Marketing Challenges

Calvin C. Yu @ GLS Asia Team Event / 2010.09.08

Potential Participants’ PuzzlesIs GLS relevant?

Is GLS Relevant?

• Message vs. Event

• Promotion

• Different stages

• Different levels of depth

• Different media

Churches’ PuzzlesStrategic positioning

against local initiatives?

Strategic positioning

• Partnership with local organizations

• Different experiences: filling in the missing piece

• A platform for sharing and exchange

Too many Christian eventsHow to differentiate?

How to differentiate?

• Make materials bit-size, sharable and re-usable

• “Simplicity is the ultimate sophistication”

• Example: Bookmarks with Bible verses

• Hardcopy, video, blog articles, slides

A.C.E.Key Objectives

Key Objectives

• Awareness

• the message & the Summit

• Communication

• needs & responses

• Education

• continuous education

P.I.E.Key Strategies

Key Strategies

• Participation

• learn & share

• Interaction

• know each other better

• Empowerment

• Creative Commons

Before.During.After.3 Stages

3 Phases

• Phase 1: Before the Summit

• the relevance

• Phase 2: During the Summit

• momentum escalation

• Phase 3: After the Summit

• sustainable sharing & exchange

Top-down.Bottom-up.Hybrid Approach

Hybrid Approach

• Top-down:Traditional channels & media

• Bottom-up:Online channels & media

• Social media

• Mobilizing trusted connections

Traditional Channels

• Printed Materials: bookmark, poster, leaflet, etc.

• Word of Mouth

• Partner Churches

New Channels

• Social media

• Facebook Page

• Twitter

• YouTube

• Slideshare

• Delicious

• Wordpress Blog

ONE MORE THING

Youth LeaderDevelopment Programme

“Walk Together”

“Walk Together”

• Objective

• prepare potential leaders for future GLS

• prepare potential leaders for local Christian community

• Participation Criteria

• Christian

• a serving heart

Questions?

In search of excellence for HIM