1. PATERSON COMMUNITY SCHOOL CORPS PUBLIC RELATIONS CAMPAIGN
By Cierra I. Hinton
A THESIS PRESENTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF MASTER OF ARTS IN PUBLIC RELATIONS
FULL SAIL UNIVERSITY
2014

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Table of Contents
Acknowledgements..................................................................................................................................................................3
Executive Summary.................................................................................................................................................................5
Situation Analysis......................................................................................................................................................................6
Research Plan...............................................................................................................................................................................8
Campaign Plan..........................................................................................................................................................................11
Bibliography..............................................................................................................................................................................18
Appendix A (Press Releases)……………………………………………………………….......................................19
Appendix B (Media List)……………………………………………………………………........................................24
Appendix C (Media Kit)………………………………………………………………………......................................30
Appendix D (Event Flyer)…………………………………………………………………….....................................36
Appendix E (Content Strategy)……………………………………………………………………………………….37

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ACKNOWLEDGEMENTS
I would like to first give thanks to my God Almighty who in which this is all
possible. I would also like to express my deepest appreciation to all those who provided
me the possibility to complete this thesis. Those who have lent me a helping hand and
have given me the guidance I needed to stay on course and to not give up, I thank you.
I also would like to express my appreciation to all of my professors who have
given me the tools I needed in order to succeed. It is because of your corrections and
help that I am able to get to this point and present my thesis to you. Thank you to
Professor Lee for the encouragement and your help. It is because of your words that I
have found a way to apply what I have learned to my business. Thank you to Doctor
Vizcarrondo for your honest feedback. Your classes were extremely tough but because
of it, I am a better writer. Professor Painter I am so glad for all of your world famous
submission forms. Your classes were a pleasure to be a part of. Lastly, to Professor
Palmisano and Professor Krasa I am thankful for your classes as well. I enjoyed every
moment I had during these past 12 months.
A special gratitude I give to the CEO of the New Jersey Community Corporation,
Mr. Bob Guarasci, who has been a major contributor to making this happen. Thank you
to Mr. Kwame Gilbert whose contributions, suggestions, and encouragement helped me
to coordinate my project especially in writing this thesis. It is because of his willingness
to listen to me while I completed these assignments, as well as help me proofread my
papers that I am as successful as I am.
Furthermore, I would like to express my deepest appreciation to my family. To my
biggest fans, my mother Keisha Smith, my sister Ja’Bria Smith, and my brother Jaden

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Shabaaz, I hope I have made you proud. I hope that I have set a positive example for
you to follow. And to my father, grandmothers, aunt and uncle this is for you. I hope that
I have made you proud.

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EXECUTIVE SUMMARY
The Paterson Community School Corps is an AmeriCorps program that is hosted
by the New Jersey Community Development Corporation in Paterson, NJ. The program
started in 1994 with the intention of providing services to the low-income families in
Paterson. The program allows twenty college graduates an opportunity to manage a
caseload of students who are in need of extra academic support, as well as plan family
friendly events that promote a healthy home life and civic engagement.
For the 20th year of service, the administrators of the PCSC program wanted to
gain an increase of participation in their community outreach events in hopes that it
would line them up for a possible expanding of their services to other schools. This
public relations campaign was set up to help increase their visibility throughout the city of
Paterson. The methods and strategies used throughout this campaign were using social
media sites like Facebook and Instagram to post statuses and pictures promoting
upcoming events, distributing press releases, and more. To measure the success of the
campaign, members of the PCSC program have collected data from surveys taken after
events to get direct feedback from our target audience.

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SITUATION ANALYSIS
Client Organization Background, Mission, and Values
The Paterson Community School Corps (PCSC) is an AmeriCorps program in
Paterson, NJ that is hosted by the New Jersey Community Development Corporation
(NJCDC), a local non-profit organization. Funded by both federal and state grants
provided by the AmeriCorps program, PCSC has the necessary resources to
successfully provide services and resources to the families within the schools. PCSC is a
youth development program based in two public schools and one charter school. PCSC
focuses on four major initiatives that include: academic support, strengthening families,
community outreach, and community service/volunteerism. With these initiatives and the
resources available through the NJCDC, PCSC provides family-friendly events and
programming as well as workshops to promote a healthy environment in the home.
Communication Analysis: Current Situation
PCSC provides their services to three schools in Paterson, NJ. These schools are
the Community Charter School of Paterson, International High School, Garret Morgan
Academy, and Paterson Public School no. 5. The PCSC program is funded by the
federal and state grants through the AmeriCorps program. PCSC has the necessary
resources to successfully provide services and resources including ESL classes and
fitness classes to the students and families.
In 2010, Governor Chris Christie decided to cut back on the funding for the NJ
After 3 grant used by the NJCDC (Lipman 2010). The budget cuts made it difficult for the
NJCDC to continue with their program within some of the Paterson Public Schools
causing them to pullout of some of the schools. Since then, the CEO of the NJCDC

