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Marketing2 Jewish Community


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Portfolio of Marketing/Social marketing to the Jewish Community

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Marketing2 Jewish Community

  1. 1. Strategic Marketing Targeting the Jewish Community Yoni Mozeson [email_address] 052-607-6981 US line- 718-838-1554
  2. 2. CAREER HIGHLIGHTS: - Award-winning Creative at major advertising agencies like Ogilvy, producing campaigns for Fortune 500s like American Express, Citibank, Duracell, Apple, Smith Barney and P&G - Partner at boutique Marketing/Social Marketing agency specializing in Tech/biotech and Major Jewish Organizations - Director of Marketing at Israeli high-tech start-ups
  3. 3. This campaign helped MASA secure increased funding by highlighting the urgency of their mission on behalf of American Jewry The campaign targeted JAFI, Jewish Federations leaders, and vital influencers within the Jewish community
  4. 6. This recruitment campaign attracted record-numbers of former Birthright attendees to sign up for long term MASA programs
  5. 9. This ad ran once in the New York Times. It was denounced by the White House and the Government of Israel. A prominent American Jewish Newspaper featured it on the front page, calling it “The Ad That Shook the Middle East” Several weeks later, on the insistence of the US Congress, the President reneged on sending US troops to the Golan Heights as stipulated in the Oslo Accords
  6. 11. Perhaps the longest-running ad for a Jewish Organization. This has unfortunately kept the domestic abuse hotline busy for over 15 years while serving as a major image campaign for fund raising and attracting State funding
  7. 13. During the dark days of the Intifada , these ads raised millions for Israel Emergency Solidarity Fund - which later became One Family
  8. 17. Yeshiva College and Stern College for Women needed a highly sensitive recruitment brochure to attract newly observant students to their “Mechina” program It covers everything from students’ concerns that it won’t be chilled enough to parents’ fears that getting “religion” means your children won’t get a job
  9. 19. A leading Israeli post high school Yeshiva found their recruitment efforts hampered by the lack of a unique message. Strategic research not only pinpointed their major strength, it identified a benefit which resonated well with High School seniors. This old vs. new website was part of a strategic campaign of viral videos, social marketing and recruiter training.
  10. 20. Old website New website
  11. 21. This video positioned Mechinat Yeud’s 1 year old program in the crowded arena of Israeli post High School Yeshivot for boys To get heard, we bucked the trend of fast-cut videos, promising everything to everyone. Opting instead to strategically focus on the stark differences between Yeud and its competition. The story is delivered by one articulate student who is not afraid to tell it like it is. Watch this 58 second clip .
  12. 22. Click on the photo to play
  13. 23. These ads were the cornerstone of the launch of Nefesh B’Nefesh in the US and Canada. They were accompanied by a video featuring the new theme line: “Live the Dream” and a Virtual Pilot Trip on the NBN website
  14. 26. further about what you are doing. Yoni Mozeson [email_address] 052-607-6981 US line- 718-838-1554 Strategic Marketing Targeting the Jewish Community