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EdwinComstock


Edwin Comstock is the Community & Environments Pastor at Sound Life Church. It's simply about the way the church looks into the community and then the way the community views the church. My life's work is a clear and passionate reflection of the way I engage in culture and its many communities.

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March, 2009

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Growing the Brand

Monday, March 9th, 2009

When it comes to church branding and marketing, many feel addressing “what?” through brand awareness is enough. Equally important is creating a message that addresses “why?”

“Why should I attend your event?”  ”Why should I connect with your group?”  ’Why should I commit to another night during the week?”

Very few uber-brands (Nike, Coca-Cola, Co., Red Cross, Disney Co.) can sustain and manage a high of a level of memorability and loyalty through awareness. For the rest of us, it is about defining and providing a reason for the experience to occur in the first place. Trendsetting and cutting edge, is not our objective. Creating an environment where people talk to other people about their experience and encounter with God, is our objective. As you focus on growing the brand begin to think about how you can build, sustain and recast the bond between our church and the people we are trying to reach.

Consider these promotional guidelines: Know your competition; Generate a response; Watch your language.

Know your competition.

  1. It’s not the church across town. It’s the thousand of other things someone could spend their time doing. The real competition is everyday life. Give someone a tangible reason why they would benefit from connecting with your church ministry. Begin by asking yourself, “Why should someone connect and experience relationship through this group when the newest episode of American Idol is on television?” Ask the tough questions that will force you to create distinction in the face of all the competing demands. If you don’t, they will.
  2. Generate a response.
    Go beyond simple awareness by promoting and marketing a topical theme, spiritual emphasis or social conversation above your ministry department. This may sound counter-intuitive but if your content is value-added, people will end up promoting your brand and inviting others to experience it. Once people are ready to respond, make sure you have a team in place to follow through. Following-through may mean creating an inviting or engaging environment; answering questions or offering appropriate training. Whatever following-through means for your ministry area, have a team ready to bridge the gap between “observer” to “experiencer.”
  3. Watch your language.
    Guests cannot be expected to understand a church’s culture – the way we do what we do. Yet, that is exactly what it might seem we are asking them to do. Visitors may feel out of the loop because there is no reference point for the words we express. To the insider they carry value, meaning, importance and familiarity. To the outsider they may come across as terms used to express division or exclusion. Think about the words you use – spoken and written. Would a guest understand some of the terms we use regularly?

Posted in brand | No Responses »
Tags: brand, church brand, marketing

Using Content to Create Nuggets (of information not chicken).

Monday, March 2nd, 2009

Blogger’s note: If your content doesn’t Snap! Crackle! Pop! then start here.

an idea worth sharing

Maybe you have been asked, “What’s your blog, facebook, E-mail and Web site address?” Remember when your mailing address was enough? If you are new to utilizing new media tools for ministry communications, its important to realize that there is a thread that weaves the most successful communications plan together — content.

Whether you have launched a blog, created a facebook profile or produced a half-sheet handout, creating value should be your primary objective.

You ask, “I want people to show up. Shouldn’t my primary concern be promoting my event or ministry?

Yes and No.

“Yes,” in that you want to make people aware of your ministry. “No,” in that once people are aware of your ministry, they need a reason to keep coming back. This is where creating value-added content comes into focus. Content, like any other commodity is only as good as its value to the recipient.

Therefore, the primary objective is to create value-added content that earns the attention of what you are promoting. In other words, you must give away something of value so that you can ask for something in return. I call this content giveaway, “the nugget.”

Wikipedia.org defines “content” as “information and experiences that provide value for the end-user or audience in specific contexts.” For our purposes, content can be thought of as any idea, experience or “nugget” of digital or printed good that has added value to a person without the perception that it is simply another promotional offer, coupon, advertisement or call-to-action.

So, what is the difference between value-added content and promotional content?

A PDF of the week’s sermon and discussion notes is value-added content. A PDF of a printed flyer that tells about venue service times is not.

A series of short videos on a facebook or blog page explaining “How-to Build, Retain and Reward Volunteers” would be content. A promotional video that simply highlights the various programs and ministries of the church is not.

A printed sheet explaining “How-to Give Online” is value-added content. A printed sheet that simply mentions that we offer online giving is not.

That is not to say that at the end of the PDF, video clip or printed handout there couldn’t be information about our church, venue service times, and information about our ministries and programs.

The big difference is that the value-added content is primary and the promotion of the organization and its ministries is secondary.

By offering “the nugget” of value-added information, you actually keep people wanting more — information about your ministry, ways to get involved, groups to join, places to volunteer and events to attend.

In an age of new media tools (especially blogs), an importance is being placed on the value and quality of information that is accessible through multiple impressions. It is no longer sufficient to make people aware of your ministry or event. Users are asking for depth and a fresh perspective. You can give it to them. It begins with assessing your current content in one or more of the four channels of communications  — yourself, print, Web, social networking.

