FELC: Awareness Campaign

B. Natale, E. Toth, M. Tubbs, S. Wentz, M. White

Department of Communication

Capital University

FELC: AWARENESS CAMPAIGN

The MEMBS Group

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Table of Contents Table of Contents .......................................................................................................................................... 2

Executive Summary ...................................................................................................................................... 5

Situation Analysis ......................................................................................................................................... 6

First English Lutheran Church .................................................................................................................. 6

ELCA Transformational Ministry Program .......................................................................................... 6

Mission .................................................................................................................................................. 6

Vision .................................................................................................................................................... 6

Motto ..................................................................................................................................................... 6

The Publics ............................................................................................................................................ 8

Trends ................................................................................................................................................... 8

Problems and Opportunities .................................................................................................................... 10

Campaign Focus: .................................................................................................................................... 10

Organizational Structure ......................................................................................................................... 10

Working Relationship ............................................................................................................................. 11

Evaluation ............................................................................................................................................... 11

Appendix ............................................................................................................................................. 11

Plan For Research ....................................................................................................................................... 13

Research Problem #1: ............................................................................................................................. 13

Where/how to find the info: ................................................................................................................ 13

How to analyze the gathered info: ...................................................................................................... 13

Timeframe: .......................................................................................................................................... 13


Where to find the info: ........................................................................................................................ 14

How to collect the info: ....................................................................................................................... 14


Timeframe: .......................................................................................................................................... 14




Timeframe: .......................................................................................................................................... 15

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Timeframe: .......................................................................................................................................... 16




Timeframe: .......................................................................................................................................... 17

Strategy For Campaign ............................................................................................................................... 18

Summary ................................................................................................................................................. 18

Statement of Campaign Goal .................................................................................................................. 18

Description of Straegies .......................................................................................................................... 18

News release (at least one published) ................................................................................................. 18

Brochures for new members (including Facebook page) ................................................................... 19

Plan for social media (weekly schedule as a reminder) ...................................................................... 20

Update the outreach page on the website ............................................................................................ 21

How can you test your ideas to see if they’ll work with your public(s)? ................................................ 21

Details Of Plan ............................................................................................................................................ 23

Budget: .................................................................................................................................................... 23

Responsibilities: ...................................................................................................................................... 23

News Release: ......................................................................................................................................... 23

Social Media: .......................................................................................................................................... 24

Brochure: ................................................................................................................................................ 24

Website: .................................................................................................................................................. 25

Timeline for Completion of Materials: ................................................................................................... 26

Plan For Evaluation ..................................................................................................................................... 26

Goal ......................................................................................................................................................... 26

Objectives ............................................................................................................................................... 26

Keeping Track of Positive and Negative Results .................................................................................... 27

Campaign Materials .................................................................................................................................... 29

Brochure .................................................................................................................................................. 30

Facebook ................................................................................................................................................. 31

Website ................................................................................................................................................... 35

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Press Release ........................................................................................................................................... 37

Evaluation ................................................................................................................................................... 38

Appendix A ................................................................................................................................................. 39

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Executive Summary

The MEMBS Communication group took on the First English Lutheran Church (FELC)

as a client in the last week of August 2013. The church came seeking counsel for a number of

public relations efforts. The church, located in an impoverished area of Central Ohio, has a

robust program of community service effort designed to inject the neighborhood with the

exemplary love of Christ and other related ministry work.

FELC needed assistance increasing the awareness of the church and its respective

programs, recruiting volunteers, and elevating its presence on social media. The MEMBS Group

spent the Fall of 2013 working on a campaign to help the church accomplish these objectives.

This report contains the details of the campaign and all of the collateral that came out of

it including: a press release, a church brochure, a commentary on the church website, and a

strategy for Facebook operations.

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Situation Analysis

First English Lutheran Church

The First English Lutheran Church (FELC) is one of the oldest churches in the Central Ohio area. It is

over 150 years old and serves the neighborhoods about Main St. and 22nd

Ave. This public relations

campaign will focus on raising awareness on the church's ministries as well as the merits of local service.

ELCA Transformational Ministry Program

FELC is the second congregation, locally located, that was accepted into the transformational ministry

program, which specializes working with churches who want to revitalize their ministries and focus back

in on their vision and mission.

The application for the ELCA Transformational Ministry Program spawned from the identification of

FELC as an congregation in hardship. Though FELC had aspirations to impact the community that it was

located in, there was not much activity. Over the century and a half of existence, the neighborhood

populating FELC had changed so drastically that the church had to reimagine its purpose in order to

continue doing God’s work.

Mission

KEEPING the FAITH, SHARING the GRACE and SERVING the COMMUNITY to put LOVE into

ACTION

Vision

Each individual’s unique gifts are utilized to touch everyone around us with the love of Jesus.

Motto

“This aint grandma’s church anymore.”

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FELC is actively working to re-envision what church is and what service means. You do not have to go

overseas or out of the country to participate in service projects because there is plenty of need right at

home.

