Establishing a Communication Strategy for Your Church
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Do your church’s communication efforts lead people closer to the Gospel? Or is nothing more than just announcements and prayer requests? Learn the basics of a complete communication strategy that will focus your efforts, personalize your messages, and encourage action from your audience. This session will be an overview of the free 14-week course offered by Concordia Technology Solutions.
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Establishing a Communication Strategy for Your Church
- 1. Establishing a Communication Strategy for Your Church ESTABLISHING A COMMUNICATION STRATEGY FOR YOUR CHURCH
- 2. Establishing a Communication Strategy for Your Church PRESENTER Peter Frank Senior Marketing Manager, Concordia Publishing House peter.frank@cph.org (314) 268-1408 (800) 325-2399 2
- 3. Establishing a Communication Strategy for Your Church INTRODUCTION Missing the mark 3
- 4. Establishing a Communication Strategy for Your Church COMMUNICATOR’S GOAL Communicating the right message to the right audience in the right way. 4
- 5. Establishing a Communication Strategy for Your Church OUTLINE 5 GOALS PERSONAS JOURNEY MESSAGING
- 6. Establishing a Communication Strategy for Your Church INTRODUCTION (CONTINUED) 6 CHANNELS The different mediums used for communication FRAMEWORK The direction each medium sends audiences CAMPAIGNS The combined strategy for communication events
- 7. Establishing a Communication Strategy for Your Church GOALS How can we focus our communication? 7
- 8. Establishing a Communication Strategy for Your Church COMMUNICATION GOALS A goal is a specific, desirable result that has not yet been achieved. Think SMART. Specific, Measurable, Achievable, Relevant, and Timely A process is something that should be a standard operating procedure within your church. 8
- 9. Establishing a Communication Strategy for Your Church GOALS 9 CHURCH GOALS Flows from Great Commission Introduce new ministries Reach specific audiences Change member habits COMMUNICATION GOALS Establishing processes Improving processes Implementing new channels Increasing activities
- 10. Establishing a Communication Strategy for Your Church PERSONAS How can we get to know our church members? 10
- 11. Establishing a Communication Strategy for Your Church PERSONAS Recipient of goal results Fictional representation of audience Shape how you communicate May change your tactics 11
- 12. Establishing a Communication Strategy for Your Church PERSONAS DETERMINATION 12 Every person in your congregation should be able to be easily assigned to a persona. GENERAL The personas should accurately describe how to communicate with those individual members. SPECIFIC
- 13. Establishing a Communication Strategy for Your Church PERSONA PROFILES 13 MILLENNIAL MELODY 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. FORTY-ISH FRED 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. OLDER ADULT ALICE Alice is 72 years old and is just starting to admit she needs assistance with her health. She’s fearful of losing her independence.
- 14. Establishing a Communication Strategy for Your Church JOURNEY MAP How can we get the church members moving? 14
- 15. Establishing a Communication Strategy for Your Church JOURNEY MAP 15 An action on the journey map is a specific activity taken by an individual, not the church. A stage is the location on the journey map where the individual resides after taking an action.
- 16. Establishing a Communication Strategy for Your Church JOURNEY MAP 16 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
- 17. Establishing a Communication Strategy for Your Church MESSAGING How can we focus our message? 17
- 18. Establishing a Communication Strategy for Your Church MESSAGING 18 Message maps show the connection between ministry goals and individual messages. Content mapping provides personal content at individual stages of the journey map.
- 19. Establishing a Communication Strategy for Your Church MESSAGE MAP 19 Mission Statement Goal #1 Goal #2 Goal #3 Goal #4
- 20. Establishing a Communication Strategy for Your Church CONTENT MAPPING 20 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 CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT CONTENT
- 21. Establishing a Communication Strategy for Your Church 21 CHANNELS Where is the right place to share our message?
