Escolar Documentos
Profissional Documentos
Cultura Documentos
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Conict-Ridden
Ultra-religious
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Decency
Diversity
Creativity
Vibrancy
Spirit
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Young People!
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Women!
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Democrats!
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Minorities!
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To help them to connect.! Or Israel is at risk of losing the next generation of Americans.!
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! Mission! ! To ensure that mainstream Americans have a connection to Israel.! ! Approach! ! Develop systematic research-based strategy, plans and programming.!
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! Formative Research - Segmentation Study Findings! ! Resultant Communications Strategy! ! A New Communications Approach: Creative Work! ! Research Results on Creative Approach! ! Multimedia Marketing Program!
Formative Research!
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! Explore perceptions of Israel among all key demographic groups.! ! Identify barriers that prevent them from relating to Israel.! ! Ascertain which strategic communications approaches can help overcome
these barriers.!
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! Firm, but small and well-dened, base.! ! While theres general good will across segments, it is fragile and lacking in depth.! ! Large segments are at risk. They represent a signicant portion of the population, reect
the demographic future of the country and include key sources of inuence. !
! For the at risk groups, this is not about being pro-Israel or pro-Palestinian. This is about
their relationship to Israel, and we risk losing them -- to indifference, to alienation or to being negatively branded.!
! At-risk groups are fundamentally different in outlook, values and style of engagement from
core supporters.!
! Many of the things that our core group likes to hear and say actually alienate the at risk
groups. We need to say something different and say it in a very different style to expand our reach.!
! Fortunately there is an approach that resonates with these groups, and the themes that
Overall Data Looks Positive, But National Numbers Dont Tell the Whole Story!
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GEN POP !
Israel is one of the good guys ! Israelis are creative and innovative ! Israelis are admirable ! Israelis are like us ! Israelis maintain high moral standards! Israel protects human rights !
67 ! 67 ! 65 ! 57 ! 56 ! 48 !
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At-Risk !
PE ! Women ! Dem ! Col ! 18-29 ! GEN POP ! 60+ !
Core !
Rep ! Men ! Jews !
61 ! 82 ! 70 ! 69 ! 39 ! 34 !
63 ! 65 ! 64 ! 50 ! 55 ! 44 !
60 ! 66 ! 61 ! 52 ! 51 ! 40 !
59 ! 47 ! 49 ! 51 ! 52 ! 42 !
57 ! 48 ! 51 ! 42 ! 57 ! 39 !
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One of the good guys !
83 ! 81 ! 77 ! 69 ! 65 ! 59 !
72 ! 67 ! 66 ! 60 ! 64 ! 57 !
71 ! 69 ! 66 ! 63 ! 57 ! 52 !
96 ! 94 ! 95 ! 88 ! 92 ! 89 !
67 !
Creative and innovative !
65 !
Are admirable !
57 !
Are like us !
Maintain high moral standards !
56 ! 48 !
19 !
At-Risk !
Core !
Col ! 18-29 ! GEN POP ! 60+ ! Rep ! Men ! Jews !
t
PE!
54 ! 31 !
Women !
Dem !
75 ! 16 !
72! 20!
82 ! 24!
82 ! 22 !
74 ! 21 !
74 ! 26 !
78 ! 16!
72 ! 26 !
50 ! 76!
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At-Risk !
PE! Women! Dem! Col! 18-29! GEN POP! 60+!
Core !
Rep! Men! Jews!
35! 58! 7!
24! 66! 8!
29! 62! 8!
24! 64! 8!
36!
Support Israel!
54! 39! 5!
48! 49! 2!
38! 53! 8!
83! 16! 1!
Support Neither!
55! 7!
Support Palestinians!
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Unreachable! 8% !
10% !
Very critical,! Support neither, ! + Interested !
34% !
Support neither + ! Low interest !
26% !
Soft support + ! Low interest!
Conicted !
Disengaged !
Well-Intentioned !
22 !
Unreachable! 8%!
23 !
Unreachable!
AT-RISK MIDDLE !
70%!
Core Support!
8%!
1. Irrelevance! Dont know anything about Israel! (28)! Are not interested in the conict (53)! 14!
10%!
Conicted!
34%!
Disengaged!
26%!
Well-Intentioned!
22%!
11!
40!
46!
1!
20!
27!
74!
65!
2!
No interest in the conict, and we havent engaged them at any other level.!
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Unreachable!
AT-RISK MIDDLE !
70%!
Core Support!
8%!
