MinistryCom Bootcamp: Marketing Basics

Slide 2: The Marketing Concept catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 3: What is Marketing? • “the process or technique of promoting, selling, and distributing a product or service” - Webster catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 4: 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 catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 5: What is Marketing? • “The whole firm, taken from the customers point of view" –Peter Drucker catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 6: Marketing Mix for Secular Marketing • Product • Price • Promotion • Place catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 7: 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 catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 8: Marketing Mix for Ministry Marketing • Product • Price • Promotion • Place catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 9: Marketing Mix for Ministry Marketing Product: • Ministries • Services • Classes • Relationships • Sense of belonging catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 10: Questions to ask Product: • What ministries will you offer? • How well does your ministry connect to people? • What are the benefits you offer people? catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 11: Marketing Mix for Ministry Marketing Price: • Participation • Time • Talent • Treasure catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 12: 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? catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 13: Marketing Mix for Ministry Marketing Promotion: • Word of mouth • Advertising • Publicity • Direct mail • Etc… catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 14: 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? catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 15: Marketing Mix for Ministry Marketing Place: • Facilities, • Meeting locations • Counseling rooms • Cell groups • Etc… catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 16: Questions to ask Place: • Where will you meet? • How can you “take it to them?” • What are the limitations of your facilities? catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 17: Market Segmentation for Church Who are you best equipped to reach? • Demographics • Psychographic • Geographic Develop a profile of the people you want to reach! catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 18: Maslow’s Hierarchy Find a Need and Fill it! • Physical • Safety • Social • Esteem • Self-actualization catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 19: How do you discover needs? • Secondary Research – Demographics – Studies others have done • Primary Research – Surveys – Focus Groups and Interviews – Study your own data! catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 20: Ministry Planning • How is your ministry unique? • What are your strengths? • What are your weaknesses? • What are your opportunities? • What are the threats? catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 21: Branding/Identity

Slide 22: Why develop Branding/Identity? • Tells your story • Positioning • Inspires your core group • Integrates your Outreach Efforts catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 23: Why develop Branding/Identity? • Tells your story • Positioning • Inspires your core group • Integrates your Outreach Efforts catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 24: 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. catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 25: 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 catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 26: Logos Communicate! • This is a sight and sound generation • You can communicate visually • What is the message here? catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 28: Integration Builds Synergy • Your message to the target group builds as they see your identity through contact with you and your communications. catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

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! catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 30: How to Integrate Your Identity! • Have a similar look • Use the same content • Keep the same "feel" • Don't change so fast! catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 31: Promoting your Brand • Consistent (style guide) • Show experience • Don’t dilute it • Protect the brand catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 32: 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 catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

Slide 33: 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 catons B ootC am p : M arketng & B randi C om m uni i i ng w w w .M i st O M .org ni ryC

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