Supplementary Messages

“Embracing diversity, building community”

“Everybody is welcome”

“Keep the faith” [Put the faith into action]

“If you want to make a difference in your life, and the life of others, this is the place to be”

“You are forgiven, loved, and accepted.”

“Pray with us”

Ministry Focus

FELC now focuses on the diversity of the neighborhood, balancing traditional Lutheran values

with a culture of “come as you are” acceptance. The pastoral staff proudly boasts that they are a RIC

Congregation, meaning all of its members are “redeemed in Christ”. No matter their past, they have a

future, in the church and in their faith.

The Welcome Message at FELC:

If you are Asian, Hispanic, Black or White… If you are male, female… If you are three days old,

30 years old or 103 years old… if you are single, married, divorced, separated, or partnered… If you are

straight, gay, lesbian or bisexual… If you are Republican, Democrat, Independent or Socialist, or not

registered to vote… If you have or had addictions, phobias, abortion, or a criminal record… If you own a

home, rent, live with your parents, or are homeless… If you are fully-able, disabled, or a person of

differing abilities… YOU ARE WELCOME HERE! Here at First English, we are committed to being

radically loving and welcoming community of faith, centered in the Good News of Jesus Christ. Therefore

in faithfulness to the Gospel, and to the best of our ability, we promise to provide ministries and pastoral

care to all who seek God in this place.

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Four Priorities

1. Make Disciples

2. Provide meaningful, contextually relevant worship

3. Offer fellowship that supports our mission statement

4. Build community that transcends neighborhood lines.

The Publics

Since Pastor Bob took over the church in 2006, the church has grown serving 30 regular attendees to

touching 300-400 people a week, through regular service, community outreach service and other church

offerings. In the same time span, the church has evolved from being a commuter church to, instead, a

neighborhood church.

The average age of attendee at the church is 35 and many of the families are single-mom households. The

graduation rate for homes in the area is 40% and 75% of the homes in the area are below the poverty rate.

The infant mortality rate of the community mirrors that of a developing country, while a third of the

homes in the area are vacant and boarded up.

Though the statistics of the area that FELC resides in reflect a grim outlook, the staff insists that the

community is more than the numbers that describe it.

Other publics that interact with First English Lutheran Church are its employees, local media outlets,

volunteers, the Evangelical Lutheran Church of America which they are a part of, as well as the other

churches in Columbus with whom FELC has an alliance.

Trends

Economics: high poverty area- as of July 2013, the poverty rate for Columbus was at 6.3% [See Appendix

A]

Political: Mayor of Columbus- Michael Coleman, Democrat; currently in his fourth consecutive term;

2011 election had about 70% of the votes [See Appendix B]

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Social: One of the newer social trends that has gained strength over the years is that of the LGBT

movement and community. In Columbus every year there is an event, the Pride Festival and Parade; more

information can be found at http://www.columbuspride.org/. First English is welcoming of this trend and

community. Another social/demographic trend of the area where the church is located is those who have

moved into the area (zip code). [See Appendix C] Third social trend that the church deals with, is that of

sustainability. In an article published on October 2, 2012 in the Columbus Dispatch, the church was

recognized as “a leader in energy efficiency among churches.” They even held the “launch of Energy

Stewards and Energy Audits, programs of Ohio Interfaith Power and Light, a nonprofit coalition that aims

to promote energy conservation at houses of worship.” [See Appendix D]. On top of that, First English

was recognized as “the first worship place in Ohio to achieve Energy Star certification from the federal

government and recognition this year by the White House Office of Faith-Based and Neighborhood

Partnerships.” [See Appendix D]

Resources:

Within the surrounding areas there are a few places that could potentially compete for similar resources as

First English. The Salvation Army has location near to the church which could create competition for

donated items, especially donated articles of clothing. Other organizations in the area such as the Central

Community House, Community Connection for Ohio and the other churches in the area could also

compete for some similar resources. All of the organizations could use money, donated items, as well as

volunteers [See Appendix E].

Perception:

In general, the identified publics have positive feelings towards the church and support it as an

organization as whole. First English Church does its best to provide for anyone in the area in any way that

they can, which thus creates a general feeling of good will from the people toward the church.

http://www.columbuspride.org/

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Problems and Opportunities

During our meeting with the client, they expressed that serving in a much divided neighborhood was a

current problem that their organization is facing. There is a lot of need in part of their neighborhood and

that is the cornerstone of their ministry. However, people in their neighborhood from better situations are

less likely to attend their church. Another problem they are facing is a dire need for financial resources. If

they could obtain members from a broader spectrum of financial situations, they could better fund these

ministries.

We see a church that is evolved to suit the times, welcoming to many people who might feel

uncomfortable in a more traditional church environment, and a great avenue for people looking to help

out and be a part of a community. They have a lot of opportunities that could involve a more diverse

group of congregants.

