View guidelines for submissions, criteria and FAQs for the Lay Leadership Excellence Awards.
Zahav Award (Gold Standard)
Truly outstanding, visionary initiatives with maximum impact or potential for change.
I – PLANNING
Betty & Milton Katz JCC, Cherry Hill, NJ
President: Mark Dannenbaum
Executive Director: Les Cohen
Title/Description: Comprehensive Organizational Marketing Plan
A year-long plan for all JCC departments to use as a guideline for strategizing and implementing successful event, fundraising and program marketing. Highlight of the plan includes a month-by-month snapshot of each department’s marketing needs, as well as a monthly analysis of the entire agency’s marketing budget. These worksheets allow the marketing department to easily monitor workflow, budget, and cross-marketing opportunities.
J – BRAND POSITIONING AND MESSAGING
Mandell Jewish Community Center, West Hartford, CT
President: Theodore Kaplan
Executive Director: David Jacobs
Title/Description: Corporate Partners JCC Banner Program
The JCC corporate development staff worked with marketing to develop a banner that utilized JCC branding, key action words, JCC member images, and partner logos. Corporate development sold a specific image and action word banner to each corporate partner. The banners were produced and placed in the fitness center and on poles in the parking lot.
92nd Street Y, New York, NY
President: Thomas Kaplan
Executive Director: Sol Adler
Title/Description: Title: 92nd Street Y Open Doors Brand Campaign
The 92Y Open Doors brand campaign was created to re-energize 92nd Street YM-YWHA, a 137-year-old multi-department institution, and unite the thousands of events and programs it markets each year under a single brand voice. For the first time in its history, all 92Y content consistently conveys the brand promise encapsulated in the tag line: An Open Door to Extraordinary Worlds.
K – NEW MEDIA
JCC of San Francisco, San Francisco, CA
President: Sophie Ross
Executive Director: Barry Finestone
Title/Description: 3200 Stories: An Online Publication of the JCCSF
The purpose of 3200 Stories (www.3200stories.org) was to create an online venue with the warmth, vitality and multiplicity of staff and community voices found in the physical JCCSF at 3200 California Street — a website that felt entirely a part of the JCCSF experience
Roth Jewish Community Center of Greater Orlando, Maitland, FL
President: Tomer Taggart
Executive Director: David Wayne
Title/Description: New Media Strategy
New strategy drives early childhood and summer camp enrollment through a process that integrates a website with lead-generating forms, pay-per-click search engine advertising, and the systems to follow-up and track all leads through the sales cycle.
JCC Chicago, Chicago, IL
President: Stuart Hochwert
Executive Director: Martin Levine
Title/Description: OnlineEdge
Conception, design, and comprehensive campaign roll-out of new online program registration and self-service customer account management system.
Milton & Betty Katz JCC, Margate City, NJ
President: Joel Chipkin
Executive Director: Jack Fox
Title/Description: Music Video Lip Dubs
The JCC created three lip dub videos to showcase its staff, facilities and camp program. A lip dub is a choreographed lip-synched music video shot in one continuous take, no cuts or edits. The video takes the viewer on a designated path through the JCC building, highlighting staff and programs in action –all set to music. A new approach to viral marketing and a great team-building exercise, which involves the community.
Mandel JCC of Cleveland, Beachwood, OH
President: Jeanne Tobin
Executive Director: Michael Hyman
Title/Description: Wise Wednesday Celebrations
Camp Wise community is urged to wear Camp Wise clothing every Wednesday and submit photos wearing their favorite camp T-shirt, sweatshirt, or hat. Pictures are posted in a Facebook album, which generates more interest and drives traffic to website. Wise Wednesdays help to keep in touch with community and reconnect with alumnae.
Harry & Rose Samson Family JCC, Milwaukee, WI
President: Moshe Katz
Executive Director: Mark Shapiro
Title/Description: Moment of Torah
This initiative was created as a way to bring the weekly Torah portion to life in an easily accessible way. By utilizing modern technology such as YouTube, Facebook and e-mail blasts, different staff members can bring Torah into the homes of members and the greater Milwaukee Jewish community with just a click of a button.
L – TRADITIONAL MEDIA
Osher Marin JCC, San Rafael, CA
President: Marty Friedman
Executive Director: Judy Wolff Bolton
Title/Description: Leveraging JCC Reach by Collaborating in Cable Advertising
The JCC expanded its successful cable TV ad campaign through collaboration with five West Bay Area JCCs. Sharing fixed production costs reduced the cost to each JCC for common elements of a local JCC commercial to be aired in each JCC’s market area.
