Each city has a volunteer street team of 200 with a leader who spends several hours a week year- round on volunteer recruitment and marketing. Volunteers make calls and go to high school Fellowship of Christian Athletes meetings, Baptist Student Fellowship gatherings, college events and area churches, inviting people to come to Winter Jam. They also distribute fliers in retailers like Family Christian and Chick-fil-A, and at Christian concerts in the months leading up to Winter Jam. On event day, our volunteers are at the venue for nearly 24 hours. We couldn’t do it without them.
We don’t have a huge marketing budget. Contemporary Christian radio stations and some mainstream stations work with us financially. We also do some print media, occasional billboards in big markets like Atlanta and a lot of social media. We come up with contests on social media to engage the audience, like asking followers to send us a selfie from Winter Jam last year. Some Chick-fil-A and Bojangles’ restaurants will put fliers in takeout bags for us. Chick-fil-A also partners with us to cater food backstage, and we, in turn, allow them to bring a cow to the show for kids. Volunteers are a huge part of marketing too.