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Content Maps: Aligning Your Messages [Church Communications Strategy Training Course Session 4]

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This fourth session of the the free seven-week online Church Communications Strategy Training Course focuses on Content Maps and how they are used in a communications strategy.

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Content Maps: Aligning Your Messages [Church Communications Strategy Training Course Session 4]

  1. 1. Message maps and content maps help you align your messaging to your goals, personas, and journey maps
  2. 2. What Is a Message Map?
  3. 3. A message map is a visual representation of your primary messages
  4. 4. Mission Statement Mission Emphasis Ministry Goal Mission Emphasis Ministry Goal         Message Map Template
  5. 5. Mission Statement The central message is your ministry’s Mission Statement
  6. 6. Mission Emphasis Ministry Goal Next, add any emphases of your Mission Statement, especially your ministry goals Mission Statement
  7. 7. Mission Emphasis Ministry Goal Messages are the practical examples of how you are pursuing your mission statement Mission Statement
  8. 8. Mission Emphasis Ministry Goal Every message should have consistent details or talking points     Mission Statement
  9. 9. Why Are Message Maps Important?
  10. 10. Message maps keep your communications consistent by keeping your messages aligned
  11. 11. Message maps prioritize your communications by pointing back to your mission statement
  12. 12. Mission Statement We receive the means of grace through regular worship. Increase active participation in Bible Studies to 35% of the congregation. Grow average weekly Sunday School attendance to 50 kids. All Congregation Bible Study Small Group Bible Studies Rally Day Every Week Sunday School Sunday Morning Worship Mid-Week Worship
  13. 13. Mission Statement We receive the means of grace through regular worship. Sunday Morning Worship Services at 8:00 a.m. and 10:30 a.m. Communion is offered every other week. Mid-Week Worship Service times are designed for those who work weekends Meals are offered before services twice a month. Increase active participation in Bible Studies to 35% of the congregation. All Congregation Bible Study Bible Study for the entire congregatio n. No specific demographic s but is encouraged for all members. Small Group Bible Studies Each group is designed for a specific demographic s: men, women, youth, etc. Bible Studies are geared toward a gender, age, or role. Grow average weekly Sunday School attendance to 50 kids. Rally Day Kick-off for the Sunday School Year Games, Prizes, Food, to encourage future attendance Every Week Sunday School Split into age groups to provide specialized lessons Begins with general opening for all attendees
  14. 14. How Do You Use a Message Map?
  15. 15. Bulletin / Newsletter Structures Your Message Fills the Space Allows You to Say No
  16. 16. Social Media Provides Relevant Messaging Keeps Posts Consist Works as an Idea Generator
  17. 17. Church Website Directs Your Navigation Outlines Visual Weight Helps Clarify Perceptions
  18. 18. Announcements Prevents Wasted Attention Shares Your Priorities Keeps People Excited
  19. 19. Some important messages may not have a place on your message map
  20. 20. What Is a Content Map?
  21. 21. A content map shows the messages you wish to communicate with your personas at different stages of your journey map
  22. 22. It is documenting the things that we do naturally when we speak with other people
  23. 23. Christ Community Church Large Church in Growing Suburb Goal: Increase active participation in new summer Bible Studies to 35% of the congregation MILLENNIAL MELODY FORTY-ISH FRED OLDER ADULT ALICE Personas Based on Demographics
  24. 24. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY Example Journey Map
  25. 25. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT
  26. 26. What Is Content?
  27. 27. Content is the right message delivered to the right audience at the right time
  28. 28. The delivery vehicle and wording will vary by persona, but the purpose is the same
  29. 29. Email Text Message Blog Post Video Social Website Letter Phone Call Flyer Advertisement
  30. 30. There is no such thing as “one size fits all” communication
  31. 31. Automate the process or prompts as much as possible
  32. 32. How Do You Craft a Content Map?
  33. 33. Content mapping takes what you already do, puts it into a plan, and finds the gaps
  34. 34. It allows you to be specific and relevant with the content you share
  35. 35. It’s a combination of your… Journey Map Personas Message Map
  36. 36. 1. List Your Personas
  37. 37. PREFERENCE? FINANCES? AVAILABILITY? INTERESTS? MILLENNIAL MELODY Social Weekends None Fellowship FORTY-ISH FRED Email Weeknights Stable Worship OLDER ADULT ALICE Bulletin Weekdays Fixed Fellowship
  38. 38. 2. Review the Journey Map
  39. 39. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY
  40. 40. 3. Make a Matrix for Content
  41. 41. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY
  42. 42. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY
  43. 43. 4. Enter and Evaluate Your Current Communication
  44. 44. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY CONTENT CONTENT CONTENT CONTENT CONTENTCONTENT CONTENT
  45. 45. 5. Find the Gaps
  46. 46. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY CONTENT CONTENT CONTENT CONTENT CONTENTCONTENT CONTENT
  47. 47. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT
  48. 48. 6. Develop the Content
  49. 49. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT
  50. 50. This process will take time; do what you can now and improve over time
  51. 51. Example Content Maps
  52. 52. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT
  53. 53. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY Email thanking her for coming to the event and inviting her to attend worship Text with a personal invitation to join a Small Group Bible Study Follow-up phone call from her elder welcoming her as a new member Website with all the steps and expectations for becoming a member Blog post about the body of Christ and how all members have a unique role Text message inviting her to come to Bible Study the next Sunday Melody is a single 25-year-old who was actively involved in youth group as a teen and is trying to regain a connection to the church as an adult. MILLENNIAL MELODY
  54. 54. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY Email thanking him for coming to the event and inviting him to attend worship Email invitation to a lecture- based Bible study with childcare provided Follow-up welcome call from his elder reminding of mid-week worship Videos of each new member classes that he can watch at his convenience Blog post about the multi- generational ministry opportunities for families Email about introductory level Bible study with information about free child care Fred is a 42-year-old father whose schedule revolves around kids and work. It’s a struggle to get him involved in much outside worship. FORTY-ISH FRED
  55. 55. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY Phone call thanking her for coming to the event and inviting her to attend worship Phone call invitation to a discussion- based Bible study Follow-up welcome call from her elder reminding of transportation assistances Printed worksheets for every part of the new member class Flyer about the benefits of being a member and information about classes In-person thank you gift and invitation to attend the next week’s Bible study Alice is 72 years old and is just starting to admit she needs assistance with her health. She’s fearful of losing her independence. OLDER ADULT ALICE
  56. 56. PROSPECT VISITOR POTENTIAL MEMBER PRE- MEMBER NEW MEMBER ENGAGED MEMBER ATTENDED WORSHIP FIRST TIME ATTENDED FELLOWSHIP EVENT STARTED NEW MEMBER CLASS ATTENDED BIBLE STUDY BECAME CONFIRMED MEMBER ATTENDED BIBLE STUDY REGULARLY ATTENDED WORSHIP REGULARLY EMAIL EMAIL CALL TEXT EMAIL CALL CALL CALL CALL WEBSITE VIDEOS HANDOUT BLOG POST BLOG POST FLYER TEXT EMAIL VISIT
  57. 57. TL;DR too long; didn't read It’s about the right message for the right person at the right time Documenting the things that we do naturally in conversations Better to start implementing than to wait for everything
  58. 58. Dive Deeper at ConcordiaTechnology.org/Blog
  59. 59. Download the Content Map Worksheet
  60. 60. Join the course Facebook Group at facebook.com/groups/ChurchCommunicationsStrategy
  61. 61. Tuesday, May 26, 1:00 p.m. (CDT) Next Session
  62. 62. Q&A Feel free to email me at peter.frank@cph.org

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