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Assignment Overview

This is our Final Project for VIC5325: Digital Imagery in Web Design. Our task was to do a re-brand of our favorite non-profit or workplace and develop a comprehensive Integrated Marketing Campaign. We were to create a Company Analysis, Logo Design, Print Promotions, Social Media post, an Infographic, and a website evaluation.

The project was tedious, but in the end, I’m pleased with the final result. Much of the work shown here has recently been implemented or will be in the near future.

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COMPANY ANALYSIS

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Tabernacle Baptist Church is a Southern Baptist Church that has a very long heritage in an older unique community. Both the Church and the community have changed the past few years, and both expect to have moderate expansion in the next few years.

About Ennis
Ennis TX is a small town of about 25,000 located 35 miles south of Dallas. In 1872, Ennis became the northern headquarters for the Houston and Central Texas Railroad. In the 1880’s, Ennis’ population boomed from 300 to about 3,000, becoming home to settlers looking for a fresh start after the Civil War as well as an unexpected destination for Czechoslovakian immigrants. The population has slowly grown since then, with a 10-15% population growth the past three decades.

Despite having the feel of an old stagnant town, the industrial business market is strong. CVS, Sterlite, Petsmart, GAF, Lowes, and more companies have manufacturing plants in Ennis. There are also some contracts on the table with city planners to bring major businesses into Ennis in the next two years. The school district is planning for an additional 2,000 students in the next two years. The city is currently revitalizing many downtown businesses and overhauling many of the parks.

About Tabernacle
Tabernacle was founded in 1899 and saw general success for almost a century, building many times and moving locations more than once. The current facility opened in 1962. Church attendance and growth held steady until the mid to late 1990s. For the next years, poor leadership led to a lack of vision, infighting, and steady decline. In November of 2011, Tabernacle hired a new pastor, and under his leadership, the church has seen a dramatic change. Upon his arrival, he worked with some consulting groups to find the strengths and identify the weaknesses that had been entrenched for some time. With this information in hand, a new brand identity and vision were established.

Old Vision Statement: “We exist to experience the presence of God by cultivating a culture of families who invest in each other. 2017 Vision Statement:

“We are a family-driven, Gospel-centered church. Let us
invest in you.”

With these things in place, things began to change. The church embraced the new vision statement. The staff found remarkable success in newfound stability. The tag line “Experience Family,” resonated with people. Families returned and students and children have outgrown their spaces. Worship attendance is frequently bumping the 80% capacity.

IMC Campaign – You Belong Here
By freshening up our current language, using bold images (black and white overlayed with color), strong text, a modified vision statement, and the slogan “You Belong Here,” we hope to not only raise brand awareness but also reach families with infants through teenagers. The fresh campaign will hopefully let people put negative emotions towards the church in the past, come and see the kind of church we are today, and see how they belong to our bigger “Tabernacle Family.”

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LOGO DESIGN

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2011 Brand

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This is still a relevant logo. It is still not trendy, which is a good thing. Trends quickly fade and logos get outdated. The muted color pallet, gradient on the text, the pink icon, and font choices work well together on their own, but aren’t quite modern anymore. A few tweaks are in order. Besides font and colors, The “Housetop”has been cleaned up to be a bit smoother.

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By freshening up our current language, using bold images (black and white overlayed with color), strong text, a modified vision statement, and the slogan “You Belong Here,” we hope to not only raise brand awareness but also reach families with infants through teenagers. The fresh campaign will hopefully let people put negative emotions towards the church in the past, come and see the kind of church we are today, and see how they belong to our bigger “Tabernacle Family.”

2017 Rebrand

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PRINT PROMOTIONS

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Although much of the world is digitally connected, print products are still a part of our daily lives. Here are some examples of how print media can be crafted from this point forward to comply with the new branding.

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8×10 “You Belong Here” Promotional Flier

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4×6 “You Belong Here” Post Card

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Custom Pocket Folder

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SOCIAL MEDIA

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IMC Campaign – You Belong Here
The purpose of this social media campaign is to draw people from our community to get involved in our services and programs (primary goal), or get connected to us through our online presence (secondary goal). We will target three specific groups of people at different times. Each “mini” campaign will include a main profile image and a timeline post that can double as a Facebook ad.

