Impact Church - Strategic Plan with Marketing & Branding

Strategic Articulation Plan Marketing & Branding Strategy September – December 2017

Prepared by

Table of Contents

1.

STRATEGIC ARTICULATION MAP

3

1.1 EXECUTIVE SUMMARY

6

1.2 CRITICAL INITIATIVES

10

1.3 FOCUS GROUP SESSIONS

31

1.4 REVIEWAND ASSESS CURRENT BRAND & MARKETING

44

1.5 GO-TO-MARKET STRATEGY

64

1.6 BRAND AND MARKETING STRATEGIC ARTICULATION

71

1.7 BRAND AND STYLE GUIDE

77

1.8 ASSESS CURRENT ORGANIZATION, PROCESSES AND SYSTEMS

93

1.9 DEVELOP MARKETING AND BRANDING PLAN

100

1.10 DEVELOP GO-FORWARD ORGANIZATION

101

1.11 APPENDIX – FOCUS GROUP TRANSCRIPTS

102

1.12 APPENDIX – PULSE CHECK RESPONSES FROM TRIBUTE VIDE

123

1.13 APPENDIX – AVATAR COMMENTS FROM FOCUS GROUP

132

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1. Strategic Articulation Map

STRATEGIC ARTICULATION MAP

OUR PURPOSE What we will do To transform lives and communities as we make an impact in ourworld

VISION SNAPSHOTS When we want to see it

2022 THINK BIG

OUR VISION What we want to see

2018 START SMALL

After this I looked, and behold, a great multitude that no one could number, from every nation, from all tribes and peoples and languages, standing before the throne and before the Lamb, clothed in white robes, with palm branches in their hands, Revelation 7:9

An inclusive gathering of people committed to holistic salvation and doing Christ’s work in the world

2020 SCALE FAST

Look inside >>

HEADLINE INDICATORS How we will know we’ve done it

Attendance • Size of Worship Communities • Small Group • Online

Community Impact • Service Hours • People Touched

Staff Growth and Development • Staff Developed • Volunteer Engagement (Active)

Generosity • Tithes and offering • Treasure

Spiritual Growth Milestones • Salvation, Commitments, Baptisms, Confirmations • Number of small groups

DIFFERENTIATORS What we must do differently going forward

Affirm Accountability and Ownership

Grow our Performance

Communicate and Live Our Core Values

Keep the Impact Customer Experience in Mind

Celebrate Our People and Our Teams

Make Vision and Purpose Informed Decisions

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2022 THINK BIG

INN EXPE

Epicenter of the community

Impact on Sylvan completely built out

For profit business that funds the ministry

To innovat worship

• Clear value add that would be missed if Impact was no more • Resource to serve the world and make it better

Innov Creative

Multi-Site Campus Model

Open 24 hours

2020 SCALE FAST

Global Reach through technology

• Think tank Spir laboratory • Creative infras Thin

Organization Structure

Scaled up Systems and Processes

• Network of teams

Resource for healing, development and enrichment

Discipling Marketplace Leaders

• Worship exper • Clear partner s • Lots of kids World C

• Educational • Learning • Teaching

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2018 START SMALL

STRATEGIC PRIORITIES

CONNECT AND ENGAGE

INNOVATE EXPERIENCES

ASSESS AND TAKE ACTION

To enrich and empower our staff and volunteers ENRICH AND EMPOWER

an

To connect and engage diverse people through their gifts, passions, motivations and generosity

To innovate experiences, worship and beyond

To assess and take action to the needs of our community

out

Growcommunity involvement in Tri-Cities area

Innovative and Creative Experiences

• Engaged staff that go beyond but not stretched thin • Staff feel valued and loved Collaborative Team Environments

We reflectwhat heaven looks like

• Inclusion and Diversity • Multi-generational

• Make a difference

Growth in Volunteerism

• People invested in growing • Families restored • Addictions broken • Manage the customer experience Holistic Salvation for Impactors

Impact's crystalized offering to the world

Think Tanks

logy

• Think tank Spiritual laboratory • Creative infrastructure

• Our Best Practices • Resource to serve the world and make it better

People Connect to Jesus

• Worship experience • Clear partner schools goals • Lots of kids World Class NxT-G

• Walk in and feel the presence of God • Engaged church

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1.1 EXECUTIVE SUMMARY

In January of 2007, Impact Church hosted its first worship experience in Brown Middle School of Atlanta, Georgia in the Historic West End neighborhood. Since that time, Impact has experienced astronomical growth, physically accommodated by a move into it’s new home at 2323 Sylvan Road in East Point, Georgia.

