Ministry Marketing Mindset Session Six (of 8)
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In this phase we will identify which media will best gain access to your audience. To use media most powerfully, consider sending your message through a variety of media. At this point your church may consider developing relationships with strategic partners for developing and buying media for your church. If needed, I will assist your church in identifying key strategic partners who can help you.
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- Slide 1: Helping your church or ministry share the good news in ways that get attention and invite response from the people you want to reach Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 2: Coaching Session Six • How to use media • How to build awareness of your church or ministry in your community • Understanding the concepts of Match t Reach and Frequency he • How to build an identity using Media your branding and positioning • Look at the major categories of media you can use as marketing tools • Learn how to maximize media through integration Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 3: Warm Up • How to speak identify needs and speak directly to them • Understanding how people make decisions • Started working on how to present your message • Now we are ready for the fourth step: Match the Media to the Audience Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 4: The Bowtie Drills Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 5: Case Study A church planting team launched a new church in their community the church is called “Family Worship Center” A family oriented church. The team decided to “pull out all the stops”. They allocated $5,500 dollars for a marketing budget to announce the launch of their new church. Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 6: They used the following media: – Mailed postcards to people in their entire zip code that they purchased from a Christian marketing company – Had a graphics designer do a professional full color brochure with pictures of families with children, service times and their mission, vision and core values printed on them – Sent press releases to the local newspapers – Bought set of banners to hang inside their new church location. – Posted a website on the internet with a really cool introduction done up with the latest web technology – With the money they had left they bought a half page ad in the Sunday newspaper on the day of their launch. Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 7: The Marketing Results The church planting team was very unhappy when they spent all that money and only had two visitors to their new church. The Planter/Pastor became so discouraged and frustrated he wanted to quit. How could they spend all that money on marketing and see such small results? He called his team together and they talked and decided that marketing “doesn’t work”. One of the team members who had been against the marketing campaign spoke up and said, “See, I like I said three weeks ago when we started planning all this, marketing is not God’s will. God won’t bless us if we use Satan’s ways!” The team huddled together and prayed to God asking Him to forgive them for being so worldly What went wrong? Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 8: The Real Story • The church is located downtown near the bus station in an existing church building they share with a Laotian congregation • The zip code mailing sounds impressive until you realize that 63% of the residents in the area are retired people, 24% Laotian, and 7% Hispanic and the rest, 6% lower income families. • The brochure was nice but it had no information about the church address, website, or programs and it was not dististributed. Also, the families in the photos all looked like middle class families. • The press releases were sent to the Religion Editor of the newspapers. • The website was slow loading because the Pastor insisted his nephew add a flash video to the splash page. • By the time people read the ad that ran one time in the Sunday paper (the day of the launch) it was too late. Most of the people who don’t already attend church on Sunday in the community don’t get their papers until about 10:30 AM. (they like to sleep in on Sunday) • Finally, they planned and launched their entire marketing plan in the space of three weeks. Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 9: Have they got issues! • Target audience selection needs to be better refined • The church might not be audience oriented enough the majority of people in the area are retired. What about their needs? • Media selection needs to be based on the audience and integrated into to a strategy. • Frequency of the media campaign could have been increased by narrowing the media buys so they could send out more exposures • Reach of the target audience was high, but through only one medium • Storyline doesn’t make sense that people would see one postcard, and one ad in the newspaper and make plans to attend the church. • Goals should have been made based on a realistic plan to “Brand the identity of the new church” Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 10: Issues to Study • Audience • Use of Media • Reach and Frequency • Branding • Integration and Storyline Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 11: Audience Comes First in Media Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 12: Ten Research Questions • What periodicals do they read? Newspapers, magazines, shoppers, etc. • Which radio stations do they listen to? • Which TV stations do they watch? What programs in particular do they watch? • Which stores, restaurants and businesses do they frequent? • Where do they go for entertainment? • What civic or religious organizations or events are they involved with? • What professional, recreational or governmental associations do they belong to? • What medical or other public facilities do they use? • What online destinations do they visit? • What other sources of news and information do they consider trustworthy? Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 13: How to Use Media in Marketing Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 14: Internet Which tools have Out o f Hom e you used? Printed Materials Word-of-mouth TV Print Ads Mail Radio Telephone Events Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 15: Most of us have Grown up Using Media: Trust me I know what I am doing! Danger: We are Tempted to think we are Media Savvy! Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 16: Basic Communication Receiver Sender Noise Feedback Planning Helps Maximize the Effectiveness of Media Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 17: Media in Action 10 Knowledge 1. Neg. Pos. Attitude Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 18: You’re Impacting Attitudes • Do I like this? • Do I Understand this? • Do I need this? • Is this a good thing? • Do I believe this? • What is the risk? • Does anybody else do this? Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 19: You’re Impacting Knowledge • Great tool for increasing knowledge. • Can contain huge amounts of information • Ideal for education Cautions: – Must be needed – Must be “on time” – Must not be “too much” Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 20: Hitching a Ride Like taking a Ride in Somebody else’s Car •Right Vehicle (Media) •Right Destination (Audience) •Synchronized (Mix) Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 21: Reach and Frequency Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 22: Understand “Reach” and “Frequency” • Reach = The Number of People in the Target Audience you reach with your message. • Frequency = The number to times you reach them You need to reach your target audience more than once to communicate effectively with them. Spread your media budget out to reach them with frequency Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 23: Reach and Frequency Acme Text Books Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 24: Branding/Identity Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 25: Why develop Branding/Identity? • Puts you on the map • Tells your story • Positioning • Inspires your core group • Integrates your Outreach Efforts Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 26: Your Identity = Brand • What Mental File Folder will people put you in? • What do you want people to think/feel about you? • Every brand is a promise! • If you don’t manage your brand, someone else will. Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 27: Why a Logo? • Logos are how we identify things these days • A logo is an important part of your identity if you are brand new Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 28: Logos Communicate! • This is a sight and sound generation • You can communicate visually • What is the message here? Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 29: Places to Brand Your Identity • Stationary Business • Direct Mail Cards • Brochure • Church Bulletin • Website • Worship Services • Signage • Events • Radio/TV • Newsletter • Your Location • Public Relations • T-shirts/Specialty • Advertising • More! Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 30: Some types of Media Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 31: Kinds of Media • Personal – WOM – Face to Face – Printed Cards and Flyers • Direct – Mail – Email – Internet – Telemarketing • Mass – Print – Electronic – Outdoor Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 32: Newspapers •Older audiences •Placement •Religious section mostly reaches Christians •Circulation size •Size of ad increases cost •Consider classifieds Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 33: News Releases It’s not rocket science! •Date for release •Who •What •Where •When •Why •How •Contact information •Interesting photo (optional) •Don’t call and nag •Don’t ask for them to tell you when it runs Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 34: Phone Book •For people looking for a church •New comers •Visitors to your city Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 35: Direct Mail •Target audience very precise •Measurable •Mailing list (buy or rent) •Costs: Production, mailing, biz reply responses Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 36: Internet •Very cheap (but spend a little) •Good “window shopper” •Less is more with new gadgets • Time consuming • Must have these days Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 37: Billboards •Location most important “Out o Adve f Home thing ” rtisin •“Point-of-Sale” is the best g use •Buy by the month (some by the year) •Three sizes (30 sheets, 24 sheets, mini) Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 38: Radio •Specialized programming means targeted audiences •Drive time the most expensive •Production cost included in the price •Prices can be negotiated Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 39: Television •Reach wide audience •Target based on programs •Prime-time most expensive •Cable can be very cheap •Religious channels don’t reach the lost Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 40: Integration of Media Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 41: Integration Builds Synergy • Your message to the target group builds as they see your identity through: – Logo, – Letterhead – Signs – Brochures – Website – Advertisements of various kinds – Contact with media Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 42: How to Integrate Your Identity! • Have a similar look • Use the same content • Keep the same "feel" • Don't change so fast! Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 43: What is the Storyline? Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 44: What is the storyline? Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 45: What is the storyline? Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 46: What is the storyline? Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 47: Media Marketing Tools • 25 Free Marketing tools you can use right now • 12 Low cost marketing tools that get response Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
- Slide 48: Practice Time • Ask media companies to provide audience Marketing information • Make a media contact list of the media you think you Playbook might like to use • Get a logo • Use the 25 free tools ASAP Copyright © 2004 Chris Forbes Ministry Marketing Coach, All rights reserved
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