GROWING YOUR CONGREGATION MARKETING MEMBERSHIP Valerie Holton vholtonuua
GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – vholton@uua. org Linda Laskowski – llaskowski 12@comcast. net SM SM
Membership Journey Point of Entry EVANGELIZE PR/Website/ Marketing INTEREST Visit WORSHIP LEADERSHIP Programming: Worship, RE, Adult Ed Greeting SM FELLOWSHIP COMMITMENT Small Group Ministries COVENANT 2 nd Visit 3 rd Visit
MARKETING Providing 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 SM
Strategic Marketing Process Question#1 What Is Our Objective? What are their needs? What do they care about? Who do you want to serve? MEASURING RESULTS How do you know you’ve been successful? SEGMENTATION & TARGETING RESEARCH & DISCOVERY SM COMMUNICATION TACTICS How are you going to promote? COMPETITIVE ANALYSIS STRATEGY DEVELOPMENT What are you going to offer? Who are your competitors?
A Market Place Audit: Who Do You Currently Serve? SM SM
Strategic Marketing Process What Is Our Objective? What are their needs? What do they care about? Who do you want to serve? MEASURING RESULTS How do you know you’ve been successful? SEGMENTATION & TARGETING RESEARCH & DISCOVERY SM COMMUNICATION TACTICS How are you going to promote? COMPETITIVE ANALYSIS STRATEGY DEVELOPMENT What are you going to offer? Who are your competitors?
Research & Discovery Tools 1. Focus Groups 2. Interviews 3. Percept Data: perceptgroup. com Ministry Area Profile: UUA price: $225 (vs $315) SM 4. Questionnaires On-Line: www. zoomerang. com www. surveymonkey. com The Uncommon Denomination SM
Strategic Marketing Process How Are We Going to Promote? What are their needs? What do they care about? Who do you want to serve? MEASURING RESULTS How do you know you’ve been successful? SEGMENTATION & TARGETING RESEARCH & DISCOVERY SM COMMUNICATION TACTICS How are you going to promote? COMPETITIVE ANALYSIS STRATEGY DEVELOPMENT What are you going to offer? Who are your competitors?
Communications Tactics Direct Mail Marketing • • • Part of an overall strategy Cost Effective Targeting: Mailing List is the most important part of the process – – SM 40% of its efficacy The Uncommon Denomination SM
UUA Postcards 5 ½ by 8 ½ $20 for 100 postcards –back panel for your message Postage postcard rate SM
National Campaign Postcards Oversized 6” x 11” Graphic Files
New Campaign Postcards Smaller 4” x 6” Graphic Files
Targeting Your Audience • • Geographically Demographically: List Brokers Psychographics/Lifestyles - Claritas New Homeowners Lists – http: //www. brandnewmovers. com/ – http: //newhomedata. net/ SM • Organization/Community – – Subscriber Lists – Sierra Club, Planned Parenthood, CARE, National Defense Fund, etc.
Direct Mail – Other Suppliers • Modern Postcard: www. modernpostcard. com • Tribune Direct (subsidiary of Chicago Tribune) • http: //www. directmail. com/geoselector/ • www. outreach. com: $99 for 500 SM
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
Google Ad Words Imagine a religion. . . where people of different beliefs worship as one liberal faith. www. uutba. org Unitarian Universalists Find a Tampa Bay area church of caring, open-minded seekers. www. uutba. org Total Clicks: 1, 569 Content Network Clicks*: 642 Search Result Clicks: 927 Click Through Rate: 0. 12% Average Cost per Click: $1. 01 Total Cost: $1, 580. 94 Top Keywords: church – 800 clicks spirituality – 106 clicks Total Clicks: 961 Content Network Clicks*: 33 Search Result Clicks: 928 Click Through Rate: 1. 11% Average Cost per Click: $0. 53 Total Cost: $506. 85 Top Keywords: unitarian – 287 clicks unitarian universalist – 177 clicks unitarian church – 176 clicks * 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.
Creative Materials Regional Campaigns – Newspaper Ads – GLBT Ads – Graphics & Photos – Radio Spots – Website Banner Ads – Bumper Stickers – TV spots SM
Creative Materials - Billboards
Creative Materials – GLBT ads
Creative Materials – TV Ads
Creative Materials – TV Ads
Creative Materials – Print Ads National Campaign Print Ads Outdoor Banners Tagline Graphics Bumper Stickers Postcards
Strategic Marketing Process Question#1 What Is Our Objective? What are their needs? What do they care about? Who do you want to serve? MEASURING RESULTS How do you know you’ve been successful? SEGMENTATION & TARGETING RESEARCH & DISCOVERY SM COMMUNICATION TACTICS How are you going to promote? COMPETITIVE ANALYSIS STRATEGY DEVELOPMENT What are you going to offer? Who are your competitors?
Guerrilla Marketing Ideas §Join UUA PR list ser: pr-l@lists. uua. org §E-Newsletter – easy to forward to a friend §Create a Speakers Forum or Music Program §Public Relations Plan §Guerrilla Advertising §Niche newsletters – Sierra Club, GLBT, Park District §Niche websites §Art House Theatres, Performing Arts SM §Cable TV §NPR pooled sponsorship buy §Giveaways – auto sun screens, coffee mugs, bumper stickers, §Members Bring a Member Campaign: §DVD “Voices of a Liberal Faith” SM
Measurement Tools 1. 2. 3. 4. Focus Groups Interviews – first visit and exit Tracking Forms Questionnaires SM On-Line: www. zoomerang. com www. surveymonkey. com 5. Mystery Worshipper The Uncommon Denomination SM
Regional Marketing Group CLUSTER OF CHURCHES -POSSIBLE ACTIVITIES §Formalize Structure – one representative per congregation §Regional Website (ongoing) §E-Newsletter §Workshops related to hospitality & welcoming §Area wide Speakers Forum, Music or Social Action Projects SM §Hire a Public Relations Consultant §Targeted Direct Mail §Mystery Worshipper §Website Critiques §Gay Pride Activities §Google Ad. Words §Blogs, podcasts SM
Other Resources § 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 SM
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