ministry lab network 11/13 :: branding for ministries :: dawn nicole baldwin
DESCRIPTION
Marketing, Branding & Everything In-Between, Part 1 :: Highlights & key pointsTRANSCRIPT
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Part 1 :: Leveraging Brand Strategy to Reach PeopleDawn Nicole Baldwin & Tim Schraeder
@DawnNicole :: @TimSchraeder
Marketing, Branding & Everything In-Between
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[ branding ]v., “The practice of delivering a promise
that reflects the mission, uniqueness and personality of an organization.”
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Logo
Ad Campaign
Website
XXX
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Reaching
those you’re called to serve
Communicating
the essence of who you are
Delivering it with relevance,
consistency and excellence
Branding for ministries means...
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VISION
WHO are you serving?
How to reach people more effectively
WHAT are your unique strengths?
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Who are you best equipped to serve?• What are their needs?• How are their needs changing?• How can we meet those needs?• What do they seem to have in common?
This does NOT mean we close our doors to anyone, but rather we understand their language and focus our efforts so we can be more effective.
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There’s a difference between
Reaching More Peopleand reaching people
More Effectively
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What is the unique role you believe God is calling your church to fill?
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Determining how you
want to be defined by your audience.
[ positioning ]
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[ G r o u p p a r t I c I p a t I o n ]
Defining where you’re going & who you serve influences everything from programming
choices to logo design
(So branding really is just another strategic channel for delivering the vision of the church,
much like the weekend services)
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“The communications team owns the brand”
[ b r a n d i n g m y t h # 7 3 2 ]
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Everyone who is part of your organization is a
“Brand Ambassador”
[ reality ]
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[ G r o u p p a r t I c I p a t I o n ]
What do others say about us?
Key to start understanding how the church is positioned today is to ask:
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What do we
want to be
known for?
How does that compare with:
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Communications have changed
• It used to be very one-sided“Here is information you need to know about us”
• Now the medium is the message and it’s a two-way conversation
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“The greatest challenge with communication is
the illusion it has occurred”- Charles Kettering
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If everything is communicated at the same volume at the same
time, nothing will be heard
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Primary Front DoorsWeekend servicesHolidays & Big outreach events
Platform announcementPrimary spot on websiteCustom graphicsListed in the bulletin
Large Side Doors & Primary Next Steps
Women’s/Men’s/Student eventsBible studies & small groupsVBS, upcoming registration dates
Timed promoListed in events section of websiteSecondary spot on website (for a short period of time)Mailer sentListed in bulletinLobby monitorsTable tents in cafePre-service announcements
Niche GroupsOpportunities & events tailored to fit the needs of a specific group
Quilters/Knitters, etc.
Group leader emailsPerson-to-person connectionsGroup-specific text alerts
High Visibility
Primary front doors that apply to most people, or we want to strategically
promote
Medium VisibilityLarge groups withshared interests
& immediate next step actions
Light VisibilityEverything else
Opportunities Available Tools
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Opportunities
Size of Spotlight
Light
Medium
High
Medium
High
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“Brands are built primarily by
Advertising”
[ b r a n d i n g m y t h # 965 ]
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Advertising is
just one of many things that shape the brand
[ reality ]
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Churches are offering experiences on the weekends—not widgets—which involves a different mindset in communications
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We remember 10% of what we READ20% of what we HEAR
30% of what we SEE40% of what we DO
a n d
100% of what we FEELDr. Karl Bribram
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[ G r o u p p a r t I c I p a t I o n ]
outreachevents
word of mouth
weddings & funerals
directmail
logo
namewebsite
weekendservices
press
ushers
volunteeropportunities
brandexperience
BrandExperience
Think through the experience of a first-time guest. Was it
consistent with who you want to be?
Everything communicates.
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100%
Of new people coming to your church will check you out online first. Quick tips:
• Prioritize the needs of new people first.
• Give them a taste of what to expect
• Don’t overwhelm them with information. Just focus on what they need to know & help them take the next step
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Don’t ask “What are we trying to say?” but
“What conversations are we wanting to create?”
(And what do we want them to do?) Always have a next step.
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What are you known for today?
What are 3 things you can start right now to get there?
What do you want to be known for
5 years from now?