MARKETING IDEAS TO HELP YOUR CONGREGATION GROW

Transcription

1 MARKETING IDEAS TO HELP YOUR CONGREGATION GROW Valerie Holton, Marketing Outreach Consultant, UUA Kathy Porter, Director of Membership and Development First Unitarian Society of Milwaukee

2 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 SM SM

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? MEASURING RESULTS SEGMENTATION & TARGETING What are their needs? What do they care about? RESEARCH & DISCOVERY How do you know you ve been successful? COMMUNICATION TACTICS How are you going to promote? STRATEGY DEVELOPMENT COMPETITIVE ANALYSIS SM What are you going to offer? Who are your competitors?

5 A Market Place Audit: Who Do You Currently Serve? Place a plus (+) in the columns to indicate where your congregation does a good job. A minus (-) in the 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 Children Worship/ Sunday Service Sociability Study/ Religious Education Social Action Pastoral Care Other Programs Teens Young Singles and/or Young Adults (18-34) Young Marrieds SM Families with Children Empty Nesters/Middle Age Older Singles Senior Citizens GLBT Community Multi- cultural (specify) Other Special Interest Groups Specify: SM

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

7 Research & Discovery Tools 1. Focus Groups 2. Interviews 3. Mapping Maptitude, Microsoft MapPoint, Google 4. Percept Data: perceptgroup.com Ministry Area Profile: UUA price: $225 (vs $315) 5. Questionnaires On-Line: The Uncommon Denomination SM SM

8 Microsoft MapPoint First Milwaukee

9 Microsoft MapPoint First Milwaukee 15 mile radius; Green = 15 minute drive time; Blue = 10 minute drive time

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16 Strategic Marketing Process Question#2 How Are We Going to Promote? Who do you want to serve? MEASURING RESULTS SEGMENTATION & TARGETING What are their needs? What do they care about? RESEARCH & DISCOVERY How do you know you ve been successful? COMMUNICATION TACTICS How are you going to promote? STRATEGY DEVELOPMENT COMPETITIVE ANALYSIS SM What are you going to offer? Who are your competitors?

17 Communication Tactics ADVERTISING: REACH, FREQUENCY AND TARGET MARKET WIDE REACH MASS MEDIA EXPERIENTIAL, CUSTOMER INTERACTION SM (social networks, mobile) NARROW REACH NICHE MEDIA SM INDIVIDUALIZED/CUSTOMIZED

18 Creative Materials Regional Campaigns Newspaper Ads GLBT Ads Graphics & Photos Radio Spots Banner Ads for websites Bumper Stickers SM

19 Creative Materials - Billboards

20 Creative Materials GLBT ads

21 Creative Materials Movie Theatre ads

22 Creative Materials Print Ads National Campaign Print Ads Outdoor Banners Tagline Graphics Bumper Stickers Postcards

23 Communications Tactics 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 SM The Uncommon Denomination SM

24 UUA Postcards 5 ½ by 8 ½ $20 for 100 postcards back panel for your message Postage - postcard rate SM

25 Regional Campaign Postcards Oversized 6 x 11 Postage First Class Rate

26 Targeting Your Audience Geographically Demographically: List Brokers Psychographics/Lifestyles New Homeowners Lists Special Communities GLBT Subscriber Lists Public Radio & TV subscribers Sierra Club SM

27 New Media SM

28 New Media changing the way we market SM Push Marketing versus Pull Marketing

29 Media Used by US Internet Users Media Type Major Network TV News Local Newspapers 2008 % of Internet Users 65% 63% million US Internet Users, 60% of population Local TV News Search Engines Cable Network News Advice from family/friends Newsletter Talk Radio Cable TV News Websites Advice from co-workers Social Networking Sites Blogs National Newspapers Consumer Magazines Videocasts Company-sponsored Blasts Podcasts RSS News Feed Mobile Media 62% 59% 49% 47% 42% 31% 31% 30% 26% 24% 18% 18% 11% 9% 7% 7% 6% Source: Ketchum and USC Annenburg Strategic Public Relations Center, Media Myths and Realities: 2008 Media Usage Survey

30 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 shown. Set daily and total campaign limit Can buy by geography Landing Page important content must be ad specific

31 Example Ad and Keywords

32 Example Search Engine Results

33 Example Landing Page

34 Measuring Ad Performance Other 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 Ad % Served Clicks Impressions CTR Cost A Gay Friendly Church? Choose a spiritual path that embraces the freedom to marry % , % $ Gay Welcoming Church We stand for marriage equality A faith that reaches out to BGLT % , % $ Total: Text ads on content network 71.4% , % $ Total: Text ads on search 28.6% , % $161.77

35 GOOGLE Content Ads GOOGLE CONTENT ADS

36 Social Media Social Networks people coming together on-line many have shared interests 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 SM

37 FACEBOOK 200 million users

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40 Social Media 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 subscription (FeedBlitz, Feedburner) SM 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!

41 Guerrilla Marketing Ideas Collaborate! Join UUA PR list ser: 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 SM SM

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

43 Measurement Tools 1. Focus Groups 2. Interviews- new visitor, exiting members 3. Tracking Forms 4. Questionnaires On-Line: Mystery Worshipper SM The Uncommon Denomination SM

44 Case Study First Milwaukee First Unitarian Society of Milwaukee Est A growing downtown congregation currently 761 members

45 Case Study First Milwaukee 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

46 Microsoft MapPoint First Milwaukee NORTH OF 94 CONGREGATION MEMBERS

47 Examples First Milwaukee E- POSTCARDS ON WEBSITE

48 Examples First Milwaukee E-POSTCARDS

49 Examples First Milwaukee E-POSTCARDS

50 Direct Mail First Milwaukee 5,000 (random) per postcard in 1 zip code

51 Direct Mail First Milwaukee 5,000 (random) per postcard in 1 zip code

52 Direct Mail First Milwaukee Rush Flyers 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

53 Examples First Milwaukee PRINT ADS

54 Examples First Milwaukee PRINT ADS

55 Examples First Milwaukee PRINT ADS

56 Examples First Milwaukee OUTDOOR BANNERS

57 Examples First Milwaukee OUTDOOR BANNERS

58 Examples First Milwaukee ONLINE ADS

59 Examples First Milwaukee ONLINE ADS Banner ad OnMilwaukee.com

60 Examples First Milwaukee WINDOW POSTERS

61 Examples First Milwaukee Prairie Home Companion Playbill

62 Examples First Milwaukee Neighborhood Association Annual Guide

63 Examples First Milwaukee OTHER 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!)

64 Examples First Milwaukee Marketing Summary 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

65 Examples First Milwaukee Marketing Summary ,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

66 Attendance First Milwaukee First Unitarian Society of Milwaukee Average Attendance Comparison with , , and Attendance Start of 6-part sermon series Church Week Avg Avg Avg Avg

67 Thank you!