After a decade of growth, operations scaling, leadership and process evolutions, Impact leadership decided to frame up their strategic plan and their marketing and branding strategy. In September of 2017, they engaged Your Crescendo to facilitate this process through a series of working sessions with involvement from their Executive Leadership Team, Strategic Management Team, Leadership Team and Marketing Team. After taking a close look at Impact’s performance, growth data, teams, processes and operations, we brought a number of insights and ideas to surface and collaboratively framed our Strategic Articulation Map with supporting strategic plan elements where necessary. The results of those sessions along with the deliverable documents are included in this report. At a high level, we have made a few observations:

• Impact has a strong brand among it’s attendees and in the metro-Atlanta faith goer market. People that attend Impact LOVE Impact and are proud to say so. Word of mouth has been a strong growth accelerant for it’s decade of double digit growth.

• We are beginning to see softening growth and retention as you might expect from a successful church start-up. Leadership is quickly coming to terms with this challenge and exploring the reasons why so that we can implement solutions and ensure that we’re pointing the growth in the right direction.

• Our strengths in inventive and powerful leadership visions , attendee experience focused design and innovative and creative experiences, both worship and beyond, are the foundation which we’re positioning our new growth.

• With our startup culture and industrious grit to ‘get things done’, we have also allowed in a few unintended by-products. Teams build silos and compete for attention and investment. There are notable signs of dysfunction resulting in the lack of trust, healthy conflict, accountability, commitment and results.

• Programs, teams and initiatives operate as startups , which are based in their entrepreneurial spirit, but this has also caused some splintering of the brand in some cases. This has caused us to miss opportunities to further build brand equity on an already strong brand.

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With these issues and concerns front and center, leadership has charted a path forward that seeks to achieve the following.

• Casts a set of common vision snapshots for us to work toward in the next 5 years with a new purpose, vision, headline indicators, differentiators and strategic priorities.

• Lays out a roadmap for intentional and targeted growth by engaging brand ambassadors, focused attention on visitors and lost Impactors for retention and deeper spiritual engagement with current Impactors.

• Proposes a series of projects to support construction of the vision . Through these projects and supporting culture shifts, we can move forward in building Impact’s future as a microcosm of the Kingdom of God through his heaven on earth mandate for our calling.

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Team Involvement

Olu Brown

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Rachel Gervin

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Dawn Wright

            

Theodore Florence

            

Andre Barnes

Serene Coleman

Candi Cylar

Sherise Davis

Estee Dillard

Orlando Evans

 

Max Fears

Emma Ferguson

Terry Hall

Marie Hamilton

Alex Jacques

David Overs

Nicola Robinson

Dale Rodriguez

Robert Sheats

Katrina Simmons

Sandra Walker

        

Raisa Hunter

         

April Ryan

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Project Kickoff – Vision Casting and Timelines

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What we want to see

2018 START SMALL

After this I looked, and behold, a great multitude that no one could number, from every nation, from all tribes and peoples and languages, standing before the throne and before the Lamb, clothed in white robes, with palm branches in their hands, Revelation 7:9

An inclusive gathering of people committed to holistic salvation and doing Christ’s work in the world 1.2 CRITICAL INITIATIVES

2020 SCALE FAST

Objective To develop a plan to actualize the vision that can be operationally and tactically executed. Once these vision snapshots have been properly resources, prioritized and executed, we’ll be in a position to realize them. Look inside >>

HEADLINE INDICATORS How we will know we’ve done it

2018

Attendance • Size of Worship Communities • Small Group • Online

Community Impact • Service Hours • People Touched

Staff Growth and Development • Staff Developed • Volunteer Engagement (Active)

Generosity • Tithes and offering • Treasure

Spiritual Growth Milestones • Salvation, Commitments, Baptisms, Confirmations • Number of small groups

Q1

Q2

Q3

Q4

DIFFERENTIATORS What we must do differently going forward

Project A: Building Our Vision - KICKOFF

HEADLINE INDICTATORS Develop and Implement Balanced Scorecard • Attendance • Generosity Project B: Brand and Marketing – Grow Shift • Community Impact Project C: Launch Community Development Corporation • Spiritual Growth Milestones Project D: Accelerate Imprint Small Groups • Staff Growth and Development Project E: Finding Your Forte (Leadership and Brand On Purpose) Affirm Accountability and Ownership Make Vision and Purpose Informe De isions

• • •

Grow our Performance

Communicate and Live Our Core Values

Keep the Impact Customer Experience in Mind

Celebrate Our People and Our Teams

• • • • • •

• • •

• • •

• • •

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Q1

Q2

Q3

Q4

DIFFERENTIATORS Leadership and Governance Mandate - ELT • Make Vision and Purpose Informed Decisions • Affirm Accountability and Ownership Project F: Investment and Marketing Investment Process Alignment

• • •

• Grow Our Performance Project G:

• • •

Brand and Marketing – Grow Shift Subprojects in Marketing Strategy Critical Initiatives • Communicate and Live Our Core Values • Keep the Impact Customer Experience in Mind Project H: Capture and Improve Impact Attendee Experience Project I: • Celebrate Our People and Our Teams

• • •

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Q1

Q2

Q3

Q4

STRATEGIC PRIORITIES VISION SNAPSHOTS To innovate experiences , worship and beyond Project J: Innovative and creative experiences (worship, events, etc.)

