Fox Point Lutheran Church Marketing Plan

FOX POINT LUTHERAN CHURCHMARKETING PLAN

Hunter Sandidge: Project ManagerMegan Shover: Director of FinanceKristen Fletcher: Research AnalystAlycia Stidmon: Director of MarketingChris Tydd: Director of Creativity

Index

• Executive Summary……………………………..1• Situational Analysis…..………………………...2-5• Strategic Articulation Map………………..…6• Key Issues…………………………………………….7• Objectives……………………………………………8-9• Tactic details…………………………………..…..10-14• Web Analysis……………………………………...15-20• Variance Analysis………………………………..21-25

Executive Summary

1

General Information:Fox Point Lutheran Church is located in Fox Point, Wisconsin. Its mission is to engage enthusiastic followers of Jesus and wields core values of spiritual growth, outreach, worship, relevance, and excellence. Founded in 1948, the church has grown to become a destination church, drawing members from the greater Milwaukee area. Currently, there are 2108 members. Fox Point Lutheran Church offers 3 services on Sunday using both traditional and contemporary sermons. The church does offer Sunday School for the youth, as well as a youth group program for middle and high school students. It also offers a variety of events for members to connect and worship outside of the services.Church Objectives:The goals of Fox Point Lutheran Church are to provide a means for its members to grow spiritually, worship, connect, and engage in faith based activities. The Church also aims to obtain donations from its members so that it can help fund aid for its local and global community. It also aims to increase membership and engage more enthusiastic followers of Jesus. Current Adverse Conditions:Fox Point Lutheran Church is currently facing 4 prime issues. The church has seen a 31.7% increase in its membership over the past 12 years, ultimately filling the Sanctuary’s capacity to a point where members are starting to become uncomfortable. Since 2005, average annual donations per member have decreased by 17.6% (adjusted to 2005 USD). The current communications system has been reported by members to be inefficient. Members are not as informed as they could be, and the current system itself does not align with member preferences. Finally, the services are not distinct enough for the members’ preferences. Remedies:To combat the adverse conditions mentioned above, we have proposed these key tactics, as well as several others:• Offer a Saturday contemporary service at 5PM.• Implement an event coordination system including appointing a director of communications, using social media more

frequently, using bulk email to contact members, and allowing members to sign up on an email-specific list for chosen events.

• Send out a monthly envelope designed specifically to collect donations from members in the privacy of their homes. Ensure that return postage is pre paid.

• Make the 8AM Sunday service distinctly traditional, the 9AM service distinctly traditional, and the 10:30AM service distinctly contemporary. Ensure styling and music align with the suggested type.

SITUATIONAL ANALYSIS

2

Key Observations:• 31.7% increase of members since 1990

with ~10 new members annually• Members have complained about the

Sanctuary’s fixed capacity limit • Sunday 9AM service has the highest

attendance

Situational Analysis

Mem

bers

Financial Situation

Key Observations:• 17.6% decrease in average donation per

member since 2005• Average decrease of $21.10 (2005 USD)

per member annually• FPLC is receiving less 2005 dollars

annually• FPLC is currently facing an adverse trend

that may continue if not addressed

2005 2006 2007 2008 2009 2010 2011 20120

100200300400500600700800 Chart Title

Donations per member (Adj. 2005 USD)

$

Total0

20406080

100120140160

Attendance by Service Time

Mem

bers

3

19901994

19982002

20052007

20092011

0100200300400500600700

Attendance

AttendanceLinear (At -tendance)

31.7% increase

The graph above depicts membership attendance annually.

The graph above depicts member attendance by service time.

8:00

9:00

10:30

The graph above depicts average donations per member annually on an adjusted 2005 rate.

Membership

ProductSituational A

nalysisProducts:• Sunday 8:00

• Traditional• Electric organ, liturgy• No Sunday School classes

• Sunday 9:00• Traditional, yet eclectic• Organ and Chancel Choir• Sunday School available

• Sunday 10:30• Contemporary• Music heavy (keyboard, piano, choir)• Sunday School available

Key Observations:• At the moment, the product type is only

differentiated by service times• Product has been said to be too

“blended”• Entire attendance capacity is concentrated

into these 3 service times

Communications

Current methods of communication:

• Website• Email• The Messenger• Service• Social media(present, but not

utilized)

Key Observations:• FPLC’s current communication system

does not match the preferred methods of the clientele

• Members have made comments about communication inefficiencies

• Many complaints were made about the website

• The clientele is using social media that FPLC is not utilizing 4

SWOT AnalysisSW

OT A

nalysis

Affluent member base

In economic recovery period

Opportunities: Threats:

SWOT Analysis

Fox Point Church

Strengths: Weaknesses:The members are committed Capacity is becoming too fullMembers are open to changes and improvements Communication efforts are inefficient

Large and successful youth ministry

Exte

rnal

Inte

rnal

Growing clientele

Funding is all in house (no government aid)

Decreasing donations per member

Poor budgeting and program allocation

Prime donators are aging

Destination church (broad market)

Extra space available (Chapel)

5

Growth Rate too High for Capacity

Poor Communication System

Finances Decreasing Product Undifferentiated

to Segments

Key

Issu

esTa

ctics

Obj

ectiv

esFox Point Church Strategy Articulation Map

Increase Capacity Better Communication System

Increase Finances

Differentiate Product to Segments

Saturday Service

Video sermon in

chapel

Better website/SEO

Develop social media

Stream sermon Online

Mass email/text

Event coordination

system

Donation events/

fundraisers

Service emphasis

Outstanding member

Donation envelope monthly

Set visible goals

PayPal online

Strategy Articulation M

apIncrease Attendance & Finances Followers of Christ in the greater Milwaukee Area

Make sermon types more distinct

6

Key IssuesK

ey IssuesGrowth Rate too High for Capacity:• The growth rate has become too great for the current capacity to house members in attendance within

a comfortable level

Poor Communication System:• The communications system is inefficient in getting information across to members within the church.

Current methods of communications do not align with customer preferences, and the website is difficult to navigate

Finances Decreasing Annually:• Finances are decreasing as there has been a negative trend over the years in average donations per

member

Product Undifferentiated to Segments:• The current product is not distinguished enough by service time offered, and the types of products

offered need to correspond with the member preference and the respective time at which they attend

7

ObjectivesO

bjectivesObjective:• Increase the capacity to accommodate the

influx of new members so that the ideal rate of 65% attendance is not breached

Rationale:• Average attendance is increasing by roughly 10

new members annually, putting pressure on the “comfortable” capacity limit

• The Sanctuary has limited fixed capacity without the ability to increase capacity via physical expansion

Tactics Overview: • Offer a Saturday Service at 5:00PM• Stream the sermon in the Chapel• Stream a live video of sermon online

Objectives

Objective:• Improve the communication system so that it

reaches more members in a manner that communicates the intended messages more efficiently

Rationale:• FPLC’s current communication does not match

the preferred methods of the clientele• Members, according to Pastor Bill, are

uninformed of events and other general information

Tactics Overview: • Develop the use of social media• Implement an event coordination system• Improve the website and implement and SEO

system• Implement a mass emailing system

8

ObjectivesO

bjectivesObjective:• Increase the amount of donations of each

individual as well as increase the amount of members donating

Rationale:• FPLC has incurred a decrease in donations of

17.6% over the past 7 years, averaging a decrease of $21.10 (adjusted 2005 USD rate) per member annually

Tactics Overview: • Hold donation/fundraiser events• Create a simple to use PayPal connection to

website• Set visible financial goals with a reward

attached• Send out a monthly donation envelope• Have an outstanding member feature on the

website recognizing individuals monthly• Emphasize giving within the service

Objectives

Objective:• Differentiate and distinguish the product to

various segments by each segment’s respective preferences

Rationale:• The current sermon types need to be

emphasized more for the preferences of the segments attending specific time slots

• Product type needs to be identified by segment and their corresponding time of attendance

Tactics Overview: • Offer different sermon types based on time

slots as indicated by segment preference• Add a Saturday service at 5PM• Stream a live video of the sermon online

9

Tactic DetailsTactic D

etailsOffer a Saturday service at 5:00PM

• A Saturday service would benefit the preferences of those members with children under the age of 18

• The graph exemplifies that attendance at a Saturday service would be moderate to high (the graph only shows those who took the survery)

• If a Saturday service were to be implemented, it should occur at 5:00PM

• A Saturday service would free up capacity at the 9:00AM time slot on Sunday, which is the most attended time slot

• If offered, the Saturday service should be a contemporary service

Before 5 PM

5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM After 9 PM

0%

10%

20%

30%

40%

50%

60%

70%

80%

10

8:00 9:00 10:30

The graph above depicts how frequent individuals would attend a Saturday service. It is broken down by service time the member currently attends and whether or not he/she has children under the age of 18.

