I recently shared 3 examples of how church communicators prioritize what gets communicated.
I understand the tiers/buckets/weighting of events but what do you do next? I am guessing these tiers directly relate to different marketing channels. Tier 1 would be outdoor banner, sunday announcement, service video…while Tier 2 would be bulletin, handouts, lobby sign? Is this correct?
This is correct, and I’ve been doing some work on how these weightings translate into activity.
I would suggest 3 steps.
1. Agree on what what weightings you will use, and how these weightings will be defined
For example, you might select a 3-tier weighting system, where the highest tier is defined as “Ministries and messages that are essential to the mission of our church. Everyone at church should know about this and be committed in prayer and involved. This includes activities where the gospel will be proclaimed and people called to repent and believe.”
I would suggest that the levels are determined by 3 factors:
- The number of people it is relevant to
- The number of people it will reach with the gospel
- The level of importance with our mission as a church
The goal is to ensure that things that are of most important are promoted accordingly, and things that are less important, don’t take up unnecessary air-time.
2. Agree on what communications channels each weighting receives
This involves mapping out all of your communication channels, and the channels to weightings. I’ve shared an example of this below. There’s also a couple of examples from the first article.
3. Agree on which tier each ministry fits into
The final step is the trickiest, but the most essential. This is where the rubber hits the road – where you nail down and agree that ministry X will receive more promotion and energy than ministry Y. If you’re heading up ministry Y, this could be difficult to hear. But priorities are important, and every ministry can’t be the number one priority.