1. A Marketing Perspective
for
UMM
Jill

2. 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

3. Using Marketing Principles to Achieve Your Goal

4. 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

5. 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

6. 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

7. 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

8. 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

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

10. 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

11. Promoting Your Ministry

12. Three Main Communication Tools
Print mailings
Social media

13. 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
Ability to share the latest information
Very cost effective
Tracking – can see who / how many people opened your message (if using service like Mail Chimp or Constant Contact)
Average % of people who open an is 19% (Constant Contact nonprofit average)

14. 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)

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

16. 88%
78%
65%
41%

17. 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

18. 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

19. Facebook – Post with Limited Reach

20. Facebook – Post with Strong Organic Reach

21. Facebook – Promoted Post

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

23. Any Questions?
Jill