MARKETING IDEAS

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MARKETING IDEAS TO HELP YOUR CONGREGATION
GROW Mark Bernstein, NRG Growth
Consultant mark_at_jpduua.org Valerie Holton,
Marketing Outreach Director, UUA vholton_at_uua.org
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Four Types of Growth

• Numerical
• Attendance, budget, activities, active members.
• The concept of grow or die.
• Maturational
• Ability to challenge, support, and encourage
  members to grow
• in the maturity of their faith, to deepen their
  spiritual roots, and
• to broaden their religious imaginations.
• Organic
• The task of building the community, creating
  organizational
• structures, developing policies and procedures
  and dealing
• with conflict openly and honestly.
• Incarnational
• The ways in which a congregation lives its faith
  in the
• community and, in so doing, makes a difference in
  the world.

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Four Types of Growth
Organic
Maturational
Numerical
Incarnational
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• TODAYS AGENDA
• Strategic Marketing Process
• Advertising Tools
• Mass Marketing and New Media
• Congregational Collaboration
• Marketing Resources

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• 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

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Strategic Marketing Process Question1 What Is
Our Objective?
What are their needs? What do they care about?
Who do you want to serve?
SEGMENTATION TARGETING
MEASURING RESULTS
RESEARCH DISCOVERY
How do you know youve been successful?
COMMUNICATION TACTICS
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COMPETITIVE ANALYSIS
STRATEGY DEVELOPMENT
How are you going to promote?
Who are your competitors?
What are you going to offer?
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A Market Place Audit Who Do You Currently
Serve?
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Strategic Marketing Process Question1 What Is
Our Objective?
What are their needs? What do they care about?
Who do you want to serve?
SEGMENTATION TARGETING
MEASURING RESULTS
RESEARCH DISCOVERY
How do you know youve been successful?
COMMUNICATION TACTICS
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COMPETITIVE ANALYSIS
STRATEGY DEVELOPMENT
How are you going to promote?
Who are your competitors?
What are you going to offer?
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Research Discovery Tools

• Focus Groups
• Interviews
• Mapping Google or Microsoft MapPoint
• Percept Data perceptgroup.com
• Ministry Area Profile UUA price 225 (vs 315)
• Questionnaires
• On-Line
• www.zoomerang.com
• www.surveymonkey.com

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The Uncommon Denomination
The Uncommon Denomination
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Microsoft MapPoint UU Sacramento
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Microsoft MapPoint UU Sacramento
Drive Time 10 minutes Radius 5 miles
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Strategic Marketing Process Question2 How Are
We Going to Promote?
What are their needs? What do they care about?
Who do you want to serve?
SEGMENTATION TARGETING
MEASURING RESULTS
RESEARCH DISCOVERY
How do you know youve been successful?
COMMUNICATION TACTICS
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COMPETITIVE ANALYSIS
STRATEGY DEVELOPMENT
How are you going to promote?
Who are your competitors?
What are you going to offer?
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Communication Tactics
ADVERTISING REACH, FREQUENCY AND TARGET MARKET
WIDE REACH
MASS MEDIA
EXPERIENTIAL, CUSTOMER INTERACTION (social
networks, mobile)
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NARROW REACH NICHE MEDIA INDIVIDUALIZED/CUSTOMIZ
ED
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Creative Materials

• Regional Campaigns
• Newspaper Ads
• GLBT Ads
• Graphics Photos
• Radio Spots
• Banner Ads for websites
  Bumper Stickers

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Creative Materials - Billboards
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Creative Materials GLBT ads
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Creative Materials Print Ads
National Campaign Print Ads Outdoor Banners
Tagline Graphics Bumper Stickers Postcards
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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

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The Uncommon Denomination
The Uncommon Denomination
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UUA Postcards

• 5 ½ by 8 ½
• 20 for 100 postcards back panel for your
  message
• Postage - postcard rate

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Regional Campaign Postcards
Oversized 6 x 11 Postage First Class Rate
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Targeting Your Audience

• 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

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Examples First Milwaukee
5,000 (random) in 1 zip code (tested 2 zips
total)
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Direct Mail Other Suppliers

• Modern Postcard www.modernpostcard.com
• Tribune Direct (subsidiary of Chicago Tribune)
• www.outreach.com 99 for 500

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New Media
Search - Google AdWords
Blogs
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Word of Mouth
Social Networks
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New Media changing the way we market
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Push Marketing versus
Pull Marketing
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Media Used by US Internet Users
2009 200 million US Internet Users, 60 of
population
Source Ketchum and USC Annenburg Strategic
Public Relations Center, Media Myths and
Realities 2008 Media Usage Survey
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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
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Example Ad and Keywords
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Example Search Engine Results
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Example Landing Page
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Measuring Ad Performance

• Other Data Ad Performace
• 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
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GOOGLE Content Ads
GOOGLE CONTENT ADS
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Web 2.0 Social Media

• 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,

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• FACEBOOK
• 175 million users

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Web 2.0 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 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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WOM First Milwaukee
E- POSTCARDS ON THEIR WEBSITE
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Examples First Milwaukee
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Guerrilla Marketing Ideas
Join UUA PR list ser pr-l_at_lists.uua.org E-Newsle
tter 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
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Strategic Marketing Process Question1 What Is
Our Objective?
What are their needs? What do they care about?
Who do you want to serve?
SEGMENTATION TARGETING
MEASURING RESULTS
RESEARCH DISCOVERY
How do you know youve been successful?
COMMUNICATION TACTICS
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COMPETITIVE ANALYSIS
STRATEGY DEVELOPMENT
How are you going to promote?
Who are your competitors?
What are you going to offer?
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Measurement Tools

• Focus Groups
• Interviews- new visitor, exiting members
• Tracking Forms
• Questionnaires
• On-Line
• www.zoomerang.com
• www.surveymonkey.com
• Mystery Worshipper

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The Uncommon Denomination
The Uncommon Denomination
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Regional Marketing Group
Formalize Structure one representative per
congregation Regional Website E-Newsletter Worksh
ops related to hospitality welcoming Area wide
Speakers Forum, Music or Social Action
Projects Hire a Public Relations Consultant Radio
Advertising Produce a show, LifeNow!
Radio Targeted Direct Mail Mystery
Worshipper GLBT events/issues Gay Pride
Activities, Prop 8 Google AdWords
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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
• The Blogging Church, Brian Bailey
• UUA resources
• Marketing uua.org/marketing

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