News From

May, 2005


The Greater New York Division of The Salvation Army has launched an extensive marketing communications program to celebrate its 125 years of service to the people of New York City and the nine surrounding counties. Established in Manhattan in 1880, The Salvation Army now services over 560,000 people in Greater New York, through its 164 centers, service locations and thrift stores.

The multi-media marketing communications program, developed by the Kullberg Consulting Group, was launched on Monday, May 9, the first day of National Salvation Army Week. A key element of the program is a sixty second radio commercial featuring noted actor Edward Herrmann who reprises the poignant words of Army founder, William Booth, and re-enforces their even greater relevance today. The commercial will air on numerous radio stations in the New York metropolitan area, and will also appear on The Salvation Army's website as well as on its call waiting telephone system.

Print advertising, whose themes mirror the radio advertising, will appear in daily and weekly newspapers, and will be reproduced in various Salvation Army in-house communications vehicles and promotional material.

On May 9, a dramatic 18' x 22' banner announcing the 125th anniversary and National Salvation Army week will be unfurled from the multi-story archway of The Army's Centennial Memorial Temple, next door to the Army's Division Headquarters on heavily trafficked 14th Street. The banner is flanked by encased 3' x 6' posters also promoting the milestone. Similar posters are on display at all other Salvation Army locations throughout the Greater New York area.

Capping the celebration, The Empire State Building's world famous tower lights will be illuminated on May 12 with the Salvation Army colors of red, yellow and blue.

All elements of the program were created by The Cox Group, an original strategic partner of the Kullberg Consulting Group, which celebrated its own modest ten year milestone in 2004.

Complementing the marketing efforts described above, additional anniversary events conducted by the Salvation Army include:
  • A concert by the Army's noted Brass Ensemble at City Hall Park where the Army will receive a Proclamation for its work from the Manhattan Borough President;
  • An Army volunteer, dressed in period costume, accompanying a horse drawn cart, will visit fifteen major locations in New York, passing out donuts commemorating the donuts first given out by the Army during World War I;
  • A variety of open houses at Army facilities, ranging from Chinatown to Times Square to Harlem;
  • A Divisional Commander's luncheon honoring major donors;
  • Widespread broadcast and print media coverage of the milestone celebration.
"This was a wonderful and important celebration of the incredible work The Salvation Army has done and will continue to do," said Gary Kullberg, CEO of the Kullberg Consulting Group. "What they have already accomplished is one thing, but where they're going to meet the ever-increasing needs of this community is the real story," he concluded.

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