Primary Target Market Summary

• Derher Magazine primarily targets middle-aged to senior Chabad parents in South Africa seeking inspirational, engaging, rich in heritage religious content.

Audience Type

• B2C
• Religious middle-aged parents

Needs – Primary Buying Considerations

• Seeking relatable, meaningful content
• Desire connection and understanding of Chabad heritage

Demographics

• Age Range: Middle-aged to Senior
• Gender: Both
• Geography: South Africa
• Income Level: Low to mid income
• Profession: Diverse, likely affiliated with religious or communal roles

Psychographics

• Lifestyle: Deeply religious, community oriented
• What they value: Heritage, family, inspiration
• Pain Points: Lack of quality content that reflects their beliefs and values
• Buying Behavior: Online purchases, influenced by sale campaigns and product launches

Decision-Making Roles

• Primary Decision Maker: Either parent
• Secondary Decision Influencers: Community and spiritual leaders

Refined Elevator Pitch

• Derher Magazine connects middle-aged to senior Chabad parents with inspirational, meaningful content, awakening their rich heritage, so they can deepen their spiritual journey.

Understanding Their Pain Points

• Lack of English content for Chabad community.
• Wrestling with a spiritual plateau in today's fast-paced lifestyle.
• Absence of both child and adult-oriented inspiring content.

Transformation

• Insights into the Chabad heritage that deepen spiritual connection.
• Emotional upliftment by reconnecting with roots and the Rebbe.
• Enrichment of family time with inclusive content for children and adults.

Unique Selling Proposition (USP)

• The only English magazine providing inspirational, enriching content to the Chabad community.
• Exclusive podcast features that cater to adults and children alike.
• Superior over other options due to the multidimensional engagement - the magazine, podcasts and kids' content.

Brand Values & One-Liners

• 'Deeper Insights. Uncovering Heritage.'
• 'Ignite Inspiration with Every Turn.'
• 'Spiritual Awakening for You and Your Family.'

Tone

Derher Magazine exudes a warm, approachable, and inspirational tone. We strive to make our members feel spiritually enlightened and emotionally connected.

Hero Text Idea

• Flag Text: 'South Africa's Premier Chabad Content.'
• Main Headline: 'Derher Magazine: Uncover Your Heritage.'
• Sub Headline: 'Dive into an Ocean of Inspiration and Spiritual Awakening. For both You and Your Young Ones.'
• CTA: 'Join the Derher Family Today.'

Website

• Position Derher Magazine as the premier English-language spiritual publication for the Chabad community in South Africa.
• The website is built on Wordpress; continue using this platform for its affordability and flexibility.
• Track key events like subscription signups, podcast listens, and social media link clicks.
• Focus on mobile optimization, given the likelihood of the audience accessing the site via smartphones.

Social Media

• Focus on Facebook and WhatsApp due to popularity in South Africa and alignment with target demographic.
• Post once daily with a mix of inspirational quotes, article teasers, and podcast snippets.
• Initiate a weekly live session on Facebook covering key learnings from the magazine or featuring a guest speaker.

Paid Advertising

• Plan targeted ad campaigns on Facebook to engage with the Chabad community.
• Utilize Facebook's detailed targeting to reach out to middle-aged to senior parents who have shown interest in religious content.

Content Recommendations

• Feature testimonials of community members who have had a spiritual transformation through Derher Magazine.
• Share excerpts from the kids' podcast to attract parents looking for spiritual content for their children.

Podcasts

• Integrate podcast episodes on the website and actively promote them across all social channels.
• Reach out to South African religious podcasts like "Radio Veritas" to make guest appearances and discuss Derher's content.

Directories

• Get enlisted on religious directories in South Africa such as African Advice under religious organizations.
• Partner with Chabad community centers in South Africa and get listed in their partner directories.

Publications

• Approach local publications like The Jewish Report, a South African Jewish newspaper, for article contributions.
• Submit press releases periodically to local newspapers about new magazine issues or exclusive content.

Partnerships & Outreach

• Partner with local religious schools and community centers to host seminars or distribute free copies of the magazine.
• Connect with renowned spiritual leaders in the community for guest editorials or podcast features.

SEO and Content

• Regularly publish blog posts for keywords like 'Chabad in South Africa', 'English spiritual magazine', and 'Jewish parents guide'.
• Repurpose magazine content into blog posts and update regularly to maintain SEO relevance.

Offline and Local Media

• Organize quarterly spiritual seminars or events in major South African cities and distribute free magazine copies.
• Run mail campaigns in neighborhoods with a high concentration of Chabad community members.

Online Events

• Organize quarterly webinars featuring spiritual teachings from the Rebbe or guest speakers from the Chabad community.
• Create online spiritual workshops for children, advertised through the kids' podcast.

Online Networking

• Engage with members on regional religious forums and communities on Facebook and Reddit.
• Answer questions and share magazine excerpts on these platforms to drive website traffic.

Cold Outreach

• Reach out to potential subscribers via personalized emails highlighting the unique benefits of Derher Magazine.
• Send WhatsApp messages to potential subscribers, focusing on how Derher's content can enrich their spiritual journey.