Jewish Marketing 101 – Choosing between Print or Online Marketing to the Jewish Market

Jewish Marketing 101 – Choosing between Print or Online Marketing to the Jewish Market

Reaching the Jewish marketing in print and online

Reaching the Jewish customer used to much easier. You put an ad in the paper and usually you had success. That way of thinking has gone the way of  The New York Sun print edition – it’s become outdated, unnoticed, and simply unnecessary. But don’t think print marketing isn’t still valuable; on the contrary, for the Jewish market, print may still be the strongest option for getting Jewish clients. Here’s a marketing and Jewish market exploration into Why Print and Why Not Print?

Why Print?

The Jewish market will always have Sabbath (Shabbos/Shabbat). The fastest growing denomination of Jewry is the Orthodox market (link) and this is a market that turns off all iPads, iPhones, TV’s and computers in favor of relaxation and reading. Print advertising is the top method for reaching a market with complete attention span for a dedicated amount of time. There are currently more than three dozen print media outlets (both newspapers and pennysavers) that serve the Greater New York Jewish community, a well above average number (and overly disproportionate to the size of the New York Jewish community) and testament to the vitality of print media to the Jewish community. Furthermore, the Ultra-Orthodox market has recently protested overuse of the internet due to morality standards so print marketing is generally the best and only way to promote successfully to their market.

The original social network: Synagogue – Jews are no strangers to social networks. For thousands of years, Jewry has been a close knit, often “clique-ish” and isolated community that relied on their networks to do business, buy goods, and create opportunities – they had their own social network for generations. The synagogue is the original hub for Jewish social networking – simply look at each community’s Yahoo “shul group” membership and responses rate to see how important – and as such, anything that was discussed in person, with an offline component such as a newspaper clipping, flyer, coupon, or ad, was of great value. Although the Jewish market is constantly involved in web, digital, and mobile applications, there’s always an inherent return to the old ways of doing business by word of mouth and through Jewish social networking. Although online and social marketing is a valuable supplement, print advertising and offline marketing is one of the most basic tools that the Jewish community has always been attracted to.

Why Not Print?

We’re All Connected. Finally. – The Jewish market has never been slow to change and adapt. Facebook, Google, Twitter, and Yahoo have all been embraced for their speed, connectivity, and usefulness in connecting Jewish ideas to new Jewish markets. Although the Orthodox market is the fastest growing, the non-religious and unaffiliated Jewis market still remains the largest (Facebook and Google were both founded by Jewish but non-affiliated innovators). Since the Jewish market is extremely small, connecting to Jewish communities and people in diverse regions of the world make online marketing and presence extremely important. Measureable – Online media is much more measurable than print media and, without question, is growing faster than print marketing. In fact, print media responses requires a conscious, purposeful “next step” such as calling the number, visiting the store, arranging a consultation, etc., let alone an actual purchase. Online marketing only needs a “click” to be redirected to all the information, feedback, price, and benefits one can need before buying, which is much easier than other ways. Furthermore, not only is the chance of purchase much higher, the advertiser now has a nice amount of information on his customer and his marketing – depending on privacy settings, they know age range, geographical location, where they browsed, when and where they clicked, and how long they spent deciding on a purchase or not. Remember the line from John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”? Through online marketing, you can finally see what you’re wasting.

Instant Response by Email –Be it a Groupon daily offer, breaking news e-mail, or a dedicated stand alone email blast, email marketing offers the opportunity to reach your market instantly and on your schedule. Although the Jewish market is reached no differently by email than American consumers, they do have a dedicated Jewish email marketplace (Negev Direct has a Jewish philanthropic postal mail marketplace as well). Starting with Groupon-style Jewish/Kosher daily deal options,, Jewpon, Kosher Kouponz, and Yipit are some of the top Jewish daily deal sites with large email lists. Axiom33 and Sephardic Daily Blast are two dedicated email marketing options that target specific ethnic groups, such as Jewish women and Sephardic Jews respectively. And, of course, the top Jewish news outlets in the nation, such as The Jewish Week, The Daily Forward, and Jewish Journal of Los Angeles, all have dedicated email lists of their readers as well as print, web, and social media components all tied into one. There are instant ways to reach the Jewish market – choosing the right one requires an expert in the Jewish segmenting, though.

Overall, the best solution when deciding between online and offline/traditional forms of marketing to the Jewish market is to obtain an expert in the Jewish market and in marketing/social media. By navigating your choices better, you’ll see more success no matter which direction you head in!

