Work Aug 16, 2012

Making a summertime splash for the Memphis Jewish Community Center

Making a summertime splash for the Memphis Jewish Community Center

The Memphis Jewish Community Center (MJCC) engaged inferno to assess and to redevelop its brand identity. But at the same time that this project was getting underway, the MJCC was getting ready for summer – when it offers day camps and opens its on-site waterpark. Some immediate marketing and PR was called for.

 

Despite a diverse membership, many in Memphis are unaware that the MJCC is open to everyone. And in 2012, the center also opened its summer day camps to non-members. inferno blended immediate marketing needs and the long-term objective of awareness in an early summer campaign – ahead of the launch of the new brand.

 

To support open enrollment for the summer camp, we developed a print ad for the Memphis Commercial Appeal summer camp supplement, in which our PR department also placed an article that both promoted the camps and sent the message that the MJCC is open to everyone in the Memphis community. 

 
This ad was also placed on the East Memphis Moms blog and in its e-newsletter, which reach families in the area surrounding the MJCC. Extending this effort with additional PR support, we promoted a free two-week camp giveaway on East Memphis Moms, which was amplified through the blog’s Facebook and Twitter accounts. 
 
A particularly notable feature of the MJCC is its extensive waterpark. Leveraging the annual opening of the park to drive awareness and memberships, inferno developed a direct mail postcard that was sent to families in East Memphis, emphasizing that this great waterpark is very close to home.