The centerpiece of the Igniting Ministry media campaign are 30 second
television commercials (sometimes called "spots") designed to reach out to
newcomers, 25-54 years old. In their own words, newcomers are searching for
"spiritual renewal," or "spiritual fulfillment" or "new meaning in life." Each
spot uses everyday language to address the audience with an intimate message
that conveys different attributes of The United Methodist Church and extends an
invitation to to be a part of the body of Christ. Underlying almost all of the
30 second commercials is a scriptural basis.
A FEW FACTS ABOUT TV ADVERTISING
Television conveys emotions and images that reflect the message we are trying
to communicate and it can reach 95 percent of our target audience if you use
broadcast television stations (ABC, CBS, FOX, NBC) and 72 percent if you use
cable (TNT, CNN, A&E, USA, etc.).
Cable rates vary greatly depending on when and where you want your ad to run,
the time of the year, and the size of the audience. Different companies will
offer different rates, discounts, and promotions, and everything will be
negotiable.
In most cases, you'll want to pool funds with neighboring churches and
conference directors of communications to stretch your media placement dollars.
Local television advertising should be placed on broadcast stations (ABC, CBS,
FOX, NBC) because they have the greatest 'market penetration' (more households
will see the commercials). If you choose broadcast television, try to purchase
time around your local news. This is prime time for the 25- to 54- year-old
target audience. When broadcast television is unaffordable or unavailable, a
second option is local cable television. This still allows the advertising
message to be communicated through television, the most desired medium for the
campaign.
Igniting Ministry has some helpful hints about buying
TV advertising
.
Call Matching Grants
at Igniting Ministry office for assistance with any media service or just
answer your questions: (877) 281-6535.
SIX THEMES CALLED EXPRESSIONS
There are six "expressions" (groups
of similarly-themed adverting) that convey the different attributes of The
United Methodist Church.
EACH TV COMMERCIAL CAN CARRY YOUR CHURCH'S NAME
Each commercial has 3-4 seconds available at the end (the "tag") available for
customizing with local information. This customization includes a BRIEF audio
voiceover as well as a visual tag. Experience has given us some lessons:
-
Remember, with only 3-4 seconds your message must be succinct
-
For maximum audience impact, your visual tag should mirror your audio tag
In order to preserve the integrity of the campaign nationwide, this
customization is only performed by the Igniting Ministry offices at United
Methodist Communications for a nominal charge, plus shipping. For more
information or to place an order, call (877) 281-6535.
SEE ALL THE TV COMMERCIALS
You can preview and order all the TV commercials online at the
Media Warehouse . 