Posts Tagged No satisfied Christians

Target Demographics

Open to all, focused on Austinites (within city limits): 20-somethings and 30-somethings, young starters, young professionals, tech workers, and students. Special focus on dissatisfied Christians and anti-baptist postmoderns. (See Percept data reports for detailed local breakdowns of demographic and psychographic distributions.) By having a “target”, we are not closing ourselves to other people; the purpose of having a target demographic is to provide focus and starting point for planning and outreach.

[This is from the Launch Plan for New Way Church in Austin, TX. Yesterday began this section on People. Next we’ll continue the theme with a post on the Initial Leadership Team.]

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Marketing Philosophy

Tagline: “New Way Church: Welcome to Christianity 2.0”.

We cannot be the 1st mover in the “Christian church” category in Austin, obviously, so our goal is to create a new category: “Christianity 2.0”. We will sacrifice market leadership in whatever areas are necessary in order to focus on our unique values and offerings. We will focus on opposite characteristics and not on similarities with category leaders / first movers. The goal is to communicate our differences in a compassionate, non-argumentative way to those who are looking for something different.

Advertising will focus on the “New Way” brand, appealing to people who are spiritually minded but view traditional christianity as outdated and no-longer in synch with postmodern reality. E.g., “Imagine a New Way of seeing God”, “No satisfied Christians here”, etc. Affiliation with the “New Church” umbrella brand will be clear. “New Way” draws on early apostolic Christianity’s original name, “The Way”, while also subtly evoking a more eastern, wholistic approach to spirituality. By tagging the brand with “Christianity 2.0” we emphasize the “New” in “New Way” and “New Church” in a way that appeals to postmodern tech-savvy adults looking for something more than just another flavor of old-school organized religion.

[This is from the Launch Plan for New Way Church in Austin, TX. Yesterday we talked about the commitment to No Premature Real Estate. Tomorrow I’ll explain Service Evangelism.]

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