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Marketing Overview
Kansas City Media Campaign TestJanuary -June 2003Report prepared by Tracey Robinson-Harris, Director, UUA Congregational Services October 2003 1. Overview of the testFrom January - June 2003 the UUA conducted a media campaign test in the greater Kansas City, Missouri/Kansas market. The goals for the campaign test were to see if, by the use of media, we could:
We chose the Kansas City market after reviewing five potential test markets because it offered:
The media test process included:
2. Components of the media campaign:1.) Billboards
2.) TV Advertising
3.) R adio Advertising
4.) Posters (donated for cost of printing) 5.) Print
6.) Seven public events
7.) "Visiting from KC area?" site on uua.org
8.) Phone info line 3. Assessment Summary:Awareness in the community at large: The post campaign research shows that awareness increased by 4 points unaided and by 6 points aided. The pre campaign research was clear that we had "nowhere to go but up." The messages most remembered were "everyone is welcome" and the tag line from the campaign "The Uncommon Denomination." (a service mark of the UUA) Those who know more about such things than I tell me that, given the relatively short duration of the campaign (four and half months), this increase in awareness is very, very good. More details from the report are available. Attendance: We know that readiness of congregations to reach out to seekers, welcome guests and include new members is what makes for "success" in increasing attendance. One of the most important things any congregation can do (and we did in KC) is an honest assessment of its own readiness and do what is needed to improve where needed. Gathering and using data as a means to an end is important. Growth is, as Loren Mead wrote years ago now, "more than numbers." And the practice of careful and consistent tracking of data means knowing more about who is attending services. That knowledge in turn increases awareness about guests and the capacity to welcome and include. All four congregations experienced increases in numbers of visitors and returning visitors of more than 25% as compared to the previous year. Knowing that meant congregations could be better ready to welcome - in the small things like adding to the numbers of greeters, having an adequate supply of visitor nametags, forms and pens, and by making changes such as adding a "Welcome Back" table for returning visitors with different information than the first time visitor ("Welcome") table offered. Seeking to increase attendance at the primary worship services by 25% was an ambitious goal. One of the congregations reported a 24.9% increase during the period of the test. The others also showed increases in attendance - significant but more modest with one reporting an increase of 11-12%. Membership: We did not set a numeric goal for increases in members during the campaign test period. We expected that we would not see new members as a result of the campaign until fall. In fact folks began joining the congregation they had chosen about two months into the campaign. New members as a result of the campaign continued through the Spring. The congregations are tracking and reporting data through December. 4. Post-Campaign Research
Advertising Awareness Values Awareness
5. Changing the environment and behaviorsEnvironmental change While hard to measure in numbers, two intangible results of the campaign are clear. One is the sense of "pride" in the congregations and in individual members for our faith. Another is that community awareness of our faith opens a door - sharing our faith with friends, neighbors, co-workers, congregational guests is no longer a "cold call." The challenges in such a changed environment are to keep pride from turning to arrogance and to walk through the door opened by heightened awareness, inviting the seeker in. The changed environment also has an impact on other congregational advertising. This advertising is not appearing in a "vacuum" of awareness about UUism. Where the community has low awareness of UUism, advertising the congregation and its worship services and/or programs has no larger context for meaning. Providing context through a campaign gives greater meaning. Working together At the conclusion of the test period, all of the congregations expressed their appreciation for the stronger ties, the "lateral relationships", that had developed. Along with this greater sense of partnership and collaboration, we also realized the value in being candid about such things as turf, competition, and assumptions about the "other" congregations that needed to be named and checked out. Together we can do more than any one of us can alone. Witness the Chalice Lighters grant for the area congregations brochure, the support of the District and District Executive, collaboration among the congregations in events, and the UUA focusing on what we can do to support growth working with the District and area congregations. Changes Made in Congregational Behaviors included the following:
