Challenge:
Prepare Jewish Community Center-sponsored day camps to market to an increasingly diverse population and in a changing competitive landscape.
Fresh Perspective:
- Challenge assumptions about changing demographics and the role of Judaism in the day camp value proposition
- Incorporate brand messaging best practices into non-profit-led camp story
Authentic Approach
SEEK OUTSIDE PERSPECTIVE
- Audited existing marketing approach of JCC-sponsored camps and competitors
- Interviewed camp families to understand the purchasing decision process
- Visited a camp during the summer to immerse ourselves in the camper experience
- Synthesized the learnings into a brand messaging platform
INFUSE NEW THINKING INTO BRAND STORY
- Infused marketing message with examples of Jewish culture and values vs. religion
- Differentiated JCC-sponsored camps as providing an authentic camping experience
- Connected summer day camp to the JCC mission and showed parents how they’re supporting the broader community
Meaningful Impact
- Gave leadership confidence to sell what they do best
- Consulted with several New York JCCs on projects ranging from marketing plans and mission/vision/values to video scripts and media relations
- Presented findings to UJA Federation of NY leadership and regional groups
- Invited to speak to a national audience at the Jewish Community Center Association Biennial meeting
