Marketing Your Church


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Marketing Your Church

  1. 1. Marketing Your Church UISBC 2008
  2. 2. Free E-Book! <ul><li>Make first impressions count with people who come in contact with your ministry </li></ul><ul><li>Spark excitement among your church members </li></ul><ul><li>Stay on-track with your own ministry communication plan </li></ul><ul><li>Keep new people who visit your church Connect with your community </li></ul>
  3. 4. You are a Marketer <ul><li>Gospel: The Greek word ευαγγελιον originally meant a reward for good news given to the messenger (ευ = &quot;good&quot;, αγγελλω = &quot;I bring a message“) </li></ul><ul><li>Colossians 4:5: “Be wise in the way you act toward outsiders; make the most of every opportunity.” (NIV) </li></ul><ul><li>1 Corinthians 3:6: I planted, Apollos watered, but God [all the while] was making it grow and [He] gave the increase. (AMP) </li></ul>
  4. 5. You are a Marketer <ul><li>Begin with prayer, spiritual maturity and dependence on God </li></ul><ul><li>Ministry marketing promotion is announcing the gospel persuasively using media. </li></ul><ul><li>Marketing planning is good stewardship of your communication. (Much like churches who now use time management and budgeting) </li></ul><ul><li>Promotion is the investment your church makes in getting the gospel beyond the walls of your church </li></ul>
  5. 6. What is marketing? <ul><li>Everything you do to promote your organization </li></ul><ul><ul><li>Name of your organization </li></ul></ul><ul><ul><li>“ Products” or services </li></ul></ul><ul><ul><li>How you treat people </li></ul></ul><ul><ul><li>How you get referrals </li></ul></ul><ul><ul><li>How you follow-up </li></ul></ul><ul><li>Every contact with the public </li></ul>
  6. 7. Marketing Mix <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>
  7. 8. Reach Your Potential! <ul><li>Define Your Mission </li></ul><ul><ul><li>People focus (not programs) </li></ul></ul><ul><ul><li>Clear Vision </li></ul></ul><ul><ul><li>Be On Mission </li></ul></ul><ul><li>Develop Your Message </li></ul><ul><ul><li>Know Your Target Audience </li></ul></ul><ul><ul><li>Learn Their Needs </li></ul></ul><ul><ul><li>Link Communication to Life Application Needs </li></ul></ul>
  8. 9. Reach Your Potential! <ul><li>Deliver Your Message </li></ul><ul><ul><li>Match Media to Target Audience </li></ul></ul><ul><ul><li>Share the “Good News” G.O.S.P.A.. </li></ul></ul><ul><li>Do the Ministry </li></ul><ul><ul><li>Follow-up </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Evaluation </li></ul></ul>
  9. 10. Marketing Mix for Ministry Marketing <ul><li>Product: </li></ul><ul><li>Ministries </li></ul><ul><li>Services </li></ul><ul><li>Classes </li></ul><ul><li>Relationships </li></ul><ul><li>Sense of belonging </li></ul><ul><li>Behaviors </li></ul><ul><li>Actions </li></ul><ul><li>Beliefs </li></ul>
  10. 11. Questions to ask <ul><li>Product: </li></ul><ul><li>What ministries will you offer? </li></ul><ul><li>How well does your ministry connect to people? </li></ul><ul><li>What are the life-application benefits you offer people? </li></ul><ul><li>How will you connect them to the gospel? </li></ul>
  11. 12. Judgment House <ul><li>Quality Presentation (product) </li></ul><ul><li>Promotional Materials </li></ul><ul><li>Community Service </li></ul><ul><li>Public Relations </li></ul><ul><li>Follow-up plan </li></ul>
  12. 13. One Simple Principle that will help you reach more people: Learn to think like the people you want to reach. “ Me” marketing not “You” marketing
  13. 14. Marketing Mix for Ministry Marketing <ul><li>Price: </li></ul><ul><li>Obstacles </li></ul><ul><li>Participation </li></ul><ul><li>Time </li></ul><ul><li>Talent </li></ul><ul><li>Treasure </li></ul>
