5
Cabot Church of Christ Creative Brief April 12, 2011 Addie Loeffler & Nicole Sullenger Project: Brand identity campaign to communicate the purpose and mission of the Cabot Church of Christ to the surrounding community. Prepared by: Adelyn M. Loeffler 919.449.6555 [email protected] Nicole Sullenger Approved by: Client: Cabot Church of Christ 500 N. Second St. Cabot, AR 501.843.5688 Steve Shaner, Professor of Communication Date: May 4, 2011 Background: Cabot Church of Christ, located in Cabot, Arkansas, is a small to mid-size southern congregation that is wholly devoted to Christ, and to the family of believers under his leadership. Their members meet regularly for church service, fellowship, and ministry meetings and strive to be warm, welcoming, and loving to each other and to members of the surrounding community. Their primary goal is to spread the love and good news of Christ to others, and to nurture and support one another in love. In terms of demographics, the church is made up of mostly white, mid-level income members. There are many families with young children, and the age of church attendees ranges primarily from infant to 17 years and then from age 30 and up; there are very few college age/young adult members.

Cabot Church of Christ Creative Brief

Embed Size (px)

Citation preview

Page 1: Cabot Church of Christ Creative Brief

Cabot Church of Christ

Creative Brief

April 12, 2011

Addie Loeffler & Nicole Sullenger

Project : Brand identity campaign to communicate the purpose and mission of the Cabot Church of Christ to the surrounding community. Prepared by: Adelyn M. Loeffler 919.449.6555 [email protected] Nicole Sullenger Approved by: Client: Cabot Church of Christ 500 N. Second St. Cabot, AR 501.843.5688 Steve Shaner, Professor of Communication Date: May 4, 2011 Background: Cabot Church of Christ, located in Cabot, Arkansas, is a small to mid-size southern congregation that is wholly devoted to Christ, and to the family of believers under his leadership. Their members meet regularly for church service, fellowship, and ministry meetings and strive to be warm, welcoming, and loving to each other and to members of the surrounding community. Their primary goal is to spread the love and good news of Christ to others, and to nurture and support one another in love. In terms of demographics, the church is made up of mostly white, mid-level income members. There are many families with young children, and the age of church attendees ranges primarily from infant to 17 years and then from age 30 and up; there are very few college age/young adult members.

Page 2: Cabot Church of Christ Creative Brief

Current Situation/Key Problem: Although Cabot Church of Christ has firmly established core values and a strong sense of familial community, they are struggling to grow and are looking forward to renewing a plan of outreach. In the past year, the church has only gained five members, as families leaving/moving away from the church have nearly balanced out new members. Cabot Church of Christ is seeking a remodeled framework through which they can more clearly communicate their mission, message, activities, and ministries to the surrounding community in a warm, genuine, and welcoming way. The current logo and communication materials do not communicate a clear, consistent, unified visual image, in terms of a logo and layout design for communication media (including bulletins, brochures, etc.) Objectives: Why are we communicating? We are communicating in order to:

• Attract and welcome visitors and new members by sharing the core values and nature of family life at Cabot Church of Christ, as it reflects the love of Christ.

• Inform visitors, potential church members that: o Cabot Church of Christ is a loving, welcoming community of believers that is devoted to

developing genuine relationships and sharing the love of Jesus. o The church is involved in a wide range of service-related ministries/activities and has

programs for children, teens, families, couples, adults, and seniors. These activities include Youth Group, Lifelines (small groups), children’s Bible hour, the Care Center, Food Pantry, and Friend’s House (meal and devotionals).

o Cabot Church of Christ is an anchor of support for anyone seeking to learn about Jesus, grow in Christ, worship, develop relationship with other believers, and find a place among a family, no matter what stage of the Christian journey.

Specif ic Objectives:

• Raise awareness within the Cabot community and surrounding communities about Cabot Church of Christ as a welcoming church home, what the church stands for, and the various activities and ministries the church provides.

• Reach out by inviting visitors every Sunday to be welcomed into Cabot Church of Christ. Target Audience: Whom are we talking to and what do we know about them? The demographic and psychographic nature of Cabot, Arkansas residents gives helpful insight into the lifestyles, goals, preferences, and needs of the community the church is trying to reach. Cabot, Arkansas is the largest city in Lonoke County, and has the third highest median income in Arkansas at $53,933. The population is 96.56% White, 0.33% Black, and 0.4% Native American. Roughly one third of the population is under the age of 18, and roughly one third is between the ages of 25 to 44. This does not discount the importance of trying to reach the more marginal populations of young adults (ages 18-

Page 3: Cabot Church of Christ Creative Brief

25) and seniors (ages 65 and up). Cabot Church seeks to reach all ages and walks of life with the message of Christ. The main targets can be classified into three categories:

• Families with young children and/or teens – Starter/young families may include nuclear families (parents with children), single-parent families, and blended families. These families are seeking relationships with other families. They want to have a safe place where they and their kids can develop friendships with people who will love and support them, and who will always be willing to meet their needs as they struggle to find balance in hectic daily life.

