CONTACT

WINTER 2004/SHEVAT 5764 VOLUME 6 NUMBER 2 THE JOURNAL OF JEWISH LIFE NETWORK/STEINHARDT FOUNDATION

Marketing Jewish Life contact

WINTER 2004/SHEVAT 5764 VOLUME 6 NUMBER 2 Marketing Jewish Life Eli Valley Editor or the past dozen years, many American Jewish institutions have tai- Erica Coleman Copy Editor lored programming towards that elusive yet abundant breed: the unaf-

Janet Mann filiated Jew. Millions have been spent on new programs that promise to Administration F reach who lie outside the community’s orbit. Unfortunately, we Yakov Wisniewski have often neglected perhaps the most crucial area of focus: innovative mar- Design Director keting of programs and offerings. Instead, many of us have relied on perfunc- tory marketing plans that place the message of outreach and engagement in JEWISH LIFE NETWORK STEINHARDT FOUNDATION the media of the already-affiliated.

Michael H. Steinhardt Chairman Such logic is counter-intuitive. If our target is the unengaged, then by defini-

Rabbi Irving Greenberg tion they exist outside the range of Jewish media. The competition for their President attention is fierce. Like everyone else, Jews in the open society are subject to David Gedzelman seemingly limitless avenues of identity exploration and a whirlwind of infor- Executive Director mation. The deluge of messages and options is equivalent to spam – unless it Jonathan J. Greenberg z”l Founding Director is found to be immediately compelling, it will be deleted. In such an atmos- phere, strategic message creation and placement is crucial for the success and CONTACT is produced and distributed by Jewish Life Network/ vitality of Jewish programs. Steinhardt Foundation, 6 East 39th Street, 10th floor, New York, NY 10016. This issue of Contact explores effective ways to market Jewish life and Jewish Phone: (212) 279-2288 Fax: (212) 279-1155 programs. Since successful marketing hinges on a clear understanding of one’s Email: [email protected] audience, articles in this issue offer strategies on reaching particular bands of Copyright © 2003 by Jewish Life Network/Steinhardt Foundation. the Jewish spectrum. It becomes clear that superior marketing is inexorably tied to the creation and refinement of high-quality programming. As we understand our target audience more thoroughly, it often becomes necessary to fine tune the program itself so that it best meets the audience’s needs.

Jewish Life Network/Steinhardt Foundation We have our work cut out for us. Large segments of the Jewish community is dedicated to strengthening and transforming American Jewry to ensure a currently associate Jewish institutional life with ossified structures and atavis- flourishing, sustainable community in a fully integrated free society. We seek to tic attitudes incompatible with contemporary American life. Ultimately, for revitalize Jewish identity through educa- marketing to succeed, it must be linked not only to enhanced programs, but tional, religious and cultural initiatives that are designed to reach out to all Jews, to a clearer understanding of the spiritual and cultural needs of Jews today. with an emphasis on those who are on the margins of Jewish life.

Photographs in this issue appear courtesy of con- tributors, Photos.com, Jack Pinto and Dave Phouff. Eli Valley

2 CONTACT Tips For Marketing To The Jewishly Unengaged

by PAUL GOLIN

e are all good at tuning out space, or a spiritual transformation, or a commercials or other market- meaningful encounter with welcoming ing noise when we need to, folks, they are often met with tepid con- W but on those rare occasions tent, cliquish social circles, apathy and, Effective when we find something indispensable in the worst cases, hostility. After a few through an ad—a great new camera, a negative “tastes,” it’s difficult to bring marketing and better job, even a significant other— these people back to the community. we’re glad those marketers found a way This might be why today less than half of effective program- to deliver the message into our con- all Jews participate in institutional sciousness. Marketing Jewish programs . Even the best marketing can’t ming both begin to the unengaged requires the same kind save an organization that needs to com- of persistence, innovation and excellent pletely revamp its programming or “cor- with the same step: end product, and it can be just as porate culture.” rewarding for both parties. So where do Luckily, effective marketing and effec- understanding your you begin? tive programming both begin with the same step: understanding your audience. audience.Who are TIP 1 Don’t Promise What Who are you trying to reach? Why are You Can’t Deliver. you trying to reach them? And, what are you trying to reach? The Jewish community has much to you offering? Marketing can help attract offer those searching (actively or other- people to your program, but if you exag- Why are you trying wise) for meaning. However, many gerate, and the participants come away unengaged people have had uneven disappointed, it becomes another nega- to reach them? And, experiences with the organized Jewish tive contact with the community. Even if community. After being promised a safe your program is great, and you engage what are you many unaffiliated Jews in Jewish activity, if you fail to move them into deeper Paul Golin is Assistant Executive Director of the offering? Jewish Outreach Institute and previously served as its engagement with the community (or at Director of Communications and Strategic Planning. least offer some kind of “next step”), it’s Paul can be reached at [email protected]. not successful outreach.

