Strategic Communications Plan 2018 (COM 613)

Pine Valley United Methodist Church was originally established in 1961 with a small congregation of the Pine Valley Estates neighborhood in Wilmington, North Carolina. After over 50 years of consistent service and ministry to the community, the congregation has only grown and strengthened. However, as culture and theological branches of ministry have stepped out into mainstream culture (non-denominational churches, etc), traditional and classic cornerstone churches are closing their doors daily or blending with other local churches. Pine Valley at the time was no different.

In 2016, the rough beginnings of a strategic plan for Pine Valley began to form. The church, at the time, was growing at an impressive rate, however the conversion from attendance to retention to engagement was low. Initial attempts to rebrand had resulted in “hum-drum” responses and little change. The church still has an impressive reputation in some areas, such as excellence in worship and family ministry impact, but is falling behind in communicating that stellar reputation to the community and even the congregation.

Effective January 2018, an official initiative was introduced to officially begin rebranding the online presence of Pine Valley for long-term communication solutions to some of their most pressing ministry needs and to impact long-term retention of membership.

Throughout the course of this plan, we’ll be addressing potential opportunities available and suggested next steps based on previous conversations with staff and experience with the church culture. This analysis will be presented through the lens of Robert Putnam’s social capital theory, which focuses on the relational currency built within organizations. In observing opportunities we’ll also be mapping the next steps for the congregation and staff moving forward to continue supporting the mission of Pine Valley: connecting hearts to Christ and to one another.