Share the Light, Give One Night Logo

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CLIENT: The Jewish Education Project

We created this logo for a Jewish Education Project initiative, which asked children to give up one night of their Chanukah gifts for those affected by Hurricane Sandy. This logo and accompanying flyer utilize the existing visual brand identity of the organization, while maintaining a unique, independent identity.

JCC Mid-Westchester Logo

CLIENT: JCC Mid-Westchester

We refreshed the logo and brand for this nonprofit organization — the Jewish Community Center of Mid-Westchester to present them as the hub of the Jewish community. The visual identity system provides a more dynamic look and the flexibility that allows staff to create a range of marketing materials with maintaining a consistent look.

Program Guide

The Annual Program Guide introduces the new look with photos emerging from the logo. A redesigned Application Form divides the sections with colors and makes it easy to register up to 4 people simultaneously.

JCC Mid-Westchester Program Guide

Agency Brochure

The agency brochure is organized around thematic topics rather than the traditional departments. This helps donors as well as members to understand the underlying values that the JCC believes in to help people connect with the organization on a deeper level.

JCC Mid-Westchester Agency Brochure

Program Branding

To create an independent look for the Bendheim Performing Arts Center that is still related to the overall JCC branding, we use the overlapping chips to create a spotlight effect and introduce a magenta color to the organizational color palette. Use of the same typefaces maintain consistency with the organizational brand. The Performing Art Center is able to maintain its own identity but still connect with the JCC.

JCC Mid-Westchester Bendheim Branding

Event & Sponsorship Marketing

We also create a suite of marketing materials to promote recruitment and fundraising for the Maccabi Games, the Olympic-style event for Jewish teens. See the award-winning campaign we created for the Maccabi Games.

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Red Rooster Group IconRed Rooster Group is a New York based graphic design firm that creates effective brands, websites, and marketing campaigns to increase your visibility, fundraising, and communications effectiveness. Contact us at info@redroostergroup.com.

Hazon Team Brooklyn Logo

Logo for a cycling team to support a fundraising ride. The logo was part of a marketing effort to build support for Hazon’s New York Jewish Environmental Bike Ride.

Red Rooster Group Principal, Howard Adam Levy, served on the Executive Committee of Hazon’s New York Bike Ride, the signature program for the largest Jewish environmental organization in the United States. As the Marketing Co-Chair, he was charged with attracting participants to their bike-a-thon and to help them fundraise.

Strategy

In order to have an effective, campaign, we knew that we would have to coordinate all marketing activities around people who were not accustomed to fundraising. The overall strategy included:

  1. Developing effective recruitment materials including postcards and posters that would appeal to a broad range of people.
  2. Creating a 28-page Ride Guide that described the 4-day event / 2-day ride and gave detailed tips and checklists on how to fundraise and train for the ride.
  3. Producing a fundraising clinic that helped riders overcome the fear of asking sponsors for money and train them on the Kintera / Blackbaud fundraising system.
  4. Developing a team to encourage recruitment for the ride and foster friendships.
  5. Using social media to fundraise and encourage interaction among the team.

Recruitment Materials

The outreach materials were designed to convey the excitement of the three day event and appeal to a broad spectrum of people. The event attracts people from all walks of Judaism including the unaffiliated. The posters, postcards and pocket cards showcased the diversity of people on the ride and the excitement of the ride experience. To make it easy for riders to promote the ride, we created business card-sized promotional cards and that are easy to keep in the pockets of a riding jersey or small bike pouch. To show riders that they are appreciated, we created cards explaining how to change a flat tire, which were distributed at the ride.

Recruitment Material

Fundraising Guide & Clinic

Since a good portion of the participants were riding and fundraising for the first time, we created a 28-page fundraising and training guide. The booklet contained an overview of the event and what to expect, a guide to fundraising, including sample letters, and a training guide with charts to help riders get in shape for the event. We also produced a fundraising clinic to explain how to overcome the fear of asking for money, who to ask, and to answer their questions.

Hazon Ride Guide

> Download PDF of the RIDE GUIDE

Social Media & Events

To galvanize participants, help them fundraise and train, and develop a sense of community, we created a new team — Team Brooklyn. The team kicked off with a house event that attracted 20 people and was soon followed by a series of other in-person events as various team members volunteered to host dinners in their apartments.

Social media was used to keep the team together and fundraise. A Facebook page as established for the team to foster interaction and communicate team events. Blog posts and email were used to solicit sponsors for the event.

Social Media Marketing

Tracking & Monitoring

All team activity was monitored including maintaining an active list of all participants and what events they have attended. To boost the recruitment efforts, we collated information from riders who had participated in the past several years so they could be included in outreach efforts.

Tracking & Monitoring

 

Results

  1. In a year that donations to charities in the United States decreased 10%, the Hazon ride kept pace with last year’s giving levels. The Ride Guide is now being used for Hazon’s other rides in California and Israel.
  2. The new team which was formed, became the largest team on the ride and raised $28,000, about 10% of the entire ride total.
  3. We were successful in our goal of using the team to foster a sense of community. We had 4 events that brought together 50 people. Team members formed lasting relationships, and as a testament to this, a year after the team was started, team members have continued to voluntarily host dinners at their homes.

Award

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New Brand Launches Jewish Partnership

CLIENT: ENGAJE! Enrich, Nurture and Grow through Adult Jewish Education!

Branding and event promotion for program to educate nonJewish teachers in Hebrew schools about Jewish values so that they could impart them to their students.

Challenge

With non-Jewish pre-school teachers providing the first school experience for pre-schoolers in Jewish schools, there was an opportunity to create a stronger Jewish foundation for these students. So the Board of Jewish Education and Suffolk Adult Jewish Education Services came to together to develop a training program to help educate teachers about values so that they could impart them to their students.

Solution

With a limited budget for promotion, we knew the logo needed to convey a lot of information, and do so quickly. We developed the logo around the concept of interaction between the teacher and students. The logo was well received for its human aspect and positive emotional quality. We then adapted it to business cards, and event promotion — which was very successful.

This project was done as a pro bono project under the UJA-Federation’s Management Assistance Program (MAP), and was featured in MAP’s 25 anniversary celebration.

ENGAJE! Stationery

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