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BROEKMAN communications :: Marketing Agency to the Jewish Community
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  1. 1. JEWISH COMMUNITYMARKETING & PR AGENCY  Brand Management  Marketing Communications  PR & Publicity Community Engagement Marketing  Leadership & Board Consulting Social Media Campaigns  Membership Campaigns  Donor Relations Presented to STEPHEN S. WISE TEMPLE by Jeremy Broekman BROEKMAN communications December 2012 1
  2. 2. Experience.• 15+ years in Marketing, Brand Management & PR• Founded in August 2000 (after 2-year stint / 48 feature film promotions with Universal Television PPV/VOD)• Marketing + Social Media + Creative + Consultant in ONE• Specialized niche in working with Jewish Community & Non-Profits• Services include:  Brand Management & Identity Campaigns  Donor Relations Campaign Development  Community Engagement Marketing  Leadership & Board Consulting  Website Development / Content Management {CMS}  Social Media Campaigns & Moderation  Online Advertising, Pay-Per-Click & Facebook  Search Engine Optimization {SEO}  Event Production with Sponsorship & Partnerships Page 1 2
  3. 3. Jewish Community.• Deep non-profit experience – Jewish Big Brothers/Sisters of Los Angeles, Friends of Sheba Medical Center at Tel HaShomer American Friends of the Binational Science Foundation (AFBSF), NA’AMAT USA, Zimmer Children’s Museum, The Oscar Litwak Foundation, Anti-Defamation League, BBYO, Habonim Dror, Our Space LA – Special Needs collaboration between Temple Aliyah and VBS• Cedars-Sinai and the HUC’s Kalsman Institute in partnership for the Jewish Wisdom & Wellness: A Week of Learning 2013 Conference• 40+ synagogues – Membership/Donor Relations campaigns, websites Beth Yeshurun & Day School (Houston, TX); Abraham Joshua Heschel Day School (Northridge, CA); Valley Beth Shalom (Encino, CA); Kehillat Ma’arav (Santa Monica, CA); Temple Israel (Minn, MN); Temple Beth Sholom (Tustin, CA); Temple Isaiah (West Los Angeles, CA); Congregation Beth Am (Los Altos, CA); Anshe Emet (Chicago,IL); University Synagogue (Brentwood, CA); Congregation Beth Torah (Torrance, CA); Congregation Beth Israel (Vancouver, BC); Beth Tzedec (Toronto, Canada) • Day School Marketing Experience - National Day School Foundation, Abraham Joshua Heschel Day School, Valley Beth Shalom Day School & Preschool, Beth Yeshurun Day School, University Synagogue Early Childhood Ctr• University Marketing - American Jewish University/University of Judaism, Hebrew Union College• Jewish Community Centers - Valley Cities Jewish Community Center, Westside Jewish Community Center,• Jewish Youth Organizations including B’nai Brith Youth Organization (raised over $50k targeting California Jews in 8-month capital campaign)• Schools / Camps targeting Jewish Community:   Woodcrest Preschools, Woodcrest Elementary School, Valley Trails, VT Sports Camp, Cottontail, Active Minds Active Bodies Page 2• Membership Management Services – User Interface/esign for Membership Management Software 3
  4. 4. Non-Profit & Foundations.• International Family Film Festival• Think Pandas• The Oscar Litwak Foundation• International Coaches Federation• Michael A. Ruddo Foundation• Congress for the New Urbanism Civic Art Awards & Conference Party• Screen Actors Guild Foundation $5M Capital Campaign for Actors Resource Center• First Americans in the Arts• J. Paul Getty Center & Family Foundation• North Hollywood Theatre & Arts Festival• NoHo Children’s Arts Festival• International Student Film Festival• National Alliance of Hispanic Health• Coro: Southern California• Anti-Defamation League Page 3 4
  5. 5. NA’AMAT USA case study. Page 4 5
  6. 6. Branding examples. Page 5 7
  7. 7. Branding examples. Page 6 7
  8. 8. Entertainment Publicity Experience.• DreamWorks Animation Repped for 3 years (2003-2006) – ‘Shrek’, ‘Shrek2’, ‘Spirit’, ‘SharkTale’, ‘Madagascar’• New Line Cinema ‘The New World’ Benefit Premiere for First Americans of The Arts (Native Americans)• Screen Actors Guild & SAG Foundation Managed PR for 30+ events and parties including nearly every studio (1 year contract) “Brokeback Mountain” benefit premiere, Launch $5m capital campaign• J. Paul Getty Center ‘Coming of Age’ Exhibit Launched first and only community event with 3000 people (produced w/ CARS)• Fiesta Broadway PR for 3 stages ranging from music to health; 1million latinos in Downtown LA• North Hollywood Theatre & Arts Festival Sponsorship, PR for 2-3 years, 250K people• Focus Features - ‘Brokeback Mountain’ Premiere benefitting SAG Foundation• Columbia Pictures - Baby Geniuses 1, 2• Sony Pictures - Screenblast Digital Video/Audio Software launch• Storypopolis Handled business affairs for acquisition from Paul Allen/Vulcan Ventures. 