IDENTIFYBUILDING COMMUNITYWhat We CommunicateMarketing is the Management of Perception.Management is not about manipulating the truth, but effectively presentingreality. It is simply the ability to know where you are today, to knowwhere you would like to be in the future, and to make adjustments alongthe way.Perception is how people feel about things.Perception is framed from two major components:(1) what people see and hear about us, and(2) where they are in life.Marketing comes from : (1) knowing how people perceive your organization; (2) having a vision for how you would like them to perceive you withinreality; and (3) making decisive strides and adjustments in your way of doing andcommunicating things to ensure that people ultimately perceive you as ayou desire.
If your audiencecan’t verbalizeyour concept,you’ve failed tocommunicate.
PROCESS IIdentifying CommunicationHow do people perceive us?How would we like people to perceive us?How are we communicating our perception?Elements that can form someone’s perception of our church:The concept of the church in generalThe denominationCurb appealExternal promotionLocationWebsiteWorship styleMinistry styleMinistry focusVocabularySignageDécorAttire of leadership or membersType and number of cars in the lotDoctrineChurch historyPrinted materialsLeadership teamGreetersChildren’s ministryYouth ministryCurrent and Past members
Expectations donot only influenceour responses;they actuallyinfluence what wefeel.
EXPLORESEEKING THE SPIRITHow We CommunicateWe should always focus on whom we are trying to reach and the ways we createtheir perception of us.What are the main components that make up our church’s marketing efforts, themain areas that contribute to how we are perceived.
EXPLORE What could you do to make them feel as if you built the wholeSEEKING THE SPIRIT experience just for them?How Communicate | Discussion Vocabulary – We all develop verbal shortcuts among groups we are involved in. How many times do you use words that non- churchgoers cannot comprehend without proper explanation?Curb Appeal – conveys, without words, a number of things about yourpriorities, social connections, and financial status. Décor – Sets the tone . It might be traditional, contemporary, or worse, historic contemporary. Conservative, traditional, orExternal Promotions – gets the word out by effectively communicating to extravagant …it says volumes about your church culture.your audience. Style and design breeds a coherent sense of self. Printed Materials – All printed materials that are available toWebsite – People will likely review six to twelve websites before making communicate essential details about your church make up youra decision. Internet presence has become the primary way people church’s personality in printed form.evaluate churches. Does it give potential visitors a glimpse of life insideand make visitors comfortable? Attire of Leadership and Members – Visitors will quickly compare how they look against the church members. The leadership of theGreeters, Ushers, and Leadership Team Members – People who stand church is a vivid confirmation of what is valued by theout as official representatives of a church serves as an immediate congregation.indicator for visitors. How a greeter treats them is a huge factor indetermining what their future relationship with the church will be. Who Ministers – The more points of connection people see with theis making the first impression? minister from attire to lifestyle habits, the more they will feel connected.Signage - Would I know where the main entrance is? Could I find therestrooms without asking? Supporting Ministries (Children’s, Youth, Nursery, etc) – What visitors are looking for when they drop their children off is aLogo – What your church logo says to your congregation can be very strong sense their child will be safe and secure and warmly anddifferent than what it says to the outside world. Their frequency and sincerely accepted into the class as an individual. They want toconsistency of use conveys a deeper sense that the church knows itself hear you say the child’s name and see you help the child becomewell. What is the purpose of the logo? part of the group.
If people hear youtalk about changeand don’t see it,your credibility isshot.
CONNECTING ANDCOMMUNICATINGConnecting and CommunicationCollect samples of current communication modules.Collect examples of other organization’s communication modules.Add any additional communication modules necessary to complete a fulllist of platforms.Identify any immediate changes that can be made easily.Is everything cohesively branded and does each communication moduleleave an impression on the end-user about what and who the organizationis and what the organization does:
PROCESS IIExploring How We CommunicateWhat can we do to make the experience more valuable for eachvisitor?The concept of the church in generalThe denominationCurb appealExternal promotionLocationWebsiteWorship styleMinistry styleMinistry focusVocabularySignageDécorAttire of leadership or membersType and number of cars in the lotDoctrineChurch historyPrinted materialsLeadership teamGreetersChildren’s ministryYouth ministryCurrent and Past members
Identifying Communication1. How do people perceive your organization?2. How would we like people to perceive this organization?3. How are we communicating our perception?
If your audiencecan’t verbalizeyour concept, Missionyou’ve failed to Mission statements should explain why your organization exists.communicate it. If it has been more than five years, now is probably a good time to review and, if necessary, adjust or even rewrite your mission statement. At the very least, mission statements should address these key questions: What does the organization do? Who does it serve? How does it serve the needs? What values guide the work? Vision A vision statement is sometimes called a picture of your company in the future , reminding you of what you are trying to build – not how you are going to get there. Your vision statement is your inspiration, the framework for all your strategic planning. The vision statement answers the question: Where do we want to go? Unlike the mission statement, a vision statement is for you and the other members of your company, not for your customers or clients.
