Synergy in Your Communications

Written by Outreach Media

This article is used by permission from  Outreach Media, the largest provider of outreach products and services in North America. 

What communication vehicles are you using to promote your church to the community? Do they work together as a team, or are they individuals standing alone?

 Whatever medium you choose, consider maximizing the power of your communications by giving them a consistent look and feel, as well as linking one to the other. When your message is seen in one medium, it, in turn, directs people to another. The result is a synergy in which the effectiveness of the whole is greater than the sum of the parts.

Depending on the size of the church and the advertising budget, selected media will vary, but following is an example framework for building synergy.

1. Logo
Your logo graphically represents who you are. It is the first, and sometimes only, impression people have of you. Does yours convey the message it should? If it does, use it frequently and with as much consistency as possible.

2. Newspaper Ad
Viewed by many in the community, the ad builds on the logo by providing factual information about where and when you meet. It provides you another opportunity to graphically convey who your church is trying to reach and what they have to gain by attending your church.

3. Direct Mail
Direct mail not only reaches every member of your targeted community, it gives you a voice. What's important to you? How do you want to impact their lives? What are you offering in exchange for their time?

4. Yellow Page Ad
This enduring form of advertising makes its way to every home in your area. What does yours say? Does it bear any resemblance to other print ads you are using? Is the information provided accurate throughout the year? How does it reinforce the image conveyed by every other medium?

5. Web Site
Without a doubt, this is the most complete educational opportunity you have. In a Web site, you can provide far more detail about your mission, ministries, staff and direction, all conveyed with the same graphic identity. If you have a Web site, its address should be included in every medium you use. The Internet provides the unique opportunity to welcome a visitor and introduce them to your church, while he or she remains in the comfort of their home.

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