Digital Marketing 101:

Creating a Communications Strategy and Plan in the Digital Age

Emily V Kittrell, Director of Marketing and Communications emily.kittrell@dwtx.org

Laura K McGrew, Communications Manager

laura.mcgrew@dwtx.org Workshop Packet

1. PowerPoint Presentation Slides 2. 5 Steps to Building Your Strategy Question Worksheets 3. Communications Resources Packet 4. “Best Times To Post” Social Media Graphics

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DEFINE TERMSMarketing Strategy: Outlines approaches that prompt people to take action. Focuses on big picture.

Communication Plan: Outlines the tactics by which to create the big picture. Complementary and subservient to marketing strategy.

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2

DEFINE TERMSCommunication Medium: General platform of communication to share information

Communication Channel: Specific account through which a message is communicated to an intended audience

DEFINE TERMSMarketing Strategy: Outlines approaches that prompt people to take action. Focuses on big picture.

Communication Plan: Outlines the tactics by which to create the big picture. Complementary and subservient to marketing strategy.

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3

DEFINE TERMSDigital Marketing / Communications: Transmission of data and information through digital mediums

Print Collateral: Transmission of data and information through print mediums

5 STEPS TO BUILDING YOUR STRATEGY1. Conduct an Audit2. Build Audience

Personas3. Create Mission

Statements

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5 STEPS TO BUILDING YOUR STRATEGY4. Find Inspiration5. Make a Plan &

Editorial Calendar

CONDUCT AN AUDITQ. Which communication mediums do you currently use?Q. What is working and not working?Q. Who do we think / know is connecting with us on our channels?Q. Which channels does our audience use?Q. How do we compare to our peers?

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BUILD AUDIENCE PERSONASAudience Personas are models that describes your typical / target customer or user, including age, life-stage, language, job, income, interests, etc.

The

Episcopal Diocesesof West Texas

3. Website Info & Organization

https://rkdstudio.gitbook.io/episcopal-dicosese-of-west-texas/

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6

BUILD AUDIENCE PERSONASQ. What is a realistic description of a person representing our target audience?Q. What are the pain points / goals related to what we offer? How does what we offer help them?

CREATE MISSION STATEMENTSMission Statements are a one sentence declarations to help focus on specific goal for each communication medium.

Q: How will each communication channel be used and for what purpose?

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FIND INSPIRATIONQ. Which other churches, nonprofits, businesses, etc. are exceptional at communications?Q. Who do you enjoy receiving communications from?Q. What do they do that compels you to engage?

MAKE A PLAN & EDITORIAL CALENDAR• Content Management System• Posting Schedule and Content Mix• Editorial Process

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BASECAMP

HOOTSUITE

CONSTANT CONTACT

MARKETING STRATEGY GRID WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020

TYPES OF CONTENT

VOICE / TONE

COMMUNICATION MEDIUM

CHANNEL 1

CHANNEL 2

CHANNEL 3

CHANNEL 4

CHANNEL 5

Church Events

DWTX Events

Bishop Anmts Resources Spiritual

FormationNews

CoverageNat’lNews

Welcoming Relevant Positive Spiritual Clear, Informative Moderate Inclusive

Website Blog Email Social Media

Print In-Person Photo

SmugmugCouncilLOGOSFacebook

Instagram Comm. Mtgs

Clergy Retrt

Trainings

Twitter

LinkedIn

Weekly ENews

Bishops Anmts

Press Releases

Topicbox

DWTX

Council Blog

DWTX

Vimeo

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9

TIERED COMMUNICATIONS PLAN WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020

CHANNEL à

CONTENT TYPE TIER

Email: ENews Email: PR Email: Bp

Anmts Web: BlogWeb:

CalendarPrint:

Collateral

Church Events

Bps Letter

Job Posting

1

2

2

Q & A5 mins

DEVELOPING A STRATEGY: AUDIT WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020

WHICH MEDIUMS DO WE CURRENTLY USE?

WHAT IS WORKING? WHAT IS NOT?

WHO IS CONNECTING WITH US ON OUR PLATFORMS?

WHICH NETWORKS DOES OUR AUDIENCE USE?

HOW DO WE COMPARE TO “COMPETITORS”?

DEVELOPING A STRATEGY: AUDIENCE PERSONAS WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020

CHURCH OR PROGRAM:

PERSONA NAME:

AGE:

LIFE STAGE:

LOCATION:

LANGUAGE:

JOB TITLE:

AVERAGE INCOME:

BUYING BEHAVIOR:

INTERESTS & VALUES:

DEVELOPING A STRATEGY: AUDIENCE PERSONAS WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020

PAIN POINT GOAL RELATED TO SERVICE

SOLUTION: HOW DOES OUR SERVICE HELP?

DEVELOPING A STRATEGY: MISSION STATEMENTS WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020

CHANNEL 1:

MISSION STATEMENT:

CHANNEL 2:

MISSION STATEMENT:

CHANNEL 3:

MISSION STATEMENT:

CHANNEL 4:

MISSION STATEMENT:

CHANNEL 5:

MISSION STATEMENT:

DEVELOPING A STRATEGY: INSPIRATIONS WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020

CHURCH OR PROGRAM:

WHAT OTHER BUSINESSES, NONPROFITS, CHURCHES ARE EXCEPTIONAL ON SOCIAL MEDIA?

WHAT SETS THEM APART?

WHAT DO THEY DO THAT COMPELS YOU TO ENGAGE?

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DEVELOPING A STRATEGY: CONTENT MIX AND CALENDAR WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020

CHURCH OR PROGRAM:

CONTENT MIX:

PERCENTAGE CONTENT TYPE EXAMPLE

POTENTIAL POSTING SCHEDULE:

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