This presentation was created specifically for leaders in ministry. The information shared may be applied to other business platforms.

2. What is Marketing
 Marketing is all about branding – Think about your church as a
business. What is the “business” of your church
 Greater Allen Cathedral mission… “Expanding the Kingdom by
Transforming Lives” How do we tell that story through marketing
 What is your brand?
 What members and others see about your ministry
 Marketing is all about “how” - How to tell your story effectively
 Marketing is a process that takes time
 It can involve hours of research for a marketing plan to be
effective
 Your church is marketing/communicating daily

3. Marketing refers to the process of by which
your ministry is introduced to people

4. Marketing is Not Advertising
 People often confuse marketing with advertising
 Advertising is the description or presentation of your
ministry
 Advertising is a single component of the marketing
process
 Advertising is responsible for getting the word out
about your ministry
 Ad placement
 Radio, TV, Newspaper, Direct Mail, Internet

5. Intentional Marketing
 “Make sure you market for ministry and not just a
specific element of your ministry.
 When the church doors are closed you are still
marketing your ministry
 Website, social media pages, signage, etc.,
 Stay relevant and consistent with your message
 Promote a ministry event, bible study, etc., maintain
focus on the overall brand (Church/Pastor)

6. Why Strategic Planning
 Dr. John Zietlow, professor of strategic management
at Mount Vernon Nazarene College and author of the
book Financial Planning for the Nonprofit
Organizations, stated that the planning processes are
what drive the focus and implementation of a ministry.
 It is necessary to have specific goals for any activity to
measure ministry effectiveness in addition to thinking
strategically for long-term success.
 “The strategy is the glue that holds it all together,
strategy gives clarity in direction and is helpful for
organizations to operate effectively” (Zietlow 2001).


7. Marketing Strategy
 Every church should have a marketing strategy
 A marketing strategy allows ministries to market
effectively
 Marketing strategy helps you develop a promotional
strategy
 Help you understand how to connect with your
members

8. Strategic Imperatives:
 List ministry goals for the year
 Special events, Conferences, Concerts, Outreach projects
 Identify target audience for each goal. Where does
your audience spend most of its time online
 Facebook, Twitter, YouTube Foursquare
 Develop strategic plan
 How will your ministry go about achieving its goals
 Have a plan in place for both the expected and
unexpected.
 Example: If you know membership giving decreases in the
summer months, a strategic plan will outline how you will
increase revenue or decrease expenses to meet the
financial needs during a season of decrease

9. Strategic Tactics
 Once you’ve done the following:
 Identify goals
 How to achieve goals
 Know target audience
 Develop & Implement marketing tactics
 Campaigns put in place to achieve goals and reach your
audience

10. Promoting Your Ministry
 Word of mouth
 Online
 Website
 Social Media
 E-Marketing
 Mass Media
 Print
 Radio
 TV

11. Social Media Growth
 According to Nielsen’s 2012 State of the Media: The Social Media
Report
 Since the emergence of the first social media network two decades
ago, Social media has continued to evolve and offers consumers
around the world, new and meaningful ways to connect. Social
networking is a global phenomenon
 Social TV is on the rise: As of June 2012, 33% of Twitter users had
actively tweeted about TV-related content. Some 44 percent of U.S.
Tablet owners and 38 percent of U.S. smartphone owners use their
devices daily to access social media while watching television
 Example: Consider live streaming of worship service -- Incorporate
interactive technology that allows viewers to participate in the worship
experience online via Twitter and Facebook. Connect with your viewers
and make them truly feel part of the worship experience. Others will join
the “conversation” and actually help share your message with their
network.
 This strategy allows churches to bring awareness to their ministry and
enable “online disciples” to help you spread the Gospel of Jesus Christ.