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decided to train his AmeriCorps members to take charge of the after school programs.
Now the after school programs in their current sites are up and running thanks to the
PCSC AmeriCorps members and the 21st Century grant.
Problem and Opportunity Statement
Under the program, the members of PCSC take part in five major citywide
community service programs throughout their term of service. During these citywide
programs, this would be the opportunity for the administrators for the PCSC program to
market their services to other families in the community. These events would then create
a platform to present to the community what the program is capable of doing and how it
positively affects those who participate within the program. The twenty AmeriCorps
members are responsible for planning family-friendly programing that will promote the
ideals of strengthening families.

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RESEARCH PLAN
Secondary Research Report
There are 96 non-profit organizations within the 07501 zip code of Paterson, NJ,
most of which are of a religious nature (Guidestar.org, 2014). There are 22 sites linking
to the NJCDC’s website, including Guidestar.org, Paterson’s official city website,
lead411.com, and others (Alexa, 2014).
The Paterson community is an urban area with many different cultures. The
families in Paterson consist of African American (31.6%), Latino (57.6%), and Bengali
(23.9%) families (FactFinder n.d.). The students of Paterson schools, both public and
charter, are largely from low-income families. The families of Paterson make an average
of about $32,000/year with an income per capita of about $14,000 (FactFinder n.d.).
Single-parent homes make up about 46% of the Paterson community (FactFinder n.d.).
SWOT Analysis
Some of the strengthens of PCSC is a positive reputation within the schools
where it is hosted. PCSC has 20 years of service through the NJCDC. The biggest
community outreach program for PCSC is their annual Holiday Toy/Drive and Christmas
Eve Party. Last year PCSC was to able to provide toys and food to over 400 families in
the city of Paterson. PSCS is an AmeriCorps and NJCDC affiliate that focuses on youth
development programming that serves both students and their families. PCSC is both
federally and state mandated and funded as well.
One weakness of the PCSC program is their need for a communication channel
other than NJCDC’s. The NJCDC runs multiple programs other than the PCSC and their
social media streams are flooded with messages for all of their programs. Another

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weakness of PCSC is that it has a limited amount of services it provides to the families
and schools within a 1-mile radius of the NJCDC. Although the program is an affiliate of
NJCDC, PCSC is capable of being over shadowed by the reputation of the NJCDC. The
budget cuts of 2010 caused PCSC to have to pull out of the schools.
The PCSC has the opportunity to create its own social media outlets to promote
their services. PCSC collaborates with other youth development programs and has
supportive collaborators. PCSC is now wrapping up its 2013-2014 fiscal year and
preparing for another year of programing and events. PCSC is now recruiting a new
class of AmeriCorps members to place in their sites. This is the time for the
administrators of the program to look at the successes as well as what needs to be
improved from this past year, and plan accordingly.
Things that could threaten the state of the PCSC program are federal and state
changes to funding. Education has been one of the major victims in state budget cuts. If
the trend continues the PCSC program will have to make many sacrifices to the
program. Over the years, PCSC has lost some of their alliances and partners, which
means they have limited supporters. Being funded by both state and federal, the
program can run into governmental restrictions. The internal staff within the NJCDC is
constantly changing and the program leaders can change at a moments notice.
Publics and Stakeholders
The target public and stakeholders of the PCSC program are the parents and the
Paterson Public Schools Board of Education. These are the opinions that matter in this
campaign. In order to created a demand to expand PCSC’s services into other schools,
we must appeal to the parents. Once they have appealed to the parents in the

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community, they would then like to see the parents become involved in the program and
have them rally together to see that this program get implemented into other schools. To
implement the program into other Paterson Public Schools we must adhere to the
Paterson Board of Education. Once we have done everything we need to do to stay
compliant with the Board of Education’s needs, we then have a greater chance of
expanding our services to other schools.
Primary Research Plan
At the end of each event or workshop hosted by the PCSC program, AmeriCorps
members are responsible for administering and collecting surveys to the participants of
the events. The goal is to get at least 50% of the surveys filled out from participants after
each event. This would occur at the end of the event for about 30 minutes to an hour.
With this information, PCSC is then able to figure out how successful their perceived
intentions of the event were and what, if anything would need to be done to improve on
future events. The information collected from the surveys also provides PCSC with what
are the best tactics to reach out to families beyond those we serve.