1. Irrelevance! 1. Irrelevance! 2. Alien! 2. Alien! Israelis not like me Israelis are not like me (41)! (41)! People are cool People are cool (52) ! (52)! People are admirable! People are admirable ! (65) ! (65)!
10%!
Conicted!
34%!
Disengaged!
26%!
Well-Intentioned!
22%!
Dont understand who the people are and therefore dont empathize with them.!
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Unreachable!
AT-RISK MIDDLE !
70%!
Core Support!
8%!
1. Irrelevance! 2. Alien! 3. Question Morality! Israel protects human rights (48)!
10%!
Conicted!
34%!
Disengaged!
26%!
Well-Intentioned!
22%!
15!
22!
31!
50!
83!
Questions about morality further distance at-risk groups from the Israeli people/state.!
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Unreachable!
AT-RISK MIDDLE !
70%!
Core Support!
8%!
1. Irrelevance! 2. Alien! 3. Question Morality! 4. Discomfort with Taking Sides! Its not clear whos right or wrong anymore (60)!
10%!
Conicted!
34%!
Disengaged!
26%!
Well-Intentioned!
22%!
61!
75!
77!
58!
27!
Dont want to be asked to support something they are not connected to.!
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Unreachable!
AT-RISK MIDDLE !
70%!
Core Support!
8%!
Lean Towards! Israeli Side! (36)! Neither (55)! Palestinian Side! (7)! ! 19!
10%!
Conicted!
34%!
Disengaged!
26%!
Well-Intentioned!
22%!
8! 89!
4! 91!
46! 54!
100! !
81!
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Implications on Communications!
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Unreachable!
AT-RISK MIDDLE !
Core Support!
8%!
70%!
22%!
Summary! The majority of the country is now in the middle.! At-risk groups are disengaging from Israel, not adopting a pro-Palestinian position.! This isnt an election Americans can choose neither side. And if they do, Israel loses.!
Goal of Communications! Cannot solely be support, as a signicant percentage of our target audience does not care about the conict.! Should be to elevate perceptions of Israel/Israelis.!
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armed enemies ! ! Israels destruction is the clear objective of Israels enemies! ! Fighting against the the people who danced in the streets on 9/11!
the world, a better place! ! The creative spirit of the Israeli people! ! Modern, diverse, open society!
versus!
PRO-PALESTINIAN NARRATIVE!
! Israel de-facto apartheid state! ! Discriminatory, undemocratic
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armed enemies ! ! Israels destruction is the clear objective of Israels enemies.! ! Fighting against the the people who danced in the streets on 9/11!
the world, a better place! ! The creative spirit of the Israeli people! ! Modern, diverse, open society!
versus!
PRO-PALESTINIAN NARRATIVE!
! Israel de-facto apartheid state! ! Discriminatory, undemocratic
Narrative widens our advantage over Palestinian narrative.! Gen. Pop. Hispanics ! College students +10! +31! +39!
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GENERAL POPULATION !
Women!
More open! Care more! Support Israel more!
18-29!
22! 20! 8!
These are necessary steps that cant be skipped in the quest for support. !
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Current Goal!
Asking for support, without rst building relationships! Fact-based!
Rightness of cause ! Undermining, de-positioning of
Recommended Goal!
Laying the groundwork by creating a connection! Emotional!
Dene human face! Create empathy! Values, fairness, decency! Creativity, productive energy! Indomitable nature, cutting edge, unexpected coolness! Complexity, struggle, vulnerability, moral commitment!
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Qualitative Research!
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Ingoing strategic direction is spot-on:! Pervasive misperceptions about Israeli society ultra-religious and militaristic! Preclude Americans from relating to Israel/Israelis! Create connection by showing the human face, not by advocating! Narrow focus on religion and conict carries with it negative perceptions. Its important to:! Avoid reinforcing negative stereotypes! Show elements of Israeli life that dispel these misperceptions! To overcome misperceptions and create connection, communicate about:! Israeli society! Individual Israelis! Identied campaign resonates with all at-risk groups: ! Genuine openness to a broader perspective of Israel/Israelis! Recognition that they dont get full picture from the media! Belief in the authenticity of what they were being shown!
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Quantitative Research!
Campaign Has Strong Impact on Overall Image of Israel ! Works Across All At-Risk Audiences!
% With Positive Image of Israel Pre Post Campaign !
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+28!
76%!
+45!
66%!
67%!
+57!
37%!
+30!
+23!
31%!
+26!
