Brand Israel Group_Design Edit Presentation_051012013

7/30/2019 Brand Israel Group_Design Edit Presentation_051012013

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ISRAEL: A FUTURE AT RISK !BRIDGING THE GREAT DIVIDE!


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When most Americans think aboutIsrael, their perception is!

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Ultra-religious

Conflict-Ridden

Not like us!3


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While the reality is!

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Diversity

Vibrancy

Creativity

Spirit

Decency

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Thats why a new generation ofAmericans do not relate or connect toIsrael.!

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Young People!

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Women!

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Democrats!

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Minorities!

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We need to understand the newAmerican demographics.

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Why they dont care about Israel.!

To help them to connect.!

Or Israel is at risk of losing the next

generation of Americans.!

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BRAND ISRAEL GROUP! 12

! Mission!! To ensure that mainstream Americans have a connection to Israel.!

! Approach!! Develop systematic research-based strategy, plans and programming.!


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What Youre About to See! 13

! Formative Research - Segmentation Study Findings!! Resultant Communications Strategy!! A New Communications Approach: Creative Work!! Research Results on Creative Approach!! Multimedia Marketing Program!


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Formative Research!


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Segmentation Study Objectives! 15

! Explore perceptions of Israel among all key demographic groups.!! Identify barriers that prevent them from relating to Israel.!! Ascertain which strategic communications approaches can help overcome

these barriers.!


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Segmentation Study: Overview of Findings! 16

! Firm, but small and well-defined, base.!! While theres general good will across segments, it is fragile and lacking in depth.!! Large segments are at risk. They represent a significant portion of the population, reflect

the demographic future of the country and include key sources of influence. !! For the at risk groups, this is not about being pro-Israel or pro-Palestinian. This is about

their relationship to Israel, and we risk losing them -- to indifference, to alienation or tobeing negatively branded.!

! At-risk groups are fundamentally different in outlook, values and style of engagement fromcore supporters.!

! Many of the things that our core group likes to hear and say actually alienate the at riskgroups. We need to say something different and say it in a very different style to expandour reach.!

! Fortunately there is an approach that resonates with these groups, and the themes thatconnect are consistent across all groups, including our base.!


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Overall Data Looks Positive,But National Numbers Dont Tell the Whole Story! 17

Israel is one of thegood guys

Israelis are creative

and innovative

Israelis are admirable

Israelis are like us

67

6765

56

57

48

Israelis maintain highmoral standards

Israel protectshuman rights

GENPOP


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They Mask The Great Divide: At-Risk Vs. Core! 18

60+ Rep Men JewsPE Women Dem Col 18-29

96

94

95

92

88

89

72

67

66

64

60

57

GEN POP

67

67

65

56

One of the good guys

Creative and innovative

Are admirable

Maintain highmoral standards

57

48

Are like us

Protects human rights

61

82

70

39

69

34

63

65

64

55

50

44

60

66

61

51

52

40

59

47

49

52

51

42

57

48

51

57

42

39

83

81

77

65

69

59

71

69

66

57

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At-Risk Core


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75 72

2616 22

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2624!82 82

31

5054

76!16!7872!

20!

tPE Women Dem Col 18-29 60+ Rep Men Jews

Only Points of Consistency: Ultra-Religious and Intolerant! 19

GEN POP

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Israelis areultra-religious

Israelis are acceptingof alternative lifestyles

At-Risk Core


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Divide Leads To Growing Neutrality! 20

60+! Rep! Men! Jews!

5! 2! 8! 1!39! 49! 53! 16!54

!48

!38

!83

!PE! Women! Dem! Col! 18-29!

27! 7! 8! 8! 8!36! 58! 66! 62! 64!37

!35

!24

!29

!24

!GEN POP!

7!Support Palestinians!

55!Support Neither!

36!Support Israel!

At-Risk Core


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How Americans Are Segmented with Regard to Israel! 21

Core Support!Unreachable!8% 22%

AT-RISK MIDDLE

70%

10% 34% 26%

Very critical,Support neither,

+ Interested

Support neither +Low interest

Soft support + !Low interest!

Conflicted Disengaged Well-Intentioned


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Hispanics!

College!

Understanding At-Risk Groups Dynamics at Play!

High School!

