Committed to the Impact of Museums, Cultural and Nonprofit Organizations
ANU - Museum of the Jewish People, Tel Aviv
Client: Largest Jewish museum in the world, globally-oriented cultural institution. Located in Tel Aviv, Israel
Challenge: The museum completed a 10 year museum reconstruction, institutional rebranding and relaunched in March 2021 with a new name. Senior staff wanted to focus international attention on the new museum, implement new brand positioning globally and attract new and increased tourist audiences, in particular from North America.
Assignment: Create a marketing strategy to bring more tourist visitors to the museum; assist with relaunch communications and branding implementation in the North American marketplace. On-going assignment.
What we did: GRA built an integrated plan to market the museum to North American Jewish, Christian and faith-based tourists. In partnership with the Israel Ministry of Tourism, we cultivated a deep network of tour operators, travel agencies and mission planners who bring tourists to Israel. We launched an special initiative to invite Christian audiences into the museum - developing relevant content, programs and specialized tours.
GRA works on the strategic elements of museum branding, specifically as it relates to the North American audiences. The new brand will touch all external communications and promotional campaigns.
The the acquisition and exhibition of Codex Sassoon, a world-heritage Biblical manuscript in 2023 generated global attention.
Result: Tourist visits from North America exceeded the museum’s most optimistic projections. Overall tourist attendance is expected to continue to grow, in particular with Christian audiences, well into the future.
Sabina: In the Eye of the Storm – Memoir Publication Project
Client: Book editing and publishing project. This is a memoir about survival and human resilience, targeted to young adult readers.
Challenge: Edit, design and publish the book and sell paperback, digital, hardcover and audiobook editions internationally.
Assignment: Use traditional, digital marketing, social media content development and book marketing channels to promote the book. On-going assignment.
What we did: GRA edited the manuscript, self-published the book in 4 versions via several book publishing platforms. Used SEO tools and traditional press outreach to increase the visibility of the book. Launched social media marketing campaigns and marketed book in person and online to individuals, retail and museum bookshops and to libraries.
Result: Current sales have exceeded 4000 copies and over 500,000 online readers.
Bet Am Shalom Synagogue Craft Fair — White Plains, NY
Organization: Local synagogue sponsors this annual juried craft fair as a revenue-generating cultural activity for the organization. Features Judaica artists from Israel and the US.
Challenge: Attract buyers to the onsite event, generate sales and garner press attention.
Assignment: Use press outreach, email marketing and direct mail to attract buyer. Pro bono assignment.
What we did: Wrote and distributed press releases, updated press lists, arranged interviews for featured artists, contributed to email and online marketing campaigns, worked on direct mail copy and lists, organized partnerships with local cultural organizations.
Result: Promotions and positive press coverage ensured sustained attendance for the fair and consistent revenue income for the synagogue.
Silver Lake Behavioral Health – Staten Island, NY
Client: Community health care agency. Provides addiction and addiction-related interventions and services to their local community.
Challenge: Adding new services to their offerings; want to diversify and grow client population.
Assignment: Refresh their brand and communicate new services online. Bring in new clients and increase appointment requests through a new branded website design.
What we did: Created new visual branding, logo and messaging. Redesigned website on SquareSpace; wrote website copy, captured new photography and created new content. Enabled SEO tools and set up keywords. Trained staff in updating the site, uploading content and monitoring metrics.
Result: Branding refresh and new website resulted in an immediate increase in visibility, online searches, website visits and service inquiries online.