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Jewish Marketing 101 – Why Non-Profits Should Consider Outsourcing

Jewish Marketing 101 – Why Non-Profits Should Consider Outsourcing

Jewish social media outsourcing
Reposted from Third Sector Magazine

Why Not-For Profit’s should consider outsourcing

Wed, 12 October 2011

Outsourcing is becoming increasingly popular in the not-for-profit sector as it allows associations, charities and other not-for-profit organisations to benefit from the expertise of specialists when they need them and at rates they can afford.

Outsourcing refers to contracting the skills of a company to fulfil an organisation’s needs and allows them to take advantage of experts that they do not have, or cannot afford, internally. This may include marketing, graphic design, organising conferences and events, secretariat services, publishing, marketing or finance.

Outsourcing is a cost-effective way for not-for-profit (NFP) organisations to achieve their organisation’s goals and keep within their budget.

Findings from The Outsourcing Institute’s most recent study, which surveyed 1,410 members, found that reducing and controlling costs is the most common reason organisations choose to outsource. With a limited budget NFPs often can’t afford five or more employees to fulfil their organisation’s marketing, graphic design, editorial, secretariat and event needs; and it’s difficult to find one person with skills in all of these areas. However, outsourcing allows NFPs to draw on the skills of specialist departments with differing areas of expertise for often less than the cost of hiring one internal employee. Depending on a NFPs needs outsourcing can be the equivalent of employing ten specialists for less than the price of one.

Not only is outsourcing more cost effective than hiring staff internally, it can also result in a great level of efficiency. With access to teams of experts in a range of fields, organisations can enjoy a more professional standard of work, which can improve efficiency, the image and reputation of the organisation, and increase member/donor support.

CEO of The Institute of Hospital Engineers Australia Greg Bondar outsources their member magazine to Third Sector Services. He says “I am of the view that specialisation is the key to productivity and effective cost management, hence why do what others do better?”

The Australian Counselling Association (ACA) CEO Philip Armstrong also outsources their magazine to Third Sector Services and says “The journal in its ten year history had reached its optimum in relation to delivering a peer reviewed journal to members that was produced internally by the association. To go to the next level and compete internationally in design, content and layout with other similar journals it needed the expertise of professional publishers as this was not and is not the expected strength of ACA. Therefore an external publisher was sought to take the journal to the next level.”

The Outsourcing Institute’s research shows that the second most common reason organisations outsource is that it allows them to focus on their key objectives, which can increase their effectiveness and improve member/donor satisfaction.

Outsourcing allows an organisation to focus on what is most important to the running of their association, society, institute or charity – whether it is advocacy, governance, pleasing members or fundraising.

Additionally, outsourcing allows NFPs flexibility which is not achievable when hiring someone internally. Outsourcing allows organisations to access professionals when and only for as long as an organisation needs them.

“Without sounding gratuitous, the services provided Third Sector Services are both professional and friendly, and very flexible,” admits Bondar.

By decreasing costs, improving the quality of an organisation’s offerings and allowing NFPs to focus on their core objectives, outsourcing is expected to continue to rise in popularity as the smarter choice for NFPs.

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Jewish Marketing 101 – The popularity of Jewish Heritage Nights (in all sports)

Jewish Marketing 101 – The popularity of Jewish Heritage Nights (in all sports)


Re-posted from the Jewish Exponent

And Here’s the Pitch

August 17, 2011 – Michael Elkin, Arts & Entertainment Editor

Mosaic by Jonathan Mandell/Fine Art Mosaics

Baseball and beer. Baseball and red hots. Baseball and bragging rights.

Baseball and — Jews?

It’s not such a seventh-inning stretch; in fact, say many, it is — like Roy Hobbs himself — a natural.

Maybe even biblical? “In the big inning” is the genesis of an old joke that goes back possibly to when the earth was created. Or, at least, to the beginnings of baseball some 165 years ago.

Interviews with scores of Jewish baseball fans provide a scorecard of hopes, dreams and history tying religion and the sport together — even years after iconic pitcher Sandy Koufax, whose refusal to pitch on Yom Kippur during the 1965 World Series placed him on a Jewish pedestal instead of a mound.

