Experience HIStory Campaign For 16th Street Baptist Church

Executive Summary

•  Sixteenth Street Baptist Church is an active church in its community

•  The church has a Tour Ministry that oversees all the tours of the church during the weekdays.

•  The church sits in the heart of the Civil Rights District in Birmingham and is right across the street from the Civil Rights Institute and Kelly Ingram Park, the site of many marches in the 1960s.

Current State

•  Listed as a tourist attraction •  Needs an effective communication strategy •  Needs to engage in 2-way communication with it’s

visitors and reach untapped market with its message

•  Social media efforts will heighten fellowship, even among congregation

Why brand the HIStory project via social media?

Creative Samples

www.PresentationPro.com

Target Audience

•  Listed as a tourist attraction •  Needs an effective communication strategy •  Needs to engage in 2-way communication with it’s

visitors and reach untapped market with its message

•  Social media efforts will heighten fellowship, even among congregation

Media Flowchart

Media Schedule

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MONTH TASK MEDIUM

JULY Begin to enhance FB page with custom tabs, cover photos; Launch pastor’s Twitter; enhance pastor’s Linked

Facebook

Twitter

LinkedIn

AUGUST Write press release for 50th anniv. and pitch to media

Promote 50th anniv

Promote Social Media campaign

Newspaper (Al.com print and online)

Church bulletins; face to face tours; website; radio; Facebook, Twitter, LinkedIn

Facebook, Twitter, LinkedIn

SEPTEMBER Follow up with media

Push engagement on social media

Push congregation and visitors to social media

Live Tweeting day of Commemoration

Post photos day of Commemoration

Interviews for Pastor Price

Institute New Social Media Ministry – recruit members; create social media posting schedule and ministry assignments

Newspaper; online

Facebook, Twitter, church bulletin

Facebook, Twitter, church bulletin

Twitter

Instagram

Radio, tv,

OCTOBER Promote ministries

Develop social media strategy with team members

Facebook, Twitter

NOVEMBER Engage audience for Thanksgiving; promote adopt a family

Facebook, Twitter

DECEMBER Engage audience for Facebook, Twitter

9

IMC

Stra

tegi

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Christmas

Recruit e-newsletter “staff” to get stories

JANUARY Promote MLK Day

Launch pastor’s new blog; promote blog, create editorial calendar; write press release

Offer social media training to congregation

Launch 1st quarterly e-newsletter; develop editorial calendar

Facebook, Twitter

Newspaper/online; Facebook, Twitter, church bulletins, tours

FEBRUARY Promote Black History month and church tours

Facebook, Twitter, church bulletins, tours

MARCH Promote annual Multi-racial Good Friday service; invite media

Newspaper; online, Facebook, Twitter

APRIL Promote church anniversary; write press releases; contact media

2nd quarterly e-newsletter

Newspaper, Facebook, Twitter

MAY Promote Mother’s Day Facebook, Twitter

JUNE Push Youth Day; Father’s Day and engage church and online audience

Facebook, Twitter

Budget

Free media – Social media, newspaper and online article coverage, website, blog

E-newsletter – Constant contact cost $180 - $360 (depending on contacts)

Buyer Persona

•  Meet Renee •  44 year old, married mother of 2 boys, 8 and 10. •  Lives in the Birmingham, AL •  Teaches 8th grade English in the city school

system. •  Makes approximately $48,000 as a school teacher. •  She is committed to a healthy lifestyle of

exercising and providing healthy meals for her family.

•  Her hobbies include reading and bowling with friend.

•  Active in her community and volunteers at a local mission serving meals with her sorority sisters of Delta Sigma Theta.

SWOT Analysis

•  Enormous name recognition •  Position in the market as historic edifice •  Usefulness & contribution to Birmingham & AL •  Continued church growth •  National Historic Landmark status

Target Marketing

•  Identifying Target Market •  Identifying the Church’s strengths and using them

to move the campaign further •  Focusing on why we are using social media for this

campaign •  Tell the Story – Share the Story

Smart Goals

•  Promote campaign via church bulletin and audio/visual ministry

•  Promote campaign during weekly tours •  Promote campaign via weekly church

announcements •  Encourage visitors and members to “Like” FB page

and follow Pastor on Twitter •  Poll congregation on social media habits

Budget