3. Marketing Groundwork
Get the “right message” to the “right people”
● List of LCEF District VPs and Executives
● Survey to help determine which congregations could provide
highest ROI
4. Survey
1. What are the 10 biggest churches in your region?
2. How many LCEF services does each congregation use?
3. How often do these congregations use LCEF’s services?
4. How often do these congregations repeatedly use services? Is
there a strong turnaround of repeat users?
5. How does the presence of Thrivent affect the LCEF?
6. Are churches able to both utilize Thrivent and LCEF?
6. Diversity’s Importance
● Bringing in diverse perspectives can truly ignite imaginations
● Other community and business leaders will also be invited
● Inducing curiosity and a more diverse selection of ideas
12. Conference Vision
Curiosity
● Creativity Sessions
● Free Time
Diversity
● Non-traditional community leaders
● Testimonials and Q&A with the public
● Groups share new ideas
Creativity
13. Conference Itinerary
Saturday
8:00-8:45 AM : Conference
Mission: Igniting Imaginations
9:00-10:15 AM : 1st Session
10:30-11:45 AM : 2nd Session
11:45-12:45 PM : Lunch
1:00-2:15 PM : 3rd Session
2:30-3:45 PM : 4th Session
4:15-6:00 PM : Free Time
6:00-7:30 : Dinner
8:00-9:30 PM : Testimonials
and Q&A with Public
Friday
6:00-7:00 PM : Check into
Hotel
7:30-8:30 PM : Welcome
Sunday
7:30-9:00 AM : Breakfast
(Optional)
9:00-9:30 AM : Worship
Service (Optional)
10:30 AM : Check out
14.
15. Promotion
“Igniting Imagination with the Light of Christ” advertisements
● Conference Focused Social Media
● Materials such as flashlights and Bibles with theme verse
Psalms 119:105 “Thy word is a lamp
unto my feet, and a light unto my
path.”
16.
17.
18.
19. Meeting in a Box
Continuing past
the “Look at the
Big Picture”
Conference
We are here to talk to you about “Igniting Imaginations with the Light of Christ.” What does this mean and how does this apply with the rest of the marketing plan? The objectives of our marketing plan are to both create new loan opportunities and to increase knowledge of the depth of services that LCEF offers. Both of these are going to be accomplished through igniting the imaginations of not only ministry leaders but other community and business leaders as well. This plan aims to choose the right group of diverse leaders and distribute the right message to them at an LCEF “Look at the Big Picture” Conference. We have a three step process to accomplish this ignition of imaginations: first, getting the right people, getting the right message across to these people, and finally ending with a “Look at the Big Picture” conference joining together these right people with these right ideas.
We need to first focus on getting the right people. Without these right people, any marketing campaign will be unable to succeed. What we did to begin segmenting these right people into groups was compile a list of LCEF District VP’s. We wanted to gain statistics for several regions to determine which one needed the most marketing. We then came up with a survey to determine which congregations could potentially provide the highest ROI, or return on ignition, at the “Look at the Big Picture” Conference.
We sent this survey out to district representatives to try and determine which congregational leaders that we could invite to the conference. Unfortunately, there were legal restrictions on questions 2, 3, and 4. Almost all of the answers we received back stated that it would take too long to obtain the information. LCEF doesn’t have a system in place to segment these markets. This let us know that a system was needed to gather this vital information. We came up with a segmentation chart to help get a group of people to go to the marketing competition. We really wanted to segment the market based on usage rates and we found that this information was not readily available. So we thought, there should be a way to segment these markets.
Our focus was on segmenting the market. Increase breadth, increase frequency, reestablish a relationship...We wanted to segment the market based on user rates. We’re interested in these former users because they have used us before and we need to focus on ways to gain them back. They have had experience with us and they are so important. We also would like to focus on these light user groups of C and D because they only use a couple services. They have some experience with the LCEF and we need to educate them about the different services we have. Heavy users increase breadth, light users increase frequency, and reestablish frequency. We would also like to focus on heavy users that only use one service as well because they present an enormous opportunity for marketing. The only one we need to focus on educating them on is the breadth of product available. They really enjoy using one particular service but they have the potential to use so many more services. This tool can go beyond the conference as well and can be available for the LCEF to use to segment the market. We need to drive everyone to this top box.
