Global Resume Building

1. April 2012 Global Resume Building Experiences in Israel for BRI Returnees

2. Objectives & Methodology

3. Objectives Our research will help JAFI understand the potential market and provide insights for: • Targeting Strategy • Who is the ideal consumer, why, and how to reach them? • Program Development • What’s the right program length, timing, structure, and price of the program that would appeal to potential participants? • Marketing and Communications • What to say to consumers and how to say it?

4. Some questions • What’s more appealing to BR Alumni...an Internship or Academic program? • How much should the program cost? How long should it be? • Is Israel competing against other countries? If so, which ones? • What are the key drivers that would make people more likely to not just say they will go… but actually go? • How should the programs be marketed? Should we communicate a lot of detail about it? What detail? What is the most important thing we can say to get their attention?

5. Methodology Qualitative In-depth Interviews EXPLORE NUANCES To understand what potential consumers may want from this program, we talked to them! We explored perceived barriers to returning to Israel, as well as what they would want out of a program like this We spoke to: Quantitative Survey UNDERSTAND FEASIBILITY AND QUANTIFY AND VALIDATE HYPOTHESES We got a precise picture of your target consumer, uncovered underlying drivers and barriers of returning to Israel, and statistically ranked specific program elements and messages Most responses were gathered though Hillel and Jewish Federation mailing lists, and were therefore a more “Jewishly engaged” sample of recent Birthright alums We surveyed*: *Survey fielded by JAFI These findings are in no way representative of the general birthright graduate population. Research Immersion DEVELOP HYPOTHESES To achieve the goals of the project, our study was designed as follows: You’ve got the goods. We saw it and caught up to understand your brand vision, parameters, and most importantly, your consumers.

6. Sample Validation The sample used in this study is similar to that of recent Birthright Alum (from recent studies) along key relevant characteristics, and as a whole tends to represent the profile of recent Birthright alum. While comparisons with other recent studies are not always apples to apples, we see the following similarities in three key dimensions. • Hillel involvement: A recent study that gauged level of Hillel involvement with an engagement scale shows that 65% of recent Birthright alums have engaged with Hillel in the last year. Our sample was asked of their Hillel involvement in a binary form, with 59% expressing involvement in Hillel. Although we don’t know the frequency of involvement within our sample, they suggest comparable statistics • Religious behavior: As with Hillel, recent studies asked about the frequency with which respondents attend religious services as a scale while we asked in binary form. While other studies found that 61% have not attended services in the last month, we found that 70% do not regularly attend services. It’s reasonable to assume that if a college student attends services once a month or more they are likely to say that constitutes “regularly” • Religious affiliation: As a whole, religious affiliations are similar to those in recent studies. Previous studies reported Birthright Alums to be 3.5% Orthodox, 16% Conservative, 24% Reform, 17% “Just Jewish” and 27% secular/culturally Jewish. While in our study we have 9% Orthodox, 27% Conservative, 34% Reform, and 24% “Just Jewish”. Our Study did not have a “secular/Culturally Jewish” which may explain the 10% increase in Reform and slight increase in some of the other categories in our study. T

7. Roadmap to the report Ideal Product Target Audience Marketing and Communications Implications

8. Ideal Product

9. There is a great deal of interest in mid-length organized trips to Israel It is clear that the majority of surveyed Birthright alums have a strong connection to Israel, and a strong intent to return. For most, the question isn’t if they will return, but when and in what form. • already intend to travel to Israel in the next few years 58% Likely hood to attend each program: Volunteer/Service Learning in Israel Internship in Israel Academic Program in Israel

10. The Internship program has the broadest appeal There is most interest in the internship program, and all those interested in the volunteer and academic programs are also interested in an internship Internship58% Academic23% Volunteer 23% 73% of Volunteers are also interested in academic programs 72%of Academics are also interested in volunteering

11. More than anything, they care about spending quality time with Israelis • Top 3 most critical elements of an organized program in Israel • Working together with Israelis • Spending quality time with Israelis • Getting an unmediated view of the real Israel I loved Birthright, I just wish there was more time with the locals. I want to go back and teach so I can have that connection.–Joe, 21 Program participants want the “unmediated” experience of working and interacting with Israelis, and not just as a tourist • Bottom 3 most critical elements of an organized program in Israel • Living with an Israeli family • Learning Arabic • Being set up with an Israeli family, but not living with them Abstract notions of “working with Israelis” (as above) are more compelling than concrete images of living with an Israeli family, local community, etc.

