Marketing, Branding & Everything In-Between, Part 1 :: Highlights & key points

1. Marketing, Branding & Everything In-Between
Part 1 :: Leveraging Brand Strategy to Reach People
Dawn Nicole Baldwin & Tim Schraeder
@DawnNicole :: @TimSchraeder

2. [ branding ]
v., “The practice of delivering a promise
that reflects the mission, uniqueness
and personality of an organization.”

3. X
Ad Campaign
X
Website
X
Logo

4. Branding for ministries means...
Reaching
those you’re called to serve
Communicating
the essence of who you are
Delivering it with relevance,
consistency and excellence

5. VISION
WHO are you serving?
WHAT are your unique
strengths?
How to reach people
more effectively

6. 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.

7. There’s a difference between
Reaching More People
and reaching people
More Effectively

8. What is the unique role you believe
God is calling your church to fill?

9. [ positioning ]
Determining how you
defined
by your audience.
want to be

10. Defining where you’re going & who you serve
influences everything from programming
[ G r o choicesa r logo designt I o n ]
u p p to t I c I p a
(So branding really is just another strategic
channel for delivering the vision of the church,
much like the weekend services)

11. [branding myth#732]
“The communications
team owns the brand”

12. [ reality ]
Everyone who is part
of your organization is a
“Brand Ambassador”

13. Key to start understanding how the
church is positioned today is to ask:
[Group partIcIpatIon]
What do
others say
about us?

14. How does that compare with:
What do we
want to be
known for?

15. 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

16. “The greatest challenge
with communication is
the illusion it has occurred”
- Charles Kettering

17. If everything is communicated
at the same volume at the same
time, nothing will be heard

18. Opportunities
High
Visibility
Primary front doors that
apply to most people, or
we want to strategically
promote
Primary Front Doors
Weekend services
Holidays & Big outreach events
Available Tools
Platform
announcement
Primary spot on website
Custom graphics
Listed in the bulletin
Medium
Visibility
Large groups with
shared interests
& immediate next
step actions
Large Side Doors &
Primary Next Steps
Women’s/Men’s/Student
events
Bible studies & small groups
VBS, upcoming registration
dates
Timed promo
Listed in events section of website
Secondary spot on website
(for a short period of time)
Mailer sent
Listed in bulletin
Lobby monitors
Table tents in cafe
Pre-service announcements
Light
Visibility
Everything else
Niche Groups
Opportunities & events tailored
to fit the needs of a specific group
Quilters/Knitters, etc.
Group leader emails
Person-to-person connections
Group-specific text alerts

19. Size of Spotlight
High
High
Medium
Medium
Light
Opportunities

20. [ b r a n d i n g m y t h # 965 ]
“Brands are built
primarily by
Advertising”

21. [ reality ]
Advertising is
just one of many
things that shape the brand

22. Churches are offering experiences on the
weekends—not widgets—which involves
a different mindset in communications

23. We remember
10% of what we READ
20% of what we HEAR
30% of what we SEE
40% of what we DO
and
100% of what we FEEL
Dr. Karl Bribram

24. outreach
events
Think through
the experience
of a first-time
guest. Was it
consistent
with who you
want to be?
Everything
communicates.
word
of mouth
volunteer
opportunities
[Group partIcIpatIon]
weddings
& funerals
ushers
Brand
brand
Experience
experience
direct
mail
press
weekend
services
logo
website
name

25. Of new people coming to your
church will check you out online
100%
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

26. 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.

27. What are you
known for today?
What do you want
to be known for
5 years from now?
What are 3 things
you can start right
now to get there?

28. @dawnnicole
dnicole@AspireOne.com
connect.me/dawnnicolebaldwin