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What is marketing?It is not a dirty word.
It is not the crass commercialization of synagogue life
It is not trying to trick someone into buying something they do not want
It is not just another word for advertising
It is not just another word for public relations
It is not just another word for promotion
Marketing is broader and these are all part of marketing
Marketing is…
A wide range of activities to help you meet the needs of your congregants and to make sure that your congregants value their membership.
Marketing involves…
Understanding your market (congregants)
Understanding your future or potential markets (potential members – young adults, young families, empty nesters…)
Marketing is
Figuring out who you are Learning your story Crafting your story And… Sharing your story in a compelling
way!
Market ResearchA well marketed
congregation is congregant focused
Learn what your congregants priorities are and make them your own
Marketing Research Tools
Interviews Research Surveys Focus Groups
Interviews
Meet with key people:Temple StaffBoard MembersCommittee Chairs
Interviews Questions
What is our reputation in the community? Who are our competitors? What are the demographics of our membership? What are the needs of each demographic? Are we meeting those needs? What are the demographics of our potential
members? What are their needs? Could we meet those needs?
Research
Other congregations in your area
Visit their website Read their bulletin Find out what the costs of
membership are
Research other houses of worship too!
ResearchOther non-profit Organizations:
JCCLocal museumsVolunteer
Organizations
Surveys Disadvantages
Rate of response is often low You get the answers to the questions
you ask Often focuses on the negatives or
weaknesses
Advantages Inexpensive Reaches the greatest number of
people Good way to gather information Easy
Surveys
Questions
Demographic – gather information about your members
Strengths – What are we doing well? Weaknesses – What could we be doing
better? Opportunities – What things should we be
doing that we are not? Threats – What are the obstacles?
Focus Groups
Can be a valuable tool for obtaining thoughtful information
Focus Groups
Invite thoughtful answers
Allow Focus Groups members to express themselves
Provide the opportunity to meet new people
BUILD COMMUNITY
Focus Groups
Designate a leader Appoint a note-taker Stress confidentiality Informal setting Refreshments
Focus GroupsSample Questions
The things that concern me most about our congregation are…
If with a stroke of a pen I could change one thing about our congregation, I would…
The two or three most significant changes I would like to see in the congregation are…
Focus Groups
Two great questions:
If our temple were a car, what make, model, year and color would it be?
If our temple were an ice cream flavor, what would it be?
What do we do with all of this information?
Review it Create a report and share it with the
board, committees and the congregation If you are lucky, you have the makings of a
brand new mission statement CREATE A MARKETING PLAN
Your Marketing Plan
Create a marketing plan It does not have to
be complicated! You can do it!
Your Marketing Plan
Step One – What are your main goals?
Limit it to just a couple of goals Example – Integrate new members into the
temple Include communications goals to support your
main goal Example – Feature an article about a new
family in each issue of the bulletin
Your Marketing Plan
Step Two – Who is your audience?
Which groups are you trying to reach? Potential members Families with young children, 65+
Your Marketing Plan Step Three – What is your strategy?
Target audience – potential members Strategy – Shabbat service for prospective
members
Target audience - Families with young children Strategy – Saturday afternoon program in the
park
Target audience - 65+ Strategy – Film series
Your Marketing Plan Step Four – Tactics (Publicizing)
How will you deliver the message? Target audience – potential members
Strategy – Shabbat service for prospective members Tactic – Advertisement in local
newspaper (Camera-ready ad supplied by the URJ)
Tactic – Invitation on temple Facebook page
Your Marketing Plan
Step Five – Work Plan
Who will do what? Staff Volunteers Timelines
Your Marketing Plan
Step Six – Budget
Do we have a budget? How much will our plan cost? What can we do for free?
Community newspapers, calendar listings in local press, cable TV, temple website, social media
Your Marketing Plan Step Seven – Evaluation
Have several measurable outcomes Did more people come to this event than
last year? Define a target number of new members
who join after having attended the Shabbat service for prospective members
Use analytics to measure the effectiveness of social media
What is Earned Media?Earned media is publicity gained through promotional efforts other than advertising, which is called paid media.
Earned media includes:•Editorials in newspapers and magazines•Interviews or event coverage on television and radio •Postings on blogs•Calendar listings •Letters to the editor•Op-eds•Polls•Mentions on social media
Why Do We Need Earned Media
Most congregations have a very limited budget. We need earned media to supplement advertising to get the word out about programs and events, attract members and speak on behalf of the larger Jewish community on important issues.
