The United Methodist Church has put together an online tutorial to help churches create a marketing plan. It’s a seriously-involved, 5-step effort that includes homework with PDF downloads, action steps and a worksheet to fill out your marketing plan. It starts with with values and vision and ends with ongoing evaluation and adjustment to make sure your plan is working.
This is a meaty resource, ideal for any church that wants to get serious about marketing (and no, you don’t have to be Methodist). The biggest downside is that it’s entirely online, so you’re on your own. There are lots of resources and downloadable helps, but not everything is completely explained and if you’re left scratching your head, you’re out of luck (though you could always seek help in the Church Marketing Lab). But it looks like a good (and free) way to get started with a marketing plan.
Check out the overview of the tutorial and consider using it for your church.