Integrated Catholic Communications ™
6 Tools; 1 objective:Evangelization ✞ Advertising & Publicity✞ Personal Contact✞ Direct Communication✞ Public Relations✞ Promotional Incentives✞ Inbound Marketing
Integrated Catholic Communications ™
1. Advertising & Publicity
Any form of paid presentation or promotion to a general audience
✞Weekly newsletter✞Advertising in the media✞Printed brochures and
leaflets
Integrated Catholic Communications ™ 2. Personal contact
Personal and interactive real-time presentations by representatives of the parish to parishioners
✞Sunday Mass✞Other liturgical
celebrations✞Parish events
Integrated Catholic Communications ™
3. Direct communication The distribution of personalized messages to targeted individuals✞Direct mail✞Telemarketing✞Email
Integrated Catholic Communications ™
4. Public RelationsPromoting the image of the Catholic Church through events and media relations ✞Press Releases✞Press Conferences✞Public Events
Integrated Catholic Communications ™
5. Promotional incentives
Actions or activities to encourage attendance, donations or other desired results
✞Public acknowledgments✞Gifts✞Privileged access to services
The Issue
This means…
before asking for money, we need to restore (establish?) our relationships with them!
Evangelization in three steps
To bring parishioners to us
1Generatetraffic
2Create pilgrims
3Convert into active
believers
Set up a Blog
• Essential for successful inbound marketing
• It allows you to – publish content– interact with readers who
can then leave comments… – … which can
subsequently be shared by your readers in their own networks
Set up a Blog
• The blog helps to improve the ranking of the parish in search engines (not just in Facebook, Twitter, etc ...)
The combined use of social networks
• Facebook, LinkedIn, Twitter, Google+, Pinterest, YouTube or SlideShare allow you to promote your site and your content while building a community of interest around faith and your parish
The creation of Landing Pages
• Landing pages have all the information necessary to bring the Internet to an action or transaction
• The key element of a landing page is the subscription form
• The parishioner gives permission to be contacted
• It is essential to encourage the visitor to self-identify and to give his/her approval to be contacted directly
The creation of Landing Pages
Incentives for action
• You accomplish this goal by offering quality premium content (registration to a newsletter, wallpaper images, prayers to keep, printable calendars ...)
Publisher Loyola Press offers, for free, every week, a new computer screen wallpaper with a beautiful photo, a monthly calendar and a biblical quote
3 Convert into active believers
“Whoever serves me must follow me, and where I am, there also will my servant be.
The Father will honour whoever serves me.” John 12:26
Lead nurturing , or cultivating the contact
• Once identified, the "pilgrim" must be accompanied in the discovery of what the Church has to offer
Lead nurturing , or cultivating the contact
• By providing interesting, compelling and informative content on an ongoing basis, you help the “pilgrim” learn more about the faith and life of the Church and the parish
• This will build the pilgrim’s confidence throughout the process of evangelization
Leverage newsletters
• In addition to setting up an online subscription form to your newsletters on your website, use all opportunities available to ask people to sign up to receive your content.
Leverage newsletters
• Anytime people come to the church or the presbytery for particular services, invite them to sign up to receive your parish blog
Leverage newsletters
• Eventually, you can create several types of newsletters you send to various contact lists (eg. People registered for baptism, for catechetical courses, to receive information, etc.)
Electronic Evangelization
Catholic Outreach with Inbound Marketing
Shaun G. Lynch, [email protected](514) 945-1759