Brand Strategy Session
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Overview
Background
J. is in the final stages of a major digital relaunch that will increase traffic, reach, impacts and revenue and set the stage for J.'s ongoing growth in the fast-changing digital medium. With the J.’s website relaunch underway, we need to assess and upgrade our brand positioning and language in order to fully realize the re-launch's potential to serve our larger Bay Area Jewish community.
Scope
We seek a consultant to lead a 2-hour brand positioning session with the goals of:
1) Gaining consensus on the J's repositioning as a print AND digital news outlet
2) Generate solution(s) on how to deal with the name of the print and digital publications
3) Generate appropriate tagline(s) which work with both print and digital publication
Total project hours - 4
1 hour meeting prep
2 hours meeting facilitation
1 hour meeting summary & recommendations/decisions
Project Results
It will enable J. to position itself in a more contemporary manner to modern, digital, diverse audiences. We will reach those audiences more effectively and have deeper impacts on their lives as Bay Area Jews.
Organization Description
J. is a 120-year-old news organization serving the Jewish community of the Bay Area and Northern California. J. has a weekly print circulation of 17,000, a website that draws 100,000 readers monthly, plus an email newsletter and Facebook and Twitter accounts that reach another 10,000-20,000 individuals weekly.
Required Skills/Experience
Marketing/Brand Strategy expertise