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CAMPAIGN PLAN
Goals and Objectives
PCSC wants to expand its services to families that live past the 1-mile radius of
the NJCDC. Using marketing and research tools as well as community engagement
programming, PCSC will gain a better understanding of the needs of the families they
serve. The PCSC program currently has five community outreach events during the year:
the 9/11 service day, Make a Difference Day, the city-wide holiday toy drive and
Christmas party, Martin Luther King Service Day, as well as Global Youth Service day.
The turnout for such community outreach events has been poor. Throughout the year at
most of the community outreach events, it’s been estimated that as many as 10 families
at most have been present at each site. Through this campaign, PCSC wanted to gain
an increase in family participation by 30%.
This campaign will help Paterson Community School Corps increase its brand
awareness and reputation in the Paterson community by continuing the tradition of the
program’s community outreach objective. This will give students and parents a chance to
learn about the program’s objectives and services. In return, the PCSC program will
continue to encourage volunteerism throughout the community and will see an increase
in parent participation. By gaining a more visible presence within the community, the
potential demand for PCSC’s resources to expand within other schools will increase.
Strategies and Tactics
The students in the Paterson community are active on social media. Sites such as
Facebook, Twitter, and Instagram are always the topic of conversation in the students.
By creating a profile for each social media site, we would be able to better tell the

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students about any events coming up throughout the school year. This would also give
the PCSC program and AmeriCorps members a chance to better understand the needs
of the children because this is a form of interactive marketing. Creating a hashtag, such
as #PCSC1415, at the end of every post will allow the students an easy way to find the
information about the program.
Having a good public relations manager is important for this campaign. A public
relations manager can generate media coverage for the PCSC community outreach
events. PCSC’s public relations and publicity manager can generate media coverage by
constantly contacting media professionals, building a rapport, and getting the reporters
interested in the program. This would include print, television, and radio news spots in
local media. During the times of the community outreach, we will put in inquiries at local
newspapers such as The Record for the event to show on the newspaper’s website of
upcoming local events. By creating our own newsletter, we can keep the parents
informed about the program and any events coming up. This form of direct marketing will
allow us to keep a steady stream of information to the parents. Through this method, the
parents should expect constant updates about the program.
Target Market and Audience
The target market and audience of the PCSC program are the students and
families of Paterson, NJ. The program services students from kindergarten to twelfth
grade. The program not only provides programs and services for the students in the
schools of which they serve, but also it provides help to the parents and guardians of the
students.

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The students in Paterson usually attend parties and carnival type events. Events
like these appeal to the students because the students engage in activities that are more
social. Small groups of students come out to participate in community service projects on
their own. Students who need to complete community service hours for a program make
up the majority of those attending this type of programming. With this in mind, programs
include incentives for those who attend any of the community outreach events to gain a
larger audience. Students in Paterson also attend free or relatively low cost events. A
more recent study in 2010 showed today’s youth consumes “about 7½ hours of media a
day”, this includes watching television, surfing the web, and social media outlets (Ahjua,
2013). In 2005, a previous study showed the average amount of time spent online was
5½ a day, making the 2010 study indicate a two-hour increase (Lewin, 2010).
Buyer Persona
Antonio Rivera an 18-year-old graduating senior of Passaic County Technical
Institute who lives in Paterson, NJ wants to become an actor after he graduates. Rivera
lives with his younger brother and single mother in a three family house. Working at
Chucky Cheese as an after school job, Rivera makes minimum wage. Rivera wants to
gain more independence. He wants to have more freedom and not feel pressured to
abide his mother’s rules. Rivera uses popular social media outlets very often. With
applications like Instagram and Twitter applications on his phone, Rivera has a very
active Internet persona. Antonio uses the typical slag terms of the urban youth. His
Instagram page displays quite a few “selfies” of himself in the mirror. He wears skully
hats, Hollister shirts, and “fresh” sneakers. Images that would appeal to him would

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include anything of pop culture as well as anything that resembling “swag”. He also has a
few pictures of him with his friends at events.
Timeline
June-August: The focus of these months is to inform college graduates about the
employment opportunities coming up for the program. That means blasting all of social
media with messages, pictures, videos about the program and what it takes to apply for
the positions available.
September-October: The PCSC program would like to welcome back the students
to another successful school year. This part of the school year we would focus on the
individual events going on at each school site. Two of the program’s community outreach
events take place during these months. In September, the AmeriCorps member’s first
requirement is to help with a 9/11 service project, and in October is “Make a Difference
Day”. This will be a good opportunity to get in contact with local media to inform them
about the events and see if we could get any media coverage.
November-December: The PCSC program focuses on the annual citywide holiday
drive. The AmeriCorps members are asked to find donors who are willing to donate non-
perishable foods, clothing, and toys during these two months. The other end of the
holiday drive is to encourage others who are not in the PCSC program to volunteer their
time by wrapping gifts for the children. The plan would be to constantly inform families,
friends, and collaborating vendors about how they could donate in the holiday drive
through social media platforms, direct marketing, and gaining local media coverage.
December-January: When the annual citywide holiday drive and event is
complete, PCSC focuses on their forth community outreach program for Martin Luther

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King Act of Service Day. The primary focus of this time would be to inform families about
the event in hopes to get a good turnout. Again, the goal is to focus on local media
coverage as well as social media, but to also incorporate flyers distributed during the
school day by the AmeriCorps members.
February-March: The PCSC focuses these months on work dedicated to the
students they serve during the school day. The focus of these months would be to
highlight any successes during this time. Posting pictures on Instagram and Twitter,
uploading videos on YouTube, or status updates on other social media sites should keep
the families informed about the program and beneficial it is to the children of the
program.
March-April: The PCSC program starts to plan their last community outreach
program for the fiscal year, which is “Global Youth Service Day”. During this time, we
would inform local media about the event in hopes of trying to get media coverage. This
would also be another opportunity to use social media as well as passing out flyers in
order to inform the Paterson community about the event.
April-June: The school year is winding down to a close, which means it is testing
time in the schools. This is a great opportunity to utilize social media as a chance to
encourage the students as well as give them tips on how to properly prepare for the
tests. After the testing is over, the focus would be to reflect on the success of the year in
social media and wish the student, as well as AmeriCorps member who have completed
their hours, a safe and happy summer.

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Budget
The budget for this campaign from the marketing standpoint is relatively small.
The one major budgeted expense would be the cost of running the Facebook ads. The
need for the Facebook ads would be to promote the five major community outreach
events during the school year. To cut down on cost, if PCSC could schedule the use of
Facebook ads to run three times during the year, making the total cost for the Facebook
ads to be $1050.
Other than that, the budget for this campaign for the rest of the campaign is
nothing. There is no need to spend no other money on marketing. Print materials made
at the NJCDC are included in the PCSC program’s overall budget, social media is free to
use, and due to moral and ethical reasons you cannot pay a reporter for media
coverage. In addition, any information about the program posted on the NJCDC website
is free of charge as well.
The administration of the PCSC program has to figure out the cost of the events,
which is beyond the control of the public relations department, therefore there is not a
need to have a budget for this campaign. The overall cost for this portion of the plan
would not cost the NJCDC or the PCSC administrators anything extra because the cost
materials are already included the company budget. Although the administrators for the
PCSC program do encourage other AmeriCorps members to promote the program and
its events on social media, the Social Media Manager for the campaign will be the Public
Relations manager for the NJCDC.

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Measurement Criteria and Evaluation Plan
PCSC was under investigation through the AmeriCorps program, which took all of
the administration’s attention away from programming and promoting their events. The
directors of the program were new to their positions this year, which made this year a
trail, and error year. The timelines for the planning of their events were always completed
at the last minute, which gave the public relations campaign a very short timespan to hit
their goals. The last minute planning led to ineffective and unorganized events with small
turnouts which hindered the program’s chances of expanding its services to other
families and students as well as other schools.

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BIBLIOGRAPHY
Ahuja, M. (2013, March 14) Teen spending more time consuming media, on
mobile devices. Retrieved from http://www.washingtonpost.com/postlive/teens-
are-spending-more-time-consuming-media-on-mobile-
devices/2013/03/12/309bb242-8689-11e2-98a3-b3db6b9ac586_story.html
Alexa Pro (n.d.) Alexa Pro Basic Pla.n Retrieved from
http://www.alexa.com/pro/basic?ax_atid=df52d206-ccbc-405c-9421-
4658fd1692e4
American FactFinder- Results . (n.d.) American Factfinder- Results. Retrieved
From
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=
bkmk
Lewin, T. (2010, January 20). If your kids are awake, they’re probably online.
Retrieved from http://www.nytimes.com/2010/01/20/education/20wired.html?_r=0
Lipman, H. (2010, February 17) Christie Hurting Kids; After School Program Drying Up.
Retrieved from
http://www.lexisnexis.com.oclc.fullsail.edu:81/hottopics/lnacademic/
Search Results (n.d.) Search Results Retrieved from
http://www.guidestar.org/SearchResults.asp

