The American Jewish Committee exhibits the power of community

The American Jewish Committee of San Francisco partnered with various nonprofits to present "The Jews in Modern China" from February 24 to May 16, 2010. Located at the Officers Club Exhibit Hall at the Presidio in San Francisco, the exhibit showcases the ties between the Jewish and Chinese communities.

Client: American Jewish Committee (San Francisco)
PR agency: Harden Communications Partners (Oakland, CA)
Campaign: "The Jews in Modern China" Exhibit
Duration: February to May 2010
Budget: $6,000

The American Jewish Committee of San Francisco partnered with various nonprofits to present "The Jews in Modern China" from February 24 to May 16, 2010. Located at the Officers Club Exhibit Hall at the Presidio in San Francisco, the exhibit showcases the ties between the Jewish and Chinese communities. The PR for the exhibit mirrored that bond.

Strategy
Working with Harden Communications Partners, the groups brought together the Jewish and Chinese communities and the general public for the event, says Cynthia Kopec, marketing chair for "The Jews in Modern China."

"We wanted a mix of people going," she explains.

The effort focused on media relations. Patricia Harden, managing partner at Harden, says, "We went deep into the micro-markets of San Francisco."

Tactics
Outreach targeted smaller papers such as the Marina Times and Richmond Review, as well as larger newspapers and radio stations. Harden hosted a media walk-through, featuring Chinese teas and Jewish pastries, and "tried to combine, to the extent we could, the cultural concepts," she adds.

The firm used social media channels, such as Facebook, to promote the exhibit, and had San Franciscans who previously lived in Shanghai serve as spokespeople for the campaign.

Results
Around 8,000 people attended "The Jews in Modern China," which Kopec says was the highest attendance for an exhibit at the Presidio's museum-quality exhibition hall, built in 2001.

Future
There are no future plans for the exhibit to travel elsewhere, but Kopec was "pleased with the results from Harden."

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