The Opportunity

At its core, Hillel stands for supporting young Jewish communities and cultivating a continued interest in Jewish culture. We wholeheartedly believe in the incredible work you do, and we share your vision. We would be honored to support that vision, and are thrilled to share our ideas with you.

CatalystCreativ specializes in revitalizing the narratives of legacy brands while ensuring that we honor the foundations from which they came. We focus on creating brand curriculum that effectively aligns external communication with internal brand narrative.


Goals

  1. Forge a connection between campus Hillel organizations and the international organization

  2. Update and modernize your brand, while maintaining the foundation of your identity.

  3. Captivate and connect with a younger audience through storytelling


Strategy

CatalystCreativ will be the creative engine behind the following initiatives:

  1. Internal Brand Workshop

  2. Communications Strategy

  3. Experiential Strategy


Internal Brand Workshop

CatalystCreativ will lead your executive team and marketers through a custom full-day workshop with our CEO and a Director-level member. The goal of this workshop is to make your team sit forward and engage with your brand. We empower each team member to make their voice heard in a targeted discussion that provides us all the in-depth knowledge we need to create a curriculum that will tell your story holistically.

During the workshop, we will:

  • Give each team member a safe space to actively engage their strengths and ensure you are optimizing all of your team's resources

  • Establish clear communication and maximize creativity

  • Explore millennial trends and assess how your value proposition addresses them

  • Identify your pain points and devise creative solutions to overcome them

  • Extract untapped capabilities, key brand qualities, goals, and campaign concepts to inform the next phases of our partnership

  • Lay the foundation for a custom curriculum to educate your multiple audiences


Communication Strategy

CatalystCreativ will work with your team to devise a communication strategy that will compellingly tell your story externally, and support your processes internally. We will cultivate a strategy that allows you to effectively communicate with and relate to your target audience. Our goal is to provide you with the tools and resources to do so successfully long after our partnership comes to a close. Services include:

  • Producing a communications strategy that is targeted towards engaging university-based Hillel members with Hillel as an international organization

  • Producing events to engage millennial members

  • Curating a social media strategy that fosters the connection to the international brand

  • Copywriting and Design of case studies and other marketing materials

CatalystCreativ will implement the information extracted through the internal brand workshop by creating a social media strategy that supports the communications and content strategy by:

  • Developing goals and KPIs, by channel

  • Ideating and planning social campaigns

  • Developing social content calendar pillars focused on Hillel’s particular goals


Sample Activation Ideas

 

An output of the internal workshop will be to create a campaign that brings together experiential and digital to engage with college students.

Digital Ideas:

  • #HillelMeans

    • Host a creative competition for students to share what it is like to be a modern-day millennial Jew in Hillel

    • Students will submit posts on Instagram with the hashtag #HillelMeans and share their experience

      • Similar to Humans of New York style posts

    • Create an incentive program for people to post

      • “Share your Hillel story with the hashtag #HillelMeans for the chance to win…”

    • Provide content for International Hillel as marketing information

    • PR opportunity

  • #1in50

    • Pew Research estimates that 2.2% of the U.S. adult population is Jewish (2017), meaning that approximately one in every fifty people in America is Jewish.

    • Launch a campaign with the hashtag #1in50, asking people to share their experience with being a minority group in America

    • Employ an incentive program

    • Provide content for Hillel to repurpose

    • PR opportunity

Experiential Ideas:

  • Hillel President Retreat

    • Invite all of the Hillel Chapter presidents to a weekend retreat featuring:

      • Motivational Jewish speakers who engage with millennials

      • Workshops

      • Family-style shabbat dinners

      • Team building exercises to facilitate connections between chapter presidents

  • Hillel Tour

    • International Hillel will go on a campus tour to different universities to:

      • Host a Shabbat dinner with each campus

      • Facilitate workshops with campus members

      • Schedule speaking engagements with local influencers

      • Share a toolkit for all of the chapters to connect their efforts to the efforts of the international organization


External Services

  • Website branding and design
  • Strategy and communications
  • Digital media and social media management
  • Physical experiences and programming
  • Micro-influencer and influencer curation

Case Studies

CatalystCreativ has extensive experience bridging generational gaps, both internally and externally. We work one-on-one with our clients in a coaching capacity to honor your foundation while building your future. We never assume change is needed for the sake of change, but believe that brand evolution is natural and crucial for survival.