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APPENDIX A:
PRESS RELEASES
“School 5 Rallies Troops to Stomp Out Bullying”
By Cierra Hinton October 6, 2013
The “Power of the Pride” is in full effect at Public School 5 in Paterson, New
Jersey. This week administrators of the school as well as the Paterson Community
School Corp AmeriCorps members hosts “Week of Respect”. The week will teach the
kids to keep the peace through interactive lessons, skits, and carnival starting with a pep
rally on October 7, 2013.
The pep rally will be action pact with dance contests, minute to win it games, and
a video made to introduce the new initiative at the school named PBSIS. The Positive
Behaviors Support in Schools focuses on the positive behaviors in schools rewarding
those who abide by the school’s expectations. By focusing on the positive behaviors of
the school, the hope is to maintain a positive environment.
The pep rally will also include a coming out show that features the PCSC
AmeriCorps members. “This is not just a pep rally for the kids to learn to respect each
other,” says Brianna Bethea, a second year member of the School 5 AmeriCorps team,
“this is also our coming out show for the kids and teachers to know who we are as
AmeriCorps members for the school.”
The AmeriCorps members will perform not once, but twice during the pep
rally. The first performance is a step called “Stomp it Out” to keep the theme of stomp
out bullying. The AmeriCorps members as well as the Social work interns will put
together a series of steps different steps together to make one sound. The second
performance will get the crowd excited because the members will dance to the

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Beyonce’s “Move Your Body”, a remake of her song that coincides with Michelle
Obama’s “Let’s Move” initiative.
The remainder of the “Week of Respect” will feature an interactive lesson
including a skit performed by the AmeriCorps members. The skit will allow the students
to identify what is bullying and the proper way of handing a situation where someone is
being bullied. The week will conclude with a carnival hosted by the school to end on a
high and positive note.
Local Non-profit Organization Hits Milestone
By Cierra Hinton September 25, 2013
A local AmeriCorps program focusing on youth development is now in its 20th
year of service. The Paterson Community School Corps, PCSC, looks back on the
success of the program. The program hosted by New Jersey Community Development
Corporation, NJCDC, is the organization’s first establishing program back in 1994.
The AmeriCorps program is an initiative formulated under the National Service Initiative
under President Clinton’s administration. Since the creation of the initiative, millions of
American dedicated their time to service the environment, empower the youth through
education initiatives, strengthen communities through residential programs, etc. This
education- based program is located in two Paterson Public Schools and one charter
school founded by the NJCDC.
“The Paterson Community School Corps is an interactive program that seeks to
address some of the issues within the Paterson community,” says current PCSC service
member Kwame Gilbert. “Through unique educational initiatives, the Paterson
Community School Corps provides a positive service to Paterson.”

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While in the midst of their 20th class of individuals whom want to continue to provide a
positive service to Paterson, program directors Nicole Sweeney and Marquise Guzman
plan to create a class reunion with the previous members of the PCSC program. “This is
a chance for all of us to look back on the changes this program has gone through, and
celebrate the legacy that is PCSC,” says Sweeney.
Service with a Cause- AmeriCorps Member Explains Her Year
By Cierra Hinton October 27, 2013
The first few years of your life after you have complete, your undergraduate
program can be crucial. You can do so much now that you do not have to worry about
papers, lectures, and professors as a whole. You can travel many different roads
now. You can go to graduate school, start working or do nothing.
Cierra Hinton thought it would be a good idea to join the AmeriCorps program and
go to graduate school all at once. Hinton is a student at Full Sail University studying to
get her masters degree in public relations, while serving a year as a member of the
Paterson Community School Corps. “It has been a great challenge to try to balance the
two, because the two can be time consuming and intense,” says Hinton, “but I can
already predict what I can take away from this fulfilling experience.”
The AmeriCorps program is a federally funded program that allows people to give
back to the community by serving a year in reservations, nonprofits, public agencies in
communities across the country. The PCSC program puts Hinton in the schools of
Paterson, NJ where she gets a chance to do direct service with the kids in that
community. ”This is the most challenging role because I have to play many of different
roles in one with minimal training. I am a teacher’s aide a mentor a tutor community
service developer and the list goes on.”