WINTER 2004 3 Go Where The pected locations at little to no cost. For duction to Judaism course by simply TIP 2 People Are. example, when a JOI-sponsored program stating, “all are welcome” may send a At the Jewish Outreach Institute (JOI), in Baltimore wanted to reach Jews in very compelling message to intermarried “outreach” means engaging the unen- their 20s and 30s, they secured permis- families, because the Jewish community gaged where they are, rather than waiting sion to post flyers in the bathrooms of is not demanding that they first self- for them to come to us. One of our popular bars and clubs. It worked identify as intermarried before it will activities is to help institutions move because it found its audience, and it serve them. The label “interfaith” might beyond their own four walls to conduct found them at a time when they may attract fewer participants, since many “Public Space Judaism”—free Jewish life have been particularly receptive to a intermarried families see themselves not programs in malls, bookstores, parks message that suggested there’s something as two faiths but as a Jewish family and movie theaters. The rationale is two- better out there (than drinking in bars). where one parent is simply not “offi- fold: to find people who are not on any- cially” Jewish. Unless a program deals primarily one’s lists, and to offer them Jewish con- TIP Identify and tent in neutral, familiar settings. 3 Lower Barriers. with issues surrounding intermarriage, Even if you are not quite ready to Outreach is about removing barriers to you should ask if there are more wel- move your programming into the public participation. The programs of “Public coming and inclusive phrases that can square, you should still move your mar- Space Judaism” mentioned above be used. JOI consulted with one Jewish address the hesitancy day school in Tucson, Arizona, that many unengaged Jews devised the slogan, “All families raising feel about walking into Jewish children are welcome.” That’s a our institutions. But beautiful and inclusive message. More often than not, the assumption language can be just as These are subtleties, but they are not powerful a barrier as lost on the target audience. Just one any physical space. word can sour an entire message. For is: white Ashkenazi and heterosexual. While Hebrew is an example, the marketing phrase “Keeping integral part of Judaism our children Jewish” sounds defensive, What messages do the images in and has bound our and begs the question, “Keeping from people together across what…or from whom?” Intermarried your marketing materials send to time and continents, families will recognize the implication. If using Hebrew words in the word “keeping” is simply changed to the marketing of your “raising,” the phrase would include potential participants who are Jews program probably won’t intermarried Jewish families rather than help reach unengaged potentially chide them. of color or same-sex parents? Jews. By and large, they While words are important, images don’t speak Hebrew, can have an even greater impact. One and therefore have no thing to keep in mind is assumptions keting there. Unengaged Jews are not idea what takes place at your havdalah about what Jews “look like.” More often reading temple bulletins or buying local program, your kiruv, your learners’ min- than not, the assumption is: white Ashke- federation newspapers. They need to be yan or your beginners’ chavurot. These nazi and heterosexual. What messages do reached through secular venues, includ- terms are red flags signaling to the unaf- the images in your marketing materials ing mainstream media. That might filiated that they don’t have the Jewish send to potential participants who are sound expensive, but it doesn’t have to education they think is necessary to Jews of color or same-sex parents? be. Most local papers have free events access our institutions. It may seem a daunting task to get listings, especially the free city papers Even in English, inclusive language your message out there when it has to that reach younger crowds. takes on greater importance in light of compete with all the noise emanating If possible, develop rapport with local the growth of intermarried households from the giant marketing machine, but it newspeople. Like consumers, reporters and our community’s mixed results in is possible. The tips above are a good will not be easily sold; you need to pro- engaging them. JOI has worked exten- place to start. However, they are just the vide them with real, newsworthy con- sively with this population. One inter- beginning. Sharing “best practices” tent. The best way to do so is through esting trend we’ve noticed is that the among Jewish professionals is another human-interest stories. Is there an indi- programs that attract the most intermar- step, and for that JOI offers a resource vidual or couple greatly aided by your ried participation are those that offer the called JOPLIN: The Jewish Outreach Pro- program? Also, invite reporters to your same to all Jews—for instance, a basic fessionals Log-In Network, online at events. The process might take time, but Jewish education or a fun family event— www.JOI.org/joplin. Through this and one column about your program can be rather than singling out intermarried other venues, we hope to work across worth ten paid advertisements. families for special treatment (even if denominational and institutional lines to Another option is “guerilla advertis- that special treatment is positive). help us all “raise the volume” of our Jew- ing,” placing your message in unex- For example, marketing a free Intro- ish programs to reach the unengaged.

4 CONTACT Marketing New Bridges

here would you Jewish food, perform- hold a party if ances, children’s activities you wanted to and Judaica artists, as W attract 20,000 well as areas for commu- people? Try downtown, nal institutions to dispense along three closed-off literature about their pro- blocks. That’s exactly what grams. It attracts a large, diverse crowd by lowering barriers to participation and bringing Judaism to where the people are. And it tries to “bridge” poten- New Bridges’ marketing, much like its tial newcomers to the street fair, goes where the people are. Jewish community by making connections and both pre- and post-event essential information. The listening to needs. For coverage in the local artwork, while distinctly these reasons, the Walter newspaper, which also co- Jewish, retains a “North- and Elise Haas Fund asked sponsors the event. Even ern California Folksy” feel. Jewish Outreach Institute without that advantage, More importantly, they are to provide programmatic however, New Bridges plastered around town and marketing consultation would attract to help New Bridges people to its happens each year in Palo achieve its outreach goals. program Alto, California, thanks to So how does New through its an innovative outreach ini- Bridges bring in the smart market- tiative called New Bridges masses? The street fair’s ing campaign. to Jewish Community and best marketing comes in For exam- its “Jewish Cultural Street the form of free publicity. ple, the fair is Festival.” The event is newsworthy, called “To The street fair offers and therefore receives Life! A Jewish Cultural Street Festival.” Two important marketing decisions jump right out. Many Jews understand the deeper sig- weeks beforehand in such nificance of the phrase “To places as banks, storefront Life,” but by keeping it in windows and take-out English, it broadens the restaurants. They are even audience to include the reproduced on the back of unengaged who may not a local supermarket’s toast l’chaim as frequently. brown paper bags. And by adding the word New Bridges’ market- “Cultural” after Jewish, it ing, much like its street neutralizes concerns about fair, goes where the people a religious agenda. are. That should be of pri- Posters advertising the mary concern for all out- Festival are clean and sim- reach marketing. ple, and include only — PAUL GOLIN

WINTER 2004 5 There are many possible ways to explain all this to prospective families, but the best marketing campaigns are also multipurpose. A good campaign will not only attract attention from new audiences, but will also motivate and enable people in the community to promote the school by word of mouth. Jewish education is too important to be consistently represented by a smiling kid in a big yarmulke holding a . Yes, that is a tangible and easy image to draw and to use. But it’s such a surface icon for repre- senting what our schools are trying to do. In fact, that type of imagery may actually scare stu- dents away — especially when you are trying to attract kids from unaffiliated homes. In a Jewish school, Judaism is the centerpiece of the organiza- tion’s identity. When planning an ad campaign, it may therefore seem natural to have Judaism take center stage. But that isn’t always the best strategy. It’s a lit- tle bit counterintuitive, but when you’re trying to market a Jewish day school, the most important message to communicate isn’t about Judaism. In terms of adver- tising in particular, you have to assume that you are working with a very limited attention ne of the most significant span. With a Jewish school, peo- challenges when market- ple will guess that Judaism is at ing a Jewish day school is the core of your mission. So take Advertising Ocombating perceptions the opportunity to talk about and preconceived notions. Many other unique aspects of your pro- people imagine that Jewish day gram instead. Celebrating your outside the box: schools cannot offer the same championship basketball team array of opportunities as top- does not detract from the excel- notch independent or public lence of your Talmud program, schools. They don’t realize how but it will get some people to Marketing vibrant, dynamic and exciting take a closer look. Jewish day schools have Last year, our school become. Most day schools now launched an ad campaign called your Jewish offer a multitude of options for “Inspiring Minds.” The goals of competitive sports, comprehen- the campaign were to show the sive arts programs and a host of diversity of our student body extra-curricular choices. For a religiously, geographically and day school Jewish teenager, a day school is educationally, and to highlight the perfect place to discover the range of extra curricular by RABBI DANIEL LEHMANN and ELI GUROCK new passions, develop relation- interests. We created five differ- ships with nurturing faculty and ent ads, each featuring a student form friendships with a diverse posing with an object that rep- group of students who are resented one of his or her spe- Rabbi Daniel Lehmann and Eli Gurock are Headmaster and Director of Admis- excited about learning and cial interests. Each ad also sions, respectively, of Gann Academy — The New Jewish High School of Greater interested in having a fulfilling included an effusive paragraph, Boston. and enjoyable experience. written by the student, that

