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Communications and Maketing for Ministries - Kumveka Storybook 2015

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LINE COLOR VOICE TYPE IMAGE GRAPHIC MESSAGE TEXTURE CONTRAST PROMISE LAYOUT CADENCE TELL THE STORY KUMVEKA STORYBOOK volume two
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LINE

COLOR

VOICE

TYPE

IMAGE

GRAPHIC

MESSAGE

TEXTURE

CONTRAST

PROMISE

LAYOUT

CADENCE

TELL THE STORY

K U M V E K A S T O R Y B O O Kv o l u m e t w o

our vision

C L E A R A N D C O M P E L L I N G

C O M M U N I C A T I O N

F O R E V E R Y C H R I S T - F O C U S E D

M I N I S T R Y

our mission

T O C O N N E C T T H E G O D - G I V E N

G I F T S O F C O M M U N I C A T I O N

P R O F E S S I O N A L S W I T H T H E

G O D - I N S P I R E D P A S S I O N S O F

C H R I S T I A N M I N I S T R I E S

Clear and compelling communication for every Christ focused ministry.

That’s the vision God called us to five years ago. It’s still our vision yet today.

Delivering on that vision for each of our clients is the focus of our work each day.

To help us do that, we’ve created a set of standards that guide every decision and

every relationship. Formally they’re known as the Kumveka Standards. Around the

office, we call them LELI:

Love Well This starts with understanding our clients: what’s important to them, how

they speak, who they seek to serve. This naturally then flows into our relationships with

our teammates, our Creative Network, and our investors.

Execute with Excellence We’re a team of professionals in our specialties. So our

clients expect that we can deliver excellent work on time, on scope, and on budget.

Learn Constantly We ask a lot of questions. And we’re committed to learning and

growing professionally so we can better serve our clients.

Initiate We think—and act—proactively for our clients. We ask ourselves questions

like, “What should we be doing for them we’re not doing now?” and “What are new

ways to approach furthering their mission?”

That’s just a taste. You’ll read more about how these standards shape our work on

pages 16 and 17.

As I reflect on five years of Kumveka, I’m so thankful for the story God is writing through

each ministry we serve, each person who partners with us, each creative who uses their

gifts alongside us.

Dan Kennedy

Executive Director

kumveka offersmarketplace excellencein a ministry context

A clear understanding

of your audience

perceptions and the gaps

that exist between your

leadership intent and those

audience perceptions.

A brand that

communicates the

heart of your organization

and is strategically built

on research.

BRAND MESSAGING

BRAND VISUALS

COMPREHENSIVE BRAND GUIDELINESWE DELIVER

you get

COMMUNICATIONS AUDIT

LEADERSHIP INTENT & ALIGNMENT MEETING

QUANTITATIVE & QUALITATIVE RESEARCH

PROPOSED BRAND STRATEGY

research branddevelopment

BRAND MESSAGING

BRAND VISUALS

COMPREHENSIVE BRAND GUIDELINES

A roadmap of core messages

and tools to guide what to

say, the best way to say it,

and who to say it to.

A cohesive set of integrated

elements to equip your staff

and engage your audience.

Expert input into identifying

key roles, planning for

success, and professional

training to maintain brand

consistency and develop

a healthy organization.

communicationtools

capacitybuilding

BRAND ROLL-OUT STRATEGY & PLAN

MARKETING STRATEGY & PLAN

EXAMPLES: STATIONARY

BROCHURE, WEBSITE

VIDEO, CONFERENCE BOOTH

SIGNAGE, PRINT COLLATERAL

E-NEWSLETTER TEMPLATE

ORGANIZATIONAL DESIGN

PROCESS DEVELOPMENT

CREATIVE COACHING/TRAINING

AD HOC CONSULTING

branddevelopment

communicationplanning

DATA BUILDS A BETTER STORY

RES

EAR

CH

Their passion is Christian education. And their mission is to unite, equip, and

strengthen Christian schools worldwide. So how could ACSI better tell the story

of who they are and all they have to offer?

The answer to that question starts with research. And at Kumveka, this research

takes the form of a brand assessment survey.