40 book launches for major publishers.• High profile work with Celebrity Book Launches. Launched Duchess of York’s first children’s book, Jamie Lee Curtis ‘It’s Hard to Be Five’, and Brendon Fraiser’s collaboration with‘Dragonheart’.• International Family Film Festival, North Hollywood Theatre & Arts Festival, International Student Film Festival• Universal Studios – marketing for over 48 feature film titles hitting ppv/vod window Page 7• 8
  9. 9. Real Estate.• The Sliding Door Company - Social Media Director Launched extensive nationwide campaign• Kalia Living – Social Media/Creative Director Four (4) master plan communities of Luxury homes in Costa Rica – 1500+ acres. Rebrand company. Extensive social media, blogging, + affiliate campaigns WW.• Weintraub Real Estate Group / Malibu Lumber Yard Creative Director for luxury shopping center development. Freelance marketing/pr/social media. In-house Private Consulting – “supplementary” to ad/pr agencies.• Consensus Inc. Land Use/Entitlement PR Firm – Community Relations for John Laing Homes, Home Depot, John Laing Homes, M. David Paul, Standard Pacific Homes, J.h Snyder, BNSF, OCTA and numerous others. Extensive web, blog, development, social media and pr experience.• Pinnacle Estate Properties Inc. Trained 900+ agents across 8 offices on using Social Media. Creative/Marketing Director for 7 years. 500+ direct mail campaigns. Corporate identity. PR for 5 office openings + 20 th Anniversary Campaign. Partnership since 2005.• Coldwell Banker 100th Anniversary Campaign in 2006 for PR. Freelance for social media. Page 8 9
  10. 10. Interest to take Brand to next level. By developing comprehensive, strategic Marketing & Social Media plan, we will be in a better position to: •Increase foot traffic and Capture greater enrollment through effectively marketing and promotion via social networks, online efforts and local programming; •Initiate community involvement, community engagement, outreach and other acts of good will to gain local recognition; •Distinguish from our “competitive organizations” •Promote unpublicized success and capitalize/leverage experience; •“Tell The Story” more effectively to members, stakeholders, prospective members and key media as well as Garner greater coverage of key news stories; •Showcase prominent staff, board, lay volunteer leadership as thought leaders in the community; •Develop strategic partnerships with key industry leaders & organizations that compliment our mission; •Engage prospective volunteers and donors through more targeted promotions; and, •Enhance referral sources and Jewish Community partner relationships and collaborate in a more meaningful way for mutual publicity. Page 9 7
  11. 11. Enhancing Your Brand. Develop Execute & Measure Marketing Moderate Results Publicity & & ROI Community with Engagement Modify as Campaign Plan we go! Goals. We have features for every step of the way Page 10 10
  12. 12. Develop Social Media & Online Marketing PlanAuthor Marketing, Social Media & PR PlanFrom Situation Assessment & Analysis to Development Page 11 12
  13. 13. Situation Assessment & Branding Audit:o Reconnaissance mission to collect everything about Stephen S. Wise (History, Competitive Analysis, Enrollment, Temple Membership, past PR/news, donor reports, brochures, etc.).o Launch Brand investigation. Discuss appropriate avenues which can include, 1) Surveys, 2) Stakeholder meetings, 3) Town Hall meeting, 4) Focus Groups, etc.o Conduct SWOT analysis (strengths, weaknesses, opportunities and threats) and Present findings.o Evaluation of online brand, existing SEO programs (back link report determines where site is listed or mentioned online), and existing social media campaigns.o Profiles. Gather all Profiles. Analysis of online branding. Audit is opportunity to ensure brand security (own brand name/domain). Level of completion on 100+ sites. Analysis of Landing pages.o Branding. Make sure identity campaign is consistent. Ensure proper use of style guide (if one doesn’t exist, we create). Voice - see past communication messaging documents if