6 CONTACT Carefully crafted and well-designed materials will not only get new people in the door.They also foster a sense of pride among your constituents. introduced him or her and highlighted cer- members and inspired community leaders appeared in the “Best Private Schools” edi- tain opportunities at our school. — they sell schools. At the school Open tion of Boston Magazine, and we are running Although the concept was simple, proper House and other admissions events, we the “Inspiring Minds” campaign in the pro- execution of these ads was critical. The con- inquired about how families found out gram for the 2003-04 season of the Boston tent was good — clear, compelling and about our school. The vast majority of Symphony Orchestra. Both of these venues informative. But how would we get people to prospective families indicated that it was have an impressive cachet associated with stop and read the ads? The visual effects through word of mouth. Once we discov- them, and we felt very good about connect- needed to be fresh, clean and modern enough ered members of the community were ing our school to these organizations. to grab people’s attention and hold onto it. steering families our way, we immediately At around the same time our ads started Advertising is expensive, and it doesn’t pay to focused our efforts in that direction. appearing around town and in the papers, do it if you aren’t going to do it right. We We made the decision to put the vast we asked members of our community to needed professional help, and we knew it. So majority of our ads where people who likely help us recruit prospective students who we worked with a freelance designer, a writer knew about the school would see them. We otherwise wouldn’t hear about our school. and a professional photographer to get the advertised in the local Jewish papers, and Through newsletters, e-mail lists and other result we needed. Then we did some serious we created posters that we put up in syna- internal communication venues, our stu- thinking about who our audience really was gogues, JCCs, Jewish bookstores and restau- dents, parents and staff were called to action, for this campaign. rants. Why? These ads portrayed the school freshly motivated by “Inspiring Minds” to Before “Inspiring Minds,” we thought as exciting, creative and well-established. reach out and tell someone all about our that we should be marketing directly to the We realized that this was a perfect opportu- school. The community answered our call, unaffiliated and to Jewish families who are nity to sculpt our image — not just for the and the Class of 2007 is 60 percent larger not committed to Jewish day school educa- uninitiated, but for people who already than the previous incoming class. What’s tion. But unaffiliated families don’t usually know and love our school. The “Inspiring more, it includes 30 percent more public and read the Jewish papers and they don’t nec- Minds” campaign created a buzz throughout secular independent school students. essarily shop in the Jewish stores. To reach the Boston community. It motivated and Carefully crafted and well-designed them with our advertisements, we would empowered people to talk about the school materials will not only get new people in have had to place multiple ads in dozens of and gave them a specific vocabulary to use. the door. They also foster a sense of pride community papers and put up posters in People who were already involved with the among your constituents. Successful adver- hundreds of locations. This would have school felt proud to see these ads, and influ- tisements create positive associations taken thousands of dollars and days of ential community leaders gained a new between the way people feel when they look labor. And we would be targeting such a respect for our organization. at your ad and the way they think about small percentage of the general population It was important for community mem- your organization. The vibrancy of Jewish that it would never be worth the invest- bers to see our ads not only in Jewish loca- day school deserves to be promoted in the ment. We decided that we needed a differ- tions, but also in targeted secular areas as best possible way. If we all work to accentu- ent way to approach the unaffiliated. well. We placed ads in two unique, high- ate the innovation, dynamism and creativity Through trial and error, we learned that profile publications that would attract atten- in our schools, our combined efforts will ads alone don’t sell schools. Enthusiastic tion from the Jewish community and the eventually reshape the widespread percep- students, satisfied parents, excited faculty Greater Boston community. One ad tion of Jewish day school education.