Campaign Focus:

The focus of our campaign is, simply put, bringing awareness to FELC’s ministries and the social issues

directly related to the work they do. Specifically, we would like to bring awareness to

1.) the problems facing urban Columbus neighborhoods and

2.) the ways in which FELC works, the many programs they provide for the community, for the purpose

of tackling these problems; also to promote their general message of “Embracing Community, Building

Diversity.”

Organizational Structure

The head of the church, Pastor Bob Ward, is the person who makes all of the final decisions of the

church. He has been the pastor at FELC since September of 2006 and has been very essential in the

regrowth of FELC. His associate pastor is Sally Padget, who just graduated from Trinity Lutheran

Seminary. She spent the past year doing her fellowship at FELC and joined their staff just this year.

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Another lead position at FELC is held by Sara Neikirk. Sara is responsible as the treasurer and chair of

the leadership team. There are seven more members that make up the leadership team, and this board is

responsible for making the key decisions that involve the churches funds and efforts. Ideally contact will

be made with Bob, Sally, or Sara, but when it involves awareness there may be another team member

who has been involved with such activities in the past, and would be willing to share what they know

about the past efforts.

Working Relationship

A weekly phone call will be made to Pastor Bob every Monday, asking how that week's service went and

if there was any change in the congregations. Any big news will be adjusted to right away, and that way

we can keep an eye on what is going on in the church's community. Email and texting is always an option

if anything progresses or changes within that week between our weekly phone calls.

Evaluation

In an ideal world we would survey the surrounding areas, finding out their opinion and what they know

and think of FELC. Unfortunately, due to the not safe area and the fact that we are students, we don't

think that we will be able to do this survey of the surrounding neighborhoods. We will, however, include

it in our final project as if we were able to conduct it.

Appendix

A. http://www.city-data.com/zips/43205.html

B. http://en.wikipedia.org/wiki/Columbus_mayoral_election,_2011

http://www.city-data.com/zips/43205.html

http://en.wikipedia.org/wiki/Columbus_mayoral_election,_2011

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C.

D.http://www.dispatch.com/content/stories/local/2012/10/02/singing-praises-of-saving-

energy.html

E. http://cchouse.org/?page_id=16

F. "First English Lutheran Church." First English Lutheran Church. N.p., n.d. Web.

<http://www.columbuslutherans.org/Page_5.html>.

G. Ward, Bob. "PR Programs and Campaign PR Briefing Session." 4 Sept. 2013. Lecture.

http://www.dispatch.com/content/stories/local/2012/10/02/singing-praises-of-saving-%20%20%20%20%20%20%20%20%20%20%20%20%20energy.html

http://www.dispatch.com/content/stories/local/2012/10/02/singing-praises-of-saving-%20%20%20%20%20%20%20%20%20%20%20%20%20energy.html

http://cchouse.org/?page_id=16

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Plan For Research

Research Problem #1:

We need to know how much attention has been given to FELC/the social issues surrounding

their ministry by the local media outlets in Columbus in the past; and what, if any, relationship

they currently have with local media.

Where/how to find the info:

We will find this information by contacting Pastor Bob to ask about relationships with local

media, which newspapers have covered FELC. We will then search databases at Blackmore

Library to collect articles written about FELC. We will also, if necessary, search the online sites

for newspapers (i.e. The Columbus Dispatch) in order to collect articles about the church.

How to analyze the gathered info:

Collect some examples from online sources of articles concerning FLEC. Read through the

articles and write a general summary of what has been published about them, how

frequently/recently, and what we think the public needs to know more about. Also, write a report

on what the client’s experience with media outlets has been.

Timeframe:

We will contact Pastor Bob by September 25th, begin researching databases for articles by

September 27th, and complete analysis by September 30th.

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We need to know if there is a duplication of services in the area surrounding the church and if

so: where are they located? What do they provide/where is the overlap? and how much it is

affecting what FELC is able to use/do.

Where to find the info:

Information on the services being provided in the surrounding area (as seen on a google map)

can be found on the websites for each particular business that is providing services. Other

information that may be needed will come through the use of phone calls or personal interviews

when necessary.

How to collect the info:

Information will be collected from the following websites-

http://www.columbuslutherans.org/

http://www.salvationarmyusa.org/usn/www_usn_2.nsf

http://cchouse.org/

http://communityconnectionohio.com

(and phone calls if necessary)


The information will be analyzed by comparing the services of FELC along with the surrounding

locations services using a chart: with sections for name of the service, location in regards to the

church, the resources offered, whether the resources are similar/different, and other notes.

Timeframe:

Information should be collected by the end of week one and analyzed by the end of week two.


http://www.salvationarmyusa.org/usn/www_usn_2.nsf

http://cchouse.org/

http://communityconnectionohio.com/

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We need to know how much attention has been given to FELC/the social issues surrounding

their ministry by the campus media and student organizations.. We also need to know what

opportunities are there for creating more awareness.