The following case studies outline work examples in which our team has communicated to highly targeted demographics within one organization to include everyone in the conversation.

The Nature Conservancy: Each year, CatalystCreativ has concepted, designed, and produced TNC's national gathering of the Conservancy’s most important trustees and staff of all ages in Washington D.C. Our team curates an original theme and aesthetic for each year, including conference branding guidelines, logo, signage, invitations, graphics, and presentations. Full case study here.

  • Things we did well: 
    • Cultivated trust with TNC, having worked with them for the past several years. We just finished up their most recent summit in D.C. and are already talking about their future event in 2020.
    • Formed lasting relationships with the client, understanding their spoken and unspoken needs
    • Designed visual content that spoke to the brand's mission and appealed to the audience, looking aesthetically pleasing and informative
  • Things we can do better:
    • Work with the client to find a healthy balance of traditional conference content and more interactive, younger ideas

Foundation Fighting Blindness: CatalystCreativ initiated the first-ever digital campaign and fundraiser for this 40 year old nonprofit, resulting in a reach of 55.3 million people, 300% digital community growth, & widespread influencer participation all to engage a new generation of FFB donors. Full case study here.

  • Things we did well:
    • Utilized the power of news partnerships, such as the Today Show, Huffington Post, and Dose
    • Leverage social media to increase traffic and awareness
      • Increase FFB website traffic by 72%
      • 10.5 million Instagram impressions
      • 140,000 user-generated videos for the campaign 
    • Partner with influencers to boost the campaign's success
      • In addition, we learned about the importance of micro-influencers
        • People are more likely to listen to their friends than a celebrity
  • Things we can do better:
    • We tapped into our personal and professional networks for the social media campaign. Although it was successful for the campaign, we learned that tapping into our friends and colleagues is not a sustainable way to run a social media campaign. We learned that we must cultivate and harness FFB's connections, rather than exhaust our own.

NPR: Generation Listen: CatalystCreativ was hired to bridge the generation gap between NPR's listeners. We rallied a community of millennials around an otherwise aging brand by launching a millennial platform in key cities, complete with engaging viral content & immersive experiences. Learn more here.

  • Things we did well:
    • Production of event 
    • Venue management 
    • Creating branding and design that is in-line with the client's overall mission and goals
  • Things we can do better:
    • We learned a lot about working with legacy brands through this client. Again, it was a learning experience of understanding where a brand came from and the modern, millennial mindset that we want to employ. 

Budget

*Exact prices will depend on services requested

  1.  Custom Brand Workshop: $15,000

    1. One-day workshop with CatalystCreativ CEO

    2. Find strong points and pain points within Hillel

    3. Gain insight into the Hillel brand

  2. Communication, Social and Content Strategy : $10,000 one time fee

    1. Full social media strategy

      1. Specifically targeted paid and organic social media campaigns

    2. Brand messaging, voice and tone

    3. KPI establishment, monitoring and reporting

    4. Paid Media:

      1. Ad campaign strategy

      2. Dark posts

  3. Social Media Community Manager: $5,000/month

    1. Additional Graphics and Design: $150/hour

    2. The creation of original branded content, tailored by social channel

    3. Copywriting and design for paid social ads and unpaid social

    4. Posting and maintaining decided upon social media channels

      1. Content Calendar

  4. Experiential Production - starting at $15,000

    1. In-person experience

      1. Hillel President Retreat

      2. Hillel Tour



Thank you!

We are thrilled at the opportunity to tell the story of Hillel.