Church communications guide
How to Create a Church Marketing Plan
Creating a marketing plan might not be the first thing church leaders think about. But if you want your church to reach new people and serve its community well, intentional communication matters.
A church marketing plan is not about promotion for its own sake. It is a practical way to communicate the gospel, invitations and opportunities to belong in a manner that is clear, relevant and welcoming.
1. Start with your why
Before creating posters or posting on Facebook, define why your church exists, who it is trying to reach and what change you hope to see.
Without a clear sense of purpose, your marketing will lack direction.
- Your church vision and mission
- The people you particularly hope to reach
- Your primary ministry or outreach goal for the year
- The next step you want a newcomer to take
2. Audit what you already have
List every channel your church currently uses. Be honest about what is current, what people actually read and what has become difficult to maintain.
- Website and plan-a-visit information
- Facebook, Instagram, TikTok or YouTube
- Printed invitations, signage and welcome materials
- Email newsletters and WhatsApp groups
- Livestream, podcast and sermon recordings
3. Set useful, measurable goals
A clear goal connects communication activity to a ministry outcome. Instead of saying ‘improve social media’, decide what improvement should look like and when you will review it.
- Grow the email list by 100 relevant subscribers
- Increase registrations for an outreach event by 20 percent
- Publish three helpful social posts each week for three months
- Increase completed plan-a-visit forms from local families
4. Choose channels wisely
Do not try to be everywhere. Focus on where the people you want to reach already spend time and on the channels your team can maintain well.
For many UK churches, a useful mix includes an up-to-date website, one or two active social channels, a regular email, printed invitations for key moments and sermon content that can be reused throughout the week.
5. Plan around the church calendar
The church year gives your communications plan a natural structure. Plan early enough that each campaign has time to reach people more than once.
- Advent and Christmas: invitations, hope and community
- Lent and Easter: reflection, testimony and new beginnings
- Summer: community events, families and children’s activities
- Autumn: small groups, Alpha, students and new sermon series
6. Measure and adjust
Every quarter, review website visits, social engagement, enquiries, event registrations and feedback from newcomers. Note what helped people take a real next step and what created work without producing value.
Marketing is ministry too. Keep listening, learning and adjusting as your church and community change.
Keep mission at the centre
A church marketing plan is not about looking polished or competing with another congregation. It is about making sure people in your community can find clear information about hope, help and a place to belong.