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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

    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.

    Thats the vision God called us to five years ago. Its 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, weve created a set of standards that guide every decision and

    every relationship. Formally theyre known as the Kumveka Standards. Around the

    office, we call them LELI:

    Love Well This starts with understanding our clients: whats 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 Were 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 were committed to learning and growing professionally so we can better serve our clients.

    Initiate We thinkand actproactively for our clients. We ask ourselves questions like, What should we be doing for them were not doing now? and What are new

    ways to approach furthering their mission?

    Thats just a taste. Youll read more about how these standards shape our work on

    pages 16 and 17.

    As I reflect on five years of Kumveka, Im 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 brands 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 doesnt resonate.

    The right message doesnt just include words. It encompasses visuals too, working

    in tandem to communicate ACSIs passion for Christ and services to educators in a

    clear, compelling way.

    Together, each elementbeginning with the brand assessmentis 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

    brands story.

    We developed ACSIs 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.

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

    Look for ACSIs refreshed brand

    Summer 2015

  • WRITING A NEW CHAPTERAn organizations story begins with its name.

    It introducesand many times embodieswho 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 didnt

    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 Missions

    leadership made a courageous decision to write a new chapter by

    changing the organizations name. And of the names we proposed,

    they chose Serge.

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

    Its a metaphor that serves as a word picture of what

    Gods 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

    gospelthe 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

    daughters 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.

    Lets start at the beginningReflections on Kumvekas first five years

    Creative Director Autumn Lunsford

    combines a designers 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?

    Ive 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 Ive seen our l

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