12. Social Media
 Facebook: 1.15 billion users
 YouTube: 1 billion users, 4 million views per day
 Twitter: 500 million users (200 million active)
 Skype: 300 million users
 Gmail: 425 million users
 Instagram: 130 million users
 LinkedIn: 238 million users
 Pinterest: 70 million users
 Foursquare: 33 million users
Stats by Digital Marketing Ramblings/Digital Marketing Stats

13. Social Media Marketing
 Social Media should be included in your marketing
strategy. One of the key elements of social media is
building relationships with people. Engage your
followers daily!
 Social networks such as Facebook, Twitter and
Instagram are great places to start
 Identify and implement creative ways to interact
with your members and increase awareness to your
ministry
 Engage in conversation – Avoid “spam” posts
 Example: The only time your followers hear from you is
when you have an event to promote

14. Social Media Marketing
 It is definitely a distraction when people “tweet” or
“post” during a worship experience. However, the
truth is – people will do it anyway.
 Set the tone – create a #hashtag or theme for a
particular worship service, conference or event and
encourage the “tweeters” to use the #hashtag when
tweeting about your event.
 Make it part of the worship experience and give your
audience an opportunity to be messengers for your
message – It’s network building and it will bring
awareness to your ministry and your message

15. Mobile Marketing
 More people are using mobile devices to access
social media
 According to a recent United Nations Telecom
report; there are approximately 6 billion cell phone
subscribers…Including those in 3rd world countries.
The world’s population is just over 7 billion.
 People are spending more time on their mobile
devices and less time on their desktops
 Text message marketing solutions is another
element to include in your overall marketing
strategy:
 Group messaging and Text Alerts

16. Mobile Marketing Trends –
According to Socialnomics
 46% of mobile users will not return to a website that
does not work on their mobile device (make sure
you website is optimized for mobile phones).
 If a website took more than 5 seconds to open on your
mobile device would you continue to wait?
 41% of email is now opened on smartphone or tablet
 Average prices spent on mobile phones $97.39 –
tablets $96.11 – desktop $91.86
 Mobile pay

17. Google+
 Inexpensive ways to bring awareness to your
ministry
 Host a Google+ hangout. Members love to connect
with their Pastors, ministry leaders. Identify up to 12
faithful members, biggest financial contributors and
ask them to participate in a hangout. Promote the
hangout/event online and invite your membership to
join in. Host a Google+ hangout monthly around a
specific topic, event or conference. It’s free and allows
churches to engage their members and connect with
the pastors.

18. YouTube
 YouTube recently expanded its Live Streaming to
channels with just 100 subscribers. This allows more
video producers to use You Tube for live streaming.
This also comes with the ability to link externally to
online stores and user websites – allowing users to
monetize their shows on YouTube

19. Email Marketing
 One of the most reliable ways for churches to communicate
with its congregation. The average open rate is approximately
20% across all industries
 Great way to reinforce relationships through special offers
(conference registration, sermon products, books, music CDs,
etc.) and keep your “product” top-of-mind.
 Offer discounts
 Effective Email Marketing
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Eye-catching design
Consistent scheduling
Keep layout design consistent – use the same template
Measure success through analytic software
Keep content concise. Avoid information overload
• Email Marketing Services
•Constant Contact
•Mail Chimp

20. Email Marketing
 Include links within marketing email to “brand” your
presence on social media
 Allow recipients to easily share your information
 Drive traffic to your social media sites to build your
audience
 Emphasize other ways people can receive information
from you
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Website
Blog
Phone
Address

21. Ministry Website
 10 Reasons Why Your Church Should Have a Website
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Connect with membership
Relevant use of communication
Brings awareness to your church
Broadcasts your message globally
Curates church content/events
Can increase revenue through online giving, pledge
programs
Inexpensive advertising platform
Portal to link to other online networks
Control your content and your message
A way for people to find out how to get involved

22. Relationship Building
 A key component to marketing is building
relationships with people, companies and others
that will help you reach your marketing goals.
 Establish relationships with the media. The media
are an important conduit for delivering your
message
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Local radio stations
Newspapers
TV executives
Bloggers
Social media influencers can all help you with your
marketing goals.

23. Final Thoughts
 Don’t rely on only one or two ways to market your
ministry
 Your marketing should achieve more than a shortterm goal or instant ticket sale or conference
registration.
 Always consider long-term goal when creating your
marketing plan
 Marketing is 24/7 -