Strategies to Capture Your Primary Jewish Target Market in a Competitive Environment

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1 Strategies to Capture Your Primary Jewish Target Market in a Competitive Environment Presented by: Faith Ott, President Malissa Illiano, MBA, Director of Market Research

2 Is Your Jewish Market Share Shrinking? Your Jewish market is not going away They re choosing your competition! COMPETE for their business Figure out why they aren t considering you Develop a plan on how to target them

3 Doing Your Research Know your competitors and what they offer Understand their benefits and approach to sales, not just their rates Hire mystery shoppers to get a more true picture Compile a SWOT Analysis and include an honest assessment of your community

4 Doing Your Research: Consumer Research Demographic data Services needs and preferences Evolving attitudes Areas of opportunity in your market

5 Doing Your Research: Consumer Surveys Surveys are a great tool! Increase awareness while gaining valuable feedback Can be mailed or ed and accessed through your website

6 Rethinking Your Approach: Where the Rubber Hits the Road No more waiting for them to come to you Need to pro-actively and aggressively reach out to them! Rethink all aspects of marketing to capture this group

7 Assessing Your Brand & Messaging What does your brand stand for? Do you have a clear brand message and essence? What do your customers think of when they hear your name?

8 Assessing Your Brand & Messaging Are you aware of and responsive to the Jewish market s current and evolving needs and preferences? What are their key issues? How do they view you relative to your competition?

9 Assessing Your Brand & Messaging Develop a consistent message and communications plan Make sure your message and image is clear and succinct for everyone! Team members Board Residents and families Potential customers Donors Referral sources Jewish community at large

10 Strategies that Work: Targeted Marketing Consider your message for all forms of communication and marketing Speak directly to each audience! Jewish seniors Adult children Key referral sources Donors

11 Strategies that Work: Digital Marketing Focus on increasing the reach and visibility of your organization to the Jewish population

12 First Think About Your Website Visual design and brand Structural elements to increase conversion Newsletter sign-ups Event registrations Downloadable collaterals Requests for information

13 Key Components of Digital Marketing Blogging THE most important first step to social media marketing Developed within your website for best optimization Regularly blog about Jewish-focused topics Know what your target is searching for and blog about those topics

14 Key Components of Digital Marketing Marketing Eblasts for event invites, newsletters, etc. Lists can be purchased Use an opt-in option on your website to help build your database

15 Key Components of Digital Marketing Social Media Marketing Can be synced to your blog to eliminate the need for multiple posts, etc. Create a YouTube Channel and upload all videos, linked out from your website Ensure that a staff member is regularly monitoring activity on your social media sites

16 The New Word-of-Mouth Word-of-mouth is now instantaneous and magnified in our shareable e-world

17 Strategies that Work: Outreach Efforts Market to your constituencies Include them on targeted marketing efforts Connect with them digitally Find ways to work together so you both benefit!

18 Strategies That Work: Public Relations Share your stories! Position yourself as the Jewish resource in the market Partner with constituencies for a stronger message

19 Case Study: Strategic Repositioning for Growth Jewish Home Life Communities Formerly the William Breman Jewish Home The William Breman Jewish Home Aviv Rehabilitation Center The Cohen Home The Zaban Tower The One Group, LLC Weinstein Hospice Meyer Balser NORC Berman Commons

20 Case Study: Strategy & Approach Jewish Home Life Communities Evaluation of marketing, advertising and lead generation efforts Market position and messaging evaluation Website and online marketing assessment Competitor analysis via in-market mystery shops Development of strategic brand enhancement strategy and plan

21 Case Study: Rebranding for Strategic Growth Jewish Association on Aging Pittsburgh-based Jewish elder care organization Continuum of care offering services for seniors Hospice and palliative care Adult Day services Home health services Residential services Outpatient rehabilitation Kosher meals on wheels Alzheimer s and dementia care Skilled nursing and rehabilitation Recognized their organization needed a brand that would better position them for future growth and better represent their broader scope of services

22 Case Study: Strategy & Approach Jewish Association on Aging Brand awareness survey Assessment of current brand Strategy planning session with brand committee Development of new brand and positioning recommendations Development of strategic brand implementation plan Development of strategic business growth plan

23 Your Future Growth is in Your Hands Do your research Rethink your approach Assess your brand and messaging Develop a targeted marketing plan Enhance your website Develop a digital marketing strategy Revive your outreach efforts Tell your story And most importantly integrate all efforts and have a committed focus!

24 Thank You!