Does marketing and VBS in the same sentence make your stomach turn? We know it can be daunting to feel like you need to market your Vacation Bible School. However, the reality is that you need to promote your VBS so families in your community know when, where, and why this is happening. Whether this is your first VBS or your 100th, following a marketing playbook and timeline will be a game changer for your VBS promotion. So, let’s dive in.

Why Marketing Your VBS Matters

Marketing your Vacation Bible School isn’t just about getting the word out; it’s about creating a bridge that connects your church to families, kids, and your broader community. When done right, an effective marketing strategy can:

1. Increase Participation

A well-marketed VBS ensures that your event reaches its full potential. When people know what to expect and how much fun their kids will have, they’re more likely to sign up. Research shows that parents are more likely to enroll their kids in a program when they see consistent and compelling promotion. Highlighting your VBS theme, sharing engaging visuals, and emphasizing key details like dates and activities can create excitement and encourage registrations.

2. Reach New Families

Your VBS is arguably one of the best outreach opportunities your church has each year. Strategic marketing allows you to extend your reach beyond your regular attendees to families in the community who may not currently have a church home. People are more likely to consider attending a church event if they hear about it through social media or a personal invite. By utilizing multiple marketing channels—from social media to local partnerships—you can connect with families who might not otherwise step foot in a church.

3. Build Excitement in Your Church

When your congregation sees the buzz surrounding your VBS, they’re more likely to get involved as attendees or volunteers. A well-communicated campaign inspires ownership, making VBS a unifying event for your church community. Highlighting sneak peeks, countdowns, and behind-the-scenes moments can amplify excitement among both your team and participants.

Know Your Audience

Understanding your audience is crucial for crafting messages that resonate and connect. When promoting your VBS program, it’s essential to recognize the different groups you’re targeting. Each group has unique motivations, needs, and desires. Here’s a quick breakdown of key groups and how to tailor your messaging for each:

1. Parents

Parents are focused on the long-term impact your VBS will have on their children. They want to know that their kids will not only have fun but also grow in faith, build friendships, and be safe while attending.

Messaging Tips:

• Highlight the spiritual and developmental benefits for their children.
• Emphasize how the experience will help kids understand essential life lessons.
• Offer reassurance about the safety, care, and trustworthiness of the program.

Example:
“Give your kids a summer full of fun AND faith! Our VBS program will help them grow closer to God while making lifelong friendships. Plus, it’s safe, welcoming, and designed with your child’s growth in mind!”

2. Kids

Kids are all about having fun and experiencing something exciting. They want an action-packed VBS full of games, creativity, and new adventures.

Messaging Tips:

• Focus on excitement, adventure, and the thrill of participating in activities.
• Use vibrant, playful language that sparks imagination and curiosity.
• Make it sound like something they won’t want to miss!

Example:
“Get ready for the BEST week of summer! Games, crafts, new friends, and tons of fun—VBS is the place to be!”

3. Volunteers

Volunteers are motivated by the opportunity to serve, make a difference, and be a part of something bigger than themselves. They want to know how their time will have a meaningful impact on the kids and the community.

Messaging Tips:

• Appeal to their sense of purpose, emphasizing how their involvement will change lives.
• Show appreciation for their commitment and highlight the sense of community and teamwork.
• Be clear about the role they’ll play and how they can make a direct impact.

Example:
“Want to make a real difference this summer? Join our VBS team and help kids grow in faith! It’s a chance to serve, connect, and be part of an amazing community.”

4. Community Members

Community members, whether they’re friends, neighbors, or church supporters, want to know how VBS impacts the local area. They may not have children involved, but they care about supporting meaningful initiatives.

Messaging Tips:

• Highlight the positive impact the event will have on the community.
• Focus on the outreach and relationship-building aspects of VBS.
• Invite them to participate, volunteer, or support in any way.

Example:
“VBS is more than just a fun event—it’s a chance for our community to come together and make a lasting impact on the next generation. Want to be a part of it? There’s still time to help!”

Create a Marketing Timeline

A well-organized marketing timeline is essential for building momentum and ensuring a successful VBS event. Starting early and strategically planning your communications will help you reach your target audience at just the right time. Here’s a breakdown of what to focus on in the 6-8 weeks leading up to your VBS:

3 Months Before VBS: Start with a Big Announcement

At this point, it’s all about creating awareness. Begin with a strong, attention-grabbing announcement. Use a variety of channels, including flyers that can be distributed at church events, email blasts to your ministry’s contact list, and Sunday morning stage announcements to reach parents and church members. You want to make sure that your community knows the dates, theme, and registration information early, so they have time to plan ahead. This is also a great time to spark interest with a teaser video or post on social media.