African Americans!Asians!

Democrat!18-29!

Core Support!Unreachable!8%! 22%!AT-RISK MIDDLE70%!

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1. Irrelevance!

Barriers to Engagement: Know Little, Care Less! 23

Core Support!Unreachable!

8%! 22%!AT-RISK MIDDLE

34%!10%! 26%!70%!

Conflicted! Disengaged! Well-Intentioned!

No interest in the conflict, and we havent engaged them at any other level.!

Dont know anythingabout Israel!(28)! 14! 11! 40! 46! 1!Are not interested inthe conflict(53)! 20! 27! 74! 65! 2!


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1. Irrelevance!2. Alien!

Israelis not like me(41)! 50! 66! 54! 41! 16!

People are cool(52)! 28! 28! 38! 53! 81!

People are admirable!(65)! 36! 41! 47! 71! 97!


Israelis not like me(41)! 50! 66! 54! 41! 16!

People are cool(52)! 28! 28! 38! 53! 81!

Barriers to Engagement: Israelis Not Like Me! 24

Dont understand who the people are and therefore dont empathize with them.!

Israelis are not like me(41)! 50! 66! 54! 41! 16!People are cool(52)! 28! 28! 38! 53! 81!

People are admirable!(65)! 36! 41! 47! 71! 97!




34%!10%! 26%!70%!



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1. Irrelevance!2. Alien!3. Question Morality!

Barriers to Engagement: Questions Israelis Moral Standards! 25



34%!10%! 26%!70%!


Questions about morality further distance at-risk groups from the Israeli people/state.!

Israel protectshuman rights(48)! 15! 22! 31! 50! 83!


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1. Irrelevance!2. Alien!3. Question Morality!4. Discomfort withTaking Sides!

Barriers to Engagement: Uncomfortable with Taking Sides! 26



34%!10%! 26%!70%!


Dont want to be asked to support something they are not connected to.!

Its not clear whos

right or wronganymore(60)!

61! 75! 77! 58! 27!


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Given These Barriers, There is a Growing Neutrality! 27

Lean Towards!Israeli Side!(36)! ! 8! 4! 46! 100!Neither(55)! 19! 89! 91! 54! !

Palestinian Side!(7)!

81! 4! ! ! !

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34%!10%! 26%!70%!



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Implications on Communications! 28

Core Support!Unreachable!8%! 22%!

AT-RISK MIDDLE

70%!Summary!

The majority of the country is now in the middle.!

At-risk groups are disengaging from Israel, not adopting a pro-Palestinian position.! This isnt an election Americans can choose neither side. And if they do, Israel

loses.!

Goal of Communications! Cannot solely be support, as a significant percentage of our target audience does

not care about the conflict.! Should be to elevate perceptions of Israel/Israelis.!

Measure of Success! Effectiveness in reversing neutrality.!


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Tested Alternate Communications Approaches:Narrative Outperforms Political Argument! 29

STATUS QUO APPROACH!Rooted in ARGUMENT!! Israel faces threats from well-

armed enemies !! Israels destruction is the clear

objective of Israels enemies!

! Fighting against the the people whodanced in the streets on 9/11!

NEW ALTERNATIVE!Rooted in NARRATIVE!! Fair and decent society !! Not perfect, but a work in progress!! Strive to make their country, and

the world, a better place!! The creative spirit of the Israelipeople!

! Modern, diverse, open society!

PRO-PALESTINIAN NARRATIVE!! Israel de-facto apartheid state!! Discriminatory, undemocratic

country!! Palestinians isolated, mistreated,

restricted!

versus!


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Narrative Outperforms Political Argument,Particularly Among At-Risk Groups! 30

STATUS QUO APPROACH!Rooted in ARGUMENT!! Israel faces threats from well-

armed enemies !! Israels destruction is the clear

objective of Israels enemies.!

! Fighting against the the people whodanced in the streets on 9/11!

NEW ALTERNATIVE!Rooted in NARRATIVE!! Fair and decent society !! Not perfect, but a work in progress!! Strive to make their country, and

the world, a better place!! The creative spirit of the Israelipeople!

! Modern, diverse, open society!

PRO-PALESTINIAN NARRATIVE!! Israel de-facto apartheid state!! Discriminatory, undemocratic

country!! Palestinians isolated, mistreated,

restricted!

