GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – vholton@uua
39
SM SM GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – [email protected] Linda Laskowski – [email protected]
-
Upload
leo-wilson -
Category
Documents
-
view
30 -
download
0
description
GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – [email protected] Linda Laskowski – [email protected]. SM. SM. Membership Journey. Point of Entry. INTEREST. PR/Website/ Marketing. EVANGELIZE. Visit. WORSHIP. LEADERSHIP. Greeting. Programming: - PowerPoint PPT Presentation
Transcript of GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – vholton@uua
SM
SM
GROWING YOUR CONGREGATIONMARKETING & MEMBERSHIP
Valerie Holton – [email protected] Laskowski – [email protected]
Membership Journey
SM
INTERESTEVANGELIZE
WORSHIP
FELLOWSHIP
COVENANT
LEADERSHIP
COMMITMENT
Greeting
Visit
2nd Visit3rd Visit
PR/Website/Marketing
Point of Entry
Programming:Worship, RE, Adult Ed
Small Group Ministries
SM
SM
MARKETINGProviding customers with products and
services that they need or want
Marketing is a process for making concrete decisions about what the congregation is going to do, and not do, to achieve its mission
SM
SEGMENTATION&
TARGETING
What are their needs?What do they care about?
Who are your competitors?What are you going to offer?
Who do you want to serve?
MEASURING RESULTS
COMMUNICATIONTACTICS
STRATEGY DEVELOPMENT
RESEARCH &
DISCOVERY
COMPETITIVEANALYSIS
How are you going to promote?
How do you know
you’ve been successful?
Strategic Marketing ProcessQuestion#1 What Is Our Objective?
A Market Place Audit: Who Do You Currently Serve?
SM
SM
Place a plus (+) in the columns to indicate where your congregation does a good job. A minus (-) in the columns where your congregation needs improvement. Questions: What conclusions can you draw? Should your congregation focus on its strengths or weaknesses? Why? Customer Group/ Programs/Services to Meet those needs
Worship - Sunday Service
Sociability Study/ Religious Education
Social Action Pastoral Care Other Programs
Children
Teens
Young Singles and/or Young Adults (18-34)
Young Marrieds
Families with Children
Empty Nesters/Middle Age
Older Singles
Senior Citizens
GLBT Community
Multi- cultural (specify)
Other Special Interest Groups Specify:
SM
SEGMENTATION&
TARGETING
What are their needs?What do they care about?
Who are your competitors?What are you going to offer?
Who do you want to serve?
MEASURING RESULTS
COMMUNICATIONTACTICS
STRATEGY DEVELOPMENT
RESEARCH &
DISCOVERY
COMPETITIVEANALYSIS
How are you going to promote?
How do you know
you’ve been successful?
Strategic Marketing ProcessWhat Is Our Objective?
Research & Discovery Tools
The Uncommon Denomination
SM
SM
1. Focus Groups2. Interviews3. Percept Data: perceptgroup.com
Ministry Area Profile: UUA price: $225 (vs $315)
4. QuestionnairesOn-Line: www.zoomerang.comwww.surveymonkey.com
The Uncommon Denomination
SM
SEGMENTATION&
TARGETING
What are their needs?What do they care about?
Who are your competitors?What are you going to offer?
Who do you want to serve?
MEASURING RESULTS
COMMUNICATIONTACTICS
STRATEGY DEVELOPMENT
RESEARCH &
DISCOVERY
COMPETITIVEANALYSIS
How are you going to promote?
How do you know
you’ve been successful?
Strategic Marketing ProcessHow Are We Going to Promote?
Communications Tactics
The Uncommon Denomination
SM
SM
Direct Mail Marketing• Part of an overall strategy• Cost Effective • Targeting: Mailing List is the most
important part of the process – – 40% of its efficacy
The Uncommon Denomination
UUA Postcards
SM
5 ½ by 8 ½
$20 for 100 postcards –back panel for your message
Postage postcard rate
Oversized 6” x 11” Graphic Files
National Campaign Postcards
Smaller 4” x 6” Graphic Files
New Campaign Postcards
Targeting Your Audience
SM
• Geographically• Demographically: List Brokers• Psychographics/Lifestyles - Claritas• New Homeowners Lists
– http://www.brandnewmovers.com/– http://newhomedata.net/
• Organization/Community – – Subscriber Lists– Sierra Club, Planned Parenthood, CARE, National
Defense Fund, etc.