• • •

Project K: Think Tanks

• •

Project L: World Class NxT-G

• • •

To enrich and empower our staff and volunteers Project M: Collaborative Team Environment

• • •

Project N: Growth in Volunteerism

• • •

To connect and engage diverse people through their gifts, passions, motivations and generosity Project O: We reflect what heaven looks like Project P: Holistic Salvation for Impactors Project Q: People Connecting to Jesus To assess and take action to the needs of our community Project R: Grow community involvement in Tri-Cities area Project S: Impact’s Crystallized Offering to the World

• • •

• • •

• • •

• • •

• • •

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that no one could number, from every

2018

nation, from all tribes and peoples and languages, standing before the throne and before the Lamb, clothed in white robes, with palm branches in their hands, Revelation 7:9

An inclusive gathering of people committed to holistic salvation and doing Christ’s work in the world

2020 SCALE FAST

Headline Indicators - OVERALL Develop Impact Balanced Scorecard

Look inside >>

HEADLINE INDICATORS How we will know we’ve done it

Attendance • Size of Worship Communities • Small Group • Online

Community Impact • Service Hours • People Touched

Staff Growth and Development • Staff Developed • Volunteer Engagement (Active)

Generosity • Tithes and offering • Treasure

Spiritual Growth Milestones • Salvation, Commitments, Baptisms, Confirmations • Number of small groups

We will transform our Headline Indicators into a balanced scorecard that we will use to measure, manage and grow our progress and impact. The balanced scorecard (BSC) is a strategic planning and management system that we will use to: • Communicate what we are trying to accomplish • Align the day-to-day work that everyone is doing with strategy • Prioritize projects and investments • Measure and monitor progress towards strategic targets DIFFERENTIATORS What we must do differently going forward

Affirm Accountability and Ownership

Grow our Performance

Communicate and Live Our Core Values

Keep the Impact Customer Experience in Mind

Celebrate Our People and Our Teams

Make Vision and Purpose Informed Decisions

We will use our balanced scorecard to connect the dots between our purpose, core values, strategic priorities, measures (or key performance indicators, or KPIs, which track strategic performance), targets (our desired level of performance), and critical initiatives .

Howwe’ll do it

Headline Indicators Leveraging our headline indicators, we’ll design the scorecard to capture that data with objectives, measures, targets and initiatives.

Accountability We will drive accountability through having clear owners of metrics.

Data Integrity and Automation We will look to automate collection of data that both leverages technology and better informs progress. For example, we will develop automated attendance tracking progress through considering mobile check-in, geo-fencing, etc.

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Differentiator – Keep the Impact Customer Experience in Mind Automate all data collection for attendance tracking for worship and non-worship events We recommend Impact adopt a Digital Church Bulletin that will also be used for attendance tracking. This will automate the data tracking and provide more analytics for attendees. Excerpt from Faithlife Blog, August 9, 2016, https://blog.faithlife.com/blog/2016/08/online-church-bulletins/

Create More Engaging Services with Free Online Church Bulletins

“Digital bulletins leverage smartphones to keep your church more connected.

You can use these to collect connection cards (which we automatically organize into a spreadsheet), tell your congregation about upcoming events, share the exact passages your sermon is working through, or add notes to help your congregation follow along with the sermon.

Faithlife just made your bulletins digital. Collecting and organizing information gets a whole lot easier, and your congregation stays more connected. As of a year ago, about two thirds of your congregation has smartphones. The epitome of convenience is filling your pews every weekend. Your church can use that to your advantage. Digital bulletins turn smartphones into assets, not distractions.

These online bulletins put your sermon slides right in the hands of your audience. You can even send people directly to the passages you want them to read. After the service, Faithlife gathers all responses into a neatly organized spreadsheet, so nobody has to manually take attendance.

In the bulletins tab, click “download” next to the bulletin you want attendance information from. And you can create surveys and collect responses during your service.”

Automating Our Attendee Experience to Grow It Below are comments from Andre Barnes, Impact Technology Leader and Church Technology Thought Leader “We will use micro conversions (open email, clicks on a link, etc) that leads us to our overall goals such as: • Signing up for a Small Group • Giving for the first time • Giving consistently • Volunteering • Checking their kids into NxT-G

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Below is an automation textual diagram that represents the core value proposition of Impact. In addition, we need data. We need to know as much about our attendees and their behavior to effectively market to them via social and offline. Delta airlines knew it was my certain time flying and flying Las Vegas so they offer me a gift. That’s customer experience. The great thing is we are a church! We already know a lot about our attendee more than a regular company would. We know many more kids they have, how much they give, where they live, etc. Google and Facebook already tracks everything we do • From the website, user signs up to view our sermons (value proposition and free of charge) - The most recent sermon is free to watch without signing up. • They will receive an automatic email welcoming them to Impact and getting them into the “experience funnel.” - The experience funnel is a month-long automatic email onboarding welcome series to the church that will include Small Groups, Impact Teams, DNA, Giving and more. Assets will include graphics, text and video - We will have different experience funnels depending one preference such as single, married and have kids?

