Strategy

Reaching intended audiences through intentional, targeted stories and content

 

Strategy

Reaching intended audiences through intentional, targeted stories and content

Social Media

Sample marketing plan: Christmas at St. Andrew

Christmas at St. Andrew was a collaborative effort among St. Andrew ministry leaders to bring Christmas joy to North Texas throughout December 2020.  Marketing involved targeted advertising and storytelling to invite our community to the experiences.

Events
Schedule
Sample Posts
Results & Report
Events
Sample Posts
Results & Report

EVENTS

St. Andrew United Methodist Church hosted Journey of Lights, which included a light show in the creek in the middle of campus.

JOURNEY OF LIGHTS
Dec. 11-20, 2020

Journey of Lights immersed guests in Christmas environments throughout campus, including a 30-minute light show, photo-ops in a snow village, and a gentle nativity scene.

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DRIVE-IN CONCERTS
Dec. 20 & 21, 2020

Drive-in concerts treated audiences to two different styles—one night featuring Handel's Messiah, and the next with Imperial Brass big band playing live, family favorites.

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CANDLELIGHT SERVICES
Dec. 22-24, 2020

We returned for the culmination of the Advent season through live, online, and drive-in services. Together we joined for hymns and the singing of Silent Night by candlelight.

POST SCHEDULE

December 1-25, 2020

  Facebook Link   |     Instagram Link

FACEBOOK EVENT LINKS

• Journey of Lights

• A Service of Comfort and Hope

Christmas Concerts

• Handel's Messiah
• Family Favorites

Christmas Candlelight Services

• Sanctuary Services
• Drive-In Services
• Online Services

1

Regular Post:
Call to Action:
Volunteer to help guide guests at Journey of Lights
(Audience: Page followers and their friends)

2

3

Ad:
Journey of Lights
(Audience: Parents, pre-event)

Ad:
Journey of Lights
(Audience: Young Adults, pre-event)

4

5

Boosted Post:
Call to Action:
Give to St. Andrew Global Ministry, which supports indigenous families in Costa Rica

6

Boosted Post:
Call to Action:
Second request to volunteer as guides at Journey of Lights
(Audience: Page followers and their friends)

7

Regular Post:
A Service of Comfort and Hope — Special service at St. Andrew to help those grieving during the holidays

8

Ad:
Handel's Messiah Christmas Concert
(Audience: Adults, music interests)

Ad:
Family Favorites Christmas Concert
(Audience: Families with children)

9

Ad:
A Service of Comfort and Hope

Boosted Post:
Journey of Lights

Boosted Post:
Christmas Concerts (combined post for Messiah and Family Favorites)

10

Ad:
Christmas Candlelight Services

Ad:
Journey of Lights (Audience: Parents, during event)

Regular Post:
Journey of Lights

Regular Post:
Candlelight Services

11

Ad:
Journey of Lights (Audience: Young Adults, during event)

Regular Post:
Journey of Lights sneak peek video

Regular Post:
Journey of Lights downloadable wallpapers from light show photos

12

13

Regular Post:
Ask Arthur sermon
Call to Action:
Submit your questions to be answered by Arthur in Dec. 27 sermon

14

15

Regular Post:
Messiah concert — link to Wall Street Journal article mentioning the concert

16

Boosted Post:
Journey of Lights —
video of Director of Music inviting community to light show at JoL

17

Ad:
A Service of Comfort and Hope

Regular Post:
Journey of Lights — only one weekend left (with photo from light show)

18

Ad:
Christmas Candlelight Services — Ad specifically for drive-in services

19

20

21

22

Regular Post:
Christmas Concerts: Photo recap of event and thank you to guests and artists
(photos by Ben Skye)

23

24

Regular Post:
Christmas Eve Worship:
Video of vocalist performing O Holy Night from previous week's light show

25

Regular Post:
Christmas Candlelight Services: Merry Christmas with photos from in-person and drive-in services
(photos by Ben Skye)

SAMPLE POSTS

AD: JOURNEY OF LIGHTS

  • Highlighted toward families with children (early childhood, preschool, elementary)
  • Targeted interests including:
    Christmas, Christmas lights, Christmas trees, Christmas music, Christmas decoration
  • Photographed and selected moments that resonate with families

Photos of Journey of Lights and Sanctuary by Chris Derrett

Journey of Lights: A walk-through Christmas celebration. Only 1 weekend left! St. Andrew UMC, Plano. Christmas light...

Posted by St. Andrew United Methodist Church on Wednesday, December 16, 2020

PAGE POST: CANDLELIGHT SERVICES

The light of the world shines through the darkness. standrewumc.org/Candlelight As we prepare (and rehearse, as...

Posted by St. Andrew United Methodist Church on Thursday, December 10, 2020

SAMPLE POSTS

AD: JOURNEY OF LIGHTS

  • Highlighted toward families with children (early childhood, preschool, elementary)
  • Targeted interests including:
    Christmas, Christmas lights, Christmas trees, Christmas music, Christmas decoration
  • Photographed and selected moments that resonate with families

Photos of Journey of Lights and Sanctuary by Chris Derrett

Journey of Lights: A walk-through Christmas celebration. Only 1 weekend left! St. Andrew UMC, Plano. Christmas light...

Posted by St. Andrew United Methodist Church on Wednesday, December 16, 2020

PAGE POST: CANDLELIGHT SERVICES

The light of the world shines through the darkness. standrewumc.org/Candlelight As we prepare (and rehearse, as...

Posted by St. Andrew United Methodist Church on Thursday, December 10, 2020

RESULTS

Total Content Pieces  |  35  (Facebook + Instagram total: 61)

Ads  |  10

Ad Cost Per Click  |  $0.37

Ad Click Through Rate  |  1.73%

Click/tap below for the Ad Report on Google Sheets.
*Budget totals hidden for confidentiality

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RESULTS

Total Content Pieces  |  35  (Facebook + Instagram total: 61)

Ads  |  10

Ad Cost Per Click  |  $0.37

Ad Click Through Rate  |  1.73%

Click/tap below for the Ad Report on Google Sheets
(Budget columns hidden for confidentiality):

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Storytelling Strategy

Subtitle if needed

Storytelling summary

MULTI-DAY EVENT: HOLY WEEK AND EASTER