web analytics
May 29, 2015 / 11 Sivan, 5775
At a Glance
News & Views
Sponsored Post


Strong Marketing Drives Success at UC Santa Cruz


Marketing and strategy

Visit http://israelcampusbeat.org for the latest Israel trends and events on campus.

You might not expect it, but the pro-Israel group at the University of California, Santa Cruz — a school with a decidedly liberal reputation — drew impressive numbers of attendees to its events throughout the past academic year. Approximately 150 people attended the Santa Cruz Israel Action Committee’s (SCIAC) big fall quarter event, a screening of the documentary film, U.N. Me. and the numbers remained impressive all the way through spring quarter.

SCIAC employed a strategy of publicizing its events widely. One of its final events of the year, a talk by the American-born Israeli entrepreneur Jonathan Medved, who was featured in the 2009 book Start-up Nation, drew 80 people. The event was cosponsored by the engineering department.

These numbers are impressive on their own, but SCIAC’s history casts them in a different light. The group’s events have not always been so popular.

“When I first joined, no one came to events,” said Lauren Kasner, a senior at UCSC and SCIAC vice president of programming who also serves as a StandWithUs Emerson Fellow.

During the summer of 2011, SCIAC members formed their first independent and fully functional student board, empowered by a unifying democratized decision-making process. Fortunately, this new SCIAC leadership realized the importance of good marketing, and the group focused on recruitment and event promotion, carefully strategizing to spread the word in ways that garner campus-wide attention.

“We realized that our outreach wasn’t very strong,” said senior Guy Herschmann, who is the StandWithUs Northern California campus coordinator. “So we decided to take a more proactive, visible approach.”

The shift in marketing has been no easy feat.

“We’ve had a lot of trouble publicizing SCIAC,” UCSC junior and SCIAC board chair Prescott Watson said. “We’re not a big group; our board is seven people, and we don’t have that many invested people coming to our general meetings. We’re dealing with a small group of people who are dedicated, and the rest of the campus is pretty apathetic.”

But this small group has poured tremendous thought and energy into tailoring their marketing tactics to the UCSC community.

“Our campus is really decentralized, so we have a hard time flyering,” Watson said.

To SCIAC members, this apparent roadblock is merely a logistical barrier that can be bypassed with thoughtful and innovative advertising tactics.

“We put a lot of effort into regular flyers and any means of advertising we can think of,” Kasner said. “We print big posters. We’re adamant about flyering bus stops multiple times a week. We put flyers all over libraries and classrooms and we make classroom announcements. We take a very ‘in-your-face,’ approach; you can’t really miss us.”

Herschmann also finds it helpful to take interest in individual underclassmen with high potential for interest and involvement in campus pro-Israel activities.

“I take them to coffee or lunch,” Herschmann said. “I don’t hesitate to call or text them. I don’t ask ‘if’,’ I ask ‘when.’”

To bolster attendance and support for the Medved lecture, SCIAC leaders turned to academic departments on their campus. After contacting various economics professors, the economics department, computer science professors and heads of development, SCIAC enlisted the Department of Engineering as event cosponsor.

“Cosponsoring the event with campus departments allowed us to draw out audiences that we never had before,” Herschmann said, “making the event all the more successful.”

Professors encouraged their students to attend the event, and some economics professors even offered extra credit, according to Herschmann.

“They want their students to learn from experts around the world—including Israel,” Herschmann said. “When you look at a country and how it’s transformed the world—you look at Israel, Israel is as good as it gets.”

In addition to aggressive marketing and cosponsorships, the SCIAC board members tap into a marketing aspect that no college student can resist: free food.

“We’ve been really lucky this year,” Kasner said. “We’ve been able to cater a lot of our events.”

SCIAC’s food-marketing strategy was especially effective in drawing attention to and bolstering attendance at the U.N. Me screening during fall quarter.

