A Multi-Faceted Marketing Plan for the Shira Ruskay Center

Client: UJA-Federation of New York and Jewish Board of Family and Children’s Services
Faculty: Kathryn Morrison and Lawrence Murray
Team: Hilary Cohen, Adina Dubin, Robyn Needleman, Rebecca Spilke, Aliza Weinstein, Amanda Wilson
Year: 2004
The Capstone team prepared a multifaceted marketing plan for the Shira Ruskay Center (SRC) of the Jewish Board of Family and Children’s Services. SRC provides endof- life care services for Jewish residents of New York City. Through interviews, focus groups, and environmental analysis the team created a seven-step marketing plan that identifies three main target groups: patients and families, service providers, and gateway institutions. The Capstone team also developed an implementation plan that outlines a calendar of diversified marketing activities for the next three years. This strategy is centered on the development of mutually beneficial relationships with partner agencies and professionals to increase referrals to SRC. These activities are supplemented by community-based publicity, intra-agency referral, and advertising in local media.