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Hinton started her year as an AmeriCorps member this past September and can
already see the pressures of trying to make a difference in the kids’ lives. Almost two
months into her service and she has already been challenged with time management
problems and classroom management problems as well.
Time seems to be a major concern to Hinton as she serves her year because of
all the different obligations she expects to fulfill. “Staff meeting as a whole class, staff
meetings at your site, grade level meetings, meeting with your partners, after a while it
feels like we have a meeting about meeting because there was a meeting the last time
we met. On top of these meetings we have to do community service projects, man the
after school program and still plan time with our caseload.”
Within the short amount of time Hinton has served at her site she has been a part
of various different trainings, helped plan the festivities that have taken place during the
“week of respect”, planned a party for the 5th and 6th graders, all while trying to get to
know her kids in her case load. Now one more thing are more difficult with the addition
of the Extended Day Program.
“The other challenge I have is that I am dealing with 34 5th graders in the after
school program and classroom management is not my strong suit. I feel as though I
become a warden and not the fun counselor, teacher, and friend that I know I can
become.” The classroom Hinton is in charge of is a very active group of kids. In the
almost two months she has been a member, Hinton has been stressed out because she
wants to do well, but she does not feel as though is succeeding. “I sometimes wonder
how can I survive the remaining 10 months but then I think about my kids and how much

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I love them already. I know that I was meant to be there and I can already see the
progress I have made.”

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APPENDIX B:
MEDIA LIST
Journalist #1
Name Minjae Park
Position Blogger
Outlet The Record
Email parkm@northjersey.com
Twitter Minjae Park
Link to
Recent Work
http://www.northjersey.com/news/Angry_face-
off_ended_in_deadly_hail_of_bullets_witness_recalls.html
Reasons for
Inclusion
He is a local news reporter covering the immediate area of the
organization.
Journalist #2
Name Kathy Carvajal
Position Producer
Outlet MyFox
Email carvajal@myfox.com
Twitter kathycarvajal
Other facebook.com/kathy.carvajal
Reasons for
Inclusion
My fox is a new york broadcasting network that reaches a larger
audience.
Journalist #3
Name Dan Forman
Position Managing Editor
Outlet WCBS
Email formand@cbs.com
Twitter Danfor
Reasons for
Inclusion
WCBS is a national radio station.
Journalist #4
Name Della Crews
Position Anchor

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Outlet News12 New Jersey
Email crewsd@news12.com
Phone 732-346-3270
Twitter Dellacrews12
Reasons for
Inclusion
Della Crews is the anchor of the local news station in all of New Jersey.
Journalist #5
Name Bruce Lowry
Position Columnist
Outlet Herald News
Email lowryb@northjersey.com
Twitter Balowry21
Reasons for
Inclusion
This is another local newspaper based in Woodland Park (Formerly
West Paterson), which is the next town over.
Journalist #6
Name Rob Quicke
Position General Manager
Outlet WP88.7
Email quicker@wpunj.edu
Phone 973-720-3669
Twitter Britsound
Other www.britsound.com
Reasons for
Inclusion
This is an award winning local college radio station, and professor
Quicke is a former professor of mine.
Journalist #7
Name Jeff Green
Position Reporter
Outlet Clifton Journal
Email greenj@northjersey.com
Phone 608-346-7458
Twitter Jeff_A_Green

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Reasons for
Inclusion
The Clifton Journal is a local magazine for the town of Clifton, NJ.
Clifton is next door to Paterson.
Journalist #8
Name John Batchelor
Position Radio Anchor
Outlet WABC
Email batchelor@wabc.com
Twitter Batchelorshow
Other Www.johnbatchelorshow.com
Reasons for
Inclusion
WABC is another national radio station.
Journalist #9
Name Ashley Southall
Position Reporter
Outlet New York Times
Email southalla@nytimes.com
Twitter Assouthall
Reasons for
Inclusion
The New York Times is a national periodical. Ashley reports on the
N.Y/Region department for the paper.
Journalist #10
Name Andres Jauregui
Position Editor
Outlet Huffington Post
Email andres@huffingtonpost.com
Twitter Dutchvowels
Link to
Recent Work
huffingtonpost.com/2013/07/01/paterson-police-brutality-alexis-aponte-
miguel-rivera-new-jersey-video_n_3529934.html
Reasons for
Inclusion
Andres is an editor who wrote a piece that took place in Paterson, NJ.
Journalist #11