We can find this info by searching the archives of Chimes. We can also ask the client what

experience they have had with Capital. Which organizations have come out to help at the

church? We can also follow up with the community service coordinator at Capital.


Collect some examples from online sources of articles concerning FLEC. Read through the

articles and write a general summary of what has been published about them, how

frequently/recently, and what we think the public needs to know more about. Also interview the

organizations on their working relationship. How often have they done work with the church.

When they do volunteer service, what is the experience like? Also, write a report on what the

client’s experience with the student organizations has been, as well as the organizations’

responses.

Timeframe:

• Collect online reliquary by September 25th

.

• Investigate Chimes coverage by September 25th

.

• General Summary completed by September 27th

.

• Gather Organization Analysis by September 26th

.

• Analyze existing volunteer dissemination methods by September 26th

.

• Write a report on all information by September 29th

.

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To figure out what roles are being held in the church in terms of awareness and a social

committee. Are there positions amongst church members that will allow for the community to

know and be aware of what the church is doing? What forms of communication are used and

how do they reach out to the community already? What can be done to improve such

communications?


Talk directly to the FELC committee and see what members are holding what positions. From

there look at other churches in the area and see what they are doing to reach out to their

community. See what organizations are in contact with FELC and who knows about their

outreach programs.


Assign more responsibilities to the church board members, if there isn't a proper outreach

committee. Make sure that there is enough information distributed to the neighborhood. Look

into new and creative ways to spread the news about FELC.

Timeframe:

Talk and find out the current positions before September 25th, and have a new/improved plan of

action for the board by September 29th.


Learn what types of services are currently in use to support awareness for Lutheran churches

nationally.

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This information can by found by researching Lutheran churches nationally and contacting them

to try and figure out what types of problems they come across and see what types of services

they promote.


See what Lutheran churches across the nation with the same issues have done to successfully

support awareness for their church. Implement some of the strategies they use to gain support at

FELC.

Timeframe:

Information should be collected by September 27th, and fully analyzed by September 29th.

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Strategy For Campaign

Summary

After looking over all of the research, it is obvious the FELC has a great outreach program to

offer, but the word isn’t being spread in a successful or proper manner. There is more coverage than we

originally expected, but the negative publicity of the area seems to cast a negative shadow upon FELC.

There’s no way to stop negative stories about an unsafe areas, but incorporating the positive work FELC

is doing with these negative stories could be beneficial to the church.

Another beneficial improvement would be more extensive web outreach. The information on the

FELC website is minimal at best. A more detailed description of what the church is doing for the

community, including pictures and links to articles about FELC, will help the publicity raise amongst the

community.

Statement of Campaign Goal

1. To increase awareness about FELC and their programs in the Columbus area by 15% over a month’s

time.

2. To increase awareness about FELC by increasing likes on Facebook to at least 100. (currently at 68)

Description of Straegies

News release (at least one published)

Public reached: aware and unaware publics

Purpose: create awareness for those who read the news source

Communication: A news release should go out to associated media channels—the

dispatch, the chimes and the local area newspaper. The message will describe the work

that the church does and include details about when the operations take place

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A news release can be useful tool to reach our publics for a few reasons. The first

is use is to reach unaware publics, which is ultimately an opportunity for the church to

share their story. Since brochures and social media often cater to those are already aware,

the news release creates a different and new opportunity. It presents the chance to

highlight the church’s work and present themselves in a controlled manner to those who

have no idea who they are or what they do. A news release allows the new publics to

know the who, what, when, where, why and how, all within a short time frame.

A news release is also good for those who aren't necessarily searching for

information about the church. Things like social media often times gain power by being

sought out. However, a news release, or article, especially in something like the Chimes,

helps people learn about something they perhaps didn't even know they wanted to learn

about. It creates the opportunity for more information to be sought out and for the church

to continue to gain new people and more aware publics .(A news release can also be

linked to social media sites, so that those who are already aware and using social media

can read the news release if they didn't know it had been released.)

Brochures for new members (including Facebook page)

Publics reached: new members

Purpose: give more information, to increase awareness of church programs

Communication: The brochures will be an extension of the news release, but with a more

consumer friendly interface. Pictures, friendly lay out and other aesthetically pleasing

elements will make FELC more appealing. A brochure is a good tool for reaching out to

our publics for a couple of reasons. It is a primary source of communication meaning we

can frame the message exactly the way that we want it, rather than relying on a media

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channel to tell our story for us. This allows us to focus on the themes and goals that we

want to push. It is also detailed information tool, but it will not contain an overwhelming

amount like a newsletter may. It is a quick shot snap that will help to build our publics.

This is not a piece of collateral that we will use to engage with existing volunteers, but

instead one that will help us to gain numbers. Brochures are a low cost of acquisition,

because we can print them off tangibly and hand them out, (which if we’re being

realistic, in person recruitment is probably going to give us the best return), send them as

attachments on email, and post on social media sites.