JCC Chicago, Chicago, IL
President: Stuart Hochwert
Executive Director: Martin Levine
Title/Description: CampStart Promotion
A new-camper promotion for first-time campers entering kindergarten through second grade, CampStart was created to give the incentive stature by implying a greater cause. The positioning copy states, “JCC is excited to participate in CampStart to foster increased access to the joys of Jewish day camp at great savings.” The promotion provided a $1,000 savings on eight weeks, $500 on four weeks of day camp. In this way, the discount was presented as a form of community service.
Jerry Shaw Jewish Community Center of Akron, Akron, OH
President: David Minc
Executive Director: Todd Rockoff
Title/Description: JCC Champions Program
The purpose of the Champions Program was to leverage the loyalty of current members to recruit new members. Current members were incentivized to talk about the benefits of JCC membership to others.
Kevy & Teddy Kaiserman JCC, Wynnewood, PA
President: Ron Hoxter
Executive Director: Farrell Borine
Title/Description: 2011 JCC Maccabi Games Wall
A wall over 10 feet high and 14 feet wide was placed in the front lobby for one year leading up to the Philadelphia 2011 JCC Maccabi Games. The Wall was the central location to update visitors and members about the Games, new sponsors and host families. This giant information unit also featured a countdown clock to Opening Ceremonies to encourage membership to get excited about the Games.
Kol Ha Kavod Awards (Honor to You)
Exemplary initiatives that can be replicated by other JCCs.
I-PLANNING
Jerry Shaw Jewish Community Center of Akron, Akron, OH
President: David Minc
Executive Director: Todd Rockoff
Title/Description: Marketing Strategy
Developing a marketing plan, enlisting a task force, building a committee, and hiring a full-time marketing staff person led to robust marketing effort.
JCC of Greater Pittsburgh, Pittsburgh, PA
President: Jeffrey Markel
Executive Director: Brian Schreiber
Title/Description: The JCC of Greater Pittsburgh Platform—Marketing Philosophy and Goals
The marketing team developed a marketing plan that moved beyond simply laying out plans. The JCC Pittsburgh Platform directly links the agency’s mission and goals to marketing efforts in all areas, enabling intention rather than impulse in making marketing decisions.
J – BRAND POSITIONING AND MESSAGING
JCCs of Greater Boston, Newton, MA
President: Jonathan Samen
Executive Director: Mark Sokoll
Title/Description: Overhaul of JCC’s Look, Feel and Positioning.
Rebranding includes new logo, collateral design, e-communications, consolidation of four domains into one website design and implementation, introduction of new Jewish My Way branding and positioning, and video.
Evelyn Rubenstein Jewish Community Center, Houston, TX
President: Sam Stolbun
Executive Director: Joel Dinkin
Title/Description: ERJCC Style Guide– Your Guide to the ERJCC Brand.
Recently, the JCC of Houston changed its name to the Evelyn Rubenstein Jewish Community Center of Houston as a result of a generous gift from Linda and Jerry Rubenstein. This name change created a new brand position for the ERJCC. Marketing was tasked with developing a brand-new style guide to be embraced and championed by all.
K – NEW MEDIA
JCC of Greater Vancouver, Vancouver, BC
President: Alex Cristall
Executive Director: Rick Nelson
Title/Description: Why I Love the J
An original funky musical video love letter shouts to the world what people absolutely LOVE about the JCC and launched WHY I LOVE THE J Contest. The contest urged the target audience to show the J some love by telling in creative ways why they love the J. Prizes were offered for best submissions. Submissions are being re-purposed in subsequent marketing efforts.
Addison-Penzak JCC of Silicon Valley, Los Gatos, CA
President: Judith Levin
Executive Director: Hal Bordy
Title/Description: APJCC Promotional Videos
Professional documentary filmmaker created videos in exchange for membership. JCC members and staff appeared in the videos. Paid $299 to Yelp to create their own short video to appear on JCC Yelp page. Web leads have increased steadily over the past 18 months.
Oshman Family JCC, Palo Alto, CA
President: Daryl Messinger
Executive Director: Alan Sataloff
Title/Description: 1,000 Strong Facebook Fan Contest
Deepening and broadening member engagement through social media is a key marketing objective. To that end, a contest encouraged people to Like JCC’s Facebook page. Using both traditional and social media to market, JCC successfully reached goal in about two months. The campaign encouraged creativity with Facebook posts, resulting in a lively and interactive virtual community.
