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GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – vholton@uua

GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – vholton@uua.org Linda Laskowski – llaskowski12@comcast.net. SM. SM. Membership Journey. Point of Entry. INTEREST. PR/Website/ Marketing. EVANGELIZE. Visit. WORSHIP. LEADERSHIP. Greeting. Programming:

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GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – vholton@uua

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  1. GROWING YOUR CONGREGATION MARKETING & MEMBERSHIP Valerie Holton – vholton@uua.org Linda Laskowski – llaskowski12@comcast.net SM SM

  2. Membership Journey Point of Entry INTEREST PR/Website/ Marketing EVANGELIZE Visit WORSHIP LEADERSHIP Greeting Programming: Worship, RE, Adult Ed FELLOWSHIP SM 2nd Visit 3rd Visit COMMITMENT COVENANT Small Group Ministries

  3. 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

  4. Strategic Marketing Process Question#1 What Is Our Objective? Who do you want to serve? What are their needs? What do they care about? SEGMENTATION & TARGETING MEASURING RESULTS RESEARCH & DISCOVERY How do you know you’ve been successful? COMMUNICATION TACTICS COMPETITIVE ANALYSIS SM STRATEGY DEVELOPMENT How are you going to promote? Who are your competitors? What are you going to offer?

  5. A Market Place Audit: Who Do You Currently Serve? SM SM

  6. Strategic Marketing Process What Is Our Objective? Who do you want to serve? What are their needs? What do they care about? SEGMENTATION & TARGETING MEASURING RESULTS RESEARCH & DISCOVERY How do you know you’ve been successful? COMMUNICATION TACTICS COMPETITIVE ANALYSIS SM STRATEGY DEVELOPMENT How are you going to promote? Who are your competitors? What are you going to offer?

  7. Research & Discovery Tools • Focus Groups • Interviews • Percept Data: perceptgroup.com Ministry Area Profile: UUA price: $225 (vs $315) • Questionnaires On-Line: www.zoomerang.com www.surveymonkey.com SM The Uncommon Denomination The Uncommon Denomination SM

  8. Strategic Marketing Process How Are We Going to Promote? Who do you want to serve? What are their needs? What do they care about? SEGMENTATION & TARGETING MEASURING RESULTS RESEARCH & DISCOVERY How do you know you’ve been successful? COMMUNICATION TACTICS COMPETITIVE ANALYSIS SM STRATEGY DEVELOPMENT How are you going to promote? Who are your competitors? What are you going to offer?

  9. Communications Tactics 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 SM The Uncommon Denomination The Uncommon Denomination SM

  10. UUA Postcards 5 ½ by 8 ½ $20 for 100 postcards –back panel for your message Postage postcard rate SM

  11. National Campaign Postcards Oversized 6” x 11” Graphic Files

  12. New Campaign Postcards Smaller 4” x 6” Graphic Files

  13. Targeting Your Audience • 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. SM

  14. 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

  15. 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

  16. Google Ad Words

  17. Google Ad Words • Unitarian UniversalistsFind a Tampa Bay area church of caring, open-minded seekers. www.uutba.org • 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 Imagine a religion... where people of different beliefs worship as one liberal faith. 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 • * 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.

  18. Creative Materials Regional Campaigns • Newspaper Ads • GLBT Ads • Graphics & Photos • Radio Spots • Website Banner Ads • Bumper Stickers • TV spots SM

  19. Creative Materials - Billboards

  20. Creative Materials – GLBT ads

  21. Creative Materials – TV Ads

  22. Creative Materials – TV Ads

  23. Creative Materials – Print Ads • National Campaign • Print Ads • Outdoor Banners • Tagline Graphics • Bumper Stickers • Postcards

  24. Strategic Marketing Process Question#1 What Is Our Objective? Who do you want to serve? What are their needs? What do they care about? SEGMENTATION & TARGETING MEASURING RESULTS RESEARCH & DISCOVERY How do you know you’ve been successful? COMMUNICATION TACTICS COMPETITIVE ANALYSIS SM STRATEGY DEVELOPMENT How are you going to promote? Who are your competitors? What are you going to offer?

  25. 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 • 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 SM

  26. Measurement Tools • Focus Groups • Interviews – first visit and exit • Tracking Forms • Questionnaires On-Line: www.zoomerang.com www.surveymonkey.com • Mystery Worshipper SM The Uncommon Denomination The Uncommon Denomination SM

  27. 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 • Hire a Public Relations Consultant • Targeted Direct Mail • Mystery Worshipper • Website Critiques • Gay Pride Activities • Google AdWords • Blogs, podcasts SM SM

  28. 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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