The graph above depicts what time those who would attend a Saturday service would prefer by total percentage.


etailsOffer a live video stream of the sermon in the Chapel

• If capacity ever exceeds the “comfortable” level, open up the Chapel and provide a live stream video of the sermon in the sanctuary

• This reduces capacity levels and allows individuals with babies or individuals in a rush to not disturb the sermon

• Pricing• Projector - $200• Screen - $400• Video camera - $1,000

Offer a live video stream online of each sermon• Stream a video of each sermon in real time so

that those who cannot make it to the church can still worship

• This may increase membership• This may suit those members with events

preventing them from making the trip to and from FPLC

• Pricing:• Director of Communications: 5

hours/week $7.25, $36.25/week, $1885/year

• Or volunteer position

Use email as a means to contact members

• A mass email system should be implemented, sending 1-2 emails monthly

• Most of the comments on the survey said to contact “as needed”

Tactic Details

Tactic Details

Total

0.00% 10.00% 20.00% 30.00% 40.00%

Twice a month

Other (please specify)

Once a week

Once a month

4+ times a week

2-3 times a week

Social Media

Text

Mail

Information screen in

lobby/before services

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9%92%

11%9%

29%30%

13%0%

11

The graph above depicts the methods of contact that members would prefer on a multi-option total percent base.

The graph above depicts the amount of times members would prefer to be contacted by email.


etailsImplement and utilize social media opportunities

• It is a cost-efficient, simple way to update members without directly contacting them

• It allows members to coordinate events that they want to participate in without burdening the entire membership base with unneccesary information

• Create a director of social media position (Director of Communication)

Create and establish an event coordination system

• Allow members interested in an event to email a specific contact, who then compiles a list of emails respective to each event

• Email only those interested in specific events, using the compiled event lists, so that email blasting does not become spamming

• Implement an individual section for events on the website that gets updated regularly with event details

Improve the website and engage in SEO• Create a member directory page• Update daily• Implement a system for members to

register for events directly on the website (connect to event lists for emailing)

• Personalize• Engage in SEO work

• $150-$350/mo.• Improve navigation

Tactic Details

Tactic Details

Facebook

Twitter

LinkedIn

YouTube

Pinterest

None

0% 10% 20% 30% 40% 50% 60% 70%

64%

11%

35%

33%

25%

20%

12

The graph above depicts the social media sites that members are currently using on a multi-option total percent base.


etailsCreate a section on the website promoting an oustanding member

• Feature a monthly “oustanding member” on the homepage recognizing an individual(s) who has excelled in “assisting the church” (do not openly say donations, though mentioning volunteering is acceptable)

• This may promote a silent ,“friendly” competition, which may consequently increase donations as well as volunteer hours

• This also makes the website more personal

Place an emphasis on the importance of giving within the service

• Emphasize the importance of donating using biblical quotes and examples

• Do this more so around holidays and around tax returns

• Elaborate on where the money goes and who it helps

Send out a monthly envelope that is specifically for donations

• This creates privacy and also a physical reminder to donate

• Have return postage prepaid• This allows for people to be in an

environment where check books and other currencies are on hand

• It is convenient and requires little hassle for the member

• At the end of the year, send members a statement with the quantity they have donated so that they can receive tax deductions

Install a simple way to donate online using PayPal

• PayPal will allow members to donate online using credit/debit cards

• Placing it on the homepage of the website will be an obvious reminder with easy access

• Pricing:• 2.9% of donation charged, plus $.30 fixed usage fee

Tactic Details

Tactic DetailsTactic Details

13


etailsSet visible donation goals with incentives

• This makes goals tangible, allowing for members to physically see where FPLC is at in its goals

• This can be done by creating a measuring stick with a movable marker or by filling an object with sand/water/etc and marking the percentage of completion

• Provide an incentive to reach the goal, such as a party or social event (Pie the pastor in the face)

Hold fundraiser/donation events• Create a fundraising event that serves

both as a social event for members to interact and have fun, as well as raise money

• Such suggestions could be a public dunk tank event (dunk the pastor), youth group coupon books, car show, etc.

• Promote the cause for which the fundraising is going towards

Tactic Details

Tactic Details

Make sermon types more distinct

• Many comments were made about making the 10:30 service more contemporary, especially the music

• Several comments were made about making the traditional services more traditional

• If a Saturday service is offered, many comments suggested that it be a contemporary service

14

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Contemporary

Traditional

8:00 9:00 10:30

The graph above depicts the preferences of sermon type by members corresponding to the service time they attend.

WEB ANALYSIS

15

Web A

nalysis- Hom

e PageSearch bar

RotatingImages

Use yourmembers

Upcoming event list

Home tab always onleft!

16

Web A

nalysis- Event Page

?

Use your members

Events?

17

Web A

nalysis- Sample Page 1

Text heavyNeeds to beits own tab

18

Web A


Keep consistency with tab drop-downs

19

Web A


SuccessfulPage layout

Hyperlink andcontent colorshould be different-href=orange

20

BUDGET VARIANCE ANALYSIS

21

Income StatementVariance A

nalysis

22


nalysis

23


nalysis

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Fox Point Lutheran Church Marketing Plan

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