National Ad Campaign Gets Underway
Episcopal News Service. June 8, 2004 [060804-1]
A national ad campaign to help create awareness of the Episcopal Church took its first public step last week as Presiding Bishop Frank Griswold indicated his support in a letter sent to diocesan bishops June 2. "I affirm this initiative, and I think that it comes at the right time for our church," Griswold said. "As we continue to engage the mission energies in our church, the campaign is a bold step towards reaching out to a broader audience."
The idea of a campaign was born from the strategy group of the 20/20 movement, a goal that General Convention adopted in July 2000 to contribute to the growth and vitality of the church and its congregations. The group, which recognized that advertising is a key part of the conversation, especially among "next generations," saw advertising as an opportunity "to raise Episcopalians' perceptions of themselves and lead to intentional welcoming training among churches."
Directed by the Episcopal Church's Office of Communication, the campaign will seek the involvement of every parish, diocese and province in the Episcopal Church. Bishops are being asked to name a "point person" at the diocesan level to coordinate the involvement of parishes in making local TV, radio and print buys. A national TV buy will be handled at the national level, but all ads will appear at the same time; first in a one-time, one-day ad in November and then for a specified period of time before Easter 2005.
The ads, being made available to churches and dioceses at no cost, encourage people to visit a special Web site that will link to local churches in the viewer's area. Churches will receive information this summer with clear instructions about what is involved in becoming part of the campaign. The materials will include information and exercises that churches can use to ensure that they are prepared to fulfill the objectives of being a truly welcoming church. Clear strategies on how to make a local cable buy will also be outlined. Live, personal help will be available to dioceses and churches that join the effort from the Episcopal Media Center.
"I believe that this campaign will take advantage of the enormous name recognition the Episcopal Church has right now," said Dan England, director of communication for the Episcopal Church. "They will say to viewers, 'when you're ready, we're here for you,' and by asking churches to take a new look at the level of welcome they're extending to visitors, people will like what they find when they come."
Charles Fulton, Director of Congregational Development, has also been involved extensively. "I'm confident that this campaign will build esprit de corps among our churches," he said. "I'm also excited that it will provide an opportunity for individual Episcopalians to tell their faith story and invite friends and neighbors to church."