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Headline Indicator - Attendance Brand and Marketing Growth Shift

Make It Plain We will shift the marketing strategy, operations and process from a service team to a growth team focused on empowering worship experiences and non-worship events that achieve:

OUR VISION Growth in Impact’s attendance, diversity, engagement and community partnerships

Through

OUR PURPOSE Craft and communicate the Impact story in a way that creates awareness and drives engagement for new and current attendees.

Going forward, we will: • Use our resources more creatively • Move our focus to strategize with teams and functions • Rationalize and prioritize marketing investments by experience and event’s realization of our strategic priorities and headline indicators.

Howwe’ll do it SEE CRITICAL INITIATIVES IN MARKETING AND BRANDING STRATEGY ARTICULATION

Streamline marketing tactics Over the life of Impact, we have grown to execute marketing activities as a startup church that largely are at the request of what teams felt they needed. As we’ve grown these requests have grown and we’re not always aware of whether they’re actually working. Are they growing awareness with intended audiences? Are they getting people to connect and engage through experiences and events? The core conversation occurs as we get requests from teams and we work to either honor those requests or explain why we can’t on our limited resources.

Going forward, we will provide consultative perspective to teams on how to achieve their growth targets and use marketing channels as tools. In most cases, that means ‘less is more’. We can then focus our high investment marketing channels on the things that most drive attendance and growth.

Empower brand ambassadors vs experience and event attendees Impact has a great brand in the faith organization marketplace and around the metro Atlanta area. People commonly respond ‘I love impact’ casually in conversations when it comes up. This is an under leveraged asset that we will shift our messaging focus from ‘please attend our experiences and events’ to ‘please bring your friends to our experiences and events’.

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Headline Indicator – Community Impact Launch Community Development Corporation

Insert plans and recommendations from CDC initiative

Special Note: Having reviewed, discussed and aligned the strategic plan with the CDC initiative, there are a number of significant linkages, strategy enablers and integrations that are noteworthy.

• The recommendation to have Impact’s CDC become first a resource or clearinghouse of human services for surrounding county and city services is a substantial step towards our vision to become the epicenter of the tri-cities community.

• There is a need and potential opportunity for Impact to be a catalyst for addressing the high need for affordable housing options inside the TriCities.

• The co-working space that potentially can house a business incubator and/or similar initiatives is a powerful enabler of our chosen attendee avatar of ‘business professionals with kids’.

• There may be an opportunity to have co-working offices sponsored through More Than Possible by companies that want to ‘seed’ small business and community (see example of the Latin American Association with company-named offices)

• The diversity of the tri-cities area represents a substantial opportunity for Impact to embrace its inclusion vision element through outreach and events that target the business community.

Based on the timing of these space build outs, we would recommend more urgent formations of critical initiatives to accomplish these items in the near term future.

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Headline Indicator – Spiritual Growth Accelerate Imprint Small Groups

IMPRINT SMALL GROUPS

STRATEGIC ARTICULATION MAP

VISION SNAPSHOTS When we want to see it

VISION What we want to see

2022 THINK BIG

2018 START SMALL

Strong relationships that are spiritual, virtual, and moving all over the world.

• Online virtual small groups that are impactful • Part of a movement of impact (for example working through addictions, bullying, etc) • A map with all the locations of connection groups • Conference twice a year • Curriculum written by small group leaders • Relationship with a college / university • Stronger connections with people and your spirituality

• Spiritual Growth Roadmap • Imprint Group Sunday (with t-shirts) • Sunday of Small Groups • Imprint is Fun and Exciting • More Men involvement • Imprint Team committed as 'master hosts'

PURPOSE What we will do

To create groups that connect people on their spiritual roadmap through their relationship with God, themselves, their family and their community.

HEADLINE INDICATORS How we will know we’ve done it

Attendance • Small Group

Spiritual Growth Milestones • Salvation, Commitments, Baptisms, Confirmations

DIFFERENTIATORS What we must do di erently going forward

Show the benefits for belonging to and hosting small groups

INVEST in people, groups and time

Develop partnerships

Supersize and scale our reach

STRATEGIC PRIORITIES What’s most important to us

Articulate the Impact Small Group Experience

Incentivize Small Group Participation and Hosts

Change the Mindset and Perception of Small Groups

Discipleship Program (Core Group) for Impact

Imprint is weaved into the Culture

Thorough Host Training (with Certification Path)

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Headline Indicator – Staff Growth and Development Finding Your Forte (Talent, Leadership and Branding On Purpose)

Make It Plain We will empower the purpose in our

people through helping them navigate their performance, careers and lives with purpose as a strategy and guide.