Narrative widens ouradvantage overPalestinian narrative.!Gen. Pop. +10!Hispanics ! +31!College students +39!

versus!


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Women! PE! Dem! Col! 18-29!More open! 36! 22! 35! 41! 31!Care more! 31! 20! 28! 33! 28!Support Israelmore! 23! 8! 21! 24! 21!

Narrative Provides Context and Builds the Relationship! 31

We need to builda relationship withAmericans bycreating opennessand caring. !Care more! 30%

35%More open!

Support Israel more! 23%

These arenecessary steps thatcant be skipped in

the quest forsupport. !

GENERAL POPULATION


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Goal of Communications: To Connect, Not Persuade!

Asking for support, without firstbuilding relationships!Fact-based! Rightness of cause ! Undermining, de-positioning of

the enemy! Defending and explaining actions!

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Laying the groundwork bycreating a connection!Emotional!

Define human face! Create empathy! Values, fairness, decency! Creativity, productive energy! Indomitable nature, cutting edge,

unexpected coolness! Complexity, struggle, vulnerability,

moral commitment!

Current Goal! Recommended Goal!


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A New Communications Approach:Creative Work


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Qualitative Research!


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Qualitative Focus Group Research! 42

1. Ingoing strategic direction is spot-on:! Pervasive misperceptions about Israeli society ultra-religious and militaristic! Preclude Americans from relating to Israel/Israelis! Create connection by showing the human face, not by advocating!

2. Narrow focus on religion and conflict carries with it negative perceptions. Its

important to:! Avoid reinforcing negative stereotypes! Show elements of Israeli life that dispel these misperceptions!

3. To overcome misperceptions and create connection, communicate about:! Israeli society! Individual Israelis!

4. Identified campaign resonates with all at-risk groups: ! Genuine openness to a broader perspective of Israel/Israelis! Recognition that they dont get full picture from the media! Belief in the authenticity of what they were being shown!


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Quantitative Research!


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44Campaign Has Strong Impact on Overall Image of Israel !Works Across All At-Risk Audiences!

% With Positive Image of IsraelPre Post Campaign !

Total At-RiskMiddle! Disengaged! Well Intentioned!Conflicted!

+23!+26!

+15!

+30!

+43!+45!

+57!

+28!80%!

37%!

76%!

31%!

66%!

9%!

95%!

67%!


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Campaign Boosts Image of Israelis Humanizing Them While Combating Ultra-Religous Image! 45

Fun loving Areinnovative

Creative Areadmirable

Are warmand caring

Havediverse/

differentpoints of

view

Like me Are cool Are fairand decent

Aretolerant

Maintainhigh moral

standards

Arearrogant

Ultra-religious

+24 +23 +21 +21 +21 +20 +20 +17 +15 +14 +6 -2 -11

Pre-Post Campaign!

PostCampaign!

Pre-Campaign !

% Strongly Agree Attribute Describes IsraelisPre Post Campaign!


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Campaign Also Boosts Positive Perceptions of Israel Reversing Sentiments About Conflict and War! 46

Pre-Post Campaign!

Is vibrant Is culturallydiverse

Is modern Is a good placeto travel

Has a strongdemocracy

Protects humanrights

Is war-torn Is dominated byconflict

+30! +26! +25! +17! +12! +9! -22! -24!

% Strongly Agree Attribute Describes IsraelPre Post Campaign!

PostCampa

ign!


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% Care About Israel/IsraelisAfter Seeing Campaign !

Total At-RiskMiddle!

+11! +9!+6!

+17!

+16! +17!

+28!

+6! 95%!89%!

55%!

27%!

86%!69%!

78%!

62%!

Disengaged! Well Intentioned!Conflicted!

47Campaign Increases Level of Caring About Israel/Israelis !


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Campaign Increases Support of Israel!

+8!+14!

Shift in Alliance InIsraeli-PalestinianConflict!Lean Palestinian side!Do not lean towards either!Somewhat Lean Israeli side!Strongly Lean Israeli side!

Disengaged! Well Intentioned!Conflicted!

+18!+14!

+4!

+27!

+11!

Total At-Risk!Middle!

