An advertising campaign plan-book for a ministry in Saint Petersburg Florida

1. GODSEND MINISTRIES
Media Plan
Analiisa Sauline, Bradley Wagel, Enoch Erbert

2. Executive Summary
Godsend Ministries is an independent Roman Catholic Church located in Indian Rocks Beach,
Fl. Because of the recent decline of people who go to mass every week finding a new strategy to
bring in new churchgoers is essential for success. Targeting unchurched catholics and individuals
who yearn to come back to the church is a good place to start.
Business Challenge
Reaching the Unchurched Catholics in the Indian Rocks Beach Area within the months that they
are here is difficult to do. It is a popular thing for people to come to Florida during the winter
months and then return to northern states during the summer. Once people pick a church they
often stick to it for a few years so just getting people in the doors for one mass should provide a
routine amount of people.
Target Audience
Males and female between the ages 18 and 65 without a current church Affiliation.
College age
Young families (women 18-49)
Retirees 50+
The Communication Challenge
The communication challenge with this group lies in the difficult nature of determining the
specific media consumption of people that identify as “unchurched Catholics”. Digital media can
target highly specific groups, but unchurched Catholics span across many demographics.
The Strategy
The overall strategy is to communicate to the specified target audience using traditional media
combined with digital advertising on social media platforms.
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3. High-Level Tactics
Budget
Local newspaper (Clearwater Beach to St. Petersburg)
Radio spots (Clearwater Beach to St. Petersburg)
Direct mail (Clearwater Beach to St. Petersburg)
Social media (Facebook and Instagram)
Billboards (On 275 and 19 going from the airport)
Local TV spots (Clearwater Beach to St. Petersburg)
Streaming services
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4. Advertising/Media Objective
​Overreaching Media Strategy:
a.​ ​Social Media (Facebook, Instagram, and YouTube)
i.​ ​Use these platforms to post ads and measure the number of clicks and visits including
the amount of interest the demographic has regarding the ad
b.​ ​Local newspaper (Clearwater Beach to St. Petersburg)
​i.​ ​Using the local area to include a more well know audience while also appealing to the
older generation
c.​ ​Streaming services
​i.​ ​Using these services allows us to tap into people’s steaming services making it so
they
are semi forced into the information and we also easily tap into our demographic due to
the high range of people who stream music, podcasts etc.
2.​ ​These media outlets and strategies will allow us to touch our demographic while also sparking interest
in a multitude of areas. It covers us from all angles. You get the local image from people along with the
internet and social media aspects are also seen and can be received and digested by our demographic.
3.​ ​Our desired goals would be to reach as many unchurched catholic people (males and females)
throughout the ages of 25-65 who do not have a church affiliation in the Indian Rocks area to be
interested and come to this Church
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5.
Situation Analysis & Background
Competition
· Saint Jerome Catholic Church
· St Catherine of Siena Catholic Church
· Saint Patrick Catholic Church
· Saint Cecilia Catholic Church
· Saint Brendan Catholic Church
· Saint Justin Martyr Catholic Church
· Saint Matthews Catholic Church
- Saint Dunstan Catholic Church
SWOT
Strengths
· Unique blend of classical and contemporary, band, choir, orchestra
· Great Liturgies
· Welcoming/Extreme Hospitality
· Good at purveying God’s message
· A community of conscience with Jesus Christ as our Pastor > What would Jesus do?
Weaknesses
· Shepard’s a comparatively smaller congregation
· Is not affiliated with the Roman Catholic Church
· A diverse music catalog can deter a more traditional Catholic
· Inclusivity can sometime offend the older more traditional Catholics
· A contemporary style of ministry can be viewed as conformation
Opportunities
· Unchurched Catholics in the area need the LORT
· Attracting Catholics from neighboring churches who minister more traditionally
· Enticing snowbirds (more come every year)
· International and national tourists
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6. · Music lovers could leave a chant-heavy parish for a hipper/spiritual musical experience
Threats
· Neighboring churches have more influence with a Roman Catholic Church backed Parish
· Current outreach may not attract older generations who don’t use more modern means of
communication
· Congregation size could drive potential parishioners to a smaller or larger parish
· The location of the church could overwhelm potential patrons because of the high density of
churches in the area
· College graduates with mid-high income are less religious than in generations past
Target Audience
Males and female between the ages 18 and 65 without a current church
Affiliation.
College age
Young families (women 18-49)
Retirees 50+
The Primary Communication Challenge
The primary communication challenge is spreading the word about the new hip offerings of a
more contemporary church that is in a market saturated with other churches. Reaching people
using social media and streaming services is a good idea, however, getting people to add the
social media channels initially will take more advertising. This promotion will include radio,
billboards, and tv ads. This will create better name recognition for when a social media user sees
the ministries new offerings, then they will be able to identify them. The timing of the
advertisements should coincide with the tourist season. Essentially, the plan is to get people
thinking about where they are going to church this weekend.
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7.
Media Strategy
$100,000 Budget
Paid: The radio campaign will run 40 ads per week for 18 weeks, and will cost $15 dollars per
ad, resulting in a cost of $11,000 dollars. TV spots for the Ministry will run 11 times per quarter,
each airing will be during the primetime slot in an attempt to catch people tuning in for the
evening news. The slots will cost a total of $50,000 dollars. Streaming audiences will receive a
cluster of ads each month totalling $300 dollars. Billboards will be placed along interstate 275,
and state highway 19. The 6 billboards will total $2,500 per board, and equal out to $15,000
dollars.
Owned: The Instagram profile of the Ministry could use some work internally.
Earned: The social media advertising will cost $40 dollars per day for 250 days, 36 full weeks of
this will consume the entire $10,000 dollar allocation.
$15,000 Budget
Paid: Newspaper ads running in Suncoast News will require 73 ads at $41 dollars per, 6 ads
every week for 6 months will result in a total expenditure of $3,000 dollars. TV advertisements
will run three times during primetime slots, and three times during the late slot. TV total cost will
be $6,000. Additionally, the ministry will send out 5,000 direct mail postcards for ten months
incurring a cost of $2,000 dollars.
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8.
Media Calendar
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9.
Key Insight
Easter Egg Hunt Event:
This event will aid in acquiring new families in the area along with having a large appeal to other
demographics as well. We know Easter is a busy time for religious groups and it is important to
be open to new families and welcome them at an event that is a “no strings attached” event but
also gives them the opportunity to still have their holiday festivities.
We will be starting off with a Sunday morning sunrise service prior to the event at 7am, followed
by the full day of family fun activities including a lunch at noon, Easter photos all day, fun kid
friendly activities like face paintings and yard games and the main event, the Easter egg hunt!
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10.
FLYER:
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11.
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12. Conclusion
Because of the new campaign plan for Godsend ministries they will be able to better understand
their target audience and how to reach them. Mediums such as billboards, TV, radio, and social
media will be an effective way to gain a larger audience and help increase the amount of people
who come to mass. Once people pick their church they often stick to it. Godsend has recognized
that the popularity of churches has gone down and adapting to the digital age of media will help
them stay ahead of the curve and overtake the competition within their area.
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