For leaders, we will empower their leadership strengths through the Leadership on Purpose module that includes the Exemplary Leadership Practices tools and Personal Branding to build their online/ digital and media brand. This leadership brand building will provide another lane of attraction, connection and engagement for Impact in addition to empower our leaders.

Howwe’ll do it

Finding Your Forte Our Objective is to position individuals for their most optimal contribution to Impact and it’s purpose through discovery of passions, gifts, motivations and purpose. • Tapping Into Your Strengths / Gifts (StrengthsFinder and Spiritual Gifts) • From Passions to Purpose • Motivations that Fuel Your Best • Purpose Discovery

• My Purpose, Our Purpose • Vision, Goals and Actions

Leadership on Purpose Our leadership development module will leverage the Five Practices of Exemplary Leadership tools and approach. • Model theWay - Leaders establish principles concerning the way people (constituents, peers, colleagues, and customers alike) should be treated and the way goals should be pursued. • Inspire a Shared Vision - Leaders passionately believe that they can make a difference. They envision the future, creating an ideal and unique image of what the organization can become. • Challenge the Process - Leaders search for opportunities to change the status quo. They look for innovative ways to improve the organization. • Enable Others to Act - Leaders foster collaboration and build spirited teams. They actively involve others. Leaders understand that mutual respect is what sustains extraordinary efforts; they strive to create an atmosphere of trust and human dignity. They strengthen others, making each person feel capable and powerful. • Encourage the Heart - Accomplishing extraordinary things in organizations is hard work. To keep hope and determination alive, leaders recognize contributions that individuals make. In every winning team, the members need to share in the rewards of their efforts, so leaders celebrate accomplishments. They make people feel like heroes.

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Vision Snapshot Innovative and creative experiences (worship, events, etc.)

Make It Plain We will leverage our strength as an innovative experience church and elevate our creative capability to the next level of ‘doing things differently’ to create world class spiritual experiences, in both worship and beyond.

Howwe’ll do it

Innovation Process Organizations with world-class innovation capability take ideas from execution through a stages and gates process or innovation funnel. This aproach will bring discipline to our experiences by having a process to capture ideas (through a church culture with ideas coming from a wide assortment of stakeholders) and evaluating those ideas against objective criteria while ensuring success in execution. And finally, a sound innovation process will institute a process of post- event evaluation so that we routinely capture lessons learned, targeted impact and improved future ideas. Creative Artisans Incubator We will elevate our creative processes by nurturing the gifts of Impact attendees that are interested in developing those talents through our creative experiences. Through our incubator, we will bring world-class talent development instruction from partners in the film, television, theater and other creative organizations. Imagine a school of performers, writers, artists, workshops, talent development, video production / shooting and editing and much more. Impact attendees will be able to use this experience to explore opportunities and careers in the emerging film industry in Atlanta with direct funneling of participants into partnering film production studios.

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Spiritual Creative Laboratory We will explore unique and compelling approaches to spiritual development by developing critical concepts to advancing personal growth through creative experiences. This ‘writing room’ experience will be standard process with ‘seats’ that allow for rotating participation from creatives, spiritually passionate participants and learning practitioners.

Project Approach andWorkplan

Design • Explore best practices through engaged partners and subject matter experts - Film studios - Corporate Innovation Processes - Writing Room • Assess current state process for creative • Plan incubator • Identify and engage partners • Design and develop target / to-be operating model • Develop organization, process and system requirements • Outline roles and responsibility shifts required along with capabilities required to develop • Evaluate and plan elements of new operating model Build • Construct spaces for new operating model • Make organizational role shifts • Make system and technology changes, updates and implementations Run • Transition to operate in new model • Observe execution and enhance processes, communications, etc as necessary.

Bottom Line Impact

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Vision Snapshot Think Tanks

Make It Plain We will sponsor and host a series of contemporary and provocative topics that are compelling and will attract attendees, Impact attendees and beyond. We will leverage high profile Impact

Howwe’ll do it

Link Topics to Strategic Plan Look for opportunities to embrace our strategic priorities in the think tank topics. For example, our holistic salvation components or aspirations to be an epicenter of the community.

Compelling, Provocative and Action Inspiring Think Tank Topics In our world today, there are a number of issues that perplex our society and people are searching for perspective and solutions. Impact Church is uniquely positioned to address those issues head on with compelling leadership, both from the pulpit and its higher profile members. We will execute comprehensive topics and participants brainstorming session. After doing so, we’ll strategically create panels of participants that will bring direction, conviction, knowledge and inspired action.

If our brainstorm were to occur today, topics might include: • How Did Our World Let Slavery Happen Again in 2017? • Sexual Harassment and Assault in our Workplaces

• From Presidents to Mayors: Pursuing Impact when Elections Don’t Go Your Way • Gender and Race Pay Inequity: Why women and people of color don’t get it

Admirable Personas of Notoriety Impact is fortunate to have a number of high profile Impactors, either as members or loosely connected to our members. Our approach would include inviting them to be a part of these think tank discussions and their follow up streams of work. High Quality Production This series will be set on stage with high quality production, set design, and multi-media capability using our LCDs for video, live stream connect ins, etc. The production for this think tank series will be comparable to that of local global networks.

