COMMUNICATION “ONE-PAGER”
Use this as a resource to communicate your messages more effectively and efficiently.
Need design or promotion? www.whitewatercrossing.org/communications
Need rooms or resources? www.whitewatercrossing.org/facilities
5
THE BASICS
1. WHY are you communicating? (Objectives)
- Which environment does this fit in? (outside, foyer, living room, kitchen)
- Does this fulfill the mission of the church?
- Are you moving people through the environments?
- What do you want people to think, feel and/or do?
- Ask yourself “why” at least 3 times to get to the underlying objectives. 2. WHO must you reach to accomplish your WHY? (Target Audience)
- This target audience should match the environment.
- You will reach many people, but who in particular do you want to think/feel/do?
- Be specific. Push beyond a general answer like “everyone” to identify any specific sub
groups based on age, gender, stage of life, religious experiences, etc.
- Even for subgroups it is most effective to have an individual in mind to guide the writing. It is easier to achieve the desired tone and level of detail if writing to a person vs. face less masses.
3. WHAT to cover to achieve your WHY and your WHO? (Key messages, message tract)
- Must hook the audience early to get their attention. Why should the audience care? - What are the “felt-need” benefits to the audience; go for their hearts, not just their heads. - Keep it simple; less is more. Be sure the terminology and level of detail is appropriate for audience. - Create a message tract to capture the main points and supporting information.
4. HOW to share your message?
- With WHY, WHO and WHAT in mind, it is easier to get creative on the HOW.
- Is this a one-shot deal, or a multiple “touches” needed?
- What percentage of the church body does this message apply to? The lower the
percentage, the less exposure it should have.
- How does my target audience best receive this type of information?
- From who should it come? (credibility, familiarity)
- Common HOWS are weekend promotion (bulletin/screens), E-mail campaigns, social net
working, website, personal conversations,
Other questions:
Have you actually written down the answers to the above questions?
Has someone proofed your communication piece for errors and clarity?
3
(more awesomeness on the back)
5 5 5
COMMUNICATION TRACKS
WHITEWATER SPONSORED
NON-WHITEWATER SPONSORED
Fully aligns with the strategy and
mission of the church as
determined by Core Team.
CUSTOM MESSAGE TRACK
Based on Communication
Basics and answers to WHY,
WHAT, WHO questions.
Outside activities that do not fully align
with the strategy and mission of the
church as determined by Core Team.
SOCIAL NETWORK
Facebook and Twitter
WEB PAGE
outsidenews page
(also printed weekly)
Since delivering EVERY message to
EVERYONE doesn’t make sense...
Stage 1 (Laser): email campaign, PCO,
Community Group Leader, Right Now training,
handouts
Criteria: targeted/intra-ministry
Stage 3 (Shotgun): All of the above plus
atrium loop, 10B4 pre-service, web home
page rotator, bulletin events, info desk
Criteria: involves/affects at least 50% of adults
Stage 2 (Rifle): All of the above plus social
networking, e-newsletter, blogs, website,
Direct from David
Criteria: involves/affects at least 25% of
adults, or 50% students/children
Stage 4 (Bomb): All of the above plus Teaching element, bulletin spotlight, web home
page rotator, invite cards, electronic billboard
Criteria: involves/affects at least 90% of adults
(basically all-church)
5
BRANDING GUIDE
Whitewater “voice”
All content written and visual should carry a tone of “realness”, no-nonsense, and simplicity. A little bit of humor should be used when appropriate. No outdated, “churchy” language should be used anywhere (namely external marketing). Always look for the most simple way to say what you want and be sure to answer the question “Why” as much as the “What”.
Key marketing messages
“We exist to help people find hope in Jesus and a home in His local church.”
“Helping people find hope in Jesus and a home in His local church.”
Shortened: “Hope in Jesus”
“Relationship. Not religion”