Campaign 1 – Welcome Home / Why Shannon Left Tabernacle

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  • Purpose: Being an older church, there is a lot of history in our community. When the church relocated in the early 60’s, it relocated to a place where some newer and nicer homes were being built. It was also near the town country club. This left a negative impression on the community. Some people today still refer to Tabernacle as “Grab a Nickel.” It has also been a bigger church in the community, and many who come from smaller congregations have a natural distrust of “the big church.” About 10 years ago, the church also went through a difficult time, and many people left the church. The church has transformed itself quite a bit in the last six years, and some of the members who left are starting to come back. This ad will highlight the story of a woman, Shannon, who came back. This banner will simply say “Welcome Home”
  • Target Audience: People from Ennis +15 mile radius, Males and Females, 30-50, who have adult children.

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Ad / Post

  • Headline: Why Shannon Left Tabernacle
  • Text: Like some in the Ennis Community, Shannon left Tabernacle 10 years ago. Want the scoop?
  • Link Description: Today, we want to tell you the story of Shannon. Shannon was a regular part of Tabernacle until about 10 years ago. 10 years later, she never imagined she would be where she is today.
  • Call to Action: Learn More – Will take the user to a blog post OR a youtube video story.

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Campaign 2 – We’re Saving You a Seat

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  • Purpose: The purpose of this ad is to break down some of the barriers that might keep somebody from visiting one of our Sunday services. People worry about not feeling welcome. Some are worried about being judged. Some worry about their own personalities. Through some basic and bold images, I hope to capitalize on the personality of some of our more outgoing members to create a fun and welcoming feeling. The image of a person smiling next to an open seat creates a feeling of inclusivity.
  • Target Audience: People in a 20 mile radius of Ennis, Males and Females, 25-65+

 

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Ad / Post

  • Headline: This Sunday, We’re saving a seat for you!
  • Text: Did you know that Jason (pictured below) used to be the model for Mr. Clean? Don’t believe us? You’re right. He wasn’t. But he is a really fun guy and he is saving you a seat this week.
  • Link Description: This Sunday at 9:15 or 10:45am, Jason is saving you a seat.
  • Call to Action: Learn More – Will take you to the I’m New page of our website which is tailored to first-time visitors.

 

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Campaign 2 – Your Kids Will Love It (and so will you)

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  • Purpose: We are actively trying to reach families with children or teenagers. We are going to break ground this year on a new Children’s building. Our children’s ministry is a fun place for a kid to be. By highlighting some of the fun moments and dramatic images from previous weeks, parents will take notice.
  • Target Audience: People within a 20 mile radius of Ennis, 24-50, with young children. We may run a split campaign to target even further people who have “moved to Ennis” listed as a life event.

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Ad / Post

  • Headline: This Sunday, We’re saving a seat for you!
  • Text: Did you know that Jason (pictured below) used to be the model for Mr. Clean? Don’t believe us? You’re right. He wasn’t. But he is a really fun guy and he is saving you a seat this week.
  • Link Description: This Sunday at 9:15 or 10:45am, Jason is saving you a seat.
  • Call to Action: Learn More – Will take you to the I’m New page of our website which is tailored to first-time visitors.

 

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When we post content to our facebook page, the period of greatest return is between 6:45 and 8:00pm on most weeknights. Monday and Tuesday posts seem to do better than other days of the week.

Also, when targeting demographics ads tend to get a better response when targeted to Moms of children. Dads can also be a selected demographic, but these campaigns tend to become more costly over time.

Recommended Supplemental Social Platform: The additional platform we’ll utilize throughout the campaign will be YouTube. Instagram and Twitter do not seem to have much traction within our community. The content will be primarily interviews and stories.

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INFOGRAPHIC

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A reality that we are proud of at Tabernacle is our focus on Missions. Our Core Values, our Groups and LifeGroups, and our Giving Strategy all are heavily influenced by our Missions strategy.

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Website ANALYSIS

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Our website is something that I am proud of. I have full creative and content control over what is posted. I have been doing regular updates, design tweaks, and analytics through Google and a heat mapping service. Some of those things have led to substantial changes as recently as last Thursday. Also, as I worked on this assignment, I made some changes and tweaks to the website.

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HOME PAGE

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NEW HERE

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NEXT STEPS

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The Good

  • The website has a cohesive look and feel.
  • Pages are complete and have purpose. Many times, especially for smaller churches, there is incomplete or out of date information on key pages of the site.
  • Every photograph was taken by me – There is no stock photography on our site
  • A psuedo-mobile home page has some home page elements hidden on the desktop version of the site.

The Room for Improvement

  • With some recent additions, the main menu has too many elements causing them to double up on many browsers
  • The “HUB”is intended to be a one-stop answer to all sign-ups and event information, but it is a challenge to keep up with everything
  • Twitter button on the top should be removed. We do not actively use Twitter
  • RSS Button on the top should be removed as well. The heat map analysis shows that many people click it, but there is not much functionality there.

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