember to link to the
Eastern Division’s Facebook page. Your event page is a great way to share meeting information,
team fundraisers, and answer questions from participants. By linking to our Facebook page, you
will see even more updates about Relay across NY and NJ and have the opportunity to interact
with volunteers to share ideas or ask questions.
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Print Materials
You will be supplied with an armory of print materials that will serve as tools to enhance your
community marketing efforts. Keep some of these in the trunk of your car so you will have them
available whenever you are out in your community!
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•
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•
•
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Relay For Life brochures
Relay For Life posters
Relay For Life flyer*
Relay For Life postcards
Relay For Life Sun & Moon cards
Public Service Announcements*
Yard signs
* These tools and more resources available on Relay Central at www.relayforlife.org/nynj
Check out how some Eastern Division Relayers engaged their communities!
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Advertising and Public Service Announcements (PSAs)
The general policy of the Eastern Division is that we do NOT pay for advertising or the production
of creative materials (e.g. design and printing) to support any Eastern Division activities, programs,
or events, including Relay For Life. We also do not pay for any promotional opportunities (e.g.
billboards, community awareness opportunities, etc.) or look to secure sponsor underwriters for
such opportunities. Instead, we rely on the generous support of media outlets and other relationships
to donate pro-bono support and we use existing creative materials, such as our public service
announcements (PSAs).
All our PSAs, including print, television, radio, and digital, are kept on our FTP site, which you or
your media outlet can access. For instructions on how to access this site, please email
amy.delia@cancer.org.
What are our PSA guidelines?
There are a couple of rules we must follow when dealing with PSAs. They are:
• All PSAs must follow nationwide branding guidelines and use the American Cancer
Society’s 1-800-227-2345 number and general relayforlife.org Web site.
• PSAs that will appear in outlets that cover multiple Relays must either mention all Relays in
the coverage area or remain general Relay For Life spots (this pertains to daily papers and
most television and radio stations).
Who do I talk to when trying to place a PSA?
Unfortunately, “PSA departments” rarely exist and finding the correct contact can be tricky.
Here are some tips:
• For broadcast outlets, ask for the community relations or the marketing/promotions
department. Most times, one of these departments will be in charge of pro bono
advertising.
• For newspaper outlets, ask for the community relations department or the advertising
director. The operator will often try to transfer the call to display or retail advertising
(neither will be correct).
• For online outlets, ask for the advertising department or web editor.
• Don’t give up! Many times, the operator at a media outlet is not aware that they offer pro
bono advertising or whom they should transfer the call to. Establishing the correct contact
may take some digging, but do not give up until the person in charge of pro bono ad space
can be identified.
What should I include in a PSA if a local station can tag a radio or TV PSA with event
information?
All events that exist in the coverage area of a given media outlet must be included in the PSA
(e.g. "There are five Relay For Life events in Monroe County" or "Webster High School, May
17, Long View Park, June 1"). Only 1.800.227.2345 should be listed as point of contact. NO
backdoor or local numbers should be used.
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Branding and Text Standards
The American Cancer Society’s most valuable assets are our name, logo, and brand. They identify
who we are and what we stand for, uniting us in a common cause and setting us apart as a unique
organization. We can protect and enhance the value of our brand by making sure it is represented
consistently and correctly everywhere it appears.
Brand Standards
The Relay For Life logo serves as a powerful symbol of the American Cancer Society’s premier
nationwide event. Therefore, when using the Relay For Life logo, adherence to the following
standards is essential:
• The Relay For Life logo must be used in its complete and unaltered form. The elements that
comprise the Relay For Life logo may not be changed in any way, nor should they be used
separately as individual graphic elements.
• The Relay For Life logo should never be tagged with text or joined together with marks,
symbols, icons, or other logos.
• Color formulas and combinations other than those set by the American Cancer Society are
not allowable.
• Individualized, custom logos for any purpose are not allowable.
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Text Standards
Just as consistency with our logo is important, consistency with Relay For Life text and wording
is also essential. When producing any written materials – from a flyer to an e-mail – be sure to
adhere to the following text standards.
