Launching Seven Circles

Strategic Marketing and Launch for Seven Circles

Background:

Seven Circles is a new initiative developed for young adult couples in healthy relationships. This program aims to help couples build strong foundations for lifelong partnerships through an online self-guided curriculum. In addition to the core curriculum, SHALVA will host various virtual and on-site programs, including info sessions, educational workshops, and social events to promote the program and its educational content.

SHALVA, a domestic violence agency deeply connected to the Chicago Jewish community, faces unique marketing and outreach challenges in promoting this program to individuals not currently experiencing abuse. To address these challenges and effectively reach Millennials and Gen Z, SHALVA partnered with Kvell Factor for strategic marketing and messaging.

Strategic Marketing Implementation:

Kvell Factor's comprehensive approach included the following key components:

1. Graphic and Digital Materials:

Brand Identity: Developed a cohesive brand identity for Seven Circles, ensuring a consistent look and feel across all materials.
Digital Content: Created engaging digital content tailored to the target audience, including infographics, videos, and social media posts.
Website Design: Outlined the new website, focusing on user-friendly navigation and appealing aesthetics to attract and retain visitors.

2. Social Media Strategy:

Platform Selection: Established new social media accounts dedicated to Seven Circles, choosing platforms most frequented by Millennials and Gen Z.
Content Creation: Generated branded content that resonates with young adult couples, promoting the program's benefits and values.
Community Engagement: Implemented strategies to foster online community engagement, encouraging interaction and sharing among participants.

3. Collaborative Messaging:

Team Collaboration: Kvell Factor worked closely with SHALVA staff to ensure alignment in messaging across all platforms.
Messaging Development: Developed clear, consistent, and impactful marketing messages that effectively communicated the program’s goals and benefits.
Platform Integration: Ensured seamless integration of marketing messages across social media, email campaigns, and the website.

Challenges and Solutions:

Outreach Challenges:

Target Audience: Reaching young adults in healthy relationships who may not typically engage with a domestic violence agency.
Awareness Building: Creating awareness and interest in a program that differs from SHALVA’s traditional offerings.

Solutions:

Tailored Messaging: Crafted messages that emphasized relationship building and personal growth, appealing to the target demographic’s values and interests.
Innovative Content: Utilized innovative content formats, such as interactive quizzes and relatable stories, to capture attention and drive engagement.
Partnerships and Collaborations: Leveraged partnerships with influencers and organizations within the Jewish community to amplify reach and credibility.

Impact:

32 Young Jewish Couples participated in the first cohort!

The strategic marketing efforts by Kvell Factor have significantly enhanced the visibility and appeal of the Seven Circles program. By implementing a targeted and cohesive marketing strategy, Kvell Factor successfully addressed the unique challenges of promoting a new program within a domestic violence agency context. The collaboration has resulted in increased program awareness, higher engagement rates on social media, and a growing interest among young adult couples in the Chicago Jewish community.

Rebecca's involvement in this project as part of the Kvell Factor team exemplifies her expertise in strategic marketing and community engagement, contributing to the successful launch and promotion of the Seven Circles program.

Website Launch

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SHALVA is the oldest independent, Jewish domestic abuse agency in the United States. SHALVA’s mission is to support Jewish women experiencing and healing from domestic abuse, through counseling, supportive services, and community education. Seven Circles is a special project supported by SHALVA.