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To recruit 239 New Members, 786 Inquirers and 1061 Self Assessments by Sept. 30, 2010
The word “adventure” is defined as an unusual or exciting experience. “We Followers of Christ have not chosen the adventure of serving and obeying Christ. Jesus Christ Himself has chosen the adventure for us”. Oluwole Adegbile, Age 36
“Going on an adventure is exciting… It may mean being spontaneous” Sung Ah Kim, Age 22
“An adventure is like a get away, a time to test and face your fears, a challenge. Or a time of bonding that you don't usually have with others.” Antoine Shawn Tanyhill, Age 31
“Adventure is the seedling of growth.” James Blake Jr. , Age 28
“To go where no soccer mom has gone before” Amy Brady, Age 47
•Collateral / Branding•Brand Ambassador
•Mobile Marketing•Social Networking•Public Relations
•Partnership•Advertising•Events•Direct Marketing
•Logo wear
•Recruitment View Book
•Moo.com
•Giveaway / Incentives
•Join Wycliffe T-shirts for sale
•Vinyl stickers
•Unified branded e-mail signatures
•URBANA booth
•Testimonials (Elizabeth Wilson, Schrock’s)
•URBANA join.wycliffe video(On site, YouTube, and Splash)
• Begin to create community• Combine functionality of
different apps that could include:
• Meet your recruiter and other recruits
• Prayer form• iJobs (lists position needs,
location)• Join Wycliffe Links• Events Calendar
Mobile Marketing: Community
Mobile Marketing: Prayer
Mobile marketing: Positions
Mobile Marketing: Join Wycliffe Links
Mobile Marketing: Events
• Research ad opportunities around recruitment events
★ Example Tactics:- Relevant Magazine?- Signage around
event? Light rail• Radio spots on Christian/secular
radio week of event• Facebook/event site ads• ChristianJobs.com
• Broaden the scope and pitch for Wycliffe’s need to recruit 239 members this year by leveraging news of the day (economy)
• Experts in certain areas on radio (i.e. International poverty Barb Trudell)
• Pitch Bob to speak about adventure in Bible translation to media who may already be covering event
• Are high on compassion and concern for world affairs
• Excited by discovery of new opportunities
• Collective, humanitarian aid intrigues them
• Words like gratitude, approachability and respect for others are important
• They want to live their beliefs not just talk about them
• They desire experiences that challenge their conceptions of themselves and the world
Source: Ethnographic Media Research
Secondary Research -
18-25 year olds…
•Create awareness of Bible translation among young people.
•Increase Next Gen contact database by 1,000 people.
•Increase college student participation in summer projects, trips, internships and activities by 5% in the summer of 2010.
• Events• Collateral/Branding
• Brand Ambassadors• Social Media• Advertising• Direct Marketing• Mobile Marketing• Public Relations
• Create a simple, single print piece that communicates all programs in a simple format
• Develop one simple leave behind piece that highlights social media points of engagement
• Utilize the branding that’s developed to target NextGen
• Video vignettes of young missionaries
Audience Analysis for Social Media
Secondary Research -
A revolutionary shift in communications is taking place, and nowhere is this more evident than in the use of media by young Americans. Vblogs, blogs, text messages, instant messaging, chat rooms, cell phones, peer-to-peer file sharing (including viral videos), social websites, podcasting, networked gaming - all of these are now used to tie individuals and groups together with others, with activities, and with ideas.
Source: Boeing Research Report for NASA
Create “Join.Wycliffe” as potential tactic on these Social Media sites:
• Facebook Group • Landing Page on join.wycliffe.org
(Recruitment Micro-site)• SMS Messaging (via Twitter)• Adventure Blog• Flickr page to share photos• YouTube page• Twitter • Ning
Ning
“With over 1 million social networks created and more than 27 million registered members, millions of people everyday are coming together across Ning Networks to explore and express their interests, discover new passions, and meet new people around shared pursuits. “
Source: about.ning.com
Example “Ning” SiteNotes Latest Activity Blog / Wall Mail Capabilities
Example “Ning” SiteVideo Photos of members Message Updates Send Invites Chat
Events can be TotalItUp!, OSI, college recruiting events, church events, festivals, and even online events.
JoinWycliffe.org Info Booth
• Some events (or any strategy) which are larger, can have elements of an overall Marketing Plan that encompasses the needs of various departments:
• PR• Advertising• Social Media• Mobile Media• Collateral Branding• Direct Marketing
Urbana is large enough that it could contain aspects of all strategies for various departmentsof Wycliffe.
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