Reaching Souls in Your Own Backyard
“Evangelism methods have transformed significantly over the past decade. Today, churches and religious organizations can harness digital outreach to connect with individuals searching for study, community, and the Truth—essentially, a modern form of “digital door knocking.” ~ Church in West Palm Beach, Florida
The Challenge
In today’s digital world, churches face a unique challenge: how to build genuine relationships and trust among community members who may not be aware of the church’s mission or activities. This challenge was especially felt by a well-established church in West Palm Beach. The church was thriving in its internal community and missionary work, but it wanted to expand its outreach efforts to connect with people living in the surrounding neighborhoods. They hoped to gently introduce themselves and make it easier for locals to explore what they could experience in a church service or Bible study.
The Goals for the Church
The church’s outreach objectives were clear but ambitious. They aimed to:
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- Reach young families with children in the community who may be searching for a church group with other families to study and grow with.
- Reach residents in surrounding communities that may not have heard of the church or have driven past the building but wanted more information before visiting.
- Increase general awareness by reintroducing the church to locals who might have heard of it before but needed a reminder to consider visiting.
To achieve these goals, the church collaborated with A Nice Guy Marketing to implement a geofencing strategy specifically tailored to reach community members effectively and respectfully.
The Geofencing Game Plan
To bring this vision to life we developed a three-part geofencing strategy to help the church reach and engage with nearby families:
Demographic Targeting
The team created several demographic segments using first-party data. This allowed us to accurately reach individuals in the community who fit specific criteria, such as having young children or being single parents. These segments provided a foundation for A/B testing, enabling the team to determine which demographics responded most effectively to the church’s messaging. This targeted approach ensured the campaign was optimized for the most impactful results.
Neighborhood Geofencing
Geofences were strategically placed around neighborhoods close to the church building, specifically targeting residents rather than visitors passing through. This technique allowed the church to focus its messaging on those living nearby who would most likely benefit from learning about the church’s community and programs. By targeting households within a particular area, the church was able to make a more authentic connection with its local community.
Site Retargeting
Site retargeting was essential in keeping potential visitors engaged. By pixel tracking users who clicked on the church’s ads or visited the website, we were able to re-engage these individuals with additional content, creating a “drip campaign” that nurtured interest over time. This tactic not only increased recognition of the church but also helped optimize ad spend by targeting a lower funnel audience that’s already familiar with the church.
Geofencing Campaign for the Church Results
1,957 Clicks | 0.13% CTR | 216 visits
Additionally, the campaign revealed valuable insights into community engagement:
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- Website Engagement: 1,947 website visits, allowing the church to connect with potential visitors online and share its message digitally.
- In-Person Engagement: 216 individuals visited the church building, demonstrating a direct impact on foot traffic from the local community.
Interestingly, single parents were the most responsive demographic, engaging consistently with the ads and visiting the church building more frequently than other groups. The ads also featured messages aligned with the church’s values and reputation, ensuring the campaign’s authenticity and building trust among those who viewed them.
Next Steps for Geofencing
The success of this campaign demonstrates how geofencing can be a powerful tool for churches looking to reach out in meaningful ways. With A Nice Guy Marketing, churches can tap into this technology to expand their reach, engage with local communities, and amplify their message in a cost-effective manner.
Geofencing offers churches the ability to connect with people on their terms, meeting them where they are and sharing messages that resonate. By leveraging these digital tools, churches can extend their reach, promote events, and foster a sense of community in ways that are both modern and respectful. If your church is ready to explore the potential of geofencing, contact A Nice Guy Marketing today for a free consultation. It’s time to take outreach efforts to the next level and make a lasting impact on the lives of those nearby.