This deck was shared on Thursday, June 1, 2017 as the first live training session in the Church Online Communications Comprehensive, a 14-week online training course.

2. PRESENTER
Peter Frank
Senior Marketing Manager,
Concordia Publishing House
peter.frank@cph.org
(314) 268-1408
(800) 325-2399
3Church Online Communications Comprehensive

3. WHAT IS A COMPREHENSIVE?
Free 14-week online training course
covering a topic in great detail.
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4. WHAT’S INCLUDED IN THE COMPREHENSIVE?
Weekly Blog Post
Weekly Download
Weekly Live Video
Private Facebook Group
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5. LIVE TRAINING SESSIONS
Every Thursday at 11:30 a.m. CDT
June 1, 2017 – August 27, 2017
/ConcordiaTechnology
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6. PLANNING CHURCH
ONLINE COMMUNICATIONS
Session One
Church Online Communications Comprehensive
How do we manage all our communication?

7. INTRODUCTION
Busier lives
Communication preferences
Necessary to adapt
New opportunities
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8. INTRODUCTION (. . . CONTINUED)
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GOALS PERSONAS JOURNEY MESSAGING

9. INTRODUCTION (. . . CONTINUED)
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CHANNELS
The different
mediums used for
communication
FRAMEWORK
The direction each
medium sends
audiences
CAMPAIGNS
The combined
strategy for
communication
events

10. GOALS
How can we focus our communication?
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11. COMMUNICATION GOALS
A goal is a specific, desirable result that
has not yet been achieved (think SMART).
Specific, Measurable, Achievable, Relevant, and Timely
A process is something that should be a standard
operating procedure within your church.
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12. GOALS
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CHURCH
GOALS
Flows from Great Commission
Introduce new ministries
Reach specific audiences
Change member habits
COMMUNICATION
GOALS
Establishing processes
Improving processes
Implementing new channels
Increasing activities

13. PERSONAS
How can we get to know our church members?
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14. PERSONAS
Recipient of goal results
Fictional representation of audience
Shape how you communicate
May change your tactics
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15. PERSONAS DETERMINATION
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Every person in your
congregation should be
able to be easily
assigned to a persona.
GENERAL
The personas should
accurately describe how
to communicate with
those individual
members.
SPECIFIC

16. PERSONA PROFILES
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MILLENNIAL MELODY
Melody is a single 25-year-old who was
actively involved in youth group as a
teen and is trying to regain a connection
to the church as an adult.
FORTY-ISH FRED
Fred is a 42-year-old father whose
schedule revolves around kids and
work. It’s a struggle to get him
involved in much outside worship.
OLDER ADULT ALICE
Alice is 72 years old and is just
starting to admit she needs
assistance with her health. She’s
fearful of losing her independence.

17. JOURNEY MAP
How can we get the church members moving?
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18. JOURNEY MAP
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An action on the journey map is a specific
activity taken by an individual, not the church.
A stage is the location on the journey map where
the individual resides after taking an action.

19. JOURNEY MAP
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER

20. MESSAGING
How can we focus our message?
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21. MESSAGING
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Message maps show the connection between
ministry goals and individual messages.
Content mapping provides personal content
at individual stages of the journey map.

22. MESSAGE MAP
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Mission
Statement
Goal
# 1
Goal
# 2
Goal
# 3
Goal
# 4

23. CONTENT MAPPING
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT

24. CHANNELS
How can our website be better?
How can we make our emails more effective?
How much time should we spend on social media?
How do we get our website to show up in Google?
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25. CHANNELS
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WEBSITE BLOG EMAIL
SOCIAL SEARCH PAID

26. WEBSITE
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• Home base of all online
communication
• Only channel where the church
can control the environment
• Must be optimized for mobile
• Must contain timely, relevant
content that focuses on the goals
of the viewer

27. BLOG
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• Collection of practical, shareable
content to achieve ministry goals
• Posts can be tailored for specific
audiences or specific goals
• Provides useful support for all
other channels
• Must be timely and will be time-
consuming

28. EMAIL
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• Still one of the most effective
communication methods
• Often preferred due to its
non-immediate nature
• Best when personal and
optimized for mobile viewing
• Should always encourage next
step (call-to-action)

29. SOCIAL
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Largest available audience.
Focus on sharing relevant
content.
FACEBOOK
Quickest growing audience.
Focus on sharing photos and
experiences.
INSTAGRAM
Struggling to maintain its
purpose. Focus on short,
timely notices.
TWITTER
Professional network with
little social side. Focus on
connections.
LINKEDIN
Digital scrapbooking with
minimal social element.
Focus on creativity.
PINTEREST
Rising social network popular
among youth. Focus on
stories.
SNAPCHAT

30. SEARCH
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• Keeps the focus on the most
important channel: your website
• Most engaged audience, and is
essentially free
• Search engine optimization (SEO)
is frequently changing
• Should lead visitors exactly
where they need to go

31. PAID ADVERTISING
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FACEBOOK ADS
Target individuals
TWITTER ADS
Target followers
GOOGLE ADWORDS
Paid search
• Targets uses based on intent,
interests, or identification
• Self-managed PPC budgeting
• Ideal for drawing in a new, yet
targeted, audience
• Steep learning curve that
requires regular monitoring

32. FRAMEWORK
How do we leverage each channel?
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33. FRAMEWORK
Emphasizes the journey map
Downplays any one channel
Gives each channel a purpose
Gives each message direction
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34. CONTENT FRAMEWORK
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MEDIA EMPIRE CORRESPONDENCE
Blog and emails
HOME BASE CONVERSIONS
Website
OUTPOSTS CONVERSATIONS
Social, search, and paid

35. CAMPAIGNS
How can we be consistent and efficient in our
communications?
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36. CAMPAIGNS
Templated tactics for consistency
Familiar movement for audience
Specific goal for each campaign
Unique message by person by stage
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37. CAMPAIGN TYPES
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN

38. EXAMPLE CAMPAIGN
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OUTPOSTS MEDIA EMPIRE HOME BASE
WEBSITEBLOG EMAILSEARCH PPC

39. SUMMARY
How do we pull it all together and get others on board?
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40. ONLINE COMMUNICATION PLAN
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Document your strategy
Train your staff
Stick with it
Adjust as you learn

41. BLOG
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ConcordiaTechnology.org/Blog

42. FREE DOWNLOAD
Tracking Your Church’s Communication Footprint
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43. FACEBOOK GROUP
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/groups/ChurchOnlineCommunicationsComprehensive/

44. NEXT LIVE TRAINING SESSION
Setting Church Communication Goals
Next Thursday, June 8 at 11:30 a.m. CDT
/ConcordiaTechnology
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45. SCHEDULE
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Jun 8 | Setting Church Communication Goals
Jun 15 | Determining Your Church Audience*
Jun 22 | Understanding Your Church Audience
Jun 29 | Creating Movement in Your Church Communications
Jul 6 | Giving Your Communications Focus
Jul 13 | Communicating in the Right Context
Jul 20 | Making the Most of Each Communication Channel
*Presentation will be recorded

46. SCHEDULE
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Jul 27 | Building a Great Website for Church Communications*
Aug 3 | Establishing a Communication Hub for Your Church
Aug 10 | Utilizing Social Media in the Church to the Fullest
Aug 17 | Understanding Search Engine Optimization
Aug 24 | Saving Time in Your Online Communications
Aug 31 | Sharing Excitement about Your Communication Strategy
*Presentation may be recorded

47. CONTACT
Peter Frank
peter.frank@cph.org
peterfrank235
(314) 268-1408
48Church Online Communications Comprehensive