MARKETING THE NEXT LEVEL

Transcription

1 MARKETING THE NEXT LEVEL

2 GOALS Review branding Marketing audit Review audience Taking it to the next level Create brand promise Social Media breakout

3 Launch Mission Fulfillment Identity & Organization ORGANIZATIONAL LIFE CYCLE 5 Primary Life Stages of a non-profit organization within the Catholic Church Growth & Expansion *The Watershed Moment* Sustainability Re-Envision Stagnation Innovation Decline

4 Welcoming Authentically Catholic Informative Family, compassionate, encouraging, shelter, healing, humility, genuine Trustworthy, orthodox, in union w/bishops, Eucharistic, catechetical Clarity, a resource, a destination, responsive to culture Ne ph Pro hig Co of the Local Evangelizing Hub for the community, grateful, stable, enduring Planting seeds, hopeful, popular w/both sexes, engaging, joyful, practical, challenging, open to growth BRANDING REVIEW T b c U W DO YOUR EFFORTS REFLECT YOUR BRAND?

5 DESIRED TARGET AUDIENCE Target Audience Men & women Catholic Poorly catechized Searchers Wounded Married, working, 35-65, kids/grandkids Attend Mass most Sundays, marginally involved in parish Confused, lukewarm, cafeteria, steeped in secular culture Seek community, need real world answers Lacking hope, feel alone, overwhelmed

6 2011 CARA Study AVERAGE PARISH 1167 households = 3000 adults/per parish Disengaged Faithful = adults Engaged Faithful = adults Potentially Faithful = 600 adults Church-at-Large =

7 LISTENING AUDIENCE Core listeners 5% of the Church & 80% of audience Occasional listeners 20% of the Church & 20% of audience Not likely to listen at all

8 BRAND PROMISE Examples of great brand promises Authentic athletic performance Fun family entertainment Inspire moments of optimism and uplift Think different

9 OVERALL There s an assumption that your content is all that is needed to engage your audience. To take your marketing to the next level, you must go beyond what you think your listeners should have and really find out what they want and need. What makes you relevant to their lives beyond learning about their faith? They can get that from a book, or a podcast, or a YouTube video. Why should they come to you? Serve them in a way that speaks to them. Become their friend that really gets them. Become indispensable to their lives.

10 TAKING IT TO THE NEXT LEVEL AND HOW TO GET THERE

11 THE DIFFERENCE Most radio stations Main goal is to make $$. Practical application = Focus on super-serving the audience already listening to them in the hopes of attracting more listeners like them. Catholic radio Main goal is evangelization. Practical application = keeping existing listeners while attracting new listeners with the intent to evangelize

12 I m pretty average STEP ONE Begin to think like the audience you want to attract. Guess what I m thinking

13 THE SWEET SPOT Church & God Listeners Sweet Spot

14 STEP TWO Plan opportunities will come up that you want to take advantage of, but plan the majority of your marketing strategy and tactics.

15 STEP THREE: DISCERNMENT PROCESS Define the goal(s) Run the idea through your marketing checklist Define success Plan for implementation Analyze the effort

16 MARKETING CHECKLIST Does it help us achieve a larger marketing or other goal? Does it fit our brand? Is it relevant to our target audience? Can we implement it properly? Can it be promoted/used in multiple platforms?

17 Lead generation Audience engagement Attract new listeners Specific action Solidify brand Sign up for list or provide info Engage with social, ask question on a show Parish talks, billboards, anywhere you talk to people who aren t listening to you now Download a podcast, become a grassroots marketer Anything that helps listeners/potential listeners get to know you better TYPICAL MARKETING GOALS WHY IMPLEMENT A MARKETING TACTIC?

18 STEP FOUR Always work to grow your audience never assume that because you build it your audience come. Or that they will stay just because you are there.

19 Goal 1 Goal 2 Goal3 Goal 4 Goal 5 Goal 6 Internalize brand promise across the apostolate Track metrics & gather audience feedback Implement consistent planning and approach to marketing Implement marketing that focuses on your desired target audience Develop process of discernment and prioritize Create & implement a strategic marketing plan STRATEGIC MARKETING GOALS WHAT DO YOU WANT TO ACCOMPLISH?