Final IMC Power Point campaign presentation for Dream City Church

OBJECTIVE
Engage and inspire Gen Xers and Millennials
to be a part of a movement to make Arizona a
Christian state through donations,
participations and lifelong support for Dream
City Church.
GOALS
- Increase Small Groups by 15% over a
12-month period.
- Expand audience engagement for Dream
City Church’s art produced events by 20%
over a 12- month period.
- Increase financial giving by 12% over a
12-month period.
IMC CAMPAIGN

CAMPAIGN BUDGET & ROI
Campaign Budget: $256,593
Total revenue generated from ticket sales and increase of tithes: $744,415
Total Campaign Cost: $256,593
Net ROI: $487,822

COMPETITIVE LANDSCAPE
Church & Community Theater Church Broadway Theater Community Theater
Google Rating: 4.6 Google Rating: 4.5 Google Rating: 4.5 Google Rating: 4.8
Locations: 4 campuses for
services, plus 4 main outreach
campuses
Performing Arts Seating
Availability: 2,015
Average Pricing: $17.5
Locations: 9 campuses for
services
Locations: 1
Availability: 3,017
Average Pricing: $118
Locations: 1
Availability: 150
Average Pricing: $10
Pros
Several locations, many
different types of events,
diversity, affordable pricing, big
lobby, large parking, show
quality, community artists
Pros
Target mostly men, several
locations across the valley,
strong sports program
Pros
Large parking, Broadway
shows, ASU brand well
recognized around valley,
show quality, professional
artists
Pros
Community artists, affordable
pricing, large list of shows
produce per year
Cons
People can get lost in the
bigness of a church, hard for
introverts to connect, fast
paced, limited amount of
shows
Cons
Singles or women can feel not
a a part of it, mostly white
community, and men driven
Cons
Small lobby, high ticket price,
high price on concessions, far
for those in north valley
Cons
Small facility (can feel
crowded), limited parking

PRIMARY TARGET AUDIENCE
Demographics
• Live in Phoenix, AZ
• Male and Female
• 25-50 years old
• Annual income over $50,000+
Psychographics
• Tech Savvy
• Need a sense of community
• Serving gives them purpose
• Searching for a place where they can share
their gifts and talents
• Prefer to spend money on experiences
rather than things
• Family oriented
• Value transparency, authenticity and
empowerment

SECONDARY TARGET AUDIENCE
Demographics
Live in Phoenix and its surrounding cities
Married women with children
25-50 years old
Annual income over $40,000+
Psychographics
Tech Savvy
Value transparency, authenticity and empowerment
Gravitate towards products, services and experiences they can enjoy with their kids
Strong heart for serving and getting involved in things that serve the community
Current View on Brand
Concerned about getting lost in the crowd
Blown away by the impact the organization has in the community

SWOT OVERVIEW
Strengths
• Strong biblical messages
• Continual increase in market value and attendance
• Over 95 years of heritage
• Strong reputation for theatrical productions and outreaches
• Diverse community
• Excellent at producing events
• Volunteers
• There’s something for everyone to get involved
• Dream Centers
• Accepting and welcoming community
Weaknesses
• Lack of solid ROI measurement system in place
• Website is over 6 years old and not mobile friendly
• Too many events to advertise/different messages
• Communicating the impact of donations
• Lack of robust digital marketing
• Not enough programs for men to get involved
• Not enough outside advertising
• Under developed male segment
• Lack of stories told about the impact the organization is
making in the communityOpportunities
• Variety of volunteer opportunities
• Authentic causes
• Compelling stories of life change
• Large network of Dream Centers
• Large social medial following
• Email list
• Worldwide influence
• Hispanic market
• Creative arts productions
Threats
• Perception of always asking for money
• Perception of the church having a lot of money
• Increased competition from cause-related organizations
• Donor fatigue
• Economy
• Weather
• Volunteer fatigue

FOCUS GROUPS CONCEPTS & FINDINGS
Findings:
Participants highly value spiritual growth, transparency, good worship and creative experiences,
community outreach, and welcoming atmosphere.
The majority of the focus group participants expressed that a deciding factor was the welcoming
first impression .
The word “tithing” tends to have a negative connotation, but when the term “financial generosity”
was presented, participants reacted very enthusiastic.
The majority of the participants prefer online giving over writing a check or carrying cash.
Participant Overview:
• 3 males
• 4 females
• 22-45 years old
• Employed
• Ranged in education levels from
some college to advanced degrees

ICSS STATEMENT
“A community of dreamers that move boldly into the future that God has planned for their lives.”