“I made sure that no one got falafel unless we got their name and email address and educated them about Israel, which we did with Israel pocket facts and StandWithUs brochures about Israel and the U.N.,” Herschmann said.

About the Author: Visit http://israelcampusbeat.org for the latest Israel trends and events on campus.


If you don't see your comment after publishing it, refresh the page.

Our comments section is intended for meaningful responses and debates in a civilized manner. We ask that you respect the fact that we are a religious Jewish website and avoid inappropriate language at all cost.

If you promote any foreign religions, gods or messiahs, lies about Israel, anti-Semitism, or advocate violence (except against terrorists), your permission to comment may be revoked.

No Responses to “Strong Marketing Drives Success at UC Santa Cruz”

Comments are closed.

Current Top Story
Missionaries in the Tel Aviv area.
Religious Mailmen Complain They Have to Deliver Missionary Propaganda
Latest News Stories
Missionaries in the Tel Aviv area.

Postal officials refuse mailmen’s request to be relieved of the job to deliver Baptist cult material that may be illegal.

The design of the forthcoming Kedem Center, a visitor's center for Jerusalem's City of David.

Final steps are underway for building the City of David’s “Kedem” visitor’s center in Jerusalem that will sit on top of the “Givati Parking Lot” excavation just outside of the Old City of Jerusalem’s walls. The visitor’s center will serve as an entryway to the Jerusalem Walls National Park, which includes the City of David […]

Flooding in Houston on Tuesday.

The Orthodox Union, B’nai Brith and the Houston Federation are pitching in.

Massachusetts Gov. Charlie Baker declared Sunday, May 31 as “Celebrate Israel Day,” when thousands of Israeli Americans, Jews and supporters of Israel are to attend the Celebrate Israel Boston Festival sponsored by the Combined Jewish Philanthropies and the Israeli-American Council Boston Chapter. Gov. Baker noted that Israel remains “a tremendous partner, economically and culturally,” to […]

The “rabbi “may be a “reverend” who allegedly was not revered by Ice Cube’s bullies.

Israeli PM Netanyahu talks about his vision for regional cooperation with Arab nations.

Hadera drew the attention of El Paso officials for the city’s desert environment, a large electric power plant, desalination plant and manufacturing complex, and the high-tech incubation programs at the Technion-Israel Institute of Technology, located 30 miles away.

A day devoted to “peaceful co-existence” in Jerusalem was marred by Arab “anti-normalization” thugs.

At least a dozen people are reported to have been killed in the attack, and another 30 wounded.

The labor union at Israel Railways warned Thursday that workers plan to strike on Sunday.

They’re just rackng up the Iranian generals….

The Nusra front now controls all the cities in the province, which shares a border with Turkey.

A yeshiva student from Jerusalem was found lifeless Thursday after he apparently drowned while swimming in nearby Beit Zayit.

PM Netanyahu warns FIFA that Palestinian blackmail will ultimately kill the international soccer federation which hopes to expel Israel from the group.

Another surgery is needed. Please daven for Aryeh ben Rina.

Both Westmacott and German ambassador Peter Wittig warned that if the U.S. Congress blocked a deal by not enabling sanctions relief to take place, the international sanctions regime would collapse.

More Articles from Molly Cornfield, Israel Campus Beat
Marketing and strategy

You might not expect it, but the pro-Israel group at the University of California, Santa Cruz — a school with a decidedly liberal reputation — drew impressive numbers of attendees to its events throughout the past academic year. Approximately 150 people attended the Santa Cruz Israel Action Committee’s big fall quarter event, a screening of the documentary film, U.N. Me.

El Al airplane

Imagine a different kind of Israel program. One that features a wide range of Israeli citizens sharing their own stories about Israel. And all of them work for the country’s national airline.

Printed from: http://www.jewishpress.com/news/on-campus/innovative-pro-israel-marketing-wins-at-uc-santa-cruz/2012/06/13/

Scan this QR code to visit this page online: