Using Video Postards As Marketing Tools

There have been many exciting new developments for SWP!

In my last blogpost, I spoke about tools that engage and enliven a donor relationship.  In today’s marketplace, the key ingredient is passion.  If you are not passionate about your product, your company, or your nonprofit, then your audience won’t be, either.  

My role as a consultant is to connect an organization’s passion to its audience.

One of my clients, Jerusalem-based Thank Israeli Soldiers, recently asked me to come up with a marketing idea for its end-of-year fundraising campaign.  My client is very passionate about its organization and is known for its tremendous commitment to the soldiers of the IDF.  My suggestion to them was to create a “video postcard” (see below).

Today’s consumer lives in “the clouds” and is bombarded with information.  Your job is to stand out.  The “video postcard” for my client is 2 minutes long and packs an emotional punch.  It is strategic in its message and purpose.  Because the message is unique to the organization but not time-bound, this one-time investment will have a long shelf life. 

What was your inspiration for starting your venture?  Who are you talking to?  What is their passion?  What motivates them?  To begin, you must own the answers to these questions.

 

Some tips:

-       Learn as much as you can about your potential donors.  Interview your referrals; ask specific questions.

-       Information is gold.  Research.  Find out about the potential client/donor history, relationships to community, to giving, etc. 

-       Create partners, not donors.  Work on developing a marketing and communications strategy that is consistent and compelling.

  

Creating New Opportunities

The last month has been a very busy and exciting month for Sarah Weintraub Productions.

I've been consulting for the Clarion Fund on the premier launch of "Iranium", an important and powerful film that highlights the ticking time bomb of Iran's nuclear capability. After being banned in Iran, it has gathered tremendous publicity throughout the world. Sean Hannity on FOX devoted an hour long show to the film and the ramifications of this nuclear threat. I have embedded a portion of the Hannity special featuring "Iranium" below.



This year once again I worked as a consultant for the Ma’aleh Film Festival. Ma'aleh returned to the Los Angeles community through the generosity and support of Lauren and Ezra Kest. I worked with Ma'aleh behind the scenes on a weekly basis for three months prior to the festival. Our goals for this trip were to raise awareness and support for the school and the key role they play in changing the landscape for young film makers in Israel. Our strategy was to associate Ma'aleh with key players in the Los Angeles entertainment industry. We created an event which accomplished all of our goals. Our attendance tripled and the added equity of the CAA Theatre gave it tremendous cache and exposure. Our hosts for this event are dedicated to the school, their work and their vision which made an enormous impression on everyone in attendance (see pictures below). For more information for Ma'aleh visit their website http://www.maale.co.il/

I have also been traveling back and forth to Denver, Colorado, producing and directing two videos for the upcoming Aish Denver banquet to take place on March 27th at the Denver Center for Performing Arts, a magnificent venue. I am also directing and producing the live portion of the program. Aish Denver came to me with the desire to re-brand the branch and to re-establish their position in the community as an outreach center. The video presentation and the live presentation have been strategically positioned to accomplish these goals and revitalize their image. I will posting the videos shortly.

Finally I have been developing another important and exciting facet to my business, working as a consultant and coach for various organizations throughout the world. I have been using my expertise to coach my clients one-on-one on how to communicate their message effectively. One of my recent clients was particularly successful in their fund raising efforts. Together we developed a strategy to present to a potential donor. It combined the donor's passion with the organization's programing. It was a BINGO!

More exciting news to follow...

Walking In The Footsteps Of Heroes

I recently had an opportunity to produce and direct an event in a magnificent private home in Bel Air, California, for the Kiryat Shemona Foundation. The setting was spectacular.

This was a fund-raising event hosted by Mr. Lee Samson for the Hesder Yeshiva Kiryat Shemona, to build a magnificent residential campus for the Yeshiva in Israel on the Lebanese/Syrian border. The spiritual leader of this yeshiva is Rav Tzfania Drori who is also the Chief Rabbi of Kiryat Shemona.

It isn't often you get an opportunity to meet such an extraordinary person. Rav Drori and his wife Sharri Drori have dedicated the last 40 years of their lives to be front line spiritual leaders. The power of Rav Drori lies in his love of the land, his love of Torah, his love of the Jewish people and his love for his students. This is no ordinary Hesder Yeshiva. Its location is crucial in keeping Ahmadinejad and Assad out of Tel Aviv and Jerusalem.
 
A young soldier who is a graduate of this yeshiva spoke so beautifully at the event. This young man is only 21 years old and has the heart and soul of a lion. He told the audience "I never really understood the power of having a Rav until I met Rav Drori. You have to understand that we are destined for battle, and he gives us the ability to carry the weight of our destiny with incredible faith, strength and courage".

My goal for the evening's program was to take the audience on a journey. The heart and soul of this journey was a 6 minute video that I directed, which deepened and expanded the audience's understanding of why it is so important to support this institution. (See video below)

Next time you are visiting Israel, make a trip to the north and don't miss the Droris, your life will be changed forever.

Miracle Engagement

Yesterday I received a very interesting and inspiring email from a client in Jerusalem, Katie Green who is the Director of International Relations & Special Projects at Ma'aleh Film School in Jerusalem.

A few months ago, as you might remember (Blog-March 4th), I was involved in the organization and production of a Film Festival in Los Angeles, on behalf of the school. The L.A. Festival included events at various venues throughout the greater Los Angeles area in addition to a spectacular fundraising evening featuring some of the award winning films created by their students and alumni. One of the events on the schedule was a presentation by Ma'aleh at Shalhevet High School.

As part of my work with my clients I insist that we envision the end before the beginning. What do we want to accomplish? Since this was a High School event, I felt that in order to really reach and touch the audience (which was ultimately our goal) the presenter needed to be young and hip. The initial idea the team had was that Katie would do the presentation herself, but I intuitively understood that was not the best use of their talent, and that hearing from Pazit, a young director that was traveling with the delegation would be the most effective and the most impressive for this audience. And so at the 11th hour, based on my suggestion, the team agreed to switch gears and it was decided that Pazit should do the presentation, represent Ma'aleh, show her film and do the Q&A.

The presentation was a tremendous success, but I had no idea until yesterday just how successful it really was. It turns out that our young director Pazit, had a life changing experience as a consequence of this last minute turn of events!

We have no idea how the choices we make will transform our lives and the lives of others, but one thing is for sure, when you do YOUR work in the world, miracles can happen.

Below is the email I received with the wonderful miracle love story.


"Dear Los Angeles friends,

Yes, it's a Mazeltov, Pazit just got engaged.

And it's all thanks to... our Los Angeles sponsors, Shalhevet High School, and Sarah Weintraub!

Tzvi Yehuda Epstein, 27 years old and a photography student at the Musrara school of photography (one block below Ma'aleh), was called up by a friend of his who wanted to suggest a shiddoch for him. Tzvi Yehuda took the girl's details and decided, since he's fed up with blind dates, to check her up on facebook before asking her out. As one does.

Tzvi Yehuda checks this girl's profile on facebook and decides that she's probably not for him. But he does scroll down the remaining 209 photos of all this girl's single friends. He  stops dead at one particular photo - it's of a lovely young woman giving a presentation of her film at Shalhevet High School in Los Angeles. Tzvi Yehuda feels he just has to meet this girl. So he does - and it's love at first sight for both of them. Six weeks later they're engaged.

I'm attaching that famous Shalhevet photo (which was also chosen by the Jerusalem Post magazine for the print version of their article about Ma'aleh, sent to you guys last week)  and also one of Pazit being proposed to (the couple did a "reconstruction" for Pazit's parents).

I for one will never forget the conversation that Neta and I had with Sarah one hour before the Shalhevet school presentation. "Why are you two presenting?" asks Sarah, "The kids should be seeing the film "Willingly" and they should be hearing Pazit!". Quick change of plan, Pazit presents her film, and we photograph her doing it.  The rest, as they say, is history.

Which goes to show what we all know to be true...   Hashem's In Charge (and Sarah, some of the time).

May we hear only good news and of the rebuilding of Jerusalem, speedily in our days.

Warm regards to all

Katie"

 

Aish Banquet Success!

After more than 6 months of working in developing the theme, concept, programming and videos for the production of the evening, the Aish Banquet arrived in all it's glory!

Over 1000 people attended to celebrate the completion of the Aish World Center building located by the Western Wall in Jerusalem. The diverse crowd included affiliated and unaffiliated Jews, donors, and well respected Rabbis. Four unique families were honored for dedicating a certain portion of the building in the memory of loved ones. Their stories were heart warming and inspiring.