Balladeer Chuck Brody (left); the Elliott Cooper Hall of Fame: unlike the current Phils’, this one’s in the basement

Rabbi Rebecca T. Alpert has adored the game for decades and has long been considered an expert on Jews and baseball, having written many articles on the topic. It was, therefore, no wonder she was chosen as one of the “stars” for director Peter Miller’s acclaimed documentary,Jews and Baseball: An American Love Story, a romantic rondelay featuring such legendary Jewish players as the late Hank Greenberg and, of course, Koufax.

Alpert, associate professor of religion and women’s studies at Temple University, isn’t just coming out of left field when talking of a spiritual tie between fan and phenomenon (although Out of Left Field is the title of her recently released book, focused on the history of Jews and blacks in baseball).

She sees parallels between Jews observing Shabbat and serving as spectators of the sport itself: “Both Shabbat and the game have a sense of timelessness, of being in a different space; there is no clock” as time goes by, and by its own rules, she says.

And then there is the parallel to the Jewish calendar, she says. The season begins with spring training at Passover time “and winds down around the High Holidays,” a time when Jews deal with the Big Picture — which, for baseball fans, translates into their own frame of reference: The World Series.

Kristen Kreider (left), with some hit merchandise at the Museum Store; Zachary Pelta-Heller and Anna Forman-Greenwald making a new home for themselves after marrying at home plate at the Park in 2006.

Which brings it all home to home plate at Broad and Pattison: Considering that the Phitin’ Phillies are at the top of their game, are they the Chosen Players this year?

She laughs: “Well, we’ll find out soon, won’t we?”

Soon enough — which may explain why Jewish Heritage Night, this year presented by the Jewish Federation of Greater Philadelphia, pitting the Phils against the Arizona Diamondbacks on Aug. 18 at Citizens Bank Park, has been sold out for weeks.

Citing the city’s “incredibly active and vibrant Jewish community,” Michael Harris, director, marketing and special projects for the Phillies — and Jewish himself — says that “adding a Jewish Heritage Night to our promotional lineup was a very easy decision, and its popularity has dramatically increased each and every season” since starting four years ago.

Jeff Zaslow

Fields of dreams play out in many ways for baseball’s most ardent Jewish fans. Philadelphia native Jeff Zaslow, columnist for The Wall Street Journal and a best-selling author (The Last Lecture, Highest Duty), is a veteran of the baseball scene: Zaslow spent college summers as a vendor hawking hot dogs in the upper reaches of Veterans Stadium.

“Maybe Jews love baseball in part because it feels like Judaism,” he contends. “It is a mix of both rules and interpretations. The rulebook of baseball is set in stone, like the Ten Commandments, but then you’ve got the umpire, with discretion over balls and strikes, what’s fair or foul, and the play-by-play guy offering commentary from the broadcasting booth.

“There’s also a lot to argue about,” he says. “Jews like that.”

Michael Rosenzweig

Michael Rosenzweig has a history with baseball, too. The president and CEO of the National Museum of American Jewish History on Independence Mall — whose Museum Store itself is a wealth of Jewish baseball merchandise — thinks the sport fits like a glove with the Jewish sense of time and place. “The rhythm of baseball is relaxed compared with other sports, allowing fans time to reflect and think, to contemplate managerial strategies and, of course, to schmooze with others without missing anything important.”

And when it comes to numbers, “Jews also love deep statistical analysis — it’s a kind of pilpul,” he says of the give and take akin to interpretations of the Talmud among scholars.

But how many fans find music in the crack of the bat? Chuck Brodsky does — and the Philly-born folkie has gone on the record about it. “The Baseball Ballads” is just part of his oeuvre of odes devoted to baseball. (“Subtotal Eclipse,” his latest CD, has three songs about the sport.)

“Aside from God and my family,” he vows of the Phils, “there isn’t anyone or anything I’ve loved or stayed connected to as deeply or for as long.”

It’s a long drive from his adopted home down South, where “I watch most Phillies games on my laptop down in North Carolina.”

His best baseball moment? Performing his baseball songs in 2006 at the Hall of Fame in Cooperstown “and while there getting to meet Dick Allen.”

He says his song, “Letters in the Dirt,” is about the way Allen, the former Phillies All-Star and his all-time favorite, used to get booed at Connie Mack Stadium. “It was fun to meet him and personally give him a copy of ‘The Baseball Ballads’ ” with its song about him.

In the Southampton home of Elliott Cooper, the only thing missing is a case of Crackerjack — but that’s only because the longtime baseball buff may not have room to store the toy inside.

