Branding and Messaging Strategy Advice

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Overview

Role: 
Advice
Estimated Time: 
To be determined
Start Date: 
Preferred timeframe - start within next four months.
Collaboration style: 
Set own schedule. Volunteer in-person & remotely. Work closely with lay leadership & professional staff.
Jewish Gateways
jewishgateways.org/

Background

Jewish Gateways has expanded its programs in response to participant requests, and must update our branding and messaging to reflect our changing organization and purpose. We are designing a new, unfamiliar model, so most people assume we are a synagogue. We must find positive, exciting, easily understandable ways to present what we ARE, and are becoming, plus the significant need we're meeting, rather than explaining our mission in terms of NOT being a synagogue. Our current website is a start, but we are looking for help crafting a focused, easily stated “elevator pitch,” explanations of our unique value propositions, and a new tagline that more accurately reflects these. Key audiences for these messages include: mainstream Jewish community, current and potential participants, current and potential supporters and donors.

Scope

1. Review of current brand strategy and messaging
2. High-level recommendations to more effectively position the organization
3. High-level recommendations on how to consistently articulate key messages
4. High-level recommendations on tailoring messaging for various communication channels (e.g., email, website, ads, printed collateral, social media, verbal presentations)

Project Results

Updating and clarifying our brand, including elevator pitch, value proposition, audience, tagline and messaging, will enable us to better communicate what we offer and the needs we meet. We reach hundreds of Jews and their families who have not found meaningful ways to connect to Jewish tradition and community, so improved messaging is key to our effectiveness. It will also help us increase our visibility in the mainstream Jewish community, which is crucial for building support for our work.

Organization Description

Jewish Gateways, located in the East Bay, welcomes all who wish to explore Jewish wisdom, spirituality, and celebration. We work together to create an open and inclusive community in which each individual and family can pursue personally meaningful Jewish pathways.

Required Skills/Experience

Needed: Brand development, messaging, marketing.
Desirable: familiarity with both mainstream and less connected Jewish populations.