It was an exciting and interactive experience for everyone in attendance. This was not your standard banquet where everyone is looking at their watch waiting to bolt at the earliest moment. There was no podium used and no speeches made. We were constantly on the move, going from live feed through Skype to Jerusalem, back to the ballroom. We kept everyone on their toes. It was young, it was fresh, it was contemporary. I personally produced and directed the videos for the building honorees. Each one had a beautiful and poignant message. It was very moving and everyone in attendance was blown away by the presentations and the content. And the best news is...it was done by 9pm! Everyone sat through a 45 minute program that was action packed, inspirational and entertaining. People left feeling delighted they were there, wanting more and feeling proud to be part of Aish HaTorah and the work that they are accomplishing.

This is Aish's PR event of the year and I am honored to have had the opportunity to create, oversee and develop such a wonderful event.

Here's a couple of pictures from the evening.

Bolt of inspiration...back from the Holy Land!

I am back from Israel and I am happy to report that the trip was a success! It was an amazing trip filled with insights, exploration, meetings and profound awareness of the power of the Holy City. I discovered a Segway tour at the Haas Promenade, I shot an M-16 and woke up at 4:30am to see the sunrise over the Kotel...gevalt! It is always important for me to go beyond my comfort zone and push myself. It clears my brain and allows new insights to arise.

Just a few days before I left for Israel, I had the extraordinary pleasure of producing the Ma'aleh event I had been sharing with you in my previous entries. It was well attended, and very successful. The films presented were professional and of exceptionally high grade. The event took place at the Music Hall Theatre and it was hosted by Tom Barad and his committee. Michal Borkaw (producer of "Friends") moderated the Q&A which was very enlightening. Here's is some of the feedback we received after the event:

"We were privileged to be there..knowing about Maale changed us...invigorated is a way and gave us so much to think about!"
Lollie Seidenfeld - Attendee

"Maale is a one of a kind film school. It is a place with a passion for storytelling, a place with an advanced understanding of the complexity and power behind film-making. The moral and ethical boundaries that infuse the films only make them more dense and important."
Mia Goldman - Film Editor and  Producer "My Big Fat Greek Wedding"

Now that I am back in town I am moving forward at lightening speed on the production of the Aish Los Angeles Banquet which will be held on May 11, 2110. Stay tuned as this powerful program develops. This will be a banquet not to be missed!

Here are a few pictures from my trip to Israel and the Ma'aleh Film Festival.

 

 

 

I'M ON THE ROAD AGAIN!

I'm stopping in New York to see my grandchildren. Then I'm off to the holy city of Jerusalem where I will be spending time with my beautiful daughter Lauren. I'll be there for 9 days meeting with key players at the Aish Headquarters in the old city as preparation for the upcoming banquet.

As producer of the Aish HaTorah Gala Banquet, I will also be going on a journey behind the scenes of the new 50,000 square foot Aish building on Western Wall Plaza. This landmark building is at the epicenter of the Jewish world and it will be a source of Jewish education and spirituality for future generations of Jews from all walks of life. 

Mark your calendars: The Aish HaTorah Gala Banquet will be May 11th at the Beverly Hilton Hotel. (This is 3 days before my youngest daughter's Bat Mitzvah...HELP!!).

BRANDING - the Name Game

What is Branding? Branding is a consistent, recognizable and clear, unified voice or personality that conveys your message.

Focus, credibility and unique contributions are key. As the non-profit landscape gets increasingly complex, money and attention are tighter than ever. It is critical that your unique impact/value is focused and succinctly articulated. That's what it takes.

Do you have what takes to get your message across? Let me help you! You may have a good idea. Let's get get people excited and involved.

Part of what I do is bring a fresh pair of eyes to your event or program. Include me in your brainstorming session and you won't get the same old results!

If you are naming your business or program event, make the name meaningful. Here are 3 tips to keep in mind when choosing a name:

1)It should be easy to understand and pronounce - easily passed along by word-of-mouth.
2)Choose a name that you can live with and grow with. Be forward thinking in your choice so it can expand as you do.
3)See if it works in print - experiment with how it looks in different sizes and type fonts.

This is just one of the many services I provide. I'm the coach who wants to see you win!

The Dawn of a New Decade

I'm happy to report the Merkaz Ha'Torah Kollel banquet was an outstanding success!  The honoree videos were deeply moving and there wasn't a dry eye in the house.  Many attendees approached me after seeing the presentation and asked, "How did you do it? Where did you find the material?  It was so beautifully edited."  When was the last time you heard that people felt honored to be in attendance?  They're usually running for the door!  Thank g-d this was not the case.  I will be posting the videos on my website in the next few weeks.  Please make sure to check them out.