any (will develop moving forward).o Blogging. Collect logins. Analyze existing posts and content. Evaluate comments and methodology to response. Existing Editorial Calendar? How we publish information.o Social Elements. Reviews. Ratings. Yelp. Forums. Sharing Mechanisms. Evaluation of likes, tweets, shares, Linkedin statuses, etc.o PR / News Content. What type of content is shared? Company driven? Product specific info? Industry News? Schedule or Plan? Messaging document?o Promotions. Evaluate past campaigns. Schedule or Calendar? Terms of Service in place? Wrap- up? Reporting?o Tracking. Site Analytics. Traffic visitation statistics (bounce rate, length, page views, referring links, entry/exit links, keywords, etc.). Collaboration between Web Development, SEO and Social Media Manager? ROI highly dependent on this. 13o Marketing Tools & Resources. Wibiya? Bookmarklets? Sharing tools? Online Chat? We’ll 12 Page
  14. 14. Execute Marketing PlanDevelop Code Book, Pre-Flight Arrangements, Terms of Service, StyleGuide and Messaging Documents to allow flexibility in engagement. Page 13 14
  15. 15. Flexibility. Engagement. Empowerment.o Develop Code Book. Develop code book with a detailed plan of what we are doing, what we agree to execute and where we want to be. Need certain level of flexibility to make lateral and vertical moves quickly. While prioritizing the plan, sometimes window are created that we can capitalize if we have prior approval and can run with the ball. Determine Kosher and not-Kosher parameters.o Develop Pre-Flight Arrangements. Green may mean go, but there are levels of approval we agree on for certain agenda items and other layers of approval for social media profile development to work smoothly (at all hours of the night).o Terms of Service. Agreed upon terms for how we handle giveaways, how we handle negative feedback. How we handle positive feedback, how we go back to management with critical action items, etc. Ultimately business & legal affairs sets this agenda, but there is a negotiation to get best terms possible for SM.o Style Guide. Use of logo. Use of fonts. Colors. Monikers. Taglines. All the obvious stuff. How we position and brand. Must keep this consistent throughout. And correct those places where errors may exist.o Messaging Documents. Ideally, we’ll go week to week with a concerted effort ensuring that messaging/content used for our Advertising and PR is being utilized and leveraged strategically with social media & online marketing.o Success linked to Internal Coordination. Strong desire to coordinate with internal staff, clergy, synagogue publicity/marketing department, board of directors, parent leaders, and stakeholders. Ideal team will work closely together. Can work independently, but have seen most success when it’s collaboration. Example Page 14 15
  16. 16. SocialNetworking.Define & Launch.Drive traffic.Position brand.Improve visibilityand marketing.Increase sales! Page 15 16
  17. 17. Analyze & Measure Results.Measure Results & ROI against CAMPAIGN GOALS Page 16 17
  18. 18. Tracking The Results:o Site Analytics. Traffic visitation statistics. Core visitors (uniques vs. returning), Bounce rate. Length of visit. Page view depth. Popular pages. Referring links. Entry/exit links. Keywords. Search engine programs.o Blast Email Tracking. Visitation track core statistics of delivery, bounces/errors, opens, click thrus, specific call to action links, etc.o SEM Tracking.o SEO Tracking.o Online Marketing Analysis. Collaboration between Web Development, SEO and Social Media Manager.o Create Baseline Report. Provide weekly/monthly updates on use of website and the above! ALL THE WHILE WITH THE GOAL OF MEASURING YOUR RETURN ON INVESTMENT - YOUR ROI!!! Page 17 18
  19. 19. 4 BLAST EMAIL CAMPAIGNS LEADGENERATIONBlast Email CampaignsLead Generation Tool #1 Page 18 19
