CITC Brand Positioning Debrief Feb17-FINAL

8/2/2019 CITC Brand Positioning Debrief Feb17-FINAL

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Bringing backBringing back

communitycommunity

Arriving at a powerfulArriving at a powerfulbrand positioning forbrand positioning forChurch in the CityChurch in the City


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Definitions ofMarketingModern sense of the word emerges in 1920s

Marketing is the humanactivity directed at satisfying

human needs and wants throughan exchange process. (Kotler 1980)

The rightproduct, in the

rightplace, at the right

time, and at the rightprice.(Adcock, et al)

A social and managerial process by whichindividuals and groups obtain what they

need and want through creating andexchanging products and values with

others. (Kotler 1991)


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Marketing is easy to doMarketing is easy to dobut tough to dobut tough to do wellwell..


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The job ofa market researcher is

simply to study and understandpeople. After that, marketing is

simple.- Howard Aster


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Needs Need - State of felt deprivation.

Physical, social, psychological

Most basic underlying concept ofmarketing

Want - The form taken by human needs as they areshaped by culture and individual personality.

Demand -Wants backed by buying power.

Understanding the distinction betweenwants and needs is very powerful and

important when trying to understand the target market and develop marketing strategies.


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A Feature is an attributes of the product.

A Benefit is how a product feature positively translates into their lives.

Ask: So what? Why should I care?

Features & Benefits

People buy benefitsPeople buy benefits

not features.not features.


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Features & Benefits Functional benefits:

The tangible benefit the product offers the consumer.

Emotional benefits:

Also called self-expressive benefits

How the product or brand makes me feel and/or what it says about me.

What are the key functional and emotional benefits for the following brands?


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The Challenge

People dont know of the vibrancy thats going on

here. I think we need to get that outside more because

we have a low profile on the street. Its just so alive in

here. But when youre walking across the street, youdont know thats happening inside.


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whatwe did: the strategic need

driving this project

The CITC elder board wishes to develop an

effective brand nameand positioning

statement that epitomizes thevalues ofthe

Church. To do so, the boardwould like to

understand how members ofthe

congregation view the Church and theirpersonal experiences with CITC. Specifically,

theywould like to knowwhat inspires

people to attend CITC, and how to

communicate that message to a broader

audience. To achieve this, a holistic view of

theemotional drivers is required to create

meaningful, relevant platforms that can beleveraged in future brand communications.


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whatwe did: project objectives

The Ultimate Objective: To fully understand the emotional drivers that

inspire people to attend Church in the City. The insights will

help shape the Churchs brand name and positioning for the

future.

This will be achieved by:

Understanding what it means to be a Christian in todays society.Exploring the frustrations, tensions, and issues that arise in theirfaith and life.

Exploring the emotional triggers and barriers to joining aChurch; in particular to understand what experiences or lifetransitions lead individuals to seek out a Church.

Identifying the emotional territory that members associate withCITC; to identify what specifically inspires people to attend CITC.


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Marketing planning process

Analysis Objectives Strategy Planning Execution

Whats going on?How are we doing?

Consumer analysis Customer analysis Competitive analysis

Trial, Awareness Brand Equity

What doessuccess look

like?

Brand VISION

Target Market

Positioning

Which choiceswill best achieve

our objectives? Choosing theMarketing Mix(4 Ps)

Product Price

Promotions Place (distribution)

How much do wespend? on

what? where?

when? Budgeting costs,timing and feasibility

Tactical planning Resource allocation

Making it allhappen!

Executing the plans inthe market Includes

implementation,Design, Ad

development, mediaairing, etc.

Did it work? Were

we successful? Trial, Awareness Brand Equity


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What does our Church stand for?


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our church brand


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our church brand: a source of community in

a big city

Cultural oasis in a big city: For many,

CITC represents a cultural oasis in the big

city of Toronto where the immensity andcoldness can often lead people to feel

spiritually and emotionally disconnected.

People view CITC as a source of community in a big city that

otherwise offers very little


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in their words

Your kid isnt glared at if they

do make a noise and theyre part

of a community. Jesus saidlet

the children come unto me,and

I know how disruptive children

are, and Jesus told the disciples

to back off and let the kids come

sit with him and our church is

being a great example of that.

It is very difficult in a large city tohave the unity, the diversity andthe commitment with church. Its

almost impossible to find the

required Christian ideals andprinciples in a church. And theyservice one specific community

with these goals and theseaims.


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our church brand: connection keeps people

coming back

Cherish the human-side: The traditions at

CITC that facilitate human connection is

what people look forward to and cherish the

most.

Human connections make us strong:

Whether it be praise reports, meaningful

conversations during coffee breaks, or an

overall genuine interest felt from others,

people feel they are valued and part of a

community and as a result keep comingback.

The genuine human connectionpeople feel is what keeps themcoming back


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in their words

This is a church that clearly is

connected to one another and Paul

was not a hierarchical kind of pastor.

He is very much a Sheppard, and

somebody who would listen to you

and hear you out and not a

charismatic, tell you what to think kind

of person. His personality was a big

part of what locked us in here

Ive been to churches before wherethey had a coffee break, butwhere theres just the line-up

and people are just hoping the

service will start again so theydont have to talk to anyone. Buthere its like Ok, people can we

wrap this up? I know you want toget the update. It was just

genuine. Genuine would be a big

word for me. Genuineconnection.

Everything just lined up. I got thesense that everyone was

invested in one another andeveryone knew each other. I

thought this was going to be thebeginning of my Church hopping,

but I didnt go anywhere else,and Ive been here ever since.


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our church brand: diversity symbolizes you

too will be accepted

Diversity viewed with fondness: People

look at the diversity within the church with

great fondness. The diversity represents asign that as a church, we put our money

where our mouth is and our values truly

support the ideals ofgrace and acceptance

in the eyes of God.