The filters you should think about for developing value-added content is:

  1. Is it helpful?
    Perhaps this nugget of information will help people understand a new perspective. Maybe this nugget is good for training or guiding someone through a difficult concept. Good content helps to clarify, instead of clutter.
  2. Is it encouraging?
    The tone of your content (written and spoken) that you use to convey your message should be hopeful, inspiring and authentic. Remember, it doesn’t always have to read like an instruction manual.
  3. Is it worth sharing?
    Really, is it memorable? After I’ve read or heard it, will I want to tell someone else about it? Humor or the unexpected are some ways to create value-added content that has the likelihood of being passed onto others. However, creating humorous or shocking content for the sake of being funny may not add value.

Creating value-added content (the nugget) is part of an intentional plan to communicate truth that can impact people’s lives. Start today by asking, “What am I doing to create content for my ministry that offers a fresh perspective and reaches people in our community?” Then, choose a communications tool (flyer, Web page, blog, etc.) and create value-added content.

Posted in an idea worth sharing | 1 Response »
Tags: content

“Suprise me with joy!”

Monday, March 2nd, 2009

I once had a boss who would utter this phrase just as he was about to ask me to do something big or what I perceived to be near impossible. His thinking, it is not as bad as you think, just surprise me with joy!

At times we all can get locked into doing ministry that we need to take time to appreciate those who do ministry with us — our volunteers. In ministry we have a tendency to “get in a groove.” Grooves can be good. They provide assurance, routine and a model for improvement. Grooves can also be bad – like on the Tacoma Narrows Bridge when the wind gusts violently from one side of the car to the other. They can also be detrimental to growing and sustaining your volunteers in ministry. While everyone likes a challenge, we each need to be reminded of why tw do what they do.

Keeping a Good Thing Going — Recruiting, Equipping, Retaining is part of the Sound Life Church Hospitality Training Series. Download, take a look and let me know what you think.

Posted in hospitality | No Responses »
Tags: awarding, equipping, hospitality, recruiting, retaining

Confessions of a Mystery Visit

Monday, March 2nd, 2009

Sometime back our family decided to take a vacation from our normal Sunday routine. No, we were not planning a trip out of town. Rather, we were planning a trip in town — to visit a neighboring church. You see, unless we intentionally plan an out-of-town vacation, we rarely have a glimpse at how churches in our own communities are doing church.

On one hand, that is a good thing. I love my church and believe in the ministry model, leadership, team and volunteers. I am humbled to be a part of a dynamic team that serves our community each week. So, our planned in-town trip to another church during a Sunday morning had nothing to do with looking at greener pastures or comparing our model to another model.

On the other hand, I realized in being a part of doing our church, I had missed a perspective that prior to my full-time vocation was afforded to me on a regular basis, whether I realized it or not — I could be a mystery visitor at a local church.

After some time to reflect, I had a couple of observations:

  1. “It helps to look above the fray.”
    As a leadership, we must guard against becoming so insider busy that we lose focus of the culture outside of our walls. That is not to say that we pander to every visitor’s request — the music is too loud and the video is out-of-focus, therefore we should change our ministry model. Instead, I believe it is extremely helpful that at least once a year, leadership set aside a Sunday morning to see how church is done at another local church.By visiting another church I had the rare opportunity to reflect and consider the context of our own community. That is, how the people inside our church think about and process the way we chooe to do church. And, since I was a mystery visitor at another church, I suddenly had a first-hand experience of how a visitor may perceive our church on a given Sunday.

    I believe part of our leading from the Spirit of God is to understand what God is doing beyond our church walls. I walked away from my mystery visit with even more questions — “Why are people coming to this church? Why do people like or dislike it here? Is our spiritual growth model tied to spiritual health and relationship, or are we perpetually in recovery? Are we perceived as authentic, or does it come across as a production? Is the language and tone of the communications insider or outsider focused? What would this church feel like to me in six months?” These are questions I asked of my mystery visit, I want to begin to ask them of our church, too.

  2. “Stick to your core knitting.”
    I once worked for a boss who would remark to clients, “stick to your core knitting — it is what got you here in the first place.” He really meant to say that before you change anything that you do, you need to understand who you are and what you are good at and then improve upon it.In church communications and spiritual-growth development circles, a common phrase is to adapt and adjust your ministry model to “close the back door.” That is to understand why people enter and leave and in the process, to identify how you can keep them inside. I believe there is wisdom in tracking and reviewing different ways to reach people. But, I think the benefit comes from first knowing who you are and then using the additional insight to fine-tune. I like measured change — and yes, it can still be big. I just believe you have to know what makes you unique and how changing something can improve what you do, not detract from it.

    I believe chasing down a successful or innovative ministry model can slowly move a church with growth potential farther away from their core knitting. I think we all can agree, change for change’s sake is rarely beneficial.

I enjoyed my mystery visit to another church in our community. I want a chance to do it again, at least once a year. The important thing when visiting is not to compare or judge the way another church does church. This is hard. Especially, when so many questions can rush to the forefront of one’s mind. I think the big picture question to ask is, “who has Christ called us to be in our own community and how can we learn from such an experience?”

In other words, how can we understand ourselves better and deliberately become everything God has intended us to be — right here in the Spanaway, Puyallup, Parkland area? There is so much more we can be doing to communicate God’s truth to our community and I’m glad to be a part of a team that gets that.

Posted in environments | No Responses »
Tags: brand, church brand

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