Community Marketing Handbook

8/20/2019 Community Marketing Handbook

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Community BasedMarketing

Handbook


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COMMUNITY BASED MARKETING HANDBOOK

What is Relay For Life?................................................................................................. 3 How Relay Works:.....................................................................................................................3

The Mission of the American Cancer Society: ..........................................................................4 Vision 2015 – A Sense of Urgency:...........................................................................................4 The Mission of the American Cancer Society Relay For Life: ...................................................4 The Lifesaving Impact of Relay For Life:...................................................................................4 Cancer In Our Community:........................................................................................................5 Where the Money Goes: ...........................................................................................................5 Getting Results:.........................................................................................................................6 Relay For Life National Event Standards: .................................................................................7 Relay For Life Committee Expectations: ...................................................................................7 As a Relay For Life Committee Member: .................................................................................. 7 Tools you should have in your RELAY TRUNK: .......................................................................8

Marketing Chair & Subcommittee................................................................................8

Marketing Relay For Li fe............................................................................................... 9 Steps to Developing Community Marketing Plan ....................................................................10 How To Impact the Community’s Adoption of Relay For Life ..................................................12 MARKETING WORKSHEET...................................................................................................14

Spokespersons and Talking Points ...........................................................................15 What’s the Story with Relay? ..................................................................................................15 Tips for a Successful Spokesperson.......................................................................................16 Speaking Points ......................................................................................................................18 Your Donation’s Journey .........................................................................................................21

Media Relations ........................................................................................................... 22 Media Coverage ......................................................................................................................23 Generating Coverage through Feature Stories .......................................................................25 Tips for Working with the Media..............................................................................................26 Golden Rules of Media Relations............................................................................................27 Guidelines for “Why I Relay” article.........................................................................................28 Text Standards ........................................................................................................................30 Imagery ...................................................................................................................................31 Suggested Relay For Life Marketing and Media Relations Timetable ....................................32 Planning Your Marketing Timeline ..........................................................................................34

At Relay For Li fe.......................................................................................................... 35 Photographer Shot Sheet........................................................................................................35 Emcee Cancer Facts...............................................................................................................37

Appendix ...................................................................................................................... 39

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What is Relay For Life?

Relay For Life is the American Cancer Society’s signature event, taking place across the nationand in countries around the globe. In fact, it’s the largest annual not-for-profit fundraising eventin the world! It brings together 3.5 million people to:

Celebrate the lives of those who have battled cancer. It is the strength of cancer survivors thatinspires us to continue the fight.

Remember loved ones lost to the disease. At Relay, those who have walked alongside those battling cancer can grieve and find healing.

Fight back against a disease that takes too much. We make a commitment to save a life bytaking up the fight

The event began in 1985 in Tacoma, Washington when Dr. Gordon Klatt walked for 24 hours toraise money for the American Cancer Society. Since then, Relay For Life events have raised $2.5 billion to support programs aimed at eliminating cancer and supporting those affected by thedisease. California Division’s Relay For Life has made significant contributions to the fightagainst cancer since its inception. In 2007, the California Division had 303 Relays and raised$33.3 million for the fight against cancer. In 2008, Relay For Life will take place in 313communities and will raise an estimated $36.5 million in California.

How Relay Works:

Friends, family, coworkers and neighbors come together to form a Relay team, which collectsdonations leading up to the event. On Relay Day, team members take turns walking around thetrack during the 24 hours of Relay, making sure that someone is on the track at all times.

Why 24 hours? We are asking you to give a day out of your life for those who may not haveanother. There are similarities between the Relay For Life and a cancer patient’s experience: Itmay get really hot during the day, and you may feel like quitting, but you keep on walking. Itmay get windy and cold at night – it might even rain. But you press on through the darkest hoursknowing that the sun will come up and it will be a new day.

Each Relay For Life starts with the Survivors’ Lap, during which cancer survivors from thecommunity walk the first lap around the track to celebrate their victories and thank theircaregivers while others cheer them on. At dusk, luminaria bags are lit, and remain lit throughoutthe night to create a path of hope. They are decorated to remember those lost to cancer and againhonor caretakers and those that have survived the disease. The luminaria ceremony is a time forreflection, grieving and hope. These two inspiring and reflective ceremonies are followed by the

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Fight Back Ceremony, in which attendees literally and figuratively take up a flag against cancerand pledge to fight back against the disease.

Relay For Life is also an opportunity to deliver life-saving prevention and detection messages to participants.

The Mission of the American Cancer Society:

Founded in 1913, the American Cancer Society is the nationwide community-based voluntaryhealth organization dedicated to eliminating cancer as a major health problem by preventingcancer, saving lives and diminishing suffering from cancer, through research, education,advocacy and service.

Vision 2015 – A Sense of Urgency:

The American Cancer Society is making tremendous progress in the fight against cancer, butthere is still a long road ahead. Your involvement with the American Cancer Society is helpingsave lives and improve the quality of life for cancer patients and their families. The Society hasambitious goals for the next ten years and we need your help. By the year 2015, the Society aimsto: double the number of lives saved from cancer; reduce the incidence of cancer by 25 percentand improve the quality of life of cancer patients and their families. Relay is a powerful vehiclecommunities can use to support the Society’s mission to fight back against cancer!

The Mission of the American Cancer Society Relay For Life:

The American Cancer Society Relay For Life represents the hope that those lost to cancer willnever be forgotten, that those who face cancer will be supported and that one day, cancer will beeliminated.

The Lifesaving Impact of Relay For Life:

Relay For Life is making a significant impact on the American Cancer Society’s ability to meetour goal of eliminating cancer. Last year in California:

Thousands of volunteers took part in 303 Relay For Life events across the state. Those volunteers recruited the more than 180,000 participants who heard the life saving

messages of the American Cancer Society. 33,385 survivors were honored at Relay For Life activities. Relay For Life raised more than $33.3 million dollars for the fight against cancer.

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Cancer In Our Community:

Cancer can affect anyone, regardless of age, gender, ethnicity or economic background:

One out of two men and one out of three women will be diagnosed with cancer. In 2007, more than 1.4 million people nationwide will be newly diagnosed with cancer. In 2007, more than 133 thousand people in California will be newly diagnosed with

cancer. There are approximately 10.5 million cancer survivors living in the United States. Practicing good nutrition habits, not using tobacco products and being physically active

can prevent two thirds of cancer deaths.

Where the Money Goes:

Funds raised by the American Cancer Society Relay For Life support the organization’s programs, which focus on four distinct areas: research, education, advocacy and service.

Research

The American Cancer Society was involved in many of the major cancer research breakthroughsof the last 90 years, including identifying smoking as cause of lung cancer, mammographyscreening for breast cancer and the PSA test for prostate cancer screening.

Currently, the Society is recruiting a diverse group of approximately 500,000 adults from acrossthe nation for its third Cancer Prevention Study (CPS-3). CPS-3 works to better understand thelifestyle, environmental and genetic factors that cause or prevent cancer and ultimately helpeliminate the disease as a major health concern for future generations. Enrollment is onlyavailable at select Relay For Life events across the nation. In 2008, enrollment will be held at 19Relay For Life sites in California.

The California Division of the American Cancer Society has invested $55 million in research inCalifornia. Nationwide, since 1946, the Society has funded nearly $3 billion in research. Byinvesting about $130 million in research each year, the American Cancer Society dedicates moremoney to cancer research than any other private, not-for-profit, non-government organization inthe United States. We have funded 42 researchers who later went on to be awarded the NobelPrize.

Education

Following American Cancer Society’s wellness and cancer-detection guidelines can save yourlife or the lives of people you love. The American Cancer Society provides materials andeducational programs on early detection and prevention of cancer to a variety of high-impact

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constituents in the community, including employers, schools, churches, local government,hospitals and community service groups.

