What Did You Do in Kansas City? What Did it Cost?
The media test process included:
- Research, information gathering, creation of messages and graphics.
- Pre-campaign awareness research.
- Pre-campaign focus groups on messages and graphics.
- Pre-campaign work with the area congregations including meetings with congregational leaders, open meetings for congregation members, and meetings with staff and leaders to assess congregational capacity for guest welcoming and new member inclusion.
- Selection of congregational campaign coordinators and an overall coordinator.
- Reporting of prior year's data on guests and new members.
- Reporting of current year data, visitor interviews, phone/email contact reporting and other information gathering.
- The media campaign.
- Post campaign awareness research.
- Debriefing and assessment by congregational coordinators.
- Data reporting as related to goals of the campaign test.
- On-going reporting of congregational data through December 2003.
- Subsequent congregational membership updates in the years following the campaign.
The Unitarian Universalist Association (UUA) invested just over $200,000. This money was available thanks to the generosity of donors to the UUA's two capital campaigns.
For more information contact marketing_outreach @ uua.org.
Last updated on Friday, January 25, 2008.
