1. Experience HIStory Campaign
For 16th Street Baptist Church

2. Executive Summary
• Sixteenth Street Baptist Church is an active church
in its community
• The church has a Tour Ministry that oversees all
the tours of the church during the weekdays.
• The church sits in the heart of the Civil Rights
District in Birmingham and is right across the street
from the Civil Rights Institute and Kelly Ingram
Park, the site of many marches in the 1960s.

3. Current State
• Listed as a tourist attraction
• Needs an effective communication strategy
• Needs to engage in 2-way communication with it’s
visitors and reach untapped market with its
message
• Social media efforts will heighten fellowship, even
among congregation

4. Why brand the HIStory project
via social media?

5. Creative Samples
www.PresentationPro.com

6. Target Audience
• Listed as a tourist attraction
• Needs an effective communication strategy
• Needs to engage in 2-way communication with it’s
visitors and reach untapped market with its
message
• Social media efforts will heighten fellowship, even
among congregation

7. Media Flowchart

8. Media Schedule
MONTH
JULY
AUGUST
TASK
Begin to enhance FB page
with custom tabs, cover
photos; Launch pastor’s
Twitter; enhance pastor’s
Linked
Write press release for 50th
anniv. and pitch to media
Recruit e-newsletter “staff”
to get stories
Facebook
Newspaper (Al.com print and
online)
Promote 50th anniv
Twitter
JANUARY
Church bulletins; face to face
tours; website; radio; Facebook,
Twitter, LinkedIn
Newspaper; online
Push engagement on social
media
Facebook, Twitter, church
bulletin
Push congregation and
visitors to social media
Facebook, Twitter, church
bulletin
Live Tweeting day of
Commemoration
Newspaper/online; Facebook,
Twitter, church bulletins, tours
Twitter
Post photos day of
Commemoration
Interviews for Pastor Price
Launch 1st quarterly enewsletter; develop editorial
calendar
FEBRUARY
Promote ministries
Promote Black History
month and church tours
Facebook, Twitter, church
bulletins, tours
MARCH
Promote annual Multiracial Good Friday service;
invite media
Newspaper; online, Facebook,
Twitter
APRIL
Promote church
anniversary; write press
releases; contact media
Newspaper, Facebook, Twitter
Instagram
Radio, tv,
Institute New Social Media
Ministry – recruit members;
create social media posting
schedule and ministry
assignments
OCTOBER
Facebook, Twitter
Offer social media training
to congregation
Facebook, Twitter, LinkedIn
Follow up with media
Promote MLK Day
Launch pastor’s new blog;
promote blog, create
editorial calendar; write
press release
LinkedIn
Promote Social Media
campaign
SEPTEMBER
Christmas
MEDIUM
2nd quarterly e-newsletter
Facebook, Twitter
MAY
Facebook, Twitter
DECEMBER
Engage audience for
Facebook, Twitter
Facebook, Twitter
Push Youth Day; Father’s
Day and engage church and
online audience
Facebook, Twitter
IMC Strategic Plan
Engage audience for
Thanksgiving; promote
adopt a family
IMC Strategic Plan
NOVEMBER
Promote Mother’s Day
JUNE
Develop social media
strategy with team members
8
Budget
Free media – Social media, newspaper and online article coverage, website, blog
E-newsletter – Constant contact cost $180 - $360 (depending on contacts)

9. Buyer Persona
•
•
•
•
•
•
•
•
Meet Renee
44 year old, married mother of 2 boys, 8 and 10.
Lives in the Birmingham, AL
Teaches 8th grade English in the city school
system.
Makes approximately $48,000 as a school teacher.
She is committed to a healthy lifestyle of
exercising and providing healthy meals for her
family.
Her hobbies include reading and bowling with
friend.
Active in her community and volunteers at a local
mission serving meals with her sorority sisters of
Delta Sigma Theta.

10. SWOT Analysis
•
•
•
•
•
Enormous name recognition
Position in the market as historic edifice
Usefulness & contribution to Birmingham & AL
Continued church growth
National Historic Landmark status

11. Target Marketing
• Identifying Target Market
• Identifying the Church’s strengths and using them
to move the campaign further
• Focusing on why we are using social media for this
campaign
• Tell the Story – Share the Story

12. Smart Goals
• Promote campaign via church bulletin and audio/
visual ministry
• Promote campaign during weekly tours
• Promote campaign via weekly church
announcements
• Encourage visitors and members to “Like” FB page
and follow Pastor on Twitter
• Poll congregation on social media habits

13. Budget