North Texas/Fort Worth Media Campaign

Media Plan

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The UUA, with the support of NTAUUS (North Texas Association of Unitarian Universalist Societies), will be conducting an advertising campaign for Unitarian Universalism in the Dallas/Ft.Worth (metroplex) area, June through August 2005.

GOALS AND OBJECTIVES:

The following are the campaign objectives:

• Generate “brand awareness” of Unitarian Universalism in the metroplex
• Create excitement and pride for UUA GA attendees visiting Ft. Worth
• Invite visitors to the GA Sunday Seekers Service
• Increase visitor attendance at the UU congregations in the Dallas/Ft Worth area
• Increase membership in the DFW congregations

MEDIA STRATEGY:

Dallas/Ft. Worth is an expensive and complicated media buying market. For example, there are two major newspapers (the Dallas Morning News and the Ft. Worth Star Telegram), and their respective advertising rates per thousand circulation are higher than other major metropolitan markets.

As a result, and to meet the above objectives, we will combine an overall advertising awareness campaign with a targeted marketing strategy. Radio and billboards will serve both markets and create brand awareness. Limited print advertising in the Ft. Worth market will support GA. Targeted media methods will include direct mail, telemarketing and newspaper inserts by zip code.

Primary Targets:

Because of the size of the market (pop: 2 million; households: 700,000) we have segmented our market based on a combination of geography and lifestyle/demographics. Our primary targets are the geographies around the following churches (in order of importance):

• Pathways
• Horizon
• First Jefferson
• Plano

These churches were chosen because they are all mid-size and will benefit by a focused advertising effort.

Campaign Message(s):

The campaign will roll-out in two phases with different messages.

In June, we will run advertising to create brand awareness, invite folks to attend the GA seeker service, and extend an invitation to visit a local congregation.
In mid-August we will return to the market with a targeted campaign to encourage families that might be “church shopping” during the back-to-school/church season to visit one of our congregations.

June Media Strategy:

Brand Awareness:

• Three billboards in high-traffic locations
• Radio on WERA (NPR), WRR (classical); and KNTU (jazz)
• Print ads in Sunday Ft. Worth Telegram

Target market strategy:

• Direct mail to 50,000 households that profile to be potential UUs (based on their lifestyle characteristics) and are located within a geography as defined by each of the above four churches.
• Telemarketing campaign to the same 50,000 households. Message is an invitation to attend the Seekers Service at GA and/or a local congregation. Telemarketers are local UUs conversant about our faith and knowledgeable about our local church environments.

August “Back-to-school” Media Strategy

Target market strategy:

• Direct mail to the same 50,000 households as mailed to in June
• 4-page, 4-color insert in Ft. Worth Star Telegram and Dallas Daily News to targeted zip codes. Insert editorial content will describe Unitarian Universalism.

Budget:

Campaign Overview

Additional Billboard Photos

Our telemarketing coordinator, Ron Turner, wrote this about one of our billboards: I've seen the billboard on I-35 and it's beautiful! ...Exactly where it's supposed to be. In a wonderful example of synchronicity, as you drive southbound I-35 from Carrollton towards Dallas, about 2 miles past our sign, you will see, on the left, a billboard from PFLAG (parents and friends of lesbians and gays)!!!  Brilliant line:  “be careful who you hate; it may be someone you love.” With group photo.  This proves there really is a god. Click for larger image.

Valerie Holton, UUA marketing outreach consultant, prepared this brief overview.   

Three billboards went up June 1 that will be on I-35/Sandy Lane and I-30@ Morrison.  The third one is the billboard that was used in the Kansas City campaign as well as the Long Beach GA campaign and will have a snipe inviting folks to our GA service on Sunday, June 26.

We have two weeks of General Service Announcement spots starting on Monday on KERA.  These announcement promote our outreach—this NPR station did not allow us to promote our faith.  But Unitarian Universalism is mentioned many times in each announcement, giving us good brand awareness.

We will begin KOAI the week of June 13.  We're using pre-recorded spots from the Kansas City advertising campaign with a live-read at the end. 

Our first 60,000 postcards drop on Monday, June 6, primarily around First Jefferson, Pathways, Horizon, and the Plano church.  All members of N. Texas churches are on the mailing list (we received the list from The World Magazine) so members should be receiving a postcard this week (front, back ).  The second mailing (front, back ) will be in mid-August in preparation for back-to-church/school. 

The telemarketing campaign began June 12 and provides a good “one-two punch.”   Direct mail combined with telemarketing should be highly effective! 

Tri-fold brochures , listing all the N. Texas congregations have been printed and all our congregations will have copies to share with their guests. These were produced with the help of NTAUUS. 

The most important part now is each congregation's role and response to this outreach. 

Unitarian Universalist Association
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