Relay For Life University
Week11 | Promotion & Publicity
Promoting RFL Events In Your Community
Promotion for each Relay For Life event is typically led by a publicity volunteer, the event chair and/or the American Cancer Society staff partner. However, promoting Relay For Life is a team effort, requiring the involvement of all committee members and Team Captains.
Surround Sound Media
Promoting Relay For Life can be accomplished through several channels:
- Community marketing activities – securing speaking opportunities, holding Paint the Town Purple activities, utilizing community newsletters, etc.
- Collateral distribution – placing Relay For Life marketing materials throughout the community
- Media relations – distributing event-specific media materials to community media outlets and securing local print or radio sponsorship
- Website – working with the online chair to promote fundraising and event details
- Social networking – maintaining an active event Facebook page, and Twitter feeds
SAMPLE Promotions Timeline Overview
Focus: Promote your event Kickoff, recruit additional committee members and re-engage past teams and participants.
2 – 5 Months Out
Focus: Get the word out that the community is gearing up for Relay For Life and is now recruiting sponsors and teams, is inviting all survivors and caregivers to get involved, and that many existing teams are holding fundraisers leading up to the event.
Month-of Event:
Focus: Convey event details including ceremony and activities schedule to the community and invite the media to attend the event.
At-Event
Focus: Promotional efforts at the event including interacting with the media and capturing event photos, videos and personal stories from the event for later use.
Post-Event
Focus: Wrap-up a great Relay season by thanking the community and validating participation by sharing event results and impact. Offer an opportunity to apply for an award based on your outstanding promotional efforts (Terry Zahn Award).