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Structure

Your outreach marketing plan has the following five steps. Each step has its own homework and action steps.

Step 1: Values & Vision
Step 2: Perception & Needs
Step 3: Strategy
Step 4: Implementation
Step 5: Evaluation

STEP 1: VALUES & VISION

Homework

  • Values: What you stand for
  • Vision: Where you want to go

Action Step

  • Values & Vision Retreat

Marketing Plan Deliverables

  • Core Values Statement
  • Audience Demographics
  • Vision Statement
  • Key Messaging/Elevator Statement

Begin this process

STEP 2: PERCEPTION & NEEDS

Homework

  • Perception: How is your church viewed by members and community
  • Community Needs: Understanding the needs of your neighbors

Action Steps

  • Congregational Survey Or Team/Committee/Group Interviews
  • Newer Member Focus Groups
  • Community Survey Or Community Leader Interviews and/or Gathring

Marketing Plan Deliverables

Marketing Plan Coordinator prepares reports with summaries from all the exercises above and distributes to the Marketing Plan Team for Step 3: Strategy.

Begin this process

STEP 3: STRATEGY

Homework

  • S.W.O.T.: Identifying your church’s strengths, weakenesses, opportunities and threatsTarget Audience: Discovering the audience you will reach
  • Strategic Objectives: Deciding where you want to go
  • Goals: Setting measurable targets
  • Resources: Being wise about your assets

Action Steps

  • Strategy Retreat
    • SWOT Analysis
    • Identify Target Audience
    • Determine Strategic Objectives
    • Determine Goals
    • Analyze/prioritize Resources

Marketing Plan Deliverables

From this Retreat, you will come away with Your Marketing Plan STRATEGY, featuring:

  • An analysis of your church's strengths, opportunities, weaknesses and threats.
  • Target Audience
  • Strategic Objectives
  • Goals
  • Overall Resources

Begin this process

STEP 4: IMPLEMENTATION

Homework

  • Tactics: Setting up your “honey-do” list

Action Steps

  • Tactics Brainstorming & Prioritizing Session
  • Marketing Plan Development & Review
  • Present to the CongregationMarketing Plan Approval & Implementation

Marketing Plan Deliverables

The Marketing Plan Coordinator takes results from these sessions and prepares a chart detailing:

  • Goals/measurable objectives with supporting tactics
  • Timing/deadlines
  • Person/team coordinating
  • Budget information

Begin this process

STEP 5: EVALUATION

Homework

  • Ongoing

Action Steps

  • Ongoing Plan Management
  • Measure progress: Goals/Objectives/Tactics
  • Communicate, Celebrate Success
  • Adjusting your plan

Begin this process

Next section: Homework >>