There’s a trend spreading nationwide that involves the marketing of congregations. Now, the idea of “Marketing” a congregation is one that many people object to on the basis of misinformation. They look at the word marketing and automatically think in terms of people who are trying to pilfer and sell bills of goods to members. The exact opposite is the case here. In marketing, the local congregation has an opportunity to have their message at the forefront of their audiences mind. With the plurality of congregations who basically look the same on the outside, the proper exposure is important for congregations who want to present the truth.
Now, the concept of congregational strategic marketing involves defining the resources that are available to you and building a strong set of practices around those resources that will greatly enhance the percieved profile of your congregation.
There are a few necessities that every congregation should have in building this strategy;
- Identity system – For the local congregation, an identity system is essential as its components are basically the first things that people will see when looking at your brand. A standard identity system consists of a coordinated letterhead, envelope and business card. In expanding upon this idea, a visitors card, usher name tags, and weekly bulletin shell can all fall in the category of identity system.
- Brand Logo – In addition to the identity system, the congregation may decide to build for themselves a logo – nothing elaborate, simply a stylized spelling of the congregations name or otherwise.
Website – A web address is essential to todays congregation as many people look for congregations on the web. Consider looking into building a web presence, and notice the word presence, for the congregation. There are many open-source website platforms that are free to use and hosting is very reasonable for congregations.
- Dedicated E-Mail system – There was once a time when getting your own hosted e-mail was cost prohibitive for most people. The same can not be said in 2008. With services like dreamhost for hosting, and Google Apps, every congregation can have their own top level domain e-mail address. Which means… No more congregation email going through a Yahoo address. The systems that are in place now are so advanced that they allow you to set up many users instantly. Simply put, all of the leaders at your congregation can have their own e-mail address at your congregations domain.
- Use the Bulletin as a source of ministering – There is no reason that a bulletin can’t be used as a tool for ministering to lost souls. If designed right, a Sunday morning bulletin can house all of the announcements, as well as a message from the minister and even steps to becoming a member. If there is a monthly bulletin it’s even better.
In Part 2, I’ll provide actual examples of how to implement a marketing strategy at your local congregation.