This tool can let us know who to invite for the LCEF, but who else should be invited to the conference? Our goal is to bring in some diverse perspectives to truly ignite imaginations. We will also be inviting other leaders of the community to the conference in addition to the congregational leaders. These include nontraditional community and business leaders who are members of the LCMS. This will allow us to gain new, diverse perspectives to induce curiosity and create a more diverse selection of ideas.
We have these two concepts of diversity and curiostiy. If not enough curiosity and diversity are introduced, negative effects like stagnation and conflict can occur. Even if there is enough curiosity but no diversity, only slight improvement will be the outcome. Our goal is to ignite imaginations, not merely achieve slight improvement. Diversity can be achieved through the different types of people being invited to the conference. To expand the conference to other influential leaders in the community, such as business leaders and community leaders, we can create a huge amount of diversity. Curiosity can be achieved through sessions on creative thinking within the conference. Most conferences focus on this end of the spectrum: stagnation. This is not conducive to a culture of new ideas. We wanna focus on having this optimal combination of diversity and curiosity. Traditional conferences speak the to the same people and end up with the same conference. The result is stagnation.
We have the right group of people, now we need to get the right message to these people. LCEF needs to be viewed as a partner that will share in the hopes and the dreams of the community, not just a service provider. At the conference, we will be emphasizing this message through our different advertisements and also through our tagline session, “Igniting Imagination with the Light of Christ”. We will show that LCEF does more than just give people loans, it builds playgrounds, it creates long lasting relationships, and overall makes people’s lives better.
We have the right people and the right message. Now, we will combine them and create a one of a kind conference experience, the “Look at the Big Picture” Conference.
This is what we thought of when we heard the word confrence, this may be a picture of something you have sat through… long lectures and low amounts of interaction… with the Look at the Big Picture Confrence we are looking to create a different enviorment. We are looking to partner with you, we want to hear your ideas and we have all intentions of developing a creative enviorment that supports and encourages discussion and collaboration. Confrence sessions will remain small and intimate so that we can effectively communicate to confrence participants and so we can hear what people have to say.
Kids on a playground, why? How did they get there, what are they being a part of? The idea for our campaign is “Igniting Imagination with the Light of Christ.” People need to get inspired and excited about investing and participating in LCEF programs. Thinking beyond loans and investment, what can be built? What can come from interaction with LCEF? What are the benefits?
Community is built
Faith is built
Service opportunities
Church expansion
Partnership
We want to make the biggest impact at this conference, so we want to invite the people who will have the biggest influence in the company and in the LCMS in general. There will be a series of sessions focused on creativity and curiosity to inspire imagination and discussion. Because informal discussion is a great place to influence new ideas, there will be free time for the leaders to interact and discuss issues, improvements and other topics that can help spark innovation. There will be a separate area set aside for this time with tables and booths set up for each LCEF service so that suggestions and ideas heard directly by the partners themselves.
It will be a weekend-long conference, with most of the focus being on Saturday. We will start the day by talking about the mission, then continue with four sessions and end with a testimonial and Q&A session with the public. We want to promote a creative and challenging environment fueled by diverse opinions and ideas, so we will do this by including creativity sessions and interaction sessions on Saturday. We want to take our current ideas and take them to the next level to create new ideas. We will do this by bringing in outside people that can challenge our ideas and create a diverse dynamic.
The meeting in a box is a way for us to extend the impact of the Big picture conference… With the meeting in a box conference participants can take home the exciting information to at home communities and congregations and inspire them with the light of christ as well… By using the meeting in a box we hope to increase ROI and to encourage continued partnership with the LCEF