Advocacy

We fight for life-saving policy to increase federal research funding, reduce tobacco use, promoteearly detection of cancers, improve access to care and support cancer patients. The AmericanCancer Society has advocated the passage of legislation that has had a positive impact oncontrolling cancer. For example, lung cancer rates in the California have declined over the pastseveral years thanks to several tobacco control initiatives.

Service

Patient and family support services help people with cancer during and after treatment. Theseservices include Look Good… Feel Better, which gives women with cancer advice on how to usemake-up and hairpiece to counteract the side effects of cancer treatment; Reach to Recovery,which offers patients peer counseling from a survivor; and Road to Recovery, which offerstransportation services for patients without a way to get to their appointments. Anyone,anywhere can access cancer information and support 24 hours a day, seven days a week at1.800.ACS.2345 or at www.cancer.org.

Getting Results:

American Cancer Society funded research, prevention and early detection programs are helping

more people survive cancer than ever before in history:

In 1946, one out of four cancer patients survived more than five years; today, two out ofthree patients are alive five years after diagnosis.

More than 75,000 patients and survivors in California received American Cancer Societyinformation and services or attended survivor events.

Society Cancer Information specialists staffing the 24/7 toll free number answered morethan 101,000 calls from across California seeking free support and information.

Almost 8,500 people in California received transportation assistance for treatmentappointments, for a total of almost 290,000 rides.

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Relay For Life National Event Standards:

Mandatory• 24-hour overnight event• Opening and closing ceremonies• Luminaria ceremony• Survivorship activities• Mission Delivery activities(education)• Team registration/commitment fee• Graphics standards on logo• Tobacco and alcohol-free event

Recommended• Sponsorships• Team and individual incentives• Expense ratio of 10 percent or less• Communication/newsletters• Team captain meetings• Bank night(s)• Fight Back Ceremony

Relay For Life Committee Expectations:

When you become a member of the Relay For Life committee, you become an American CancerSociety volunteer. You, along with your fellow committee members are producing an event thatwill positively impact the lives of people in your community. By helping raise cancer awarenessand money, you and everyone involved in Relay For Life are fighting back against cancer. RelayFor Life is a community-owned, volunteer-driven event. Your staff partner is your coach andyour resource.

As a Relay For Life Committee Member:

Plan on attending all committee meetings. Recruit help! As your event grows, you will need sub-committees. Two-year terms are recommended. Plan for your transition by appointing a co-chair. Assist other committee members when asked. Attend Society trainings about your committee position (i.e., Relay U or Track Chats). Recruit teams! This is the key to a successful Relay Complete a partnership agreement with event chair and subcommittee chairs. Have a team of your own or be a team member. Plan to be at the event to help set-up.

Plan to camp out and be at the event the entire 24 hours. Plan to stay until the end and help clean up. Get all the work done prior to the event so you can enjoy the event. Attend the wrap-up meeting to brainstorm how to improve next year’s event.

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Tools you should have in your RELAY TRUNK:

A Relay For Life video Relay For Life posters Relay For Life brochures Relay For Life annual report booklet Your Relay For Life notebook

Marketing Chair & Subcommittee

Marketing Subcommit tee

Successful Community Marketing committees market Relay in multiple ways. They emphasizethat Relay:

Is a community event. Raises money to support the Society’s mission to eliminate cancer. Honors cancer survivors and those who have lost the battle. Provides participants with a way to Fight Back against the disease Features activities that make it interesting and fun for all ages.

Purpose of Relay Marketing Subcommit tee To increase awareness, knowledge and participation of the American Cancer Society’s

programs and services. To increase awareness, knowledge and participation of the American Cancer Relay For

Life. To assist other Relay subcommittees with their marketing efforts – such as recruiting

teams, survivors and corporate sponsors.

Community Marketing Chair

Ideally, the chair of the Community Based Marketing committee has experience in advertising,

marketing, public relations or a related field. However, this is not required for success. In orderto be successful, it is most important for the chair to:

Be knowledgeable about Relay. Be connected to key businesses and organizations within the community Be adept at “selling Relay” to a variety of audiences. Either already have relationships with local media contacts or be able to build such

relationships.

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Duties and Responsibili ties

Work with your regional corporate communications staff partner. Recruit Marketing Subcommittee volunteers and meet with them regularly. Attend event committee meetings. Prepare a marketing strategy that reaches a broad audience. Promote local fundraising and other activities that support Relay For Life events Build relationships with local media outlets. Identify and utilize community publications. Arrange photo and video coverage. Serve as a spokesperson. Help identify feature stories and other volunteer spokespeople. Obtain event “Thank You” signage. Decorate event venue with banners and signs. Take down banners and signs after event.

Marketing Relay For Life

Relay For Life by its very nature offers many opportunities to get the word out about theAmerican Cancer Society, cancer awareness and the event itself. Here is a list of tools you canuse and ideas for where to promote Relay For Life.

Tools

Relay For Life brochures Relay For Life posters Relay For Life fliers Relay For Life postcards Relay For Life Suns & Moons Electronic Relay postcards—available at www.cancer.org/relay Public service announcements—available through your Staff Partner Human interest stories about Survivors prior to your event Mission-related stories

Places Store signs/billboards Table tents in restaurants and other businesses Company newsletters Posters and brochures around town Chamber of Commerce newsletters Hospital newsletters Media outlets (NOTE: contact your Staff Partner before engaging with these)

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o Broadcasters, cable systems, or satellite systemso Television stationso Radio stations

o Cable TV stationso Local newspapers

Steps to Developing Community Marketing Plan

Set Goals (What is your community marketing plan going to accomplish?) Increase awareness and knowledge of the American Cancer Society Relay For Life and

its benefits to cancer survivors, their families and the community at large.

Increase awareness and knowledge of the American Cancer Society and its efforts inresearch, advocacy, education and service.

Increase the number of teams and survivors that participate in Relay For Life.

Brand your community as an American Cancer Society Relay For Life community so thatanyone in your community and anyone traveling through your community will know ofyour commitment.

Build long-term relationships with opinion setters in your community – whether they aregovernment officials, religious leaders, business owners, media personalities, etc. so theycan assist the Society’s efforts.

Develop team captains and Relay participants into Society advocates – provide them withthe information and tools so they can educate their families, friends, businesses, andchurches on what the Society offers and how Relay changes lives.

Decide on Strategies (What are your general plans on how to accomplish the goals?) Utilize an organized speakers program. Form a local speakers bureau and have volunteers,especially survivors and caregivers that have been touched by the American Cancer Society andRelay For Life, meet with various groups in the community to speak about the Society and RelayFor Life. Groups can include: churches, businesses, schools, service groups, etc.

Employ a mass media approach. Use all available media including: television, radio and print to reach out to the community. (Be sure to speak to your communications staff partner before reaching out to media.)

Promote the Society and Relay year round . Create an organized approach to promote before, during and after Relay. The Society and Relay need to be identified as year roundendeavors and volunteers should be recruited for Society program and services.

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Emphasize Relay’s strategic areas. Utilize an approach that will communicate Relay’sstrategic initiatives in advocacy, data collection, uniting communities, involving youth

and survivors.

Enhance branding efforts. Increase visibility of both the updated logo/brand for theSociety and Relay For Life, in order to create recognition, pride and action.

Build relationships with those in the community who can promote the Society andRelay’s efforts: meet with or invite to functions - media professionals, Chamber ofCommerce, Rotary, Church leaders, politicians, health care professionals, etc.

Employ both external and internal marketing strategies.

o External Marketing Approach: Use your connections in the community (or build

connections in the community) and reach out to local media to reach yourcommunity about Society programs and services and when/where/why the RelayFor Life is happening.

• External approach builds awareness and knowledge – so although it mayor may not lead someone to taking advantage of the American CancerSociety it does build awareness if later a person needs help.

• Strategy: Build awareness and knowledge of the American Cancer Societyand Relay For Life, by reaching out to the community as a whole.