Plan for social media (weekly schedule as a reminder)

Publics: aware publics

Purpose: by liking Facebook others will see their activities and hopefully spark

conversation

Communication: We will arrange a schedule for which to post to Facebook. The more

user content generated, the more visibility there will be on the site. With each post, there

will be a CTA inviting supporters to share the page. Facebook is a great way for

showcasing the church's weekly ministries since it can do so in a timely and interactive

way. FELC is a very active church and social media like this represents activity well.

People who may be aware of FELC but uncertain about what they offer can be informed

effectively this way with updates about upcoming events and coverage of past events.

Also, Facebook allows us the use of pictures as a way of reaching out to engage users

(discussed more thoroughly below), so they can see FELC's ministries in action.

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Also, Facebook is a story telling tool. Creating a page is more than just timely and

interactive updates, it allows us the opportunity to create an identity for the organization

that the public will come to know them buy. We can bring awareness to what they do by

making them an identity or brand that represents their ministries well.

Update the outreach page on the website

Publics: any interested party with access to a computer

Purpose: A website is the ideal place to openly brag about an associations

accomplishments

Communication: The website should include a more detailed look at all of their programs

that they offer to the community. The website is a place where people are consciously

going to look into the work that the church does. Without a full detailed concept of what

the church is providing for the community, the church looks lacking in either the work

that it does or the ability to keep a website looking fresh and new. The dated, paragraph

formatted without many pictures or colors makes it look old and it needs a new face.

How can you test your ideas to see if they’ll work with your public(s)?

All of our ideas are forms of outreach that promote the publics to know more about FELC. The

best way to test our ideas is to start with the publics closest to the church and then expand. For

example, we would hand out the brochures to the members of the church and see what they

think. If they think that the brochures have a positive message, then we would continue to hand

them out to the community. From there we would evaluate the response of the public and tweak

and modify the information until it says exactly the right thing. From there we would continue to

modify and expand our publics until we reach a wide range of people with a good and

informative brochure.

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The key to this expanding technique is to closely record the reaction the information has on the

specific public we’re targeting. That way we can make sure that we’re giving out good

information that the specific public cares about.

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Details Of Plan

Budget:

The cost of this campaign will only come from the printing of the flyers. Hopefully the

church will be able to take care of this. However, if not we will each print off a certain number of

flyers each to cover the cost.

Responsibilities:

News Release-Sam Wentz

Brochure- Brandon Natale

Facebook/Photos- Malcolm White

Website updates- Emily Toth

Writing the News Release- Meghan Tubbs

News Release:

As mentioned in the strategy for the campaign we are looking to create a news release to

send to local media. We are planning on contacting the Chimes here at the University and the

Columbus Dispatch, since they already have a relationship with the church from writing previous

articles. It will be Sam’s responsibility to pitch the news release to these two papers. After the

news release has been written (October 28, 2013), it will be sent to Pastor Bob for approval, and

then Sam will pitch it to the contributing editors or editors in general for the papers. As the news

release is being written Sam will begin researching who I need to contact specifically and begin

creating a relationship with them to find out if pitching to the papers is possible. Sam will have

the release pitched by November 4th

, 2013.

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Meghan will be responsible for writing the news release that Sam will be pitching. She will write

two drafts of the news release, one for the Columbus Dispatch and one for the Chimes. They

will be similar in content, but different in regards to the difference in the two audiences. The

general goal of the news release is to communicate the extensive programs FELC offers the

community and how much time, energy, and resources they give in order to improve the area.

After having read this news release, the audience should be more informed about what programs

they offer and the general mission of the church. The final draft will be completed by October

28th

, 2013.

Written by October 28

th, pitched by November 4

th

Social Media:

Establish social media initiatives for future use

Get admin rights to the Facebook page

Establish a weekly schedule of posts

o Sunday Service Reminder and reminders for the week

o Monday Inspiration

o Wednesday Hump-day Verse of the Week

o Friday Pictures from the week

Develop Seven Social Media Policies for anybody coordinating on Social Media

Completed by November 1st

Brochure:

About: This part of the brochure will describe a little about the church, its mission

statement, and any other information of importance for people just learning about the

church.

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Community: This will describe a little about the church’s involvement in the community

and ways that people not involved in the church can get involved with any community

offerings within the church.

Ministries: This will describe all of the ministries within the church from youth groups,

men’s ministries, women’s ministries, and senior ministries

Church Location/Contact Information: This part of the brochure will give the address of

the church, contact information (phone #, email, fax), and also information on how to get

connected through social media such as Facebook and Twitter.

Services: Days of church services and service times

Pastor Information: Background information on the pastor and a message from the pastor

Before printing, this brochure’s content will be approved by Pastor Bob. The purpose of the

brochure is to help people have a better understanding of the church and what it has to offer. It

will be placed in the church sanctuary or in a location for more convenient new members to

access it. Pastor Bob may also distribute brochures in the future for other purposes as he sees fit.

This brochure should be completed and ready for printing by November 4th

.

