THE UNITED METHODIST CHURCH REVAMPED FOR MILLENNIALS

AGENDA 1

2

3

5

4 CHALLENGE

UMC ANALYSIS CREATIVE

STRATEGY

CONSUMER ANALYSIS 6 MEDIA

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

12.3M

1968

32,000+

CAUSES

FACTS

UMC ANALYSIS

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

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

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

RESEARCH

MILLENNIALS

Secondary Research

Primary Research

6 Interviews

Online Survey

246

Respondents

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

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?

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

INSIGHTS

They want a constant support system.

Millennials love to feel like they belong.

INSIGHTS

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

INSIGHTS

•  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

MARKETING STRATEGY

MILLENNIALS AREN’T GOING TO CHURCH

TARGETS & MESSAGES

Target Personas & Message Platform

TARGET PERSONAS

Kate Olivia James MILLENNIAL “Deserters” MILLENNIAL “Boomerangs” MILLENNIAL “Nomads”

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 spiritual belonging

The UMC does not believe in an expiration date when it comes to returning church members. They want to provide you with the opportunities to serve others

•  Stories and affirmations from people of all walks of life

•  Open doors for all •  Transforms hopelessness into hope •  Volunteering opportunities in local

communities

Individuals who grew up in church but left after college. They feel they are "too far gone", but still hope to do good/be a part of something bigger 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

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 people in the church

•  It is never too late to come back to church

Individuals who grew up in the church, left, and come back periodically, may come back 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

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 the 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

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

EXPERIENCE MAP Considering Learning Interacting Evaluating

Metfriendsandfamilywhoinvitedmetochurch

Therewasawedding,birth,ordeathinthefamily

"Ifeelguiltyfornotgoingtochurch."

"IamfeelingnostalgicformychildhoodwhereIwenttochurch"

"Iwanttobepartofsomethingbigger"

"Iwanttobeapartofacommunity."

Searchonlinefor:nearbychurchesDmeofchurchservicesvolunteeropportuniDes

Askfriendswhatchurchtheygoto

Checkoutchurchessocialmedia

"IfIdon'tstartgoingnow,when?”

"Arethesepeoplegoingtojudgeme?"

"WillIhavethingsincommonwiththesepeople?"

"DoIhaveenoughDme?"

"Ifeelliketheyallofferthesamethings"

AOendchurchservices

Talktominister/youthleader

Talktocurrentmembers

"Isthisagoodfitforme?"

"Thisisn'twhatIexpected."

"Iamfeelingnervousandexcited."

Decidewhetherornotthechurchisagoodfit

Startsearchingfornewchurches

GobacktopreviousprioriDes

"Whatdoesthischurchhavethatisimportanttome?"

"Isthereanythingthatseparatesthischurchfromotherchurches?"

"Ilikewherethischurchislocated."

"Ilikethepeoplewhogotothischurch?"

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

Doin

g Fe

el

\ Th

inki

ng

Oppo

rtun

ities

ADVERTISING OBJECTIVES

WHAT WE ARE HOPING OUR TARGET UNDERSTANDS FROM OUR MESSAGING?

CREATIVE

CONCEPT 1 “LEGAL TALK”

CONCEPT 2 “JOKES ASIDE”

CONCEPT 3 “MY KIND OF

CHURCH”

MICROSITE

MICROSITE

VOLUNTEER LANDING PAGE

I M C TACTIC 1

PROMOTIONAL MARKETING

Power Bank

TACTIC 2 GUERILLA

MARKETING

I M C

Lawn Sign

TACTIC 3 SOCIAL MEDIA

I M C

Snapchat Filter

TACTIC 4 INTERNAL

COMMUNICATIONS

I M C

Newsletter

MEDIA OBJECTIVES

Problem Irrelevant to millennials Disconnected communication

Objective Relevant to millennials value Emotional connections

Digital platforms Physical locations

Strategy

MEDIA STRATEGY

MEDIA STRATEGY

MEDIA STRATEGY

MEDIA STRATEGY

MEDIA STRATEGY

MEDIA FLOWCHART

BUDGET Campaign Budget: $225,000

TOTAL

$224,500

0

ENGAGEMENT SCALE

# OF LIKES

EVALUATION

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.

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