BRANDING & MARKETING
STRATEGIC ARTICULATION MAP
VISION What we want to see
Growth in Impact’s attendance, diversity, engagement and community partnerships
HEADLINE INDICATORS How we will know we’ve done it
Attendance • Worship Attendees • Non-Worship Events • Small Group • Online
PURPOSE What we will do
Craft and communicate the Impact story in awaythat creates awareness and drives engagement for newand current attendees.
VISION SNAPSHOTS When we want to see it
2018 START SMALL*
2020 SCALE FAST*
2022 THINK BIG*
DIFFERENTIATORS What we must do differently going forward
Focus marketing on growth and shift from serve to consult
Build Impact brand through spiritual growth and leadership brands
Meet Impactors where they are
STRATEGIC PRIORITIES* What’s most important to us
Build brand with emphasis on spiritual growth, engagement and development
Targeted and intentional Growth Initiatives
Intentionally stimulate word of mouth
Shift and connect teams marketing efforts
* Look inside >>
VISION SNAPSHOTS When we want to see it
2022 THINK BIG
Growth Into the full built-out space with lots of activity with non-Impactors using the space • 4500 per Sunday in 2 worship experiences • 300 Attendees at Impact on Main • 6500 viewers online • 500 - 1000 Attendees at Third Campus
Impact TV with ongoing content and an array of speakers and leaders
25% non-black attendees
2018 START SMALL
Global diversity branded through online experiences • Languages and cultures shared in online experience • International social media check-ins
More utilization of email, texts, social media- Our more utilized, less expensive format
Marketing team recognized as growth experts by teams versus promotion executors
Campus specific and inclusive marketing for IOM and other campuses
Spiritual growth focused marketing messages
100% of communication requests are through forms
2020 SCALE FAST
Positioned as a leader in faith-based teaching
Published Content
More shared events and cross promotions
International themed events
STRATEGIC PRIORITIES What’s most important to us
Build brand with emphasis on spiritual growth, engagement and development
Targeted and intentional Growth Initiatives
Intentionally stimulate word of mouth
Shift and connect teams marketing efforts
CRITICAL INITIATIVES What are our change projects?
Externally focused marketing with seamless marketing across all platforms • More automated response systems in marketing • Guidance on best channels for marketing • Adherence to required lead times • Impact team understands marketing and brand strategy to drive adoption terminology Develop skill and capability in: • Engaging Email Marketing • Text Message Marketing and Engagement • Storytelling • High traffic and engagement social media Collateral material changes • Broader collateral material made available to all – avoid exclusion • Less event specific collateral with shelf life • Online shopify store
Focus on retention - Focus on and re-attract lost impactors
Activate brand ambassadors and launch “street team”
The After-party Post experience conversations about the sermon where participants share perspectives, challenges, etc.
Inclusion and Diversity Attendees
Source more shareable digital content
Build brands of all Impact leaders (Olu and all)
Tri-Cities Residents and business / community partnerships
Verbal – Ignite and accelerate word of mouth. Emphasize sharing. Target messengers, not attendees.
After service (Leadership Video Card) Thank you for worshipping with Impact today Would you like the sermon and the notes? Who would you like to share this with?
Marketing messages specifically to our avatars
Digital Bulletin –What’s Happening at Impact? Slides with Links
Visitor Retention
Develop and execute high traction marketing channels
Brand inclusion and diversity of online experience - Use technology to brand our world online presence
• Email strategy • Social media • Text strategy
Loyalty Program – Grow and Serve – For impactors the hit the headline indicators.
Strengthen Impact brand and maximize brand equity by: • Avoiding brand splinter teams, initiatives and campuses • Strict adherence to brand style guidelines
www.impact doingchurchdifferently .org
IMPACT ON SYLVAN
2323 Sylvan Road, East Point, GA 30344
E info@impactdcd.org P 404.577.2826
SundayWorship Times: 7:30am, 9am, 11am, 12:30pm
IMPACT ON MAIN
2792 East Point Street East Point, GA 30344
downtownep@impactdcd.org
E
P 404.577.2826
SundayWorship Times: 9am & 11am
Page 1 Page 2 Page 3 Page 4Made with FlippingBook - professional solution for displaying marketing and sales documents online