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MARKETING IDEAS TO HELP
YOUR CONGREGATION GROW
Valerie Holton, Marketing Outreach Consultant, [email protected]
Kathy Porter, Director of Membership and DevelopmentFirst Unitarian Society of Milwaukee
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TODAY’S AGENDA• Strategic Marketing Process• Advertising Tools
– Mass Marketing and New Media
• Guerrilla Marketing Tools – Congregational Collaboration
• Case Study– First Unitarian Society of Milwaukee
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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
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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?
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Place a plus (+) in the columns to indicate where y our congregation does a good job. A minus (-) in th e 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:
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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?
Research & Discovery Tools
The Uncommon Denomination
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1. Focus Groups2. Interviews3. Mapping
Maptitude, Microsoft MapPoint, Google
4. Percept Data: perceptgroup.comMinistry Area Profile: UUA price: $225 (vs $315)
5. QuestionnairesOn-Line: www.zoomerang.comwww.surveymonkey.com
The Uncommon Denomination
Microsoft MapPoint – First Milwaukee
Microsoft MapPoint – First Milwaukee
15 mile radius; Green = 15 minute drive time; Blue = 10 minute drive time
Microsoft MapPoint – First Milwaukee
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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#2 How Are We Going to Promote?
Communication Tactics
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ADVERTISING: REACH, FREQUENCY AND TARGET MARKET
WIDE REACH
NARROW REACH NICHE MEDIA –INDIVIDUALIZED/CUSTOMIZED
MASS MEDIA
EXPERIENTIAL, CUSTOMER
INTERACTION(social networks,
mobile)
Creative Materials
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Regional Campaigns– Newspaper Ads– GLBT Ads– Graphics & Photos– Radio Spots– Banner Ads for websites
Bumper Stickers
Creative Materials - Billboards
Creative Materials – GLBT ads
Creative Materials – Movie Theatre ads
Creative Materials – Print Ads
National CampaignPrint AdsOutdoor Banners Tagline GraphicsBumper StickersPostcards
The Uncommon Denomination
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Direct Mail Marketing• Part of an overall strategy• Cost Effective but not inexpensive• Enters the home and is acted upon • Targeting: Mailing List is the most
important part of the process-– 40% of the efficacy
• UUA has PDF on “how to guide”
The Uncommon Denomination
Communications Tactics
UUA Postcards
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5 ½” by 8 ½”$20 for 100 postcards –back panel for your
messagePostage - postcard rate
Oversized 6” x 11”Postage –First Class Rate
Regional Campaign Postcards
Targeting Your Audience
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• Geographically• Demographically: List Brokers• Psychographics/Lifestyles• New Homeowners Lists
– http://www.brandnewmovers.com/– http://newhomedata.net/
• Special Communities –– GLBT Subscriber Lists– Public Radio & TV subscribers– Sierra Club
New Media
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New Media – changing the way we market
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Push Marketing versus Pull Marketing
2009 –200 million US Internet Users, 60% of population
6%Mobile Media
7%RSS News Feed
7%Podcasts
9%Company-sponsored E-mail Blasts
11%Videocasts
18%Consumer Magazines
18%National Newspapers
24%Blogs
26%Social Networking Sites
30%Advice from co-workers
31%Cable TV News Websites
31%Talk Radio
42%E-mail Newsletter
47%Advice from family/friends
49%Cable Network News
59%Search Engines
62%Local TV News
63%Local Newspapers
65%Major Network TV News
2008 % of Internet UsersMedia Type
Media Used by US Internet Users
Source: Ketchum and USC Annenburg Strategic Public Relations Center, “Media Myths and Realities: 2008 Media Usage Survey”
Google Ad Words
Create Ads based on topic
Choose Key Words – what people search on to find you
Customer click – you pay per click, not when ad is s hown. Set daily and total campaign limit
Can buy by geography
“Landing Page” important – content must be ad specifi c
Example Ad and Keywords
Example Search Engine Results
Example Landing Page
Measuring Ad PerformanceOther Data – Ad Performance
The data used for measuring ad performance consists of the following:
• % served per keyword search vs. other ads in group
• Number of clicks per ad
• Number of Impressions per ad
• Click-through-rate (CTR) or % yield of clicks to impressions
• Total cost
Example Data
$161.770.50%58,80129328.6%Total: Text ads on search
$111.400.13%146,57119771.4%Total: Text ads on content network
$129.340.23%99,28323448.3%Gay Welcoming Church
We stand for marriage equality
A faith that reaches out to BGLT
www.UUA.org
$143.830.24%106,08925651.7%A Gay Friendly Church?