Osher Marin JCC, San Rafael, CA
President: Marty Friedman
Executive Director: Judy Wolff Bolton
Title/Description: Creating Cutting Edge New Media
The goal was to reposition previously existing Web material to increase prominence and strive for the search engine optimization (SEO) strategy of being on the first page of every Web search in over 10 key areas. Each department head for a major Center of Excellence created a Facebook page, e-mail list, and e-blast strategy, complete with blogs and videos. Most implemented Twitter presences as well, with performing arts adding special promotions in its tweets. Virtual tours were created for 18 locations at the JCC, giving people a 360 degree preview prior to visiting.
Marcus JCC of Atlanta, Dunwoody, GA
President: Garrett Van de Grift
Executive Director: Gail Luxenberg
Title/Description: Be Inspired 2011 Annual Fund Campaign Video
This three-plus minute video was developed as a tool to raise awareness while raising funds. It was posted online and on social media outlets, given to solicitors to use on donor calls, and showed prior to each of our book festival events. Through the use of keywords and images, the video details the MJCCA’s impact on the Atlanta Jewish community and how YOU can help.
Adolph & Rose Levis JCC, Boca Raton, FL
President: Stephanie Owitz
Executive Director: Cindy Bergman
Title/Description: Adolph & Rose Levis Jewish Community Center Website Redesign
Goal was to give users a website that was more visually attractive, user friendly and interactive. The new site allows JCC to call out key revenue generating programs, and it provides opportunities for visitors to easily submit inquiries, schedule a tour, make a donation, Like on Facebook, provide feedback and sign up to receive news. The new site also allows for lead generation and data tracking.
Capital Camp & Retreat Center, Rockville, MD
President: TK
Executive Director: David Phillips
Title/Description: Innovative Use of Social Media and the Internet
Through Facebook, Twitter and a redesigned registered family website, communications go out to camp families on a daily basis throughout the year.
JCC of Central NJ, Scotch Plains, NJ
President: Suzanne Albin Tucker
Executive Director: Barak Hermann
Title/Description: Successful Use of Facebook as Key Communication and Branding Tool for Camp Yachad.
The JCC developed plan to communicate regularly about camp via Facebook. Growth was tremendous: May 25, 131 monthly active users; July 25, 698 monthly active users. Pre camp, about 300 “lifetime likes”; by close of camp, 534 lifetime likes. Before the start of camp, 28 daily active users; first day of camp, 255 daily active users and 420 daily logged in page views.
JCC of Greater Pittsburgh, Pittsburgh, PA
President: Jeffrey Markel
Executive Director: Brian Schreiber
Title/Description: EKC: Are You Ready?
The Jewish Community Center of Greater Pittsburgh’s Emma Kaufmann Camp lip dub video, made in July 2011, features EKC’s approximately 600 second session campers and staff strutting their stuff to the camp’s signature song, “Country Roads.”
L – TRADITIONAL MEDIA
Prosserman JCC, Toronto, ON
President: Brian Schachter
Executive Director: Andrew Levy
Title/Description: Fall/Winter Program Guide
Colorful, well-designed program guide translates JCC Brand to reflect personality of the individual JCC. Reinforces the JCC as a place of multiple opportunities and Jewish experiences.
Tucson JCC, Tucson, AZ
President: Tom Warne
Executive Director: Kenneth Light
Title/Description: Third Annual Sculpture Garden Catalog
A piece that retains the JCC brand and also feels like a sophisticated art gallery catalog. It includes a fold out with a map of the garden so visitors—primarily tourists–can go on a self-tour.
Jewish Community Alliance of Jacksonville, Jacksonville, FL
President: Nancy Perlman
Executive Director: Myron Flagler
Title/Description: New Member Thank-You Package
Package given to new members includes a colorful, lined tote bag with an insertion outlining the benefits of membership and a reminder about referrals.
Marcus JCC of Atlanta, Dunwoody, GA
President: Garrett Van de Grift
Executive Director: Gail Luxenberg
Title/Description: 2012 Annual Fund Campaign
The campaign, Be Inspired, focuses on communicating to the community how MCJCC impacts the Atlanta Jewish community and why it is a critical part of Atlanta Jewish life. The campaign is centered on calls to action: Be Inspired (by the critical role the MJCCA plays in the Jewish community) and Be Insured (in the continuity of Jewish Atlanta).