• Up and coming young professionals (singles and couples) – Newly married, engaged, or seriously dating couples ages 20-35 and single men and women ages 20-35 who are in a transitional stage of life, seeking guidance and a place to build relationships as they make the change from living at home/living in college to building a life on their own. They are genuine, loving, and eager to serve, but may have trouble relating to more traditional evangelistic methods. They may or may not have been raised in the church, but they all value genuine, down-to-earth, honest relationships.

• “Church Shoppers” – Families, singles, and couples (ages 25 +) who have recently moved to the Cabot area or have had trouble finding a steady church home. They are seeking stability and value a place where they can serve a productive, beneficial role as part of the body of Christ. They are typically Church of Christ members, but may be from other denominations.

• Non-Churchgoers – Members of the Cabot community who have not grown up going to church and may have been turned off to evangelistic efforts in the past, or they may have slowly fallen into apathy. They may view “the church” as stuffy, close-minded, arrogant, or ritualistic. They may be intrigued by the message of Christ but may not be convinced that they should make God or church a priority in life. They value people who genuinely want to listen, and seek the truth about Christianity – no fluff and no strings attached.

• Food Pantry/Friends House Beneficiaries – These families, singles, and couples may come from a wide variety of different backgrounds and belief systems, but they are all hungry…they struggle to make ends meet and need a family or support group that will help them meet their basic needs in a humble, loving way that does not brand them immediately as outsiders. They all have stories, and value genuine friends and family who will take time to listen and to empathize.

What is the single most important thing we want to say? We want to communicate with our target audience that Cabot Church of Christ is a loving, warm, welcoming family where anyone can find a place and grow in the love of Christ on their journey of faith. It is, as the slogan says, “a place for you among a people of hope.” The church is a support

Page 4: Cabot Church of Christ Creative Brief

network, anchor, and source for genuine, relationships that are rooted in love, selflessness, and a foundational faith in the message of Jesus Christ as Son of God and Savior of the world. Why should people believe this? Cabot Church of Christ:

• Is a group of faithful believers who are imperfect people, made new in Christ, who are striving each day to support one another, serve in God’s kingdom, and grow in the spiritual journey toward Heaven.

• Is involved in active, thriving ministries that serve the surrounding community and provide opportunities for members to utilize their God-given spiritual gifts and talents in a way that glorifies Him and serves others; anyone can find a way to shine for God as a member of the family.

• Provides opportunities for people of all ages to grow and learn the love of Christ, including Bible classes, Youth group programs, children’s programs like VBS, counseling support, and small Lifeline groups.

Key Deliverables: What are we creating?

• Visual Identity – A logo, slogan, colors, and typographic presence, compiled into a branding guidebook to give Cabot Church of Christ a unified visual presence and to provide guidelines for creating communication materials, such as bulletins and brochures.

• Weekly Bulletin Update – To be distributed every Sunday among members and visitors; will contain order of worship, special announcements and features, events, words of encouragement, contact information, etc.

• Brochure Templates – Brochure design for four events/activities, including VBS, Friends House/Food Pantry, Ministry Groups, and a general Cabot Church of Christ brochure.

• PowerPoint template for church presentations • Two billboard ads, one for VBS and one generic Cabot Church of Christ ** Consult current company web site for more information about Cabot Church of Christ at http://www.cabotchurch.com.

What is the budget? Total = $5,750

Page 5: Cabot Church of Christ Creative Brief

Client Contact Information: Address: Chuck Ball, Minister PO Box 97 Amanda Leech, Secretary 500 N. Second St. Mark Prior Cabot, AR 72023 [email protected] [email protected] Assignment Schedule – 5 weeks Creative Briefing with Client 3.12.11 Present Objectives and Strategies to Client 4.22.11 Development & Internal Review of: 4.15.11 – 4.30.11

o Visual Identity o Weekly Bulletin Update o Brochure design o PowerPoint design o Billboard ad design

Final Internal Review of: 4.26.11 – 5.1.11 o Layouts and Designs o Budget o Comprehensive Plan

Final Internal Presentation and Critique 5.1.11 Presentation to Client/Proofs Approval 5.6.11 Material Delivered to Press/Publication Production 5.8.11 Launch Campaign 5 .20.11