Full Event Name: American Cancer Society Relay For Life
Short Event Name: Relay For Life (Relay)
Plural Event Name: Relays
Always capitalize the “F” in Relay For Life
Stylistic manuals support the capitalization of brand or trade names. The marketing benefit of
capitalizing the “F” is strong presentation of the event name.
Luminaria Ceremony: A luminaria is a paper sack filled with sand supporting a lighted candle.
Do not use “luminary” or “luminaries”.
Corporate Sponsorship/Local Identification Standards
1)
A corporate sponsor’s name should appear after the event name: “The
American Cancer Society Relay For Life presented by XYZ Company.” “The
American Cancer Society Relay For Life sponsored by XYZ Company.”
2)
A community’s name should appear after the event name: “The
American Cancer Society Relay For Life of Jefferson Township.”
3) A corporate sponsor’s name should never appear before American Cancer Society Relay
For Life:
Do not use “XYZ Company's Relay For Life.”
Do not use “XYZ Company's American Cancer Society Relay For Life.”
Do not use “XYZ Company presents the American Cancer Society Relay For Life.”
4)
A community's name should never appear before American Cancer Society Relay For Life:
Do not use “Jefferson Township's American Cancer Society Relay For Life.” Do not use
“Jefferson County presents the American Cancer Society Relay For Life.”
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Crisis Communications at your event
Relay For Life events are not immune to unexpected events that might pose a risk to participants or that
would harm the image and reputation of the American Cancer Society, and prevent us from pursuing our
mission of creating a world with less cancer and more birthdays.
In any crisis, perception can quickly become reality. How well we manage a crisis is determined not only
by the actions we take, but by how quickly and effectively we communicate and allay the concerns of our
key audiences.
This section will provide a brief plan to help you understand the procedures that should be enacted if and
when a crisis situation occurs at your event. PLEASE make sure you review this section with your
committee and staff partner prior to the event.
What is a crisis?
A crisis is any unexpected event that can focus negative public and/or media attention on the American
Cancer Society, our programs, or our personnel. It can be an incident that disrupts the regular planned
schedule of events and has a real or perceived negative impact upon the general welfare of the participants
and guests at the event, and the general public at large.
Ask yourself....
• Is there an obvious or perceived threat to life or property?
• Is the personal safety of a participant or participants threatened?
If you answered yes...
Assess the situation, with the event chair and/or staff partner if they are available. Determine if
emergency services need to be notified (fire, police, medical). Once that call has been made, alert the
regional vice president and your communications and marketing team representative as soon as possible.
Remember that Contact Sheet back on page 7? Fill in the appropriate numbers and bring the sheet to
your event.
Remember!
It is important that no statements are made to any media until the situation has been assessed, at which
point your C&M team rep and the RVP will put together a statement and determine next steps.
Examples of real Relay crisis:
• A participant slips on the bleachers and medical attention is needed.
• An individual is threatening the personal safety of event participants and/or guests.
• Someone who is under the influence of drugs or alcohol is displaying unruly behavior.
What about weather?
While we all hope our Relay is a clear day and night, nature doesn’t always cooperate. The event chair and
staff partner have a checklist detailing different types of weather – from a light drizzle to a complete
thunder and lightning storm – and the protocol to ensure the safety of participants.
When in doubt....call your C&M team rep or your staff partner!
During Relay season, all C&M staff are accessible 24 hours a day on our cell phones, and your staff
partner will also always carry their cell phone. If you have a question or a concern about something you
see, make the call!
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Cheat Sheet! Are you looking for Relay resources? Almost everything you
need is available on Relay Central so keep this quick link tip sheet nearby. If
it isn’t on Relay Central, check with your staff partner.
Media materials – Press releases, media alerts, letters to the editor and more to promote
your kick off, the event, CPS-3, survivor activities, team fundraisers, and more!
PSAs – PSAs are now located on our FTP site, including television spots, radio scripts and
spots, a variety of print sizes, and digital. To access the FTP site, please email
amy.delia@cancer.org.