WINTER 2004 7 The Unique Challenges of Synagogue Marketing Like many nonprofit organizations, syna- gogues tend to be stretched thin both in human and financial resources. Their audi- ences include active members, inactive mem- bers and unaffiliated individuals and families, across all demographic and lifecycle stages, with different interests, perceptions and biases (both positive and negative) about Jewish communal life. What’s more, a synagogue rarely has a cohesive sense of its personality — or in mar- keting terms, its brand. The person answering the telephone makes a different impression than its program staff and educators. The web site uses a different vocabulary and style than the print newsletter. Flyers, announcements and the occasional ad lack clarity and a uni- fied voice. STAR’s challenge to the Synaplex syna- gogues has been to absorb basic marketing principles, first in the Synaplex Initiative and then in the synagogue as a whole. We began with a more holistic understanding of what marketing is, within the context of furthering the purpose and mission of synagogue life. arketing has been a taboo word in synagogue culture for a long time,” Gather the People... notes Rabbi Jonathan Case. “It’s “Msomething businesses do,” he adds, making the very word sound treyf. Experiments Rabbi Case and his Conservative congre- and gation, Temple Beth-El of Poughkeepsie, New York, have started to break the taboo — but gently. As a participant in the Synaplex Initia- Experiencesin tive of STAR (Synagogues: Transformation and Renewal), Temple Beth-El has begun using the traditional tools of marketing — Synagogue Marketing press releases, print ads, professionally designed brochures and posters, giveaways by RABBI HAYIM HERRING and ROBIN NEIDORF and even a television commercial — to com- municate its values and unique programs to group, and they came out for it. Some of the We then identified three concepts for inte- an ever-widening audience. alternative programs, which focused on a theme grating marketing into synagogue life: A series of press releases executed over of ‘Body and Soul,’ were standing-room-only.” several weeks set the stage for Temple Beth-El The Synaplex Initiative is one of STAR’s Marketing Isn’t Something You to position Synaplex as something new and flagship programs, designed to help syna- Do, It’s Who You Are exciting. Brochures and posters spoke as much gogues create a multitude of authentic, diverse The taboo surrounding marketing arises from a about the needs of the audience as about the Jewish experiences in synagogues on Shabbat. basic misconception. Many nonprofit organiza- details of the program. Synaplex planners and Over the course of a three-year period, eleven tions think of marketing as crass commercial- volunteers shared a consistent message in their synagogues, representing each denomination, ism. In fact, marketing can be better under- personal contacts with members, non-mem- receive grant funding and professional expert- stood as a coherent expression of an bers and representatives of the media. ise to develop, implement, evaluate and sustain organization’s personality, in addition to its The result: an overflowing, exuberant Shab- Shabbat communal experiences that build on opportunities, resources and program offerings. bat celebration, on an otherwise ordinary Satur- and provide alternatives to traditional prayer. At Baron Hirsch Synagogue, an Orthodox day. “It’s never been so full, with the possible A significant portion of STAR’s grant fund- synagogue in Memphis, Tennessee, many pro- exception of the High Holy Days,” says Rabbi ing and support is earmarked for marketing grams already existed prior to the start of the Case. “There was something for every age and communications. But the first hurdle has Synaplex Initiative. But by clustering these been to shift the thinking of synagogue leader- programs in a single package and then devel- Rabbi Hayim Herring, Ph.D., is Executive Director ship about the nature of marketing itself. oping the marketing for Synaplex, Rabbi of STAR (Synagogues: Transformation and Renewal). “We’re definitely raising some eyebrows,” Larry Zierler and his leadership have been Robin Neidorf, STAR’s marketing and communica- says Rabbi Case. “But we’re also seeing the able to identify a unifying concept. They ulti- tions consultant, provides insight, resources and impact. We’re able to reach a whole new audi- mately chose “A meaningful Jewish journey.” training for the Synaplex synagogues. She can be ence we never reached before.” According to Rabbi Zierler, “Synaplex has reached at www.electric-muse.com.

8 CONTACT Why Emphasize Marketing? hen STAR designed its Synaplex Initiative, it built marketing into W the program. Each of the eleven Synaplex synagogues must spend $10,000 on marketing per year for three years. STAR provides half that amount, and the synagogue must secure the other half. Through group and one-on-one meetings with Synaplex synagogues, STAR staff and consultants provide education on WHAT ARE YOU SEEKING? such topics as: • Synagogue SWOT — Strengths, Weaknesses, Opportunities and Threats • Building a marketing plan that is achievable and effective • Identifying and understanding target markets • Writing a press release, and getting given us the context for making this idea a real- “We’re looking at alternative papers; we’re creat- it in front of the right people ity and for communicating the value of it to ing partnerships to draw people in; I had a mem- • Cultivating media contacts members and the community.” ber come to me with the idea of creating an • Incorporating web-based communica- introductory Synaplex multimedia CD we can tions as an integrated component of It’s Not About You, It’s About Them. give to all our families and to others who want to marketing The most fulfilling synagogue experiences will know about the program. We have plans for con- The very nature of the Synaplex Initiative not succeed unless potential synagogue-goers sumer items, like bumper stickers and magnets presents additional challenges. Most know of their existence. With limited budgets, — things that people use and handle and see all synagogues concentrate their Shabbat synagogues need to use creative, targeted mar- the time that will keep Synaplex in their minds.” experiences in the realm of prayer (tefi- keting materials. lah). Synaplex enables congregations to Most of the marketing education STAR has Creating and Sustaining Relationships create more participatory communities provided to the Synaplex synagogues can be If a marketing campaign pulls in 500 people by offering Jewish experiences in the summed up in a sentence: It’s not about you, it’s who never want to return, it is not successful. realms of social and cultural gatherings about them. All effective marketing focuses on Ultimately, the purpose of Synaplex is not (kenesset) and learning (midrash) in the audience — the needs, desires, fears and merely to put people in synagogues but to build addition to prayer. Synaplex, with its wants of the member or seeker. and sustain relationships that enrich synagogue multi-faceted programs and activities, Audiences vary by geographic location, life and the Shabbat experience. mirrors the diversity of the American stage of life, generation, spiritual direction, edu- Choice of language can be critical. Rabbi Jewish community. cation level and all the other factors that make Shira Milgrom of Congregation Kol Ami, a them unique. A synagogue marketing program Reform synagogue in White Plains, New York, STAR has developed a detailed brochure, needs to speak the language of these audiences notes, “By structuring a program of Jewish a display poster and a ticket book that (sometimes literally, as in the case of Russian or music featuring presentation rather than partici- Synaplex synagogues can customize to Israeli audiences), achieve press coverage in the pation and a dinner that we called ‘candles and promote their particular offerings. Many publications they are reading, emphasize quiet conversation’ [subtext: no little kids run- of these materials can be found on aspects of synagogue life that matter to these ning around], we were able to bring back a www.starsynagogue.org. individuals, and to do all of this while maintain- large group of our founding members.” Since most Synaplex programs were ing the synagogue’s own brand integrity. Significantly, Synaplex synagogues report launched around the High Holy Days, it is The practicalities of audience factor into that advertising — everyone’s first thought when too early to draw definitive conclusions Synaplex marketing in many ways. Rabbi Zierler it comes to marketing — is not nearly as effec- about the impact of marketing. Still, pre- came to Memphis in the summer of 2003, fol- tive as more hands-on (and lower-cost) forms of liminary observations suggest: lowing many years in Cleveland. In discussing marketing. Word-of-mouth, partnerships with • Synagogue participation increases Baron Hirsch’s overall Synaplex marketing, he other organizations and program delivery can with robust, professional marketing comments on the differences between the two help create an overall “branded” experience that efforts. cities. “Memphis is a smaller community, and a is satisfying to both synagogue and seeker. • Synagogues can and should call upon highly affiliated community,” he notes. “We “This is now a key area where we’re focus- members who are marketing experts don’t have the breadth of possibilities in terms of ing attention,” says Rabbi Case. “We opened to help design and execute their mar- marketing outlets or partnerships that I had pre- with a splash, but now we have to sustain the keting plans. viously. We have a local Jewish paper; we have energy. Now, our marketing focus is: how do we to use it as a marketing vehicle, or we simply keep communicating, keep working with our • Successful marketing creates “buzz” won’t have credibility with our audience here. members to expand our offerings, keep reaching in the community, and further draws “At the same time,” Rabbi Zierler continues, out in new ways.” participants.

