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December 2004
Churches that opt-in to the Still Speaking campaign must attend an “Invitation, Hospitality & Follow-up” training session. Tiffany Vail (right), Associate for Communication & Technology, answers some of the marketing questions brought up at these sessions.
Q: Are the ads running yet?
A: The Stillspeaking ad campaign is on! UCC General Minister and President John Thomas an-nounced Oct. 19 in a live webcast from Church House in Cleveland that the ads will run nationwide in all markets from Dec. 1 to 26.
Q: Who will see the ads?
A: Market research indicates that 60 percent of the U.S. population will see the ad at least three times.
Q:Will the ads work?
A: Not without some work from local churches. Conventional wisdom tells us that a person must receive a message 7 times before they act on it, yet most will see the TV commercials only 3 times. It is up to the local churches to make up the difference.
Q:What can we do to help?
A: Plenty. Run customized versions of the print ads that include your church’s name and address, web site, service times, etc. Place ads in programs at local community events or on restaurant placemats. Have the ads made into posters and hang them on public bulletin boards all over town.
Q: Can we do other things besides print advertising?
A: If your church is in a highly visible location – and most of our churches are – then you can hang a banner or put out a sign. You can also do a direct mail campaign to invite people into your church. Send out postcards and distribute door hangers with the Still Speaking message on them. Encourage members to wear T-shirts at community events.
Q: What if we can’t afford all that because we’re a small church?
A: Join with other churches in the area and do joint ads so you can share the cost. Send out a press release about your church’s participation in the campaign to your local newspaper.
Q:Why can’t I just advertise my own local church instead of getting involved with the campaign?
A: There is great importance in what the marketing world calls ‘branding,’ or the ability to recognize a company by its logo, colors, or looks. In order for a national identity campaign like the Still Speaking Initiative to work, the United Church of Christ needs to become a recognizable brand. In order to make that happen, the UCC churches need to follow the example of McDonald’s and Starbucks by putting United Church of Christ logos on everything from our signs to our letterhead to our pledge cards and our Web sites.
Q: Where can I get help?
A: Visit the MACUCC website or http://www.stillspeaking.com/
resources/ for the latest information and resources to help you spread the word.