COMMUNICATIONS 101RESURRECTION LUNCH & LEARN

Sara SteffensGraphic Design

COMMUNICATION MINISTRY TEAM

OpenGraphic Design

Cathy BienDirector, Marketing,

Advertising/PR, Media

Joy WightmanGraphic Design(Mon, Tue, Wed)

Donna KarlenEditor - Weekly Media,

Social Media

Lee RudeenVideo Producer

OpenVideo Editor(Weekend)

Kersie MeyerVideo Assistant

Randy GreeneWebsite / DigitalCommunication

Len PeeplesEvening Print

Production

Julie SkallaPrint Production

Coordinator

Greg HoevenVideo Producer

DO YOU WANT FRIES WITH THAT?

COMMUNICATION MINISTRYOur purpose: Partnering with our ministries and

leaders to build a Christian community where non and nominally religious people

are becoming deeply committed Christians.

We have been called to ministry, to use the gifts God has given us, to serve this church

and to build God’s kingdom.

COMMUNICATIONS 101

BRANDING IS HOW PEOPLE FEEL ABOUT US

BASED ON:

▸ Experiences

▸ Impressions

▸ Knowledge

BRANDING IS NOT A LOGO

COMMUNICATIONS 101

BRANDING COMPONENTS

▸ Identity - what people know about us from what they see and hear

▸ Message - purpose and vision (the point of everything we do and every decision we make)

▸ Axiom - self-evident truth, universally accepted

▸ Values - what we demonstrate is desirable and important

COMMUNICATIONS 101

LOGO: A GRAPHIC AND/OR TYPOGRAPHIC MARK THAT IDENTIFIES YOUR ORGANIZATION

▸ One element in brand identity

▸ Expression of characteristics of brand

▸ Visual shorthand or organizational signature

COMMUNICATIONS 101

BRAND IDENTITY INCLUDES VISUAL ELEMENTS THAT REPRESENT US TO THE PUBLIC

▸ Logo, business cards, email signatures

▸ Brochures, mailers, flyers

▸ Website, advertising, social media

▸ Building design & layout, signage

MARKETING IS THE STRATEGY BEHIND EVERYTHING WE DO TO

REACH OUR AUDIENCE AND SHARE OUR MESSAGE.

BECAUSE WE CAN IS NOT A STRATEGY.

Peter Metz

COMMUNICATIONS 101

MARKETING = PRODUCT + PRICE + PLACE + PROMOTION

COMMUNICATIONS 101

PRODUCT

▸ Is this meeting a need? (real or perceived)

▸ Is it something that already exists?

▸ If so, what sets this product apart?

▸ Is this something people will want on an ongoing or one-time basis

COMMUNICATIONS 101

PRICE

▸ Is there a financial cost?

▸ What is the opportunity cost? Time?

▸ What are people will to do or to give up for this product?

COMMUNICATIONS 101

PLACE

▸ How convenient is it to get?

▸ Is it in a comfortable, welcoming location?

▸ Is it delivered in the correct manner?

▸ Is it easily accessible?

COMMUNICATIONS 101

PROMOTION

▸ Can you describe your products clearly and simply?

▸ Can you articulate the benefits?

▸ Do you have a clear call to action?

▸ What communication tools are best matched to your audience?

This is where the communications team can provide consultation!

COMMUNICATION IS THE MESSAGING THAT PROMOTES OUR MARKETING STRATEGY

MESSAGE = WORDS (SPOKEN & WRITTEN) + IMAGES (STILL & MOVING)

COMMUNICATION BEGINS WITH THE AUDIENCE

COMMUNICATIONS 101

AUDIENCE FOCUS

▸ Challenge is we are often offering something people don’t yet know they need

▸ Go beyond demographics.

▸ Imagine the person you want to communicate with.

▸ Give them an identity.

▸ Think about their lifestyle - what they do, where they go, what the read, watch and listen to.

COMMUNICATIONS 101

COMMUNICATION CHECKLIST▸ Purpose & Vision: Is the request consistent with Resurrection’s purpose

and vision

▸ Audience: Can you describe the target audience? Is this a new audience or do you have an existing relationship?

▸ Objective: What is your goal? How do you want people to respond? What do you need for them to do this?

▸ Message: What is your key message? How can the message best be shared?

▸ Details: What is your deadline? What is your budget? What is your approval process?

COMMUNICATION PROJECT REQUEST

PROCESS

COMMUNICATIONS 101

COMMUNICATION PROJECT REQUEST PROCESS

▸ Go through checklist with your team.

▸ Determine project scope and details.

▸ Complete Communications Request form at:

WWW.COR.ORG/COMMUNICATIONS

http://www.cor.org/communications

COMMUNICATIONS 101

COMMUNICATION PROJECT REQUEST PROCESS

▸ Every Monday, the Communications Team will review requests, determine projects that can be taken on and make assignments.

▸ Ministry leader will be contacted by the team member responsible for project consultations and to set schedule and details.

▸ Concept will be presented to ministry for approval. Depending on complexity, this could be a mockup or a conversation.

COMMUNICATIONS 101

COMMUNICATION PROJECT REQUEST PROCESS

▸ Ministry will get all approvals required and submit revisions to communications. (This is the final opportunity for revisions.)

▸ Communications will submit a final version to ministry for proofing only.

▸ Any corrections made and project finalized.

COMMUNICATIONS 101

DEADLINES

▸ Design & Print - new projects - 4-6 weeks

▸ Print & Mail - 2-3 weeks

▸ Video - 6 weeks

▸ Website & Digital - 2 weeks

▸ Weekly bulletin, eNews, slides - 10 am Mondays

COMMUNICATIONS 101

STRATEGIC PRIORITIES

Church-wide audience (example: Worship, Stewardship)

Campus-wide audience (examples: Capital Campaign,

on ramp to ministry, next step from preaching)

Ministry audience segments

BEST PRACTICES

COMMUNICATIONS 101

FOCUS

▸ People can be overwhelmed by too many options. What do you want them to do?

▸ Concentrate on the “on ramps.”

▸ Follow up and increase engagement.

COMMUNICATIONS 101

CONSISTENCY

▸ Are you supporting the Resurrection brand?

▸ Is your message consistent?

▸ Is style and look consistent and professional?

▸ Is the piece readily recognizable as Resurrection?

USE THE RESURRECTION STYLE GUIDE AS A REFERENCE AND RESOURCE.

COMMUNICATIONS 101

CLARITY

▸ Clear, concise language

▸ No “church talk” - remember our audience

▸ Can a skimmer get the pertinent facts?

COMMUNICATIONS 101

DEFINITIONS

▸ Brochure - multipage printed piece

▸ Flyer - front/back printed piece (standard 6x9)

▸ Postcard - front/back printed piece with address block

▸ Signs - 12x18 is max. size for printing in-house

▸ Bulletin Insert - requires approval of Exec. Dir. of Worship

LUNCH & LEARN COMING UP: SOCIAL, WEB AND

ALL THINGS DIGITAL

THURSDAY, AUGUST 18