Reminder that they are welcome: The

diversity within the church is an ongoingreminder that they are entering a place free

from all forms of discrimination and

prejudice.

The ethnic, cultural and demographic diversity within the church is

a sign to all members that they too will be accepted


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in their words

Its the unity of the church thats so great,because I was really just taken by how

diverse the congregation was, in terms ofage, in terms of ethnic background, in

terms of ability, there are people in theirwheelchairs. This is what the body ofChrist is supposed to look like. This is

everyone, everywhere here. This is a littlerepresentation of the cross-section of

humanity here and in genuinerelationship with each other.


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our church brand: looking for more is what

unifies us

Members often find themselves drawn to

CITC based on their past frustrations

with other churches often stating other

churches are:

Too hierarchical

Lack openness and cultural diversity

Dont facilitate genuine and meaningful

connections

Lack overall warmth and graciousness

Inadvertently treat youth as not part of

the community

Looking for more as the common link:

This becomes a sense of pride and unity

between CITC members as they often share

their fondness for how CITC is different as a

way to connect to others.

How CITC differs from other churches is a source ofpride for the

those that attend it


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in their words

Big hollowed halls, one person every 55 steps, you

have to wave at the person sitting next to you. Its

always been about a group of people working together

in my mind. When I walked through this door, I said

wow, Im going to be here a while. It suited what I

thought a church should be about Unity, community

and togetherness

Having their support (church), justdrew me to church more andmore. It took me away from

stereotypes and I just startedseeing the whole truth about

who God was.

Having been in a big church, we

didnt like the hierarchy, didnt like

the personality, didnt like the

organizational difficulties of

actually plugging in. We had been

intentional about plugging in,

going to a small group, but wedidnt have a connection with the

general church population.


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our church brand: offer for a more balanced

way-of-life

Feeling out-of-sorts: People are coming to

church with all different back-stories. Most

of the time people feel their life is in somestate of disarray where they are not using

their time as they would like, not being as

prudent towards theirChristian values and

generally not being where they want to be.

On-going balance and support: For those

that get involved with extra-curricularprograms, they maintain hope that their life

can be in balance and they are better

equipped to lead the life they want to lead.

The fact that CITC is a way of life and not a weekly event, gives

people hope that their lives as a whole can be in balance.


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in their words

You really get the sense that

Church and your life are

supposed to be one.Not justSunday, its the

connections that happen duringthe week that are so valuable.

Truly the highlight of my fall waschurch on Sunday and womensbible study on Tuesday and justgetting to really be with people

who were really interested inknowing who I was who were so

willing to share themselves too.


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Positioning

Positioning starts with a product. But positioning isnot what you do to a product. Positioning is whatyou do to the mind of the prospect. That is, you

position (place) the product in the mind of the target

market.

- Ries & Trout, Positioning, 1972

Positioning happenswhether you want it to or not.

All brand interactions influence positioning.

The moreeffectively your brand can own a valuableposition in the targets mind, the moreefficient all your

marketing efforts will be.

The place in peoples minds that your brand occupies. The first thing you shoulddo in marketing.


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Ideas and dreams.

Human connection.

Sense of community.

The non-religiousone.

The evangelical one.

The traditional one.

For imperfect people.

?

Positioning: actual position could be anything

A brands Actual Position in the mind of the target could be based in

function, values, emotion, design, executional elements, etc. and it can be

different for different people.


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FOR[Target market and key unmet need]

[ourbrand+product]

is/provides/offers [key emotional end benefit provided]

Because unlike [key competitive frame of reference],[key POD benefit vs. competition]

The target can believe this is true because [factual reason-to-believe

that makes your key point of difference believable to your target]

Positioning Statement framework:


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Target market and key unmet need

ourbrand+product

Key emotional end benefit provided

key competitive frame of reference

key POD benefit vs. competition

Reason-to-believe

that makes your key point ofdifference believable to your target

Forpeoplewho arent into church, who are

looking for a non-institutional way to explore

their faith,

The meeting house provides away to exploreyour faith in a decidedly irreligious way.

Because unlike other more traditional churches,

The meeting house allows you to live out the

vision of real church and explore issues of

importance.

The target can believe this is true because The

meeting house does not have sites in traditional

church locations. There are nine meeting house

locations across Ontario, meeting in rented

movie theatres and meeting locations to live

out this vision ofreal church.



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Target market and key unmet need

ourbrand+product

Key emotional end benefit provided

key competitive frame of reference

key POD benefit vs. competition

Reason-to-believe

that makes your key point ofdifference believable to your target

For people on a spiritual journey from all walks of

life, who are looking for a sense of community in a

big city

Church in the city provides a safe place to explore

your relationshipwith God with compassion and

without judgment , and to experience Gods grace.

Because unlike some churches, CITC is a vibrant faith-

based community that honors Jesus Christ as the

center of our faith and is not simply a place where

people gather for church on Sunday.

The target can believe this is true because we rely on

the authority of the Bible .we follow Jesus, foster

genuine relationships, are actively engaged in urban

ministry, teach from the bible, and offer multiple

opportunities to serve, to connectwith others, and to

growspiritually.


Church in the City


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One brand, multiple touch points.

One church, multiple campuses.A brand is a living entity. and it is

enriched or undermined cumulatively

over time, the product ofa thousand

gestures.

Michael Eisner, CEO Disney


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Our Church Brand

Community

Diversity Connection


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A spirit ofconnection

and

community

Where did community go

CITC Brand Positioning Debrief Feb17-FINAL

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Transcript of CITC Brand Positioning Debrief Feb17-FINAL