Spring 2020 Recruitment & Winter 2020 Recruitment Preview
USC Trip Registration Statistics 182
166
Total Trip Applications
Total USC Trip Applications
126
114
Total Deposits Submitted
Total USC Expected Participants
126
12
Total Expected Participants
USC Student Friends & Family
Trip Registration Statistics 239
166
All Birthright Applicants
USC Hillel Applicants
180
114
All Birthright Deposits Submitted
USC Hillel Deposits Submitted
USC Spring 2020 Registration Statistics USC Affiliation
Year in School
11% 29%
32%
12%
62%
39%
Affiliated
Somehwhat Affiliated
15%
Unaffiliated
Freshman
Sophomore
Junior
Senior
USC Spring 2020 Registration Statistics Israel Experience
Future Birthright Season Request 2%
28% 42% 56% 72%
Never Visited Israel
Visited Israel
Winter 2020
Summer 2021
Unsure
(Filled out by 48 students)
Student Spotlight Jacob Miller Graduating 2022 "I decided to go on Birthright with USC Hillel because I was looking forward to experiencing Israeli culture and further connecting with my Jewish identity. I wanted to go with Hillel so I could have an incredible trip with my closest friends and community by my side."
Marketing: Platforms Utilized Social Media
Announcements/Engagements
• Facebook • Posts • Advertisements • Cover photos • USC class pages
• Hillel Events • Birthright Recruiter's Networks • Bringing potential applicants to events • Making a list of leads for potential applicants
• Instagram • Posts • Advertisements • Stories • Expanded networks (influencers)
Face to Face and Peer to Peer • Tabling on/near campus • Outside of Hillel • Near campus dining • Near underclassmen housing
Email • Hillel Email Blast • Weekly Hillel Newsletter Print • Postcards • Around Campus • Handed out in Jewish study courses
Marketing Spotlight: Instagram Post
Marketing Spotlight: Instagram Story
Printed Fliers
Marketing: Strategies Target Audience • Greek Life Students • Sports Teams • Jewish Clubs • Jewish Studies Classes • BRI Alumni Networks • BRI Intern Networks • Jewish Students in USC housing General Outreach • Fliers Around Campus • USC Student Photos • Social Media (Facebook/Instagram) • Student Board Outreach • Campus Engagement Intern Outreach • Birthright Recruitment Interns Social Media
Recruitment Best Practices • Engage alumni and students with large social networks • Engage students participating on the summer trip with large social networks • Keep social media platform content new and to brand • Create a buzz across USC campus to reach Jewish unaffiliated students and their networks • Create urgency and commitment around registration and paying deposits
On Campus Tabling Event
On Campus Event – Artists 4 Israel
Recruitment Initiative Spotlight Yogurt Parfait Bar on Campus - January 14th
14
Students Pre-Registered
First Day of Registration Opening – January 27th
83
Students Registered
47
Deposits Paid
Recruitment Team
37
Students Paid Deposits Because of Recruitment Team
33
Students Paid Deposits Because of Jeff's Team
USC BIRTHRIGHT ISRAEL RECRUITMENT TEAM Noah
Erica
Recruited 8 Participants
Recruited 9 Participants
Recruited 5 Participants
Recruited 6 Participants
• Kappa Sigma Fraternity • On Campus Housing • Active at USC Hillel • Marshall Business School
• Model United Nations • Challah for Hunger • Active at USC Hillel
• Sigma Alpha Mu Fraternity
• Trojans for Israel • Tamid Group • Active at USC Hillel
Summer 2019 Alumni
Summer 2019 Alumni
Andrew
Future Participant
Abby
Summer 2019 Alumni
USC BIRTHRIGHT ISRAEL RECRUITMENT TEAM Alexa
Jackie
Recruited 2 Participants
Recruited 2 Participants
Recruited 3 Participants
Recruited 2 Participants
• Alpha Delta Pi Sorority • Relay for Life Club • Active at USC Hillel
• Tri Delta Sorority • Equestrian Club • Campus Engagement Intern
• Kappa Sigma Fraternity • Persian Community of Hillel (PCH) • Campus Engagement Intern
• Trojans for Israel CoPresident • ’SC Students for Israel • Active at USC Hillel
Future Participant
Summer 2018 Alumni
Jason
