New Covenant Community was a local client from Normal, IL looking for a marketing campaign to increase awareness and membership quotas.

1. New Covenant Community 2010

3. Sergio Mazon

4. Alex Garner

5. Tim Facius

6. Raquel Kink

7. KraigWicinskiEvaluations

8. Survey

9. Demographics 377 Respondents 21% Students 79% Bloomington-Normal Community Members 88% Caucasian 48% Male, 51% Female Ages 18-73 Mean Age: 34

10. Awareness Unaided Recall No Respondents Chose NCC Aided Recall 8% of Respondents Location Recall 29% knew the general area

11. Perception Perception of the word Covenant Mean Score: 3.83 on a scale of 1-10 1 conservative 10 liberal 13% perceived NCC as liberal 2 respondents knew a denomination NCC

12. Focus Group

13. What attracted you to NCC? Theme of religious searching Inclusiveness, non-judgmental The People Critical thinking and being challenged Upbeat

14. How did you find out about NCC? Referral from friends/family 6 responses Pantagraph advertisement 2 responses

15. SWOT Analysis

16. Competitor Analysis Athletic Events Football Baseball Hockey Basketball Family time Sleeping Everyday errands

17. Customer Analysis Bloomington-Normal community members Ages 30+ Families Liberal-Progressive Welcome to all races Accepting of the GLBT Community Highly educated individuals: Bachelors’ Degree or higher

18. Target Market Diane 40 yrs old, married to John Children: Alana (14), Joseph (11) Homeowner in Bloomington-Normal Alumnae of Loyola University Law Degree Attorney specializing in public benefits, evictions, foreclosures Volunteers on Democratic political campaigns

19. Target Market Gavin 36 yr old male, living with partner Mark for 1o yrs Neo-Denominational Democratic supporter of President Obama Illinois State Alumnae with Masters’ Degree in Insurance Risk-Analyst for State Farm Fashion is self-expression. Shops at Macys & Von Maur

20. Objectives

21. Objective #1 Increase brand awareness when asked “Have you ever heard of NCC?” among the Bloomington-Normal community members ages 35+ from 8% to 15% in 1 year. With unaided recall, NCC was not mentioned as a church in Bloomington-Normal

22. Objective #2 Increase the percentage of Bloomington-Normal community members ages 35+ who perceive NCC as being Liberal from 1% to 15% in 1 year. When asked, only 8% of 377 respondents said they heard of NCC Survey indicated only 4 of 377 participants thought NCC was a Liberal church

23. Objective #3 Increase attendance of NCC by adding 25% more community members from 60 to 75 Bloomington-Normal community members ages 35+ to the congregation within 1 year. Current congregation size is 60 individuals Adding 25% more members will increase attendance to 75 individuals

24. Creative

25. “NCC Lets Me Be Me” Campaign Slogan Acceptance Soft, confident tone 2 main vehicles Newspaper Billboard

26. Newspaper Ad Components Theme Time Internet Website Facebook

27. Newspaper The Pantagraph Located in the Church Services section 2 column x 2 inches advertisement $92.00/ run

28. Billboard Ad Components Theme Color Internet Website Facebook

29. Outdoor Media Lamar Advertising 10’ 6” H by 36’ W LED digital billboards Veterans Pkwy, Main St. & Front St. intersection Continuous rotation: 10 second intervals No placement fees, complimentary artist support

30. Radio 92.9 Cities Talk FM Local, National, Global current events/issues Encourages intellectual thinking and debate 30-second radio advertisement is $40/run

31. Support Strategies

32. Current NCC Website

33. Future NCC Website

35. $500 for complete redesign

36. Will include the slogan

37. Will have same design and colors as other campaign advertisements.

38. Link to redirect visitor’s to NCC’s Facebook page.

39. Redesign will be simpler and express the acceptance of everyone

40. Include counter to track visitors

42. Media Plan

43. Total Media Vehicle Size/Length Appearance/Dates Cost/Run Cost 5 S a t . r u n s i n J a n . 5 S a t . r u n s i n A p r . The 4 F r i . & 4 S a t . r u n s i n Newspaper 2 col. x 2 in. $92.00 $2,484 Pantagraph N o v . 5 F r i . & 5 S a t . r u n s i n D e c . $1,000 for Every day in Nov., individual Dec. on Veterans billboard. Outdoor 10'6 H x Pkwy. Second Billboard $2, 750 Media 36'W Billboard added in $1,750 for Nov. in downtown two Bloomington. billboard deal. Commercial will air 92 .9 Radio 30 sec. at 5:30pm every $40 $3,640 The Cities day in Nov., Dec. IMC/Promotional Schedule

44. Media Vehicle Budget (% of Total) Budget (% of Total) The Pantagraph $2,484(49.7%) $2,484(24 . 8%) Newspaper Radio $0 $3,640(36.4%) 92.9 The Cities Outdoor Media $2,000(40%) $2,750(27.5%) Billboard Corn Festival Support Bracelets $0 $168 Water Bottles $0 $230 $ 398 (4%) Total $0 Website Redesign $500(10%) $500(5%) Grand Total $4984 (99.7%) $9772 (97.7%) Campaign Expenditures

45. Evaluations

46. Evaluations Objective 1 How to Measure Increase brand awareness when asked “Have you ever heard of NCC?” among the community members in Bloomington-Normal ages 35+ from 8% to 15% in one year. Survey Target Audience Have you heard of NCC? Increase to 15% How did you hear about us? Advertising strategy effectiveness

47. Evaluations Objective 2 How to measure Increase the percentage of Bloomington-Normal community members ages 35+ who perceive NCC as being liberal from 1% to 15% in one year. Survey Perception of NCC What led to this perception? Slogan Corn festival booth Website

48. Evaluations Objective 3 How to measure Increase attendance of NCC by adding 15 more community members of Bloomington-Normal ages 35+ to the congregation within one year. Attendance counts Monthly average Change over 1 year Ask attendees How they found NCC Advertising strategy effectiveness

49. “NCC Lets Me Be Me”