One of the most powerful marketing tools you have is one you use every day—perhaps without thinking about it. It's your calendar.

The calendar is a powerful marketing planning tool that can have a positive and important influence over your ministry. Capitalizing on major and minor holidays, as well as life changes in the people of your community, can open up more opportunities to market your ministry while ministering to others.

Home for the holidays

Most churches have noticed that more people attend during Easter and Christmas than at any other time of the year. Other holidays also become natural times to plan important outreach events and programs.

Don't just consider the timing of holidays. As you plan your ministry activities, think about other possibilities. All around you are people going through important stages of their lives. For example, there's an opportunity for ministry when couples get married, or when those couples have babies. These kinds of opportunities with people depend not just on the calendar but also their personal stage of life.

New people moving into your community offer another opportunity. Find out who those people are so you can minister to them at a time when they feel they need it most. They're at a stage in their lives when they are probably more receptive to looking for a church home.

Find those names, contact them, and invite them to be a part of your ministry. If your timing is right, there is a better chance that they will become involved.

Plan for the year ahead

Rather than planning for each event as the dates draw close, why not plan your entire year's outreach in advance? Many organizations plan far ahead, such as preparing for Christmas in July. Why not have your media and promotion strategy so developed and ready that you are ready to roll with it long before it arrives? Timing is everything.

Don't worry that having plans laid out will make you less flexible. Quite the opposite; you will be ready to make needed adjustments when other details are resolved. 

Your marketing will advance light years ahead of where you are now if you can discipline yourself to prepare in advance. By being more prepared, you might even find you enjoy the holidays more than ever. Imagine not rushing and working through the holidays like you are "cramming" for a final exam. Feel more relaxed already?