6. Congregations and the mediaThe impact of the campaign in the congregations varied. While the two largest (and both minister led) showed increases in members and visitors directly as a result of the campaign, the impacts on the two smaller (and lay led) congregations were largely in terms of improvements in media skills, data tracking, welcoming and inclusion, and relationships with the other congregations. The smallest of the congregations (and most specialized) showed no visitors as a result of the campaign. The two larger congregations also noted the improvements noted by the smaller congregations. Generally media "know how" of congregations is not strong. A variety of simple resources would make a huge difference, creating greater access and effectiveness. Resources might include templates for press releases, tips for talking to editors, how to use various media opportunities such as faith page ads, calendars; a simple "media 101" tips sheet, how to build media relations beyond placing an ad. This is an area where the UUA can take a resource and training role by providing basic and easily accessible resources. One specific and simple example: Public Service Announcements are often mentioned in relation to "religious advertising" and a simple PSA kit could help congregations develop the skills and tools needed to take advantage of this medium. 7. SurprisesWe saw folks joining the congregations as a result of the campaign within 2-3 months. We had expected visitor numbers to go up during the campaign but not to see new members as a result of the campaign within that short a time frame. Visitor and return visitor numbers increased by more than 25% over the previous year. The numbers were a surprise - a result of the campaign itself and of the congregations' heightened awareness and better ways of knowing who comes through the doors. The billboards met with some initial skepticism from two points of view - those who feel they did not "fit" us and those who feel billboards are an environmental problem. Research, data and anecdotes indicate that, in fact, they were very well received. Both members and visitors comments showed positive response even after some initial skepticism. The tab insert in Kansas City Star - a late addition to the campaign - met with skepticism initially ("you mean like the grocery store ads?") and ended with folks wanting it "delivered to MY zip code." The "different trinity" - our edgy test message - was also very well received with only one negative response from a KC resident who is a conservative Christian and read the message as "bashing" the Christian trinity at worst or not understanding it at best. (FYI - the only other negative responses I am aware of were several phone messages left on the info line during the advertising of the "Commercial Closet" event focusing on portrayals of gay, lesbian and transgender folks in advertising - all of them saying we were going to hell.) With a four and half month lead time, the congregations we were able to move quickly, make decisions, make changes and be ready for the mid January launch. 8. What could have been better:Time frame - four and half months is not much time; while awareness was increased we'd have a better read on our success and most likely a greater increase in awareness if we had run the full six months. (We did not due to costs consideration and timing of the test.) Lead time - congregational leaders expressed the wish for more lead time for budgeting, training and preparation. Public events - The intent of the events was to create a venue for "personal connection and invitation". While each event was well done, and often successful for the congregation(s), only three were successful in the context of the campaign by bringing in folks from the community and making connections to UUism and the local congregations - Wes Jackson forum at All Souls co-sponsored with the Sierra Club, Bill Schulz event on KU campus in Lawrence co-sponsored with KU Amnesty group and Bill Sinkford preaching at All Souls. A challenge was lack of experience in doing major public events with a seeker focus. The good news in this regard is that the media (bill boards, radio and TV) were strong enough to get folks to make contact by phone, email or by visiting. Readiness - Congregational leaders tended to think they were more ready and able to welcome and include guests than they were. All found there were a number of things to consider including their capacity to track and respond to guests. While each congregation had areas of strength, none had a fully adequate and complete system before the campaign began as they developed for the campaign. All congregations reported improvements in their data gathering and welcoming processes as a real and long term plus from the campaign. Accurate data is one means to the end of hospitality. Appendix I: Costs and BenefitsCost Benefit Analysis
Summary of costs for the media test in KC: $28,600 creative and production for billboards, radio spots, TV ads and print
$212,600 total cost Appendix II: Data TrackingTracking Data: numbers as a means to an end date # of adults in worship and RE # of children and youth ages 13-18 # of adult local visitors 1 ST time # of adult local visitors returning new members this month members "lost" this month total membership with changes months total & average Appendix III - How Newcomers are Welcomed and Engaged in the Congregational SystemA Path to Membership
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