Shimon & Sara Birnbaum JCC, Bridgewater, NJ
President: David Bunevich
Executive Director: Susan Greenbaum
Title/Description: Open House
Goal of Open House was to recruit new members as well as registrations for JCC camp and preschool. Ad campaign included components for direct mail postcard, print ads, e-mail marketing and Web marketing.
Jewish Community Center, St Louis, MO
President: Jonathan Deutsch
Executive Director: Lynn Wittels
Title/Description: Public Relations Enhance Member Relations
The St. Louis JCC engaged in a public relations campaign in order to increase awareness of the JCC. A goal was to position JCC staff as experts in their fields, further enhancing the image of the JCC. Another goal was to communicate that the J is for everybody.
Betty & Milton Katz JCC, Cherry Hill, NJ
President: Mark Dannenbaum
Executive Director: Les Cohen
Title/Description: PR Campaign for Bank of America Festival of Arts, Books & Culture
An effective PR campaign resulted in successful media coverage for a large community event without any cost to the agency. A targeted public relations campaign used press releases, media advisories, pitches and new media to successfully build program attendance and enhance program and agency awareness in the community.
Edith & Carl Marks JCH of Bensonhurst, Brooklyn, NY
President: Carol Goldstein
Executive Director: Alex Budnitsky
Title/Description: Report to the Community 2011
This first Report to the Community issued by the Marks JCH serves as an annual report and marketing tool through its innovative design and presentation of a compelling case for giving, highlighting the Marks JCH’s 360 degree holistic approach to meeting the needs of the whole family.
Barry & Florence Friedberg JCC, Oceanside, NY
President: Theodore Richman
Executive Director: Arnie Preminger
Title/Description: J Way-Bringing Us All Together Now!
This newsletter was developed for JCC staff to help educate them as to all that the JCC does. As the JCC has grown to its current size, it became clear that many part time staff did not truly understand the different facets of the JCC. Additionally the JCC has several satellite sites, which can feel even more isolated at times.
JCC of Greater Pittsburgh, Pittsburgh, PA
President: Jeffrey Markel
Executive Director: Brian Schreiber
Title/Description: Party with the Presidents
The JCC’s fourth annual Big Night fundraising event celebrated the past presidents, of whom 13 are still living. Materials for the event were dignified but fun, as was the event. A video of interviews with the presidents about JCC history, “In Their Own Words,” made in-house, was shown at the event and is available online.
Charleston JCC, Charleston, SC
President: Jeffrey Buncher
Executive Director: Judi Corsaro
Title/Description: Charleston Jewish Community Center Camp Baker 2010 Poster Guide
The camp guide was not only innovative in design, it was interactive, and helped build a strong online presence through the use of e-blasts, website, Facebook and Twitter.
Jewish Community Center of Austin, Austin, TX
President: David Brenner
Executive Director: Shelly Prant
Title/Description: Fall Fusion 2011: Hava naGLEEla
Marketing campaign for fundraising event attracted additional JCC users and community members, and in particular, young parents. The printed invitation was mailed to more than 2600 homes. The Jewish Outlook newspaper distribution is 7,500 and electronic communications were sent to more than 7500 e-mail addresses.
Barshop JCC of San Antonio, San Antonio, TX
President: Eric Pullen
Executive Director: Saul Levenshus
Title/Description: New Member Special Direct Mail Marketing Campaigns
JCC offers three membership specials per year, which are promoted primarily through direct marketing to 13,000 + homes in specific zip codes surrounding the JCC. In addition, a give-back-to-the-community component has been added to the specials to create a feeling of good will for both new members and the JCC.
Weinstein JCC, Richmond, VA
President: Lynn Schwartz
Executive Director:
Title/Description: Patrons of the Arts
A new brochure presented a “bundled” version of cultural arts programming. One new Israel film program joined an existing author series and individual Israeli artists. This new presentation brought in arts fans who had been unaware of the individual offerings previously.
Stroum Jewish Community Center, Mercer Island, WA
President: Rusty Federman
Executive Director: Judy Neuman
Title/Description: Summer Camp Brochure 2010
Brochure promoted summer camp, which is one of the JCC’s biggest programs and the largest revenue generator for the agency. Camp expanded off of the Mercer Island campus and offered one three-week session in Seattle in partnership with the Seattle Jewish Community School.