MARKETING IDEAS TO HELP YOUR CONGREGATION GROW › ... › 0906_marketing_ideas.pdfMARKETING IDEAS TO HELP YOUR CONGREGATION GROW Valerie Holton, Marketing Outreach Consultant, UUA

MARKETING IDEAS TO HELP

YOUR CONGREGATION GROW

Valerie Holton, Marketing Outreach Consultant, [email protected]

[email protected]

Kathy Porter, Director of Membership and DevelopmentFirst Unitarian Society of Milwaukee

[email protected]

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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




MEASURING RESULTS



RESEARCH &

DISCOVERY

COMPETITIVEANALYSIS


How do you know



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


Microsoft MapPoint – First Milwaukee


15 mile radius; Green = 15 minute drive time; Blue = 10 minute drive time


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SEGMENTATION&

TARGETING




MEASURING RESULTS



RESEARCH &

DISCOVERY

COMPETITIVEANALYSIS


How do you know


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


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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”


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




MEASURING RESULTS



RESEARCH &

DISCOVERY

COMPETITIVEANALYSIS


How do you know



Measurement Tools


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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


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


NORTH OF 94 – CONGREGATION MEMBERS

E- POSTCARDS ON WEBSITE

Examples – First Milwaukee


E-POSTCARDS


E-POSTCARDS

5,000 (random) per postcard in 1 zip code

Direct Mail – First Milwaukee

5,000 (random) per postcard in 1 zip code


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



PRINT ADS


PRINT ADS


PRINT ADS


OUTDOOR BANNERS


OUTDOOR BANNERS


ONLINE ADS


ONLINE ADS – Banner ad OnMilwaukee.com


WINDOW POSTERS


Prairie Home Companion Playbill


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!

Documents

MARKETING IDEAS TO HELP YOUR CONGREGATION GROW › ... › 0906_marketing_ideas.pdfMARKETING IDEAS TO HELP YOUR CONGREGATION GROW Valerie Holton, Marketing Outreach Consultant, UUA