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Name Zeke Miller
Position Political Reporter
Outlet Time
Email Zekejmiller@gmail.com
Twitter @ZekeJMiller
Other Swamp.time.com
Reasons for
Inclusion
Time magazine is a national magazine. Seeing that PCSC is an
AmeriCorps program, there will be some politics involved with the
program.
Journalist #12
Name Russell Goldman
Position Producer and Journalist
Outlet ABC News
Email goldman@abc.com
Twitter Goldmanrussell
Reasons for
Inclusion
ABC news is a national broadcast new outlet. Goldman is also involved
with their news show Primetime Nightline.
Journalist #13
Name Ashley Killough
Position Reporter
Outlet CNN
Email killough@cnn.com
Twitter Killoughcnn
Link to
Recent Work
http://politicalticker.blogs.cnn.com/2014/02/09/star-ledger-editor-on-
christie-endorsement-we-blew-it/?iref=allsearch
Reasons for
Inclusion
CNN is a national cable news network, and Killough just recently wrote
about New Jersey Governor Christie.
Journalist #14
Name Mark Hrywna
Position Sr. Editor
Outlet NonProfit Times
Email hrywna@nonprofittimes.com
Twitter Mhrywna

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Reasons for
Inclusion
The NonProfit Times is a trade journal dedicated to non-profit
organizations. PCSC is a non-profit.
Journalist #15
Name Steve Ross
Position Board of Trustees
Outlet NJ NonProfit.org
Email ross@njnonprofit.org
Phone 732-227-0800
Reasons for
Inclusion
The NJNonProfit.org website is a site that gives news about non profit
organizations in New Jersey.
Journalist #16
Name Bryan Jenkins
Position Anchor
Outlet News 12 New Jersey
Email jenkinsb@news12.com
Twitter bryanjenkinsnj
Reasons for
Inclusion
Bryan Jenkins is the anchor of the local news station in all of New
Jersey
Journalist #17
Name Rick Homes
Position Weekend Anchor
Outlet News12 New Jersey
Email homesr@news12.com
Twitter newsrickhomes
Reasons for
Inclusion
Rick Homes is the weekend anchor of the local news station in all of
New Jersey
Journalist #18
Name Tom Moran
Position Editorial Page Editor
Outlet Star Ledger

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Email moran@njvoices.com
Twitter Tomamoran
Reasons for
Inclusion
The Star Ledger is another local news paper based in Newark, NJ.
Journalist #19
Name Douglas Clark
Position General assignment Reporter
Outlet News12 New Jersey
Email clarkd@news12.com
Twitter Dclarknews
Reasons for
Inclusion
I think the visual representation of the NJCDC and PCSC in action is
one of the main focus the campaign hence all of the different local news
reporters.
Journalist #20
Name Joan Verdon
Position Reporter
Outlet The Record
Email verdon@northjersey.com
Twitter Joanverdon
Reasons for
Inclusion
All the north jersey periodicals have the same website in common but
this also counts as a wire service.

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APPENDIX C:
MEDIA KIT
PCSC Press Conference Talking Points
1. The Paterson Community School Corps is now in progress of their 20th class of
AmeriCorps workers: Paterson Community School Corps, PCSC, is an AmeriCorps
program in Paterson, NJ that focuses on youth development. The PCSC program is
hosted within the non-profit organization called the New Jersey Community Development
Corporation, NJCDC, and both organizations are celebrating it’s 20th year of service.
PCSC services the kids, both male and female, in the immediate schools within a 3-mile
radius of the NJCDC as well as the families of the children.
2. The City of Paterson: Paterson has a large number of low-income families making an
average of about $32,000/year with an income per head of about $14,000. Single-parent

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homes make up about 46% of the Paterson community. (American FactFinder – Results.
(n.d.) With a large percentage of Paterson residents at, or about poverty level
improvement in education, educational resources are vital to ensuring the potential
growth of the Paterson community.
3. The History of PCSC: In its earlier years, the members of PCSC did not have to work
on the after school programs at their respective sites. In 2010 Governor Chris Christie
cut back on the funding the NJCDC used to for the after school program “NJ After 3″.
This made it difficult for the NJCDC to continue with their program within some of the
Paterson Public Schools causing them to pullout of some of the schools. (Lipman, H.
(2010, February 17). The schools sites the members served have changed as well over
the years. The program director of the program served her term in Public School 2 a few
years earlier. The Community Charter School of Paterson and International High School
two of the schools PCSC now serves, are both less than 10 years old.
4. Development of AmeriCorps Members: In this current 20th year of the PCSC 5 out of
20 members of the PCSC are Paterson residents. The AmeriCorps/PCSC program is
supposed to develop young professionals so that they may be able to better develop
themselves and be able to better contribute to the Paterson community, or contribute to
community development in general regardless of location.
5. Structure of PCSC: PCSC focuses on achieving their target number for their four
major initiatives during the service year each class. Each year the program focuses on
academic support, strengthening families, community outreach, and community service/
volunteerism. With these initiatives and the resources available through the NJCDC,
PCSC are able to turn each of the three sites their members serve into full service

