Marketing Your Church UISBC 2008

Free E-Book! Make first impressions count with people who come in contact with your ministry Spark excitement among your church members Stay on-track with your own ministry communication plan Keep new people who visit your church Connect with your community

Make first impressions count with people who come in contact with your ministry

Spark excitement among your church members

Stay on-track with your own ministry communication plan

Keep new people who visit your church Connect with your community

You are a Marketer Gospel: The Greek word ευαγγελιον originally meant a reward for good news given to the messenger (ευ = "good", αγγελλω = "I bring a message“) Colossians 4:5: “Be wise in the way you act toward outsiders; make the most of every opportunity.” (NIV) 1 Corinthians 3:6: I planted, Apollos watered, but God [all the while] was making it grow and [He] gave the increase. (AMP)

Gospel: The Greek word ευαγγελιον originally meant a reward for good news given to the messenger (ευ = "good", αγγελλω = "I bring a message“)

Colossians 4:5: “Be wise in the way you act toward outsiders; make the most of every opportunity.” (NIV)

1 Corinthians 3:6: I planted, Apollos watered, but God [all the while] was making it grow and [He] gave the increase. (AMP)

You are a Marketer Begin with prayer, spiritual maturity and dependence on God Ministry marketing promotion is announcing the gospel persuasively using media. Marketing planning is good stewardship of your communication. (Much like churches who now use time management and budgeting) Promotion is the investment your church makes in getting the gospel beyond the walls of your church

Begin with prayer, spiritual maturity and dependence on God

Ministry marketing promotion is announcing the gospel persuasively using media.

Marketing planning is good stewardship of your communication. (Much like churches who now use time management and budgeting)

Promotion is the investment your church makes in getting the gospel beyond the walls of your church

What is marketing? Everything you do to promote your organization Name of your organization “ Products” or services How you treat people How you get referrals How you follow-up Every contact with the public

Everything you do to promote your organization

Name of your organization

“ Products” or services

How you treat people

How you get referrals

How you follow-up

Every contact with the public

Marketing Mix Product Price Place Promotion

Product

Price

Place

Promotion

Reach Your Potential! Define Your Mission People focus (not programs) Clear Vision Be On Mission Develop Your Message Know Your Target Audience Learn Their Needs Link Communication to Life Application Needs

Define Your Mission

People focus (not programs)

Clear Vision

Be On Mission

Develop Your Message

Know Your Target Audience

Learn Their Needs

Link Communication to Life Application Needs

Reach Your Potential! Deliver Your Message Match Media to Target Audience Share the “Good News” G.O.S.P.A.. Do the Ministry Follow-up Feedback Evaluation

Deliver Your Message

Match Media to Target Audience

Share the “Good News” G.O.S.P.A..

Do the Ministry

Follow-up

Feedback

Evaluation

Marketing Mix for Ministry Marketing Product: Ministries Services Classes Relationships Sense of belonging Behaviors Actions Beliefs

Product:

Ministries

Services

Classes

Relationships

Sense of belonging

Behaviors

Actions

Beliefs

Questions to ask Product: What ministries will you offer? How well does your ministry connect to people? What are the life-application benefits you offer people? How will you connect them to the gospel?

Product:

What ministries will you offer?

How well does your ministry connect to people?

What are the life-application benefits you offer people?

How will you connect them to the gospel?

Judgment House Quality Presentation (product) Promotional Materials Community Service Public Relations Follow-up plan

Quality Presentation (product)

Promotional Materials

Community Service

Public Relations

Follow-up plan

One Simple Principle that will help you reach more people: Learn to think like the people you want to reach. “ Me” marketing not “You” marketing

Marketing Mix for Ministry Marketing Price: Obstacles Participation Time Talent Treasure

Price:

Obstacles

Participation

Time

Talent

Treasure

Questions to ask Price: What will people have to do to be involved? What commitments do you expect from people? What are the “barriers” people cross? What “bridges” can you build on?

Price:

What will people have to do to be involved?

What commitments do you expect from people?

What are the “barriers” people cross?

What “bridges” can you build on?

Church Planter Promotion Door Hangers Biz Reply (price) Free Purpose Driven Life Books (price) Small groups for discussion (price) Follow-up plan

Promotion

Door Hangers

Biz Reply (price)

Free Purpose Driven Life Books (price)

Small groups for discussion (price)

Follow-up plan

How to Build Positive Awareness of Your Church: If You don’t Manage Your Brand, Someone Else Will

Marketing Mix for Ministry Marketing Place: Facilities (restrooms) Meeting locations Counseling rooms Cell groups Types of gatherings Media (Video venues, web, etc)

Place:

Facilities (restrooms)

Meeting locations

Counseling rooms

Cell groups

Types of gatherings

Media (Video venues, web, etc)

Questions to ask Place: Where will you meet? How can you “take it to them?” What are the limitations of your facilities? Can we try something new? How clean are the facilities Etc…

Place:

Where will you meet?

How can you “take it to them?”

What are the limitations of your facilities?

Can we try something new?

How clean are the facilities

Etc…

Ask God Anything Survey Print and Web Publicity Promotional Materials Sermon Series Follow-up plan

Survey

Print and Web

Publicity

Promotional Materials

Sermon Series

Follow-up plan

Develop a Personalized Playbook for Reaching Your Community: Get the message outside into the mainstream of your community

Ten State Tour 10,000 Evangelistic contacts Activate Christians to share Roadcasting Website and blog Radio station call-in updates Public relations campaign 100,000 contacts in Oklahoma March 2007

Ten State Tour

10,000 Evangelistic contacts

Activate Christians to share

Roadcasting

Website and blog

Radio station call-in updates

Public relations campaign

100,000 contacts in Oklahoma March 2007

Think about Your “Branding” or Reputation Logos from MinistryMarketingCoach.com © 2006 Used by permission

Logos Communicate! This is a sight and sound generation You can communicate visually What is the message here?

