THE EPISCOPAL CHURCH EPISCOPAL DIGITAL NETWORK 2012 MARKETING

THE EPISCOPAL CHURCH EPISCOPAL DIGITAL NETWORK 2012 MARKETING PLAN Jake Dell Office of Communication Draft as of January 11, 2012

Episcopal Digital Network Brand Vision • Develop an ad-supported media network focused on delivering news, information and branded entertainment to church leaders, members, and general audiences so that each of the network’s properties become required reading or viewing in their respective categories Business Objective • Achieve a target RPM of $0. 70 2

EDN: 2012 Key Brand Initiatives BUSINESS DEVELOPMENT Develop name recognition for the Episcopal Digital Network (EDN) brand among endemic and national advertisers AUDIENCE Develop audience for EDN media properties PARTNERSHIPS Cultivate and win partnerships with Christian publishers INNOVATION Develop new advertising programs 3

BUSINESS OBJECTIVES KEY SUCCESS FACTORS IMPLICATIONS § Develop EDN brand name recognition among advertisers • Develop 4 -6 prospect mailings (email or post) • Attend 4 -6 presence opportunities § Exceed budgeted revenue goal by 100% § Develop audience for EDN media properties • Develop and deploy SEO and paid strategies • Develop and execute video advertising campaigns § Add 10, 000 uniques per quarter for each new media property (STW, Wayfarer); 10% growth for established properties § Increase page views by 10% per quarter for all properties § 250 new names per quarter for each new media property; 1. 5% growth per quarter for established properties • Build e-mail list subscriptions § Cultivate and win publisher partnerships • Publisher site visits § Sell two network sponsorships 4

2012 Media Kit and Editorial Calendar Mailing Program Description Define value of network to advertisers Business Objective(s) It Supports Develop EDN brand name recognition among advertisers Target Audience Endemic (church) and national category marketers and advertisers Program Details § Direct Marketing: Flat mail to prospect and client list § Earned Media / PR: Press release to EC-Talk and Newsline § Social Media: Twitter plug from @EDigi. Net Program Metrics § None Timing § 1/26: Flat mail drop date § 1/26: Press release § 1/26: Social Media plugs 5

Wayfarer Launch / Kivalina Issue Program Description Generate buzz and drive traffic to Wayfarer microsite and app downloads Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Environmental and socially conscious consumers with spiritual / liberal Christian overlay Program Details § Advertising: Paid keyword search, video trailers promoted through Yu. Me § Earned Media / PR: Press release to EC-Talk and Newsline § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @episcopal_news Program Metrics § Number of page views on wayfarerstories. com and app downloads Timing § 2/1: wayfarerstories. com launch § 2/1: Wayfarer app available for download from Apple Store § 2/1: Press release § 2/1: Social media plugs § 2/1 – 2/29: Paid search and pre-roll (with companion advertising) campaign flights 6

Sermons That Work Launch Program Description Generate buzz and drive traffic to Sermons That Work microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Preachers and church leaders, both clergy and lay Program Details § Advertising: Paid keyword search § Earned Media / PR: Press release to EC-Talk, Newsline, HOB, HOD, Congregation List § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @episcopal_news Program Metrics § Number of page views on sermonsthatwork-rcl. com and e-mail sign-ups Timing § 2/22: sermonsthatwork-rcl. com launch § 2/22: Press release § 2/22: Social media plugs § 2/22 – 3/21: Paid search campaign flight 7

ENS Feature: Human Trafficking in the U. S. Program Description Generate buzz around featured content and drive traffic to ENS microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Environmental and socially conscious Christian consumers Program Details § Advertising: Paid keyword search § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @episcopal_news Program Metrics § Number of page views on episcopalnewsservice. com and email sign-ups Timing § 2/27: Story posted § 2/27: Social Media plugs § 2/27 – 3/12: Human Trafficking in the U. S. paid search campaign flight 8

ENS Feature: Post-denominational Christianity in China Program Description Generate buzz around featured content and drive traffic to ENS microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Human-rights minded and socially conscious Christian consumers Program Details § Advertising: Paid keyword search § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @episcopal_news Program Metrics § Number of page views on episcopalnewsservice. com and email sign-ups Timing § 3/5: Story posted § 3/5: Social media plugs § 3/5 – 3/19: Paid search campaign flight 9

Consortium of Endowed Episcopal Parishes Conference Program Description Educate CEEP constituents on Episcopal Digital Network’s new media economy, “from everyone to everyone” Business Objective(s) It Supports Develop EDN brand name recognition among advertisers Target Audience Clergy and staff from leading Episcopal congregations Program Details § Direct Marketing: 4 weeks free preferred job or event promotion coupon § Presence: Attend conference § Thought Leadership: Present at conference Program Metrics § Coupon redemption Timing § 3/7 – 3/10: Attend conference, Charlotte, N. C. § 6/30: Coupon redemption period expires 10

Episcopal Communicators Conference Program Description Educate Episcopal Communicators on Episcopal Digital Network’s new media economy, “from everyone to everyone” Business Objective(s) It Supports Develop EDN brand name recognition among advertisers Target Audience Diocesan and parish communications staff Program Details § Direct Marketing: 4 weeks free preferred job or event promotion coupon § Presence: Attend conference § Thought Leadership: Present at conference Program Metrics § Coupon redemption Timing § 3/20 – 3/23: Attend conference, Kanuga, N. C. § 7/13: Coupon redemption period expires 11