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community schools. All of the schools are within a 3-mile radius of the NJCDC.
6. School 5: School 5 hosts the largest amount of PCSC members with 10 AmeriCorps
members. Currently the members are servicing kids from a kindergarten to 6th grade
during the school day and an additional few kids in the 7th and 8th grade during their
afterschool program. So far, during this school year the School 5 members have
completed various different holiday events in hopes to promote family togetherness. Two
members cosponsored an event with William Paterson University to host a holiday
themed party on the WPUNJ campus.
7. Community Charter School of Paterson: The Community Charter School of Paterson,
CCSP, is a charter elementary school created through the NJCDC. Currently, CCSP
hosts six PCSC members and are serving students in the 3rd and 4th grade during the
day and all available grades afterschool. Like School 5, the members of CCSP have
assisted with family engaging activities to promote family togetherness.
8. Garret Morgan Academy/ International High School: Garret Morgan Academy and
International High School hosts four AmeriCorps members to help with the Teen Center
after school. During the day, around the students’ lunch periods, the PCSC members
host a tutoring session for the high school students offering help on any classes they
may find difficult or college preparation help.
9. Past Community Outreach Programs This Year: This year the directors of the PCSC
program have conducted three major community outreach programs. In October, PCSC
conducted the “Spruce up Clean up” program, where the members as well as student
volunteers cleaned up targeted areas of Paterson. In January, The members of the
program conducted the first annual “Youth for P.E.A.C.E” conference. During this

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program, members and guests coordinated mini workshops for the teens of Paterson, to
promote civic engagement. Our most successful program this year was our 20th annual
holiday party hosted on Christmas Eve. This year the members of PCSCs 20th class
were able to raise more toys and help more families compared to last year. This year
PCSC were able to serve over 898 children in more than 400 families in Paterson.
10. The Future of PCSC: For the remainder of the year the directors of PCSC will
conduct one more major citywide community outreach program in April called Global
Youth Service Day. This event is still in the developmental stages. As for the rest of the
year, members will continue to keep up the good work and look forward to completing
another successful year of AmeriCorps through the Paterson Community School Corps
program.

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APPENDIX D:
Event Flyer

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APPENDIX E:
Content Strategy
Paterson Community School Corps
“Don’t miss all the fun! Our events will guarantee to
put smiles on children faces”
Target audience profile
The Paterson Community School Corps campaign
targets families within a 1-mile radius of the New Jersey Community Development
Corporation (NJCDC). The primary targets are low-income families in which many of are
single-parent families.
Communication Objectives
The goal of the Paterson Community School Corps campaign is
to endorse positive family friendly events that engage the families and children of the
Paterson community.
Product and Features Description and Benefits
Paterson Community School Corps provide family friendly events and positive changes
in family relationships.
Unique Selling Proposition
Our community-outreach programs and events not only targeting the children we serve,
but the families who raise them.
Product Position
PCSC does not have many direct competitors in regards to other
programs. PCSC competes with the schedules of the families and how they spend their

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free time. By focusing on the quality programming and the outcomes of the events, this
will persuade families to come and take part more often. This will potentially boost
program visibility and program attendance to PCSC events.
Creative Strategy
With consumer oriented marketing, imagery will focus on the positive effects of family
relationships that are a result of the PCSC program. Highlighting the diversity within the
Paterson community, displaying happy families, and providing media
from earlier PSCS events may potentially aid in creating a sense of improvement
beneficial to the families who have participated a within the PCSC initiative.
Aesthetics/Feel/Tone
Testimonials from the families who have participated in the program, their endorsement
will emphasize the positive outcomes of the program and spread its positive value.
Support Statement
Events from the PCSC initiative such as Mothers Day or Fathers Day luncheons,
Fashion Shows starring the students of the programs, holiday themed events, engaging
students and families in positive social activities that focus on interacting with students
and families and improving the resources they have access to. Participation in PCSC’s
programs families gain access to many resources within Paterson that can
better aid students and families.
List of Media Assets You will Produce
Video Campaigns
Photos
Social Media Content