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49Campaign Moves Critical Obama Voting Block!On All Key Metrics Including!

Minorities! Democrats! 18 34 YrsOld! Women!

Pre! Post! Pre! Post! Pre! Post! Pre! Post!% Positive Image of

Israel!Total! 25! 79! 27! 79! 28! 79! 36! 84!Very! 3! 27! 5! 32! 7! 29! 6! 36!


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50A Shift Toward Stronger Support of Israel!

Total At-Risk!Middle!

+11!

+10! +17! +12! +12!

Shift in Alliance In Israeli-PalestinianConflict!

Democrats! 18-34 Yrs Old! Women!Minorities!

Lean Palestinian side!Do not lean towards either!Somewhat Lean Israeli side!Strongly Lean Israeli side!

+14!

+16! +16! +14! +14!


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The Campaign Not Only Connects Americans to Israelis It Reverses Existing Momentum! 51

Core Support!Unreachable!8%! 22%!

AT-RISK MIDDLE!70%!

Status-quo CommunicationsGrowing Neutrality

Openness ! Caring ! Support!

New Approach!


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Q17: In the blanks spaces below, please list the three wordsyou would use to describe Israelis. OPEN END"

CHANGING PERCEPTIONS:Before Exposure to the Campaign

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Q21: In the blanks spaces below, please list the three wordsyou would use to describe Israelis. OPEN END"

CHANGING PERCEPTIONS:After Exposure to the Campaign! 53


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Marketing Program

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Media Elements


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How Can You Help?


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If Not Now, When?! 68

The future is at risk: core supporters are aging; the emerging coalition aredisconnected from Israel and Israelis.!Weve created a way to connect: introducing the human face of Israelisociety and fostering emotional connection.!Being Israeli succeeds:makes at-risk groups more open, caring andsupportive.!We need to reach out: to connect with 70% of Americans accessible to us,but at risk unless we act.!

How can you help make this happen?!


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Total Budget! 69

Test Markets! Media Costs: ! ! !$2.5! Production: ! ! ! 2.0! Account Management: ! ! .8! Research: ! ! ! .3!

BIG Organizational Budget! Staffing, Travel,!

Legal/Financial Support,!General Overhead: ! ! 1.0!

Total Budget ! ! !$6.6!


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Appendix


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Current Plans! 71

Were launching in 3 markets:! Overindexing in the demographics we need to reach.! Learning and refining before launching more broadly.! Looking at alternate spending levels and targeting various demographics.!


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In-Market Impact! 72

"Last year when the BDS movement hosted their international conference at the

University of Pennsylvania, Hillel turned to the groundbreaking research done by

Brand Israel Group for guidance. Their findings laid the foundation for creating thenational response and helped us focus on issues that matter most to collegestudents.!Their work also inspired us to move beyond an advocacy approach that wouldhave been filled with facts and figures intended to counter the BDS message.Instead, we created a curriculum for students that transcended the crisisnarrative and focused on humanizing Israelis.!The approach has been widely recognized as successful and we continue to use it as

the template for connecting college students to Israel.

Rabbi Mike Uram, Director and Campus Rabbi, Penn Hillel


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The work of Brand Israel Group (BIG) has significantly informed our efforts at

countering the assault on Israels legitimacy. Their Segmentation Study identified thecommunications gap between core supporters of Israel and the at-risk middle -those who are vulnerable to the messages of delegitimization. It demonstrated themost effective way of reaching the at-risk audiences and insulating them from the

delegitimizers.

In dealing with incidents across the country in communities, on campuses or in othervenues their approach works. By showing the human face of Israeli society andthe complexity of the Israeli situation, we have been able to reach critical at-riskconstituencies.! David Dabscheck, Deputy Managing Director, JFNA/JCPA Israel Action Network

In-Market Impact! 73


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Qualitative Impressions! 74

I thought it was a fear-based society before seeing the ads, but they couldnthave achieved all this if they lived in a fear-based society.!

Conflicted, Houston

All you read in the media, youre led to think their world is different than ours,this made me see theyre like me.!

Well-intentioned, younger, Boston

I always thought only about the conflict, but theres a whole other side.

Well-intentioned, female, Boston

I am them, they are me.

Hispanic, Houston

Brand Israel Group_Design Edit Presentation_051012013

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