  20. 20. Blast Email Campaignso Enhance existing campaigns using either Constant Contact or MyEmma blast email program.o Develop email lists and scrape all resources.o Launch series of direct email campaigns with audience-targetd specific call-to-action items!o Develop new creative for email templates, online newsletter, announcements, breaking news, videos we’ll develop/launch, promotion of testimonials – parents, teachers, kids, etc., and all things media driven, etc.o Launch opt-in campaigns for all past prospective members/enrollees who have provided us with their information.o Launch campaigns for current “customers” = Create a “friends and family” ambassador program enabling them to pass on discounts, special deals, and savingso Launch alumni campaign and solicit our fans for photos & quotes that empower prospects to TAKE A TOUR and Visit Campus, Get Enrollment packet or ENROLL NOW.o Launch campaigns for those people who just frequented our site, but need call to actions.o Leverage social media in all blast emails….o Create calls to action to promote: o "Become A Fan on Facebook" or o "Follow us on Twitter"or o "READ our blog" or o "Fill out our new Inquiry Form" (using Manage the campaignso Measure the results through tracking mechanisms (analytics, sales) Page 19 20
  21. 21. 5 COACHING AND TRAININGCoaching & TrainingUse of social media that Stephen S. Wise and staff need to employ! Page 19 21
  22. 22. Coaching & Training leads to empowerment!The More Participation, The Better the Engagement.Train staff on how to manage all social network activitiesEmpower staff to get training and get involved as success of social media is ALWAYS the sum of theparts of engagement across the companyIDEAL SITUATION: Social Media Package #1Example of how we can utilize internal staff for small pieces of the pie.Tami Weiser, Elementary School Principal Blog, Thought Leadership, LinkedinRabbi Josh D. Zweiback, Senior Educator Blog, Thought Leadership, LinkedinBeth Behar, Director of Admission Facebook, TwitterSamantha Powell, Associate Director of Admission Facebook, Twitterand School RegistrarVideo producer Website, Youtube, VimeoGraphic Artist/Designer Pinterest, Facebook, Slideshare Example Page 20 22
  23. 23. 6 ASSET TO SENIOR STAFF, ADMIN & MARKETINGAdvisory RoleOptional Page 21 23
  24. 24. Asset to Senior Staff, Admin & Marketingo Advisory role online (unless otherwise requested)o Be a soundboard to ideas and act as an advisor to Rabbi Josh D. Zweiback and advisory board or Board of Directorso Play role of Communications Director meets Creative Director or Brand Manager to help punch up admissions enrollment sales collateral, marketing/publicity materials, powerpoint presentations, website, social media graphics, etc.o Provide brainstorming and marketing plan development ideas to department headso Creation of ambassador program with parents, and alumni – KEY to future successo Act as extension of synagogue publicity and school marketing department to collectively execute together. Example Page 22 24
  25. 25. 7 MANAGING THE WEBSITEWebsite ManagementOptional Page 23 25
  26. 26. Optional: Website Management- Make recommendations and Oversee home page improvement including links to social media, new blog, reviews, etc.- Add on to our new key CALL TO ACTION buttons and install more social networking tools!!- Manage website content development to help us improve site- See potential role to evaluate improvements to website and potential help you make design changes and improvements over time.- Review whats currently being employed from our list of organic SEO options- Potential role to act as SEO Manager to take the website to the next level. Review whats currently being employed from our list of organic SEO options.- Make recommendations including links to social media, new blog, reviews, etc. Content Management System optimization, SEO plug-ins, offline software, etc.- Evaluate and make recommendations to SEO company if relevant! Example Page 24 26
  27. 27. Terms of CollaborationBROEKMAN communications would love to be your partner.Short term & long term engagement approaches.Training Department, Team or One-on-one approach.Speaker or Seminar approach. 27
  28. 28. THANK YOU FOR YOUR CONSIDERATION“Until you are committed, there is hesitancy, the chance to draw back, ineffectiveness. It is true: the momentone definitely commits oneself, then Providence moves. All sorts of things begin to happen to help you thatwould never otherwise have occurred. A whole stream of events issues from that decision, raising in yourfavor all manner of unforeseen incidents, meetings and material assistance, which you couldnt have dreamtwould come your way.I have learned a deep respect for one of Goethes couplets, which bears repeating: "Are you in earnest? Seizethis very minute. What you can do, or dream you can, begin it. Boldness has genius, power and magic in it." -- W.H. Murray, Scottish Mountaineer 28


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