WINTER 2004 9 he Jewish marketing discipline differs strategies that product marketing does not— The Macro Issue of Marketing vastly from marketing Coca Cola, an intense amount of community collabora- We dabble in marketing. We keep testing the Apple Computers or The Matrix. It also tion and community organizing. Collabora- waters with one toe, fearful of total immer- T differs in many ways from the market- tion means that fundraising, programming sion. We engage marketing on a temporary ing of other non-profit causes — because it’s and advocacy plans must be wrapped around project basis, rather than on a consistent about Jewish life. In their unique way, the marketing plans like two strands of DNA. basis with a serious budget from year to year. Community professional and lay As a result of dabbling, we have, at best, dab- leaders should no longer be work- bling results. ing without marketers and a pro- Why are we not allocating the appropri- Marketing fessional marketing strategy. ate budgets? Why are we not making mar- Community organizing must keting the central topic of conferences and the also become a strategy of market- General Assemblies? Why are we not train- Jewish ing. Marketers must work with pro- ing our professionals in a serious, ongoing fessionals and lay activists to iden- manner? Why are we not funding serious tify thought-leaders within either marketing research and evaluation? professional, social or interest It is time to un-dabble and get serious. groups. These leaders — be they Our society is changing. Without power- Future , business leaders, authors, ful, intelligent and creative marketing, our by GARY WEXLER rock stars, or simply the most pop- community will have little hope of flourishing. ular mother among the parents in How do we un-dabble and begin to pur- Jewish people push overstuffed baskets of the day school — must be cultivated. Their sue this necessity in earnest? By moving marketing challenges, with issues and sensi- involvement is more important than any beyond the small ideas and investigating the tivities spilling over the sides. brochure or ad we can produce. big idea. Today, millions of dollars are spent on We need to challenge the status quo by marketing Jewish issues, causes and pro- Jewish marketing must speak considering the creation of a worldwide Jew- grams. Much of that money is being wasted. to the Jewish soul. ish marketing institute. Such an institute Few know how to use marketing in the Jew- Marketing for Jewish life has to speak soul to would manifest a new era in Jewish life. It ish world to produce results. soul, from the soul of the Jewish community to would be a creative center generating ideas, Jewish marketing is both an intellectual the Jewish soul of the individual. strategies and images. It would and a spiritual challenge. Our future depends This means that the marketing As committed be the center for the creation of upon us doing it right. As committed Jews, we messages cannot dance on the sur- Jewish marketing, marketing must become sophisticated, savvy marketers, face. Jews make decisions in Jewish Jews, we must research and marketing training. building a body of marketing thought, practice life from the depth of their souls, become It would have an Israeli compo- and knowledge specific for our community. more than from their intellect. nent for the marketing of Israel There are multiple nuances to understand Marketing from the soul does not sophisticated, to both the Jewish world and the when applying marketing to the Jewish world. mean haimish marketing images. world at large. The marketing Synagogues and many other Jewish savvy mark- institute would signal to every- Jewish marketing has very institutions believe that if they eters, building one a new phase in Jewish life. specific goals. project haimish, they have accom- This institute would be A brochure is not a goal. Neither is an ad, a plished their mission. Haimish a body of responsible for exploring a mas- video, a direct mail piece or a public rela- images and Yiddish phrases in mar- sive, trans-organizational Jewish tions story that reaches all the wrong audi- keting are killing us as a commu- marketing awareness campaign. It would ences. Marketing to help produce fundraising nity. They prevent us from creating thought, not be easy. But we have to results is a goal. Marketing to help find either images that speak broadly, power- move beyond the communal students, participants in events, or members fully, with diversity and profession- practice paralysis we suffer at the hands for a Jewish institution is a goal. Marketing alism, cultivating the perception of of our own crippling criticism. to help advocate a position in order to a dynamic, sophisticated, relevant and know- By creating a Jewish awareness change community opinion is a goal. How Jewish world. Haimish does not ledge specific campaign, in very public spaces, you reach these goals through marketing speak to a new generation. In fact, we would reach Jews who are becomes your marketing plan. Unfortunately, it turns them off. for our not affiliated with our syna- most Jewish organizations become so con- community. gogues and communal organiza- sumed by the strategies and tactics that they Jewish marketing must tions. If it is carried out expertly, lose sight of their goals — if they ever recog- involve process. consistently and with ongoing nized them in the first place. The Jewish world is built on organizational commitment, such a campaign would create process, involving the interaction and deci- a framework of awareness that would help all Jewish marketing must involve sion-making of professionals and lay people. Jewish organizations. collaboration and community There must be a process to educate the organ- Marketing for the Jewish world will pro- organizing. ization as to what Jewish marketing is and duce an additional outcome, perhaps the For marketing expenditures to produce what their marketing issues are. There must most important one. It will force us to look results in Jewish life, the plans must call for be a workable approval process while the at our Jewish offerings and determine if they marketing is in creation. And there must be are really good enough for us to spend the Gary Wexler is the owner of Passion Marketing for an ongoing training and evaluation process money on marketing. Marketing will push us Issues and Causes, which works with some of the when the marketing finally begins to be to be better, to be excellent. After all, if our largest Jewish foundations and organizations in the implemented. Marketing, when done well, offerings are not superlative, then no matter U.S., Canada and Israel. He is currently completing will create a process of organizational change, how much money we spend on marketing, a book on Passion Marketing. which occurs over several years. we will have very few takers.

