Bilingual-Religion Marketing StrategyLuis J. Medina

November 15, 2016

Summary-Description

Create a bilingual marketing strategy that engage with individuals,parishes, schools and decision makers on their own terms andbased on interactions with them by telling a continuous, engagingand compelling company narrative aimed to improve leadgeneration, brand awareness and brand preference amongHispanic/Latino Catholic communities, using the right channels andwith specific pre-defined metrics and goals.

Goals

1. Streamline the balance between renting traffic from third party audiences and owning our attention in Hispanic communities.

2. Identify and reach more potential bilingual buyers at a lower cost improving lead generation and sales.

3. Increase brand awareness and brand preference (trust) among Hispanics/Latinos.

Hispanic/Latino Marketing Personas in the Catholic Religious Market.

A. Buyers (English Marketing Assets)1. Pastors2. Parish Administrators/Managers3. DREs and Principals

B. Users (Bilingual Marketing Assets)1. Catechists and Teachers2. Kids (Students)

C. Influencers (Bilingual Marketing Assests)1. Parents and Grandparents (Practicing and non-practicing Catholics)2. Catholic Hispanic/Latino Leadership (Hispanic Ministry Organizations and

Movements)

The type of content has to

defined by what the persona looks at every stage of his/her two-way journey with our

company.

Interaction among the 3 Marketing Personas in the buying process

A

CB

Pushes towards the useractively sending peopleto Church

Pushes in both directions with feedbackand participation

Most of the time passively reactsto pressure from the other two groups.Some times actively pushestowards the user

Hispanic Catechist roles = Group B

The pivotal group is B, so lets describe its roles more in detail:

Passionate for faith and religion in a multicultural environment. Helps Pastors and Parish Administrators to understand:Hispanic/Latinos honest aspiration to be educated andtheir sense of belonging to a community.

Engaging people motivating them to be more involve and take part in parishs events and formation.

Becoming friends and valuable faith advisors for students and parents.

Market Factors

Each Marketing Persona has different factors that will influence the content and channel of every marketing asset produced:

LocationWorkplace Pastoral/Religious Approach Technology awareness and usage

Strategy and Marketing Assets

- Catalogs- Post cards- Radio Ads- Webinars- PPC Ads- E-books- Cheat Sheets- Visuals (Images, prayers)- Videos

Selling by educating.

Prospecting by motivating.

Presenting good quality product details by promoting good practices in catechesis.

Content Strategy per Group

A

PastoralCulturalIntegrationCooperationAffordable

B

Pedagogical Motivational Traditional

C

Catholic Spirituality

Getting closer to God

Cultural Traditions Conversation General

Spirituality

Marketing Calendar Arcs per Group

v Liturgical Year = Groups A and B

v Events & Shows = Group B

v Academic Year = Group B

v Holidays and Seasons = Group C

ROI and Metrics per Group

Lead Generation

Customer Acquisition

Thought Leadership

Sales

A = Revenue Generation

Engagement

Customer Retention

Loyalty

B = 1st Touch & Multi Touchlevels

Website & Events Traffic

Lead management

Nurturing

Thought Leadership

C = Awareness

and education