Question

Topic: Copywriting

Church Brochure/flyer- Direction Needed

Posted by Anonymous on 8/7/2005 at 10:43 PM ET 125 Points
I have volunteered to help my church make a brochure and am stuck on the main stuff (front cover!).

Background-
The church I attend is very small (~30 on Sundays). It is a conservative Lutheran church. You can see www.wels.net for the national church page, ours church page is www.crossofglorylutheran.com). Members are mostly white, middle class, primarily college educated. We have a church hall (no steeple or grand windows), but we have blueprints for a proper church building that is still 3-5 years out.

Opportunity-
We have 3 really large relatively expensive apartment complexes that have recently been built in the neighborhood. We have already received permission from one to post flyers for our events and to put a brochure in their welcome folder for new residents and would like to do this at the other two as well. We also want to make gift baskets with local details for a subdivision that is being built adjacent to the church property; this basket will also have a church brochure included.

Problem-
We don’t have a church brochure.

Action so far-
I formed a small group to get some ideas of where we wanted to head. Seem to be consensus on family, belonging, love- “All one family in Christ”. A second idea is the reliability of our beliefs, being based on the word of God things don’t change, that “sure foundation”. Keep in mind we have a liturgical service (think catholic) so are not charismatic or very high energy and don’t want to make a brochure that misleads people else we will waist their time and ours.
They wanted to make a brochure that has the churches name, Cross of Glory, a sketch of our future church building, and the address with some basic things in inside (service times, a note or two about what we believe, some of the activities/groups, details on the kindergarten school…)

The Root of the Question-
What do you think about that plan? Don’t we need a slogan, a main point, some pick-me-up text on the front cover? Or am I over marketing this thing?
How do things work- if people are looking for a church, the cover says we are a church they will pick it up and read it. It is being targeted to new comers to the area so this may be okay.
Or are people –not- looking for a church when they see the flyer. Instead they are looking for a church when mom dies, or a child falls ill, or once the divorce papers are signed. If this is so then to meet this need we need a brand that is recognized. We are not pushy and I don’t want to “market” church to people this will foster resistance. Part of me just thinks we need a clearer, memorable, meaningful, brand message to rally behind.

Do you see my internal conflict here?

If you think we need a flashy message or a tagline, can you offer some ideas?

If you think we should put up just the church name as front and center then just let me know why.

Thanks!
Amanda
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RESPONSES

  • Posted by wnelson on 8/7/2005 at 11:33 PM Member
    Amada,
    I am a marketing professional and a Catholic (close enough to Lutheran to understand where you are coming from. I worked with the youth in my church for about four year, and in particular, with teens who were "converting" to Catholicism. These teens either had no religion - meaning their family missed it along the way - or they were converts from Baptism or another protestant religion.

    One of the major challenges in my "ministry" was that most families look to the church at holidays (we called these people pew potatos - they were in the pews observing, but not participating) or as you said, when people die or need to get married. One of the things I have notices about some of the other faiths is that they target needs better than Catholics (and apparently Lutherans). This is a marketing principle! Other faiths are less structured and they can adapt easier to the needs than we Catholics or Lutherans can.

    That being said, Lutheran faith is much richer than a "one size fits all" that you are describing as your charter. You have many ministries, I am sure, to address young singles, single parents, young families, retirees...everyone. An apartment complex (or three) are made up of many people. I believe that you have something to offer for each "segment." I would not recommend a single brochure or slogan based campaign. People are naturally suspicious of organizaed religion from this regard and will dismiss things not aimed directly to their situation. What I would recommend is that you form a relationship with the apartment managers and as people commit to move in, find out what category they fall into. And then, personalize the message directly to the people. In fact, versus a delivery of a basket to them have someone of similar background in your church personally deliver it! People moving in to an area who meet someone similar to them is a good thing! These representatives cna relate how their "similar" needs are met by the church. This is how I would structure it.

    Hope this helps.

    Wayde
  • Posted by ROIHUNTER on 8/8/2005 at 2:03 AM Accepted
    amanda,

    I have several religious non-profits as clients, one being a Baptist Church with 300 - 400 Sunday attendance.

    I usually ask them this question when I am asked to help with this type of project: "Are you looking for transfer growth (already 'saved' and just seeking a new church home) or are you looking for Kingdom growth (unsaved, true evangelism)?

    For Transfer Growth: Use all the phrases, acronyms, and imagery that a 'good' Lutheran should know. This will scare most of the people you don't want away, and the brochure becomes a filtering method.

    Kingdom Growth: Speak to the audience in their language using phrase and images that will make them feel comfortable in trying you out. Don't write it for the committee, congregation, board or pastor, they already attend.

    If you are doing events, then brand the events not the church, you can always make a brochure for the church for when they truly show interest in your group. Make the events regular and make sure you use the same brand each time for that event. ie - Monthly Fish Fry for ALL! or Family Night - Fun, Food, and Friends!

    Hope that helps ...
  • Posted by michael on 8/8/2005 at 10:55 AM Accepted
    Amanda,
    I have to agree with Wayde on this one. Christianity is a personal relationship but "posting flyers" is rather impersonal. Remember, The Spirit convicts. Your job is to invite.
    So you're brochure should be a track to run on, meaning a well thought out presentation of who you are as a church:
    Dates and times of services (include Holy Days etc)
    Address
    What you are; example: We offer a liturgical service that provides reflective teaching on how God can be real in your life.
    What you're not; example: No chanting, hugging, arm-waiving and money-asking.
    Background of your Pastor>>>>not hype, just so they realize he's a real person.
    People generally avoid church because they think churches are full of hypocrits when it truth the church is full of sinners who sin everyday and hold on to Jesus for forgiveness. They need to hear that!

    In addition, evangelism is a requirement so handing these out gets people in your congregation involved in the Great Commission.

    Hope this helps.
    Michael
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