• Venues: television, radio, print, billboards, banners, movie theater slides, bill stuffers, grocery bags, community groups, schools, businesses etc.

• Tools include: Television public service announcements, flyers,PowerPoint presentations, radio public service announcements, print ads,feature stories, usage of Relay banners and signs around town, Letter toEditor submissions, etc.

• Reward: Builds awareness and knowledge of the American CancerSociety and Relay For Life. These efforts may not increase numbers ofAmerican Cancer Society programs and services or attendance at

Relay For Life.

• Follow-up: Publicly recognize the media, corporate sponsors, businesses,schools, service clubs, faith-based organizations and others that providedexposure for the American Cancer Society and Relay For Life.

o Internal Marketing Approach: Recruit team captains and participants to becomeadvocates for the Society.

• Strategy: Educate Relay participants on the American Cancer Society andencourage those already involved with Relay to become advocates for theSociety and Relay For Life. Educate, train, motivate and provide tools sothat teams and survivors can promote the American Cancer Society and

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Relay For Life within their workplaces, schools, service clubs, faith-basedorganizations, etc.

• Venues: Community presentations, Relay kickoffs, Relay Rallies, teamcaptain meetings, Chamber of Commerce meetings, corporate sponsor breakfast, school presentations, survivor banquet and at your event

• Tools include: Videos, Relay For Life Report to the Community, banners,signs, emails, newsletters, brochures, Relay Gear, thank youacknowledgements, posters, flyers, buttons, stickers, calendars, etc.

• Reward: Relay For Life is a grassroots event, so grassroots marketingtactics are the best way to grow a Relay. For example, a one-on-one orgroup presentation is much more likely to convince someone to getinvolved in the American Cancer Society or Relay For Life compared tothe airing of a public service announcement. Focusing on a targetedinternal marketing plan is key to growing your Relay’s numbers –

both in participation and income.

• Follow-up: Recognize the individuals and teams that successfully promotethe American Cancer Society and Relay For Life.

o Work the Show

• Ensure Relay is the best product it can be by focusing efforts onoutstanding opening ceremonies, survivors lap, luminarias ceremony(Ceremony of Hope) and closing ceremony.

• Ensure the event has a theme and has entertainment and activitiesthroughout. These are great opportunities for basic cancer education.

• Ensure team captains, teams, participants, corporate sponsors and mediaare recognized for their efforts.

How To Impact the Community’s Adoption of Relay For Li fe

Goal: Educate the community about American Cancer Society programs and services and RelayFor Life. If you want to…

Build awareness:

Usage of Relay banners and signs about town

Relay Kickoffs Televisions Public Service Announcements Radio Public Service Announcements Print Ads in local newspapers Billboards Roadway easels Bill stuffer

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Build knowledge:

Feature stories in local newspaper on cancer survivors, Society programs and services. Letters to editor Radio Interview Shows Cable Interview Shows Team Captain Meetings (five or more) Corporate Sponsor Breakfast to invite new/old sponsors and educate Media Sponsor Breakfast to invite new/old media sponsors and educate Monthly newsletter to participants, survivors, corporate sponsors

Encourage Participation:

Personal presentations to service clubs, faith based organizations, schools, etc. Supply Relay teams with:

o Posters, flyers, buttons, stickers, newsletters / cancer information etc.

o Formally recognize teams / individuals that recruit other teams / other survivors Encourage youth to participate Recruit survivors year round, involve in Relay and Society programs and services. Survivors and/or team banquet six months outside of Relay to thank, educate on Society

program and services, recruit teams for Relay Kickoffs, Relay Rallies, Team Captain meetings become a way for people to “try” Relay

– they are mini events.

Encourage adoption:

Follow-up / follow-through for teams and corporate sponsors – ensuring they will be atRelay.

Encourage teams to use personal asks to invite prospective participants for next year’sRelay to this year’s event – “Meet me at Relay.” “Walk with me at Relay.” “Visit me atmy tent site.”

Ask the local media to build a bandwagon effect – “Everyone will be at Relay, youshould be, too.”

Encourage retention:

Ensure an emotionally impactful Relay through solid opening ceremony, survivors lap,luminaria ceremony (Ceremony of Hope) and Fight Back ceremony

Ensure branded event utilizing Relay For Life banners, signs, balloons, etc. Thank you notes signed/written by cancer survivors who attended Relay

Handwritten thank you notes Public/event recognition of efforts of teams, individual fundraisers, corporate sponsors,

media Thank you letter to the editor Relay thank you wrap-up meetings, celebrations, lunches, dinners, etc. Maintain records of top fundraising teams and individuals to encourage year-to-year

competition. Incentive program for top fundraisers: individual, team, corporate, etc.

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MARKETING WORKSHEET

Goals (Specific / Measurable / Timeline)

1.2.3.4.5.6.7.

List of marketing tools available from your Division

1.2.3.4.5.6.7.

List of potential Community Marketing Advocates (media, corporate sponsors, teams, etc.)

1.2.3.4.5.6.7.

Describe your external marketing plan and tasks necessary to implement and evaluate.

Describe your internal marketing plan and tasks necessary to implement and evaluate.

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Spokespersons and Talking Points

What’s the Story with Relay?Below are ideas and opportunities to gain media attention for your Relay and the people whomake it happen. An asterisk (*) indicates good photo opportunities.

Survivor Stories*

All cancer Survivors have a compelling story to tell. For example: a multiple survivor family thathas formed a Relay team or a survivor who is well known to the community. Are your RelaySurvivor-volunteers willing to tell their stories about their experiences with cancer and what ledto their involvement with Relay?

Luminaria Ceremony, Survivors Lap and Fight Back Ceremony*

There are many stories and photo opportunities during these ceremonies. You can “pre-package”a story for a reporter in advance. If needed, you can use a photo from last year’s Survivors Lapand profile of a Survivor.

Teams*

Who are your teams? Why are they here? Do they have a personal link to cancer? Are they alocal business or community group? Have they done anything unique in terms of costumes,themes, or Relay activity? Have they raised a large amount of money? Profiling individual teamleaders is a great way to recognize accomplishments while offering a compelling story to themedia.

Youth*

What is the youth involvement in your Relay? Is the local high school track team participating inRelay? Are there other youth-organized teams? Why are they involved? Youth cancer patients orsurvivors have great stories, too.

Local Businesses

Have any of the local businesses organized teams with interesting themes? Who has raised themost money? Has anyone donated anything unique to your Relay?

News Announcements

Will the city make any “first of its kind” announcements like launching new healthcare programs, holding the first Relay in the community or increased health education efforts?

Interesting Speakers*

Who is speaking at your Relay? Are they local celebrities or a city official or a cancerresearcher? They can drive the point home about the importance of your community gettinginvolved in the fight against cancer.

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NOTE ON REQUESTS FOR TALENT – If you want a recognized athlete, personality, politician, celebrity or newsperson to speak at your Relay, please funnel your request

through your communications department at least six weeks prior to your event.

Tips for a Successful Spokesperson

Who Makes a Good Spokesperson

City officials or community leaders – people that bring the community together. Note nocampaigning is allowed during an election year.

Local celebrities – they can help deliver the message of the community coming togetheron an issue as important as fighting cancer.

Survivors and/or loved ones of cancer patients – every story is compelling and remindsviewers and readers of the value of Relay For Life.

Local American Cancer Society staff and volunteers Researchers – what progress is being made in cancer research? Local business people who have gotten involved in Relay For Life – why is it important

for the business community to get involved?

Be Believable

Be personable. Use the interviewer’s name once or twice in the course of the interview. Makeeye contact. Be natural and comfortable.

Be Concise

Remember that a 10-minute interview may wind up being 20 seconds on the air or three lines inthe newspaper. It’s essential to crystallize your thoughts in a few hard-hitting sentences. Stateimportant facts first. Keep language simple.

Watch Body Language

Adopt a comfortable body position. Establish rapport, be comfortable and make the reportercomfortable. Eye contact is the key.