Choose a spiritual path that
embraces the freedom to marry
www.UUA.org
CostCTRImpressionsClicks% ServedAd
GOOGLE CONTENT ADSGOOGLE Content Ads
Social Media
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– Social Networks –• people coming together on-line• many have shared interests• 2008 – 79.5 million U.S.; 41% of internet users• Becoming a significant way to get product &
service referrals and information• Self-organizing, organic• “user generated content” UGC
– Facebook, Yelp, MySpace
FACEBOOK200 million users
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Social Media
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BLOGS – a website maintained by an individual with regular entries of commentary
Consider:• Is your blog personal, professional, organizational• Who is the blog for? Members? Teens? Visitors?• Consider sidebar categories for topics • RSS feed or e-mail subscription (FeedBlitz, Feedburner)
Resources:• technorati.com – blog directory. Enter search term, get list of
blogs 2,645 for Unitarian• blogger.com; blogspot.com; wordpress.org; typepad.com• Twitter – mini-blog 140 characters• UUA blog pages!
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Join UUA PR list ser: [email protected]
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
Cable TV
NPR pooled sponsorship buy
Door Knob Hangers – First UU Rochester
Giveaways – auto sun screens, coffee mugs, bumper stickers,
Members Bring a Member Campaign:
DVD “Voices of a Liberal Faith”
Guerrilla Marketing Ideas – Collaborate!
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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?
Measurement Tools
The Uncommon Denomination
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1. Focus Groups2. Interviews- new visitor, exiting
members3. Tracking Forms4. Questionnaires
On-Line: www.zoomerang.comwww.surveymonkey.com
5. Mystery Worshipper
The Uncommon Denomination
Case Study – First Milwaukee
First Unitarian Society of Milwaukee � Est. 1842
A growing downtown congregation – currently 761 members
• Why did First Church increase marketing?• What are the objectives?• Who did we target?• Examples of First Church marketing efforts• Results• Marketing with a small budget
Case Study – First Milwaukee
Microsoft MapPoint – First Milwaukee
NORTH OF 94 – CONGREGATION MEMBERS
E- POSTCARDS ON WEBSITE
Examples – First Milwaukee
Examples – First Milwaukee
E-POSTCARDS
Examples – First Milwaukee
E-POSTCARDS
5,000 (random) per postcard in 1 zip code
Direct Mail – First Milwaukee
5,000 (random) per postcard in 1 zip code
Direct Mail – First Milwaukee
Rush Flyerswww.rushflyers.com
Postcards:5 X 7 full color, UV coated on one side
�5,000 $190 + P & H
TCM Mail Company, Milwaukee, WI
�Data list rental for 5,000 addresses $325�Sort addresses for non-profit, inkjet printing, and
delivery to post office $255�Postage (first class, non-profit) $425
Total cost for 5,000 postcard mailing about $1,200
Direct Mail – First Milwaukee
Examples – First Milwaukee
PRINT ADS
Examples – First Milwaukee
PRINT ADS
Examples – First Milwaukee
PRINT ADS
Examples – First Milwaukee
OUTDOOR BANNERS
Examples – First Milwaukee
OUTDOOR BANNERS
Examples – First Milwaukee
ONLINE ADS
Examples – First Milwaukee
ONLINE ADS – Banner ad OnMilwaukee.com
Examples – First Milwaukee
WINDOW POSTERS
Examples – First Milwaukee
Prairie Home Companion Playbill
Examples – First Milwaukee
Neighborhood Association Annual Guide
Examples – First MilwaukeeOTHER MEDIA:
•Religion page or calendar of local newspapers
•Yellow Pages
•Theater playbills
•Public radio underwriting
•Press Releases
•Neighborhood Association business guide
•Flyers on local bulletin boards e.g. coffee shops
(UUs drink a lot of coffee!)
Examples – First MilwaukeeMarketing Summary – 2007-2008
•Redesign website with e-postcards & podcast
•New signs in Coffee Hour
•15,000 postcards mailed to 5,000 residents
•3 outdoor banners
•6 print ads
•5 Window posters
•Weekly service info in Sat. newspaper religion page
•Yellow Pages
•2-month public radio campaign
•12-week internet ad campaign
Examples – First MilwaukeeMarketing Summary – 2008-2009
•15,000 postcards mailed to 5,000 residents
•3 outdoor banners
•8 print ads
•10 Window posters
•4 posters on foam core
•Weekly service info in Sat. newspaper religion page
•Yellow Pages (partial year)
•15-week internet campaign
Attendance – First Milwaukee
First Unitarian Society of Milwaukee2008-2009 Average Attendance Comparison
with 2004-05, 2006-07, and 2007-08
300
315
330
345
360
375
390
405
420
435
450
465
480
495
510
525
540
555
570
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39
Church Week
Atte
ndan
ce
08-09 Avg 07-08 Avg 06-07 Avg 04-05 Avg
Start of 6-part sermon series
Thank you!