A brand assessment is a qualitative and quantitative evaluation of how audience

perceptions align with leadership intent. The resulting data serves as the building

blocks for a brand’s story.

For ACSI, our strategy team developed the question, designed the survey, and sent

it to heads of schools, principals, and teachers of Christian schools affiliated with

the organization.

More than 8,000 people responded. And the results revealed the top reasons

schools carried an ACSI membership, the offerings they most valued, what

prevented schools from using some of those offerings, and a profile of

current members who were at risk of non-renewal.

Our strategy team used the data they received to create a plan outlining the most important messages for ACSI to communicate and who to communicate them to. This focus increases the likelihood that the right message reaches the right audience by editing out what doesn’t resonate.

The right message doesn’t just include words. It encompasses visuals too, working

in tandem to communicate ACSI’s passion for Christ and services to educators in a

clear, compelling way.

Together, each element—beginning with the brand assessment—is helping ACSI

better tell their story.

A brand assessment is a

qualitative and quantitative

evaluation of how audience

perceptions align with leadership

intent. The resulting data serves

as the building blocks for a

brand’s story.

We developed ACSI’s brand assessment survey through a series of on-site discovery sessions.

These meetings gave us vital insight into who they are and the people they seek to serve.

kumveka’s work with acsi is ongoing : a new case study wi l l be avai lable summer 2015 at kumveka.org | 7

Look for ACSI’s refreshed brand

Summer 2015

WRITING A NEW CHAPTERAn organization’s story begins with its name.

It introduces—and many times embodies—who they are

and what they do. So what happens when it changes?

Just as the name suggests, World Harvest Mission sends

missionaries to share the gospel around the world. But as the

ministry grew, the name began to present some challenges. It didn’t

say enough about the work: living out the grace and renewing power

of the gospel incarnationally, plus creating materials and training to

help others do the same. And sometimes

it said too much: creating barriers and confusion among the

very people they wanted to serve.

After months of research and prayer, World Harvest Mission’s

leadership made a courageous decision to write a new chapter by

changing the organization’s name. And of the names we proposed,

they chose Serge.

Serge means joining together rough edges to form a smooth seam.

It’s a metaphor that serves as a word picture of what

God’s grace, through the gospel, does in the lives of those who

respond to Him.

With a new name comes new opportunities to share what

Serge means. And in turn, more opportunities to share the

gospel—the greatest story ever told.

BR

AN

D I

DEN

TITY

Together with the name, each of the elements we created

work together to tell the Serge story. The tagline, grace at the

fray, brings the work to life. The brand architecture clarifies

each area of their ministry: Resources, Mentoring, Mission. The

color palette illustrates the ‘grit’ of authenticity, brokenness,

and sacrifice, as well as the vibrant joy of grace. And the

messaging uses stories to share how God is working at the

‘fray’ of human weakness and His grace.

view the ful l case study at kumveka.org | 9

What drew you to work with Kumveka?

When I started with Kumveka there was no “Kumveka”!

In late 2007, I was working as a graphic designer for a Christian retailer

headquartered in Michigan. My former co-worker Dan Kennedy was serving

a ministry in China using his marketing and branding skills.

I had just had my first child and my heart was torn between using the talents

I knew God had given me and my deep desire to be more present in my

daughter’s life.

A year later, Dan Kennedy and I reconnected. I shared my heart with him

and he shared with me that God had given him inspiration to expand the

work that he had been doing in China for more ministries, and he asked me

to consider joining him.

My heart leapt! An opportunity to continue using my gifts in ministry? A

flexible, at-home schedule that allowed me to better “balance” home and

work life? A chance to travel and see the amazing things God is doing

around the world? Where do I sign up? And so it began.

Let’s start at the beginningReflections on Kumveka’s first five years

Creative Director Autumn Lunsford

combines a designer’s eye, an ear

for just the right word, and a heart

for what God is doing around the

world. She serves from and lives in

Zeeland, Michigan.

10

In what ways have you seen Kumveka grow during the last five years?

