(This assignment uses the chapter’s opening vignette as its input information. It asks you to apply skills you have learned in a basic marketing class but requires you to be creative in how to apply them in a nonbusiness situation. This will likely take considerable time and thought, but the process will form an excellent base for further understanding of the nonprofit strategic planning process.) As communications director on the church’s executive staff, you find that you are the only staff member with a marketing or business undergraduate degree. There is a critical need for the development of a strategic plan to address the new vision, and you are the only one who actually knows what strategic planning involves. Other staff members have backgrounds in liberal arts, education, ministry, and the like. The spiritual leader of the association and all the pastors of the 65 individual congregations were trained in seminaries that never covered marketing or strategic planning. According to modern team theory, the leadership role shifts to the one who can do it. Obviously, the association’s spiritual leader will still be in charge, but you are the one most capable of applying business theory to this situation, so you will take the lead. Begin by identifying where and how you could “market” the vision to the congregations, being specific as to what the message would be, how it would be delivered, and how you would measure its effectiveness. This marketing effort will involve a campaign rather than a one-time communication. Next, identify where and how you could use your skills in market research, segmentation, product positioning, consumer behavior, the consumer decision making process, forecasting, the marketing concept, environmental analysis, economic analysis, product or offering life cycle, personal selling, and sales management. Be specific as to what you could do and how you could do it. Finally, be sure to consider how you will identify and treat the various views likely to be found, and be particularly careful to identify key sources of revenue for a church and how the change may affect them. Be specific.