Transcript Supporting disadvantaged populations

KKL-JNF World Marketing Conference
January 2015
Supporting Disadvantaged Populations
Group no. 5
Team Members: Karen Bress, Yehuda Lang, Maryse Hazan,
Karine Carmona, Freddie Rosenberg, Denise Tanzer, Viviane
Grossman, Liat Itzhak, Dalit Cohen, Nina Greenboim,
Demian Krzymusky, Mickey Sahar
Sites Visited
Sites
Marketing message of Sites
visited
Kiryat Haim ILAN Center
• serves 450 people with disabilities
of all ages and sectors
• rehabilitation and sports center
• occupational rehabilitation day
center
• protected residential home.
Improve quality of life of
the residents providing
them
KKL-JNF plans to create a covered
pathway between buildings.
• personal security
• Independence
• Accessibility
Sites Visited
sites
Marketing message of Sites
visited
Yemin Orde youth village
• A home for 450 youth at risk
Empowering kids to focus on
their passions and dream about
their future.
• Age range 10-18 years.
• Personal security
• Many from socio-economically
disadvantaged homes.
• Confidence
• Courage
KKL-JNF has rehabilitated the
village after the 2010 Carmel fire.
KKL-JNF now plans to create a
parameter road promising kids
physical security.
• Self esteem
Sites Visited
Sites
Marketing message of Sites
visited
Ilanot - KKL-JNF National
Tree Arboretum
KKL-JNF creates settings
that are accessible to all
people, so they could spend
quality time in nature with
their families.
• The KKL-JNF Ilanot
National Tree Arboretum,
contains over 300 species
of trees from around the
world.
• A model for accessible
KKL-JNF parks.
Sites Visited
Site
Marketing message of Sites
visited
Raanana Alut home
A home for life for people with
autism.
a residence for
people with autism
KKL-JNF has created a
therapeutic green
environment
• special individual programs
created for each kid to become
independent
• Increase the quality of
residents’ lives, as well as of
their families
• The green areas are essential
for them
Marketing Strategy
KKL-JNF:
• Creates physical settings that empower people with
confidence and independence
• Improves quality of life of disadvantaged population
• Enables people to dream about their future
Marketing Strategy
Strength:
Weakness:
• Attractive to a broad group and
touches emotions
• The program area is part of a larger
organization and donors are concerned
their money as to where their money
goes.
• Touches many people. 18% of the
population, 1 out of five, have some
sort of disability.
• Lack of awareness that KKL-JNF
focuses on this area.
Opportunities:
Threats:
• Educating the public that KKL-JNF has
this program area
• Competitive Jewish and non Jewish
organizations: UIA, WIZO, Autism
Speaks, etc.
• Expanding our audience to attract new
people to the organization
Market Analysis
Target market(s):
People who are compassionate towards individuals with special needs.
Distinguishing characteristics of the market(s):
• Existing and potential donors
• Opinion leaders
• Young adults
• non Jewish population
• Partner with corporations invested in social responsibility.
Size of the market(s):
Mass appeal, local donors and opinion leaders
Branding
Promotion
• Social media / online campaign
• Video
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The emotional connection to
your target audience(s):
• Personal stories
• A call to action
• Everybody knows somebody with a
disability
Development of audience(s) loyalty:
• Building awareness and educating KKL-JNF supports
to disadvantaged populations
• Expose them to personal stories in order to
understand the benefit people will get.
• Build “Brand Ambassadors”
– Opportunities share personal stories
Special thanks to:
Photography, video and production – Shahar Sasson
Tour guide - Oren Cytto
KKL-JNF Marketing Department