12 Steps to Developing a12 Steps to Developing aMedia StrategyMedia Strategy

Eric W. RamseyEric W. Ramsey

North American Mission North American Mission Board, SBCBoard, SBC

eramsey@NAMB.neteramsey@NAMB.net

WHAT IS MEDIA?WHAT IS MEDIA?

Media are Media are vehiclesvehicles that that transporttransport a a messagemessage..

List some forms of List some forms of media…media…

TelevisionTelevision RadioRadio NewspaperNewspaper Web PageWeb Page Direct MailDirect Mail BrochuresBrochures Audio TapesAudio Tapes

List some forms of List some forms of Media...Media...

Video RecordingsVideo Recordings MusicMusic PreachingPreaching NewsletterNewsletter SignsSigns E-mailE-mail FaxFax Power PointPower Point

DisplaysDisplays BooksBooks Order of WorshipOrder of Worship Word of MouthWord of Mouth TelephoneTelephone DramaDrama Special EventsSpecial Events SigningSigning

List some forms of List some forms of media...media...

NoveltiesNovelties CardsCards Personal LettersPersonal Letters Prayer ListsPrayer Lists DécorDécor Facial ExpressionFacial Expression Body LanguageBody Language ArtArt

DemonstrationsDemonstrations Prayer VigilsPrayer Vigils Worship ServicesWorship Services ConcertsConcerts CarnivalsCarnivals FestivalsFestivals Craft ShowsCraft Shows Missions FairsMissions Fairs

Common mistakes...Common mistakes...

Doing it because it worked Doing it because it worked somewhere elsesomewhere else

Targeting a “medium,” not an Targeting a “medium,” not an “audience”“audience”

Carelessness (USE SPELL CHECK!)Carelessness (USE SPELL CHECK!) A “shotgun” approachA “shotgun” approach Doing what YOU likeDoing what YOU like Use of Christian rhetoricUse of Christian rhetoric

Common mistakes...Common mistakes...

Highlighting “what we don’t do” Highlighting “what we don’t do” instead of highlighting “what we do”instead of highlighting “what we do”

Promoting a program instead of Promoting a program instead of highlighting a benefithighlighting a benefit

Not taking advantage of the calendarNot taking advantage of the calendar Promising what you can’t deliverPromising what you can’t deliver Relying on a single mediumRelying on a single medium

Common mistakes...Common mistakes...

USING MEDIA USING MEDIA WITHOUT A STRATEGYWITHOUT A STRATEGY

1. Research Your 1. Research Your CommunityCommunity

DemographicsDemographics PsychographicsPsychographics Primary ResearchPrimary Research Local Media ProfessionalsLocal Media Professionals Public RecordsPublic Records

2. Define Your Audience2. Define Your Audience

According to:According to:• Core ValuesCore Values• Purpose StatementPurpose Statement• Vision StatementVision Statement• CommunityCommunity• God’s LeadershipGod’s Leadership

3. Identify Community 3. Identify Community NeedsNeeds

PsychographicsPsychographics SurveysSurveys Local Advertising that is WorkingLocal Advertising that is Working Relationships in the CommunityRelationships in the Community Civic OrganizationsCivic Organizations Others …___________________Others …___________________

4. Identify Your Strengths4. Identify Your Strengths

What are you doing well?What are you doing well? NOT what you hope to do wellNOT what you hope to do well What human resources are What human resources are

available?available? What is God doing?What is God doing?

5. Compare Community 5. Compare Community Needs to Needs to Benefits You Can ProvideBenefits You Can Provide

Where do the “needs list” and the Where do the “needs list” and the “strengths list” intersect?“strengths list” intersect?

Chose ONE Benefit Chose ONE Benefit

Remember, “Benefits sell, programs Remember, “Benefits sell, programs don’t”don’t”

6. Compose a Message6. Compose a Message

Based on the “one benefit,” create Based on the “one benefit,” create a message.a message.• ShortShort• SimpleSimple• Narrowly focusedNarrowly focused• Positive Positive

6. Identify Mediums 6. Identify Mediums

What specific mediums will best What specific mediums will best target your audience?target your audience?

What specific mediums will find What specific mediums will find your audience?your audience?

Plan to use more than one medium.Plan to use more than one medium. Identify mediums that will fit a Identify mediums that will fit a

realistic budget.realistic budget.

7. Produce Media7. Produce Media

Use ProfessionalsUse Professionals Connect each medium with a Connect each medium with a

common design.common design. Relate each medium to another.Relate each medium to another. Be sure the design connects with Be sure the design connects with

the target audience.the target audience. Be sure the design reflects your Be sure the design reflects your

core values.core values.

7. Produce Media7. Produce Media

Remember, a medium Remember, a medium will shape a message -- will shape a message -- positively positively or or negativelynegatively..

8. Test It!8. Test It!

Focus GroupsFocus Groups• Assemble a group of people who fit Assemble a group of people who fit

your target group.your target group.• Allow them to experience the media.Allow them to experience the media.• Allow them to respond to the media.Allow them to respond to the media.

Allow current “customers” to Allow current “customers” to respond.respond.

9. Assemble a Media 9. Assemble a Media CalendarCalendar

Take special events into considerationTake special events into consideration Usually first and third quarters are less Usually first and third quarters are less

expensive in commercial advertising.expensive in commercial advertising. Consider a “heavy on, then off” approach.Consider a “heavy on, then off” approach. Use multiple mediums at the same time.Use multiple mediums at the same time. Calendar at least one quarter at a time -- Calendar at least one quarter at a time --

a year if you can.a year if you can.

10. Launch the Strategy10. Launch the Strategy

If you are using commercial media, If you are using commercial media, never settle for “rate card.”never settle for “rate card.”

Contracting commercial Contracting commercial advertising for more than a month advertising for more than a month at a time will save you money.at a time will save you money.

Have a tracking system in place.Have a tracking system in place.

11. Track and Evaluate 11. Track and Evaluate ResultsResults

““How did you hear about us?” cardHow did you hear about us?” card Don’t expect BIG results immediately.Don’t expect BIG results immediately. Look for patterns.Look for patterns. Track according to:Track according to:

• MediumMedium• DemographicsDemographics• TimeTime• Event Event

12. Adjust Strategy12. Adjust Strategy

NEVER stop evaluating and NEVER stop evaluating and adjusting strategyadjusting strategy

BUT, don’t be too quick to abandon BUT, don’t be too quick to abandon a strategya strategy

ALWAYS be on the lookout for what ALWAYS be on the lookout for what God is doing and join Him.God is doing and join Him.