His basement, lovingly known as the Cooper Hall of Fame, is filled to the bleachers — there are even a couple of seats from the old Connie Mack Stadium — with memorabilia and memories.

A retired librarian with a shelf full of knowledge, Cooper has a handle on the sport’s numerical appeal: “You can go to a game, relax, eat and get into the strategy, mentally, and forget your troubles. When the runner gets to third, think of the 17 ways he can score — a great trivia game.”

Mary Bernstein

David Tilman may be part of the trivia game answer to “How many chazzans have played for the New York Mets?” He was a member of the 1975 Mets Dream Week Team of wannabes.

“Baseball is the only sport where the ball is put into offensive play by the leader of the defense; the pitcher is at a decisive advantage,” something that, says Tilman, Jews can relate to for its ” ‘underdog’ status.”

Underdogs can rise to the top, says Mary Ellen Bernstein, vice president of Hillel of Greater Philadelphia and overseers chair of Hillel at Temple U., explaining one of the reasons she enjoys the sport and its history.

“Baseball players, like Jews, have overcome so much: Anti-Semitism and racism were very much a part of baseball early on,” as documented in Jews and Baseball, “and baseball players overcame it, just like Jews have overcome so much,” she says.

But not every Jew loves baseball. And, indeed, there are some places where it slides under the radar. Take Israel, for example, where the Israel Baseball League lasted just one season in 2007.

Oren Liebermann, a CBS3 general-assignment reporter — with dual American and Israeli citizenship — claims to understand why baseball was outta there so quickly. “The simple answer,” he says, “is because baseball isn’t soccer and it’s not basketball. As much as Jews love baseball, it seems to be only American Jews, not Israeli immigrants like my parents.”

Oren Liebermann

But back in America, it’s a match made in heaven for many. Indeed, Citizens Bank Park has been the site of on-field Jewish weddings, with the chupah at — where else? — home plate. “Citizens Bank Park is a perfect place for engagements as long as you are both Phillie Phanatics and want to share the experience in front of 43,000 of your nearest and dearest,” says Monica Mandell, director of an upscale matchmaking firm.

Monica’s own love match — husband Jonathan of Fine Art Mosaics — has had his own long honeymoon with the Phillies — and the stadium; two of the artist’s mosaics have been installed there (one of the park itself, pictured on this week’s Exponent cover, the other of former Phillies hero Jim Thome, both commissioned by the team).

Baseball obviously is not just a kid’s game — noted by the grown-ups purchasing the popular Jewish Major Leaguer trading cards developed by Martin Abramowitz, called the Boston company’s “part-time president, CEO and file-clerk.”

But baseball does have a child’s appeal to it. Just ask Simon Jack Katz, 4, who recently saw a game with parents Jennifer and Michael of Philadelphia.

His knowledge of baseball is simple, to the point — and accurate: “The Phillies hit the ball and the bad guys don’t catch it.”

He adores the game and when you’re in love, the whole world’s Jewish. Which may explain why, when asked his favorite Jewish Phillies baseball player of all time, he said without hesitation:

“Ryan Howard!”


Theirs Is a ‘Star-Spangled’ Heritage Night

Take them out to the ball game?

Oh, Laura Warren and Danielle Lichter will be there; the game couldn’t start without them.

Warren, 20, and Lichter, 17, will be singing “The Star-Spangled Banner” to open Jewish Heritage Night on Aug. 18, at Citizens Bank Park. The honor is their prize for winning “Israel: A Song in Our Hearts,” the contest that was part of Israel 63 Independence Day celebrations presented in May by the Jewish Federation of Greater Philadelphia on Penn’s Landing.

Laura Warren and Danielle Lichter

Oh, say can you — sing? “I have been on stage since I was very young,” says Lichter, a senior at Central Bucks High School East, acknowledging that “I would absolutely love to be a singer for my career when I’m older.”

It is all a star-spangled sensation to appear before a Phillies game since she and her family are Phanatics for the team. It is not the first time she’s handled the national anthem — she performed it three years running at Sixers games — but not before a sold-out crowd of some 43,000 expected at Jewish Heritage Night.

And to do so because she won the Israel 63 contest is in tune with her pride in Judaism: “I love to be involved in my synagogue’s community and any Jewish community activities that I can.”

Warren waves the flag, too. “Not only does this experience combine my love for music and my religion, but it also brings together my feelings of patriotism for our country and my love for the Phillies!” exclaims the sophomore at Reading’s Albright College, who previously performed the national anthem at Villanova University, at 9/11 commemorative ceremonies.