9%!
+15!
Conicted!
Disengaged!
Well Intentioned!
Campaign Boosts Image of Israelis Humanizing Them While Combating Ultra-Religous Image!
% Strongly Agree Attribute Describes Israelis Pre Post Campaign!
Pre-Post Campaign!
45 !
+24
+23
+21
+21
+21
+20
+20
+17
+15
+14
+6
-2
-11
Post Campaign !
Pre-Campaign !
Fun loving Are innovative Creative Are Are warm admirable and caring Have diverse/ different points of view Like me Are cool Are fair and decent Are tolerant Maintain high moral standards Are arrogant Ultrareligious
Campaign Also Boosts Positive Perceptions of Israel Reversing Sentiments About Conict and War!
% Strongly Agree Attribute Describes Israel Pre Post Campaign!
Pre-Post Campaign!
46 !
+30!
+26!
+25!
+17!
+12!
+9!
-22!
-24!
paign ! m a C t Pos
Is vibrant
Is culturally diverse
Is modern
Is war-torn
Is dominated by conflict
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86%!
89%!
+6!
95%!
+16!
62%!
78%! 69%!
+17!
55%!
+17!
+6!
Conicted!
Disengaged!
Well Intentioned!
48 !
+11!
Conicted!
Disengaged!
Well Intentioned!
Campaign Moves Critical Obama Voting Block! On All Key Metrics Including!
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Minorities!
Pre! Post!
Democrats!
Pre! Post!
18 34 Yrs Old!
Pre! Post!
Women!
Pre! Post!
Total! Very!
25! 3!
79! 27!
27! 5!
79! 32!
28! 7!
79! 29!
36! 6!
84! 36!
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+11!
+16!
+16!
+14!
+14!
+14!
+10!
+17!
+12!
+12!
Minorities!
Democrats!
Women!
The Campaign Not Only Connects Americans to Israelis It Reverses Existing Momentum!
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Unreachable! 8%!
New Approach!
Openness
! Caring
Support!
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Q17: In the blanks spaces below, please list the three words you would use to describe Israelis. OPEN END "
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Q21: In the blanks spaces below, please list the three words you would use to describe Israelis. OPEN END"
Marketing Program
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Media Elements
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The future is at risk: core supporters are aging; the emerging coalition are disconnected from Israel and Israelis.! Weve created a way to connect: introducing the human face of Israeli society and fostering emotional connection.! Being Israeli succeeds: makes at-risk groups more open, caring and supportive.! We need to reach out: to connect with 70% of Americans accessible to us, but at risk unless we act.! How can you help make this happen?!
Total Budget!
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Test Markets! Media Costs: ! Production: ! Account Management: Research: ! ! ! ! ! !$2.5! ! 2.0! ! .8! ! .3!
! 1.0!
Total Budget
!$6.6!
Appendix
Current Plans!
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In-Market Impact!
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"Last year when the BDS movement hosted their international conference at the University of Pennsylvania, Hillel turned to the groundbreaking research done by Brand Israel Group for guidance. Their ndings laid the foundation for creating the national response and helped us focus on issues that matter most to college students.! Their work also inspired us to move beyond an advocacy approach that would have been lled with facts and gures intended to counter the BDS message. Instead, we created a curriculum for students that transcended the crisis narrative and focused on humanizing Israelis.! The approach has been widely recognized as successful and we continue to use it as the template for connecting college students to Israel. Rabbi Mike Uram, Director and Campus Rabbi, Penn Hillel
In-Market Impact!
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The work of Brand Israel Group (BIG) has signicantly informed our efforts at countering the assault on Israels legitimacy. Their Segmentation Study identied the communications gap between core supporters of Israel and the at-risk middle those who are vulnerable to the messages of delegitimization. It demonstrated the most effective way of reaching the at-risk audiences and insulating them from the delegitimizers. In dealing with incidents across the country in communities, on campuses or in other venues their approach works. By showing the human face of Israeli society and the complexity of the Israeli situation, we have been able to reach critical at-risk constituencies.! David Dabscheck, Deputy Managing Director, JFNA/JCPA Israel Action Network
Qualitative Impressions!
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I thought it was a fear-based society before seeing the ads, but they couldnt have achieved all this if they lived in a fear-based society.! Conicted, Houston
All you read in the media, youre led to think their world is different than ours, this made me see theyre like me.! Well-intentioned, younger, Boston
I always thought only about the conict, but theres a whole other side. Well-intentioned, female, Boston