Background
When the COVID-19 pandemic halted international travel, traditional educational delegations to historical sites like Auschwitz were suspended. To bridge this gap, the Jewish Community Center (JCC) of Arizona initiated virtual tours for local students and schools.
The local team quickly realized their initiative had the potential for a much broader impact. The challenge was to take an educational program that worked well locally and scale it for an international audience seeking meaningful content during periods of social distancing.
The work
Mashrokit Digital partnered with JCC Arizona to build a digital strategy aimed at expanding the reach of their virtual tours while maintaining the strict sensitivity required for such a profound historical subject. The client provided the educational content and the virtual platform, while we ran the paid promotion campaigns alongside their in-house team.
The campaigns targeted audiences across the United States and other English-speaking countries who were looking for ways to connect with heritage and memory during the lockdowns. This required precise audience segmentation and careful messaging to ensure the campaigns reached the right people with an appropriate and respectful tone.
From our work
Ongoing scope
Our ongoing work focused on managing the paid campaigns (PPC) and continuously analyzing performance data to optimize reach. We assisted the organization's team in refining their marketing messages and adapting the creative content for an international audience, ensuring all promoted materials maintained a dignified language aligned with the organization's values.
What transfers
Public sector organizations often develop successful local pilot programs that have the potential for broader impact. This case demonstrates how to use targeted paid campaigns to scale an initiative nationally or internationally. It also highlights the importance of precise audience segmentation when dealing with sensitive or historically significant subject matter, ensuring the digital tone strictly aligns with institutional values.
Results & Impact
The combination of JCC Arizona's educational initiative and Mashrokit Digital's targeted paid promotion strategy successfully transformed a local solution into an international project. In the first year of the program, over 50,000 tickets were sold for the virtual tours, connecting tens of thousands of people worldwide to Holocaust remembrance during a highly challenging period.