OUR
WORK
Bezalel
Mix-and-match marketing materials to meet the ever-changing needs of a global player
The Client: Bezalel Academy of Art and Design - Israel’s leading institution for arts education
The Challenge: Bezalel used to be two craft departments in one old building. Now, thousands of students graduate each year and go on to win international awards, invent groundbreaking tech, and become global activists, all through the power of art and design. But the breakneck speed of change led to incomplete marketing materials in varying styles and formats, instead of the consistent, high-level marketing copy befitting an organization on the intern.
The Project: Over eight months, we spoke face-to-face with more than 30 stakeholders, including all of Bezalel’s administrative and academic leadership. We then sorted through the interviews to build more than 200 pages of modular marketing texts. Now Bezalel’s marketing staff and academic departments can use these building blocks to quickly and easily slap together whatever marketing materials they need, while still being sure that they’re coming off as impressive as they deserve.
The Eden Center
A sleek new website balancing tons of information with a relaxing, user-friendly vibe
The Client: The Eden Center – an NPO that works to improve the experience for women at Israel’s ritual baths
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The Challenge: To accomplish its mission, the Eden Center works with several different populations, who don’t always share the same values. The organization needed a place where different audiences could easily find what they needed on a website overflowing with useful information.
The Project: We worked with Eden’s founder to sift through, categorize, and condense the existing content. Then we reworked some of the foundational texts to fit on a site that is informative, user-friendly, and welcoming to all of its viewers.
Gemalto
High-tech B2B blog posts to keep even experts informed and at the top of their game
The Client: Gemalto – an international leader in digital security and software distribution
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The Challenge:
Gemalto’s ambitious content marketing strategy demanded high-level content that could provide new, useful information for software licensing and security experts and novices alike.
The Project: Over a year, our writing team did a deep-dive into the world of data protection, software pricing models, and the IoT. We found topics, researched trends, and got to know the field inside and out to write blog posts that would pique the interest of industry professionals.
“Chava is a pleasure to work with; she’s able to understand complex products and provide solid deliverables. Her writing is excellent and I am confident that I will continue to ask for her help in the future.”
- Rachel Present-Schreter,
Director of Content Marketing, Thales Group
Nefesh b’Nefesh
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Teaching small business owners the tricks of the content marketing trade
The Client: Nefesh b’Nefesh – the organization responsible for supporting North American and British immigrants to Israel
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The Challenge:
For many immigrants, a new country means a new career. Nefesh b’Nefesh’s Northern Israel satellite office provides professional development for local immigrants, both employees and business owners. The Nefesh b’Nefesh team wants to make sure these new Israelis have all the tools they need to conquer the market, including a basic understanding of digital marketing.
The Project: As part of a course in digital marketing, we gave a three-hour workshop on content marketing and writing. The varied group of small business owners learned marketing theory, did hands-on exercises, and collected shortcuts for making the most of their time. Despite the class running long past bedtime, the participants stayed excited throughout and left with practical tools to help grow their audiences.
“Our group of business owners left Chava's workshop with really practical tools and the confidence to apply them. Just as important, they stayed engaged and interested for the entire 3-hour class even though it was late in the evening.”
- Tzippy Oppenheimer,
Director of Nefesh b’Nefesh Go North
Promo.com
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SEO-driven landing pages that make give every niche a chance to shine
The Client: Promo.com – a video ad creation platform that provides user-friendly online video marketing tools
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The Challenge:
Among Promo.com’s tools are a huge range of video templates to match the specifications for every format in every social media network. They are similar, but each one required its own unique landing page.
The Project: Using keywords provided by Promo’s SEO department, we wrote 14 different landing pages, each about 1,000 words long. We changed the key details in each one but kept the format. Each one had similar messaging but we made sure that not a single line of text was duplicated so that each and every landing page was an SEO powerhouse.
"I had the pleasure of working with Chava on our content efforts at Promo.com. We needed a serious boost to take a major project across the finish-line and she provided that and more. Her content was strong, communication thorough and I trusted that once a brief went into her hands I'd get exactly what I needed right back.
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- Yael Klass,
Head of Content & Brand at Promo.com
Technion
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Translations that sound like they started in English (and you don’t need a PhD to understand)
The Client: Technion – Israel Institute of Technology – Israel’s leading university for science and technology
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The Challenge:
The Technion’s PR department writes its own press releases, but works primarily in Hebrew. But simply translating those texts into English doesn’t get across the levels of innovation and achievement happening in the Technion’s labs and classrooms.
The Project: We translated 20 press releases for the Technion as well as all of the information plaques for the new visitors center opened in the summer of 2018. We combined copywriting and translation skills to give the texts a marketing edge but also learned all about topics ranging from quantum teleportation to cell group dynamics in embryonic development.
"I had the pleasure working with Chava on a big branding project for a medium size institution. Chava was very accessible and got familiar with all stakeholders very rapidly. Although complex, Chava managed to absorb the organizational spirit very quickly and adapt it to the contents written."
- Yoav Friedman
"In short, I loved working with Chava because she made the process easy for me and my team, made clear and positive suggestions, and was always thinking forward! I truly recommend working with her if you want to get the job done expertly and efficiently."
- Naomi Marmon Grumet, Director,
The Eden Center