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Biennial 2010 Marketing and Communications Awards

Biennial 2010 Marketing and Communications Awards

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Published by: JCCAssociation on Mar 17, 2010
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JCCs of North America
2010 JCC Marketing & Communications Awards
BRAND IMPLEMENTATION STRATEGY
PARAGON AWARD
Asheville JCC, Asheville, NC
Camp Ruach Rebranding 
President: Eric SchefferExecutive Director: Heather GoldsteinChair: Fred StichelWe developed the tagline "Find Your Friends Here," for our summer day campas a complimentary concept to "You Belong Here" that has become so familiarin our marketing materials. We also developed a new logo, featuring two camp"buddies" that appear on t-shirts, temporary tattoos, flyers, advertisements,and brochures, and we created two life-sized cardboard figures that appearedaround camp throughout the summer.
CROSS-SELLING JCC PROGRAMS & SERVICESCAMPAIGN
PARAGON AWARD
Jewish Community Alliance, Jacksonville, FL
Our Thank You Gift to You – Value Pack 
Board President: David MillerExecutive Director: Myron FlagerChair: David MillerWe developed a cross-selling coupon packet as a promotion for new membersales. Each department offered a discount for one of its programs or services.The total value of the offers is $280. As membership staff learns about theinterests of the new members, they encourage these members to use thecoupons.
DIRECT MARKETING CAMPAIGN
PARAGON AWARDS
JCC of Indianapolis, Indianapolis, IN
Advecor New Member Recruitment Campaigns 
President: Michael Rubin
 
Executive Director: Ira JaffeeChair: Rick WeissOur three recruitment campaigns concentrate on a 5-mile radius around theJCC. Advecor’s analysis of our membership data and ability to match thesedemographics to those of households in the area allowed us to deliver ourmessage directly to qualified households. Mailings were sent to 15,000 selecthouseholds. Our cards were designed to be bold, welcoming and fully branded.Our photos reinforced our message: “we’re open to everyone” and “somethingfor everyone.” The 4-week promotional offers included free personal trainingsessions and a discount on enrollment in a class or program. These offers wereintended to engage new members immediately upon joining and to "upsell" newmembers by encouraging participation in other programs.
Kaplen JCC on the Palisades, Tenafly, NJ
New Member Acquisition 
President: Robin MillerExecutive Director: Avi LewinsonChair: Iris WormserOur facilities are undergoing major renovation, and we have recentlyrestructured our membership categories. In order to inform our members andthe greater community of this, we implemented a direct mail campaign topublicize the changes and to encourage them to join at this time at reducedrates.
Mandell Jewish Community Center, West Hartford, CT
Join. Save. Win. Fall 2009 Membership Campaign 
President: Brian NewmanExecutive Director: David JacobsChair: Brian Newman“Join. Save. Win. Live Healthy, Eat Well & Save Money.” The fall 2009membership campaign included personalized direct mail pieces to about30,000 households, web banner ads, ten days of 60 radio commercials (voicedby Jayne Saffer Rotter, member/mom of three and former network TV anchor)on WTIC AM and FM with web banner ads on the station's website, giveaways toJCC cultural programs in the fall, and a Jewish high holiday giveaway atConnecticut's only Kosher supermarket - The Crown Market.
Omaha JCC, Omaha, NE
JCC Membership Promotions via Direct Mail Market 
President: Kimberly RobinsonExecutive Director: Jeffrey AizenbergChair: Kimberly RobinsonThe Omaha JCC has embarked on a direct mail campaign. Six differentpromotions were mailed to 5,800 residents in the surrounding zip codes over atwo year period. We sought to communicate to residents that the JCC is opento the entire community, has outstanding fitness and aquatic facilities, and thathigh quality programs and services are offered for members of all ages.
 
Sabes JCC, St Louis Park, MN
Center for Jewish Arts and Humanities Seasons 
President: Robin NeidorfChief Executive Officer: Stuart WachsFounded in 2007, the Robert and Janet Sabes Center for Jewish Arts andHumanities is a destination for the celebration of Judaism and an activeparticipant in the diverse cultural life of the Twin Cities. We run the followingprograms: the Minneapolis Jewish Film Festival, Theater Or, Tychman ShapiroGallery, and Jewish Journeys cultural series. Our direct marketing campaigninvolves both overall Center marketing and specific programmatic marketing;all materials maintain the same language for the Center for Jewish Arts andHumanities.
E-NEWSLETTER
ICON AWARDS
Capital Camp & Retreat Center, Rockville, MD
Virtual Oneg 
Chair, Board of Directors: Kay D. KlassPresident & CEO: David M. PhillipsChair: Josh Fidler & Kay KlassThe “Virtual Oneg” is an e-newsletter that is sent to our seasonal camp staffthroughout the year.
JCC of Mid-Westchester, Scarsdale, NY
SPIRIT - Westchester 2009 JCC Maccabi Games e-news 
Board President: Marjorie MillerExecutive Director: Stephen YoungChair: David MillerA periodic e-newsletter developed for the Westchester 2009 JCC MaccabiGames to keep community members up-to-date on progress of the games, andto reach out to the community encouraging them to participate as volunteers,hosts, donors and spectators.
PARAGON AWARDS
JCC of Greater Baltimore, Owings Mills, MD
J-Watch, Arts & Milldale e-blasts 
Board President: Eric NislowExecutive Director: Louis Buddy SapolskyChair: Marty CohenWe use our e-newsletters as a way to push certain programs to either a broador specific demographic. Once a month we send out a J-Watch to our entire list.It shows the breadth of programming that we offer each month. This summerwe started emailing our Camp Milldale parents every week and now we do it

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