Both young women proudly hold a vision of a future filled with music. Warren’s dreams warrant a shot at “American Idol” or “The Voice,” but “it doesn’t necessarily matter which show or how,” she says, “as long as I am able to have a positive impact on people with my music.”

Concurs her “Star-Spangled” singing partner, an “American Idol” hopeful: “But first I want to go to college for musical theater and work on my singing career,” notes Lichter. “But as long as I have music, I will be happy!”

Henry Isaacs


Jewish PR 101 – Posting on Shul Lists? Here’s how to write your post correctly…

Jewish PR 101 – Posting on Shul Lists? Here’s how to write your post correctly…

Jewish PR 101 – Posting on Shul Lists? Here’s how to keep readers attention…

Jewish PR 101 – Posting on Shul Lists? Here’s how to keep readers attention…

Jewish PR 101 – Posting on Shul Lists? Check out how to write it…

Jewish PR 101 – Posting on Shul Lists? Check out how to write it…

Re-posted from

Like we mentioned in the previous post, marketing to the Jewish community through community email listservs has become very popular (mainly because it’s free). Yet standing out from the mass amounts of emails is a challenge. If you read the previous post, you’ll understand how to handle reader’s short attention span. Now, we’ll deal with how to keep that attention span focused on YOU and how to take them to the NEXT STAGE.

Web Copywriting Tips:

How to Keep Your Reader on the Page

In the previous article, I covered the 3 Keys to Handling Today’s Short Attention Span.

In this article, I’ll cover several ways that you can format your web copy to adhere to the three keys listed above and keep your website visitor’s attention long enough to get them to take action.

* Using headings and subheadings

There are three primary ways that you can effectively use headings and subheadings on a web page:

They tell a story…
They build excitement…
They act as compass “waypoints” in your copy
Headlines that tell a story

What if your reader only read the headings and subheadings in your copy? Would he or she get all the information they needed to make a decision?

You’ll see that longer sales pages or landing pages will often use this technique. For example:

At first I didn’t believe it was true…
Then, I saw the results of our first test…
And our second test was even better…
Now, I’m convinced…
In between each of the above subheadings will be one to three paragraphs that offer convincing evidence that the subhead is credible, and builds on the unstated promise that “you can get these results, too.”

* Headings that build excitement

The example above manages to build some excitement as it tells a story. You can also build excitement by highlighting the key emotional benefits of your product in your subheadings.

For example:

Why women won’t stop staring at you
Feel confident in any situation
Spend your time at the beach, and let the paperwork do itself
These types of headings speak directly to the core desire of the reader, while also offering a promise that your product will fulfill that desire. When we speak of “benefits,” we’re talking about the ways that your product fulfills the core emotional desires of your prospects and customers.

* Headings that act as compass waypoints

This article is an example of the compass waypoint subhead. Each subhead acts as a marker, or pointer for a specific point. Readers can quickly scan the subheads until they find the specific point or tip that will help them the most.

* What to do after each heading or subheading

There are very clear guidelines about what works and doesn’t work with online or web copy.

Short, snappy paragraphs. Keep each paragraph to no more than three sentences. In spite of what your English teacher taught you, one-sentence paragraphs are not only acceptable, they’re often preferable online.

Focus on the first sentence. Because we scan online, make the first sentence of each section and each paragraph count. Restate a benefit in another way, or make a strong point that steers them toward your call to action.

Vary your sentence length. In terms of readability, your copy will be more interesting when you vary your sentence length. Some sentences are short. Some are much longer. And, yes… you can begin sentences with “And.”

Build on the subhead or headline. If your subhead states a benefit, use the next couple of paragraphs to offer proof that the stated benefit is believable. Be brief, factual, specific… all while maintaining the emotional tone of your stated benefit.

Lead to a call to action. Your copy should lead to a call to action. Connect with their core desire, amplify the desire with clear benefit statements, offer a solution with sufficient proof that your solution works, and give them an easy way to follow through.

* Putting it all together

Every web page on your site should have a compelling headline that identifies with your reader’s core desire and offers some kind of promise of fulfillment.

Your subheadings strengthen the emotional bond created by the headline and lead them to want to believe you.

And the body within the subheadings amplify the desire, strengthen the promise, and lead them to the conclusion that you can fulfill the desire.

Henry Isaacs