citc brand positioning debrief feb17-final
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Bringing backBringing back
communitycommunity
Arriving at a powerfulArriving at a powerfulbrand positioning forbrand positioning forChurch in the CityChurch in the City
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Definitions ofMarketingModern sense of the word emerges in 1920s
Marketing is the humanactivity directed at satisfying
human needs and wants throughan exchange process. (Kotler 1980)
The rightproduct, in the
rightplace, at the right
time, and at the rightprice.(Adcock, et al)
A social and managerial process by whichindividuals and groups obtain what they
need and want through creating andexchanging products and values with
others. (Kotler 1991)
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Marketing is easy to doMarketing is easy to dobut tough to dobut tough to do wellwell..
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The job ofa market researcher is
simply to study and understandpeople. After that, marketing is
simple.- Howard Aster
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Needs Need - State of felt deprivation.
Physical, social, psychological
Most basic underlying concept ofmarketing
Want - The form taken by human needs as they areshaped by culture and individual personality.
Demand -Wants backed by buying power.
Understanding the distinction betweenwants and needs is very powerful and
important when trying to understand the target market and develop marketing strategies.
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A Feature is an attributes of the product.
A Benefit is how a product feature positively translates into their lives.
Ask: So what? Why should I care?
Features & Benefits
People buy benefitsPeople buy benefits
not features.not features.
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Features & Benefits Functional benefits:
The tangible benefit the product offers the consumer.
Emotional benefits:
Also called self-expressive benefits
How the product or brand makes me feel and/or what it says about me.
What are the key functional and emotional benefits for the following brands?
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The Challenge
People dont know of the vibrancy thats going on
here. I think we need to get that outside more because
we have a low profile on the street. Its just so alive in
here. But when youre walking across the street, youdont know thats happening inside.
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whatwe did: the strategic need
driving this project
The CITC elder board wishes to develop an
effective brand nameand positioning
statement that epitomizes thevalues ofthe
Church. To do so, the boardwould like to
understand how members ofthe
congregation view the Church and theirpersonal experiences with CITC. Specifically,
theywould like to knowwhat inspires
people to attend CITC, and how to
communicate that message to a broader
audience. To achieve this, a holistic view of
theemotional drivers is required to create
meaningful, relevant platforms that can beleveraged in future brand communications.
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whatwe did: project objectives
The Ultimate Objective: To fully understand the emotional drivers that
inspire people to attend Church in the City. The insights will
help shape the Churchs brand name and positioning for the
future.
This will be achieved by:
Understanding what it means to be a Christian in todays society.Exploring the frustrations, tensions, and issues that arise in theirfaith and life.
Exploring the emotional triggers and barriers to joining aChurch; in particular to understand what experiences or lifetransitions lead individuals to seek out a Church.
Identifying the emotional territory that members associate withCITC; to identify what specifically inspires people to attend CITC.
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Marketing planning process
Analysis Objectives Strategy Planning Execution
Whats going on?How are we doing?
Consumer analysis Customer analysis Competitive analysis
Trial, Awareness Brand Equity
What doessuccess look
like?
Brand VISION
Target Market
Positioning
Which choiceswill best achieve
our objectives? Choosing theMarketing Mix(4 Ps)
Product Price
Promotions Place (distribution)
How much do wespend? on
what? where?
when? Budgeting costs,timing and feasibility
Tactical planning Resource allocation
Making it allhappen!
Executing the plans inthe market Includes
implementation,Design, Ad
development, mediaairing, etc.
Did it work? Were
we successful? Trial, Awareness Brand Equity
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What does our Church stand for?
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our church brand
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our church brand: a source of community in
a big city
Cultural oasis in a big city: For many,
CITC represents a cultural oasis in the big
city of Toronto where the immensity andcoldness can often lead people to feel
spiritually and emotionally disconnected.
People view CITC as a source of community in a big city that
otherwise offers very little
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in their words
Your kid isnt glared at if they
do make a noise and theyre part
of a community. Jesus saidlet
the children come unto me,and
I know how disruptive children
are, and Jesus told the disciples
to back off and let the kids come
sit with him and our church is
being a great example of that.
It is very difficult in a large city tohave the unity, the diversity andthe commitment with church. Its
almost impossible to find the
required Christian ideals andprinciples in a church. And theyservice one specific community
with these goals and theseaims.
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our church brand: connection keeps people
coming back
Cherish the human-side: The traditions at
CITC that facilitate human connection is
what people look forward to and cherish the
most.
Human connections make us strong:
Whether it be praise reports, meaningful
conversations during coffee breaks, or an
overall genuine interest felt from others,
people feel they are valued and part of a
community and as a result keep comingback.
The genuine human connectionpeople feel is what keeps themcoming back
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in their words
This is a church that clearly is
connected to one another and Paul
was not a hierarchical kind of pastor.
He is very much a Sheppard, and
somebody who would listen to you
and hear you out and not a
charismatic, tell you what to think kind
of person. His personality was a big
part of what locked us in here
Ive been to churches before wherethey had a coffee break, butwhere theres just the line-up
and people are just hoping the
service will start again so theydont have to talk to anyone. Buthere its like Ok, people can we
wrap this up? I know you want toget the update. It was just
genuine. Genuine would be a big
word for me. Genuineconnection.
Everything just lined up. I got thesense that everyone was
invested in one another andeveryone knew each other. I
thought this was going to be thebeginning of my Church hopping,
but I didnt go anywhere else,and Ive been here ever since.
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our church brand: diversity symbolizes you
too will be accepted
Diversity viewed with fondness: People
look at the diversity within the church with
great fondness. The diversity represents asign that as a church, we put our money
where our mouth is and our values truly
support the ideals ofgrace and acceptance
in the eyes of God.
