Client: Congregation Ohev Shalom, Wallingford, PA
In the world of synagogues, new members are the key to sustainability and growth. And every year, the High Holiday season presents the best opportunity to reach those who may be “shul shopping.” Attracting these folks is the challenge.
Traditionally, Congregation Ohev Shalom has prepared newspaper ads that run in various local papers during the weeks leading up to the holidays. Newspaper space is expensive, however, and the synagogue now has an award-winning web site; so this year, it was decided to take a more integrated approach to the publicity and add a QR code to the ad. QR codes are two dimensional bar codes that are readable by smartphones. They are free.
The headline in the ad “Word of Mouth Says it All” speaks directly to the synagogue’s own anecdotal as well as data-proven experience – a congregation’s members are its best spokespeople and ambassadors within the community. People listen to what their friends and neighbors have to say.
The QR code capitalizes on this strategy. By utilizing the code, readers can “hear and see more” as the code takes them to a page on the web site that contains videos of members of various ages and backgrounds who speak about the role the synagogue plays in their lives. Coincidentally, at the time that we were assembling the campaign, there was a synagogue trip to Israel so we even got the rabbi to prepare his video from Israel. The page also includes information about open houses being offered prior to the holidays and a link to a simple contact form.
For those who have a smartphone but never used a QR code, we included simple instructions about downloading a QR code reader. And of course, we also included alternative modes of contact: the phone, e-mail and Facebook.
It was our feeling that even if readers did not have a smartphone or choose to utilize the code, its presence sent a valuable message that this synagogue is “on the ball,” “with it” and technologically savvy— all of which are positive perceptions that might not have been associated with this congregation in the past.
And while we are still figuring out how pertinent the QR code is to our potential audience—that is how many folks reading the local newspapers use smartphones and are interested in joining a synagogue—it was an easy thing to try.
The video page of the web site received lots of visits and proved to be a welcoming gateway even for those who did not access it via the QR code. Once on the site, visitors stayed. And yes, new folks came to services and many chose to join the community.
