Tip of the Month:

Ad/Marketing Campaign Preparation

Primary focus: The main product of the church is a relationship with Jesus Christ and a relationship with those persons who have a relationship with Jesus Christ. The key word in this definition of the product of the church is "relationship". We can advertise a building, or a pastor, or a parking lot and never touch people with what it is we are about. We are about relationships with God and others who have a relationship with God.

Martin Marty makes this point: "Who is kidding whom? Religious advertising goes on all the time. A religious group that offers no presentation of itself in a competitive, complex, society will go undiscovered-or if it is already known, it will wane and disappear. The question is not 'Will churches advertise?' but 'How?' "

• Advertising is a tool of outreach, mission, evangelism, ministry, community service, and/or possibly
  social action. It can vary or stretch between free public service announcements-to- paid advertising
  space or time promoting a message that supports an action (i.e. Stop in and Find Out).

• Evangelistic or church growth and renewal programs can be assisted by advertising. Deepening the
  commitment of inactive or unaffiliated believers can help rejuvenate a congregation.
• A congregation/church committed to serving a wide-range of people in the community where it is
  located can use ads to encourage them to stop in and find our more about XYZ Church.
• A target audience (i.e. 35-48 years of age) can help you find out what specific stations or sections of
  the newspaper you need to focus on to grab your target audience's attention:

1-Where are they? and
2- What media will reach them?

If your target audience is youth, they are more likely to listen to rock radio than to read newspapers.
The reverse may be true for older people. You will spend some valuable time in researching the character of your intended audience in your market area. Their patterns of media usage can be accessed by talking with an ad agency or media outlets in your community.

You may find better service by going to an ad agency that buys advertising for clients rather than one
who sells it. The seller may be prejudiced in favor of his/her own medium. The buyer must look at all
the options and choose objectively what us affordable and has the most benefit.

• The variety in selecting media are many. Getting the right mix for what your budget can afford with
  the most reach (touching the audience targeted at the largest possible numbers) is the goal.

In some communities billboards along key highways may provide more impact than cable-TV.

Another consideration is that if your goal becomes to invite visitors and possible prospects for
membership, think of the immediate community or neighborhood within a 5-to-15 miles.