Beth Sholom Village – PR Case Study

We love when clients come to us with a great idea of their own. The client this time? Beth Sholom Village.

RCG is no stranger to Beth Sholom. We’ve helped with miscellaneous marketing and public relations projects as well as designed materials for BSV for years. In fact, the entire Rubin family has longstanding ties with the facility and residents; Joel is a past president and both he and Danny lead religious services regularly.

Marcia Brodie, the director of marketing for Beth Sholom Village in Virginia Beach, reached out to us with a thought. Marcia shared she had just finished Sue Halpern’s A Dog Walks into a Nursing Home with her daughter. The book got her thinking about the many dogs that come to work each day with their owners or visit on a regular basis. The residents have always enjoyed canine companions, and the idea morphed into a 2015 calendar, “The Dogs of Beth Sholom Village.”

But the calendar had to be done on a budget. Enter photographer John Toomey. John graciously donated his time to take photos of the residents, each with a special furry friend, throughout Beth Sholom. The resulting pictures are adorable and show the special bond between man and his best friend.

With the high resolution images in hand, it didn’t take long for us to design the cover and template for the calendar. The final product was an instant hit, garnering attention from the Virginia Beach Beacon. With proceeds from calendar sales going back to the home, the publicity added to the calendar’s popularity in the facility’s gift shop.