This is a sight and sound generation

You can communicate visually

What is the message here?

Build Your Branding with a Quality Logo

Integration Builds Synergy

Places to Brand Your Identity Stationary Business Cards Church Bulletin Worship Services Events Newsletter Public Relations Advertising Direct Mail Brochure Website Signage Radio/TV Your Location T-shirts/Specialty More!

Stationary Business Cards

Church Bulletin

Worship Services

Events

Newsletter

Public Relations

Advertising

Direct Mail

Brochure

Website

Signage

Radio/TV

Your Location

T-shirts/Specialty

More!

Using Media to Reach the Mainstream Ways You Can Mainstream Your Message: Word of mouth Advertising Direct mail Publicity Etc…

Ways You Can Mainstream Your Message:

Word of mouth

Advertising

Direct mail

Publicity

Etc…

Kinds of Media Personal WOM Face to Face Printed Cards and Flyers Direct Mail Email Internet Telemarketing Mass Print Electronic Outdoor

Personal

WOM

Face to Face

Printed Cards and Flyers

Direct

Mail

Email

Internet

Telemarketing

Mass

Print

Electronic

Outdoor

Questions to ask. Promotion: When people talk about you, what do they say? What media will you use to communicate? What do you want people to think when they think of your ministry? What would get people’s attention? Who can we reach with media?

Promotion:

When people talk about you, what do they say?

What media will you use to communicate?

What do you want people to think when they think of your ministry?

What would get people’s attention?

Who can we reach with media?

Selecting your target audience media outreach Understand who your church already reaches best (Demographic Analysis) Understand who is not yet being reached Understand who lives in your community that you could best reach Demographics: What people are Geographics: Where people live Psychographics: How people live Spiritual Openness Life needs: Divorce, recovery, health, recreation, emotional support, etc Develop a profile of the people you want to reach! (“Saddleback Sam”)

Understand who your church already reaches best (Demographic Analysis)

Understand who is not yet being reached

Understand who lives in your community that you could best reach

Demographics: What people are

Geographics: Where people live

Psychographics: How people live

Spiritual Openness

Life needs: Divorce, recovery, health, recreation, emotional support, etc

Develop a profile of the people you want to reach! (“Saddleback Sam”)

Maslow’s Hierarchy Find a Need and Fill it! Physical Safety Social Esteem Self-actualization

Find a Need and Fill it!

Physical

Safety

Social

Esteem

Self-actualization

How do you discover needs? Secondary Research Demographic Profiles (Prism Cluster, Data Analysis) Studies others have done (BGCO Research) Primary Research Surveys Focus Groups and Interviews Study your own data!

Secondary Research

Demographic Profiles (Prism Cluster, Data Analysis)

Studies others have done (BGCO Research)

Primary Research

Surveys

Focus Groups and Interviews

Study your own data!

Anatomy of an Advertising Campaign Background: What is the situation Objectives: What do you want to accomplish? Target Audience : Who are you going to reach? Positioning: What do you want people to think? Creative Strategy: What messages will you send? Media Strategy: What media are you going use? Budget: How much can you spend? Timeline: What is the schedule? Evaluation: Post mortem

Background: What is the situation

Objectives: What do you want to accomplish?

Target Audience : Who are you going to reach?

Positioning: What do you want people to think?

Creative Strategy: What messages will you send?

Media Strategy: What media are you going use?

Budget: How much can you spend?

Timeline: What is the schedule?

Evaluation: Post mortem

Write out your marketing plans! Purpose of your Marketing Benefits that will motivate people to respond Target Audience Marketing tools (name them all) What your ministry stands for (niche) Your Message Your budget

Purpose of your Marketing

Benefits that will motivate people to respond

Target Audience

Marketing tools (name them all)

What your ministry stands for (niche)

Your Message

Your budget

Neg. Pos. Attitude 1. 10 Knowledge Marketing in Action Behavior

Getting Visitors is the Tip of the Iceberg! 10% Visitors and New Referrals Attracting People 30% Following-up on Prospects Establishing Participation 60% Assimilating Existing Contacts Getting People Involved

Passive Active Emotional Attachment, Commitment, Need for Information, Loyalty 1. Initial Awareness 2. Initial Contact and Impressions 3. Surfing Information 4. Beginning to Learn 5. Willingness to Consider Joining 6. Limited Participation 7. Forming Relationships 8. Joining 9. Adapting to Being a Member 10. Ready to Teach

Getting Interest Presentation Bookings Filter Filter How Do you Fill Your Pipeline?

An Assimilation Plan Ongoing Prospect gives contact information First Visit Newcomer Friendly Outreach Every 6 Weeks Newsletter Birthday Notes Outreach Events Phone Call Visit Gift First Week Invitation to Newcomers Fellowship First Month Put information in database Send Letter Next Day

Why Assimilation? Prospect needs time to decide Prolonged contact builds rapport Personalized touches make person feel special Helps you take advantage of contacts you make It is relational evangelism

Prospect needs time to decide

Prolonged contact builds rapport

Personalized touches make person feel special

Helps you take advantage of contacts you make

It is relational evangelism