Rehearse

When possible, rehearse with in advance. Keep your thoughts simple and clear. Have the personask questions and comment on the clarity of your answers.

Know a reporter’s agenda and the angle he/she is pursuing prior to agreeing toan interview:

1. Know the format and ground rules.2. Prepare by anticipating questions.3. List key messages you want to get across.4. Take the initiative to direct the interview.5. Be responsive, but keep your answers short and concise.

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6. Be relaxed, calm and natural.7. Bridge from a negative topic to a positive answer.8. Don’t use jargon – simplify, simplify, simplify.

9. Don’t speculate or talk “off the record.”10. Smile and thank the reporter.

For Television Interviews

Don’t let the camera and lights intimidate you. Talk in “sound bites.” Answer the question, then stop. This allows the editor to easily edit

and use portions of your interview. Run-on sentences with no clear beginning or endingwill probably end up being edited out.

Respond concisely. Never become defensive. Buy yourself time to form a response to a tough question by

rephrasing the question first. Or, answer part of the question and then make a transition to

a topic you want to discuss. If you don’t know the answer to a question, say so. If you can’t answer a question, tell the

interviewer why. Ignore distractions and concentrate only on what you are doing and saying. Avoid distracting mannerisms. Look directly at the interviewer rather than into the camera. Be yourself. You’ll come off with integrity and professionalism if you’re direct, honest

and natural.

Dress for the Camera

Colors: There are few limitations to what colors you can wear. However, solid-color

clothing (vs. wild patterns or stripes) is the best option, but no white shirts or blouses.Wear something tasteful that flatters you and conveys the image you want to project.

Glasses: If you wear glasses, wear them for the interview. Do not wear sunglasses, evenif the interview is outside.

Women: Attaching a microphone to fragile fabrics is often a problem – either the micwon’t hold or it bunches the clothing and looks unkempt. Wear heavier fabrics, a jacket,or clothing with a lapel to which the mic can easily attach. Also, do not wear clanky,noisy jewelry, such as multiple bracelets or dangling earrings or necklaces.

Men: Television accentuates the beard; if your interview is late in the day, shave just before your appearance. Also, check the length of your socks – make sure that bare legsdon’t show when you sit down.

Source: JohnstonWell

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Speaking Points

The American Cancer Society Relay For Life is an overnight celebration of life andcancer survivorship.

Relay For Life is a unique team event designed to raise awareness about cancer and raisefunds to support the research, education, advocacy and patient services vital to theAmerican Cancer Society’s mission of eliminating cancer.

Relay For Life is community-driven. It is a great way for the community to work togetherin the fight against cancer.

Teams of people, including local businesses, friends, families, hospitals, religious

organizations and clubs gather at community sites and take turns walking laps.

Relay For Life is an opportunity to celebrate, remember and fight back. We celebrate thelives of those who have battle cancer, remember those who we have lost to cancer andfight back against a disease that takes too much.

One of the really wonderful pieces of the Relay For Life program is the Survivors Lap,which kicks off the event. Each cancer survivor is introduced and all survivors completethe first lap around the track before being joined by the other participants. It’s a reallynice way for us to keep in mind why we participate in Relay For Life.

After nightfall, one of the main highlights of Relay For Life is the Ceremony of Hope, orluminaria ceremony. Hundreds/thousands of luminaria candles dedicated to loved onesline the track and are left burning throughout the night to remind participants of theincredible importance of their contributions.

We leave Relay For Life with a powerful call to action to save at least one life fromcancer in the coming year. During the Fight Back ceremony, we carry a flag with usaround the final lap to symbolize our commitment.

Every dollar we raise goes toward fighting cancer. Contributions to the Relay For Lifehelp the American Cancer Society fight cancer in four main ways: research, education,advocacy and patient services.

The American Cancer Society funds more than $100 million of cancer research a year.

More than two-thirds of all cancer deaths are preventable and we teach people every dayhow to live healthy lifestyles and get regular check-ups.

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The American Cancer Society's advocacy initiative strives to influence public policies atall levels. We work to educate policymakers about cancer and how it affects the

individuals and families they represent.

The programs and services we offer people who have been diagnosed with cancer are the bread and butter of our work. Programs like Look Good...Feel Better and Road toRecovery are staples. But cancer survivors and their families can also call the Society at1-800-ACS-2345, 24-hours a day, 365 days a year, and a trained cancer informationspecialist will help them with information and referrals and direct them to resources intheir community. No other organization does this.

Funds raised from Relay For Life support community education and many FREE local programs including: Look Good … Feel Better, a program that teachers women how to

disguise the side effects of cancer treatment; Reach to Recovery, where breast cancersurvivors give support and guidance to newly diagnosed women and Road to Recovery, avolunteer-driven program providing cancer patients with transportation to and fromtreatment. Funds also go toward cancer research to find a cure and to advocacy efforts toensure cancer remains a top priority on the legislative public health agenda.

Relay For Life is the American Cancer Society’s largest fundraising event, reaching4,600 communities across the country. Relay For Life is volunteer-driven and presents aunique opportunity for communities like ours to play an important role in the fightagainst cancer. In addition to raising funds for critical research, community education andlocal programs for cancer patients and their families, Relay For Life is an event to honor

the survivors in our community and remember friends and loved ones that we’ve lost tothe disease.

There are more than [XX] Relay For life events happening throughout the [Region]. OurRelay For Life event will host more than [XX] teams representing local businesses,community groups and individuals. We hope to raise more than $[XX]. To find out aboutother Relays, please call 1-800-ACS-2345 or visit www.relayforlife.org.

The American Cancer Society is the nationwide community-based voluntary healthorganization dedicated to eliminating cancer as a major health problem by preventingcancer, saving lives and diminishing suffering from cancer, through research, education,

advocacy and service a national voluntary organization that fights cancer throughcommunity and patient services, education, research and advocacy.

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Your Donation’s Journey

Where does the money go?

In the broadest sense, all the money we raise goes to eliminating cancer as a major healthconcern through our work in research, advocacy, education, and service.

The fiscal year 2006- 2007 unaudited figures show that the National headquarters of theAmerican Cancer Society spent 15 percent of its income on research and 56 percent on prevention, early detection and treatment programs and patient support services.Fundraising accounted for 22 percent and administrative costs accounted for 7 percent.

In fiscal year 2006-2007, the California Division raised $110 million and spent $110

million dollars in the fight against cancer. Approximately forty cents of every dollarraised through unrestricted contributions and legacies is sent to the National Home Office(NHO). In fiscal year 2006-07, 38% of funds raised was spent on California-based programs and services, 20% went to fundraising, and 5% covered administrative costs.

Both NHO and the California Division have an independent audit each year. TheAmerican Cancer Society meets or exceeds all of the rigorous and accepted standards ofthe two major charity watchdog organizations: the National Charities Information Bureau(NCIB) and the Philanthropic Advisory Service of the Council of the Better BusinessBureaus, Inc. (CBBB).

Will my donation stay in my local community?

The California Division sends approximately 40 cents of each dollar raised throughunrestricted contributions and legacies to the Society’s national headquarters, where it’sused to fund cancer research; free nationwide services like our toll-free cancerinformation number, 1-800-ACS-2345, and the Web site, www.cancer.org; cancereducation, and our many free programs. Thirty-eight percent of the remaining moneysupports local community programs throughout California.

Although there is not a direct correlation between the money raised at local events andthe amount of free education and services delivered to a community, our commitment to

eliminating cancer as a major health concern means that we provide free support andservices to all communities, including those that are medically underserved or havehigher risk factors or incidence for certain cancers. To put it another way, if yourcommunity could not afford to donate to the American Cancer Society, our programs andservices would still be available for you.

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Media Relations

Your American Cancer Society communications departments can help support your Relay ForLife with public relations, graphics support and media sponsorship guidance. Generally, you andyour communications committee should meet with your appropriate communications staffmonths before your Relay to create a public relations timeline and to determine roles in obtainingmedia interest in your event. The following outlines the various definitions of media and thesuggested process for getting the spotlight to shine on your Relay.

