Okay, while the last article dealt with the overall need to put marketing principles in place at your congregation, this time we’ll delve a little into specifics.
In today’s environment, any great marketing system has to first address the overall identity of the congregation, and what better way than to have an identity system as the cornerstone. Now, an Identity system, at its core, is simply a stationary set that provides identification for your congregation. In most instances an identity system consists of a coordinated letterhead and envelope set and a business card. In more substantial cases, there are various labels and note cards and other collateral pieces that are used. The key, however, is the seemless transition from one piece of stationary to the next. This is achieved through 2 specific factors; The Logo and the color scheme.
The Logo – The logo, while important, is as simple to create as utilizing a stylized font in spelling out your congregations name. The key is consistency in usage, the fact that every time people see your name at your congregation it is always neatly displayed with the same characteristics, be it the same color and font, or any other way that generally sets your logo apart. At the Magnolia Park Church of Christ, there is both a primary logo and a secondary one. The Primary logo consists of a stylized spelling of “The Park”, the congregations name, with the title Magnolia Park Church of Christ directly underneath. This is done with the specific purpose of people associating the both the nickname and the congregation name. The nickname presents a friendly feel and is, in a sense, welcoming when seen and disarming, but at the heart is always the congregations name as to always remind people that The Park is a church. The Primary Logo is used mainly in-house for the members on all publications and there are plans to utilize it more on information that goes out to visitors and others.
The secondary logo is a much simpler logo that is just a styled capitalized M & P that appears on everything from the church bulletin to announcements and visitors cards.
The Color Scheme – It’s important to have a set of colors you work with when designing congregation materials. For one, with a defined color scheme, you’ll be able to always achieve a level of familiarity with those that receive your materials. Also, as an added bonus, you’ll not have to spend a lot of time with colors that may not work well. One of the prime points of creating a color scheme is great color usage. Think about it; on your bulletin board, which bulletins stand out? And which announcements wash out with their bland black and whites. Even if you’re pressed for money, a pre-designed letterhead with spot color will achieve both recognition and consistency in presentation.
Keep this in mind – The more time and effort that is spent on creating a smooth and consistent image for your congregation in print, the more likely it is that people will respond positively when your name is presented to them.
In Part 3, we’ll look at utilizing the bulletin as a ministry tool