Background: The Center for Holocaust Education is a non-profit organization that promotes learning and teaching about the Holocaust and genocide. After a decrease in number of Holocaust education courses in elementary, middle and high schools around Pennsylvania, the CHE was formed to increase remembrance, literacy and general education levels of this time period. Through sponsoring the inclusion and retention of Holocaust, genocide and social responsibility courses at numerous U.S. universities, the CHE seeks to enhance undergraduate and graduate students’ curriculums. The organization also provides several educational programs outside of a typical learning setting for students and teachers of all ages and backgrounds. Addi- tionally, the CHE promotes specific campaigns and initiatives that further its mission.
Market Situation: The Center for Holocaust Education is unlike other nonprofit organizations due to its encompassing of numerous goals. While some nonprofits solely aim to promote Holocaust remembrance, the CHE works in a broader scope. The organization attempts to not only enhance remembrance, but also to provide an atmosphere for learning and teaching about this time period and other genocides. The market situation for this type of advocacy organization, particularly in Pennsylvania, is not specifically complex. Due to Pennsylvania’s abundance of early American history, there is a lack of modern history options from which to learn.
Objectives: The goal of this advertisement is to encourage people to join the Center for Holocaust Education. Though it is not part of a particular campaign, it is part of the organization’s holistic recruitment efforts. A new advertisement is created and released quarterly in hopes of attracting interested individuals to the organization. The advertisement focuses on the importance of social responsibility regardless of age, occupation or particular interests.
Target Audience: The Center for Holocaust Education focuses on attracting a particular audience to its initiatives and programs. Located in Easton, Pennsylvania, the organization seeks to recruit members from smaller cities and towns, perhaps those with less access to education. Though the organization is open to encouraging a membership base from diverse areas of the United States, its typical active membership comes from the Northeast. When attempting to recruit members, the CHE focuses its efforts on students and educators who believe in the importance of social responsibility. Narrowing its aim to only those interested in studying the Holocaust would hinder the organization’s prosperity in both numbers and perspectives. Therefore, the CHE uses a messaging style that appeal to audiences of many age groups, passions, careers and backgrounds. The common value among those in this group is one of social responsibility for all.
Competitive Frame: Perhaps the most direct “competitor” of the CHE is the United States Holocaust Memorial Museum in Washington, D.C. In the larger market of Holocaust-related organizations, the USHMM’s mission is most closely related to that of the CHE. The key difference between the two is the focus of the USHMM on providing a place for history to be seen and learned. The CHE does not have a museum, but the organizations are similar with regard to the promotion of teaching and remembering of this time period. Though the USHMM is the CHE’s most direct competitor, it is not a geographic one. The CHE is located in Pennsylvania and typically attracts members from smaller towns around the Northeast rather than from met- ropolitan areas. In a more general sense, the CHE finds competition amongst other historical advocacy groups and must persuade students and teachers to deem the Holocaust the most important time period in which to invest and engage.
Communication Channels: The advertisement will appear in print, online and in alternative media channels. A print version of the advertisement will be placed in local magazines and newspapers around Pennsylvania. Additionally, universities that have previously worked with the CHE to incorporate courses into their curriculums will send the advertisement through email databases to students. An online version will be put on the organization’s website and on each of its social media platforms, including Facebook, Twitter, and Instagram. Lastly, a video version of the advertisement will be uploaded to the CHE’s Youtube channel.
Key Message: The key message of this advertisement is one of diversity, yet inclusion. It attempts to show viewers the necessity for social responsibility and equality to everyone. Furthermore, it shows viewers that anyone has the ability to have an impact through caring about social responsibility, regardless of age or occupation. It works to negate the thought that one must have a passion for studying the Holocaust to join the CHE and to have a worthwhile experience with the organization.
Support/Tone: The tone of the advertisement is one of positivity, inclusion and hope. It enforces the idea that everyone can make a difference and have a positive effect on the life of others.