Direct Mail – Other Suppliers
SM
• Modern Postcard: www.modernpostcard.com• Tribune Direct (subsidiary of Chicago Tribune)
• http://www.directmail.com/geoselector/ • www.outreach.com: $99 for 500
Google Ad Words
Create Ads
Choose Key Words – what people search on to find you
Customer click – you pay per click, not when ad is shown. Set daily and total campaign limit
Can buy by geography
Google Ad Words
Imagine a religion... where people of different beliefs worship as one liberal faith. www.uutba.org
Total Clicks: 1,569Content Network Clicks*: 642Search Result Clicks: 927Click Through Rate: 0.12%Average Cost per Click: $1.01Total Cost: $1,580.94Top Keywords: church – 800 clicksspirituality – 106 clicks
Google Ad Words
* Content Network Clicks refer to clicks where our ad has been posted on a site with a relationship to Google and deemed relevant to our ad and keywords; as opposed to Search Result Clicks, where our ad has come up during a regular Google search.
Unitarian Universalists Find a Tampa Bay area church of caring, open-minded seekers. www.uutba.org
Total Clicks: 961Content Network Clicks*: 33Search Result Clicks: 928Click Through Rate: 1.11%Average Cost per Click: $0.53Total Cost: $506.85Top Keywords: unitarian – 287 clicksunitarian universalist – 177 clicksunitarian church – 176 clicks
Creative Materials
SM
Regional Campaigns– Newspaper Ads– GLBT Ads– Graphics & Photos– Radio Spots– Website Banner Ads– Bumper Stickers– TV spots
Creative Materials - Billboards
Creative Materials – GLBT ads
Creative Materials – TV Ads
Creative Materials – TV Ads
Creative Materials – Print Ads
National CampaignPrint AdsOutdoor Banners Tagline GraphicsBumper StickersPostcards
SM
SEGMENTATION&
TARGETING
What are their needs?What do they care about?
Who are your competitors?What are you going to offer?
Who do you want to serve?
MEASURING RESULTS
COMMUNICATIONTACTICS
STRATEGY DEVELOPMENT
RESEARCH &
DISCOVERY
COMPETITIVEANALYSIS
How are you going to promote?
How do you know
you’ve been successful?
Strategic Marketing ProcessQuestion#1 What Is Our Objective?
SM
SM
Join UUA PR list ser: [email protected] – easy to forward to a friendCreate a Speakers Forum or Music ProgramPublic Relations PlanGuerrilla Advertising
Niche newsletters – Sierra Club, GLBT, Park DistrictNiche websitesArt House Theatres, Performing ArtsCable TVNPR pooled sponsorship buy
Giveaways – auto sun screens, coffee mugs, bumper stickers, Members Bring a Member Campaign:
DVD “Voices of a Liberal Faith”
Guerrilla Marketing Ideas
Measurement Tools
The Uncommon Denomination
SM
SM
1. Focus Groups
2. Interviews – first visit and exit
3. Tracking Forms
4. QuestionnairesOn-Line:
www.zoomerang.com
www.surveymonkey.com
5. Mystery Worshipper
The Uncommon Denomination
SM
SM
Formalize Structure – one representative per congregationRegional Website (ongoing)E-NewsletterWorkshops related to hospitality & welcomingArea wide Speakers Forum, Music or Social Action ProjectsHire a Public Relations ConsultantTargeted Direct MailMystery WorshipperWebsite CritiquesGay Pride ActivitiesGoogle AdWordsBlogs, podcasts
CLUSTER OF CHURCHES -POSSIBLE ACTIVITIES
Regional Marketing Group
Other Resources
SM
Religious Left Gear: www.turn-left.com
www.churchmarketingsucks.com
www.outreach.com
http://www.congregationalresources.org/
Evangelical websites
Marketing for Congregations, By Shawchuck, Kotler, Wrenn, Rath
Purpose Drive Church, Rick Warren
