Marketing in Ministry


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Marketing in Ministry

  1. 1. What is Marketing  Marketing is all about branding – Think about your church as a business. What is the “business” of your church  Greater Allen Cathedral mission… “Expanding the Kingdom by Transforming Lives” How do we tell that story through marketing  What is your brand?  What members and others see about your ministry  Marketing is all about “how” - How to tell your story effectively  Marketing is a process that takes time  It can involve hours of research for a marketing plan to be effective  Your church is marketing/communicating daily
  2. 2. Marketing refers to the process of by which your ministry is introduced to people
  3. 3. Marketing is Not Advertising  People often confuse marketing with advertising  Advertising is the description or presentation of your ministry  Advertising is a single component of the marketing process  Advertising is responsible for getting the word out about your ministry  Ad placement  Radio, TV, Newspaper, Direct Mail, Internet
  4. 4. Intentional Marketing  “Make sure you market for ministry and not just a specific element of your ministry.  When the church doors are closed you are still marketing your ministry  Website, social media pages, signage, etc.,  Stay relevant and consistent with your message  Promote a ministry event, bible study, etc., maintain focus on the overall brand (Church/Pastor)
  5. 5. Why Strategic Planning  Dr. John Zietlow, professor of strategic management at Mount Vernon Nazarene College and author of the book Financial Planning for the Nonprofit Organizations, stated that the planning processes are what drive the focus and implementation of a ministry.  It is necessary to have specific goals for any activity to measure ministry effectiveness in addition to thinking strategically for long-term success.  “The strategy is the glue that holds it all together, strategy gives clarity in direction and is helpful for organizations to operate effectively” (Zietlow 2001). 
  6. 6. Marketing Strategy  Every church should have a marketing strategy  A marketing strategy allows ministries to market effectively  Marketing strategy helps you develop a promotional strategy  Help you understand how to connect with your members
  7. 7. Strategic Imperatives:  List ministry goals for the year  Special events, Conferences, Concerts, Outreach projects  Identify target audience for each goal. Where does your audience spend most of its time online  Facebook, Twitter, YouTube Foursquare  Develop strategic plan  How will your ministry go about achieving its goals  Have a plan in place for both the expected and unexpected.  Example: If you know membership giving decreases in the summer months, a strategic plan will outline how you will increase revenue or decrease expenses to meet the financial needs during a season of decrease
  8. 8. Strategic Tactics  Once you’ve done the following:  Identify goals  How to achieve goals  Know target audience  Develop & Implement marketing tactics  Campaigns put in place to achieve goals and reach your audience
  9. 9. Promoting Your Ministry  Word of mouth  Online  Website  Social Media  E-Marketing  Mass Media  Print  Radio  TV
  10. 10. Social Media Growth  According to Nielsen’s 2012 State of the Media: The Social Media Report  Since the emergence of the first social media network two decades ago, Social media has continued to evolve and offers consumers around the world, new and meaningful ways to connect. Social networking is a global phenomenon  Social TV is on the rise: As of June 2012, 33% of Twitter users had actively tweeted about TV-related content. Some 44 percent of U.S. Tablet owners and 38 percent of U.S. smartphone owners use their devices daily to access social media while watching television  Example: Consider live streaming of worship service -- Incorporate interactive technology that allows viewers to participate in the worship experience online via Twitter and Facebook. Connect with your viewers and make them truly feel part of the worship experience. Others will join the “conversation” and actually help share your message with their network.  This strategy allows churches to bring awareness to their ministry and enable “online disciples” to help you spread the Gospel of Jesus Christ.
