Social Media and Marketing Strategy

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Overview

Role: 
Coaching/Implementation Assistance
Estimated Time: 
To be determined
Project Duration: 
To be determined
Adath Israel
adathisraelsf.org

Scope & Deliverables

Adath Israel is a traditional Jewish community that is undergoing a transformation from a 20th century social club to a 21st century community. The Wall Street Journal profiled our community in 2010 and showed how a new approach to traditional Jewish practice has reinvigorated what was a declining congregation of elderly Holocaust survivors: http://goo.gl/GptSvr.

The goal of this engagement is to build our brand (brand priorities have been developed by the Board over the past year) and market our programs to the young families who are our primary audience. To engage with young and mostly secular Jews with programs specifically geared to their needs, we need to master the tools of social media, web and email-based communications.

Currently, Adath Israel has a website built on a standard CMS (Joomla 2.5), a membership and general email distribution list built with Mailchimp, and a Facebook page. The Rabbi has an official Twitter account. These tools are currently poorly integrated and poorly exploited for marketing and community building.

Therefore, the deliverables include:

  1. Assessment: Review Adath Israel’s existing communications efforts (web, email, and social media).
  2. Workshop: Meet with key stakeholders to assess their communications goals and determine optimal improvements based on the congregation’s ability to implement.
  3. Implementation: Assist with seamless integration of Twitter and Facebook into existing media including the organization’s emails, website, and paper marketing materials.
  4. Training: Teach staff (of varied levels of technical and social media savvy) the best practices of using Twitter, Facebook, and MailChimp, both how to use them and why it’s important to the congregation.
  5. Documentation: Create simple instructions for entering updates on Twitter/FB/MailChimp.

Organization Description

Adath Israel is a vibrant, eclectic Orthodox community based in San Francisco’s Sunset District: a place where traditional Judaism is meaningfully and seriously integrated into an individual's contemporary life.

Eclectic = diversity is embraced and people comfortably express wide-ranging religious views
Orthodox = striving to live one's life according to Jewish law and custom
Community = a significant number of families who share common values

Project Results

Our staff and volunteers need to master the tools used to build such communities: social media, creative branding, and effective market research. This project will allow Adath Israel to become a community that is accessible and welcoming to a younger generation whose lives are completely intertwined with and dependent upon their social media activities.

Required Skills/Experience

Fluency in social media including Twitter and Facebook; understands basics of the Jewish calendar, Jewish customs, and denominational differences; works well with people of varying experience and comfort with web 2.0 technologies; able to explain marketing concepts; understands branding and marketing for the under-40 crowd.