UJA Federation is the fourth largest charity (based on assets) in Canada. Under its umbrella of services was The Centre for the Enhancement of Jewish Education, formerly the Board of Jewish Education.
In order to increase attendance at their schools, they needed to reach less and unaffiliated parents in the Greater Toronto Area and demonstrate the value of investing in a Jewish education.
A fresh and innovative approach to reaching this specific market was needed.
The Brown & Cohen Solution
Conducted surveys among the target demographic and identified one overarching common desire: for their children to be proud of their Jewish roots. GetCentred was created based on this intelligence. The multi-faceted marketing campaign placed a strong emphasis on peer-to-peer online marketing focusing on the message: “Jewish pride, it’s something you learn”.
Campaign elements included:
Visual identity and logo creation
Website design and development including fresh content and a school search function
Viral marketing contest to win $10,000 in tuition money and other prizes
Four short videos challenging viewer-perceptions and promoting key messages. Videos were integrated into the website and cross promoted with other video distribution sites including YouTube
Facebook ads targeting parents in the Greater Toronto Area
Flyers posted in community arenas, libraries, coffee shops and restaurants
Limited newspaper ads
20,000-person e-blast (to UJA data base)
The Event for Jewish Parents,an education fair, used to drive traffic to the website through an advertised downloadable coupon for free professional photography at the fair. At the event itself, computer stations were set up to promote registration for the GetCentred contest.
During the three month campaign a total of 76,247 visits to getcentred.com among which 45,564 were absolute unique visitors (not repeat visitors)
After the Contest pages, the next most popular page was the school search with over 1,392 views showing the diverse options available for a formal Jewish education in Toronto, an important message for the organization
The contest had 96 participants, most with top quality photos submissions. There were no incidents of inappropriate photo use
The campaign was successful in reaching the target market indicated by the winner of the grand prize, an Aurora family who sent all three children to public school. With the prize money, the following year they moved two of their children into the Jewish system
Viral distribution of the campaign was achieved, evident by word of mouth campaigns created by contest participants themselves to increase their votes. These included Facebook pages, flyer distribution in their local communities and email campaigns.
Over 100 people downloaded coupons for free photography at The Event for Jewish Parents from the GetCentred site among the 240 visitors who reviewed the Event information page.