World Marketing Conference Field Marketing Workshop 2015January, Team Name:Living on the Edge Team Number:Group 4 Team Concept:From Red to Green

אמו של דניאל שנהרג מפצמ " ר העידה בפני ועדת האו " ם : " אנחנו הפליטים " נציגים מעוטף עזה, בהם גילה טרגרמן ששכלה את בנה בן ה -4, העידו בפני ועדת שאבאס שחוקרת את אירועי " צוק איתן ". " אנחנו לא פוגעים באזרחים חפים מפשע ", הטיחה בהם האם. ראש מועצת אשכול חיים ילין : " במקום להשקיע אנרגיה בשנאת ישראל - שיתרכזו בשיקום עזה "

Team Members PluznikMichalMs.Executive AssistantSwitzerland SalamonShayMr.EmissaryArgentina GrodeckAntonMr.Executive Director Victorian OfficeAustralia LehrerSharonMs. Director of National Marketing and Communication Canada CairnsJasonMr.Executive Director, EdmontonCanada HaramatyIshayMr. KKL-JNF Emissary to Switzerland and Austria Switzerland Dan Faynsztein BettyMs.DirectorBelgium ToegOrnaMs.UK/South Africa Desk ManagerIsrael MenasceGioiaMs.Coordinator Desk CanadaIsrael HutnikArielMr.Education DepartmentArgentina MizrahiElishaMr. KKL Resources, Development & Public Affairs Division Israel

Sites Visited Marketing message of Sites visitedSites “If you don’t go to the border, the border will come to you” “I’m not standing here because I have a shelter, I’m standing here because I have a community” Netiv HaAsara Soldiers within the community protect the community Repair of security roads by KKL following war Black Arrow “We didn’t come here just to get the best degree, but also to help the community” “We have become part of the fabric of the city of Sderot” The students say of Sapir: ‘challenging, amazing, great opportunity, beautiful experience’ Sapir College, Sderot

Sites Visited Marketing message of Sites visitedSites “If we move from here, there will be a vacuum in the south. It is our duty to stay here” “I came to live on Nahal Oz after the war to build my life in a place with a good community” Nahal Oz “Our community is strong, it overcame the difficulties during protective edge by working together” Alumim/Old Be’erot Yitzhak “By postponing my army service for one year and dedicating the time to the city of Sderot, I know my direction is community service for the rest of my life” Sderot “JNF can do things faster than any other organisation” “Paradise can turn into hell in a matter of seconds” GENERAL COMMENTS

Marketing Strategy The Teams understanding of their concept: Changing the paradigm of communities under threat, to communities who are thriving and want to grow. KKL – JNF were on the ground during Protective Edge, and undertook work very quickly to help the communities with what they needed. KKL – JNF is the best partner because they make things happen.

Marketing Strategy Strength: The projects in the Gaza Edge communities are essential 21 st century Zionists/Chalutzim Jewish values of taking responsibility for each other and for the Jewish People The communities see KKL in a very positive light, and want to work with KKL Weakness: The emotional message regarding the Gaza Edge communities has been overused Difficult to express the message when you are not ‘on the ground’

Marketing Strategy Opportunities: Utilising the people who live in the communities to sell the message Showing another side to Gaza Edge communities other than the security situation Hearing the communities talk about KKL – JNF in a positive way is good for our donors to hear Threats: Will the project exist in the long run? Donors are afraid to visit the projects

Market Analysis Target market(s): The market we are targeting mainly for adults, 40+ This campaign could be used to bring in new donors, who care about Israel, but may not have donated in the past. This campaign provides donors with a framework to make a difference. Distinguishing characteristics of the market(s): Marketing the message will be via a focused campaign. This could include an appeal, a dinners or one to one meetings. Size of the market(s): BIG – this campaign is relevant to most of the JNF donor market

Branding Your clear, unique message: From Red (Code Red) to Green (Environmental) – these are not to be seen as communities at risk, rather strong communities that want to grow The emotional connection to your target audience(s): Communities overcoming their difficulties and challenges Motivation of your audience(s) to donate To support communities that are the defenders of the southern border of Israel

Branding Development of audience(s) loyalty In order to catch the eye of the target audience, we need to make our video accessible through various channels; Youtube, Web pages, Facebook (also via tagging), and other social media relevant to JNF offices The video is made up of people from the community providing a genuine message

Promotion Highlight the specific promotion platform the team has chosen to develop Video Inspirational speakers from the area Opportunities to visit the communities; Missions, JNF donor tours, part of school/shule/Birthright - Masa visits

Proposed Projects Netiv HaAsara Preparation of land for new houses Developing new agricultural land A natural facility for a lookout over Gaza Dune park for children Tourist information centre with a library, museum and archive

Proposed Projects Sapir College Board Walk from Sapir to Sderot, for pedestrians and cyclists Board Walk from the train station to Sapir for pedestrians and cyclists An ampitheatre to be used by the residents of the region

Proposed Projects Nahal Oz Refurbishment of an existing reservoir and building of a new reservoir General Projects for Gaza Edge Communities Continuation of security planting Provision of additional portable shelters

A member of Kibbutz Alumim says to a member of Kibbutz Nirim