Media Sponsorships

A media sponsorship involves an exchange of assets. The media partner agrees ahead of time togive a certain amount of exposure—air-time or print space, use of their personalities, etc. in

exchange for guaranteed exposure from the American Cancer Society at Relay For Life, on event posters, T-shirts, brochures and promotional materials.

A sponsorship usually involves recognition as the exclusive category sponsor for the AmericanCancer Society event. Generally, your regional communications department will negotiate thesesponsorships for the entire region.

Before you solicit local media sponsors, check with your American Cancer Societycommunications department. Generally, you can obtain local media sponsors if they do notcompete with regional sponsors. However, you must give regional media sponsors someattention and appreciation. Save room for their logos on your collateral: T-shirts, newsletters,

flyers, posters and other materials.

Earned Media Versus Donated Media

Earned media is coverage for your event from a news outlet that does not expect anything inreturn. Generally, Society communications staff or volunteers pitch the story.

Donated media is free public service announcement or ad space donated by a media outlet withno expectation of getting anything in return. These ads will include the Society’s 24/7 800-number and Web site.

Why not use the local information? We use generic information so every Relay in a greatermetro area can benefit from advertising, as opposed to advertising only one Region. Today, with people living in one region and working in another, it makes sense to produce generic ads thatservice greater areas. Theatre screens, billboards and Relay banners on certain Web sites areother examples of donated media.

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Regional Versus Local

A regional media is any outlet that crosses American Cancer Society regions in multiplecommunities, cities, counties and other areas. This applies to all major daily newspapers, radio,television and Web sites. Local media, on the other hand, are publications and outlets that reachone specific community.

Funnel requests or ideas through your communications department when consideringopportunities for Relay For Life information or logos to be used on a local Web site.

Guidelines for Contacting the Media

Volunteers and staff should share media contacts, media communications materials andidentify how and when media contacts will be targeted.

Volunteers and media staff should have regular contact to discuss promotion strategy andreview which members of the press are being contacted to promote Relay For Life. Thisensures reporters/editors do not receive multiple pitches about the same event.

Volunteers and staff should use standard Society Relay For Life calendar listings/mediaalerts when communicating with a personal media contact. Such communications shouldcontain certain information, such as the Society’s mission, Web site, toll-free number andmedia contact.

Releases to media should always include information about multiple Relay eventscovered in that media market. Those releases should not be altered.

Media Coverage

Media coverage (earned media) ranges from event listings in the community calendar to featurestories profiling local Survivors or people in the community.

Why Is It Important To Relay For Life?

Earned media is a great way to recruit teams and recognize exemplary volunteers and courageous

survivors while communicating the value of Relay in the fight against cancer. The best part ofall: It is absolutely free of charge.

What Is What?

Calendar listings —Many newspapers and community cable TV stations have a sectiondedicated to informing people about what’s going on in the community. Calendar listings

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generally need to be submitted at least two weeks in advance and sometimes as far out as amonth in advance of the event. Unless you are familiar with the publication, be on the safe sideand send it out four weeks in advance.

Calendar listings are great for recruiting volunteers and teams and getting the community tocome to your event. Include all relevant information—date, time, place, food, free admission,entertainment and a daytime phone number for people to call for more information.

Follow-up —A day or two after you’ve faxed the information call the calendar editor (ifthere is one—otherwise ask for the editor/community editor) and let him/her know aboutyour event and ask if they can include it in their community calendar.

Volunteer recruitment press release/public service announcements —Similar to a calendarlisting, sending out the volunteer recruitment press release will help you get the word out that

you are looking for volunteers. In addition to local newspapers, company newsletters are alsogreat outlets if they accept submissions.

Follow-up —No follow-up needed.

Public service announcement (PSA) —Accompanied by pitch letter, a PSA can help recruitteams, volunteers or just get the word out about your event. PSAs for radio will usually be in theform of a “live-read” where the radio personality will read a scripted blurb about your event. Fornewspapers, it is a general ad for the event. Check with your regional director to determine yourPSA needs.

Follow- up —Call the outlet(s) to determine if they will use the PSA.

Event press release —A press release provides a bigger picture of the event and details itssignificance to the community. It also serves as a team recruitment tool. Include all of therelevant information that would compel the media to cover your Relay. Don’t forget to send it tocompany newsletters. Send this release two to three weeks in advance.

Follow- up —Two to three days after you’ve faxed the press release, call and ask for theeditor (if you are calling a smaller, community newspaper, they will likely have one primary editor). Ask for the assignment editor if you are calling a larger outlet. Tell themabout your event in compelling, visual terms and ask if they will be able to send a

reporter or photographer.

Media advisory/alert —A media alert is a reminder to the media about your event. This should be a concise one-pager that answers the Five W’s: Who, What, When, Where and Why. TheWhy is a very important one—why would the publication’s readers want to know about this?This should be sent a few days in advance of your Relay.

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Follow- up —Because the media advisory is sent out closer to the event, the mediausually will have a better idea if they can send a reporter or photographer to cover it. Aday before the event, call the editor/assignment editor and ask if they plan to send

anyone. If no reporters are available, ask if it would be possible to send a photographer— you have some great photo opportunities such as (you fill in the blank).

Letters to the editor/photos —Because newspapers have limited resources and can’t beeverywhere to cover every event, sometimes a good letter to the editor thanking the communityfor coming together and letting them know how much money was raised is a good way to receive post-event coverage. Let them know how people can get involved in another upcoming Relayevent in your area or how to get involved in next year’s event. Also, sending compelling photosfrom the event is another way to get coverage. These should be sent as soon as possible after theevent.

Follow- up —No follow-up is needed.

Generating Coverage through Feature Stories

One way to generate media coverage is to encourage reporters to write about something special,unique or exciting about your Relay. Inspiring stories of individual participants or survivors aregreat ways to portray all that Relay For Life means to your community.

Types of Stories

NEWS STORIES – stories which readers need to know about right away. FEATURE STORIES –stories that run one day just as well as they would the next. PSA - or Public Service Announcement. A short message that offers the audience

information and/or guidance on an issue of concern.

Tips for Pitching the Story

Invite media to accompany a long-time volunteer as they walk around the track. Invite media/civic personalities to join in with volunteers, individuals, clubs or

organizations that are fundraising for Relay.

Look for Special TV and Radio Programming Opportunities

TV and radio stations have many types of programs that may feature Relay and AmericanCancer Society spokespersons. TV and radio stations have local newscasts – morning, noon and evening. Some TV and radio stations have local talk show programs that could feature a cancer

survivor/volunteer.

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Say It with a T-Shir t

Deliver a Relay T-shirt and press release to TV anchors, radio personalities and/or newspaperreporters. Follow up with a phone call to bring Relay to the “top-of-mind” of the reporter.

Thank the Media

Send a thank you note to any media who worked with you on a story. Be sure to let them knowhow their story helped raise awareness about the fight against cancer.

Tips for Working with the Media

Deciding to work exclusively with one media partner or choosing to work with multiplemedia partners needs to be assessed on an event-by-event basis.

Smaller events would most likely benefit with an exclusive relationship where the RelayFor Life may not be “huge news” yet. Larger events would most likely benefit fromworking collaboratively with all the local media. In this instance, the event has already proved that it is newsworthy and the media already is interested in covering the event.

Offering media the opportunity to participate in the event itself will result in broadercoverage.

If the committee decides to use an exclusive media sponsor, your contract should containa complete listing of airing times and all other negotiated points.

The following suggestions are for general media campaigns using all media but may be adaptedfor an exclusive sponsor.

Identify Key People to Send Your Release

Health reporter Calendar of events editor Society page reporter Lifestyle reporter e.g. volunteering Business reporter e.g. fundraising/corporate Ask volunteers if they have a contact

Pitch the Relay For Life Story to the Media

Write the press release and fax or email it to the media.