2 Months Before VBS: Launch Registration

By week four, it’s time to move beyond awareness and start driving action. Launch your online registration process (if you use one) and make sure it’s easy to find and complete. Share links on social media and in email campaigns, and highlight any early bird pricing or discounts. This is also a great time to share promotional videos on social media—showing snippets of what kids will experience, the fun activities, and the impact they’ll have. The goal is to get families excited and committed to signing up early.

1 Month Before VBS: Highlight Daily Themes & Volunteer Opportunities

As VBS draws closer, it’s important to stay top-of-mind and create a sense of urgency. Post regular reminders about registration deadlines and encourage people to sign up if they haven’t already. Each week, highlight a different day or activity from the VBS schedule. Highlight volunteer opportunities as well, especially for those looking for ways to serve. People may not realize they can help, so make sure to provide clear instructions on how to get involved. Sharing personal testimonies or stories from past volunteers can also be a great motivator.

2 Weeks Before VBS: Reminders & Last Call

As the countdown to VBS continues, focus on creating urgency and reaching a broader audience. Post reminders emphasizing limited spots to encourage last-minute registrations. Boost your event on Facebook to connect with more local families who may not have heard about VBS yet. Finally, share heartfelt testimonials, especially from first-time attendees, to inspire others and highlight the life-changing impact of your program.

1 Week Before VBS: Build Excitement

The final week is all about building excitement and creating buzz around the event. Use countdowns on social media to remind everyone that VBS is just around the corner. Share behind-the-scenes sneak peeks, like photos of decorations in progress or leaders preparing for the big day. You could also feature short video clips from volunteers or staff members expressing their enthusiasm and what they’re most excited about. The goal is to create a sense of anticipation and remind everyone that this is an event they won’t want to miss!

By following this timeline and pacing your marketing efforts, you’ll be able to generate excitement, increase registrations, and ensure that your VBS is well-attended and impactful.

Leverage Free & Easy Tools

Maximize your marketing reach with tools that are both free and easy to use! Social media is a powerful way to connect with your audience—post regularly on Facebook, Instagram, and local community groups. Don’t forget to include stories, reels, and shareable content that spreads the word fast. Email campaigns are also key—craft clear, catchy subject lines and include direct links to register or volunteer. For design needs, Canva is a game-changer—create everything from flyers to social media graphics without any design experience. If you’re using Live It Out this year, check out our Canva Template Toolkit, which is ready and available for you to use in your marketing. Lastly, make the most of church announcements, using bulletins, slides, or even videos during Sunday services to keep the buzz going. These tools are simple, cost-effective ways to get your message out and rally support!

Build Excitement Online

Building excitement online is a fun and engaging way to get your community pumped up for VBS! One great method is to launch a social media challenge, like a countdown to the big day by using themed hashtags. For example, try something like #VBSCountdown to get people involved and share the excitement as the event approaches.

Videos are also a powerful tool—post short, fun clips of your team prepping for VBS, decorating the space, or talking about the heart behind the theme. These behind-the-scenes moments help humanize the event and show the passion that goes into making VBS special.

Don’t forget to include testimonials! Share stories or quotes from kids and parents who had a blast at previous VBS events. Seeing VBS’s positive impact on others can motivate families to get involved and create anticipation for this year’s program!

Retain Momentum After VBS

The excitement doesn’t have to end when VBS does! Keep the momentum going by sending follow-up emails to all attendees featuring photos and highlights from the event. This keeps the experience fresh in their minds and shows them how much fun and impact they were a part of.

Invite families to stay connected by promoting upcoming church events or small groups. Let them know there are more opportunities for their kids to continue growing in faith and community.

Finally, share a survey to gather feedback and ideas for next year. Not only does this show you value their input, but it also helps you improve and plan an even better VBS next time around!

Set Your VBS Up for Success

Marketing your VBS is about more than just spreading the word—it’s about creating meaningful connections with families, kids, and your community. By understanding your audience, crafting a strategic timeline, and leveraging the right tools, you can ensure your VBS is impactful and well-attended.Ready to take your marketing to the next level? Check out the VBS Promotion Timeline in the VBS Planner, available on our Director’s Hub. This resource, along with the rest of our library, is designed to equip and empower VBS directors like you to plan, promote, and execute a successful event. Visit the Director’s Hub today and get started!