Impact Church - Strategic Plan with Marketing & Branding

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

Your Crescendo LLC. All rights reserved.

Strategic Articulation Plan Marketing and Branding Strategy

2

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

Your Crescendo LLC. All rights reserved.

Strategic Articulation Plan Marketing and Branding Strategy

3

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

Your Crescendo LLC. All rights reserved.

Strategic Articulation Plan Marketing and Branding Strategy

4

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

Your Crescendo LLC. All rights reserved.

Strategic Articulation Plan Marketing and Branding Strategy

5

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 >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97 Page 98 Page 99 Page 100 Page 101 Page 102 Page 103 Page 104 Page 105 Page 106 Page 107 Page 108 Page 109 Page 110 Page 111 Page 112 Page 113 Page 114 Page 115 Page 116 Page 117 Page 118 Page 119 Page 120 Page 121 Page 122 Page 123 Page 124 Page 125 Page 126 Page 127 Page 128 Page 129 Page 130 Page 131 Page 132 Page 133 Page 134 Page 135

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