Write the release targeted to a topic of interest of a specific reporter. Provide background information. Provide survivors or committee members for reporters to talk with; reporters want to talk

to real people. Think of photo opportunities.

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Follow-up Phone Calls to Reporters

You can follow up your news release with a phone call to the reporters. They receivemany releases a day. You need to make that personal contact.

Yes, you can leave a voice mail. Ask them if they have any questions or if they wouldlike to schedule a meeting.

Newspaper Supplements

Supplements are the special inserts included in the newspaper that focus on a specialtopic. Learn what your paper has. If there is a special supplement on “health, cancer, oroutdoor activities," it would be a perfect opportunity to pitch the Relay For Life.

Golden Rules of Media Relations

Successful earned media is not the result of any one thing. It is the combination of timing,understanding the outlet’s audience and knowing what elements a reporter needs to do a goodstory. Remember the following when working with your local media:

Know the outlet —Routinely read your local community newspaper to understand thetypes of events and stories its writers are interested in reporting. Often, you’ll see asimilar article and that particular writer might be a good starting point for you to contact.

Think bigger —Does this outlet only cover events happening in your city or does it coverneighboring towns as well? If it has a broader reach, make sure the information you provide is appropriate and keeps the bigger picture in mind. For example, there may be a

Relay in a neighboring city the weekend following yours. If it is too late to get involvedwith your Relay, let the reporter know that people can find out how to get involved withthe next one by calling 800/ACS-2345.

Establish and build relationships —Building positive relationships with the mediameans knowing what reporters are writing about and approaching them when your storyidea or Relay spokesperson is appropriate and newsworthy. CommunityTV/radio/newspapers have small staffs and you can become a resource in providing themwith a great story.

Remember deadlines —Know what day the newspaper is published and when the

reporter needs to turn in his/her story. If you’re not sure, just ask. Plan in advance,especially if you are planning any pre-Relay events or rallies. Find out the best time tocall the reporter—usually morning is best. Ask to be sure.

Fax machines don’t know PR —Faxing a press release won’t guarantee you presscoverage. But following up with the reporter/editor by phone and explaining what is socompelling about this event and why readers/viewers/listeners would be interested willincrease the chance that your press release will get noticed. Always ask if they have a

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minute to talk and be concise and to the point—say the important points in the first 10-15seconds. Explain why this event is important to readers and the community.

Be creative —Learn what reporters are writing about or what types of story anglesinterest them. For example, Reporter Smith isn’t interested in writing about how Relay ishelping to raise money in the fight against cancer, but he does cover a lot of city council-related events. Do you happen to have a city council member participating in Relay?

Guidelines for “ Why I Relay” artic le

Community newspapers may be receptive to receiving a “Why I Relay” article authored by acancer survivor or caretaker. These articles are great vehicles for telling the personal stories

behind why people Relay. The content should reflect a survivor or caretaker’s personalexperience with cancer as well as provide people information on how readers can get involved inRelay.

If a publication would like a “Why I Relay” article, be sure to ask for specifics:

What will the word count be? Depending on the publication, “Why I Relay” articles can be anywhere from 300 to1000 words in length.

What is your deadline? Make sure you have plenty of time to write your article and allowtime to have it reviewed and edited. Let your communications staff know you are

working on an article and what your timeline is.

When will the article run? Keep your eye out for the article and get a copy for yourarchives. Also let communications staff know when the article runs.

Following is a guide to help you plan, organize and write an effective “Why I Relay” article aswell as examples of published articles.

SECTION 1: Telling your personal story

The introduction of your article should focus on your personal experience as a cancer survivor or

caretaker. Your lead paragraph should be no more than four concise sentences; for example: “Myname is Jane Doe and I am a cancer survivor. My mother and both of my aunts had breastcancer, but for some reason I never thought it could happen to me. All I could think about whenmy doctor told me I had breast cancer was how hard it was going to be to tell my husband.”

Use this section as an opportunity to tell your story – what you learned about yourself, yourfamily and friends, what you learned about cancer as a disease and how your experience affectedyour life.

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Consider the following questions to help frame this section:

What was the date of your or your loved one’s cancer diagnosis and how did it make youfeel?

What type of cancer were you or your loved one diagnosed with and how was it found?

What treatment did you or your loved one go through (broad terms only, example –surgery, chemo, radiation)?

Where were you or your loved one treated?

What is the biggest lesson you have learned from your cancer diagnosis or from taking

care of someone with cancer?

What was the hardest part of your cancer struggle or the hardest part of taking care ofsomeone with cancer?

What was your greatest inspiration in your fight against cancer and why? What “kept yougoing?”

SECTION 2: Telling your Relay story

The second part of the article should connect your personal cancer experience with the AmericanCancer Society Relay For Life. Talk about how your experience motivated you to participate inRelay and how Relay has affected you and your family. Ask yourself:

Did you access American Cancer Society resources during or after your experience withcancer?

How long have you been involved with American Cancer Society Relay For Life andwhere do you Relay?

How did you feel the first time you attended Relay?

How do you think Relay affects your community?

How would you describe Relay in 2-3 sentences?

Have you held leadership positions with Relay For Life?

What is your fundraising goal?

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What is your favorite part of Relay for Life?

Other than Relay For Life, have you had any other experience with the American Cancer

Society (i.e. attended a Look Good… Feel Better session or volunteered as a Road toRecovery driver)?

SECTION 3: Provide a call to action

Close your article by reiterating why you Relay. Keep this statement to one or two sentences, i.e.“I Relay in the hopes that people fighting cancer will always be able to depend on the AmericanCancer Society to provide the support and resources they need,” or “I Relay because I know mycontributions to the American Cancer Society will fund research that will make the fight againstcancer easier for future generations.”

This would also be a great place to talk about where money raised at Relay goes and providedetails about your local Relay and the other Relay events in your area.

Once you have written your article, be sure to check and re-check for grammatical and spellingerrors. Finally, send your article to the communications staff in your area for review and edits.

Text Standards

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. It is not uncommon inadvertising and journalistic writing to capitalize certain key words for emphasis. The marketing

benefit of capitalizing the “F” is a stronger presentation of the event name.

Use American Cancer Society as often as possible when referring to Relay For Life.

Luminaria Ceremony: A luminaria is a paper sack filled with about an inch of sand supporting a lighted candle and is asouthwestern tradition. Do not use “luminary” or “luminaries.”

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Corporate Sponsorship/Local Identification Standards

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.”

A community’s name should appear after the event name.“The American Cancer Society Relay For Life of Jefferson Township.”

A corporate sponsor’s name should never appear before American Cancer Society Relay ForLife.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.”

A community’s name should never appear before American Cancer SocietyRelay For Life.Do not use “Jefferson’s 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.”

Imagery

Imagery plays an important role in enhancing our identity. It impacts the quality, look, and feel

of our communications. It is important that we capture the strength, spirit and action thatdifferentiate the Society. We must show the passion that touches all those who come into contactwith our brand whether that person is a patient, survivor, volunteer, donor, researcher or Relay participant.

Our imagery falls into three basic styles of photography: action, close-up and metaphorical.These images, together with the “focus” box motif, reinforce the strength, spirit and action of allconstituencies of the American Cancer Society.

Basic Guidelines for Selecting Images

Ideal images: Speak to strength, spirit and action Show interaction between two or more objects, be it person to person, object to person or

object to object Show average, everyday people of all ethnicities, ages and backgrounds Are bold, cropped-in Are crisp and clear, uncluttered

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Can be blurred if showing speed or motion Are emotional, direct and dominant Have unexpected content (i.e., think of the result of not smoking, like the ability to

breathe easily and run or a clear sky, rather than simply a picture of a cigarette) Have unexpected or dynamic angles Can be documentary

Images should not be: Posed or obviously staged Far away, or with the main image not dominant Soft focus Monotone, duotone, or heavily manipulated Silhouetted - always include backgrounds

Note: Royalty-free imagery is available from the Downloadable Assets section of BrandWizard.Please read and understand usage and licensing information before downloading images.