The Ma'aleh Film School of Jerusalem premier fund-raising event is fast approaching!  I'm executive producing this event at the Music Hall Theater with Tom Barad.  This week, you will be receiving an online invitation to this extraordinary event.  Mark your calendars.  This is not to be missed! (See invitation on my post "Moving Forward with Joy").

In planning this event, I felt I should share with you how important it is to be consistent with your message.  Don't assume that people understand the purpose of your event.   In this case, I know the general public is not that familiar with Ma'aleh.  Basically, you have to make it easy for people to understand and avoid confusion.  To generate interest and showcase your efforts, you must use eye-catching visuals (graphics, photography) with well-written copy.  See my last blog entry for an example of how we're spreading the word about Ma'aleh.

 

 

 

Moving forward with Joy!

I’m excited about a couple of upcoming events. I am producing the Merkaz Ha’Torah Kollel banquet on January 6, 2010, and the premier L.A. introduction of Ma’aleh Film School of Jerusalem.

First, I’m in the final stages of producing a video for the Kollel event. Sunday is our final day of shooting. I hope to capture the extraordinary excitement and energy generated by profound Torah study.

Next, I’m working with the principles of Ma’aleh Film School of Jerusalem to introduce this unique institution to Los Angeles. They are dedicated to debating 21st century issues of Jewish and Israeli identity on screen. This premier fund-raising event will take place on February 11, 2010. Please contact me for more information regarding either event. 

Brainstorming

A client came to me and said he had a theme for an event, but no honoree. A theme is flat. For example, “An Evening of Inspiration and Innovation”. What do you do with that? How do make that exciting? How do you spin that to make it compelling? You begin brainstorming.

There is an important concept regarding brainstorming that I picked up in my advertising days: no idea is off the table. There could be a gem hidden in an off-handed comment that might seems totally unrelated, but don’t discount it.

So, my client thought he had very clear idea about what he wanted to accomplish before our brainstorming session. However, after our exchange of ideas, he realized that his ideas would not accomplish his goals.

Look at what is going on in the world in general and what is happening in your specific community. How does it relate to your cause? That’s how your find your message.

I’m back!

I had a wonderful experience at the Aish Partners Conference.  It was inspirational and a lot of fun.  I loved being surrounded by those who are motivated to take responsibility for the world and want to make a difference for the Jewish people.  No matter who you are or where you live, you were able to gain from the wisdom and experience of the presenters.   The theme of the conference was “Light unto the Nations: Fulfilling Our Mission.”  Each one of us taking personal responsibility for our own corners of the world and being a Kiddush Hashem.

I felt very good about my small contribution to the conference.  My session “Taking your (fund-raising) events from OK to Awesome” was very well received and seemed to empower and inspire those who attended.

Press arrow to play an mp3 from my session

Here are a few of my photos:

Getting prepared for the Partner's Conference - next step

So, now you know your audience and you've created a new paradigm for your event.  Imagine you are sitting in your audience and you are being introduced to your cause (insert cause here!).  You have approximately 45 seconds to capture everyone's attention and get your message across.  Look at these 45 seconds as a teaser, a movie trailer with "Coming Attractions," that gets your audience excited about what's coming next.

STEP THREE - Capture your Audience

How do you capture an audience?  What do you do with them once you've caught them?

Take them on a journey.  Give them a reason to care. Give them a reason to connect to your message or your cause. This is what will translate into increased financial support.

Want help with your journey?  Contact me and we'll explore together.

Welcome from Sarah Weintraub

Welcome to my blog! I hope you find it interesting and useful. Please share it with friends and colleagues.

This coming November 19th I will be speaking at the Aish Partner’s Conference in Stamford, CT. While there, I will be conducting a seminar on creating successful and meaningful events. The seminar is entitled, “Taking your (fund-raising) event from OK to Awesome!” If anyone reading this plans to attend the Partner's Conference, please join me for what will be an informative session.

In real estate, the common phrase used is "Location, location, location." When it comes to creating an exciting and meaningful event, I like to chant, "Know your audience, know your audience, know your audience!"

STEP ONE - Know your audience

Do you know your audience?

If you don't, CONTACT ME and let's discuss who you want to reach and how to do it.

Log on next week for step two!