  14. 15. Questions to ask <ul><li>Price: </li></ul><ul><li>What will people have to do to be involved? </li></ul><ul><li>What commitments do you expect from people? </li></ul><ul><li>What are the “barriers” people cross? </li></ul><ul><li>What “bridges” can you build on? </li></ul>
  15. 16. Church Planter <ul><li>Promotion </li></ul><ul><ul><li>Door Hangers </li></ul></ul><ul><ul><li>Biz Reply (price) </li></ul></ul><ul><li>Free Purpose Driven Life Books (price) </li></ul><ul><li>Small groups for discussion (price) </li></ul><ul><li>Follow-up plan </li></ul>
  16. 17. How to Build Positive Awareness of Your Church: If You don’t Manage Your Brand, Someone Else Will
  17. 18. Marketing Mix for Ministry Marketing <ul><li>Place: </li></ul><ul><li>Facilities (restrooms) </li></ul><ul><li>Meeting locations </li></ul><ul><li>Counseling rooms </li></ul><ul><li>Cell groups </li></ul><ul><li>Types of gatherings </li></ul><ul><li>Media (Video venues, web, etc) </li></ul>
  18. 19. Questions to ask <ul><li>Place: </li></ul><ul><li>Where will you meet? </li></ul><ul><li>How can you “take it to them?” </li></ul><ul><li>What are the limitations of your facilities? </li></ul><ul><li>Can we try something new? </li></ul><ul><li>How clean are the facilities </li></ul><ul><li>Etc… </li></ul>
  19. 20. Ask God Anything <ul><li>Survey </li></ul><ul><li>Print and Web </li></ul><ul><li>Publicity </li></ul><ul><li>Promotional Materials </li></ul><ul><li>Sermon Series </li></ul><ul><li>Follow-up plan </li></ul>
  20. 21. Develop a Personalized Playbook for Reaching Your Community: Get the message outside into the mainstream of your community
  21. 22. <ul><li>Ten State Tour </li></ul><ul><li>10,000 Evangelistic contacts </li></ul><ul><li>Activate Christians to share </li></ul><ul><li>Roadcasting </li></ul><ul><li>Website and blog </li></ul><ul><li>Radio station call-in updates </li></ul><ul><li>Public relations campaign </li></ul><ul><li>100,000 contacts in Oklahoma March 2007 </li></ul>
  22. 23. Think about Your “Branding” or Reputation Logos from © 2006 Used by permission
  23. 24. Logos Communicate! <ul><li>This is a sight and sound generation </li></ul><ul><li>You can communicate visually </li></ul><ul><li>What is the message here? </li></ul>
  24. 25. Build Your Branding with a Quality Logo
  25. 26. Integration Builds Synergy
  26. 27. Places to Brand Your Identity <ul><li>Stationary Business Cards </li></ul><ul><li>Church Bulletin </li></ul><ul><li>Worship Services </li></ul><ul><li>Events </li></ul><ul><li>Newsletter </li></ul><ul><li>Public Relations </li></ul><ul><li>Advertising </li></ul><ul><li>Direct Mail </li></ul><ul><li>Brochure </li></ul><ul><li>Website </li></ul><ul><li>Signage </li></ul><ul><li>Radio/TV </li></ul><ul><li>Your Location </li></ul><ul><li>T-shirts/Specialty </li></ul><ul><li>More! </li></ul>
  27. 28. Using Media to Reach the Mainstream <ul><li>Ways You Can Mainstream Your Message: </li></ul><ul><li>Word of mouth </li></ul><ul><li>Advertising </li></ul><ul><li>Direct mail </li></ul><ul><li>Publicity </li></ul><ul><li>Etc… </li></ul>
  28. 29. Kinds of Media <ul><li>Personal </li></ul><ul><ul><li>WOM </li></ul></ul><ul><ul><li>Face to Face </li></ul></ul><ul><ul><li>Printed Cards and Flyers </li></ul></ul><ul><li>Direct </li></ul><ul><ul><li>Mail </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Telemarketing </li></ul></ul><ul><li>Mass </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Electronic </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul>
