A Strategic and Creative Content Marketer
Case Study: Luminous Church (B2C)
Content Creation & Video Marketing Strategy for Social Media
2018-2020
Results
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Background
Challenge
Luminous exists to help people see Jesus and make a difference on the campus, in the community, and the world. Luminous Church's mission is to grow their membership and they want to leverage social media as a tool to reach their goal.
In today's world not prioritizing a social media strategy can negatively affect your business. Luminous did not have a social media strategy or a content calendar. Luminous Church wanted to provide a look into what it is like to be at their church with the goal to grow their membership. However, they were lacking a comprehensive social media marketing strategy. There was a need to grow the social media team, develop a paid and organic social media plan, and establish a content strategy. Furthermore, Luminous needed a way to track their impact on social.
My challenge was to identify KPI's, curate end-to-end production, effectively market the video content, and drive conversions with a small team of volunteers.
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No social media strategy
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No content strategy
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No data reporting
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No budget plan for paid social
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Small social media team
Solution
Working majority pro bono, I led the implementation of social media and content marketing strategies. I worked directly with the Lead Pastor (Primary Stakeholder). After sorting through the data and establishing KPI's, I took a data-driven approach to formulate a budget for paid social, develop a video marketing strategy, and curated the social media plan. In aggregate this drove an increase in profile visits, website clicks, and post community engagement.
Step 1: Uncovering Audience Insights Through Data
Luminous Church's audience is most active between 6 and 9 pm daily. The audience is predominately composed of women (61%). I also found that the audience is young with 61% of our audience being between the ages of 13-34 and 39% being between the ages of 35-65+. We found that questions and CTA's in the copy drive the most engagement.
UNCOVERING AUDIENCE INSIGHTS
Capitalized on Instagram Insights and AB tested copy to optimize engagement (copy with questions versus copy without questions).
PAID SOCIAL STRATEGY
Consulted with the Luminous primary stakeholder on the organization's commitment and budget availability for social media. Then formulated a data-driven Instagram advertising plan with the goal to build brand awareness. Employed best practices for audience targeting, ad formats, and creative assets.
VIDEO MARKETING STRATEGY
The 8-month campaign consisted of 3 engaging posts per week on Instagram. Used Final Cut Pro and Canva to create content.
Strategies
Step 2: Establish the Budget for Paid Social
Based on the size of the church, volunteers, and commitment toward social media I have planned to use a minimum of $40 and a maximum of $80 a month for Instagram ads to drive followers to our website and YouTube channel. We will post 3 times a week and each post will use about $5-6 of promotional money for paid social.
Step 3: Develop a Video Marketing Strategy
The plan was to set in motion an 8-month campaign on Instagram. We would work with the Social Media team to launch 2 videos per week and 1 photo per week.
Video 1: Thursday (posting at 6 pm)
Photo 1: Wednesday (posting at 6:30 pm)
Video 2: Saturday (posting at 6 pm)
Each week we will post 3 times with 3 different themes
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Theme 1: Seeing Jesus Clearly (post on 6 pm Thursday
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1 minute sermon video from the Pastor
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Theme 2: 1Church1Family (post on 6:30 pm Wednesday)
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A lively and encouraging candid photo of pre-service, service, or post-service of our members highlighting Luminous’ family spirit community
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Theme 3: Make a Difference (post on 6 pm Saturday)
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1-2 minute IGTV Personal story from a member of the Church
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Engagement Plan on Social
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Curate copy that asks questions to followers with comments, reposts, and subscribing to newsletter as conversions.
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Encourage our followers to follow these hashtags with giveaways as incentives (#1church1family, #makeadifference, #seeingjesusclearly)
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Incentivize followers to turn on notification bell, push them to our website, have them subscribe to our newsletter, and create a conversation platform for our future workshops
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Ask our followers what videos they would like to see next through polls on Instagram
Taking a Customer-Centric Approach
We’ve been hearing a lot from our following that they want to see and hear how they started coming to church, what were some obstacles from them trying Luminous Church, and why they still like it. I leveraged the member feedback to inform the storyboard outlined below.
The Big Picture
By following this content strategy, Luminous Church would build community through social media. Check out the vision and video launched within this campaign below.