Vision and MissionUnitarian Universalist Church of BloomingtonVision Statement Assesment:Seeking the Spirit Does the Vision Statement clearly identify the organization in the future?Building Community Does the Vision Statement identify what the organization is wanting to build?Changing the World Is the Vision Statement written for people inside the organization?Mission Statement Assesment: In this liberal religious community of inspiration, love and action: What does the organization do? we celebrate life Who does it serve? we nurture one another How does it serve the needs? we welcome all What values guide the work? we care for the earth and we work for the common good
Identifying PerceptionUnitarian Universalist Church of Bloomington OFFLINE OFFLINE Website Print Materials DVD/Sermons and Services Committee Brochures Podcasting Sermons Music Music/Copyright Voicemail Letter from Ministers to visitors/Letterhead Stationery Pubic Relations/News Media Order of Service Social Media Newsletter E-Calender Name Tags Email Administration/Agendas, Job Descriptions, Memos Accessibility Presentations Symbols Physical Plant Conditions/Color Entrance and Accessibility Landscaping and Maintenance Parking External Promotion Yellow Pages Information Centers Signage - Inside and Outside Wayfinding Public Relations/News Media Greeters, Welcomers and Leadership Ministry Vocabulary Doctrine Attire of Leadership/Members Current Members Other Church Members
Community Action AlertsThe Center for Congregations wants to keep you informed.What Are Community Action Alerts?Community Action Alerts let you know about events and happenings in thecommunity that we feel are of interest to congregations. The email newsletter issent monthly. Items are also posted on this webpage. The news items in CommunityAlert are not Center-sponsored programs. The information posted here does notimply a Center for Congregations endorsement of those products, companies, orservices.Deadline for SubmissionsThe Community Action Alert newsletter is sent on the third Wednesday of eachmonth. The deadline for submission of news is the previous Friday.How to Submit News Items and AnnouncementsPlease submit announcements for the webpage and the email newsletter using thisform. We do not accept submissions by phone or email. We can only accept oneitem per congregation per month, and announcements must have a broad, generalpublic interest.What Information to IncludeDont forget to include important dates, times, location, cost, and contactinformation. We encourage each contributor to provide a web link to a photo, logo,or artwork, which will accompany the announcement. Please keep the description to150 words or less. We will consider each submission, but not all can be included dueto space, timing, and content.
Over 50% of the Social Media Networksworlds population One characteristic shared by both social media and industrial media is theis under 30 years capability to reach small or large audiences; for example, either a blog post or a television show may reach zero people or millions of people. Theold and 96% of properties that help describe the differences between social media and industrial media depend on the study. Some of these properties are:them have joined Reach - both industrial and social media technologies provide scale anda social media enable anyone to reach a global audience.network. Accessibility - the means of production for industrial media are typically owned privately or by government; social media tools are generally available to anyone at little or no cost. Usability - industrial media production typically requires specialized skills and training. Most social media does not, or in some cases reinvent skills, so anyone can operate the means of production. Recency - the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). As industrial media are currently adopting social media tools, this feature may well not be distinctive anymore in some time. Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.
As of 2008, if youare not on asocial networkingsite – you’re noton the Internet. Social Media Platforms There are three types of business owners: “I have no idea what you’re talking about.” Social media is a complete waste of time, both for myself and my employees. We don’t need a social media strategy.” My business has an integrated and effective social media strategy and it has been really helpful for the growth of our business.’ Why get involved in Social Media? It’s a fundamental shift in the way we communicate: Network Promote Share
If Facebook werea country it wouldbe the 3rd mostpopulated in theworld, ahead ofthe United States. Social Media Platforms 65,000 new videos and 83% watching video clips 200,000,000 blogs with 73% active readers 57% have joined a social network site Only 14% of people trust advertisements. 78% trust the recommendation of other users. 34% of people post experiences with organizations and brands. 36% think more positively about companies that have blogs.
By 2010,Millenials/GenY-ers willoutnumber BabyBoomers. Social Media Target Audience Baby Boomers born 1943-1960 Generation X born 1961-1980 Generation Y born 1982-2002 Millenials spend 16 hours a week online. 96% have joined a social network. They have an average of 52 online friends. AND THEY DON’T CARE ABOUT YOUR AD THEY CARE WHAT THEIR FRIENDS THINK.
Do not promisechange and settlefor a result that isanything less thanthe vision.
ResourcesCenter for Congregation Workshops:http://editor.des08.com/vo/?FileID=e5452eb9-a801-453f-97ac-7d07aada3ed4&m=f76aa978d5df3b428d81e0c07267160f&MailID=20053929ChurchMarketing 101: Preparing Your Church for Greater Growth by Richard L. Reising100 Questions that Non-Members Ask About Unitarian Universalism by John SiasMarketing Workbook by GK Rowe:http://www.slideshare.net/gkrowe/marketing-uucb