12. Key program elements: Internship • Top 2 most critical elements Length • Hands on experience in their field, even if it’s at a small company (46%) • Interning in their specific field of study (35%) • 6-8 weeks if in the summer (59%) • 2-3 weeks if in the winter (56%) It is most critical that the internship is specifically tailored to the participants specific area of study Additional elements • Bottom 2 least critical elements • Internships should be specific to their major/area of interest • Could have elements of volunteer rolled into it since all volunteers are also interested in internship programs • Getting credit at their home university (13%) • Interning at a large, internationally recognized company (7%) Interest drops off when the internship becomes too general % based on those interested in the internship program

13. Key program elements: Academics • Top 2 most critical elements Length • Hands on learning they couldn’t get at home (46%) • Courses in English (44%) • 6-8 weeks if in the summer (47%) • 2-3 weeks if in the winter (51%) Getting hands on experience that is in a language they understand is most critical Additional elements • Bottom 2 least critical elements • Expert professors would provide a unique draw for participants looking to get learning they couldn’t get at home • There could be an internship component as well since all those interested in study are also interested in an internship • Academic program that focuses on country-specific issues (23%) • Study at a well known university (17%) The university itself doesn’t matter as much as the courses offered % based on those interested in the internship program

14. Key program elements: Volunteers • Top 2 most critical elements Length • Bringing benefit to others through their service (72%) • Seeing various parts of the country (68%) • 4-5 weeks if in the summer (37%) • 2-3 if in the winter (51%) Benefiting others while seeing a new country is most critical for volunteers Additional elements • Bottom 2 least critical elements • Focus should be around working with community members and getting a full, authentic, immersion into the local society • Could also be combined with an internship in a similar field • Volunteering in a specific foreign country (39%) • Working with minority populations (35%) The country is not as important as the program itself % based on those interested in the internship program

15. Target Audience

16. The majority of respondents were on Birthright in the last two years and are eager to return Recent Birthright alums should be the leading focus for organized programs to Israel, as the novelty and excitement of their trip hasn’t worn off yet Their interest spans all program options. It’s important to catch them before their attention shifts away from the Birthright experience Recommendations: • All programs should be presented to participants while they are on Birthright in order to capture their attention when they are most focused on Israel • Programs should be presented as independent of Birthright, they are not “Birthright 2”, but rather a professional development program • Communications should begin at the beginning of their Junior year to give them time to plan before employment, and focus on how these programs build the next stage of their professional career

17. You don’t need to sell Israel as a destination, they already want to go back The interest in a return trip to Israel is there, most want to travel to Israel again, and it’s at the top of their list • Potential participants see these programs being in Israel as a motivation, not a barrier for participation • Top 3 ideal locations for a professionalinternship abroad • Israel • Other • Australia • Top 3 ideal locations for a volunteer program abroad • Israel • Africa • South America • Top 3 ideal locations for an academic program abroad • Israel • Australia • Other • Top 3 places they intend to travel to in the next few years • Israel • England • France

18. The Interns are more self focused, while the Volunteers are more focused on helping others More self focused More focused on others Academics fall between interns and volunteers. They are interested in furthering themselves and their career goals, but the are confident they will find a good joband interested in traveling and learning about other cultures Interns are more self focused than those not interested in organized programs abroad. Their primary motive is to enhance career opportunitiesand build their resume. They aremore confident in their career path, andthat they can find a great job Volunteers are the most externally focused and open to travel. They want to effect change and make a difference while learning about and interacting with new cultures I’d be very interested in the internship but only if it was in my field (law), it could be great work experience. Plus, international work experience would look great [on my resume]. –Zach, 22

19. We know that just because they’re interested doesn’t mean they’ll actually come To determine how many of those who showed interest in traveling to Israel would likely participate, we took a closer look at those who expressed that price was not a concern • By looking at price, we are able to balance the attitudinal interest with a more concrete behavioral measure

20. Prime targets are looking for the same program specifics as everyone else Their top priorities and criteria for organized trips to Israel are the same as the secondary target’s. In addition, they are more passionate about the program fundamentals. A higher percentage of primary targets want to: • Work together with Israelis • Spend quality time with Israelis • Get an unmediated view of the real Israel Recommendations: • Emphasize the close connection they will have with Israelis in their everyday life • Stress that they will be getting an even more authentic and unmediated view of Israel then they got on Birthright

21. Furthermore, they are more internationally focused then the secondary targets Compared to those with price concerns, your primary target is notably more open to international travel and more likely to seek it out Prime targets are more likely to: • Want to travel before they settle into a job • Want to work abroad • Be interested in learning about other lifestyles, even if it makes them uncomfortable • Be willing to move somewhere new for a new job Recommendations: • Underscore that this is a powerful resume builder and a high quality international professional experience • Emphasize the authentic international experience they will get • Stress that this is the ideal time to live abroad since they haven’t settled into a job and aren’t tied down yet

22. They’re also more driven and responsible Your prime targets are a bit more serious and responsible than the secondary targets, and are more focused on their future Prime targets are more likely to: • Be the responsible one out of their friends • Be the person others come to for advice • Be a take-charge kind of person • Feel that building their resume is of the utmost importance right now How to market and communicate to them: • They are very organized and like to plan in advance, communications should start at least 6 months in advance • Signup for summer programs should begin in late fall/early winter • Signup for winter programs should begin in the summer