Summer 2019 Alumni
Laura
Summer 2019 Alumni
Additional Recruitment Efforts Personalized text messages • To Birthright Alumni • To Potential Candidates Potential Participant Coffee Dates • Ending with interested friends list BRI Alumni Coffee Dates • Ending with eligible name collection
Student Spotlight Melanie Kijel Graduating 2023
“I was most excited to be able to experience Israel's unique blend of cultures, ethnicities, traditions, and diverse sceneries firsthand. Also, as someone who loves history, Israel is probably one of the places with the most unbeatable story. With that said, I was really looking forward to visiting Jerusalem in particular. I particularly chose to go with USC Hillel because I thought it would be a wonderful opportunity to get to know, as well as create a strong bond with some my fellow Jewish Trojans”
Planned Pre-Trip Programming Wednesday, April 22nd
Sunday, May 3rd
General Info Session with StandWithUs
Birthright Israel Bonding and Meet Your Bus
Winter 2019 Alumni Engagement Events
• Welcome Back Shabbat • 70% Attendance • Artists4Israel • 30% Attendance • Shuk on Campus • 53% Attendance
General
• Hillel Drop By • 35% Attendance • Social distance staff outreach • 82% Attendance • USC Hillel Zoom programming • 24% Attendance
70% of Winter Alumni engaged with Hillel 3 or more times during spring semester
IACT Pillar Project Spotlight Save a Child's Heart February 13th, 2020
Summer 2020 Engagement • Individual Student Engagement • Summer programming opportunities • Beginners Hebrew Class (6 weeks) • Book Club (10 weeks) • Letters to My Palestinian Neighbor
• Graphic Design Workshop (8 weeks) • Jewish Learning Fellowship (JLF)
Summer Summer 2020 2020 Follow Follow Up Up Care Packages Care Packages
• Mailed Mailed to to where where they they are are located located all all summer summer • Personalized Personalized Note Note • USC USC Hillel Hillel Bucket Bucket Hat Hat
Future Recruitment Plans Freshfest • Pre-registering Freshman immediately
Engaging Jewish and Pro-Israel Clubs • Trojans for Israel • Hillel’s Israel Programming • JLF Cohorts
Engaging Birthright Alumni • Help with General Outreach • Leverage Peer Networks
Recruitment Team • Have Summer 2020 recruitment team continue to engage recruits • Monthly summer check in
Continuing Marketing Strategy • • • • • •
Effective Facebook Post/Advertisements Effective Instagram Post/Advertisements Daily Trojan Ad Social Media Throwback Post Social Media Engagement Fliers around campus and in Jewish studies classes
Urgency and Commitment
• Complete interviews on a rolling basis in advance to registration opening • Inform students that if they do not pay their deposits on the first day, they are at risk of losing their spot
Summer Programming Opportunities • Beginner Hebrew classes • Book Club • “Letters to my Palestinian Neighbor”
Budget Breakdown Post-Trip Engagement Total Amount Spent on Post-Trip Alumni Engagement $4,636.92 Welcome Back Shabbat Shuk on Campus Birthright Follow Up Fellows Payment Coffee Dates
Pre-Trip Recruitment Total Amount Spent Recruitment $3,192.64 Birthright Shabbat Birthright Bagel Break Birthright BBQ Tabling Giveaway Coffee Dates Food for Recruitment Meetings Recruitment Fliers Social Media Advertisements Tabling Supplies/Swag Recruitment Incentive Gift Cards Estimated on Summer 2020 Participants $2,300.00 Care Packages Sales Team Total Amount Spent on Recruitment Sales Team $1,900.00 Recruitment Intern Payments Recruitment Intern Performance Bonus
IACT Impact Story Isabel Washington Winter 2019 Birthright Participant Graduating 2022 • USC Hillel Director of Physical Wellness • Active in NJQ • Hillel @ Home Programming Board • Student Government Senate • Keck Student Ambassador
Response to COVID-19 on Campus • Shifting from programming to individual outreach • Future traveling survey • Care Packages • Shifting back from individual outreach to programming • Summer Programming Opportunities
Thank You