Behind the Scenes: The Making of a Marketing Campaign with Chayale Kaufman

Facilitated by Elisheva Braun

Chayale Kaufman owns and runs two advertising-related businesses: JCN and Consult Write.

The Jewish Content Network is a massive marketplace where business owners create customized advertising plans based on budget, goals, and target audience. With the click of a button, their campaigns go live.

Consult Write crafts campaigns from scratch, creating headlines, copy, and visuals.

While JCN is a digital platform, Consult Write—which handles the advertising process from beginning to end—does both print and online marketing strategies.

There are two kinds of clients: those who need us to build their operation from the ground up, and those who come with their campaign goals and materials ready. Below is an outline of the step-by-step execution of every patron’s marketing plan.

Client 1: the man without a plan

This kind of customer wants to publicly and professionally spread the word about their service, product, sale, or event but doesn’t know where to begin. They need the services of both Consult Write and JCN.

Step 1: crafting the content

We draft a customized plan, outlining the message, deliverables, and budget. Next, we get to work building all the elements necessary for the campaign. Each project is unique and needs a combination of components like invitations, posters, brochures, videos, email blasts, and print or digital ads.

Step 2: launching the campaign

Have you ever tried to diet? Most weight-loss plans include a strict preliminary stage in which dieters avoid specific foods, consume only liquids, or fast for hours at a time. Cold turkey, they stop their harmful ways and address their food-intake issues.

Similarly, the initial marketing plan is aggressive; its purpose is to introduce—or reintroduce—the business or organization to the world. Using an unrelenting, many-armed approach, we broadcast the company’s message. We work with websites and publications to develop a schedule for the campaign. By utilizing careful timing and placement, we ensure that our client comes out looking their absolute best.

The next phase is upkeep. Just as a diet needs to be sustainable and realistic, our affordable and consistent maintenance plan keeps clients on the healthy path and averts the need for repeated introductory campaigns. It is important to maintain a constant public presence; businesses should ideally have an advertisement circulating among their targeted demographic at all times. This shows that they didn’t fall asleep at the wheel; the company has a pulse, a heartbeat.

Client 2: the all-systems-go guy

The second type of client has all the marketing materials they need but wants to be coached through the campaign process from beginning to end.

Step 1: strategizing

These geared-up-and-ready customers need assistance with the technical details of running a campaign, such as scheduling, choosing platforms, and budgeting, as well as what to put where, when to change things up, and which messages they want to share. No campaign is a cut-and-paste endeavor; each project must be uniquely tailored to suit the needs of the company.

After the preliminary meeting, we create a comprehensive budget and advertising plan. Then we revise until we have developed the approach that is most economical, engaging, and effective.

Step 2: managing

After settling on the strategy, Consult Write takes it from there. We completely manage the client’s marketing needs—including invoices and ad scheduling—becoming a kind of in-house CMO. As our customer’s advocates, we constantly help them preserve a professional yet personal image.

A tale of two campaigns

While for some, the initial campaign is critical, for others, maintaining a consistent advertising presence is all they need to keep their venture thriving.

Business C

Three competitors once solicited Consult Write’s services, each without the others’ knowledge. I drafted an individual plan for each of them with the intention to work with the first company that accepted my offer. Business C was the smallest of the three competitors, an unknown enterprise which was attempting to break into the swamped American market. This small fish accepted my proposal first—almost immediately—and before long, we were in the planning stages of a massive, all-stops-pulled introductory campaign.

Soon, the bold, confident ads were running everywhere. The business was bombarded by clients and had to hire additional staff to keep up with the influx. The original plan had been to shift to the maintenance stage after three months, but the owner of Business C—recognizing its unbelievable power—chose to extend the introductory plan for an additional three months.

Shop A

For years, I had been noticing Shop A’s amateur advertisements, which must have been designed in Microsoft Word. When they approached us for help, I told Shop A that their ads needed to be reinvented and infused with personality. We gave them a complete makeover, creating engaging, professional, and creative ads which now run on a constant basis. Shop A cultivated a solid media presence that, while affordable and maintainable, keeps them relevant and alive.