I’ve seen God bring finances, people, facilities, and expertise just as we

needed it. Our core team has grown from 2 people to 12. Our work spans 4

continents. And I’ve seen our leadership deepen in dependence on God to

move in big ways.

We’ve also expanded our offerings. From a creative-based rebrand with a

few basic applications to in-depth, qualitative and quantitative research-

informed brand strategy, more expansive and complex applications, and

on-going marketing plans and support. We’ve not only been able to provide

tools but also on-site training and workshops so that ministry clients are

better equipped to implement their new, healthy identity.

What is your prayer for Kumveka’s next five years?

That God would show us more of who He is through the people and

circumstances that we encounter, and that He might use us in big ways to

transform more and more lives through the ministries we serve.

kumveka.org | 11

The methods are classical, but the stories are new every day at Veritas School as

minds are challenged and souls are shaped.

The themes tying these stories together is what we dubbed the beauty of both: a focus on both what their students are learning and who they are becoming as they discover the truth, beauty, and goodness of God and His Kingdom through a classical Christian education.

Relocation to a larger campus gave Veritas the opportunity to more clearly tell

their story and share it with more families in and around Richmond, Viriginia.

To start that process, our discovery session with Veritas leadership helped us

identify the core themes in their story, which led to the creation of a brand

definition: Cultivating mind and soul, a phrase that also serves as the tagline.

The words capture the ‘both/and’ element of an education at Veritas: strong

academics integrated with a focus on Christ and His Kingdom. Specifically, the

word cultivating speaks to their whole-person, nurturing approach help each of

their students flourish.

‘Both/and’ is also highlighted in the mark we created and the colors we chose for

their brand. The blue represents the grounded, rigorous, and intentional parts of

mind while yellow illustrates the nurturing, inspiring, joyful aspects of soul.

All of those brand elements come together to tell the Veritas story on their newly

redesigned website. As visitors interact with the easy-to-navigate site, they learn

more about how Veritas cultivates the minds and souls of students though videos

we created in partnership with Silent Images. The messaging carries the cultivation

theme throughout the site.

A new brand and new tools helps Veritas School share the story of a Christ-

centered classical education in a fresh way.

A TALE OF THE BEAUTY OF BOTH

BR

AN

D I

DEN

TITY

In addition to working a full time job as a web developer, I enjoy working on marketing and web projects for organizations that are Kingdom focused. In particular, I have a special place in my heart for organizations that are missionary minded, having served overseas for eight years myself.

On the Veritas website project, I had the opportunity to implement the finished designs to a working website that met both the client’s needs and desires. It used many state-of-the art features, and I really enjoyed utilizing those features to help the client to better tell their story.

view the ful l case study at kumveka.org | 13

A talented web developer with a heart

for what God is doing around the world,

Jeremy Carman is part of Kumveka’s

growing creative network and has

served on several of our projects.

He lives in New York with his

wife and children.

They serve, they send, they go.

That’s the basic plot of the stories God writes through Encompass

World Partners and their disciple-making teams working among the least-

reached in our world.

Their ministry to 228 people groups across 34 countries means there are

a great many stories to share: victories and challenges, lives saved, souls

redeemed.

What was missing was a plan and process for clearly telling those stories to

donors, supporters, and potential ministry workers.

So we created a communication plan, a roadmap of core messages and tools to guide what to say, the best way to say it, and who to say it to.

From that came specific ways to share the stories of Encompass, from a toolkit

equipping staff to communicate more clearly with

their supporters to a bimonthly magazine inspiring donors to join

the work through praying and giving.

Now, as God creates the stories, Encompass is prepared to tell them.

COM

MU

NIC

ATIO

N P

LAN

NIN

G

14 | kumveka’s work with encompass is ongoing : a new case study wi l l be avai lable summer 2015 at kumveka.org

MAKING THE MESSAGE CLEAR

“I loved the obvious thought and creativity that went into the training—and the space that you have at Kumveka is so conducive to good, productive work and team building. It was great to be given tools that weren’t forced on us or super formulaic, but that are flexible, helpful principles that we can make our own as a team.”– Amy Nickerson, Writer

Josiah Venture

CAPA

CITY BU

ILDIN

G

view the ful l case study at kumveka.org | 15

More than 20 years ago, this area of the world opened up and Josiah Venture entered in to bring the gospel to a new generation of young people with hearts starved for truth and hope. That happens in tangible, hands-on ways: English and music

camps, performing arts groups, leadership training, discipling, and partnering

with local churches.

