This deck was shared on Thursday, June 29, 2017 as the fifth live training session in the Church Online Communications Comprehensive, a 14-week online training course.

1. CREATING MOVEMENT IN YOUR
CHURCH COMMUNICATIONS
Session Five
Church Online Communications Comprehensive
How can we get people moving?

2. OUTLINE
Quick review of previous sessions:
What is a journey map?
Why is it important?
What do you include?
What does it look like?
How do you utilize it?
Church Online Communications Comprehensive 4

3. WHAT DID I MISS?
A goal is a specific, desirable result that
has not yet been achieved.
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Session Two

4. WHAT DID I MISS?
A persona is a fictional representation
of your target audience.
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Session Three

5. WHAT DID I MISS?
A persona profile gives each persona
a name, a face, a personality, and a story.
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Session Four

6. DEFINITION
What is a journey map?
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7. WHAT IS A JOURNEY MAP?
A journey map tracks your audience’s actions
from the first point of contact through the
completion of your desired church goals.
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8. WHAT IS A JOURNEY MAP?
A journey map is the church equivalent
of a sales funnel without the sales.
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9. WHAT IS A JOURNEY MAP?
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER

10. WHY IS A JOURNEY MAP IMPORTANT?
Provides another point of context to help focus
your communication to the right audience.
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11. WHY IS A JOURNEY MAP IMPORTANT?
Focuses your communication on a primary
call-to-action for each audience.
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12. WHY IS A JOURNEY MAP IMPORTANT?
Identifies opportunities for movement
among your audience.
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13. WHAT DO YOU INCLUDE IN A JOURNEY MAP?
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER

14. WHAT DO YOU INCLUDE IN A JOURNEY MAP?
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Actions
The desired activities that you are encouraging
your audience to complete.

15. WHAT DO YOU INCLUDE IN A JOURNEY MAP?
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Stages
Identified placements on the journey map
between actions.

16. WHAT DO YOU INCLUDE IN A JOURNEY MAP?
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Goals
Key end points on the map where you want your
audience to go.

17. DEFINING YOUR JOURNEY MAP
How do you create a journey map?
Start at the end and work backwards.
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18. DEFINING YOUR JOURNEY MAP
What is your goal?
Increase attendance at adult Bible study
to 40% of active membership.
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19. DEFINING YOUR JOURNEY MAP
What action is required to achieve that goal?
Regularly attend Bible study.
Must be an active member.
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20. DEFINING YOUR JOURNEY MAP
What actions lead up to that step?
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21. DEFINING YOUR JOURNEY MAP
Became a member
Attended worship regularly for a year
Attended Bible study regularly for a year.
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22. DEFINING YOUR JOURNEY MAP
Finally, name the stages between each action.
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23. STARTED
NEW MEMBER
CLASS
DEFINING YOUR JOURNEY MAP
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ATTENDED
FELLOWSHIP
EVENT
PROSPECT VISITOR POTENTIAL
MEMBER
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Goal #1

24. DEFINING YOUR JOURNEY MAP
Church Online Communications Comprehensive
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
NEW
MEMBER
ENGAGED
MEMBER
26
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
Goal #2

25. COMPLEX JOURNEY MAPS
What if my journey map is more complex?
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26. COMPLEX JOURNEY MAPS
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
ALL CHURCH
BIBLE STUDY
STARTED
NEW MEMBER
CLASS
BECAME
BAPTIZED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDS
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Multiple Actions
ATTENDED
OUTREACH
EVENT
ATTENDED
SMALL GROUP
BIBLE STUDY
STARTED
CONFIRMATION
CLASS
BECAME
CONFIRMED
MEMBER
REGISTERED
FOR ONLINE
SERVICES
ATTENDED
SMALL GROUP
REGULARLY
COMPLETED
ATTENDANCE
CARD WITH
CERTAIN ANSWER
LEADS
MINISTRY
GROUP

27. COMPLEX JOURNEY MAPS
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Multiple Journey Maps
REGISTERED
FOR EMAIL
UPDATES
REQUESTED
SCHOOL INFO
PACKET
REGISTERED
FOR SCHOOL
TOUR
ATTENDED
SCHOOL
TOUR
REGISTERED
STUDENT FOR
PRESCHOOL
RECOMMENDED
PRESCHOOL TO
OTHER FAMILIES
EMAIL
SUBSCRIBER
LEAD
FAMILY
TOURING
FAMILY
INTERESTED
FAMILY
INCOMING
STUDENT
ACTIVE
STUDENT
ATTENDED
FIRST WEEK
OF SCHOOL

28. COMPLEX JOURNEY MAPS
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
TRANSFERRED
MEMBERSHIP
TO CHURCH
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Split Journey Maps
STARTED
CONFIRMATION
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
FAMILY SUNDAY
SCHOOL

29. DESIGNING YOUR JOURNEY MAP
What should a journey map look like?
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30. DESIGNING YOUR JOURNEY MAP
Church Online Communications Comprehensive 32
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Linear Landscape

31. DESIGNING YOUR JOURNEY MAP
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Linear Portrait

32. DESIGNING YOUR JOURNEY MAP
Church Online Communications Comprehensive 34
Multi-Layer Map
Blur Intentional

33. DESIGNING YOUR JOURNEY MAP
Need more ideas?
Search for “customer journey map”
on Pinterest or Google Image Search
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34. TRACKING YOUR JOURNEY MAP DATA
How do I know which stage
each member is positioned on?
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35. TRACKING YOUR JOURNEY MAP DATA
Church Membership Database
Dynamic Data
Static Structured Data
Static Unstructured Data
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36. SUMMARY
Start with Church Goals and Work Backwards
Identify Sequential Actions
Compile and Design the Journey Map
Track Individuals’ Stages in Database
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37. BLOG
Church Online Communications Comprehensive 39
ConcordiaTechnology.org/Blog

38. FREE DOWNLOAD
Defining the Journey Map for Your Church Audiences
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39. FACEBOOK GROUP
Church Online Communications Comprehensive 41
/groups/ChurchOnlineCommunicationsComprehensive/

40. NEXT LIVE TRAINING SESSION
Giving Your Communications Focus
Next Thursday, July 6 at 11:30 a.m. CDT
/ConcordiaTechnology
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41. SCHEDULE
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Jul 6 | Giving Your Communications Focus
Jul 13 | Communicating in the Right Context
Jul 20 | Making the Most of Each Communication Channel
Jul 27 | Building a Great Website for Church Communications*
*Presentation may be recorded

42. SCHEDULE
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Aug 3 | Establishing a Communication Hub for Your Church
Aug 10 | Utilizing Social Media in the Church to the Fullest
Aug 17 | Understanding Search Engine Optimization
Aug 24 | Saving Time in Your Online Communications
Aug 31 | Sharing Excitement about Your Communication Strategy

43. CONTACT
Peter Frank
peter.frank@cph.org
peterfrank235
(314) 268-1408
45Church Online Communications Comprehensive