The United Methodist Church revamped for millennials

1. THE UNITED METHODIST
CHURCH REVAMPED FOR
MILLENNIALS

2. AGENDA
1
2
3
5
4CHALLENGE
UMC ANALYSIS CREATIVE
STRATEGY
CONSUMER ANALYSIS 6 MEDIA

3. THE CHALLENGE
• Lack of engagement from younger generation
Not a new problem
• Younger generation needs to take on roles and responsibility
• An abundance of other options available to them

4. 12.3M
1968
32,000+
CAUSES
FACTS
UMC
ANALYSIS

5. MISSION
WORLDWIDE COMMUNITY
ACTIVE DISCIPLESHIP
By working together, we accomplish more.
Seek out opportunities to transform lives.
Sharing God’s love by offering hope and
healing to those looking for more
meaning in their lives.
UMC
ANALYSIS

6. MARKET ANALYSIS
Christians (%)
2007 2014
78.4
70.6
4.7
5.9
16.1
22.8
18.1
14.7
23.9
20.8
26.3
25.4
2007 2014
Universal Decline of Christianity (%)
Non Christian Faiths
Unaffiliated
Catholic
Mainline Protestant
Evangelical Protestant

7. MARKET ANALYSIS
5M
2007
2014
4.7
5.9
16.1
22.8
18.1
14.7
23.9
20.8
26.3
25.4
2007 2014
Universal Decline of Christianity (%)
Non Christian Faiths
Unaffiliated
Catholic
Mainline Protestant
Evangelical Protestant

8. RESEARCH
MILLENNIALS
Secondary
Research
Primary
Research
6 Interviews
Online
Survey
246
Respondents

9. Average Age:26
White
64%
Hispanic
15%
Asian
15%
Race
20%
4%
Single
Engaged/Married
Divorced
76%
Education
2%
11%
3%
34% 35%
13%
2%
Less than
High
School
High
School
Associate Some
College
Bachelor Graduate Higher
than
Graduat
DEMOGRAPHICS

10. Community
INSIGHTS
grew up going to church
attend less than 6 times a year
never go
find spirituality in other ways
find community most appealing
70%
69%
36%
80%
40%
WHAT DOES IT ALL MEAN?

11. Millennials want to figure things out for
themselves, even if it’s the hard way.
INSIGHTS

12. They want a constant support system.
Millennials love to feel like they belong.
INSIGHTS

13. They want to express their spirituality in
ways other than going to church.
INSIGHTS

14. • A large following
• Offers great messages
• “Open doors” mentality
S
• Community and support system
• Personal connection
• Volunteer
O
W
• People have many reasons for
not going
• Millennials value
independence
T
• New age churches
• Afraid to talk about
religions

15. MARKETING
STRATEGY
MILLENNIALS AREN’T GOING TO CHURCH

16. TARGETS &
MESSAGES
Target Personas & Message Platform

17. TARGET PERSONAS
Kate Olivia James
MILLENNIAL “Deserters” MILLENNIAL “Boomerangs” MILLENNIAL “Nomads”

18. CUSTOMER GROUPS MILLENNIAL “Deserters”
# 1 B E N E F I T
K E Y M E S S A G E
P R O O F P O I N T S
E X P L A N A T I O N
O F G R O U P
T A C T I C S
Hope for a second chance and spiritua
The UMC does not believe in an expirat
when it comes to returning church mem
They want to provide you with the oppo
serve others
• Stories and affirmations from people
walks of life
• Open doors for all
• Transforms hopelessness into hope
• Volunteering opportunities in local
communities
Individuals who grew up in church but
college. They feel they are "too far gone
hope to do good/be a part of something
than themselves
Kate
• Grew up going to
church
• Church was no
longer a priority
• Checks social media
frequently
• Wants to be a part
of something bigger
than herself
• Spiritual but not
religious
Opportunities to give
back

19. CUSTOMER GROUPS MILLENNIAL “Boomerangs”
# 1 B E N E F I T
K E Y M E S S A G E
P R O O F P O I N T S
E X P L A N A T I O N
O F G R O U P
T A C T I C S
Homecoming, stability
The UMC is a home away from home.
It will be there for you in a time of need
• Great support program from the peop
in the church
• It is never too late to come back to
church
Individuals who grew up in the church, l
and come back periodically, may come b
because of guilt or fulfill attendance at
major holidays
Olivia
• Grew up going to the
church
• Back to the church
when she feels guilt
or on major religious
holidays
• Frequently on social
media
• An influencer
Peace of mind and
stability in her fast
paced life

