Using Media Strategies to Reach People Groups

Can Ministry Marketing help Missionaries Reach People Groups? Help missionaries define their mission/use of media Enhance their understanding of the unreached Assist missionaries in developing ministries that meet needs Use media to get the word out about the ministry/outreach Do the ministry! Creating tools and channels for follow-up Evaluate the results

Help missionaries define their mission/use of media

Enhance their understanding of the unreached

Assist missionaries in developing ministries that meet needs

Use media to get the word out about the ministry/outreach

Do the ministry! Creating tools and channels for follow-up

Evaluate the results

What is Marketing? Marketing is a management discipline—like time management or budgeting—that can help missionaries be more effective communicators of the Gospel. Some see marketing as a “secular” activity which leaves no room for God. I firmly believe that God has chosen and empowers us to bring His plan of salvation to the world. And marketing is a way for us to more effectively organize our resources so we can carry out Christ’s Great Commission.

Marketing is a management discipline—like time management or budgeting—that can help missionaries be more effective communicators of the Gospel.

Some see marketing as a “secular” activity which leaves no room for God. I firmly believe that God has chosen and empowers us to bring His plan of salvation to the world.

And marketing is a way for us to more effectively organize our resources so we can carry out Christ’s Great Commission.

Define the Mission Mission: What you do Vision: What you are becoming People focus (not program/production)

Mission: What you do

Vision: What you are becoming

People focus (not program/production)

Develop the Message Know the people: Define the segment secondary data Learn their needs: Original research Match the media to the people: Identify media channels

Know the people: Define the segment secondary data

Learn their needs: Original research

Match the media to the people: Identify media channels

Deliver the Message Match the media to the people: Deploy media Share the Good News Goals Objective Strategies Plans Actions

Match the media to the people: Deploy media

Share the Good News

Goals

Objective

Strategies

Plans

Actions

Do the Ministry Close the Loop Feedback Follow-up

Close the Loop

Feedback

Follow-up

Detail Your Plans Background Objectives Research Positioning Strategy Targets Creative Media Strategy Public Relations

Background

Objectives

Research

Positioning

Strategy

Targets

Creative

Media Strategy

Public Relations

Marketing Mix for Ministry Marketing Product Price Promotion Place

Product

Price

Promotion

Place

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

Product:

Ministries

Services

Classes

Relationships

Sense of belonging

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

Product:

What ministries will you offer?

How well does your ministry connect to people?

What are the benefits you offer people?

Marketing Mix for Ministry Marketing Price: Participation Time Talent Treasure

Price:

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?

Marketing Mix for Ministry Marketing Place: Facilities Meeting locations Counseling rooms Cell groups Etc…

Place:

Facilities

Meeting locations

Counseling rooms

Cell groups

Etc…

Questions to ask Place: Where will you meet? How can you “take it to them?” What are the limitations of your facilities?

Place:

Where will you meet?

How can you “take it to them?”

What are the limitations of your facilities?

Marketing Mix for Ministry Marketing Promotion: Word of mouth Advertising Publicity Direct mail Etc…

Promotion:

Word of mouth

Advertising

Publicity

Direct mail

Etc…

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?

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?

Ministry Planning How is your ministry unique? What are your strengths? What are your weaknesses? What are your opportunities? What are the threats?

How is your ministry unique?

What are your strengths?

What are your weaknesses?

What are your opportunities?

What are the threats?

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

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

Creating Interest 1-4 Participation 5-7 Involved 8-10 Response Filter Response Filter More Info. Less Info.