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 Six How to use media How to build awareness of your church or ministry in your community Understanding the concepts of Reach and Frequency How to build an identity using your branding and positioning Look at the major categories of media you can use as marketing tools Learn how to maximize media through integration Match the Media

How to use media

How to build awareness of your church or ministry in your community

Understanding the concepts of Reach and Frequency

How to build an identity using your branding and positioning

Look at the major categories of media you can use as marketing tools

Learn how to maximize media through integration

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

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

The Bowtie Drills

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.

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.

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.

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?

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.

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.

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”

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”

Issues to Study Audience Use of Media Reach and Frequency Branding Integration and Storyline

Audience

Use of Media

Reach and Frequency

Branding

Integration and Storyline

Audience Comes First in Media

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?

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?

How to Use Media in Marketing

Which tools have you used? Out of Home TV Radio Telephone Print Ads Printed Materials Internet Word-of-mouth Events Mail

Most of us have Grown up Using Media : Danger: We are Tempted to think we are Media Savvy! Trust me I know what I am doing!

Basic Communication Planning Helps Maximize the Effectiveness of Media Noise Sender Receiver Feedback

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

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?

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?

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”

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”

Hitching a Ride Like taking a Ride in Somebody else’s Car Right Vehicle (Media) Right Destination (Audience) Synchronized (Mix)

Right Vehicle (Media)

Right Destination (Audience)

Synchronized (Mix)

Reach and Frequency

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

Reach = The Number of People in the Target Audience you reach with your message.

Frequency = The number to times you reach them

Reach and Frequency Acme Text Books

Branding/Identity

Why develop Branding/Identity? Puts you on the map Tells your story Positioning Inspires your core group Integrates your Outreach Efforts

Puts you on the map

Tells your story

Positioning

Inspires your core group

Integrates your Outreach Efforts

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.

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.

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

Logos are how we identify things these days

A logo is an important part of your identity if you are brand new

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?

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!

Some types of Media

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

Newspapers Older audiences Placement Religious section mostly reaches Christians Circulation size Size of ad increases cost Consider classifieds

Older audiences

Placement

Religious section mostly reaches Christians

Circulation size

Size of ad increases cost

Consider classifieds

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

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

Phone Book For people looking for a church New comers Visitors to your city

For people looking for a church

New comers

Visitors to your city

Direct Mail Target audience very precise Measurable Mailing list (buy or rent) Costs: Production, mailing, biz reply responses

Target audience very precise

Measurable

Mailing list (buy or rent)

Costs: Production, mailing, biz reply responses

Internet Very cheap (but spend a little) Good “window shopper” Less is more with new gadgets Time consuming Must have these days

Very cheap (but spend a little)

Good “window shopper”

Less is more with new gadgets

Time consuming

Must have these days

Billboards “ Out of Home” Advertising Location most important thing “ Point-of-Sale” is the best use Buy by the month (some by the year) Three sizes (30 sheets, 24 sheets, mini)

Location most important thing

“ Point-of-Sale” is the best use

Buy by the month (some by the year)

Three sizes (30 sheets, 24 sheets, mini)

Radio Specialized programming means targeted audiences Drive time the most expensive Production cost included in the price Prices can be negotiated

Specialized programming means targeted audiences

Drive time the most expensive

Production cost included in the price

Prices can be negotiated

Television Reach wide audience Target based on programs Prime-time most expensive Cable can be very cheap Religious channels don’t reach the lost

Reach wide audience

Target based on programs

Prime-time most expensive

Cable can be very cheap

Religious channels don’t reach the lost

Integration of Media

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

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

How to Integrate Your Identity! Have a similar look Use the same content Keep the same " feel " Don't change so fast!

Have a similar look

Use the same content

Keep the same " feel "

Don't change so fast!

What is the Storyline?

What is the storyline?

What is the storyline?

What is the storyline?

Media Marketing Tools 25 Free Marketing tools you can use right now 12 Low cost marketing tools that get response

25 Free Marketing tools you can use right now

12 Low cost marketing tools that get response

Practice Time Ask media companies to provide audience information Make a media contact list of the media you think you might like to use Get a logo Use the 25 free tools ASAP Marketing Playbook

Ask media companies to provide audience information

Make a media contact list of the media you think you might like to use

Get a logo

Use the 25 free tools ASAP