Nefesh B'Nefesh is an organization that promotes immigration to Israel. A unique program of theirs is one that encourages expats to become official, legal citizens. The marketing challenge here is that many expats have been living in Israel for years and feel like citizens already.
To promote this program then, we needed to find that key point that would acknowledge theirs of already being natives but still emphasizing the value of become formal citizens. The resulting concept we came up with was that of "Officially Israeli" - but with the slogan being written in Hebrew. The result is a message that acknowledges their native skills and preexisting integration in society - they know how to read Hebrew and identify with key cultural references - but still encourages them to "make it official".
The campaign was launched simultaneously in the form of print ads; digital ads on Google, Facebook, and targeted sites; and short humorous videos.
Shalom has a great personality and energy and a real ability to think "outside of the box"
Simply incredible work, and it was a pleasure working with you
You are the most creative person I have met in this organization
Shalom contributes multidisciplinary intelligence to our team, instant access to a wealth of information, and original creative insight. All this is combined with a vast background in a wide range of media and communication mediums, which helps create great results.
Social Media Consulting
Carr for Congress
Elan Carr was running for congress as one of the Republican candidates for the state of California.
I consulted for Elan's campaign managers on ways to make their social media campaign more personal and engaging. This included weekly reports with ways to make their website and content more personable, highlighting the areas that they were already doing well, and comparing their efforts to those of the opponents.
Carr proceeded to win the Republican primaries, at which point my consulting contract ended. I am sorry to report that after that Carr lost the congressional elections to the Democratic candidate - but before you get to excited, I'd like to remind you that correlation does not imply causation.
Itzik Yarkoni of BOMAH
Itzik is an extremely charismatic storyteller and connector. After working for years in advocacy and marketing, he set out to found his own company, BOMAH, the Brand of Milk and Honey.
From the outset, I helped Itzik define his goals and organize his content in a way that would most readily appeal to his clients. This included marketing strategy meetings, reviewing and optimizing sales and marketing materials for optimum performance, and creating and teaching engaging content for Itzik to help grow his brand.
One particular problem that Itzik faced - is one that plagues many entrepreneurs - was scope creep. When you are first starting a business, there are multiple responsibilities and "hats" that you need to wear. The problem is, you are only good at certain things, decent at others, and probably suck at/hate a handful of others. I helped Itzik identify his strongest skills, focus solely on them, and define job descriptions to find others to compliment his skills.
Jerusalem U is a non-profit that engages in multiple pursuits. From online educational to videos to feature films, to leadership incubators, they seem to do a bit of everything. Which is great, except when you want to market yourself or raise funds, at which point it becomes very important to have a consistant and straightforward message.
Jerusalem U commissioned a video that would explain to viewers and supporters both why they do what they do and what it is that they do. I was charged with the second task of defining that what, which required synthesizing their myriad of endeavors into three concise words.
Check out the video below, I wrote the second half, but the whole thing is definitely worth a watch.
Shalom worked fast, catered to all my requests and offered helpful suggestions. I'm extremely happy with the outcome.
I got good advice and feel more empowered to do what I do best.