- 22. Establishing a Communication Strategy for Your Church CHANNELS 22 WEBSITE BLOG EMAIL SOCIAL SEARCH PAID
- 23. Establishing a Communication Strategy for Your Church WEBSITE 23 • Home base of all online communication • Only channel where the church can control the environment • Must be optimized for mobile • Must contain timely, relevant content that focuses on the goals of the viewer
- 24. Establishing a Communication Strategy for Your Church BLOG 24 • Collection of practical, shareable content to achieve ministry goals • Posts can be tailored for specific audiences or specific goals • Provides useful support for all other channels • Must be timely and will be time- consuming
- 25. Establishing a Communication Strategy for Your Church EMAIL 25 • Still one of the most effective communication methods • Often preferred due to its non-immediate nature • Best when personal and optimized for mobile viewing • Should always encourage next step (call-to-action)
- 26. Establishing a Communication Strategy for Your Church SOCIAL 26 Largest available audience. Focus on sharing relevant content. FACEBOOK Quickest growing audience. Focus on sharing photos and experiences. INSTAGRAM Rebounding after struggling to find its purpose. Focus on short, timely notices. TWITTER Professional network with little social side. Focus on connections. LINKEDIN Digital scrapbooking with minimal social element. Focus on creativity. PINTEREST Rising social network popular among youth. Focus on stories. SNAPCHAT
- 27. Establishing a Communication Strategy for Your Church SEARCH 27 • Keeps the focus on the most important channel: your website • Most engaged audience, and is essentially free • Search engine optimization (SEO) is frequently changing • Should lead visitors exactly where they need to go
- 28. Establishing a Communication Strategy for Your Church PAID ADVERTISING 28 FACEBOOK ADS Detailed targeting INSTAGRAM ADS Detailed targeting GOOGLE ADWORDS Paid search • Targets uses based on intent, interests, or identification • Self-managed PPC budgeting • Ideal for drawing in a new, yet targeted, audience • Steep learning curve that requires regular monitoring
- 29. Establishing a Communication Strategy for Your Church FRAMEWORK How do we leverage each channel? 29
- 30. Establishing a Communication Strategy for Your Church FRAMEWORK Emphasizes the journey map Downplays any one channel Gives each channel a purpose Gives each message direction 30
- 31. Establishing a Communication Strategy for Your Church CONTENT FRAMEWORK 31 MEDIA EMPIRE CORRESPONDENCE Blog and emails HOME BASE CONVERSIONS Website OUTPOSTS CONVERSATIONS Social, search, and paid
- 32. Establishing a Communication Strategy for Your Church CAMPAIGNS How can we be consistent and efficient in our communications? 32
- 33. Establishing a Communication Strategy for Your Church CAMPAIGNS Templated tactics for consistency Familiar movement for audience Specific goal for each campaign Unique message by person by stage 33
- 34. Establishing a Communication Strategy for Your Church CAMPAIGN TYPES 34 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 CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN
- 35. Establishing a Communication Strategy for Your Church EXAMPLE CAMPAIGN 35 OUTPOSTS MEDIA EMPIRE HOME BASE WEBSITEBLOG EMAILSEARCH PPC
- 36. Establishing a Communication Strategy for Your Church SUMMARY How do we pull it all together and get others on board? 36
- 37. Establishing a Communication Strategy for Your Church COMMUNICATION PLAN 37 Document your strategy Train your team Stick with it Adjust as you learn
- 38. Establishing a Communication Strategy for Your Church WANT TO LEARN MORE? Free 14-session online training course 38
- 39. Establishing a Communication Strategy for Your Church CHURCH ONLINE COMMUNICATIONS COMPREHENSIVE Each session includes: Training video Blog post Free download 39
- 40. Establishing a Communication Strategy for Your Church CHURCH ONLINE COMMUNICATIONS COMPREHENSIVE 40 1 | Planning Church Online Communications 2 | Setting Church Communication Goals 3 | Determining Your Church Audience 4 | Understanding Your Church Audience 5 | Creating Movement in Your Church Communications 6 | Giving Your Communications Focus 7 | Communicating in the Right Context
- 41. Establishing a Communication Strategy for Your Church CHURCH ONLINE COMMUNICATIONS COMPREHENSIVE 41 8 | Making the Most of Each Communication Channel 9 | Building a Great Website for Church Communications 10 | Establishing a Communication Hub for Your Church 11 | Utilizing Social Media in the Church to the Fullest 12 | Understanding Search Engine Optimization 13 | Saving Time in Your Online Communications 14 | Sharing Excitement about Your Communication Strategy
- 42. Establishing a Communication Strategy for Your Church FREE DOWNLOAD Tracking Your Church’s Communication Footprint 42
- 43. Establishing a Communication Strategy for Your Church CHURCH ONLINE COMMUNICATIONS COMPREHENSIVE Get started at: www.ConcordiaTechnology.org /comprehensive 43
- 44. Establishing a Communication Strategy for Your Church WANT TO LEARN MORE? 44 ConcordiaTechnology.org/Blog
- 45. Establishing a Communication Strategy for Your Church CONTACT Peter Frank peter.frank@cph.org peterfrank235 (314) 268-1408 45