  11. 11. Social Media  Facebook: 1.15 billion users  YouTube: 1 billion users, 4 million views per day  Twitter: 500 million users (200 million active)  Skype: 300 million users  Gmail: 425 million users  Instagram: 130 million users  LinkedIn: 238 million users  Pinterest: 70 million users  Foursquare: 33 million users Stats by Digital Marketing Ramblings/Digital Marketing Stats
  12. 12. Social Media Marketing  Social Media should be included in your marketing strategy. One of the key elements of social media is building relationships with people. Engage your followers daily!  Social networks such as Facebook, Twitter and Instagram are great places to start  Identify and implement creative ways to interact with your members and increase awareness to your ministry  Engage in conversation – Avoid “spam” posts  Example: The only time your followers hear from you is when you have an event to promote
  13. 13. Social Media Marketing  It is definitely a distraction when people “tweet” or “post” during a worship experience. However, the truth is – people will do it anyway.  Set the tone – create a #hashtag or theme for a particular worship service, conference or event and encourage the “tweeters” to use the #hashtag when tweeting about your event.  Make it part of the worship experience and give your audience an opportunity to be messengers for your message – It’s network building and it will bring awareness to your ministry and your message
  14. 14. Mobile Marketing  More people are using mobile devices to access social media  According to a recent United Nations Telecom report; there are approximately 6 billion cell phone subscribers…Including those in 3rd world countries. The world’s population is just over 7 billion.  People are spending more time on their mobile devices and less time on their desktops  Text message marketing solutions is another element to include in your overall marketing strategy:  Group messaging and Text Alerts
  15. 15. Mobile Marketing Trends – According to Socialnomics  46% of mobile users will not return to a website that does not work on their mobile device (make sure you website is optimized for mobile phones).  If a website took more than 5 seconds to open on your mobile device would you continue to wait?  41% of email is now opened on smartphone or tablet  Average prices spent on mobile phones $97.39 – tablets $96.11 – desktop $91.86  Mobile pay
  16. 16. Google+  Inexpensive ways to bring awareness to your ministry  Host a Google+ hangout. Members love to connect with their Pastors, ministry leaders. Identify up to 12 faithful members, biggest financial contributors and ask them to participate in a hangout. Promote the hangout/event online and invite your membership to join in. Host a Google+ hangout monthly around a specific topic, event or conference. It’s free and allows churches to engage their members and connect with the pastors.
  17. 17. YouTube  YouTube recently expanded its Live Streaming to channels with just 100 subscribers. This allows more video producers to use You Tube for live streaming. This also comes with the ability to link externally to online stores and user websites – allowing users to monetize their shows on YouTube
  18. 18. Email Marketing  One of the most reliable ways for churches to communicate with its congregation. The average open rate is approximately 20% across all industries  Great way to reinforce relationships through special offers (conference registration, sermon products, books, music CDs, etc.) and keep your “product” top-of-mind.  Offer discounts  Effective Email Marketing      Eye-catching design Consistent scheduling Keep layout design consistent – use the same template Measure success through analytic software Keep content concise. Avoid information overload • Email Marketing Services •Constant Contact •Mail Chimp
  19. 19. Email Marketing  Include links within marketing email to “brand” your presence on social media  Allow recipients to easily share your information  Drive traffic to your social media sites to build your audience  Emphasize other ways people can receive information from you     Website Blog Phone Address
  20. 20. Ministry Website  10 Reasons Why Your Church Should Have a Website 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Connect with membership Relevant use of communication Brings awareness to your church Broadcasts your message globally Curates church content/events Can increase revenue through online giving, pledge programs Inexpensive advertising platform Portal to link to other online networks Control your content and your message A way for people to find out how to get involved
  21. 21. Relationship Building  A key component to marketing is building relationships with people, companies and others that will help you reach your marketing goals.  Establish relationships with the media. The media are an important conduit for delivering your message      Local radio stations Newspapers TV executives Bloggers Social media influencers can all help you with your marketing goals.
  22. 22. Final Thoughts  Don’t rely on only one or two ways to market your ministry  Your marketing should achieve more than a shortterm goal or instant ticket sale or conference registration.  Always consider long-term goal when creating your marketing plan  Marketing is 24/7 -