Suggested Relay For Life Marketing and Media RelationsTimetable

9 Months Before Event

Recruit communications committee. Develop your specific communications plan for the Relay.

Work to secure Relay media sponsors.


Print event brochures and posters and distribute.

5 to 6 Months Before Event

Focus on public relations activities geared toward team and volunteer recruitment. Begin pitching and running PSAs.


Focus on public relations activities geared toward cancer survivor recruitment. Begin developing human interest stories about participants for possible feature stories. Pitch human interest stories to local media with assistance from communications staff.

1 Month Before Event

Focus on public relations activities geared toward luminaria sales and the survivors lap. Send calendar listing to applicable newspapers. Send op-ed piece and letters to the editor to appropriate newspapers.

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3 Weeks Before Event

Send press releases with local story angles to community newspapers/broadcast outlets. Send out Honorary Chair and speaker news release(s).

2 Weeks Before Event

Send event news release and work on getting media coverage at event. Prepare media kits for event, if need.

3 Days Before Event

Follow-up with key local media and pitch different angles for day of event stories.

Day of Event

Work with communications and Relay staff members to coordinate media needs duringthe event. Prepare appropriate event spokespeople to handle media interviews.

Take photos at event, if needed.

Post-event (within a week)

Write and distribute final news release with Relay results. Write thank you notes to all media who covered event. Send wrap-up letters to the editor.

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Planning Your Marketing Timeline

Timing is Everything

WHAT WHEN WHO

Beginning of Relay season pitching begins,highlighting your Relay and promotingadditional Relays and overall message totop tier media outlets

Ten weeks in advance RegionCommunications

Identify community media outlets to pitch Six weeks in advance Volunteers/unit staffRegionCommunications tolend assistance as

needed*

Send out volunteer/survivor recruitmentpress release if needed

One to two monthsbefore event

Volunteers/unit staff

Send out calendar listings to communitynewspapers, newsletters and local TV/radio

One month before event(average lead time is 3weeks)


Send out recruitment press release to

company newsletters

One month before event Volunteers

Send out press release with local storyangles to community newspapers/broadcastoutlets

Three weeks beforeevent


Send out media advisory about local Relayand follow up with community media

One week before event Volunteers/unit staff

Designate representative to handle anymedia at event Identify possiblespokespeople and photo opps prior toevent. Prepare speaking points.

Day of event Volunteers/unit staff

Designate someone to take pictures atevent to send to media

Day of event Volunteers/unit staff

Send letters to editor (signed by event chair,lead volunteer, cancer survivor) to localmedia

One to three days afterevent


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At Relay For Life

Photographer Shot Sheet

If you are going to have someone take pictures at your event, we recommend you give them thisshot sheet. It will help them capture the essence and diversity of Relay For Life. By followingthese guidelines (provided by the California Division Corporate Communications Department),you increase your chances of having your photos published in Relay calendars, picture showsand other collateral.

Objective

Provide a professionally produced visual marketing tool that includes multiple images thatclearly reflect the diversity, emotion and community collaboration of a Relay for Life event.

Visual Tone

The closely -cropped images should communicate a sense of emotion, passion, and excitementand understanding of the event through candid "slice of life" or "day in the life" type shots. Theimages should reflect the essence of the event with passion, hope, courage, collaboration,reflection and fun. Photos should stimulate, motivate and communicate a sense of a purpose andunity that comes from joining together for an important cause.

Diversity

Regardless of the photo categories, images should reflect the diversity of the event. (age, gender,ethnicity, socioeconomic, disabilities, etc.) Ensure (as appropriate) certain shots include Relayfor Life logo (caps, T-shirts, mugs, etc.).

Shot Sheet

Tent City

o Unique camp sites (many sites have a fun theme, or a unique look)o Families/company teams (cooking, playing games, sleeping, etc.)o Corporate teamo Family teamo Survivor teamo Ethnic teamo Include Relay for Life signage/gear in shots as appropriate

Survivors

o Survivor Lap (before, during and after)

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o Hugs, tears, holding hands, hope, joy, reflectiono After Survivors take their lap, everyone is invited on to the track (shot of large

group moving towards the camera).

o Survivors may be wearing medals, ribbons, sashes, etc.

Luminaria

o Hope/cure words created in the bleachers with the luminariao Participants (family, child, spouse - tears, hugging, reflection, etc.)o Close-up of messages on the bagso Lighting of luminaria

Fight Back Ceremony

o Pledge cards being signedo Field of flags representing the commitment to save a life from cancer

o Participants holding their flags of commitment

General Shots

o Participants moving along the track (walking, jogging, piggyback, wheel chairs,strollers, etc.)

o Cancer patients who are currently going through treatment (hair loss)o Dancingo Eatingo Huggingo Playing (volleyball, frisbee, cards, board games, etc.)o Holding hands

o Fun/family/company/communityo People cheering others ono Celebrities/personalities/sports figures that would be recognized statewide (Olivia

Newton-John, Rick Springfield, etc.).

Volunteers

o Registrationo Taking moneyo Filling the luminaria bags with sand/writing messages on the bags/lighting the

bagso Other - TBD

Mission Delivery o Information tent/display/booth/table/etc.o Participants eating healthy food (fruits/vegetables/etc.)o Mission Delivery signage (track signs, etc.)o Advocacy (filling out Action Network postcards)o Interactive shot with Mission Delivery volunteer/participant reviewing cancer

information on a laptopo Mission Delivery volunteer speaking with participant(s)

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Emcee Cancer Facts

Stage Announcements

Lung Cancer

Lung cancer remains the number one cancer killer of men and women. Lung cancer alone killsmore than 13,000 Californians reach year, more than prostate, breast and colon and rectumcancer combined.

What is the number one thing people can do to reduce their risk of developing lung cancer?QUIT SMOKING! Smoking is the most preventable cause of death in our society and isresponsible for about 30 percent of all cancers.

So if you smoke, stop. If you are around someone who smokes, ask them to put it out, if not fortheir health, then for yours. And if you know a young person who smokes, tell them it doesn’tmake them look as cool as they think.

For more information lung or tobacco-related cancers, local smoking cessation resources, or theSociety’s Teens Kick Ash! Campaign, please call the American Cancer Society at 1/800-ACS-2345 or visit www.cancer.org.

Prostate Cancer

Prostate cancer is the most commonly diagnosed cancer among men, particularly among AfricanAmerican men. Age and race both play a role in increasing risk of developing the disease.

This year in California alone, roughly 22,600 men will be diagnosed with prostate cancer andover 2,900 will die from the disease in 2008. If caught early enough, the survival rate is almost100 percent.

The American Cancer Society recommends that men talk with their doctors about beginningannual prostate-specific antigen (PSA) testing and digital rectal exams (DRE) beginning at age50. Men at high-risk such as African American men or those with a family history of the diseaseshould begin testing at age 45.

For information about local prostate cancer education and support services like our Man to Man

program, please call 1/800-ACS-2345 or visit www.cancer.org.

Breast Cancer

Breast cancer is the most common cancer among California women. This year more than 21,000women in the state will learn that they have breast cancer and more than 4,200 will die from thedisease in 2008. Age and family history both play a significant role in assessing risk ofdeveloping the disease.

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To reduce your risk, the American Cancer Society recommends maintaining a healthy weight,adopting a healthy diet, and exercising regularly. Women between the ages of 20-39 should have

a clinical breast exam by a doctor or nurse every three years. Women 40 and over should have anannual clinical breast exam followed by an annual mammogram. Monthly breast self-exams areoptional.