23. Marketing and Communications

24. Teleport them: Participants want the basics to be taken care of Get them the right program And get them a flight interested in programs expect their housing costs to be covered Get them the right program about Close to ¾ 50% • expect airfare to be included (¾ of volunteers to 67% of interns) • expect program placement and structure to be included Find them housing And cover their living costs ¾ More than 50% Of people • expect housing placement

25. They’re willing to pay more to have their airfare included, making it easier to pick up and go The ideal program includes the cost of travel and housing, with the participant paying “all in” so that all logistical aspects of the trip are taken care of The amount they are willing to pay for this package deal varies a bit depending on the program, but findings suggest $1,800 as an ideal price range $1,800 $1,500 $2,500 If the program offered structured content, housing and airfare, and cost you $1,800, how likely would you be to go? • 51% of interns and volunteers, and 61% of academics indicated that their parents are at least somewhat likely to pay for them to participate I’ve only gone on organized trips to Israel because it’s easier to get funding if it’s an organized trip and I couldn’t afford to go on my own –Lauren, 21

26. Barriers still exist, but they tend to be more physical than psychological Time and Money are the leading barriers for respondents • The majority of respondents are concerned that the program is too expensive for them • For those with a job, many feel they can’t take “that much time off” for this type of trip • There seems to be a window of opportunity before they get full-time jobs when they would be able to participate The internship would have been great 4 years ago, but I have a paying job now so I don’t need it. But 4 years ago, definitely.–Aram, 24 I can’t go for long, I need to start my real life here and make money –Lauren, 21 • There is a window of opportunity before they get full-time jobs when they would be able to participate • Contact them before they graduate college and start a fulltime job • Stress the affordability of the program and that it is subsidized Recommendations:

27. Summary & Implications

28. The findings have identified a target audience receptive to returning to Israel for programs after Birthright Secondary Target: Birthright alum who are looking to advance their career and are open to opportunities local or international that may help them progress their career. Programs in Israel are highly appealing, but with greater price sensitivity Primary Target: Birthright alum with aspirations of international explorations who actively want to go abroad. They tend to be more organized leaders with a stronger connection to Jewish life. They are passionate about doing programs in Israel, and it’s not about the price- it’s about making sure it’s the right fit for them Periphery Primary Target Secondary Target Periphery: While still open to programs in Israel, it is not a priority but a possibility

29. There are two Primary Drivers for the decision to join the program: • How well it fits with their particular professional goals • The more focused the program is in their specific field, the more relevant and appealing it is • It is critical that the program seems tailor-made for the participant • The general notion of coming to Israel and working with Israelis in an unmediated fashion that feels like you are “one with Israelis” • Birthright gave them just a taste of Israeli life, they now want to connect more directly • This broad abstract notion of “being with and working with Israelis” is more compelling than specifics about how it gets played out in practice • It’s not necessary (or even possible) to create genuine relationships for them, nevertheless it is important to promote how Israeli culture fits into each of the various programs • They need to know that JAFI will deliver on the specific program that makes it worthwhile to go on an organized trip rather then leisure travel

30. PROGRAM DETAILSSome enabling factors can facilitate the process of joining the program • Timing is critical • College seniors are most interested in the internship program, but interest drops off once they get a fulltime job • It’s critical to catch them when they’re still trying to decide what to do after they graduate • Ease of participation • They want a package deal that includes housing, airfare, and an identified program, and they want to pay for it all together • They need to feel like they get “teleported” with all functional matters taken care of (housing, flights, etc) • A package deal at and affordable price • $1800 is a recommended price, and the acceptable range spans $1,500-$2,500 • Speak English • Since the language barrier can deter people from living and working in Israel, we recommend that all internships and courses are in English

31. PROGRAM MESSAGINGOverall, marketing should focus on the big picture • For all programs • Marketing should reflect the overall idea of the program more than the logistics • Reassure participants that they will have full access to Israel, Israelis, and all that they have to offer • Market the program as a package deal with housing, airfare, and placement included in the advertised price • Don’t address details such as who they live with, and day to day life as, they could compromise the perceived ease of the program

32. Internship is the sweet spot offering We recommend JAFI focus its resources primarily on an internship program since it attracts the widest audience • More than twice as many Birthright alums chose the internship over other programs • Those who wanted a volunteer or academic program also wanted an internship • It is essential that the internship is in the participants’ specific area of interest It could be advantageous to offer optional academic or volunteer add-ons to the internship program for those who are interested in multiple programs Funding allowed, it is also valuable to offer academic and volunteer programs • Volunteers overall are more passionate and are more likely to travel through an organized program

33. In sum… target, size, and program characteristics

34. In sum… What to say

35. In sum… When to say it