IMC OBJECTIVES
• #1 Objective: Increase social media engagement by 40% over a 12-month period.
• #2 Objective: Increase awareness of small groups by 20% over a 12-month period.
• #3 Objective: Increase email list by 15% over a 12-month period.
• #4 Objective: Retain 40% of 2018 theatrical productions attendees as 2019 attendees.
• #5 Objective: Increase ticket sales by 15% at the two main Broadway-style musical events
over a period of 12-months.
• #6 Objective: Increase online giving by 12% over a 12-month period.
• #7 Objective: Increase awareness of online reoccurring giving sign ups by 15% over a
period of 12 months.
• #8 Objective: Aim to increase awareness of where the money goes by 10% in the first 5
months.

MEDIA FLOW CHART

THE DESIGN CONCEPT
The Dare to Dream campaign wants to celebrate the
dreamers, the risk takers, the adventures, the care-
takers, the visionaries and all of those that have stepped
out boldly into the future that God has planned
for their lives.
#DareToDream

CAMPAIGN WEBSITE
The site, daretodreamnow.org, will be the
main online hub of the campaign. The
site will be mobile friendly and will
provide different levels of interactivity. In
the site, people will be able to read
stories, watch videos, sign up for groups
and events, and find tools that will help
them in their journey.
Budget: $40,120
Scheduling: July 2019 - June 2020
Funnel: Awareness and Engagement

OUTDOOR ADVERTISING
Digital billboards will be utilized in this
campaign to reach those that commute
and take public transportation to work.
The ads will be simple, yet intriguing.
Part of the goal is to create awareness of
the campaign.
Budget: $87,500
Locations: Glendale, Phoenix,
Scottsdale
Scheduling: July – September

GUERRILLA MARKETING
Hopscoths will be utilized in this
campaign to reach and interact with
those that walk and take public
transportation in heavy trafficked areas.
The hopscotch will be simple, with
encouraging words. Part of the goal is to
create awareness of the campaign.
Budget: $1,000
Locations: Downtown Glendale,
Phoenix and Scottsdale
Scheduling: October - November

T-SHIRT
During the first weekend kick-off event,
specially designed campaign t-shirts will
be distributed out to the first 2,000
people that signs up to join to be a part of
the campaign and to receive campaign
emails. Any reminder t-shirts will be used
for social media contest giveaways.
Budget: $10,000
Scheduling: August

EMAIL MARKETING INTERNAL
Budget: $3,400
Scheduling: July - June every other
week
Funnel: Direct Response
Total Estimated Reach: 50,000
KPIs: Click-through-rates, conversions

FACEBOOK PAID ADS
Budget: $10,000
Scheduling: August 2019 - June 2020
Funnel: Awareness, Engagement,
Direct Response
Total Estimated Reach: 1,900,000
KPIs: Number of entries and total
number of impressions

EVALUATION PLAN
Social Media Analytics
Software
Google Analytics and
Kissmetrics
Brand Awareness
Surveys
Tactics
Facebook Ads
Instagram Ads
YouTube Ads
Facebook Giveaway
Tactics
E-Mail Marketing
Social Media (Facebook,
Instagram)
Event Marketing
Spotify Ads
Tactics
Digital Radio Ads
Billboards
Hopscoth
KPIs
Followers
Impressions
Traffic Data
KPIs
# of Contest Entries
# of Downloads of Mobile App
CTR (click-through-rate)
•Conversion Rate
•CPC (cost-per-click)
•Lead Conversions
•View-Through-Conversions
KPIs
Brand Awareness
Brand Interest
Ad Recall
•

WHAT’S NEXT?
• Discuss and tweak if needed the integrated marketing plan
• Share with internal department leaders and Executive Team
• Plan approval to move forward
• Necessary tweaks from internal feedback
• Communicate with media vendors to align on strategies, creative & purchase media
• Execute creative strategies
• Schedule monthly debrief meetings
• Measure and evaluate plan

Final IMC Power Point campaign presentation for Dream City Church

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