GARIN TZABAR
Garin Tzabar, founded in 1991, is a program formed to help Diaspora Jews move temporary to Israel and enlist in the Israel Defense Forces (IDF) for two-three years The program offers two sessions: Winter and Summer. The Winter session’s final registration date is in July, while the Summer’s final date is in September. Once in Israel the soldier is placed in a kibbutz, a joint community, which becomes their home for the period of their military service The channels chosen to express the message are Social Media, Online, Non-Traditional, Direct Mail, Magazine/Newspaper, and PR. The campaign will run for six months from April until September 2014. It will start in April because of Holocaust Remembrance Day, Israel Memorial Day, and Israel’s Independence Day fall in this month. During this time, the target market is sensible and more understandable to the importance of a Jewish State
MARKETING OBJECTIVES • Increase Garin Tzabar organization’s awareness among the US Jews population by 30% by September 2014 • Increase volunteer recruitments to the IDF through Garin Tzabar by 15% by September 2014 • Increase Facebook “Likes” and Instragram followers by 40% by September 2014
TARGET PERSONA Etti was born in Caracas, Venezuela, but currently lives in Miami, FL. She is Jewish and always felt a special connection to Israel. She believes Israel is her homeland even though she wasn’t born there. She visited Israel for the fi st time at the age of 16 and was fascinated by the soldiers walking down the street and loved the idea that everyone she met was Jewish. It was then that she got the “crazy” idea of joining the IDF. Not only because the admiration to the soldiers but also for the sense of fig ting to defend the State of Israel. Etti enlisted to the IDF through Garin Tzabar in 2008. Until this day, she believes it is the best choice she has made and the best experience she could ever have
FACT:
IDF
WITHOUT
ISRAELI
ISRAEL HAS
MANDATORY
DRAFT AT AGE OF
ISRAEL
18
WOULD BENEFIT
6 MILLION
AS MUCH
AROUND 176,000
FROM RECRUITING
CITIZENS &
ACTIVE DUTY
NOT
ENOUGH
AROUND
ISRAEL
535,000
WOULDN’T
EXIST
PURPOSE IS ALSO TO
AS POSSIBLE
JEWS LIVE
IN SOUTH FLORIDA
connect
DIASPORA JEWS
ISRAEL refu gee
OVERVIEW
FOR
JEWISH
SINCE INDEPENDENCE
1948
TERRORIST
THERE ARE
ATTACKS INCLUDE: SUICIDE
ROCKETS
BOMBING STABBING
HAS BEEN UNDER DAILY CONFLICTS
WITH THE
THROWING
FIREBOMBS
SHOOTING
ABOUT 2,800 NEW IMMIGRANTS
SITUATION ANALYSIS
IN 2012
270 OF THOSE
SERVING IN IDF ENLISTED & ABOUT 950 THROUGH LONE SOLDIERS GARIN ENLIST YEARLY TZABAR
92%
FIND PERSONAL
ARAB NATIONS
BENEFITS &
SURROUNDING IT
98%
100 SURVEYED
72% VISITED
90% WOULD JOIN THROUGH
ORGANIZED
TO
IS THEIR
IS INSPIRATION
ISRAEL
HAVE
ISRAEL
FEEL 93%
WOULD VOLUNTEER
TO ARMY IN ISRAEL
GROUP
TO ENLIST
EVEN
THOUGH NOT BORN
THERE
RESPONDENTS: 17-25 YEARS OLD
59% 41%
SURVEY CONFIRMED THAT HARDEST PART OF JOINING IDF: 30% 6% ג 64% ב א
LEAVING FAMILY & FRIENDS
EDUCATION ON HOLD
LEARNING NEW LANGUAGE
BUDGET SOCIAL MEDIA - $1,000 POSTERS - $2,000 WEBSITE - $3,000 APP - $5,000 MAGAZINE $15,000 PR - $18,000
TV - $80,000
GIVEAWAYS - $100,000
WEAKNESSES
• Offer Hebrew classes • Affordable prices • Given housing in Israel • Sponsored by the Israeli Ministry of Immigrants • Assist in assmiliating members to the Israel society
STRENGTHS
THREATS
• Graphics on the website are not appealing to the target • Lack of technology to spread information • Information is not widely available • Lack of advertising
• Bigger online presence • Almost 500,000 Jews live in South Florida • Use of technology • Make website more appealing to target market • Mobile app • Reach target through strong advertising campaign
OPPORTUNITIES
• Some people don’t want to be a part of a group, rather enlist on their own • Competition • Hard decision to join army • Economic issues - life is expensive in Israel
CURRENT BRAND IDENTITY
NEW LOGO
Garin Tzabar’s current brand identity is not strong and recognizable; the logo seems like a child’s drawing, which is confusing as to who is the target market and the seriousness of the organization
The new logo should have a Jewish Star in it, as Jews get attached to this element. Jews, as a minority religion, do not get to see a Jewish Star everywhere; therefore when a Jew sees one, there is an immediate attraction to it. The outline of the map of Israel has a nice figure to it, and it is also a very big part of the fight of the IDF, hence using it in the logo would be beneficial. The type is called “Kosher” and it is made to look like Hebrew letters, another Jewish Identity that is important to use. The logo needs to be serious yet not too serious, having in mind that the primary target audience are 17-25 years old
CURRENT LOGO The elements of Garin Tzabar’s current logo, which is the cactus, rooftop, and Jewish Star, have a strong meaning. The Cactus is the national plant of Israel and an Israeli is called a Tzabar and the roof is a shelter, a sense that Israel will always protect the Jewish people. Connecting the three elements, it communicates an important message that being Jewish is the base and root of the existence of Israel, which will always be the homeland to the Jewish Nation
COLORS C:1OO M:95 Y:5 K:O
TYPOGRAPHY
WHITE
KOSHER WIDE SEED
CACTUS
OR ISRAELI
From research conducted, Garin Tzabar realized it is not effective to simply tell the target market to enlist; therefore, the challenge of the campaign will be to get the audience to believe they thought about it by themselves. There is so much AntiSemitism in the world, making it essential for all Jews to stay together and have a Jewish State to protect them. The concept of the campaign is that such a country, Israel, already exists; now it is the target market’s turn to protect it. Joining the IDF is definitely a hard task and difficult decision to take; but when you are doing it for the correct reasons and from your heart, it is as easy a child’s game of connecting dots
ISRAELI FLAG HAMSA
DREIDEL
JEWISH STAR
EXECUTIONS
1
POSTERS IN JEWISH SCHOOLS Since the target market cannot be reached through public outdoor advertising, the campaign will be placed at private locations. For example, Jewish high-schools and colleges, Jewish magazines, Jewish websites, Jewish supermarkets, etc... 2
ANIMATED WEB ADS
JEWISH MAGAZINES
SCAN TO WATCH COMMERCIAL
The commercial will be aired on the Israel Channel and also on Youtube during Hebrew songs, Hebrew shows, and to Jews in Miami based on search habits
COMMERCIAL
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There is no doubt that the target market has so many doubts, concerns, and obstacles to move to Israel and join IDF. Because of this, through the website and app, the target market will be able to chat with current Garin members in Israel and share their concerns
Garin Tzabar will strongly focus on Social Media throughout the campaign. Three times a week the organization will post a picture asking the target market what is “x” more than to them. For example, “What is Israel More than to you?” making constant interaction with followers and friends
ONLINE
SOCIAL MEDIA
GIVEAWAYS
DIRECT MAIL