Strategies to Capture Your Primary Jewish Target Market in a ...
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Transcript of 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?
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!
www.sageagestrategies.com
Thank You!