Wayfarer: Bluestone Farm Issue Program Description Generate buzz and drive traffic to Wayfarer microsite and app downloads Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Environmental and socially conscious consumers with spiritual / liberal Christian overlay Program Details § Advertising: Paid keyword search, video trailers promoted through Yu. Me § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @Wayfarer. Stories Program Metrics § Number of page views on wayfarerstories. com and app downloads Timing § 4/1: Bluestone Farm Issue store date § 4/1: Social media plugs § 4/1 – 4/30: Paid search and pre-roll (with companion advertising) campaign flights 12

STW Special Report: Vacation Bible Schools That Work Program Description Generate buzz around featured content and drive traffic to Sermons That Work microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Preachers and church leaders, both clergy and lay Program Details § Advertising: Paid keyword search § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @Sermons. That. Work Program Metrics § Number of page views on sermonsthatwork-rcl. com and e-mail sign-ups Timing § 5/7: Story posted § 5/7: Social media plugs § 5/7 – 6/4: Paid search campaign flight 13

ENS Feature: Clergy A-List Program Description Generate buzz around featured content and drive traffic to ENS microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Clergy and lay-leaders, 360 degree Episcopalians Program Details § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @episcopal_news Program Metrics § Number of page views on episcopalnewsservice. com and email sign-ups Timing § 6/4: Story posted § 6/4: Social media plugs 14

General Convention Media Hub Launch Program Description Generate buzz and drive traffic to media hub microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Clergy and lay-leaders, 360 degree Episcopalians Program Details § Direct Marketing: Congregation email list (Neva) § Earned Media / PR: Press release to EC-Talk, Newsline, HOB, HOD, Congregation List § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @episcopal_news Program Metrics § Number of page views on episcopalnewsservice. com Timing § 6/25: Hub launch § 6/25: Press release § 6/25 – 7/25: Paid search campaign flight 15

General Convention Program Description Educate delegates and attendees on Episcopal Digital Network’s new media economy, “from everyone to everyone” Business Objective(s) It Supports § Develop EDN brand name recognition among advertisers § Develop audience for EDN media properties Target Audience Bishops, lay and clergy deputies of the Episcopal Church Program Details § Direct Marketing: 4 weeks free preferred job or event promotion coupon § Presence: Exhibitor’s booth Program Metrics § Coupon redemption Timing § 7/5 – 7/12: Attend General Convention, Indianapolis, Ind. § 10/31: Coupon redemption period expires 16

ENS Feature: 350 th Anniversary of the 1662 Book of Common Prayer Program Description Generate buzz around featured content and drive traffic to ENS microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Anglophiles and literati; Secondary: Clergy and lay-leaders, 360 degree Episcopalians Program Details § Advertising: Paid search § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @episcopal_news Program Metrics § Number of page views on episcopalnewsservice. com and email sign-ups Timing § 7/31: Story posted § 7/31: Social media plugs § 7/31 – 8/31: Paid search campaign flight 17

STW Special Report: Newcomers and Converts Program Description Generate buzz around featured content and drive traffic to Sermons That Work microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Preachers and church leaders, both clergy and lay Program Details § Advertising: Paid keyword search § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @Sermons. That. Work Program Metrics § Number of page views on sermonsthatwork-rcl. com and e-mail sign-ups Timing § 9/4: Story posted § 9/4: Social media plugs § 9/4 – 10/4: Paid search campaign flight 18

Targeted Email Advertising Program Launch Program Description Offer paid messaging opportunities to advertisers via network-owned e-mail lists Business Objective(s) It Supports Develop EDN brand name recognition among advertisers Target Audience Endemic (church) and national category marketers and advertisers Program Details § Direct Marketing: Flat mail to prospect and client list with updated rate card and coupon for discount on initial purchase § Earned Media / PR: Press release to EC-Talk and Newsline; Publisher’s Weekly § Social Media: Twitter mention from @EDigi. Net Program Metrics § Coupon redemption Timing § 9/6: Flat mail drop date § 9/6: Social media plug § 9/6: Press release § 11/30: Coupon redemption period expires 19

STW Special Report: 100 Leading Congregations Program Description Generate buzz around featured content and drive traffic to Sermons That Work microsite Business Objective(s) It Supports Develop audience for EDN media properties Target Audience Preachers and church leaders, both clergy and lay Program Details § Advertising: Paid keyword search § Social Media: Facebook and Twitter mentions from @iamepiscopalian and @Sermons. That. Work Program Metrics § Number of page views on sermonsthatwork-rcl. com and e-mail sign-ups Timing § 10/29: Story posted § 10/29: Social media mentions § 10/29 – 11/29: Paid search campaign flight 20

2012 Year-Ender and 2013 Preview Program Description Re-state value of network to advertisers through 2012 accomplishments, preview 2013 Business Objective(s) It Supports Develop EDN brand name recognition among advertisers Target Audience Endemic (church) and national category marketers and advertisers Program Details § Direct Marketing: Flat mail to prospect and client list § Social Media: Twitter mention from @EDigi. Net Program Metrics § None Timing § 12/6: Flat mail drop date § 12/6: Social media plug 21