A Marketing Perspective for UMM Jill

Your Speaker: Jill Gaynor Life-long United Methodist Member of Reveille UMC, Richmond District 23 years in corporate marketing Vice President – Hamilton Beach Brands 2017: Followed calling to ministry Development & Marketing Manager – UMFS Board of Communications Chair

Using Marketing Principles to Achieve Your Goal

UMM Goal: Grow Our Ministry UMM participation has fallen Increase the number of men in ministry Younger men Issue Goal Target Feb – May  (3.5 mos) Mention – 9 conferences and vendor fairs attended (+ 2 more planned); have yielded 9

Marketing Process 1 Evaluation - Evaluate the ministry, the brand & the target market 2 Research – Use market research to test your ideas 3 Improvement – Adjust the ministry, based on your research 4 Promotion - Advertise to the target market Feb – May  (3.5 mos) Mention – 9 conferences and vendor fairs attended (+ 2 more planned); have yielded 9

Evaluation: Target Market & Your Ministry Identify Your Target Market Who do you attract today? Who would you like to attract? Review Your Ministry Thoroughly review your programs & activities Is your target market likely to be attracted to your current ministry? What changes might you need to make? Feb – May  (3.5 mos) Mention – 9 conferences and vendor fairs attended (+ 2 more planned); have yielded 9

Evaluation: Brand Awareness & Image UMM Brand Awareness Does the target market know about UMM? If awareness if low, you can increase it through advertising UMM Brand Image If the target market knows about UMM, what do they think about it? Positive – great! Neutral – can use advertising & ministry changes to help improve Poor – dig in to understand why It may be ministry-related If the brand is too deeply associated with negative things, may need to make a change Feb – May  (3.5 mos) Mention – 9 conferences and vendor fairs attended (+ 2 more planned); have yielded 9

Brand – Keep in Mind Brand Equity Brand Building UMM has built equity with consumers over time Think carefully before you walk away from that Brand Building Creating a new brand takes time and money It’s often better to work on repositioning your current brand than expending the time & money it will take to create a new brand Ensure you’re focusing on the right problem Before you work on a new brand, ensure you thoroughly understand whether you have a brand issue or a ministry issue Feb – May  (3.5 mos) Mention – 9 conferences and vendor fairs attended (+ 2 more planned); have yielded 9

? Conduct Market Research Test your evaluation findings & ideas with the target market ? Focus Groups Gather 8 – 10 people from the target market Ask questions to learn Do they know about UMM? If so, what is their impression of it? Are they interested in your current ministry & programs? If not, what type of ministry & programs would be of interest to them? Maintain a spirit of openness Written Survey If feasible, follow up the focus groups with a survey sent to a larger group Feb – May  (3.5 mos) Mention – 9 conferences and vendor fairs attended (+ 2 more planned); have yielded 9

Implement Improvements Use the learning from market research to improve your ministry Adjust current programs Implement new programs If absolutely necessary, change your brand Feb – May  (3.5 mos) Mention – 9 conferences and vendor fairs attended (+ 2 more planned); have yielded 9

Promoting Your Ministry

Three Main Communication Tools     Email Print mailings Social media

Print Email Good in more rural areas with limited internet access More expensive – need to pay for printing & postage No tracking – don’t know who / how many people opened it Not as timely – takes longer to disseminate information     Email Ability to share the latest information Very cost effective Tracking – can see who / how many people opened your message (if using email service like Mail Chimp or Constant Contact) Average % of people who open an email is 19% (Constant Contact nonprofit average)

Social Media Pros Strong & growing reach – 69% of adults use social media Effective tool for reaching younger people Can easily use social media to reach new people Very engaging communication platform Cons Not effective in areas with limited internet access Not good for sharing longer, more in-depth information Not as effective at reaching 65+ demographic (only 41% use social media)    

Social media usage continues to increase 2018 – 69% 2011 – 50%     Social media usage continues to increase 2005 – 5%

88% 78% 65%     41%

Social Media Demographics Facebook Instagram Snapchat LinkedIn Twitter TOTAL US 68% 35% 27% 25% 24% Men 62% 30% 23% Age 18 – 29 81% 64% 29% 40% Age 30 – 49 78% 26% 33% Age 50 – 64 65% 21% 10% 19% Age 65+ 41% 3% 9% 8%     Source: Pew Research Center 2018

Social Media is Effective, but it’s Not Free Facebook is the best place to start Largest reach of any social media platform – 68% 74% of users are on Facebook daily 90% of users of other major platforms (LinkedIn, Twitter, Instagram, Snapchat) also use Facebook Ability to reach targeted audiences through promoted posts & advertising Facebook limits free post reach Increasingly a paid advertising platform    

Facebook – Post with Limited Reach    

Facebook – Post with Strong Organic Reach    

Facebook – Promoted Post    

See it first in your feed Like & Follow Step 1:     Step 2: See it first in your feed

Any Questions? Jill