10 CONTACT Women participate in Jewish life much more readily than men, yet Male/FemaleMarketing: men lead in far greater numbers. The Challenges to the The statistics are stunning — and should be a cause for communal JewishCommunity

soul-searching and action. BY SALLY GOTTESMAN

f the Jewish community hopes to realize way to address the imbalance. According Marketing to Advance Girls’ its potential, it must address two crucial to marketing management expert Philip and Women’s Leadership questions: “How do we get more boys and Kotler, “Social marketing differs from In the past five years, target-marketed edu- I men to be participants in the commu- other areas of marketing only with respect cational programs and communication nity?” and “How do we get more girls and to the objectives of the marketer and his strategies have been tested to advance women to be leaders in the community?” or her organization. Social marketing seeks women leaders. The dilemma is easy to state, harder to to influence social behaviors not to benefit Bat-mitzvah aged girls, no matter their solve. Women participate in Jewish life the marketer but to benefit the target audi- denomination or socio-economic class, find much more readily than men, yet men lead ence and the general society.” (Strategic it a challenge to maintain self-esteem, a in far greater numbers. The statistics are Marketing for Nonprofit Organizations, critical component of leadership. This phe- stunning (see page 12). They should be a Prentice Hall, 1991) nomenon, widely acknowledged in the sec- cause for communal soul-searching and The Jewish community is engaged in ular community, went largely unaddressed action. large-scale social marketing. Like good mar- in the Jewish community until the develop- “Social marketing” provides one path- keters, we need to address our customers’ ment of Kolot’s Rosh Hodesh: It’s a Girl needs. We must put aside denial, inertia Thing! — a monthly program designed to Sally Gottesman is a consultant to not for profit and excuses and take on the challenge of foster self-esteem, develop leadership and organizations in New York City. She can be reached nurturing a vibrant community with equal strengthen Jewish identity in girls. at [email protected]. participation and equal leadership. Kolot’s Rosh Hodesh: It’s a Girl Thing!

WINTER 2004 11 concern than girls and their parents American Jewish INVOLVEMENT American Jewish LEADERSHIP about the sports facilities. “My son won’t attend a camp where they play • Over 65 percent of the participants • Not a single woman serves as the chief softball rather than baseball” is a com- in Jewish youth groups are girls. executive at the top 20 Federations. mon sentiment and an accurate descrip- • Interfaith marriage is lower for • Men occupy the premier executive tion of the reality. Thus, Jewish camps women than men. leadership roles in every national and schools could market to boys if Jewish organization addressing they improved their sports programs. • Being Jewish is “very important” renaissance and renewal. in the lives of 60 percent of Jewish • Create and market short-term opportunities women and 40 percent of Jewish • The rabbinical schools, rabbinical to participate. “Mitzvah days” for boys, or men. organizations, and synagogue umbrellas for fathers and sons, was suggested on the of each denomination are all run by men. basis of two ideas: first, that teenage boys respond to those tasks that provide them a direct reward; second, that boys and men successfully employs two social marketing and politicians— each of whom overcame say they are interested in social justice strategies. First, the program’s image and barriers to transform a community. JWA issues. Thus, a day in which a room is value are positioned so that the customer achieved an extraordinary level of market painted or a park is cleaned provides an understands and appreciates what the pro- penetration: 4,000 schools, JCCs, Hillels, immediate reward and a social action gram stands for. As Deborah Meyer, Kolot’s Federations and synagogues have used the experience. “Mitzvah days” or “JCC Managing Director, explains, “The program posters, and, in many cases, also used the Works Days” and other short-term proj- name clearly says to girls: You are who we educational materials that accompanied ects that fulfill these objectives and are care about as people and as Jews, and Rosh them. JWA not only influenced the class- sponsored by the Jewish community — Hodesh is a gift from the Jewish commu- room, but diversified the image of Jewish such as father-son weekends offered by nity to you.” The name gives girls owner- role models for hundreds of thousands of Olin-Sang-Ruby Union Institute, as well as ship of the program, letting them say to the people who walk through these institutions. by other Jewish camps and JCCs — may Jewish community, “this is ours!” be effective techniques to facilitate boys’ A second key factor in the success of the Marketing to Address Boys’ and men’s participation. program was the careful market research and Men’s Participation • Put secular activities into Jewish institu- and educational testing that informed its What about boys and men? Ironically, but tions. Many boys and men are looking design. Research shows that Jewish youth perhaps not surprisingly, this is one of the for participatory experiences, but these programs succeed if they consider develop- most common questions asked of people activities may be wholly secular in mental differences among adolescents of dif- involved in marketing Kolot’s Rosh Hodesh: nature until a Jewish institution offers ferent age groups and involve adolescents in It’s a Girl Thing! and JWA’s “Women of them. An example is a group for single planning and decision-making. Valor” posters. Unfortunately, those asking men to discuss relationship issues at a And it works. In 2003, the second year the questions are generally not inquiring synagogue. Led by a rabbi/therapist, this of national program replication, there were about how to address the different needs of group discusses a secular topic, but it 80 groups nationwide. Program sites range the Jewish community in relation to boys also allows for a Jewish exploration of from Orthodox synagogues to non-denomi- and men. In the case of boys and men, the this issue. Another example is Boy Scout national, Russian speaking JCCs. Kolot has issue is not years of exclusion from leader- troops. While some synagogues sponsor been able to interest girls in the program by ship, but rather the new phenomenon of scout troops so that Shabbat-observant leveraging the reasons adolescents partici- waning identification and participation. children can participate, Boy Scout activ- pate in Jewish-sponsored activities, such as Kolot, which develops provocative new ities can also be an opportunity to build providing opportunities to hang out with ways to engage women and men in Jewish community around something friends, helping youth to meet new people Judaism, is at the beginning of a process to boys may already be inclined to do. Boy and helping participants to feel welcome. address this question in a systematic way. Scouts might be more appealing than Turning those girls into leaders requires Until now, no one has named the issue as Jewish youth groups, which are more another kind of marketing savvy: enabling an overarching one. Indeed, most organiza- religious or ideologically particular, or them to picture themselves in the roles. Role tions thought about the lack of boys’ and not as focused on camping and sports. models are the key to leadership develop- men’s participation as their particular prob- ment, yet when one strolls the halls of most lem to solve — or ignore — on their own, Philip Kotler has written, “[Social mar- Jewish institutions, there are many pictures rather than one the Jewish community keters] deal with sensitive, hard-to-research of “dead white men” but a dearth of images might address as an overall phenomenon. issues, invisible benefits or benefits to third of women. Thus, girls as well as boys believe In addition to the traditional syna- parties that are difficult to portray and that they have few women to emulate. The Jew- gogue-based brotherhoods, here are a few are supposed to lead to long-term change.” ish Women’s Archive (JWA), in association techniques that have helped encourage (Strategic Marketing for Nonprofit Organiza- with Ma’yan, undertook a low-cost commu- boys and men to participate: tions, Prentice Hall, 1991) It would be to nications strategy to address this situation. the Jewish community’s benefit — and to Every year for five years, JWA designed • Improve the quality of sports at camps the benefit of individual Jewish boys and and distributed three “Women of Valor” and schools. Jewish girls and boys par- girls, women and men — if we take this posters, which they suggested be framed ticipate in almost equal percentages in challenge and work to change the image and hung on the walls. The colorful posters sports and athletics. Nevertheless, when and reality of what both women and men featured the stories of a total of sixteen looking at a Jewish camp or school, can contribute —by leading and participat- women—athletes, entrepreneurs, scientists, boys and their parents express greater ing — in the Jewish community.

