Embed Size (px)
DESCRIPTION
Portfolio of Marketing/Social marketing to the Jewish Community
Citation preview
Strategic MarketingTargeting the
Jewish Community
Yoni Mozeson [email protected]
052-607-6981
US line- 718-838-1554
CAREER HIGHLIGHTS:
- Award-winning Creative at major advertising agencies like Ogilvy,
producing campaigns for Fortune 500s like American Express, Citibank,
Duracell, Apple, Smith Barney and P&G
- Partner at boutique Marketing/Social Marketing agency specializing in Tech/biotech and Major Jewish
Organizations
- Director of Marketing at Israeli high-tech start-ups
This campaign helped MASA secure increased funding by highlighting the urgency of their mission on behalf of
American Jewry
The campaign targeted JAFI, Jewish Federations leaders, and vital influencers
within the Jewish community
This recruitment campaign attracted record-numbers of former Birthright attendees to sign up for long term
MASA programs
This ad ran once in the New York Times.
It was denounced by the White House and the Government of Israel. A
prominent American Jewish Newspaper featured it on the front page, calling it “The Ad That Shook
the Middle East”
Several weeks later, on the insistence of the US Congress, the President reneged on sending US
troops to the Golan Heights as stipulated in the Oslo Accords
Perhaps the longest-running ad for a Jewish Organization. This
has unfortunately kept the domestic abuse hotline busy for over 15 years
while serving as a major image campaign for fund raising and
attracting State funding
During the dark days of the Intifada, these ads raised millions for Israel Emergency Solidarity Fund - which
later became One Family
Yeshiva College and Stern College for Women needed a highly sensitive
recruitment brochure to attract newly observant students to their “Mechina”
program
It covers everything from students’ concerns that it won’t be chilled
enough to parents’ fears that getting “religion” means your children won’t
get a job
A leading Israeli post high school Yeshiva found their recruitment
efforts hampered by the lack of a unique message.
Strategic research not only pinpointed their major strength, it
identified a benefit which resonated well with High School seniors.
This old vs. new website was part of a strategic campaign of viral videos,
social marketing and recruiter training.
Old website
New website
This video positioned Mechinat Yeud’s 1 year old program in the crowded arena of Israeli post High School Yeshivot for boys
To get heard, we bucked the trend of
fast-cut videos, promising everything to everyone. Opting instead to strategically focus on the stark differences between
Yeud and its competition.
The story is delivered by one articulate student who is not afraid to tell it like it is.
Watch this 58 second clip.
These ads were the cornerstone of the launch of Nefesh
B’Nefesh in the US and Canada.
They were accompanied by a video featuring the new theme line: “Live the Dream” and a Virtual Pilot Trip on the
NBN website
further about what you are doing.
Yoni Mozeson [email protected]
052-607-6981
US line- 718-838-1554
Strategic MarketingTargeting the
Jewish Community
