Imagined Commnuity

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An Imagined Community: A “McKinsey Framework” for Evaluating Alternative Strategies

Transcript of Imagined Commnuity

Page 1: Imagined Commnuity

An Imagined Community:A “McKinsey Framework”

for Evaluating Alternative Strategies

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Where Will Judaism Be 100 Years From Now?

Relevant, Sustaining and Thriving…

Or Limited and nearly extinct?

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Imagined Community

Overall StrategyWhat are we trying to achieve?What are our success measurements?How do we create sustainable organizations?How do we best fund and support these organizations?How do we best select which initiatives to fund?How if any do these organizations work together?

MarketingHow can we identify and choose the right market segment(s) to

serve?How can we differentiate our offering from competitive offeringsHow far can we go in customizing our offering for each customer?What are the major ways in which we can grow our organizations?How can we build stronger nonprofits?How can we reduce the cost of customer acquisition?How can we keep our members loyal for a longer period?How do we retain through evolving needs of individuals and groups?

Core Questions

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Transforming Judaism

Participant Experience

Actual Potential

Minimize gap between Actual and Potential Experience

Shift focus to participant’s needs and expectationsDetermine market messaging and positioning based on needsDesign content which self-motivates and propelsLeverage and brand existing material to foster collective consciousness

Intent:

Goals:

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Addressing Individual Needs

Physiological needsHunger, thirst

Safety needsSecurity, protection

Social needsSense of belonging, love

Esteem needsSelf-esteem, recognition, status

Self-actualization

needsSelf-development

and realization

Maslow’s Hierarchy of Needs

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The Experience Cycle

Activation Awareness Initial Experience

Initial Assessment

Continued Experience

Social Context

OverallAssessment

What is it?

Why do I care?

What do I do?

What do I get out of it?

What need does it serve?

Who else is doing this?

What will people think of me?

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Experiential Positioning

Evangelist(Totally Engaged)

Unengaged

Initial Advanced

Experience

IndividualAcceptance

Applicable ExperiencesEnvironment AwarenessMusicDiet /ExercisePersonal DevelopmentPolitical MovementJudaism

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Engagement & Commitment

Unaffiliated Members Maturing Members Influencers

Community Crowd Congregation Committed Core

Attendees

What are individual benefits at each stage?

What are individual responsibility at each stage?

Objective is to achieve deepest involvement with least effort and greatest reward.

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Evaluation Framework

InitiativeWeight WatchersRed Hat SocietyPolitical Party

Media EnterpriseReligious Organization

Amazon

Personal ExperienceAwareness/ Attitude/ BehaviorMaslow’s Needs AddressedProblem(s) SolvedPerceptionEngagement Requirements/ Benefits

Service AttributesCore ElementsPersonalizationSocial AspectAdvanced InvolvementTerms, Price and Value PropositionCustomer Service

StrategyTarget Market(s)Reach/FreqInvestment Ongoing CostCPU /CPABreakeven LevelSustainability

Framework Strategy

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Key ComponentsFor Sustainable Programs

StructureLogic

AdaptabilityRelevancy

Lifestyle ApplicationMarketing & Retention Approach

Business PlanLongevity

Expertise and CredibilityAnticipation

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Where is the Opportunity?

(Inform)Relevant Content

Individual Initiative Seeking

Current or ContextualPersonal Development

(Live)Personal ActionOnline & Real WorldAspirational PlatformSample & Experience

Tikkun OlamPersonal Actualization

Collective Action

(Connect)SOCIAL NETWORKING

Individual & group empowermentTrendsetting Influencers

Expert AccessContinuity Aspect

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Inventive, but usefulOriginal, but not abstract

Stylish, but accessibleBold, but not offensive

Breezy, but still meaningfulForward-looking, but rooted in the present

Smart, but not academicConfident, without bragging

Sexy, but not vulgarOpen-minded, but still opinionated

Inviting, but not ordinary

SOURCE: "Think Bravo," Bravo network

Bravo defines the "guardrails" of its "brand personality" as:

Bravo: Bravo Think

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Initiative ResultsWhat it means to be Jewish?

AwarenessAttitudeBehavior

(Social, Cultural, Religious)Identity

Sense of belongingFamily

Historical PerspectiveCollective ConsciousnessCommunity Involvement

Social ActionJewish Organization Participation

Synagogue AttendancePhilanthropic Options

Affinity to IsraelPrayer

Torah StudyMitzvot

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Outreach Opportunities

Life and Calendar Events Serve as Touch Points• Birth• Hebrew Education• Bar/ Bat Mitzvah• Attending College• Graduating College• Dating• Marriage• Conversion• Child Birth• Volunteerism

• Infertility• Growth Cycle for Children• Divorce• Illness• Death• Emotional Issues• World Events• Holidays• Trip to Israel• Retirement

These Touch points afford the opportunity to connect to market segments