Situation Overview for Prince of Peace parish, San Antonio, TX. Company and General Marketing Strategy, Google Analytics Goals, Increasing SEO, Social Media Strategy, and expectations.

1. Prince of Peace

2. Overview
ED

3. Prince of Peace Catholic Church is a vibrant
and growing parish in San Antonio, Texas.
Current digital marketing is limited to a table-
based and difficult-to-update website

4. General Parish Goals
Parish is looking to increase membership and
redesign website

5. Situation Analysis
Summary
Ed

6. ● 5,000 families
● increased from 4200 a decade ago
● Industry: Faith
● Target Audience: Everyone, especially those
within official borders

7. Demographics
● Largely Middle class
● 60/40 Hispanic/white
● Generally Reflective of area

8. SWOT summary

9. Company and General
Marketing Strategy
Omari

10. Currently does print advertising (fliers)
Suggest: Add Digital Component

11. Google Analytics Goals
Omari

12. Membership Growth
● Email list/Contact List
● Social Media Audience
● New Member Online Registrations

13. Membership Engagement
● Social Media Activity
● Return Website Visitors
● Positive Reviews

14. Additional things to watch
● Bounce Rates
● Mobile Access

15. Referring domains

16. Increasing Organic SEO
Sheina

17. Linking with Organizations
● Neighboring parishes
-St. Anthony Claret, St. Dominic, St.
Brigid
● Special Guests
-i.e. Musical artist Josh Blakeley

18. Website Content
● Content should be organized in a way that is
easier for users to navigate through
● Homepage is in need of major reorganizing
● Many pages can be condensed to just one

19. Keyword Strategy
● Keywords to emphasize include words that
classify the church’s denomination and lists
service times and events.
● According to Google Adwords, search
popularity is highest for the following:
-spirit retreats, catholic retreats, acts retreat, catholic mass times,
christian retreats

20. Keyword Strategy
● We also propose utilizing keywords that
reflect other popular services sought after by
those within a parish.
● This includes but is not limited to
quinceañera, weddings, Catholic education,
and baby christenings/baptisms.

21. Keyword Strategy
● For example:
-catholic baby christening, catholic quinceanera, catholic quinceanera san antonio,
father patrick cronin baby christening
● Next, the most popular keywords for users searching for
a catholic church involve mass times or schedules:
-mass times catholic ,mass schedules ,prince of peace mass times, sunday mass
times, prince of peace church mass times, parish bulletin

22. Keyword Strategy
Most importantly, keywords with the name of
the parish must be emphasized, as there are
several catholic churches in the San Antonio,
TX area who offer the same services and
concept of community:
-prince of peace in san antonio, prince of peace, prince of peace catholic
community, peace of peace catholic, prince of peace catholic church, prince of
peace parish

23. Sample Site Description
Prince of Peace Catholic Church | San Antonio,
TX
www.princeofpeacecatholic.org
San Antonio, Texas. A Catholic Community that
strives to foster Christian love and continuous
spiritual growth and unity among followers of
Jesus Christ.

24. Landing Page Elements
● Headline
● Subheadline
● Images
● Explanation

25. Social Media Campaign
Sheina

26. Sample Tweet
“Going live with @JoshBlakesleyBand at 6pm
in the main hall! The band will be playing
songs from their new album and having free
giveaways at the parish this evening.”
#princeofpeacesatx, #grateful,
#joshblakeslytour

27. Sample Facebook
“Jesus loves you and wants to speak to you
especially when you wrestle with doubt. This
Father
Cronin’s sermon talked about coming to Christ
with all your needs and leaving them there.”
#dependentonchrist, #princeofpeacesatx

28. ● Sharing their most memorable experiences
at the parish.
● Winners would get free admission to a parish
retreat.
Contest

29. ● Uniformity in appearance
● Good biography (“bio”)
Social Media

30. ● Events
● Quotes
● Consider Times to tweet
● Hashtags
● Retweet requests
Twitter suggestions

31. ● Strong Content
● Consider Times to post
● Hashtags
● Similar to Twitter
Facebook suggestions

32. Inorganic SEO strategies
Omari

33. CPC
Suggest Using Cost Per Click

34. Sample Ads

35. Sample Ads

36. Reviews

37. Expected Results and
Recommendations
ED

38. Metrics
● Difficult to measure without baseline
analytics
● Only baseline is general perception of
“horrible website”
● But that is still measurable in qualitative and
quantitative ways

39. Expectations
● Growing Mailing list
● Growing and active Social Media Audience
● Increased Return website Visitors
● Higher Webpage Ranks
● Reduced “bounce”

40. Recommendations
● Install Analytics
● Create “Brand”
● Setup Social
● Improve Website Content
● New Website Design
● Increase Digital Marketing

41. FIX ASAP
● Bandwidth limit
● Fix missing old pages (301 redirects)
● Fix missing new pages (404 errors)

42. Additional Suggestions
● Survey Parish
● Use WordPress as CMS

43. What you took away from
completing the project
ALL