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Illustrative Example: In this social media livecast, a man goes to a house after following another young man that robbed him home. Once he finds him, he confronts, gets into a physical altercation and takes his bag back with a powerful message. 6.9M views. 101k shares

Project Approach

Design • Engage thought leaders to develop conceptual approach for think tank series • Develop topics and guest for series

Build • Develop marketing and promotion for series

Run • Execute series

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Vision Snapshot World Class NxT-G

Make It Plain We will transform the lives of children and youth to know, own and live who they are in God.

As we THINK BIG, by 2020 and beyond we will see young Impactors who:

KNOW • See the divine in themselves • Know that their circumstances don’t determine their destiny • Have foundations laid

OWN • Engaged in their church community • Play. Connect. Grow. • Are comfortable in their skins and recognize that they are wonderfully and fearfully made

LIVE • Establish and build relationships with each other • Gifts are actively utilized and own their why • Take their lives outside of their church experience • Feel their life is in order

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By July of 2018, we will see: • Impactors can say the mission and vision • People can walk in and see the connectivity • Spaces are branded on mission • Warehouse (IK), Trailer (4-5), Garage, (Mid-S), Den (HS) • Increased volunteerism • Consistent Nxt-G personnel, recruiting, processes with effectively managed personnel • Leadership involvement in NxT-G • Whole Family Engagement • Successful Implementation of new structure • Consistent and engaging NxT-G training

Howwe’ll do it UNIQUE AND NOTABLE NXT-G

Brand and Grow NxT-G, Grow Impact • Adopt and socialize unique language • High social media involvement

• Consistent language in howwe communicate NxT-G • Ensure staff and volunteers live the Impact NxT-G way • Integrate into More Than Possible campaign

Grow NxT-G MVolvement (NxT-G and Impact) • Recruit, onboard, train and deploy more volunteers (Recruitment drive) • Develop, Implement and Engage volunteers to support NxT-G initiatives and partner school / involvement programming

Experience Redesign • Observe organizations that do this consistently with excellence and bring in experts • Establish active engagement partners and mentors • Create quarterly signature and outreach experiences • Experience Redesign – Large group : small group model • Establish worship experiences that engage multiple avenues of expressing arts

High Children and Youth Engagement • NxT-G owned Experiences • Curriculum consistently implemented across all age groups • Create quarterly outreach experiences • Discipleship • Development • Children and youth should gain transferable skills

Project Approach Engage, Redesign, Brand and Grow

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NxT-G

STRATEGIC ARTICULATION MAP

OUR VISION

THINK BIG

START SMALL

OUR MISSION PURPOSE To transform the lives of children and youth to know, own and live who they are in God

By 2022 and beyond we will see young Impactors who:

By July of 2018, we will see:

KNOW • See the divine in themselves • Know that their circumstances don’t determine their destiny • Have foundations laid OWN • Engaged in their church community • Play. Connect. Grow. • Are comfortable in their skins and recognize that they are wonderfully and fearfully made LIVE • Establish and build relationships with each other • Gifts are actively utilized and own their why • Take their lives outside of their church experience • Feel their life is in order

• Impactors can say the mission and vision • People can walk in and see the connectivity • Spaces are branded on mission • Warehouse (IK), Trailer (4-5), Garage, (Mid-S), Den (HS) • Increased volunteerism • Consistent Nxt-G personnel, recruiting, processes with e•ectively managed personnel • Leadership involvement in NxT-G • Whole Family Engagement • Successful Implementation of new structure • Consistent and engaging NxT-G training

Who they are in God According to God’s biblical promises and understanding they are fearfully and wonderfully made.

HEADLINE INDICATORS

NxT-G Attendees TBD

NxT-G Touches TBD

NxT-G Volunteers TBD

Impact Volunteers TBD

Baptisms TBD

Salvations TBD

Confirmations TBD

DIFFERENTIATORS

STRATEGIC PRIORITIES

HIGH VOLUNTEER ENGAGEMENT

NXT-G WOW FACTOR

EXCELLENT PROGRAMMING

UNIQUE AND NOTABLE NXT-G

Grow NxT-G MVolvement (NxT-G and Impact) • Recruit, onboard, train and deploy more volunteers (Recruitment drive) • Develop, Implement and Engage volunteers to support NxT-G initiatives and partner school / involvement programming

Experience Redesign

High Children and Youth Engagement

Brand and Grow NxT-G, Grow Impact

• Observe organizations that do this consistently with excellence and bring in experts • Establish active engagement partners and mentors • Create quarterly signature and outreach experiences • Experience Redesign – Large group : small group model • Establish worship experiences that engage multiple avenues of expressing arts

