Communications Boot Camp: Marketing & Branding Prepared by Chris Forbes MinistryMarketingCoach.com © 2006 Used by permission

The Marketing Concept

What is Marketing? “the process or technique of promoting, selling, and distributing a product or service” - Webster

“the process or technique of promoting, selling, and distributing a product or service” - Webster

What is Marketing? “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others” - Phillip Kotler

“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others” - Phillip Kotler

What is Marketing? “The whole firm, taken from the customers point of view" –Peter Drucker

“The whole firm, taken from the customers point of view" –Peter Drucker

Marketing Mix for Secular Marketing Product Price Promotion Place

Product

Price

Promotion

Place

What is Ministry Marketing? Identify people you can reach Understand what their needs are Develop ministries that meet their needs Get the word out about the ministry Do the ministry! (Follow-up) Evaluate the results

Identify people you can reach

Understand what their needs are

Develop ministries that meet their needs

Get the word out about the ministry

Do the ministry! (Follow-up)

Evaluate the results

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 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?

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?

Market Segmentation for Church Who are you best equipped to reach? Demographics Psychographic Geographic Develop a profile of the people you want to reach!

Who are you best equipped to reach?

Demographics

Psychographic

Geographic

Develop a profile of the people you want to reach!

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 Demographics Studies others have done Primary Research Surveys Focus Groups and Interviews Study your own data!

Secondary Research

Demographics

Studies others have done

Primary Research

Surveys

Focus Groups and Interviews

Study your own data!

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?

Branding/Identity

Why develop Branding/Identity? Tells your story Positioning Inspires your core group Integrates your Outreach Efforts

Tells your story

Positioning

Inspires your core group

Integrates your Outreach Efforts

Why develop Branding/Identity? Tells your story Positioning Inspires your core group Integrates your Outreach Efforts

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 You Need a Good 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?

Logos Can Communicate! Logos from MinistryMarketingCoach.com © 2006 Used by permission

Integration Builds Synergy Your message to the target group builds as they see your identity through contact with you and your communications.

Your message to the target group builds as they see your identity through contact with you and your communications.

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!

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!

Promoting your Brand Consistent (style guide) Show experience Don’t dilute it Protect the brand

Consistent (style guide)

Show experience

Don’t dilute it

Protect the brand

So what? I am not the decision-maker! You are first a minister. Help your church become more responsive to people’s needs Learn more about your community and the benefits of the ministries offered by your church. Your media will be more successful! You can get a lot of ideas for copy from talking to the people you mean to reach

You are first a minister. Help your church become more responsive to people’s needs

Learn more about your community and the benefits of the ministries offered by your church. Your media will be more successful!

You can get a lot of ideas for copy from talking to the people you mean to reach

References MinistryMarketingCoach.com –Chris Forbes Marketing for Congregations - Norman Shawchuck Marketing Your Church – John J. Considine Positioning - Al Ries and Jack Trout How to Change Your Church Image – John David Webb Church Marketing 101 - Richard Reising Grow Your Church from Outside In - George Barna Why Men Hate Going to Church - David Murrow Simply Strategic Growth - Tim Stevens

MinistryMarketingCoach.com –Chris Forbes

Marketing for Congregations - Norman Shawchuck

Marketing Your Church – John J. Considine

Positioning - Al Ries and Jack Trout

How to Change Your Church Image – John David Webb

Church Marketing 101 - Richard Reising

Grow Your Church from Outside In - George Barna

Why Men Hate Going to Church - David Murrow

Simply Strategic Growth - Tim Stevens