Helping your church or ministry share the good news in ways that get attention and invite response from the people you want to reach

Coaching Session Seven Learn about the five parts of an action plan How to create a marketing plan Some of the benefits of having a written ministry marketing action plan. Launch your ministry marketing using your personalized playbook Share the Good News

Learn about the five parts of an action plan

How to create a marketing plan

Some of the benefits of having a written ministry marketing action plan.

Launch your ministry marketing using your personalized playbook

Warm Up You have a message to share with people that benefits them You know how to speak directly to their needs We have seen how to use media to build awareness in your community Learned a few of the key terms in media buying Next we are taking our next step in the Ministry Marketing Mindset Share the Good News!

You have a message to share with people that benefits them

You know how to speak directly to their needs

We have seen how to use media to build awareness in your community

Learned a few of the key terms in media buying

Next we are taking our next step in the Ministry Marketing Mindset Share the Good News!

The Bowtie Drills

D-Day

We have come a long way! Defined our mission Defined and learned about our audience and its needs Formulated a message that they can relate to Discovered the best ways in which to communicate our message Now it’s time to create a plan that will help us carry out the communication to our audience. We will call this our “action plan.”

Defined our mission

Defined and learned about our audience and its needs

Formulated a message that they can relate to

Discovered the best ways in which to communicate our message

Case Studies Church Planter wants to attract people to the launch of the new church A church wants to create more outreach to stay-at-home moms in their upper-middle class community. A church in a college town wants to reach more college students An historic church is plateaued in growth and wants to reinvigorate the church

Communication Strategy Strategy is a “method, or series of maneuvers for obtaining a specific goal.” Goals Objectives Plans Actions Strategy is how you do what you do with what you have . Strategy here !

Strategy is a “method, or series of maneuvers for obtaining a specific goal.”

Goals

Objectives

Plans

Actions

Gospl? G oals O bjectives S trategies P lans L aunch It’s good news because you will be meeting needs!

G oals

O bjectives

S trategies

P lans

L aunch

Goals The purpose of your marketing To Brand the logo of your church Get people to remember your location Attract new people to church plant launch Sunday Increase attendance and membership Stop plateaued growth pattern Increase member giving Become influential in the community Change negative perceptions Establish a new position

The purpose of your marketing

To Brand the logo of your church

Get people to remember your location

Attract new people to church plant launch Sunday

Increase attendance and membership

Stop plateaued growth pattern

Increase member giving

Become influential in the community

Change negative perceptions

Establish a new position

3 Characteristics of a Good Goal It is a general statement of what you’d like to accomplish It must flow naturally from your M.V.P. and take you toward it It must be achievable

It is a general statement of what you’d like to accomplish

It must flow naturally from your M.V.P. and take you toward it

It must be achievable

Objectives Specific outcomes you hope to achieve with your marketing Have 75 unchurched people in the launch service Identify 150 new prospective families by next year Enroll 300 Children in VBS this year Raise $50,000 to pave the parking lot by Spring Increase Sunday School enrollment by 15% this quarter Improve awareness scores by the next survey

Specific outcomes you hope to achieve with your marketing

Have 75 unchurched people in the launch service

Identify 150 new prospective families by next year

Enroll 300 Children in VBS this year

Raise $50,000 to pave the parking lot by Spring

Increase Sunday School enrollment by 15% this quarter

Improve awareness scores by the next survey

Good Objective Statements Is a more specific statement of what you’d like to accomplish Flows directly from the Goal Statement Is measurable Is time-bound Is realistic and achievable

Is a more specific statement of what you’d like to accomplish

Flows directly from the Goal Statement

Is measurable

Is time-bound

Is realistic and achievable

Strategy How you intend to achieve the goals and objectives. Messages you will communicate Needs you hope to meet that will attract the target audience Changes you will make New things you will start or what you will improve Media you plan to use

How you intend to achieve the goals and objectives.

Messages you will communicate

Needs you hope to meet that will attract the target audience

Changes you will make

New things you will start or what you will improve

Media you plan to use

Strategy leads to media one way or another eventually. Your message to the target group Events Flyers Website Advertisements of various kinds Contact with media

Your message to the target group

Events

Flyers

Website

Advertisements of various kinds

Contact with media

What is the storyline?

What is the storyline?

What is the storyline?

What is the storyline?

Plans Tasks you will need to accomplish in order to complete the strategy Budget Calendar Production deadlines Training, practicing, preparing Assignments Reports you will make as you carry out the plans Follow-up procedures

Tasks you will need to accomplish in order to complete the strategy

Budget

Calendar

Production deadlines

Training, practicing, preparing

Assignments

Reports you will make as you carry out the plans

Follow-up procedures

Profile the Audience Do you want to target a segment of the people? Decide on when and how often to reach them Time of day, month or year? Select Appropriate Media Which will deliver the message to the people? Calculate Cost Budget issues to be resolved? Ensure Systems are in Place for Follow-up Train and Organize

Ministry-Marketing Plan Once you have created your action plan, you can combine this with the other components of your work and research to create a Ministry-Marketing Plan. The parts to this overall plan may include: Vision and Mission Statements Gap and SWOT Analyses Audience Profile Additional Research Findings GOPSL Action Plans

Once you have created your action plan, you can combine this with the other components of your work and research to create a Ministry-Marketing Plan.

The parts to this overall plan may include:

Vision and Mission Statements

Gap and SWOT Analyses

Audience Profile

Additional Research Findings

GOPSL Action Plans

Benefits of a Marketing Plan You know your budgetary requirements ahead of time You won’t be planning media always at the last minute All of your media use is coordinated and focused You can negotiate better prices with media outlets since you will be buying in larger quantities for the year You can save on production costs You can delegate assignments.

You know your budgetary requirements ahead of time

You won’t be planning media always at the last minute

All of your media use is coordinated and focused

You can negotiate better prices with media outlets since you will be buying in larger quantities for the year

You can save on production costs

You can delegate assignments.

Launch! To carry out the plan! Beware of procrastination Get ready for distractions Expect resistance Stay flexible Remain persistent Be Patient Make a commitment to stick with it

To carry out the plan!

Beware of procrastination

Get ready for distractions

Expect resistance

Stay flexible

Remain persistent

Be Patient

Make a commitment to stick with it

Practice Time Determine your most strategic marketing goals Make a list of marketing goals you need to accomplish in the next year Develop a marketing plan Complete the marketing tools form Marketing Playbook

Determine your most strategic marketing goals

Make a list of marketing goals you need to accomplish in the next year

Develop a marketing plan

Complete the marketing tools form