Chris Forbes
Can you imagine someone trying to build a sailboat without a set of blueprints? The rudder might wind up in front, with the hull shaped like a triangle and the sails unable to shift with the wind.
Just as that kind of action wouldn't be wise, neither is setting off into the ocean of media available to your church without a marketing plan. Yet, that's exactly what many ministries do.
Like an ill-designed sailboat, they feverishly try to reach people, but don't seem to make any progress. Why? Because when it comes to media, they don't have a precise understanding of what they are doing and why they are doing it.
Often, little continuity exists among such ministries' various media and marketing elements. However, if that is the ship you are sailing in, don' worry. You are not sunk!
A simple tool to remedy this situation is developing a written marketing plan. This simple act can place your ministry among the top five percent of ministry marketers.
Planning is essential
To start, write down your communication plans before you sail into the uncharted waters of media. Planning will help you see what is ahead of you more clearly, especially as you look for ways to connect your church's marketing into a meaningful, integrated whole.
That said, be careful not to overcomplicate your planning. Getting too complex may leave the people on your ministry team scratching their heads as they try to carry it out. Simply write down what you plan to do each week for the next 12 to 18 months.
Start by looking at your ministry plans for the next several months as you consider these questions:
*
Will you start a new sermon series during this time period? How can you publicize it?*
What events are scheduled for the near futur--and beyond?*
Do you customarily sponsor a Vacation Bible School, a Christmas play, or a special Easter production?*
What will your men's, women's and children's groups do throughout the year?Churches often fail to blend these multiple ministries into a whole, instead considering them one piece at a time. What would it look like if you leveraged the way you use media to build and maintain outreach momentum in the coming year?
Building purpose into marketing
Does the sound of all this planning make you want to walk the plank? While it may sound distasteful, there is an added benefit from running a tighter ship by putting your plans into words.
In doing so, you will more naturally build integration and purpose into your marketing. Best of all, important ministries within your organization won't be forgotten, left marooned on an island with no media or marketing promotion.
The mere act of listing your marketing needs allows other people on your ministry team to help you reach your marketing goals. That's because by knowing the direction you are sailing, they can see how they can fit into those plans. If you'll pardon the pun, getting others to helping you is great fellow-ship too.
Decide today to put your marketing plans into writing. Soon you will be sailing smoothly, communicating better while more effectively reaching your community.
Action Point!
Either by yourself, or with other leaders on your ministry team, write down specific marketing goals you want to accomplish in the next 12 to 18 months. Convert those goals into objectives, strategies and weekly action plans. By carefully spelling out where you hope to go, you will have a much better chance of seeing your goals come to life.
The founder of MinistryMarketingCoach.com, Chris Forbes also serves as the Marketing Evangelism Specialist for the Baptist General Convention of Oklahoma. He has served as the Interactive Media Specialist for Purpose DrivenTM Ministries and as Media Strategist for the International Mission Board, SBC.
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