Paint the Town Purple – Press releases, media alerts, flyers, a sample proclamation, and
suggestions for painting your town, office, business, restaurant, or school.
Spanish language materials – Template press releases to share with your Spanishlanguage media. *
Media Sponsorships – Our sponsorship guidelines and a template sponsor packet to
propose to a potential media sponsor. Don’t forget to check in with Amy Delia
at amy.delia@cancer.org or your C&M team rep before you approach a major media outlet!
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Relay For Life Media Relations Timeline
Now that you know the “what” it is important to know the “when”. Here is a suggested
timeline for successful media outreach:
Consider pitching a feature story on survivor or team or
participant affected by cancer
3 weeks prior to kickoff
Kick-off media alert/calendar listing out
2 weeks prior to kickoff
Post kickoff release out
Event calendar listing to announce event date
Begin pitching team and survivor feature stories
3 days after kickoff
3 months prior to Relay
2-3 months prior to Relay
Send survivor recruitment release
10 weeks prior to Relay
Public Service Announcements to media
10 weeks prior to Relay
Send letter to the editor from committee member
Send calendar listing/media alert with luminaria, survivor lap
info and photo opportunities (talk to ACS media person about
sending this to local TV)
1 month prior to Relay
2 weeks before Relay
Prepare press materials for day of event (include post event
news release, Relay backgrounder, and American Cancer
Society news release
1 week before Relay
Resend media alert with luminaria, survivor lap info and
photo opportunities, then follow up with phone call
2 days before Relay
Bring press materials to Relay
Send out day of news release to media who didn’t attend (be
sure to include photos)
Send post event letter to editor by committee chair
Day of Relay
Day following Relay
1 week after Relay
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AMERICAN CANCER SOCIETY’S RELAY FOR LIFE MEDIA TALKING POINTS
What is the American Cancer Society’s Relay For Life?
• Relay For Life is an overnight celebration of life and cancer survivorship.
• Relay For Life is a unique team event designed to raise awareness about cancer, as well as raise
funds to support the American Cancer Society’s mission of eliminating cancer.
• Relay For Life events are community driven and a great way for the community to work together in
the fight against cancer.
• Teams of people from all walks of life including businesses, friends, families, hospitals, religious
organizations, community groups and clubs gather at community sites and take turns walking,
jogging or running laps.
• Relay For Life begins with a survivor lap in which cancer survivors take a victory lap around the
track.
• For those participants fighting cancer, Relay is a healing experience that offers a chance to meet
others who have claimed victory over cancer.
• For those participants who are caregivers to those who are facing cancer, Relay offers hope and
understanding.
• After night falls, (hundreds/thousands) of luminaria candles dedicated to loved ones are set up along
the track and are left burning throughout the night to remind participants of the importance of their
contributions.
How does Relay help?
•
•
One in three people will be diagnosed with cancer in their lifetime.
Every dollar raised though Relay For Life goes toward fighting cancer and helps the
American Cancer Society save lives and create more birthdays by helping people stay well,
get well, by finding cures and by fighting back.
Stay Well:
• More than two-thirds of all cancer deaths are preventable and the American Cancer Society
teaches people every day how to live healthy lifestyles and to get regular medical check-ups
so that they can decrease their chances of having to hear the words, “You have cancer.”
Get Well:
• The American Cancer Society provides information, day-to-day help, and emotional support
to people with cancer and their families.
• The American Cancer Society is available 24 hours a day, 7 days a week, 365 days a year by
calling 1-800-227-2345.
• You can also visit cancer.org for information, patient navigation, transportation assistance,
help with lodging if cancer treatment is far from home, and links to resources.
Finding Cures:
• The American Cancer Society is the largest non-government funder of cancer research in the
United States. Since its research program began in 1946, the ACS has devoted about $3.6
billion to cancer research.
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•
Currently (as of September 2012), nearly $53 million in American Cancer Society research
grants are at work throughout New York and New Jersey.
o 96 grants totaling more than $50 million in New York.
o 7 grants totaling $2.7 million in New Jersey.