CASE STUDY
UMC
Business Situation:
In early 2000, the United Methodist Church was facing declining membership, as were other denominations.
Increasingly, an “Unchurched” target was finding spiritual fulfillment outside traditional religion.
Community super-churches were exploding, creating a new competitive threat and category fragmentation.
Challenge identified as “branding the denomination” to become more relevant to a Seeker target.
Strategic Insight:
Primary research was conducted to identify relevant UMC attributes; benchmark future results.
Extensive analysis of Gallup research into the “Seeker” audience was conducted.
A partnership was formalized between the agency Strategy team and a behavioral psychologist to understand the Seeker target’s emotional needs and sensitivities.
Target test churches were established in five UMC jurisdictions across the U.S.
Through extensive research, Brand Journaling, ethnography and psychological analysis:
Target was characterized by a “hole in the soul” – some source of emptiness/pain they are seeking to mend.
Search for healing identified as widely dispersed – often not religion.
Seekers desire to connect with real people – not the Church institution.
Select UMC attributes were highly relevant - and differentiating - if matched to seeker emotions.
Brand Fluency
Brand: The people of the United Methodist Church
Brand What: Meaning in life
Brand Why: “If you’re searching for deeper meaning or purpose in life, our hearts, our minds and our doors are always open.”
Brand Promise: Open hearts. Open minds. Open doors.
Results:
Year Advertising Willingness to Attribute First Time
Awareness% Attend % Recognition % Attenders
1 14% 35% NA 108%
2 15% 46% 38% 3%
3 18% 47% 40% 14%
4 19% 49% 45% 19%
5 27% 51% 52% 9%
6 30%(+16pts.) 54% (+19pts.) 52% (+14pts.) 11% vs. Base
Goal 23% 50% NA 10%
The campaign has eclipsed all measures of success (noted above).
It has been recognized as a two-time EFFIE finalist for sustained campaign results.
The strategy and creative work have been covered by Reuter’s, The Wall Street Journal; NPR, Business Week and Adweek.
The strategy is now taught in marketing curriculum in various universities across the U.S.
The effort successfully positioned a traditional denomination as a dynamic and purposeful global brand.
Last, it has helped change the lives of many people.
Campaign:
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