Reminder that they are welcome: The
diversity within the church is an ongoingreminder that they are entering a place free
from all forms of discrimination and
prejudice.
The ethnic, cultural and demographic diversity within the church is
a sign to all members that they too will be accepted
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in their words
Its the unity of the church thats so great,because I was really just taken by how
diverse the congregation was, in terms ofage, in terms of ethnic background, in
terms of ability, there are people in theirwheelchairs. This is what the body ofChrist is supposed to look like. This is
everyone, everywhere here. This is a littlerepresentation of the cross-section of
humanity here and in genuinerelationship with each other.
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our church brand: looking for more is what
unifies us
Members often find themselves drawn to
CITC based on their past frustrations
with other churches often stating other
churches are:
Too hierarchical
Lack openness and cultural diversity
Dont facilitate genuine and meaningful
connections
Lack overall warmth and graciousness
Inadvertently treat youth as not part of
the community
Looking for more as the common link:
This becomes a sense of pride and unity
between CITC members as they often share
their fondness for how CITC is different as a
way to connect to others.
How CITC differs from other churches is a source ofpride for the
those that attend it
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in their words
Big hollowed halls, one person every 55 steps, you
have to wave at the person sitting next to you. Its
always been about a group of people working together
in my mind. When I walked through this door, I said
wow, Im going to be here a while. It suited what I
thought a church should be about Unity, community
and togetherness
Having their support (church), justdrew me to church more andmore. It took me away from
stereotypes and I just startedseeing the whole truth about
who God was.
Having been in a big church, we
didnt like the hierarchy, didnt like
the personality, didnt like the
organizational difficulties of
actually plugging in. We had been
intentional about plugging in,
going to a small group, but wedidnt have a connection with the
general church population.
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our church brand: offer for a more balanced
way-of-life
Feeling out-of-sorts: People are coming to
church with all different back-stories. Most
of the time people feel their life is in somestate of disarray where they are not using
their time as they would like, not being as
prudent towards theirChristian values and
generally not being where they want to be.
On-going balance and support: For those
that get involved with extra-curricularprograms, they maintain hope that their life
can be in balance and they are better
equipped to lead the life they want to lead.
The fact that CITC is a way of life and not a weekly event, gives
people hope that their lives as a whole can be in balance.
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in their words
You really get the sense that
Church and your life are
supposed to be one.Not justSunday, its the
connections that happen duringthe week that are so valuable.
Truly the highlight of my fall waschurch on Sunday and womensbible study on Tuesday and justgetting to really be with people
who were really interested inknowing who I was who were so
willing to share themselves too.
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Positioning
Positioning starts with a product. But positioning isnot what you do to a product. Positioning is whatyou do to the mind of the prospect. That is, you
position (place) the product in the mind of the target
market.
- Ries & Trout, Positioning, 1972
Positioning happenswhether you want it to or not.
All brand interactions influence positioning.
The moreeffectively your brand can own a valuableposition in the targets mind, the moreefficient all your
marketing efforts will be.
The place in peoples minds that your brand occupies. The first thing you shoulddo in marketing.
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Ideas and dreams.
Human connection.
Sense of community.
The non-religiousone.
The evangelical one.
The traditional one.
For imperfect people.
?
Positioning: actual position could be anything
A brands Actual Position in the mind of the target could be based in
function, values, emotion, design, executional elements, etc. and it can be
different for different people.
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FOR[Target market and key unmet need]
[ourbrand+product]
is/provides/offers [key emotional end benefit provided]
Because unlike [key competitive frame of reference],[key POD benefit vs. competition]
The target can believe this is true because [factual reason-to-believe
that makes your key point of difference believable to your target]
Positioning Statement framework:
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Target market and key unmet need
ourbrand+product
Key emotional end benefit provided
key competitive frame of reference
key POD benefit vs. competition
Reason-to-believe
that makes your key point ofdifference believable to your target
Forpeoplewho arent into church, who are
looking for a non-institutional way to explore
their faith,
The meeting house provides away to exploreyour faith in a decidedly irreligious way.
Because unlike other more traditional churches,
The meeting house allows you to live out the
vision of real church and explore issues of
importance.
The target can believe this is true because The
meeting house does not have sites in traditional
church locations. There are nine meeting house
locations across Ontario, meeting in rented
movie theatres and meeting locations to live
out this vision ofreal church.
Positioning Statement framework:
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Target market and key unmet need
ourbrand+product
Key emotional end benefit provided
key competitive frame of reference
key POD benefit vs. competition
Reason-to-believe
that makes your key point ofdifference believable to your target
For people on a spiritual journey from all walks of
life, who are looking for a sense of community in a
big city
Church in the city provides a safe place to explore
your relationshipwith God with compassion and
without judgment , and to experience Gods grace.
Because unlike some churches, CITC is a vibrant faith-
based community that honors Jesus Christ as the
center of our faith and is not simply a place where
people gather for church on Sunday.
The target can believe this is true because we rely on
the authority of the Bible .we follow Jesus, foster
genuine relationships, are actively engaged in urban
ministry, teach from the bible, and offer multiple
opportunities to serve, to connectwith others, and to
growspiritually.
Positioning Statement framework:
Church in the City
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One brand, multiple touch points.
One church, multiple campuses.A brand is a living entity. and it is
enriched or undermined cumulatively
over time, the product ofa thousand
gestures.
Michael Eisner, CEO Disney
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Our Church Brand
Community
Diversity Connection
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A spirit ofconnection
and
community
Where did community go