12 Steps to Developing a Media Strategy Eric W. Ramsey North American Mission Board, SBC

WHAT IS MEDIA? b Media are vehicles that transport a message.

List some forms of media… b Television b Radio b Newspaper b Web Page b Direct Mail b Brochures b Audio Tapes

List some forms of Media... b Video Recordings b Music b Preaching b Newsletter b Signs b b Fax b Power Point b Displays b Books b Order of Worship b Word of Mouth b Telephone b Drama b Special Events b Signing

List some forms of media... b Novelties b Cards b Personal Letters b Prayer Lists b Décor b Facial Expression b Body Language b Art b Demonstrations b Prayer Vigils b Worship Services b Concerts b Carnivals b Festivals b Craft Shows b Missions Fairs

Common mistakes... b Doing it because it worked somewhere else b Targeting a “medium,” not an “audience” b Carelessness (USE SPELL CHECK!) b A “shotgun” approach b Doing what YOU like b Use of Christian rhetoric

Common mistakes... b Highlighting “what we don’t do” instead of highlighting “what we do” b Promoting a program instead of highlighting a benefit b Not taking advantage of the calendar b Promising what you can’t deliver b Relying on a single medium

Common mistakes... bUbUbUbUSING MEDIA WITHOUT A STRATEGY

1. Research Your Community b Demographics b Psychographics b Primary Research b Local Media Professionals b Public Records

2. Define Your Audience b According to: Core ValuesCore Values Purpose StatementPurpose Statement Vision StatementVision Statement CommunityCommunity God’s LeadershipGod’s Leadership

3. Identify Community Needs b Psychographics b Surveys b Local Advertising that is Working b Relationships in the Community b Civic Organizations b Others …___________________

4. Identify Your Strengths b What are you doing well? b NOT what you hope to do well b What human resources are available? b What is God doing?

5. Compare Community Needs to Benefits You Can Provide b Where do the “needs list” and the “strengths list” intersect? b Chose ONE Benefit b Remember, “Benefits sell, programs don’t”

6. Compose a Message b Based on the “one benefit,” create a message. ShortShort SimpleSimple Narrowly focusedNarrowly focused PositivePositive

6. Identify Mediums b What specific mediums will best target your audience? b What specific mediums will find your audience? b Plan to use more than one medium. b Identify mediums that will fit a realistic budget.

7. Produce Media b Use Professionals b Connect each medium with a common design. b Relate each medium to another. b Be sure the design connects with the target audience. b Be sure the design reflects your core values.

7. Produce Media b Remember, a medium will shape a message -- positively or negatively.

8. Test It! b Focus Groups Assemble a group of people who fit your target group.Assemble a group of people who fit your target group. Allow them to experience the media.Allow them to experience the media. Allow them to respond to the media.Allow them to respond to the media. b Allow current “customers” to respond.

9. Assemble a Media Calendar b Take special events into consideration b Usually first and third quarters are less expensive in commercial advertising. b Consider a “heavy on, then off” approach. b Use multiple mediums at the same time. b Calendar at least one quarter at a time -- a year if you can.

10. Launch the Strategy b If you are using commercial media, never settle for “rate card.” b Contracting commercial advertising for more than a month at a time will save you money. b Have a tracking system in place.

11. Track and Evaluate Results b “How did you hear about us?” card b Don’t expect BIG results immediately. b Look for patterns. b Track according to: MediumMedium DemographicsDemographics TimeTime EventEvent

12. Adjust Strategy b NEVER stop evaluating and adjusting strategy b BUT, don’t be too quick to abandon a strategy b ALWAYS be on the lookout for what God is doing and join Him.