Steps to Getting Earned Media
• Assemble a Press Kit• Build a Press List• Target the Right Outlets• Cultivate Relationships• Develop a Pitch• Get the Word Out – Press Releases, Media Advisories,
Follow-Up• Handling Press at Events• Respond to Breaking News• Respond to Inquiries• Write Op-Eds and Letters to the Editor• Evaluate Your Progress
Assemble a Press Kit
Create a general media kit about your congregation. Kits should include:
• fact sheet or brochures describing your congregation, your work and your initiatives
• short biographies of clergy, staff and key lay leaders• a business card
Build a Press List
• Create an up-to-date press list of the Jewish and mainstream press and local news websites, including newspapers, television and radio outlets serving your community, as well as community bloggers.
• Include names and contact information (phone, email, fax) for news and assignment editors and reporters covering religion, local events, community issues.
• Subscribe to any relevant blogs so you know what media/online journalists are saying about your congregation and as a reference for where you might want to eventually pitch stories.
• Create niche press lists for specific events.
Target the Right Outlets• Determine your desired audience • Target media outlets that speak to that audience -
less is sometimes more • Step out of the box – think of new media outlets
(trade pubs, listserves, blogs, etc.) • Tailor your pitch to specific outlets• Use online and social media
to spread the word to new audiences
Cultivate Relationships
Get to know the media• Research what writers are covering - read their
stories, learn their beats, follow their trends• Meet the press by arranging get-to-know-you
meetings or lunch dates• Always bring business cards and press kits
Develop a Pitch
Tell Your Story• Think like a reporter – Why would my audience care? Why is this
timely?• Discover the hook – what makes this story unique?• Write succinctly – make sure your pitch is clear and concise• Show. Don’t tell. – illustrate points with personal, emotional
anecdotes• Build partnerships – with other organizations • when
appropriate – strength in numbers
Get the Word Out
• Press releases• Media advisories• Targeted emails (do not use
attachments)• Social media• Phone calls• Follow-up, follow-up, follow-up
Write a Press Release
• Press releases must inform the media about congregational news (i.e., a new initiative, program, or leadership appointment), must grab the media’s attention and offer all the relevant information.
• Follow up with recipients and offer interviews with key individuals, discuss additional information, or offer alternate story angles.
• Press releases follow a specific format. Use templates or look at examples to guide you.
• Always write from an “objective voice.” A press release shouldn’t be blatantly promotional.
Write a Media Advisory
A media advisory is typically used to inform the media of an event you want covered, or placed in the calendar listing of a newspaper. It presents the basic facts of the event— the who, what, when and where. Send these media advisories out a few weeks before an event, and again the week of the event.
MEDIA ADVISORY
Contact: Annette Powers917-225-4857
SXSW Event to Showcase Emerging Model for Innovative Jewish Engagement
Reform Movement Partners with ROI to Present Alternative Shabbat Experience at SXSW
WHAT: Warehouse ATX - an alternative Shabbat experience at SXSWWHO: Musician Josh NelsonWHEN: Friday, March 15, 2013, 7 – 9 pm WHERE: SXSW Festival in Austin, TX
Takoba’s Cantina El Milamores (Behind the restaurant)1411 E 7th StAustin, TX 78702
The Union for Reform Judaism (URJ) has partnered with ROI Community to present WAREHOUSE ATX at the SXSW Festival in Austin, TX. WAREHOUSE ATX, featuring musician Josh Nelson, is an alternative Shabbat experience using music and new media. The event will be followed by a musical showcase featuring musicians Simja Dujov, Neshama Carlebach, Noa Margalit and Ami Yares.
WAREHOUSE ATX marks the latest in a concerted effort on behalf of the Reform Movement to reach those Jews with whom traditional community experiences do not resonate, but to whom the values of Reform Judaism – diversity, equality and modernity – are a strong contemporary spiritual framework. Building Jewish community at events like SXSW – a set of music, film and interactive festivals that draws tens of thousands – is a natural fit for a partnership between ROI Community and the Reform Movement. As an international network of more than 800 activists and change makers in 50 countries who are redefining Jewish engagement, ROI Community is working at the bleeding edge of identity and community. The Reform Movement’s fabric of modern families and values helps build a living Jewish experience for a diverse and vibrant community. Together, this confluence sparks opportunities for Jewish peoplehood for the future, and builds bridges to Jews at SXSW who might not otherwise have had a taste of modern Reform Judaism.
Handling Press at Events
• Determine who will be the press contact on-site to ensure members of the press everything they need and to facilitate interviews.
• Create signage to direct the media to where they need to check-in.
• Take pictures to send to the media and post on your website.
• Provide the media with a press kit, customized for the event, with names and bios of speakers and transcripts of prepared remarks, if available.
• Prepare a post-event press release in advance, including key highlights or news from the event, and speaker and leadership quotes. Distribute immediately after the event.