In our community, the American Cancer Society has programs like Reach to Recovery, a peer-to-peer support program and Look Good…Feel Better, a service to help women build self-esteemwhile undergoing treatment. These programs are designed to support women affected by breastcancer and their families so that no one is left to fight the battle alone.

Colon Cancer

Colon and rectal cancers are the third most commonly diagnosed cancers among California menand women. More than 14,000 Californians will be diagnosed this year with colorectal cancerand an estimated 5,000 will die in 2008. This disease often will not show symptoms until it is inan advanced stage.

The good news is that this is the most preventable form of cancer through regular screening. TheAmerican Cancer Society recommends that men and women, beginning at age 50, choose one ofthe following screening programs:

Colonoscopy every ten years; or Fecal occult blood test (FOBT) and flexible sigmoidoscopy every five years; or Double-contrast barium enema; or Flexible sigmoidoscopy every five years; or A yearly fecal occult blood test, and although this method is not preferred, it is still

acceptable.

Men and women with a family history colorectal cancer or polyps, a personal history ofinflammatory bowel disease, or those with a high fat, low fiber diet or sedentary lifestyle, shouldtalk to their doctors about beginning a screening program before age 50.

Live Right, Exercise, Live Longer!

Most of us know the main benefits of eating healthy and exercising regularly—we look betterand we feel better. But did you know that eating a low fat, high fiber diet and getting at least 30minutes of exercise a day could help you live longer?

Studies show that obesity, poor diet, and lack of exercise are responsible for about 35 percent ofall cancer deaths. So if you knew there was something you could do to reduce your risk ofdeveloping cancer, wouldn’t you do it? Well, here’s how:

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The American Cancer Society recommends that you eat five or more servings a day of fruits andvegetables; eat breads, cereals, grain products, rice, pasta or beans each day; and choose low fat,

high-fiber foods. It is also important to limit your consumption of meats, especially high-fatmeats and limit alcohol consumption. It is also recommended that you get at least 30 minutes of physical activity a day which can be as easy as working in the garden or taking a walk.

More information about living healthy can be found at www.cancer.org or by calling 1/800-ACS-2345.

Appendix

1. Media Samples (Appendix pages 1-57)

Download editable versions of all Community Marketing Media Samples in thisappendix from RelayForLife.org on the California Committee Materials Page.

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Community BasedMarketing

Handbook – MediaSamples Appendix


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News Releases, Announcements and More ............................................................... 3 Press Kits ..................................................................................................................................3

Event Fact Sheet.......................................................................................................................4 GENERAL EVENT SAMPLE MEDIA ALERT............................................................................5 TEAM REGISTRATION SAMPLE NEWS RELEASE................................................................6 VOLUNTEERS NEEDED SAMPLE NEWS RELEASE .............................................................8 FIRST YEAR SAMPLE NEWS RELEASE ..............................................................................10 10th ANNIVERSARY SAMPLE NEWS RELEASE..................................................................12 COMMITTEE MEETING SAMPLE NEWS RELEASE.............................................................14 COMMUNITY SAMPLE NEWS RELEASE .............................................................................16 SPONSOR RECRUITMENT SAMPLE NEWS RELEASE ......................................................18 HONORARY CHAIR ANNOUNCMENT SAMPLE NEWS RELEASE .....................................19 RESEARCHER AND RELAY SPEAKER SAMPLE NEWS RELEASE ...................................21 CALENDAR LISTING SAMPLE ..............................................................................................23

PSA SAMPLE PITCH LETTER ...............................................................................................25 LIVE READ SAMPLE PSA’s ...................................................................................................26 SURVIVOR LETTER TO EDITOR ..........................................................................................28 SURVIVORS LAP SAMPLE NEWS RELEASE ......................................................................29 LUMINARIA CEREMONY SAMPLE NEWS RELEASE ..........................................................30 FIGHT BACK CEREMONY SAMPLE NEWS RELEASE ........................................................32 PHOTO OP SAMPLE ALERT .................................................................................................34 GENERAL AMERICAN CANCER SOCIETY NEWS RELEASE .............................................35 RESEARCH SAMPLE NEWS RELEASE ...............................................................................37 SAMPLE ADVOCACY RELEASE ...........................................................................................39 OP-ED PIECE SAMPLE..........................................................................................................41 PRE-EVENT LETTER TO THE EDITOR WITH VOLUNTEER REQUEST.............................42

PRE-EVENT LETTER TO EDITOR FROM RESEARCHER...................................................43 PRE-EVENT LETTER TO THE EDITOR SAMPLE.................................................................44 RELAY FOR LIFE SAMPLE PROCLAMATION......................................................................45 RELAY FOR LIFE ANNOUNCEMENT SAMPLE NEWS RELEASE.......................................46 KICKOFF SAMPLE ALERT.....................................................................................................48 WRAP-UP SAMPLE NEWS RELEASE ..................................................................................49

ACS RECOGNIZES EVENT SAMPLE NEWS RELEASE ......................................................51 PAINT OUR TOWN PURPLE SAMPLE NEWS RELEASE.....................................................53 PAINT OUR TOWN PURPLE SAMPLE PROCLAMATION....................................................55 POST EVENT LETTER TO THE EDITOR SAMPLE...............................................................57

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News Releases, Announcements and More

Press Ki ts

A press kit is a great tool that you can give to media before or during your event. The contents ofa press kit serve as a comprehensive overview of the American Cancer Society Relay For Life,including select press materials and collateral. Template press material is available in thefollowing pages and your staff partner will be able to provide collateral material mentioned.

To create a press kit, start with a Relay For Life folder. Following are recommendations forcontents:

Right Pocket (from front to back)

General Event Media Alert, see page 50

Local Event Fact Sheet, see page 51

General Relay For Life News Release – following are recommended (choose one)o Community Sample News Release, see page 57o Relay For Life Announcement News Release, see page 89o Wrap-Up News Release, see page 92o ACS Recognizes Event News Release, see page 94

General American Cancer Society Release, see page 78

Left Pocket (from front to back)

Relay Brochure

Cancer Resource Network Brochure

American Cancer Society California Division Cheat sheet (one-sheet)

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Event Fact Sheet

LOCAL FACT SHEET SAMPLE – delete any l ines that are not applicable

American Cancer Society Relay For Life of INSERT COMMUNITY Fact Sheet

Event Name: American Cancer Society Relay For Life of INSERT COMMUNITY NAME

Event Date: INSERT DATE

Event Location: INSERT LOCATION

Event Chair: INSERT NAME, CITY OF RESIDENCE

Co-Chair: INSERT NAME, CITY OF RESIDENCE

American Cancer Society Staff Partner: INSERT NAME, AMERICAN CANCER SOCIETYOFFICE

Event Sponsors: INSERT BUSINESS NAMES

Participant Goal (or actual # of participants): INSERT NUMBER

Number of Participants last year: INSERT NUMBER

Team Goal (or actual # of teams): INSERT NUMBER

Number of Teams last year: INSERT NUMBER

Fundraising Goal (or actual $ raised): INSERT AMOUNT

Commitments to Fight Back Against Cancer Made (est. or actual at Fight Back Ceremony):INSERT NUMBER

Year of the first Relay in this Community: INSERT YEAR

Funds raised since the first Relay in this community: INSERT AMOUNT

Past Awards won by this Relay For Life of INSERT COMMUNITY: INSERT AWARD NAMES

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GENERAL EVENT SAMPLE MEDIA ALERT

MEDIA ALERT NAME, PHONE NUMBER

American Cancer Society Relay For Life of INSERTCOMMUNITY Fights Back Against Cancer!

WHAT: Relay For Life is a fun and unique 24-hour event to increase cancer awareness in(COMMUNITY]) while raising much-needed funds for the American CancerSociety’s programs and services. Teams composed of up to 12 people formed bylocal businesses, community groups and individuals raise funds prior to the event.

At the Relay, team members take turns walking or running around a track, relay-style and enjoy fun activities and entertainment off the track.

Documents

Community Marketing Handbook