Step 1: Know your demographic

There are two things to take into consideration. The person and the context.

  1. The person. Consider the gender, age, interests and other aspects of your target. (Example, Women 18-35)
  2. The context. There are 3 basic levels of context:
    1. Current Church Members
    2. Unengaged Members and New Guests
    3. Overall Community

You’ll get a bigger bang for your buck by targeting fewer people. Targeting the overall community casts a wide net, but takes more resources for a weaker result.

Your final demographic should include both pieces of information. (Example, Women 18-35 who are Current Church Members).

Step 2: Identify Your ideal Channels

Next, think about how you will reach your target demographic. Here is a sampling of ways to reach your target demographic based on their context. These are not the only ways to reach people, and you are free to get creative.

Current Church Members

  • Looping Slides
  • Announcements
  • Sermon Note Inserts
  • Social Media Posts
  • Website Calendar

Unengaged Members and New Guests

  • Patio Banners
  • Invite Cards
  • Kiosk Cards

Overall Community

  • Freeway Sign Banners
  • Google Ads
  • Social Media Ads

Step 3: Identify your media options

Each channel supports different types of mediums. For example social media ads may be graphics or videos. Below is a list of media you might consider putting together. Included with each is a amount of leeway time needed in case you are considering working with the communications team.

Graphics

  • Branding (90 days)
  • Social Media Graphics for Posts or Ads (2 weeks)
  • Announcements or Looping Slides (2 weeks)
  • Sermon Note Inserts (2 weeks)
  • Patio Banners (3 weeks)
  • Invite Cards (2 weeks)
  • Kiosk Cards (2 weeks)

Video

  • 15 – 30 second promo video for social media or in-service announcement (1 month)

Step 4: Turn it in to your department head for approval.

Once the general vision has been developed, it is time to bring the idea to your department head. Your department head can approve it and decide to bring it to Communications for management or keep it within their department.