Respond to Breaking News
When a major story breaks in the news about an issue important to your community or the larger Jewish community, community news outlets will look for a local perspective. Be prepared to act fast to offer a statement to the local media (via press release, phone or email) or to make leadership available for an interview. Being quoted establishes you as the voice of the local Jewish community.
Respond to Inquiries
You may receive unsolicited requests for statements, information or interviews. Basic tips for being prepared:
• Determine what the reporter is asking, how it will be used, and the basic direction of the story.
• Determine the reporter’s style and approach.• Pick your spokesperson. • Develop message points.• Keep responses simple, clear and concise.• If unsure of an answer, don’t guess.• Nothing is “off-the- record.”• Use anecdotes, facts and statistics to illustrate points.
Write Op-Eds and Letters to the Editor
Writing op-eds (opinion-editorials) and letters to the editor is a good way to reach the public and policy makers with your position on relevant issues. An op-ed often addresses issues or viewpoints introduced by the writer. A letter to the editor is generally a reaction to an item that previously ran in the paper.
Op-Ed and Letter to the Editor Tips
• Letters to the editor are usually 200-300 words• Op-eds are usually 750-1,000 words. • Stay on message. • Take a stand. • Use powerful language. • Be specific. • Have only one person sign the letter. • Be timely—send ASAP.• Include weekend and night contact numbers. • Never send a form letter.
Evaluate Your Progress
• Measure volume of coverage – number of articles, broadcast segments
• Analyze the tone of your coverage• Assess advertising equivalency • Aggregate all press coverage and maintain “In
the News” section on your website
Kati KristolMarketing & Projects Director,Congregation B’nai IsraelBoca Raton, Florida1,100 Families
Marketing Best Practices for Synagogues
Interfaith Program That Provides Thanksgiving Meal to Community Members in Need
Marketing Goals Volunteers Underwriting Donations Dinner Guests PR
Marketing Best Practices for Synagogues:Feed the Hungry
A Marketing Plan is one central document that:
Establishes facts: Date, location, time, contact person, reservations, budget, etc.
Sets clear goals: Community outreach, show greater community the programs CBI runs
Identifies your target audience: Volunteers (ages 9+), Donors, Attendees, Media
Sets a schedule
Marketing Best Practices for Synagogues:Develop a Marketing Plan: Feed the Hungry
Have meeting with person running the program Review communications options Decide timing (to produce, to disseminate) Deadlines sent out and assigned to appropriate
parties in Outlook with reminders
Marketing Best Practices for Synagogues:How Do You Create a Marketing Plan?
Marketing Best Practices for Synagogues:Feed the Hungry Marketing Plan
Sample Marketing Plan Worksheet
Bulletin, Email Newsletter, Website
Poster/Signage (inside/outside) Flyers around the building Direct mail/postcard
Marketing Best Practices for Synagogues:Traditional Marketing Practices
WebpageWeekly Email Newsletter
Postcard to Members
Shabbat services• Service Sheets/Insert in service sheet• Service Announcements
Marketing Best Practices for Synagogues:Marketing at Services
Service Sheet
Promote through weekly religious school e-mails Have preschool room mom for each classroom
email other parents Backpack flyers and stickers
Marketing Best Practices for Synagogues:Marketing through Schools
Weekly Religious School E-mail
Facebook (page, group, event) – link to Twitter
E-mail campaign
Marketing Best Practices for Synagogues:Online Marketing & Social Media
Facebook Group
Facebook Page
Individual E-mail Blast
Go to Auxiliary & Board meetings – Get Lay Leader buy in & see if you can co-market
Have committee members start their own e-mail campaigns to friends (you can write a template for them)
Encourage other members to share your Facebook messages with their friends
Marketing Best Practices for Synagogues:Word of Mouth
WRJ President e-mail to members
Outdoor signage TV screen in lobby Automated phone calls
Marketing Best Practices for Synagogues:Other Ideas
TV Screen in Office Lobby Digital Sign in Parking Lot
Marketing Best Practices for Synagogues:External Resources
Calendar NoticePress Release
Paid Advertising Public signage Press Releases Postings on community calendars
Central shared document that ensures all involved are on the same page
Consistent messaging Identify appropriate communications vehicles
according to your target and goals to achieve success
Schedule accordingly, prioritize resources Historical record
Marketing Best Practices for Synagogues:Benefits of Developing a Marketing Plan:
Marketing Best Practices for Synagogues:Feed the Hungry 2013 Results
Served 4,000 meals and engaged 400 volunteers $4,000 raisedFood Donated included 85 turkeys, 200 Pumpkin & Fruit Pies, 40 sheet cakes, 35 gallons of gravy & mashed potatoes
Media coverage on TV news, regional and Jewish newspapers, and local magazine
Dignitaries attended includingDeputy mayor, City Councilman, Chief of Police