20. CUSTOMER GROUPS MILLENNIAL “Nomads”
# 1 B E N E F I T
K E Y M E S S A G E
P R O O F P O I N T S
E X P L A N A T I O N
O F G R O U P
T A C T I C S
The right fit for people looking for clarity
and direction
The UMC is a large community comprised
of different background where everyone is
welcome. They hope to provide guidance
and understanding for what the UMC
mission statement is.
Church provides different opportunities of
expression. They are open minded with th
readiness for new members. Member can
rely on the UMC.
Individuals who didn't really go to church
growing up and are now considering it
James
• Did not really go to
church growing up
• Spends less time
online
• Commutes everyday
to get to campus
• Seeking a
community where
he can learn from
people
Opportunities to
grow and provides
the right fit

21. Customer Groups INTERNAL
# 1 B E N E F I T
K E Y M E S S A G E
P R O O F P O I N T S
E X P L A N A T I O N
O F G R O U P
T A C T I C S
Becoming a leader/uniting a group
Leadership opportunities are
available in The UMC for members
looking to help others grow in their
faith. The community is filled with
people ready to connect and share
in the faith.
• Outreach is needed to bring people
in
• As people join, they'll need to know
the ropes
• Followers need a leader
Sunday school teachers, pastors,
volunteers
Internal

22. EXPERIENCE MAP
Considering Learning Interacting Evaluating
Met friends and family
who invited me to church
There was a wedding,
birth, or death in the
family
"I feel guilty for not
going to church."
"I am feeling nostalgic
for my childhood where
I went to church"
"I want to be part of
something bigger"
"I want to be a part of a
community."
Search online for:
nearby churches
Dme of church services
volunteer opportuniDes
Ask friends what church they go to
Check out churches social media
"If I don't start going now, when?”
"Are these people going to judge me?"
"Will I have things in common with
these people?"
"Do I have enough Dme?"
"I feel like they all offer the same things"
AOend church services
Talk to minister/youth leader
Talk to current members
"Is this a good fit for me?"
"This isn't what I expected."
"I am feeling nervous and
excited."
Decide whether or not
the church is a good fit
Start searching for
new churches
Go back to previous
prioriDes
"What does this church have
that is important to me?"
"Is there anything that
separates this church from
other churches?"
"I like where this church is
located."
"I like the people who go to
this church?"
Convey the church
is a place of support
and community
Convey going to church is can
be convenient by emphasizing
the 32,000 churches across
the US
Show the church can be
relevant to individuals
interests
Deliver on the promise
that spirituality is
available to everyone,
no matter where they
are from or where they
have been
Offer a sense of
welcoming in
messaging efforts
DoingFeelThinkingOpportunities

23. ADVERTISING
OBJECTIVES
WHAT WE ARE HOPING OUR TARGET
UNDERSTANDS FROM OUR MESSAGING?

24. CREATIVE

25. CONCEPT 1
“LEGAL TALK”

30. CONCEPT 2
“JOKES ASIDE”

35. CONCEPT 3
“MY KIND OF
CHURCH”

40. MICROSITE

41. MICROSITE

42. VOLUNTEER
LANDING PAGE

43. I M C
TACTIC 1
PROMOTIONAL
MARKETING
Power Bank

44. TACTIC 2
GUERILLA
MARKETING
I M C
Lawn Sign

45. TACTIC 3
SOCIAL
MEDIA
I M C
Snapchat Filter

46. TACTIC 4
INTERNAL
COMMUNICATIONS
I M C
Newsletter

47. MEDIA
OBJECTIVES
Problem
Irrelevant to millennials
Disconnected communication
Objective
Relevant to millennials value
Emotional connections
Digital platforms
Physical locations
Strategy

48. MEDIA
STRATEGY

49. MEDIA
STRATEGY

50. MEDIA
STRATEGY

51. MEDIA
STRATEGY

52. MEDIA
STRATEGY

53. MEDIA FLOWCHART

54. BUDGET Campaign Budget: $225,000
TOTAL $224,500
0

55. ENGAGEMENT SCALE
# OF LIKES
EVALUATION

56. CONCLUSION
• Established the difficulty in communicating with millennials.
• Researched why millennials aren’t going to church.
• Developed creative messaging using humor appeals.
• Focus on speaking with millennials not at them.

57. THANK
YOU
GROUP MEMBER
(FROM LEFT TO RIGHT)
DIANA HERRERA
SNOW JINGXUE WANG
MARIN BERARDI
PRESTON BARRETT
ANDREA MIRANDA
AMELIA DRACUP
NATALIE SCOTT