Wornick Marketing Tactics
Tactic
Define elevator pitch and talking points for parents
to communicate
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Includes training for how to share message with
others – “Word of mouth training”
Include what makes us different
Need to think about how message delivered by
teachers, parents and Jewish communal leaders.
(Same message or slightly different?)
Articulate non-Jewish benefits of a Jewish education
e.g. values and language (See Joelle’s blog on
PEJE.org on “Thrivalism”)
Idea – use recorded interviews as mini “TED Talk”
Building off the “Only Wornick” theme
Messaging Roll out Brainstorm Ideas
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Parent Education Programs
Video: Contest get Wornick students to talk to talk
about experience that reinforce key messages.
Perhaps set up booth at school?
Video: Get Wornick parents to talk about school and
reinforce key message
Create video - Play at first day of school with minitraining
Ongoing community key messaging roll out TBD
Idea for bball hats for 2014
Owner
Judy Thalheimer*
Lisa Rosner
Barbara
Lindsay
Shawn
Status Feb 27, 2013
 May ’12 - Competitive School Audit – key finding
many of the key messages are redundant and cliché
 May ’12 - Conduct and record interviews with 5-10
prospective parents and 5-10 Wornick families to
understand needs and priorities – June complete
 July-Oct ’12 – Analysis and Writing
 Nov ‘12 – Pilot Preliminary Pitch (3-5 most compelling
and set us apart)
 Jan ‘13 –Finalize messaging and top 3 points
COMPLETE!
Roxanne Cohen?
Dahlia Zatlin?
Elinoar Almigoar
Noah Cohen
Lindsay Kopecky
Raziel Ungar
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1. Recruit parent volunteer to drive roll out. (Barbara to
talk to Roxanne Cohen for champion; consider Dahlia
Zatlin as well)
2. Finalize 3x5 card and roll out to parents. Lily spoke to
Elinoar Almigoar who has agree to design the cards!
Good work Lily!
3. Create vCard with top 3 messages to serve a
reminder/reference for parents – Mike to create
vCard and Roxanne to create email and mini-training
video to Marketo
4. Barbara will talk to Noah to describe project and ask
him to lead video portion
5. Lindsay will research and provide parent names to
Noah
Wornick Marketing Tactics
Feast Your Mind Marketing Campaign
 Social Media
 Marketo
 Phone calls
 Mailers
Lindsay*
Mike B
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Event is sold out - 160 attendees; 27(17%) are “new”
meaning never attended or donated
96.7% of all Feast Your Mind emails were delivered
43% was our overall email opening rate
Survey to follow up
1. Dec’ 12- Social media marketing started, including
Facebook, targeted Facebook groups, LinkedIn posts,
and Twitter – COMPLETE
2. Early Jan’ 13-Marketo plan began including “This
week’s featured speaker” emails - COMPLETE; good
early pilot of Marketo; first enterprise to use forward
to friend
3. Mid Jan’ 13- Phone calls will begin after MLK day
4. Evolved into a Phone Outreach – 30+ calls ~10 d
5. Detailed debrief at March Marketing meeting to
determine what worked and what can be improved
Marketo(Tool development and usage)
 Develop plan how to implement across multiple
target projects
Mike Berger*
Judy
Rory
Lindsay
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2
Creation of matrix initiated at Committee
meeting 2-27
Barbara, Judy and Lindsay will fill out at their
meeting over next couple of weeks
Rory’s role?
Jan ’12 assign Rory to be work with Mike B
Jan ’12 - Barbara will assign point person to map
out content sources
Jan ’12 – pilot Marketo with prospective parents Judy
March ’12 - Create matrix of audiences and
Wornick Marketing Tactics
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Focus on prospective Israelis
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Yoav
Lily
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Annual Report
Lindsay Kopecky*
AJ Dawara
Cara Baker
“Social Media Project” – Define strategy and
tactics for 2012
Joelle Kaufman*
Lisa Joyner
Mike Berger
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Today we Have a facebook page with feed to Twitter
Barbara blog updated weekly
Post photos and video
Get parents to say nice things about Wornick on their
feeds
Public kwellling
Invite Wornick Community to Linked In group
Do work in Hebrew as well
Website (incl Search Engine Optimization) –
Define strategy and tactics
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content assets; recommend to start with
Admissions
Strategy to capture prospects email addresses
For the future - Investigate how to integrate with
database management system
Market research that he conducted on current
and prospective Israeli parents – COMPLETE
Letter to prospective Israli parents drafted and
will be reviewed at March committee meeting
Lily to test Hebrew on PTO website page
Action Plan in progress
Lindsay focusing on post FYM and will update at
March meeting
1. 2012/13 content will done over the summer and
target December release
2. Blogs and feeds are active – DONE
3. Joelle drafted social media intern spec - DONE
4. Sari hired
Need campaign
Lily Avida*
Rory
3
Wornick Marketing Tactics
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Update the video
Identified vendor to help with website and integrate
with database
Need to assign a school resource to move project
forward
Dana Izenson
Joelle Kaufman
Barbara Gereboff
Update Brochure/Collateral
Judy Thalheimer*
Joelle Kaufman
Media/Public Relations
Judy*
Sari
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New alumni piece
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Updated and put on the website and include parent
quotes
Want it integrated into website and viewbook and
annual report
Idea: to create a Hebrew version and include new
Israeli consulate
Idea: promote this piece to Israeli re-location
consultants – Gilead, Microsoft, Oracle, Intel,Cisco,
etc
June has contacted multiple prospective
students/parents but nearly all declined to
participate
Collections of Photos and Stories of Kids and
Alumni for Website and multiple purposes
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Follow on to project above
Use “Peek of the week”
1.
Lindsay*
Michele Neuman
Light (Is she still on
the team?)
Mike Berger*
Shawn
Lindsay Kopecky
4
2. July ’12 Need to assign staff person to drive project –
Barbara
3. Sept ’12 - Prioritized list of content to update
4. Nov ’12 Prioritized list of photos and incl video
Wornick Marketing Tactics
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Events – Israel Independence Day (and potentially
others)
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5. Dec ’12 all pages Tuned up the website - Lily
“Kvellings” concept
Barbara Gereboff*
Barack Loozon
Getting “I heart Wornick Student” shirt for students
to wear
Lessons learned
Marketing piece suboptimal
New Baby Gift to target parents, grandparents and
great-grandparent
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Judy Thalheimer*
Wornick Onesie
“I am Wornick Bubbe”
Picture frame
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Nov ’12 - Finalize format(s)
Nov ‘ 13 Identify resource to help with content
Feb ’13 Phase I - Messaging/Quote, Photos
Apr ’13 Messaging/Quatoes, Photos
May ’13 - Layout
Launch Aug ‘13
1. List of alumni students collected – done
2. Need to decide format of piece – DONE
3. Oct - Reach out to alumni via social media - Lindsay