Presentation on theme: "Jake Dell Office of Communication May 9, 2012. Some questions to get started 2 Is outreach a marketing process? Is hospitality a marketing process? Is."— Presentation transcript:
Some questions to get started 2 Is outreach a marketing process? Is hospitality a marketing process? Is ushering / greeting a marketing process? Is preaching a marketing process? Is maintaining the parish website, Facebook page, or twitter account a marketing process? Is advertising your Sunday schedule a marketing process? Will marketing your church cost money?
Goals for these sessions 3 To explain why a parish would want to market itself To explain how a parish can market itself
By the end of this session, you should be able to: 4 Give a simple explanation of why a church should market itself Identify the five basic elements of a marketing plan and give an example of each
What I won’t cover: 5 Branding and creative development How to write ad copy How to do social media
Getting started 6 Parish vision (long-term, length of rectorate) Parish business objective (annual) Key parish initiatives (annual) Key success factors (tied to annual initiatives) Lead time: 6-8 months
St. Swithin’s Episcopal Church Parish Vision Develop member-supported community programming focused on presenting the teachings of Jesus Christ to community leaders, young people (18-35), mothers of young children and the members of St. Swithin’s so that each of our program offerings become “must-haves” or “must-participate” in their respective categories Parish Business Objective Achieve a target ASA of 525 7
PARTNERSHIPS BUSINESS DEVELOPMENT St. Swithin’s: 2012 Key Brand Initiatives INNOVATION Develop constituency for each of St. Swithin’s programs Cultivate partnerships civic leaders, local government, business Develop new programming to reach young people (18-35) and mothers of young children CONSTITUENCY Develop name recognition for St. Swithin’s among endemic category and general populations 8
The 5 elements of your marketing plan 9 Paid advertising Publicity and PR Thought leadership Presence opportunities Awards / Recognition
Paid advertising: Paying to get your message out via someone else 10 Church directory (local paper or online) Yellow pages (print or online) Other print advertising Paid search traffic (Google) Facebook Radio, TV, out of home (i.e. billboards) Sponsorships (booster clubs, scouting troops, concerts, plays, yearbooks, BBBs, CVBs) in exchange for your branding on display And don’t forget your website! Goal: to build “brand” awareness, to build your marketing list (names and contact info)
Publicity and PR: Getting your message out “organically” 11 Earned media Check editorial calendars for local papers, bloggers Cultivate relationships with local reporters, bloggers Press Releases Piggy-back on other people’s fame Seek mentions, plugs or endorsements from local businesspeople, politicians, celebrities, sports figures (high school QB, homecoming queen, minor league baseball, etc.) Seek mentions, plugs or endorsements from members of your own congregation! Special Events: Hold tag sales, car washes, concerts, fairs, etc. Word-of-mouth (WOM) Goal: To build “brand” awareness, to build your marketing list (names and contact info)
Thought Leadership: Demonstrating the value of what you know 12 Sermons (re-purposed as tweets, Facebook posts, blog) How To / Lessons Learned from Service projects Mission trips Youth group planning HVAC installation, building restoration, accessibility Distribute via: pamphlets, white papers, blog posts, sermon re-prints, email lists, books Goal: to develop your church’s “marketing list” (names, contact info)
Presence Opportunities: Showing up where your prospects are 13 Conferences and events Concerts and festivals (Coachella, Burning Man, SWSX, etc.) High school homecoming game, car washes, local sports, community theater Community celebrations (July 4 th, Christmas Tree lighting) Speaking opportunities (local clubs, prayer breakfasts) Goal: to build “brand” awareness, to build your marketing list (names and contact info) Tip: Here’s a great calendar site: http://www.zapaday.com/home/http://www.zapaday.com/home/
Awards: Taking credit when credit is due 14 Preaching / sermon competitions Best service project Best choir, choral production, etc. Best youth programming Fundraising / donation challenges Creativity awards Goal: to showcase the quality of your programming, generate publicity, build your brand, build your church’s marketing list Tip: if you can’t find a competition for one of your programs, start one, and invite other churches or groups to compete
Developing your plan 15 Marketing opportunity calendar Advertising Publicity and PR Thought Leadership Presence Opportunities Awards / Recognition Marketing activation calendar (same 5) Finalize your plan Create your budget Lead time: 3-6 months
Execution 16 Follow your activation calendar Book event space or guest speakers well in advance Purchase advertising and sponsorships early Develop creative briefs for campaigns Cultivate reporters and bloggers for story placement
Talkback 17 What are the five basic elements of a marketing plan? Can you give one example for each element that you’d like to try in your own ministry?
Contact 18 (The Rev.) Jake Dell Manager, Digital Marketing and Advertising Sales Office of Communication Domestic and Foreign Missionary Society of the Protestant Episcopal Church email@example.com (212) 716-6264 Twitter: @jakedell73 and @EDNTweets Blog: http://preachingscarf.blogspot.com/http://preachingscarf.blogspot.com/
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