Sarah Joyce, MBA ’14: Using Common Marketing Approaches In Uncommon Places | Summary and Q&A

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May 21, 2013
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Stanford Graduate School of Business
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Sarah Joyce, MBA ’14: Using Common Marketing Approaches In Uncommon Places

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Summary

In this video, the speaker discusses how she would approach the declining revenue and market share problems of the Catholic Church if she were the CEO. She explores the need to engage with millennial Catholics, use social media and direct outreach to attract them, innovate the homily to connect with their modern world, and utilize a mobile app to maintain their engagement. The speaker encourages viewers to apply a consumer marketing lens to any industry or problem they may be facing.

Questions & Answers

Q: What approach does the speaker suggest for addressing the declining revenue and market share problems of the Catholic Church?

The speaker suggests approaching the problem through consumer marketing lens and focusing on engaging with millennial Catholics.

Q: How does the speaker propose attracting millennial Catholics?

The speaker proposes using social media and direct outreach to attract millennial Catholics. She mentions how influencers, like celebrities and athletes, can play a significant role in reaching this demographic.

Q: Why does the speaker emphasize the importance of social media?

The speaker highlights that social media is where millennials are active, and leveraging platforms like Twitter can help reach and engage with this demographic effectively.

Q: How does the speaker suggest using data to predict when millennials may be going through significant life events?

The speaker draws parallels with a famous Target campaign that used customer data to predict when expectant mothers may need baby products. Similarly, she proposes using available demographic data to analyze when millennials may be going through major life events, making them more receptive to engagement.

Q: What does the speaker propose to innovate within the Catholic Church?

The speaker proposes innovating the homily, which is when the priest connects the fundamental teachings of the church to the modern world. She suggests hiring professional speakers, speechwriters, and communication coaches to ensure consistent and impactful homilies.

Q: Why does the speaker emphasize the idea of videotaping effective messages?

The speaker suggests recording and sharing impactful messages so that they can be accessed by the whole network, eliminating the need for people to travel to specific parishes or priests.

Q: How does the speaker suggest keeping millennial Catholics engaged beyond Mass?

The speaker discusses the use of mobile apps to share content, create a prayer wall, track attendance, and even accept online donations. She mentions that many parishes are already using such apps and highlights the need for the Catholic Church to adopt this approach.

Q: In what sense can this approach be applied to other industries or problems?

The speaker suggests that adopting a consumer marketing lens can be beneficial for any industry or problem. By thinking about the customer experience and finding innovative ways to engage with them, businesses can optimize their approach.

Q: What is the key takeaway from this video?

The key takeaway is that an uncommon approach can work in even the most uncommon place. By thinking differently, using modern tools like social media and mobile apps, and focusing on engaging the target audience, organizations can turn around declining revenue and market share.

Takeaways

The speaker's approach to addressing the declining revenue and market share problems of the Catholic Church involves engaging with millennial Catholics, leveraging social media and direct outreach, innovating the homily, and utilizing a mobile app to maintain engagement. This approach can be applied in various industries by adopting a consumer marketing lens and optimizing the customer experience. The key takeaway is that thinking differently and finding innovative ways to engage with the target audience can lead to positive outcomes even in unconventional places.

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