Fraternal Programs > Visibility Toolkit > Power Tools: Paid Advertising
Power Tools: Paid Advertising

When to Use: When you have a very specific, brief, easy-to-understand message. Also when you want to be sure you can control the message as well as where and when it will appear.

Benefits: You control the content and the appearance, and you can guarantee your message won’t be bumped by any local or national events.

Cautions: Ads can be very expensive, and given that an ad needs to be repeated to be successful, running an “ad campaign” for an event may not be practical.

How to Use:

• See the sidebar to the right for where chapter leaders can access templates for print ads.

• If you have Microsoft Word, simply enter your local information where indicated, save the document to your hard drive and send it as an attachment in an e-mail to your newspaper (check first to see how they prefer ads to be submitted).

• If you do not have Microsoft Word, use the PDF version and save it on your hard drive. Attach the file and send personalized information to replace the variables (indicated in the ads by brackets) in your e-mail message.

• If you are a service team member, ask a chapter leader to e-mail the ad templates to you.

• Tip: Be sure to inquire about the cost of running the ad. Prices can vary dramatically according to the circulation reach of the newspaper.

• Use caution in your wording. Be sure to list Thrivent Financial for Lutherans correctly. Some examples of errors that should not be used:
  • Thrivent Caring Community
  • Thrivent Branch 99999
  • Thrivent Financial Fund
  • Traverse/Grant Thrivent
  • Thrivent Insurance
  • Thrivant Financial (misspelled)
  • Thrivent for Lutherans

Recipe for advertising success

• Just the facts! Answer who, what, when, where, why and how in your ad. Keep information brief and easy to understand.

• Repetition, repetition, repetition! Research shows that people need to be exposed to an ad three times to remember the message. If possible, run more than one newspaper ad and as many radio or television ads as you can afford.

• Go big! To capture attention, run the largest print ad you can afford. Use a large headline. Run a large photograph of people in action. (However, don’t compromise size for frequency. In other words, run as large an ad as you can afford—but keep in mind that it’s better to repeat your message several times.)

• Mix it up! A mix of media will help you reach more of your target audience.

Timing is everything—standard lead times
An ad is most effective when it’s well-timed. Be aware of the following standard lead times as you develop, create, purchase and place your ad.

Advertising Vehicle	Lead Time
Newspaper	1 month
City/community magazine	1 to 3 months
Local radio	6 to 8 weeks (add an extra month of lead time for a major promotion)
Outdoor ad/billboard	4 to 6 months

Where do I find….   To view and download templates and ads on www.thrivent.com:   •   Chapter leaders: Select Members/Chapters > For Chapter Leaders > Administration Menu > Order Chapter Supplies.   •   Congregational Coordinators: Members/Chapters > For Congregational Coordinators > Administration Menu > Order Congregation Supplies.   If you are creating your own ad, be sure to include the Thrivent Financial logo. Please send an e-mail to logoreq@thrivent.com. Attach a copy of the proposed ad with your request for the logo. Details Questions? contact MARKETING@thrivent.com or call 888-422-5737, ext. 34699.

Consider other media vehicles   •   Internet advertising   •   Mall sign   •   Bus ads or shelter posters   •   Billboards

The nuts and bolts: Advertising tips   •   Plan ahead! Run your ad at least 10 days before the event, so people can reserve the date on their calendars.   •   Purchase early! Media costs can increase if you purchase close to deadline—and the media vehicles may be sold out of space if you wait too long.