World Marketing ConferenceField Marketing Workshop

2015January ,

• Team Name: Living on the Edge• Team Number: Group 4• Team Concept: From Red to Green

אמו של דניאל שנהרג מפצמ"ר העידה בפני ועדת האו"ם: "אנחנו הפליטים"

נציגים מעוטף עזה, בהם גילה טרגרמן ששכלה •, העידו בפני ועדת שאבאס 4את בנה בן ה-

שחוקרת את אירועי "צוק איתן". "אנחנו לא פוגעים באזרחים חפים מפשע", הטיחה בהם האם. ראש מועצת אשכול חיים ילין: "במקום

להשקיע אנרגיה בשנאת ישראל - שיתרכזו בשיקום עזה"

Team MembersPluznik Michal Ms. Executive Assistant Switzerland

Salamon Shay Mr. Emissary Argentina

Grodeck Anton Mr. Executive Director Victorian Office Australia

Lehrer Sharon Ms.Director of National Marketing and Communication Canada

Cairns Jason Mr. Executive Director, Edmonton Canada

Haramaty Ishay Mr.KKL-JNF Emissary to Switzerland and Austria Switzerland

Dan Faynsztein Betty Ms. Director Belgium

Toeg Orna Ms. UK/South Africa Desk Manager Israel

Menasce Gioia Ms. Coordinator Desk Canada Israel

Hutnik Ariel Mr. Education Department Argentina

Mizrahi Elisha Mr.KKL Resources, Development & Public Affairs Division Israel

Sites VisitedSites Marketing message of Sites visited

Netiv HaAsara • “If you don’t go to the border, the border will come to you”

• “I’m not standing here because I have a shelter, I’m standing here because I have a community”

Black Arrow • Soldiers within the community protect the community• Repair of security roads by KKL following war

Sapir College, Sderot

• “We didn’t come here just to get the best degree, but also to help the community”

• “We have become part of the fabric of the city of Sderot”

• The students say of Sapir: ‘challenging, amazing, great opportunity, beautiful experience’

Sites VisitedSites Marketing message of Sites visited

Nahal Oz • “If we move from here, there will be a vacuum in the south. It is our duty to stay here”

• “I came to live on Nahal Oz after the war to build my life in a place with a good community”

Alumim/Old Be’erot Yitzhak

“Our community is strong, it overcame the difficulties during protective edge by working together”

Sderot “By postponing my army service for one year and dedicating the time to the city of Sderot, I know my direction is community service for the rest of my life”

GENERAL COMMENTS

• “JNF can do things faster than any other organisation”• “Paradise can turn into hell in a matter of seconds”

Marketing Strategy

• The Teams understanding of their concept:Changing the paradigm of communities under threat,

to communities who are thriving and want to grow.

KKL – JNF were on the ground during Protective Edge, and undertook work very quickly to help the communities with what they needed. KKL – JNF is the best partner because they make things happen.

Marketing Strategy• Strength:• The projects in the Gaza Edge communities are essential• 21st century Zionists/Chalutzim• Jewish values of taking responsibility for each other and for

the Jewish People• The communities see KKL in a very positive light, and want to

work with KKL• Weakness:• The emotional message regarding the Gaza Edge communities

has been overused• Difficult to express the message when you are not ‘on the

ground’

Marketing Strategy

•Opportunities:•Utilising the people who live in the communities to sell the message•Showing another side to Gaza Edge communities other than the security situation•Hearing the communities talk about KKL – JNF in a positive way is good for our donors to hear•Threats:•Will the project exist in the long run?•Donors are afraid to visit the projects

Market Analysis• Target market(s):• The market we are targeting mainly for adults, 40+• This campaign could be used to bring in new donors, who care about

Israel, but may not have donated in the past. This campaign provides donors with a framework to make a difference.

• Distinguishing characteristics of the market(s):• Marketing the message will be via a focused campaign. This could include

an appeal, a dinners or one to one meetings.

• Size of the market(s): BIG – this campaign is relevant to most of the JNF donor market

Branding

• Your clear, unique message:From Red (Code Red) to Green (Environmental) – these are not

to be seen as communities at risk, rather strong communities that want to grow

• The emotional connection to your target audience(s):

Communities overcoming their difficulties and challenges

• Motivation of your audience(s) to donateTo support communities that are the defenders of the southern

border of Israel

Branding

• Development of audience(s) loyalty• In order to catch the eye of the target audience, we

need to make our video accessible through various channels; Youtube, Web pages, Facebook (also via tagging), and other social media relevant to JNF offices

• The video is made up of people from the community providing a genuine message

Promotion

Highlight the specific promotion platform the team has chosen to develop

•Video•Inspirational speakers from the area•Opportunities to visit the communities; Missions, JNF donor tours, part of school/shule/Birthright - Masa visits

Proposed Projects

Netiv HaAsara

•Preparation of land for new houses•Developing new agricultural land•A natural facility for a lookout over Gaza•Dune park for children•Tourist information centre with a library, museum and archive

Proposed Projects

Sapir College

•Board Walk from Sapir to Sderot, for pedestrians and cyclists•Board Walk from the train station to Sapir for pedestrians and cyclists•An ampitheatre to be used by the residents of the region

Proposed Projects

Nahal Oz•Refurbishment of an existing reservoir and building of a new reservoirGeneral Projects for Gaza Edge Communities•Continuation of security planting•Provision of additional portable shelters

A member of Kibbutz Alumim says to a

member of Kibbutz Nirim