  29. 30. Questions to ask. <ul><li>Promotion: </li></ul><ul><li>When people talk about you, what do they say? </li></ul><ul><li>What media will you use to communicate? </li></ul><ul><li>What do you want people to think when they think of your ministry? </li></ul><ul><li>What would get people’s attention? </li></ul><ul><li>Who can we reach with media? </li></ul>
  30. 31. Selecting your target audience media outreach <ul><li>Understand who your church already reaches best (Demographic Analysis) </li></ul><ul><li>Understand who is not yet being reached </li></ul><ul><li>Understand who lives in your community that you could best reach </li></ul><ul><ul><li>Demographics: What people are </li></ul></ul><ul><ul><li>Geographics: Where people live </li></ul></ul><ul><ul><li>Psychographics: How people live </li></ul></ul><ul><ul><li>Spiritual Openness </li></ul></ul><ul><ul><li>Life needs: Divorce, recovery, health, recreation, emotional support, etc </li></ul></ul><ul><li>Develop a profile of the people you want to reach! (“Saddleback Sam”) </li></ul>
  31. 32. Maslow’s Hierarchy <ul><li>Find a Need and Fill it! </li></ul><ul><li>Physical </li></ul><ul><li>Safety </li></ul><ul><li>Social </li></ul><ul><li>Esteem </li></ul><ul><li>Self-actualization </li></ul>
  32. 33. How do you discover needs? <ul><li>Secondary Research </li></ul><ul><ul><li>Demographic Profiles (Prism Cluster, Data Analysis) </li></ul></ul><ul><ul><li>Studies others have done (BGCO Research) </li></ul></ul><ul><li>Primary Research </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Focus Groups and Interviews </li></ul></ul><ul><ul><li>Study your own data! </li></ul></ul>
  33. 34. Anatomy of an Advertising Campaign <ul><li>Background: What is the situation </li></ul><ul><li>Objectives: What do you want to accomplish? </li></ul><ul><li>Target Audience : Who are you going to reach? </li></ul><ul><li>Positioning: What do you want people to think? </li></ul><ul><li>Creative Strategy: What messages will you send? </li></ul><ul><li>Media Strategy: What media are you going use? </li></ul><ul><li>Budget: How much can you spend? </li></ul><ul><li>Timeline: What is the schedule? </li></ul><ul><li>Evaluation: Post mortem </li></ul>
  34. 35. Write out your marketing plans! <ul><li>Purpose of your Marketing </li></ul><ul><li>Benefits that will motivate people to respond </li></ul><ul><li>Target Audience </li></ul><ul><li>Marketing tools (name them all) </li></ul><ul><li>What your ministry stands for (niche) </li></ul><ul><li>Your Message </li></ul><ul><li>Your budget </li></ul>
  35. 40. Neg. Pos. Attitude 1. 10 Knowledge Marketing in Action Behavior
  36. 41. Getting Visitors is the Tip of the Iceberg! 10% Visitors and New Referrals Attracting People 30% Following-up on Prospects Establishing Participation 60% Assimilating Existing Contacts Getting People Involved
  37. 42. Passive Active Emotional Attachment, Commitment, Need for Information, Loyalty 1. Initial Awareness 2. Initial Contact and Impressions 3. Surfing Information 4. Beginning to Learn 5. Willingness to Consider Joining 6. Limited Participation 7. Forming Relationships 8. Joining 9. Adapting to Being a Member 10. Ready to Teach
  38. 43. Getting Interest Presentation Bookings Filter Filter How Do you Fill Your Pipeline?
  39. 44. An Assimilation Plan Ongoing Prospect gives contact information First Visit Newcomer Friendly Outreach Every 6 Weeks Newsletter Birthday Notes Outreach Events Phone Call Visit Gift First Week Invitation to Newcomers Fellowship First Month Put information in database Send Letter Next Day
  40. 45. Why Assimilation? <ul><li>Prospect needs time to decide </li></ul><ul><li>Prolonged contact builds rapport </li></ul><ul><li>Personalized touches make person feel special </li></ul><ul><li>Helps you take advantage of contacts you make </li></ul><ul><li>It is relational evangelism </li></ul>