Watching the Apple Keynote a couple weeks ago, I was struck by the consistency of everything. The event took place in the new Steve Jobs Theater, but it felt like Apple was giving a presentation directly from one of their flagship stores. The beautiful white and black contrast, the clean and minimal designs, and the sleek feel that we’ve come to love and expect from Apple was on full display.
This was intentional. This is integrated marketing.
On a basic level, integrated marketing is a holistic approach to marketing. It presents a unified message from your organization at every single interaction with a consumer or guest. Sure, this sounds great in theory, but a company like Apple has millions of dollars in their marketing budget each year… how does this apply to a church? Here are 5 practical ways to start using integrated marketing at your church.
1) Start where you are
For your church, integrated marketing could be as simple as using the same font and colors throughout every piece that you make. Use brand fonts and colors consistently to create a visual identity that people can know and expect.
2) Define your mission and vision
It’s nearly impossible to produce a unified message if you don’t know what that message is in the first place. Sit down with senior leaders and make sure your mission and vision are crystal clear.
3) Test and evolve
In the ‘90s, Mazda started using the slogan “Get in. Be Moved.” in all of their advertising campaigns. Eventually, they realized that this phrase was too vague and didn’t produce the messaging that they wanted. In in the early 2000s, they changed their slogan to “Zoom Zoom”, a phrase that many of us know today. They found something that worked better than what they had and made the change.
4) Pick your channels
As church communicators, it’s easy to have the urge to put your message out on every channel (social media, newsletters, emails, YouTube, etc.). Resist this urge. Go where your audience is and don’t waste time or resources where they’re not.
5) Talk to your team
Speak to ministry leaders and ask them how you can help them communicate their message. Odds are, the purpose of their ministry will/should fit in with the message of your church. When you regularly meet with your team, you will get a better picture of your church and who you’re reaching.
What are some ways that your church practices integrated marketing now? What are some ways that you can improve?