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Operations 102Communications, Class
7
Operations 102—Communications
1. Strategy: The Culture of Your Church.
2. Strategy: Parsing the Preaching Pastor
3. Web
4. Hardware & IT
5. Productivity Tools
6. Multisite & Cutting Edge Issues
7. Advertising
8. Policy & Practice
9. Policy & Practice
10. Communications Team
Today’s Topic
The term “advertising” has a negative connotation to the average consumer. Yet, we are besieged with product information. Web and print publishing are vital to churches. Church advertising can be as crass as “Fast Eddy’s Used Cars.” For churches, what is the role of newspaper, magazine, web and social media engagement? How are you engaging your people?
More on Today’s Topic
There is also radio & television advertising; is that feasible for your church? On the web, there is SEO, Search Engine Optimization and also social media SEO. This class will explore various methods for engaging the media.
Matt Branaugh
Matt Branaugh is Director of Editorial for the Church Law and Tax Group at Christianity Today. His duties include editing the Church Law & Tax Report newsletter, ChurchLawAndTax.com, and the ManagingYourChurch.com blog, as well as leading the editorial team. He also writes the Church Law & Tax Update and Church Management Update eNewsletters, and the “Office Toolkit” column for Leadership Journal.
Advertising
Mixed Messages
Mixed Messages
Mixed Messages
Mixed Messages
Introduction
Role of print advertising. Role of radio and TV advertising. Role of web advertising. Role of e-mail advertising.
Before You Advertise
Let’s talk about your church’s website. Why? Because all of your advertising,
regardless of medium, will point people to your website.
Website Best Practices
Class 3 with John Travis and Andrew Hummell. A few key points to keep in mind:
Clean design—less is more. Easy navigation. Clear messaging. Mobile friendly is a must. Apps are not. Consider “A/B” testing (David Bourgeois, Biola
University).
Website Best Practices
Remember this cycle: Trigger (i.e. searched need; boredom). Reward (i.e. quality content). Investment (i.e. comment or sign-up). Permission (i.e. gives church the right to get
more data).Stanford University, Media Engagement and Behavioral Change
Website Best Practices
Copyright Caution Get permissions or licenses for streaming worship
services, or for posting recordings of them, on the church’s website. Music Movie and TV clips
David Middlebrook, church attorney and Editorial Advisor for Church Law & Tax Report
My Experts
Toks Olawoye, advertising business development manager for Christianity Today
Shiree Johnson, account executive with the Denver Post
Careful Considerations
Seasonality vs. Consistency Olawoye: Focus on seasonal advertising or special-
event advertising, but don’t advertise consistently. Budgets are limited.
Johnson: Consistent advertising establishes brand—the creative should regularly change, but the logo and mission message should stay constant.
Careful Considerations
How much should a church budget for advertising? Olawoye: “Many experts say you should spend
between 5% and 10% of your annual operating budget.”
Bigger churches are probably closer to 10%.
Careful Considerations
Should we design the ads ourselves? If you have professional-level talent in-house, then
yes. Otherwise, both Olawoye and Johnson say you
should go outside. Olawoye: Oftentimes, you can initially hire a firm
and then receive templates that you can customize yourself in the future.
Johnson: Creative may be included by publisher.
Word of Mouth (WOM)
It’s still your best (and cheapest) advertising. Empower your staff, lay leaders, and
congregation: Nicely designed fliers and e-mail messages
that they can share. Regularly talk about inviting others—and teach
your congregation how to do it!
Print Advertising
Newspaper Olawoye: Not necessary.
Declining readership. Newspaper ads are broad and can sap budgets fast.
Johnson: Should consider it. Brand-building and special events. Local newspapers give better targeting. Example:
YourHub.
Print Advertising
Capitalize on Free worship service listings. Pitching your stories.
Editors and reporters are keenly interested in local angles to broader themes. Be aware of current events and angles your church can present.
Uniqueness and human interest are key factors in coverage decisions.
Examples:
Print Advertising
OK
We’re doing a live nativity for Christmas Eve! (So is everyone else. It’s maybe a photo opp, so that isn’t bad).
Really Good
Local economy is flat or down, but giving at your church is up and the church is expanding its food bank.
Your church decided combating human trafficking would become a major ministry initiative. The CEO of an international organization you supported is coming to speak to your congregation and he’s available to interview about how human trafficking affects your local area.
Print Advertising
Billboards Olawoye: These are more effective than you realize.
Target within a 25-mile radius of your location(s). Emphasize positive messages, either based on
season, special event, or sermon series.
Radio and TV Advertising
Don’t underestimate the power of local Christian radio and/or local news radio advertising. Olawoye:
Stay away from talk radio. Stay away from secular music stations. Stay within your local broadcast area. Position your senior pastor and staff as experts
available for morning show interviews.
Radio and TV Advertising
Local cable stations Olawoye:
A third option, but effective nonetheless. Focus on stations that broadcast religious
programming. Stay within your local broadcast area.
Web Advertising
Johnson says a church web ad campaign should consider (in the following order): Search Social media Online banner ads Mobile phone and tablet
Web Advertising
Search Engine Marketing: People interested in church or spiritual help will
search. Pay-per-click (PPC) campaigns increase your visibility
with searches. Tailor them by keywords ($$$).
Search Engine Optimization: This is an organic effort. Bourgeois advises:
Using keywords in the titles of pages, headers and subheads of pages, and in URLs. Also, get other reputable sites to link to your website.
Web Advertising
Social Media Johnson: Facebook is king. Use the church’s Facebook
page to highlight great content from your site. Try to post “shareable” items (viral WOM).
Don’t forget YouTube, which has grown into one of the largest search engines itself. Another viral WOM opportunity.
Web Advertising
Online banner ads Johnson: If you purchase these on sites, work to
customize the geographic areas that will see them when they visit the sites.
Sites with specific local focus will give you more bang for your buck.
Web Advertising
Mobile Phone and Tablet Still developing. Good opportunities with geographic
specifications.
This is where a mobile-friendly church website becomes so powerful: Your messaging in e-mail, banner ads, or social media should redirect mobile phone and tablet users to your site.
E-mail Advertising
Build your church’s e-mail database. As you collect addresses, ask if people wish to receive e-newsletters and special information.
If you’re newer, or wish to spread the message to outsiders, consider renting lists of e-mail addresses once or twice to build your database.
E-mail Advertising
E-newsletters Consistency is key. Third-party options include ConstantContact and
MailChimp.
E-blasts Especially effective for special events, seasonal
activities, and sermon series. Your third-party option can help with this.
Remember: Great designs and messages get forwarded!
A Final Thought
Should we do all of this? No! Limited staff and limited resources. Bourgeois: An effective campaign has multiple
streams— but not all of them. Use only the ones you know resonate with your church’s personality and demographics.
Additional Resources
Church Law & Tax Group Essential Guide to Copyright L
aw for Churches by Richard R. Hammar
Defamation in a Digital Age
Untangling the Web by Richard R. Hammar
Using Social Media Safely
Additional Help http://christianitytodayads.com “E-ministry,” Leadership Journal,
Summer 2013 Ministry in the Digital Age:
Strategies and Best Practices in a Post-Website World, by David Bourgeois
http://SproutSocial.com http://FaithHighway.com http://ChurchMarketingSucks.com
This webinar is designed to provide accurate and authoritative information in regard to the subject matter covered. It is provided with the understanding that neither the presenters nor the publisher is engaged in rendering legal, accounting or professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
Q & ASend Questions via Chat to Tami
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Why might leaders be so eager to affect positive change over smooth transitions?
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Matt Benford
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