• NxT-G owned Experiences • Curriculum consistently implemented across all age groups • Create quarterly outreach experiences • Discipleship • Development • Children and youth should gain transferable skills

• Adopt and socialize unique language • High social media involvement • Consistent language in how we communicate NxT-G • Ensure sta• and volunteers live the Impact NxT-G way • Integrate into More Than Possible campaign

CRITICAL INITIATIVES

In collaboration with

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Vision Snapshot Holistic Salvation for Impactors

Goals

Action Items

Supersize and scale our reach

Target 2018 £ Small Groups £ Online Groups £ Participants 2017 £ Small Groups £ Online Groups £ Participants 2016 £ Small Groups £ Online Groups £ Participants 2015 £ Small Groups £ Online Groups £ Participants

180 25 1,000

130 9 872

18 4 100

39 2 520

£ Recruit hosts both internal and external of Impact £ Recruit participants £ After Dream Giver, recruit and retain hosts and participants for next small group series £ Use Olu’s Vision sermon - http://vimeo.com/106123741 £ Launch next campaign – Gospel of Good Success £ Launch fall campaign to celebrate people’s dreams / visions £ Include invitation to small groups in First Time Visitors messaging R Get image for Dream Giver – Impact Imprint £ Dream Giver Registration page £ Dream Mosaic £ Develop digital assets for new groups as they arise £ Use brand strategy goals to determine messages for small groups (ie online, inclusive, message to avatars, etc.) £ Build brand ambassadors for Imprint £ Leverage brand ambassadors to spread word of mouth and encourage £ Need to add roadmap and guidance tracking to curriculum guide

Track Spiritual Growth Milestones Develop digital assets for promotional materials

Establish Master Hosts

host and participants to engage £ IMPRINT Team – Target: 5 hosts £ SMT / ELT / LT – Target 15 hosts £ Former CG Leads – Target 5 hosts £ Develop incentive program for hosts

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Vision Snapshot Collaborative Team Environment

Make It Plain We will develop high performing teams with powerful and compelling team dynamics and a common view of our purpose and vision.

Our teams will trust each other, have healthy conflict, with strong commitment and accountability to deliver desired results.

Howwe’ll do it

Eliminate team dysfunction As Impact has grown from a start-up church into one of the fastest growing churches in the country, we have also developed a start-up culture that isn’t always collaborative. There’s a competitive spirit that often shows up between teams in turf wars and competing interests. This can often be counter- productive to the overall shared mission and must be significantly reduced and eliminated. We will use the Five Dysfunctions of a Team approach to identify our challenges and group construct solutions that drive improvement in our teams and our culture. Our objective is to grow our interpersonal dynamics and collaboration through five dysfunctions virtues of a team Assessment and Growth Discussion: • Focus on Our Purpose and Vision • Review our Virtues Diagnostic Readout • Let’s Build our Go Forward Plan to Growth and Meaningful Impact • Reconnect and Recommit to the Team

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Assess and drive engagement Engagement and purpose are the main drivers of success in projects and operations. Knowing whether a team member is showing up in an inspired way is the great predictor of business performance or success in their area.

We will use the Gallup Q12 Engagement tool to assess engagement and take action on the findings.

Highlights and Targeted Outcomes • A collaborative and constructively candid conversation on our team dynamics and their impact on our ability to realize God’s vision for Impact. • We will use the Five Virtues of a Team as a back drop of the conversation but focus on acknowledgement, growth and purpose. • We will leave the conversation with a renewed sense of teamwork and collaboration through a better understanding of each other.

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• Engaged staff that go beyond but not stretched thin • Staff feel valued and loved

• Incl • Mu

Vision Snapshot Growth in Volunteerism

Mvolve – Volunteer Engagement Opportunities and Concepts

Elevate Volunteer Experience at Impact to a Talents and Gifts Development Center • Assess and bring clarity to volunteers’ gifts, passions and motivations • Position Impact as a talent incubator to engage volunteers and give them a safe place to develop talents that can later be taken to jobs and markets Build differentiator among churches that not only ‘talks’ pursuing God’s purpose but empowers it • Launch a strategic partnership with Your Crescendo that enables it’s members pursuit of purpose through Finding Your Forte workshops made available to mvolve volunteers • Think tank Spiritual laboratory • Creative infrastructure Think Tanks

Growth in Volunteerism

H

• Pe • Fa • Ad • Ma

Grow Impact without growing labor / payroll costs • As Impact continues to grow, shifting the culture to higher volunteer engagement and usage should require less in labor costs for staff

exp

Develop leaders to lead and grow people vs manage people • Build a culture as a leadership development organization with merits to the volunteer experience

Design - Module 1 • Volunteer Programs Best Practices and Case Studies • Review and assess current state (Assess Current Organization, Processes and Systems) • Confirm and Cast Impact Mvolve Strategic Articulation • Build Strategic Articulation Map (Strategic Priorities and Initiatives) Build - Module 2 • Develop Mvolve Operations Model – Operations, Process, Organization, Technology Approach • Develop Mvolve Brand and Marketing Strategy • Develop Go-Forward Organization • Develop Revised Value Proposition and Budget

