From the mailbag...
"We are currently realigning our Marketing, Media and Communications Departments. One of the issues we are working through is when a pastor and/or director comes to you wanting to advertise their upcoming event, who on staff makes the call on what avenues the event will be advertised? Handouts, website, video, etc. How is that communicated to the pastor and/or director as well as the staff?"
Our systems facilitate these requests based on decisions we make in advance. It's not a case by case call and there isn't one person who decides or follows up on individual requests. Up front...we've documented a) our all church communication values and b) our all church communication priorities. From there, it's almost a plug and play.
Of course there are special circumstances that have to be addressed on occasion, but for the most part, our system removes subjectivity by prioritizing promotion mediums based on heavy, medium or light emphasis (categories defined by audience scope).
Some general guidelines?
- We invest minimal resources into print materials (they have a shelf life, create activity with little return and add clutter). There are no ministry or event brochures. We don't attempt to go for the "sell" with print materials (one exception...series postcards). We invest that energy into personal invites and the event experience.
- All events are important but are not appropriate for all church consumption.
- Our primary communication vehicle outside of the weekend bulletin is the web site and weekly enewsletter.
- If it's part of the series (or a next step out of the series), it's appropriate for the auditorium via announcement, media or art element (live, print and online).
- If it's not part of the series or a next step out of the series but still affects a large audience, it will be included in the weekend program and on the web site.
- If it affects a smaller audience or niche, it's listed on the web site.
- When we do need print materials for events; it's focused on postcards with the who, what, where & when. No marketing "why" or fancy graphics are included.
These posts from the archives might also be helpful.