12 CONTACT hey hang out at their cribs, where they IM with their dawgs. The They dress in phat clothes and lots of bling bling. They think Ludacris is off the hook. They think you are wack if you are Tnot down with Ali G. Who are these people? They are the future of the Jewish community. And while they don’t necessarily talk about cribs and bling bling on a daily basis, they know a lot more about MTV, ESPN and the NBA than they do about the JCC, UJA and the UAHC. To say that the melting pot of America has accepted Jews would be an understatement. The current generation of 18- to 30-year-old Jews enjoys access to employment, education, social status and celebrity that their ancestors could never imagine as they fled deteri- orating conditions in Europe. Regardless of the intermarriage rate, which seems to vary depending on the survey, the fact that non-Jews are marrying Jews at all speaks to the premium most Americans have placed on tolerance, understanding and multiculturalism. Today, young Jews behave much like their non-Jewish peers. Everything You Reaching out to them calls for the same techniques used to reach the larger cohort of twenty somethings, which means Jewish organizations must compete with multiple companies that have Want to Know enormous marketing budgets and who are selling everything from cell phones to sneakers, credit cards and cars. You know, things that young people want. So how do we market Jewish offerings to About Reaching this age group? You can’t sell sand to a camel Young Adults Any company will tell you that no matter how good the marketing may be, a product must be perceived as something the consumer wants or needs. I would argue that most by DEBORAH MOHILE young adults feel that they neither want nor need much in the way of Judaism at this point in their lives. This presents a challenge for Jewish organizations to convince young adults that they need or want Judaism. Unfortunately, most of the Jewish commu- nity has missed the boat. At a time when young adults are learning about life, love, jobs, school and their talents all on their own, Judaism is rarely packaged as some- thing to experience, learn and grow in as an adult. For some, the Judaism of their past may be Sunday school, Hebrew lessons, youth group conventions or Passover seders at home. The Judaism of their parents may include Hadassah meetings, Temple brother- hood or going to Purim carnivals with the kids. Many may have even fewer connections to the Jewish people. Only a handful of Jewish organizations and philanthropists have made this age group a priority. Too old for youth groups and too young to give money, this sandwich gen- eration may have no interest in donating any future earnings to a community they have thinner ties with every year. So the need to reach this audience is an existential one for organizations that wish to maintain or grow their memberships. Times have changed; the standard offerings of poached salmon dinners and shabbatonim The “First Time” campaign is one example of diverse marketing may not work with young adults. efforts by Hillel: The Foundation for Jewish Campus Life for birthright israel trips. Deborah Mohile is Director of Communications for birthright israel.

WINTER 2004 13 In order to reach young Depending upon the com- BRAND AWARENESS AND PEER-TO-PEER munity, successful programs MARKETING: even the most consumed adults, you must speak their can range from community products in the world continue to run service to networking events; advertisements at a staggering rate. For language, go where they are from beginners’ classes on Jew- non-profits, brand awareness means keep- ish holidays to Jewish views on ing positive word of mouth alive, getting and give them (or convince sexuality, dating and marriage; good coverage in local papers and perhaps and from outdoor activities to even having a local ‘poster child’ (of the them of) what they want. Jewish film screenings or art same demographic you are trying to exhibitions. Partner with local reach) who will take charge of circulating bars, coffee houses, book positive emails, phone calls and internet stores, art galleries, movie the- postings about your organization. aters, pool halls and other loca- ALTERNATIVE MEDIA: if and when you tions that are appealing venues resort to paid advertisements, be sensitive in order to present Jewish cul- to the fact that most young adults are not ture in a variety of settings. reading their parents’ newspapers. Seek out Always allow non-members student papers, alternative/urban weeklies and other guests to attend, and and youth oriented press. Many youth mar- always give the option of just keting firms have postal and email address showing up for those who don’t databases that can be segmented into sev- RSVP in advance — the best eral different categories, including age, gen- problem you should have is an der, religion, location and university. These overflowing room! Encourage a lists can be purchased for one-time mailings more personal touch: ask (postal or email) as well as for longer terms. young leaders to adopt new- In addition, online and email advertising comers by following up with can be more specific, better tracked and less phone calls and invitations to expensive. In all cases, be specific about the other events. Above all, include audience you are trying to reach. time in your programs for socializing, one of the main AGE APPROPRIATE MATERIALS: humor, motivators for this age group. bright colors, smiling faces and a fresh With a few lessons from design will test best with this age group. the private sector, Hillel, Hire a young designer, preferably as young birthright israel, Aish HaTorah as your audience, and pick a color scheme, and New York City’s Makor font, look and logo that you will adhere to have all made inroads with throughout your marketing campaign. this crowd with tailored pro- Don’t try to do too much on any one piece; grams and targeted marketing. convey only one message or call to action Birthright israel used the “circumcision” advertise- unless you are creating a brochure. Again, ment in Rolling Stone magazine during the The cheat sheet test a draft of your materials before print- birthright launch in 1999. The condom campaign was devised by Eddie Cohen and Netta Ritter, two Assuming that your organiza- ing so that adjustments can be made. students at the University of California San Diego. tion has surmounted the issue Gauge your community and decide if you of what you are offering, mar- can get away with a two-color flyer or, if keting that program is your you have to compete with lots of slick next hurdle. If you or your mar- advertisements, if you should pool your keting professional cannot resources on a four-color poster that can be translate the opening of this printed in large quantities to save money. essay, you may want to consider In order to reach young adults, you bringing in reinforcements. As must speak their language, go where with secular non-profits, Jewish they are and give them (or convince non-profits may need to start them of) what they want. Birthright operating like private compa- israel has made huge leaps forward with nies in certain ways. this age group by offering a quality, age- appropriate product, perpetuating posi- MARKET RESEARCH: either for- tive word-of-mouth and utilizing tar- mal or informal focus groups geted, peer-led marketing. With some with a sample of your target planning, testing and human resources, audience can save money in your organization can reach further into the long run if your program this cohort and help secure a vibrant or marketing ideas need Jewish future in North America. adjustment.