Your Crescendo LLC. All rights reserved. • Worship experience • Clear partner schools goals World Class NxT-G Run – Module 3 • Launch Execution of new processes • Plan and execute organizational shifts • Implement technology approach • Develop go-forward plan and proposal

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Strategic Articulation Plan Marketing and Branding Strategy

1.3 FOCUS GROUP SESSIONS

1.3.1 Impact Brand and Attendee Experience Focus Group 1.3.1.1 Summary of Survey and Focus Groups

Executive We conducted four (4) online focus groups to assess Impact’s brand among:

• Current Impact attendees • Previously attended Impact • Visited Impact • Have heard of but never visited impact.

The objective of the focus groups was to qualitatively assess the Impact brand and attendee experience and use these insights to inform our marketing and brand strategies. There were two insight-gathering elements that were used to capture perspectives for our work. • Pre-Focus Group Survey • Focus Group Key Findings Impact’s brand is strong particularly among those that currently attend Impact. Attendees are enthusiastic and loyal to Impact’s brand and attendance experience and are eager to share their enthusiasm with others. Key findings include: • Near perfect Net Promoter Scores among current Impact attendees. This represents a significant opportunity in that Impact attendees LOVE impact and are eager to share it with others. • Attributes most associated with Impact for attendees include:

- Progressive - Welcoming - Different and Non-

- Inspirational - Open - Youthful - Innovative - Current

- Dynamic - Convenience - Olu - Inclusive - Tech Savvy

Traditional Community

- Family Focused

• Nearly All Impact Attendees came through word of mouth of a current attendee • Current attendees were motivated to do so as a result of these top responses: - Olu, - Recommended by someone

- Intrigued - Proximity

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• Nearly All Impact Attendees came through word of mouth of a current attendee • Current attendees were motivated to do so as a result of these top responses: - Olu, - Recommended by someone - Intrigued - Proximity • Attendees use enthusiastically positive and excited language when describing Impact and it’s brand. • They appreciate and understand all elements of the attendee experiences and are pleased with it. • While we don’t know the severity of these challenges, we did hear two possible ‘watch outs’ to keep in mind: - Impact attendees that stop coming because of a controversial sermon (ie Black Lives Matter, Sexuality) - Not all parents knowwhat’s going on with their kids in Nxt-G. It was described as ‘a mystery’. There were no causes for concern or worry. In fact, all quite enjoyed their kid’s worship experience. They just noted that it would be good to knowwhat they learned.

These findings will be significantly helpful as we begin building our marketing and brand strategies.

Net Promoter Score Findings

Recommend to a friend

Attendee experience

How likely is it that you would recommend Impact Church to a friend or colleague? (on a scale of 1 - 10 with 10 being the most likely and 1 being the least likely.)

How satisfied are you overall with your Impact Church attendee experience? (on a scale of 1 - 10 with 1 being the least satisfied and 10 being the most satisfied.)

Currently Attend

9.8 Average

9.4 Average

PROMOTERS Attended in the Past

8 Average

7.1 Average

PASSIVES Visited

10

10

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How did you first hear of Impact Church? Summary: ALLWord of Mouth except one Facebook Post

What led or motivated you to attend? Summary: Top Responses: Olu; Recommended by someone; Intrigued; Proximity

Have you ever encouraged others to attend? If so, what do you say to do so? Summary: Top Responses: • Short services - 5

• Love impact - 3 • Progressive - 3 • Enjoy it - 3 • Come as you are - 2 • Share a video - 2 • Like the experience - 2 • Community of friends/family – 2 • Children welcoming – 2

Other Responses: Different ways to attend, youthful congregations, teaching vs. preaching, online services, different way of God’s Love, Differently, not judgmental, thoughtful, easy and enriching, pastor, relevant sermons, engagement factor, fits my lifestyle

What 3 - 5 words (separate and single words, not a phrase) would you personally most associate with Impact Church? Summary: Top Responses: Progressive, Welcoming, Different and Non-Traditional Community and Family Focused, Inspirational, Open, Youthful, Innovative, Current, Dynamic, Convenience, Olu, Inclusive, Tech Savvy

What do you like most about Impact Church’s brand? • I love the stability of the brand. • All people are welcome, • Its unexplainable • The Creativity • The messages delivered • It is modern, progressive, fresh and accessible. • Doing church differently

• That it’s accessible to and embracing of my range of friends--traditional methodists like me, gay, straight, raised in another religion, etc. And that it’s sensible--progressive and growing without being cult-like or superficial •  Progressiveness. • It is fresh, relevant and dynamic (able to adjust to/incorporate new dimensions easily) • Tech savvy • Accepting of everyone • N/A • It’s aligned with the product

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