Website:

Emily will be responsible for working hand in hand with Dylan Lane, the website coordinator,

in order to update it and give at least the missions page a new look. This will include writing the

missions, finding some existing pictures to include, and possibly making some new

organizational changes to this page so it’s easier to access. Emily plans to include specific

mission examples and also put some personal stories on the website to give in a more personal

feel. Emily thinks the combination of personal and professional will allow the website to cast a

fresh and invigorating shadow on the church and all it does for the community.

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This will be completed by November 4th

.

Timeline for Completion of Materials:

o News Release October 28, 2013

o Photos November 1, 2013

o Social Media November 1, 2013

o Brochure November 4, 2013

o Website November 4, 2013

o News Release Pitch November 4, 2013

Plan For Evaluation

Goal

To Achieve Increased Awareness/Education of FELC overall ideas of poverty issues specific

programs offered

Objectives

Objective 1:

To increase awareness about FELC and their programs in the Columbus area by 15% over a

period of time.

Objective 2:

To increase awareness about FELC by increasing likes on Facebook to at least 100 (currently at

68).

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Keeping Track of Positive and Negative Results

In order to keep track of the results of the campaign we will do the following:

We will note positive and negative results of the use of each strategy (ie. news release,

Facebook, etc.) in a chart [see example below]

We will all have access to the chart (on the SkyDrive) and will be responsible for updating it as

we notice things that occur, whether positive or negative

The results, whether positive or negative, will be included in each of our meetings during the

implementation so that no result is missed.

Strategy Type Positive Negative

News Media -Picked up by the Chimes -Unable to get it to the Dispatch

Facebook -Increased to 100 likes

-To average 5 shares for each

status post

-Increased activity on the

Facebook administrative page

-Established routine of weekly

posts

-No increase in likes

-No shares on weekly posts

-No consistency in Facebook activity

increase

Flickr -Organized system of storing

pictures and cataloguing them

-No system created

Brochures -Two dozen were distributed

during this amount of time

-Only five were taken during….

Website -A 10% increase in website’s

online traffic

-Online traffic showed no increases

or decreases

In order to be successful in future public relations campaigns, we will need to find out what

aspects of our own campaign with FELC were successful in raising awareness for the church.

We will need to figure out what strategies (Facebook, Brochure, News Releases, etc.) that we

used were of most interest to the public they were presented to. Whatever strategy shows the

most response will help us determine what kinds of strategies and experiences to use in future PR

campaigns. We assume that each of these strategies will lead to positive results in raising

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awareness for FELC, but some strategies may not produces as much positive response as others

which will help us in applying these strategies in future campaigns.

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Campaign Materials

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Brochure

See Appendix A for full brochure

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Facebook

First English Lutheran Church has a moderate following on social media. There are 75

subscribed users who have “liked” their page and there is a measurable amount of user generated

content, but not nearly as much as there should be given the scope of the church. As recently as

September 27, there are fans of the Facebook page who have posted about things that they did

with FELC (the user complimented the block party that was held in September).

The problem with the Facebook page is that there is not enough content for people to digest.

There seems to be little to no activity on the administrative side, especially recently. This

semester, there has been no posting at all on the page.

Through conversation with other groups, we learned that to the church’s knowledge there was no

Facebook group. All of this is to say that the Facebook page is being dramatically underused.

Were it to be used more efficiently, the social media page could evolve into a valuable asset for

the church, in distributing information and maintaining relationships with its publics.

The goals of this Facebook Campaign are:

To increase the number of people who like the page

To engage those who have already liked the page, on a regular basis

To further the interests of the church and its congregation through motivation

The method of this campaign is very simple: By sending out a prewritten message on a regular

basis, (our recommendation is weekly on the day of the church’s choice), the church will

increase their presence on user timelines. The nature of the message is inspirational and thereby

subject to the “sharing” by users. As those who are close to the church share the message, users

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who are not already invested in the church will begin to see the church on their timelines.

Hopefully this will spark interest in them so that they will desire to “like” the page themselves.

The role of the church is simple; we’ve compiled 20 sample statuses for them to cut and paste

and post once a week, on the same day. They are to review all of the bible passages to make sure

that the message is consistent with the mantra of the church. If everything is kosher, they are to

designate a day that they want the posts to begin, and begin post on that day. Our

recommendation is Monday so that members start off their week with motivation and

encouragement.

Note: These are just suggested posts; should the church have passages that they’d like use in the

stead of our recommendations, they have the liberty to do so.

QUICK CAVEAT: We anticipate that this type of a programmed message will serve the church

very well. There are many ways to build upon this foundation. For example, once the 20 samples

are used, the church should consider using themed posts and perhaps posting them more

regularly. I.e. Mondays are inspirational scripture; Wednesdays are Prayer Requests; Fridays are

Grace scriptures etc.

1. Matthew 9:6-8

But so that you may know that the Son of Man has authority on earth to forgive sins . . ."

