1. World Marketing Conference Field Marketing Workshop January 2015 Team Name: Innovative Agriculture and Eco/Agritourism Team Number: 2 Team Concept: Transforming the Arava Team Members: The talented individuals of Group 2

2. Sites Visited Marketing message of Sites visited Sites Cultivating Land, Cultivating Happiness Ne’ot Hakikar and En Tamar Desert Eco Park Leading Research, Leading the World Vidor Centre and Yair R&D Centre Changing Agriculture, Changing Lives AICAT-Sapir Regional Centre Wild Environments, Wildly Exciting Tsukim- Tourism Development Natural Experiences, Natural Enjoyment Sapir Park

3. Marketing Strategy Transforming the Arava

4. Strength: Dedicated and passionate people, modern pioneering spirit, existing support, supportive local administration/government, well known region (Dead Sea), success stories to build on, distance from unstable borders. Weakness: Not life threatening, no urgency for immediate funding, not destitute, lack of exposure for donors (isolated), small population, possible lack of population growth, extreme climate. Opportunities: Potential population growth from within Israel, economic benefits (export/tourism), scientific discovery, agricultural advancements, international advocacy. Threats: Proximity to Jordanian border, extreme climate (droughts/floods), future of Dead Sea, lack current /future funding, international depressed economic climate.

5. Market Analysis Transforming the Arava Target market(s): Single major donations and family bequests Distinguishing characteristics of the market(s): Special interest in science, discovery, innovation and emerging communities in the periphery

6. Branding Transforming the Arava Your clear, unique message: Transforming the Arava. The emotional connection to your target audience(s): Share in the happiness and realizing the dreams of unique and special people. Motivation of your audience(s) to donate: Direct impact and changing lives, strengthening presence in remote regions, promoting Israel to the world through research and innovation. Development of audience(s) loyalty: Creating a holistic strategy that provides opportunity for target audience to feel truly sharing in lives of residents of Arava. Includes various mediums eg social media, DM, video etc. through stories and highly emotive images.

7. Branding Transforming the Arava

8. Promotion Highlight the specific promotion platform the team has chosen to develop Social media Brochure Video