Navigating Multisite Church Communications | Karianne Langfield

#multisitechurch #churchcommunications #marketingstrategy
Navigating Multisite Church Communications | Karianne Langfield
Hosts Bart Blair and Zac Bernauer interview Karianne Langfield, Communications Director at Eaglebrook Church. Karianne shares her journey into ministry, starting with involvement in campus ministry in middle and high school. After college, she joined Eaglebrook Church's staff 14 years ago, initially as a pastor for their first mobile location. She later transitioned to the central team, eventually becoming Communications Director.
Eaglebrook Church has grown to 14 locations across Minnesota and the Midwest, with plans for expansion. They also have an online presence with viewing groups across the country. The church focuses on weekend services, kids' ministry, and student ministry on Wednesdays, eschewing other traditional church programs to maintain a simple, focused approach.
Karianne leads a team of seven handling communications for all 14 locations. They prioritize the weekend experience and provide tools for campuses to manage their own communications. The team focuses on Instagram, KZbin, and Facebook, choosing not to be on all social media platforms due to resource constraints.
For internal communications, Eaglebrook uses a streamlined approach aligned with their mission to reach people for Christ. They don't have many competing events or programs, which simplifies their communication strategy. They use an app, email, and text messaging, but in ways that differ from typical church usage.
To reach unchurched people, Eaglebrook relies heavily on word-of-mouth invitations. Their marketing emphasizes relatability, accessibility, and humor to make church feel welcoming and non-intimidating. They create marketing messages that resonate with local culture, such as references to cabin life in Minnesota.
Karianne shared a successful marketing campaign called "How Happiness Happens," where they delivered "happy bags" filled with items like kites, bubbles, and coffee to people's homes. They also gave away t-shirts that are still worn by members years later, creating a sense of connection and longevity within the church community.
For professional development, Karianne mentioned Jeff Henderson's book "Know What You're For" as influential in shaping their marketing strategy. She also values insights from Glu (a church consulting group) and emphasizes the importance of experimenting and learning from the marketplace.
Throughout the conversation, Karianne highlighted Eaglebrook's focus on reaching people for Christ, their adaptability in using different communication channels, and their efforts to make church accessible and relatable to newcomers. She emphasized the importance of being strategic with resources, focusing on doing a few things well rather than trying to be everywhere or do everything.
The hosts and guest discussed the challenges of church communications, especially in a multi-site context, and the importance of maintaining brand integrity while allowing for local campus autonomy. They also touched on the need for churches to adapt to changing communication landscapes and the value of experimenting with new approaches.
The conversation provided insights into how a large, multi-site church manages its communications strategy, balancing centralized messaging with local campus needs. It highlighted the importance of staying focused on the church's mission while being willing to innovate and adapt communication methods to effectively reach and engage both church members and the unchurched in their community.
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