14 CONTACT keting primarily as some shopping for them. Imagine if you a method of build- invited this family and all visiting relatives Digging Deep ing relationships to celebrate the birth of their child with and cultivating your congregation (yes, on the bima) — and community. never discuss membership with them. What & Reaching Out When new par- a difference that would make in their view ents first receive a of what being Jewish is all about! basket or a packet We must not let our preoccupations with Marketing of information, does increasing membership and serving only our it tell them about members hinder us from reaching out to new Jewish Community products and pro- parents at the most opportune time and with- grams from which out hidden agendas. Too often, programs for to New Parents they can choose, or new parents and their children are viewed as does it offer them money-makers or membership enticements, by BILL ROBINSON an opportunity to not as valuable in their own right. Moreover, belong? Does it what if clergy regularly stopped by the Jewish he fabric of Jewish parenting has been resemble the typical container of small parents of a newborn regardless of member- completely transformed over the last goodies and coupons? Or does it tell the ship? This would be an incredibly uplifting two generations. While families consist- receiver that we care enough about you as a and rejuvenating change not only for the par- Ting of two working parents have fellow Jew that we are digging deep into our ents but for the clergy — instead of sharing become the norm, the mutual support net- pockets to assist you (for example, with free mainly grief and sadness, they would be shar- work of the extended family has frayed. In classes on Jewish parenting)? Wouldn’t it be ing the joy of new life every week. addition, new parents, who generally did not amazing if the first thing parents receive By offering a substantial Newborn Gift, watch their cousins or their parents’ younger from the Jewish community is not a request by calling and visiting at the hospital, by siblings raise children, have grown up with a for funds, but a substantial lack of Jewish parenting knowledge. voucher toward a Jewish Within this changed landscape, entering early childhood program into parenthood has become arguably the or a down payment on a most transformative time of a person’s life. future trip to Israel — to When a couple approaches the birth of their use Michael Steinhardt's child, questions of religious identity and language, a Newborn Gift? practice may be raised for the first time. Will This would create an we have a religious ceremony to welcome entirely different relation- our new baby into the community? What ship between new parents type of learning opportunities will we give and the community. our child, from the Jewish stories we tell her When we invite new to the pre-school she attends? How will we parents to come and see celebrate Shabbat and the holidays? our programs, how much New parents are clamoring for services thinking and preparation and information. Typically, they turn to pro- actually goes into crafting fessional child care services while they are at that experience? We must work. Instead of turning to their parents for begin by asking what new advice, more often they seek help from par- parents and their children see, hear and feel bringing over food and inviting new parents enting classes offered by hospitals or they sit when they walk into our JCCs, congregations to celebrate in our congregations, we weave down with mugs of coffee and a stack of and early childhood programs. Is there some- a web of meaningful interactions that will books at Barnes & Noble. Yet, they search one to greet them whose primary responsibil- bind new parents to Jewish life as valued with uncertainty, not knowing exactly what ity is to make them feel at home and answer members of our community. This involves they want for their children and themselves. their questions? Is the entry space a comfort- moving from an institutional culture of ask- Moreover, many parents are exploring not able, inviting and Jewishly rich place for par- ing to one of giving, from a focus on grief to only ways to raise their children, but also ents and their children to observe, chat and an emphasis on joy, from selling programs to ways to nurture a Jewish identity. Instead of play for a couple of hours? We must learn hosting others in our homes, and from letting them walk alone into hospitals and from Starbucks and Barnes & Noble that it is working as professionals to acting as family. Barnes & Noble bookstores, we should use not really about coffee and books, and thus Of course, we will continue to market this opportunity to walk with them along not about yoga or birthing information. It is our information and services (books and the path to a rich and meaningful Jewish about creating Jewish public spaces where coffee), but we will also offer family rela- communal life. new parents will want to congregate. tions, welcoming homes and a sense of During this precious period, we cannot The basket or visit is just an opening to shared destiny. This, after all, is the purpose focus our marketing on advertising and free a deeper relationship that brings the Jewish of marketing Jewish offerings. By using these sample offerings with the primary goal of community into new parents’ homes, and strategies to reposition the Jewish commu- increasing program attendance or institu- new parents into the homes of the commu- nity, we will attract more new parents to our tional membership. We need to view mar- nity. learned this lesson long ago. programs and institutions. Just as important, Imagine a community where for every new- we will also help them to develop deep Bill Robinson is Program Officer for Education at born child, someone brought over food to attachments to Judaism that will make them Jewish Life Network/Steinhardt Foundation. that family’s home and then offered to do customers for life. WINTER 2004 15 Non-Profit Org. Jewish Life Network/ U.S. Postage Steinhardt Foundation Paid 6 East 39th Street Rockville, MD 10th floor Permit No. 800 New York, NY 10016

uckily, effective marketing and effective programming both begin with the same step: understanding your audience. Who are you trying to reach? Why are you trying to reach them? And, what are you offering? Marketing can help attract people to your program, but if you exaggerate, and the participants come away disappointed, it becomes another negative contact with the community. Even if your program is great, and you engage many unaffiliated Jews in Jewish activity, if you fail to move them into deeper engagement with the community (or at least offer some kind of “next step”), it’s not

successful outreach. PAUL GOLIN