Strategies to Capture Your Primary Jewish Target Market in a

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?


• 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?


• 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


• 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


• 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!

www.sageagestrategies.com

Thank You!

Documents

Strategies to Capture Your Primary Jewish Target Market in a