The challenge was this: continued growth created a need for a strong, agile internal communications team. This

group would help the ministry better share its story through the process and

production of communication pieces for staff and missionaries.

Once Josiah Venture identified the people for this team, we had a series of

conversations with them to evaluate experience, skills, and opportunities

for growth.

The best part was bringing together this team for two days of training with

our creative and strategy teams. Together, we covered carrying out the Josiah

Venture brand through design and messaging, team design and best practices,

and helped them further grow their job-specific skills. It was also a rich time

of bonding and team building as they prepared to serve cross-culturally—

and start telling the stories of how God is moving among young men and women in Europe.

God is telling a new story

in Central and Eastern Europe

Loving well always starts here:

Dear friends, let us love one another, for love comes from God. 1 John 4:7

From that place, loving well is about how our team serves each other: encouraging

each other, recognizing and affirming each other’s gifts, having the hard conversations,

building community.

That flows into how we approach the relationships with our clients, creative network, and

those who invest in our organization. They’re more than names on a contract or

a creative brief; they’re friends.

Of course every organization wants to execute with excellence. But what does that look like at

at Kumveka? This standard is rooted in what we call our best vs. excellent philosophy, which is

this: It’s a given we want to do our best work. But if we create something beautiful that doesn’t

meet a client’s needs effectively, it’s not excellent.

It’s this mindset we bring to every project we undertake and tool we create. It’s not about our

work; it’s about shining a light on the story God is telling through the clients we serve.

There are characters (our team). There’s a setting (our office). And there’s also a theme: the Kumveka Standards.

These Standards—we call them LELI for short—are the principles that guide our culture and influence every interaction with each other and those we serve.

Here’s how they play out in Kumveka’s story.

EXECUTEwith excellence

LOVE well

There are characters (our team). There’s a setting (our office). And there’s also a theme: the Kumveka Standards.

These Standards—we call them LELI for short—are the principles that guide our culture and influence every interaction with each other and those we serve.

Here’s how they play out in Kumveka’s story.

The details are many. The budget can’t budge. The milestones must stay on track. And Project Coordinator Meredith Carter embodies execute with excellence by managing it all.

These skills shined through her coordination and on-site management of videos created for Veritas School, ensuring client and Kumveka objectives were met to tell the best story.

And sometimes executing with excellence is utilizing the other gifts God has given you. For Meredith, one of those gifts is hospitality. She provides a welcoming environment for every guest who walks through our doors—because that’s simply who she is.

–Mackenzie Mumey, Project Manager

Learning constantly is essential to working cross-culturally, as we do. And it’s this

posture we take as we get to know and understand the hearts of our clients.

Many times, our best learning happens when we make mistakes. And we make them.

So when we miss the mark, it stings, but we choose to embrace it as an opportunity

to make things better.

We also learn from each other’s stories, experiences, and expertise. That includes our team

and our clients, as well as experts and thought leaders.

Each member of our team is a problem solver. To do that, we’ll step out and try new things

(see Learn Constantly) and learn from the mistakes along the way. We’ll also take the initiative

to improve processes, embrace our responsibilities, and seek out new clients to serve—all in

an effort to continue loving, executing, learning, and initiating.

INITIATE solutions

LEARN constantly

celebratingfive years

of telling stories

Page by page, person by person, story by story, God has woven together quite a tale during Kumveka’s first five years.

Here’s where we’ve been. We can’t wait for the next chapter.

TEAM GROWTH +10

CLIENTS SERVED 26

Rebrands 14

videos created 1 1

OFFICE MOVES 2

COUNTRIES TRAVELED 13

VISION/MISSION UNCHANGED

kumveka.org | 19

K U M V E K A S T O R Y B O O K v o l u m e t w oKumveka is a registered 501(C)3 non-profit. | kumveka.org

JOIN THE STORY

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