The Salvation Army New Jersey Division
The Salvation Army New Jersey Division
The Salvation Army New Jersey Division needed a strong statewide media presence to demonstrate the breadth, impact, and importance of its work. Rosica developed an ongoing earned media program that positions The Salvation Army as a trusted resource for New Jerseyans in need, elevates its state and local leadership, and turns community programs, signature events, and seasonal initiatives into compelling news stories.
The Salvation Army New Jersey Division: Building Statewide Authority Through Strategic PR, Including Earned Media And Partnerships
For more than 160 years, The Salvation Army (TSA) has served people facing difficult circumstances. During COVID-19, Rosica Communications transformed TSA New Jersey’s extraordinary relief response into a statewide communications platform, positioning the organization and its leadership as authoritative voices on food insecurity, homelessness, mental health, disaster relief, and the changing needs of New Jersey families. This work created a strong foundation for Rosica to expand TSA’s year-round presence, showcasing the many ways it serves New Jersey well beyond the holiday season and times of crisis.
As TSA New Jersey’s national PR firm, Rosica developed an ongoing media relations program to showcase the organization’s impact and position its leaders as go-to media resources. Rosica combined statewide storytelling and local media outreach with national earned media coverage to elevate the nonprofit’s thought leadership. This work has elevated individual corps, programs, leaders, and partnerships.
In addition to an intensive holiday publicity push, Rosica generated year-round publicity for TSA’s programs, events, partnerships, and locations, including National Salvation Army Week, youth and family services, fundraising efforts, and other community programs.
In less than six months, Rosica generated 40 earned media placements, more than three times the placements secured in the prior year. Media impressions nearly tripled, growing from 367,000 to approximately 1 million. Rosica secured coverage across influential statewide, regional, and broadcast media, including NJ.com, ABC Philadelphia/WPVI-TV, WPHL-TV, News 12 New Jersey, Asbury Park Press, NJBIZ, New Jersey Family, and BINJE. The Running for the Most Good Virtual 5K alone generated nine feature stories and 19 calendar listings, with some corps experiencing an influx of registrations following our PR announcements.
Rosica consistently identifies stories that demonstrate the scope and relevance of TSA’s mission, from holiday giving and National Salvation Army Week to food and family assistance, youth development, volunteerism, partnerships, music programs, and local events. Media coverage has spotlighted the Vineland diaper pantry, Camden Kroc Center programming, a youth flag football clinic featuring Philadelphia Eagles player Jordan Davis, and Ironbound Soccer, which earned a feature on NJ.com, a highly regarded digital media publication in the state. By connecting these individual stories to TSA’s larger mission, Rosica has strengthened the organization’s statewide profile and reinforced The Salvation Army New Jersey Division as a trusted resource in the New Jersey/New York-Metro area.
