Branding - SAC/GAIN 2014

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Information about Branding - SAC/GAIN 2014
Marketing

Published on April 4, 2014

Author: portaladventista

Source: slideshare.net

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Branding - SAC/GAIN 2014

Branding and the Seventh-day Adventist Church

JUST SAY YES!

SAH NZCF The Christian Trust EACSDA & IIWO NZ

This experience has made me reflect on the definition of poverty. We are poor when we have nothing to give. we are rich when we give. This applies also

1. Branding: What, how and when 2. Sequential Evangelism 3. Common resources and the effect on evangelism and brand

Why is branding important?

Better branding helps an organisation to reach its goals

Corporate Goals: profit influence power

Goals of the Seventh-day Adventist Church: ! 1. To reach the world for Jesus ! 2. Spiritual richness of its

We can achieve both goals through professional corporate communication strategies and by encouraging and resourcing members to personally give their faith

“Seventh-day Adventists are spending millions of dollars annually on media to ignite a spiritual interest that Mormons and Jehovahs Witnesses are reaping.” Louis Torres Church leader, performer and author

What can we learn from the corporate world?

What are the top global brands for 2013? interbrand.com

THE LEADERSHIP ISSUE “Leaders, like Apple and others on our Best Global Brands 2013 list, know what they stand for and what they must do to meet [their] expectations.” Jez Frampton Global Chief Executive Interbrand

THE LEADERSHIP ISSUE “Ultimately, world-leading success comes when brands create a space to think big, dream big, and take big actions—not just in business terms, but as Corporate Citizens and agents of cultural change. Brands that unlock this broader potential will shift the public imagination, revitalize organizations and change our sense of what is possible..” Jez Frampton Global Chief Executive

2011: Apple begins to rise meteorically What happened in 2011?

In spite of the death of Steve Jobs, the company’s culture, vision and mission were set and had a life of its own.

"Few brands have enabled so many people to do so much so easily ... For revolutionizing the way we work, play, and communicate — and for mastering the ability to surprise and delight — Apple has set a high bar for aesthetics, simplicity, and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed." Interbrand 2113 Best Global Brands Report

Apple understood what people needed before they did, and did so in a way

The Seventh-day Adventist Church understands what people need, but, generally speaking from a global perspective, we

Can we learn from the corporate world?

Secrets of the ten most trusted brands entrepreneur.com

1. Get Personal: Amazon.com

2. Sell Happiness: Coke

3. Live Up to Your Promise: FedEx

4. Keep it cool and fun:

5. Design and experience:

6. Stay consistent Ford

7. Can-do attitude Nike

8. Forge connections Starbucks

9. Serve up the quirky

10. Focus on the customer

They all connect emotionally with their clients. They make

So who are we and what do we stand for?

Expression of logo different - colours of logo different

Non compliance to corporate style manual

Division artwork not to corporat e style manual specificat ions

The impact of regional campaigns on

No plan as to how to use what brand when...

Important issues: Do we know who we are and what we stand for ... and if we do, can we enforce compliance??

Recommendation 1 Corporate Brand Management USE GLOBALLY

1. Use this globally 2. Seventh-day Adventist Church logo 3. Enforce adherence to style manual 4. Apply to local churches, conferences, unions, divisions and GC buildings and marketing

6. Build a library of approved resources (such as Beyond), plus free, downloadable marketing materials. Update annually. Language and images to reflect local regions but concepts to be global. Emphasis on creativity and content - make relevant to new media as well.

1. Brochure templates 2. Radio ads 3. Television commercials 4. Videos for social media sharing and/or TVCs 5. Invitations for local church events: 
 (Christmas, visitors days, Pathfinder Investiture etc) 6. Church bulletin templates 7. Website templates 8. Social Media event management

Resource page

Postcard

Poster

E-mail sharing invitation

Facebook sharing Square

Webslider

Facebook Banner

Postcard

Poster

E-mail sharing invitation

Facebook sharing Square

Facebook Banner

Postcard

Poster

E-mail sharing invitation

Facebook sharing Square

Facebook Banner

Webslider

Recommendation 2 Link Brand Management: Church approved and endorsed outreach

1. Use regionally within Divisions 2. Stick to a few and make each multi media (Social media) 3. Have a plan to transition new contacts into friendship groups then invite them to reaping campaign

Important to have a response mechanism

Recommendation 3: Outreach brands: Unlimited USE LOCALLY AND PERSONALLY

1.Use locally and encourage creativity. No limit to these brands. 2.Major purpose of these brands are to generate new interests 3.Encourage supporting ministries (not independent ministries though) 4.Encourage individual efforts 5.Provide opportunities to train church members on how to transition leads

NOW WE HAVE TO LINK THEM TOGETHER…

Let’s first observe our current outreach model:

The Problem Generate lead Harvest

Christ’s Method Brings True Success—Christ’s method alone will give true success in reaching the people. The Saviour mingled with men as one who desired their good. He showed His sympathy for them, ministered to their needs, and won their confidence. Then He bade them, “Follow Me.”— The Ministry of Healing 143 The Solution

HarvestBuild friendshipsFill need The Solution Generate lead

HarvestBuild friendshipsFill need Generate lead Local church outreach

Generat Fill Build Harvest Creation movie

Let’s ensure we enjoy the harvest! 3 stories...

Case Study: EACSDA

2. EACSDA Cycles 1 & 2 Attendance 2008: 30-40 Attendance 2013: 180

1. Bible Worker systematically door knocking offering Bible Studies (Outreach & Link Brands) 2. Celebrating Life in Recovery (Outreach brand) 3. Marriage (Corporate brand) 4. Reaping Campaign - Jean

Jean Noel leads into spiritual/reaping campaign.

Cycle 2. ! 1. Beyond Addiction ! 2. Total Make Over ! 3. Who Has The Answers

Pr Dyason leads into spiritual/reaping campaign.

37 baptised at first baptism - culmination of 9 months of outreach activities. (Glenn Innes Church font).

Case Study: Garden City Fellowship

More amazing when you consider the impact of depopulation since the Earthquake

Garden City Fellowship (planted 2009) One Pastor, two female Bible workers ! Now planting its second church plant. Both led by Bible Workers

Case Study: The effect of branding on Bible Correspondence School course completion rates

132

133

2011: 5-8% ! 2013: 34%

Courses Completed

THE LEADERSHIP ISSUE “There comes a time when we recognize that the world has changed so radically that there is really no choice but to adapt or be swept into irrelevance.” Jez Frampton Global Chief Executive Interbrand

Conclusion

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