Many congregations’ PR/Communications committees spend advertising money on PBS stations because they listen to NPR programs, as do many members of their congregation. But the fact is, radio is an unproven medium for advertising UUism, and it requires a large budget. Our campaign's objectives focused on tracking the effectiveness of advertising on PBS/NPR so that congregations can make sound judgments with regard to their growth goals and advertising budgets.
Campaign Objectives
Develop powerful and professional advertising campaign to “Spread the Word” about Unitarian Universalism.
Receive pledge of financial and administrative support from congregations (ministers and communication directors) in the broadcast area.
Develop a team of ministers and UUs with radio and advertising expertise to generate top-quality, 15-second announcement messages.
Measure the effects of public radio advertisements on the number of visitors and increase in membership for congregations within broadcast area during the campaign.
Establish baseline of typical number of visitors by creating a form to track the number of visitors 2 months prior to advertisements. [NOTE: This objective was later changed to track number of visitors 2 years prior to advertisements.]
Continue to track the number of visitors during campaign and 2 months following the campaign, and account for all visitors who heard the announcements on PBS/NPR.
Obtain a toll-free number for PBS/NPR listeners to call for more information. Calls to this phone number will be tracked. 404-542-gauu (4288).
Create a website specifically targeted at PBS/NPR listeners with the web address given in advertising messages only – not publicized anywhere else . Visits to this website will be tracked. www.gauu.org
Increase awareness of Unitarian Universalism via public radio announcements.
Distribute advertising campaign material, tracking tools, and results to all Mid-South District congregations and to UUA (for nationwide distribution).
The Radio Team ensured that every objective was accomplished. There were a few modifications to accommodate changing circumstances, but the objectives were only enhanced, not diminished (e.g., we decided to collect past visitor data for 2 years instead of initial objective of 2 months).
Website developer at Georgia State University Distance Learning
Author of the "Contentor" (Content Management System used on gauu.org)
Graduate Student in Sociology at Georgia State University
Once the Radio Team developed the premise and basic objectives of the program, we solicited support from each congregation that would be involved, including at least one representative from the congregation and the minister. Those who were approached about this project immediately seized upon the concept and pledged their financial as well as administrative support. These are the ministers and congregational representatives that ensured that this campaign was successful:
Rev. Suzanne Meyer and Ms. Robin Kottman – U U Congregation of Atlanta Rev. Don Southworth and Ms. Charlotte Alyea – Northwest UU Congregation Rev. Greg Ward and Mr. Randy Blasch – U U Metro Atlanta North Rev. Angie Thiessman and Ms. Shari O'Brien – U U Congregation of Gwinnett Rev. Glenda Gray – Emerson Rev. Frances West, Mr. Richard Hyatt, and Mr. Scott Akridge – UU Cong of Marietta Rev. Marti Keller and Ms. Lyn Hopper – Georgia Mountains UU Church Rev. Marsha Mitchner – First Existentialist Congregation Mr. Stan Burch – West Georgia U U Fellowship
Conclusions
Team Effort! From start to finish, this project took nearly two years to develop and complete and required many dedicated volunteers. We sincerely thank everyone who played a role in this project; it took a lot of effort but it was worth it!
The Radio Team met with the ministers and the congregational representatives to discuss the project's concept, objectives, potential, and the required involvement for everyone. After this initial meeting, 100% of our communication was done via email and the project's website (www.gauu.org). We sent tools and updates to the members via email, and the representatives sent their visitor information via email and/or a form on the website. One of the comments in our feedback was that the Radio Team made it easy to participate in the program (Appendix F, Feedback).
UU Quotations:
In a world where there is so much to be done, I felt strongly impressed that there must be something for me to do.