Then he said to the paralytic, "Get up, take your mat and go home." And the man got up

and went home. When the crowd saw this, they were filled with awe; and they praised

God, who had given such authority to men.

2. Colossians 2:6-8

So then, just as you received Christ Jesus as Lord, continue to live in him, rooted and

built up in him, strengthened in the faith as you were taught, and overflowing with

thankfulness. See to it that no one takes you captive through hollow and deceptive

philosophy, which depends on human tradition and the basic principles of this world

rather than on Christ.

3. Mark 1:35-39

Very early in the morning, while it was still dark, Jesus got up, left the house and went

off to a solitary place, where he prayed. Simon and his companions went to look for

him, and when they found him, they exclaimed: "Everyone is looking for you!" Jesus

http://www.biblestudytools.com/matthew/passage.aspx?q=Matthew+9:6-8

http://www.biblestudytools.com/colossians/passage.aspx?q=Colossians+2:6-8

http://www.biblestudytools.com/mark/passage.aspx?q=Mark+1:35-39

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replied, "Let us go somewhere else--to the nearby villages--so I can preach there also.

That is why I have come." So he traveled throughout Galilee, preaching in their

synagogues and driving out demons.

4. Lamentations 3:27-33

It is good for a man to bear the yoke while he is young. Let him sit alone in silence, for

the LORD has laid it on him. Let him bury his face in the dust-- there may yet be

hope. Let him offer his cheek to one who would strike him, and let him be filled with

disgrace. For men are not cast off by the Lord forever. Though he brings grief, he will

show compassion, so great is his unfailing love. For he does not willingly bring affliction

or grief to the children of men.

5. Matthew 17:20

He replied, "Because you have so little faith. I tell you the truth, if you have faith as small

as a mustard seed, you can say to this mountain, 'Move from here to there' and it will

move. Nothing will be impossible for you. "

6. Matthew 21:21

Jesus replied, "I tell you the truth, if you have faith and do not doubt, not only can you do

what was done to the fig tree, but also you can say to this mountain, 'Go, throw yourself

into the sea,' and it will be done.

7. 1 Corinthians 16:13

Be on your guard; stand firm in the faith; be men of courage; be strong.


If I have the gift of prophecy and can fathom all mysteries and all knowledge, and if I

have a faith that can move mountains, but have not love, I am nothing.

9. Galatians 3:11-12

Clearly no one is justified before God by the law, because, "The righteous will live by

faith." The law is not based on faith; on the contrary, "The man who does these things

will live by them."

10. James 1:2-4

Consider it pure joy, my brothers, whenever you face trials of many kinds, because you

know that the testing of your faith develops perseverance. Perseverance must finish its

work so that you may be mature and complete, not lacking anything.

11. Habakkuk 2:4

"See, he is puffed up; his desires are not upright-- but the righteous will live by his

faith—

12. 2 Corinthians 12:8-9

http://www.biblestudytools.com/lamentations/passage.aspx?q=Lamentations+3:27-33

http://www.biblestudytools.com/matthew/17-20.html

http://www.biblestudytools.com/matthew/21-21.html

http://www.biblestudytools.com/1-corinthians/16-13.html


http://www.biblestudytools.com/galatians/passage.aspx?q=Galatians+3:11-12

http://www.biblestudytools.com/galatians/passage.aspx?q=Galatians+3:11-12

http://www.biblestudytools.com/habakkuk/2-4.html

http://www.biblestudytools.com/2-corinthians/passage.aspx?q=2%20Corinthians+12:8-9

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Three times I pleaded with the Lord to take it away from me. But he said to me, "My

grace is sufficient for you, for my power is made perfect in weakness." Therefore I will

boast all the more gladly about my weaknesses, so that Christ's power may rest on me.

13. James 4:6

But he gives us more grace. That is why Scripture says: "God opposes the proud but

gives grace to the humble."


But just as you excel in everything--in faith, in speech, in knowledge, in complete

earnestness and in your love for us--see that you also excel in this grace of giving.

15. Proverbs 17:17

A friend loves at all times, and a brother is born for adversity.


Now we see but a poor reflection as in a mirror; then we shall see face to face. Now I

know in part; then I shall know fully, even as I am fully known.

17. Romans 8:38-39

For I am convinced that neither death nor life, neither angels nor demons, neither the

present nor the future, nor any powers, neither height nor depth, nor anything else in all

creation, will be able to separate us from the love of God that is in Christ Jesus our Lord.

18. Romans 8:31

What, then, shall we say in response to this? If God is for us, who can be against us?

19. Psalm 34:14

Turn your back on sin; do something good. Embrace peace - don't let it get away!

