Developing the Creative Marketing Team

The Importance of

Country Church with Rural Landscape
In deciding the right materials to market churches and their programs, it is important to establish a creative team with a leader and several key people. Such a team might include the senior pastor, ministry leaders and people with gifts of writing, illustrating, graphic design and layout. A common mistake Christians make is to expand the team so no feelings are hurt.

While there is goodwill in making everyone feel a part of the creative process, it is also important for church leaders to understand they are competing with a secular and savvy world. It is time for the spirit of excellence to overtake the marketing department of churches. In the process, revelation and the inspiration of God can work through a small representative team of people and result in powerful and professional marketing tools that will draw people to the church, the ministry or a specific program.

Once the creative team is established, it should begin to assess and evaluate the marketing methods of the past and present to discern what works and what doesn't. The team should also define the current promotional needs of the church. In addition, the team should consider the many marketing options that can get the word out in the best and most cost-effective way.

Traditional marketing methods can still work, but allow the team to move outside of the conventional box. The goal is to consider the many new and different options available and to keep an open mind. This may require the team to include a youth or young adult who is aware of new technology and the latest media and marketing trends.

A partial list of marketing opportunities for today's churches, includes:
  • Web sites with pod casts and forums
  • E-mail campaigns
  • Post card promotions
  • Community outreaches
  • Brochures with modern graphics
Creative teams should meet weekly when in the process of developing a marketing strategy or campaign. Each week, tasks should be assigned to individuals in the group. For example, the writer should start with example copy. The artist should create a look, the graphic design might produce templates and the pastor may want to survey the congregation for input and discussion.

At the first meeting, the team leader should ask some questions that will help determine the overall marketing plan. The following are some questions to pose:
  • Who are we targeting?
  • What are the demographics of our target market, including age, cultural specifics, educational status, ethnicity, and so on.
  • What do want to accomplish? This should be specific. For example, 100 new members this year, 10 salvations a week, 4 outreach activities a month, and so on.

The key to establishing a creative team is to get the right people together who will take the necessary time to develop a marketing strategy or campaign that is relevant and can be accomplished with the available finances and giftings. And remember, whatever the team does, make excellence the standard. It is better to have less that is high quality than to have more that is mediocre.

Written by: Karen Fronek, Make It Happen Marketing