Summary:

The Toronto Jewish Film Foundation (TJFF) was a Toronto-based nonprofit arts organization that presented the annual Toronto Jewish Film Festival along with year-round film programming and events. Led by Executive Director Debbie Werner, TJFF had built a loyal base of long-time patrons drawn to the festival for its curated Jewish storytelling, sense of community, and cultural connection. However, with its core audience aging and a city full of competing cultural events and streaming alternatives, Werner faced a critical question about the organization’s future. Following a successful Reddit campaign that drew younger audiences to a pre-release screening, students are asked to determine how TJFF should allocate its limited resources across its marketing mix to attract a younger generation of filmgoers without losing the long-time patrons who had sustained the festival for decades. Students must conduct an internal and external analysis, identify and differentiate between target markets, and develop a marketing plan rooted in qualitative and quantitative implications through the marketing 4Ps. This marketing case is designed for introductory business classes at the undergraduate level.