20. Isaiah 54:10

For even if the mountains walk away and the hills fall to pieces, My love won't walk

away from you, my covenant commitment of peace won't fall apart." The God who has

compassion on you says so

http://www.biblestudytools.com/james/4-6.html


http://www.biblestudytools.com/proverbs/17-17.html


http://www.biblestudytools.com/romans/passage.aspx?q=Romans+8:38-39

http://www.biblestudytools.com/romans/8-31.html

http://www.biblestudytools.com/msg/psalms/34-14.html

http://www.biblestudytools.com/msg/isaiah/54-10.html

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Website

FELC’s website is fully functional and basic, but it is lacking in various important things that

could improve the usability and information aspect of the website. There are other parts of the

website that are very well done and benefit the church. Combining these positive things with

some new ideas can create a beneficial tool for the church to use as a way to reach out to the

public.

Goals for the website update*:

• Reorganize the “ministries” tab

• Include more of the programs the FELC offers

• Update and continue to update the calendar page

*This is a general outline of things that can be done to improve the website in our professional

opinion. Any suggestions are merely that, suggestions. All ideas are open for interpretation and

can be tweaked in whatever way the church feels would best benefit them.

The overall arrangement of the “ministries” tab on the website is confusing, and there are some

programs listed more than once and some not listed at all. The content that is included in all of

the subcategories of the ministries tab can be split into three distinct tabs: services, programs and

activities, and ministry teams. With the tabs that are currently in place, there is confusion over

which activities should be included in which tabs. The Thursday dinner is listed twice and the

tutoring and health clinic services aren’t mentioned.

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Under the services tab would be the times for Sunday services, Sunday School times, and

services offered to the community. Under the programs and activities tab would include the

Thursday dinner, any camps and things offered for kids, and other events offered at the church.

The ministry teams tab will consist of what is currently under the ministries tab, as that page is

well done.

The most crucial aspect of the website update is keeping the calendar page updated. The calendar

page is what informs people of the time and place of events. All events, including weekly and

special events should be listed on the calendar page. Currently the calendar page is blank, and

that leaves the website looking incomplete and unprofessional. An updated calendar is essential

to letting the community know when things are going on in the church.

There are also several broken links to pictures and some other add-ons that are included in the

website. A once over to make sure that there’s no broken images will help clean up the website

greatly.

With a few small organizational changes the website can improve the amount of information that

is given to the community, therefore making the community more aware of the projects that

FELC is making available.

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Press Release

FOR IMMEDIATE RELEASE: 11/20/13

Samantha Wentz

Capital University

609-922-4973

[email protected]

Celebrate the Holidays Locally

First English Lutheran Church will be throwing their annual Christmas Party on December 7,

2013 from 4pm-6pm. This party offers family-friendly activities such as crafts, cookie

decorating, Christmas caroling, a visit from Santa, and a Christmas dinner. All Columbus

families are invited to attend.

Students from Capital University will be volunteering to help run the event, as a part of an

ongoing collaboration between the university and the church. The Public Relations Programs &

Campaigns class from Capital University has made First English Lutheran Church the focus of

their class this semester. By creating campaigns to build awareness about the church’s ministries,

recruit volunteers, and expand resources for the church, the students get hands-on experience

while helping their neighbors who give so much to the community.

This Christmas Party is just one of many ways in which First English Lutheran Church serves the

local community. First English provides two community meals each week, tutoring, a Saturday

morning day camp for kids, a health clinic, an advocacy center to help those searching for

employment, Sunday worship services, and seasonal events such as this Christmas Party.

Seeking to fulfill their mission of “Embracing Diversity, Building Community,” First English

Lutheran Church welcomes all of Columbus to these events. Visit the First English Lutheran

Church Facebook page and website (http://www.columbuslutherans.org/) today for more

information about the many programs offered and how you can be a part of the First English

Lutheran Church community.

First English Lutheran Church is located at 1015 Main Street in Columbus. Any questions can be

answered by calling 614-252-3191 or emailing Pastor Bob Ward at [email protected]

###

mailto:[email protected]


mailto:[email protected]

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Evaluation

Since our campaign has not been completed yet, we will be evaluating the progress that has been

made.

Facebook: The Facebook suggestions have been created and sent to the church. If they

are used and numbers on Facebook increase, then this portion will have been a success

(to be determined-need more time).

Brochure: The brochure has been created but needs to be printed and passed along to the

church. Printing should be taken care of this week to pass onto the church, where Pastor

Bob will then know if they have been helpful. We will need his feedback in order to see

if the brochures were helpful.

News Release: We have not been able to get any response back from the Chimes or the

dispatch, so the news release portion of our campaign has not been successful.

Website: There have been problems with communication here; Emily was originally

planning on editing the website herself, however that does not seem possible. So she is

sending her plans to the website designer at the church in hopes that they will take her

advice. This part of the campaign will be successful if the website suggestions are used

(official result to be determined).

Overall, we’re on the right track, but unforeseen issues with communication, responding to

emails, etc. have set us back in the campaign. Next time in order to avoid such setbacks we

would start earlier and try to keep in contact more frequently than we did for this campaign.

Also, having a better news piece for the news release would have helped.

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Appendix A

FELC: Awareness Campaign

Documents

Transcript of FELC: Awareness Campaign