Strategies to Capture Your Primary Jewish
Target Market in a Competitive
Environment
Presented by:
Faith Ott, President
Malissa Illiano, MBA, Director of Market Research
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
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
Doing Your Research:
Consumer Research
• Demographic data
• Services needs and
preferences
• Evolving attitudes
• Areas of opportunity in
your market
Doing Your Research: Consumer Surveys
• Surveys are a great tool!
• Increase awareness while
gaining valuable feedback
• Can be mailed or emailed – and
accessed through your website
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
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?
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?
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
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
Strategies that Work: Digital Marketing
• Focus on increasing the reach and
visibility of your organization to the
Jewish population
First Think About Your Website
• Visual design and brand
• Structural elements to increase
conversion
•
•
•
•
Newsletter sign-ups
Event registrations
Downloadable collaterals
Requests for information
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
Key Components of
Digital Marketing
• Email Marketing
• Eblasts for event invites,
newsletters, etc.
• Lists can be purchased
• Use an opt-in option on your
website to help build your email
database
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
The New Word-of-Mouth
• Word-of-mouth is now instantaneous and magnified in our
“shareable” e-world
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!
Strategies That Work: Public Relations
• Share your stories!
• Position yourself as the
Jewish resource in the
market
• Partner with constituencies
for a stronger message
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
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
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
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
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!
Thank You!
www.sageagestrategies.com