crossroads programs

Crossroads Programs, Inc. is a non-profit organization that works in partnership with abused, abandoned, and homeless youth as they develop skills necessary for success, take on challenges, and move toward adulthood as productive, confident members of the community. Crossroads offers a range of services including group-based residential programs, community-based residential programs, and individual and group counseling. The organization primarily serves those in the seven southern counties of New Jersey.

In the fall of 2003, Crossroads was approaching its twenty-fifth anniversary. The organization was looking for a way to celebrate this milestone and at the same time, increase public awareness of the agency. FSMS developed a full-scale marketing communications program to re-introduce Crossroads, its mission and program to the community. As part of the strategy, FSMS media trained the board of directors and several key staff members as preparation for press interviews. We launched the initiative with the grand opening of the organization's seventh residential facility in Cinnaminson. FSMS recommended and executed a press preview of the site prior to the grand opening that resulted in coverage in the Philadelphia Inquirer and the Burlington County Times, as well as a segment on KYW NewsRadio.

Progressive press pitches as the anniversary celebration took shape encouraged these three outlets, as well as several local publications, to cover both the pre-event news and the events itself. A festive, circus themed event called "Le Grande Cirque" was developed to mark the anniversary. FSMS managed all elements of event coordination, including the volunteer committees, permitting, budgeting, sub-contractor negotiations and management, invitations, ticket sales and registration, and event day logistics. Le Grande Cirque was held on the grounds of Burlington County College in a 4000-square-foot tent and featured circus performers, carnival games and live musical entertainment. In order to attract the media and public, FSMS approached local politicians, sports figures and community leaders and secured their commitments to serve as honorary ringmasters. The appearance of these names on the invitation attracted the media, and helped elevate interest and boost ticket sales.

The memorable event served not only to celebrate Crossroads anniversary and recognize key staff, volunteers and supporters, but through extensive media coverage, also increased public awareness and involvement with the organization.