Prince of Peace

OverviewED

Prince of Peace Catholic Church is a vibrant and growing parish in San Antonio, Texas. Current digital marketing is limited to a table-based and difficult-to-update website

General Parish GoalsParish is looking to increase membership and redesign website

Situation Analysis Summary

Ed

● 5,000 families● increased from 4200 a decade ago● Industry: Faith● Target Audience: Everyone, especially those

within official borders

Demographics● Largely Middle class● 60/40 Hispanic/white● Generally Reflective of area

SWOT summary

Company and General Marketing Strategy

Omari

Currently does print advertising (fliers)Suggest: Add Digital Component

Google Analytics Goals Omari

Membership Growth● Email list/Contact List● Social Media Audience● New Member Online Registrations

Membership Engagement● Social Media Activity● Return Website Visitors● Positive Reviews

Additional things to watch● Bounce Rates● Mobile Access

Referring domains

Increasing Organic SEOSheina

Linking with Organizations● Neighboring parishes -St. Anthony Claret, St. Dominic, St. Brigid● Special Guests -i.e. Musical artist Josh Blakeley

Website Content● Content should be organized in a way that is

easier for users to navigate through

● Homepage is in need of major reorganizing

● Many pages can be condensed to just one

Keyword Strategy● Keywords to emphasize include words that

classify the church’s denomination and lists service times and events.

● According to Google Adwords, search popularity is highest for the following:

-spirit retreats, catholic retreats, acts retreat, catholic mass times,

christian retreats

Keyword Strategy● We also propose utilizing keywords that

reflect other popular services sought after by those within a parish.

● This includes but is not limited to

quinceañera, weddings, Catholic education, and baby christenings/baptisms.

Keyword Strategy● For example:

-catholic baby christening, catholic quinceanera, catholic quinceanera san antonio,

father patrick cronin baby christening

● Next, the most popular keywords for users searching for a catholic church involve mass times or schedules:

-mass times catholic ,mass schedules ,prince of peace mass times, sunday mass

times, prince of peace church mass times, parish bulletin

Keyword StrategyMost importantly, keywords with the name of

the parish must be emphasized, as there are several catholic churches in the San Antonio, TX area who offer the same services and concept of community:

-prince of peace in san antonio, prince of peace, prince of peace catholic

community, peace of peace catholic, prince of peace catholic church, prince of

peace parish

Sample Site DescriptionPrince of Peace Catholic Church | San Antonio, TXwww.princeofpeacecatholic.orgSan Antonio, Texas. A Catholic Community that strives to foster Christian love and continuous spiritual growth and unity among followers of Jesus Christ.

Landing Page Elements● Headline● Subheadline● Images● Explanation

Social Media CampaignSheina

Sample Tweet“Going live with @JoshBlakesleyBand at 6pm in the main hall! The band will be playingsongs from their new album and having free giveaways at the parish this evening.”#princeofpeacesatx, #grateful, #joshblakeslytour

Sample Facebook“Jesus loves you and wants to speak to you especially when you wrestle with doubt. This FatherCronin’s sermon talked about coming to Christ with all your needs and leaving them there.”#dependentonchrist, #princeofpeacesatx

● Sharing their most memorable experiences at the parish.

● Winners would get free admission to a parish retreat.

Contest

● Uniformity in appearance● Good biography (“bio”)

Social Media

● Events● Quotes● Consider Times to tweet● Hashtags● Retweet requests

Twitter suggestions

● Strong Content● Consider Times to post● Hashtags● Similar to Twitter

Facebook suggestions

Inorganic SEO strategiesOmari

CPCSuggest Using Cost Per Click

Sample Ads

Sample Ads

Reviews

Expected Results and Recommendations

ED

Metrics● Difficult to measure without baseline

analytics● Only baseline is general perception of

“horrible website”● But that is still measurable in qualitative and

quantitative ways

Expectations● Growing Mailing list● Growing and active Social Media Audience● Increased Return website Visitors● Higher Webpage Ranks● Reduced “bounce”

Recommendations● Install Analytics● Create “Brand”● Setup Social● Improve Website Content● New Website Design● Increase Digital Marketing

FIX ASAP● Bandwidth limit● Fix missing old pages (301 redirects)● Fix missing new pages (404 errors)

Additional Suggestions● Survey Parish● Use WordPress as CMS

What you took away from completing the project

ALL