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The Before and After of A Rejuvenated Brand

Copperfield is a very, very healthy church … numerical growth, growing congregation, zero debt, healthy budget and more importantly lives being changed. So why would the leadership of the church feel like they needed an identity overhaul… a rejuvenated brand?

Kudos to Copperfield’s leadership for not “getting comfortable” when it would be easy to do so. For Copperfield, an identity overhaul was more than doing all things with excellence. It was also about reinforcing their unabashed commitment to living their mission… with greater fervor than ever.

One of the main objectives of the Copperfield’s brand rejuvenation project was to create the “beginnings of  a mission movement”. Following are more benefits resulting from their brand overhaul:

+ CLARITY IN MISSION. Redefining of mission and values in simplified voice and visual model for easy understanding and buy in.
+ GENUINENESS. Allowing people to see and hear Copperfield’s genuine commitment for knowing Christ, loving people, and changing lives.
+ CULTURE SHIFT. Building a culture that is entirely focused on God’s mission and vision of the church.
+ RETOOLED COMMUNICATIONS. Creating strategy and new methods of communicating within and beyond the church walls with value and relevance.
+ STANDING OUT. Positioning Copperfield as something very unique and special amidst the noise and busyness of a major metropolitan/suburban setting.
+ INTERNET SHIFT. Expanding Copperfield’s digital presence by integrating its internet assets of web site, facebook, twitter, blog, and video.
+ MOMENTUM. Building and sustaining momentum in Copperfield’s pursuit of God’s mission as a church.

BRAND LAUNCH SEPTEMBER, 2010. Following you’ll find a glimpse of their brand rejuvenation to be unpacked to the congregation this fall. The roll-out plan begins with a multi-week sermon series devoted to educating the congregation on the meaning and impact of living the mission. DC is quite pleased with the results of the strategy and creative behind this project. We think the visual results speak for themselves. (BTW, great job to Graham Yelton, DC Creative Director and the rest of the DC team!) Check out the before and after:


Getting Your Mind Around the Digital Shift

We are in the midst of an amazingly fast and comprehensive shift impacting so many aspects of our daily lives. Probably more than we care to acknowledge.  This video does an incredible job in bringing the digital shift into clear focus for everyone. It definitely underscores things are moving fast and will only continue to do so… hang on for the ride.

The Millennial Mindset: Connecting with Tomorrow’s Leaders

Like many organizations, yours may be asking the question, “How can we connect with younger audiences?” You’re probably specifically concerned with reaching Millennials.

Today’s 15-30 year-olds represent a unique demographic with very distinct attributes.  Older generational groups often misunderstand the Millenials’ DNA or wiring. By truly understanding what has defined Millennials, we can authentically connect with their world and their expectations.

PURPOSE Millennials want to be inspired, to belong, and to be a part of something that makes a difference and makes life better for others.

MEANING Millennials are searching for deeper meaning. They understand that spirituality is a key component to finding meaning and they’re less inclined to believe their parents’ “religion.” They want to learn it and own it for themselves.

LOYAL Millennials are very savvy when it comes to brands they like. In addition to expecting brands to represent themselves well, it’s paramount that brands stand for something Millennials believe in and can invest their lives in.

EXPRESSIVE They are known as the “look at me” generation because their world is transparent to everyone. Reality TV, YouTube, and Facebook have demonstrated that one’s life should be shared with others as it unfolds. While parents have little understanding for their transparency, Millennials see it as a comfortable norm.

CAUSE Millennials are a doing generation. They are less interested in predictable organizational programs and more intrigued by “getting their hands dirty” for a noble and worthy cause. This generation truly acts on its passion and desire of making the world a better place.

More qualities of Millennials…

+ Forever impacted by 9/11, Hurricane Katrina, Iraq/Afghan War, Columbine, and Virginia Tech, presidential election of 2008, and the mortgage/economic meltdown of recent years.
+ World catastrophes, such as the Haiti earthquake, have heightened their commitment and hands on involvement to humanitarian causes.
+ Social networking is essential to their existence and community. 76% belong to a MySpace/Facebook equivalent.
+ Wired… more so than any other generation. 97% own a computer, 94% own a cell phone, 60% own an iPod or media device, 76% use instant messaging services.
+ Corporate America spends billions annually through product development and marketing because of their savvy purchasing power as a new consumer group.
+ Known as the over stimulated generation because of their insatiable appetite for media and constant connectivity to their computer or cell phone.
+ Social networking sites have created an online journal of their daily experiences, which makes this generation the most outwardly expressive generation to date.
+ Overly saturated marketing and product creation has fueled their passion and loyalty for the anti-establishment or counter culture brands. Mac instead of PC, Indie music downloads instead of radio stations, alternative merchandising instead of mainstream brands.
+ Their empowerment as a generation has created a spirit of over achievement and a desire to truly change the world. Millennials have even watched their peers create highly successful business ventures and fund raisers as teenagers.
+ Everything is viewed as a larger than life experience. Media and marketing has created a sensationalized expectation through video games, reality shows, and products.
+ Millennials are the most outwardly expressive generation and commonly see themselves as self-made brands.

This is a mere snapshot of what’s shaped the Millennial generation. But, by gaining a deeper understanding of them, it will facilitate making genuine connections to their world. We do know this generation can spot feeble attempts to speak their language and nothing is more intrusive and offensive to them than that. They’re skeptics. They’re finicky. And it’s not enough to communicate to them through safe, canned, or predictable methods. They’re ready to be channeled and challenged. They’re ready to help you make a difference in this world.

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The Value of Print In Today’s Digital World

Seems like everything related to communication these days begins with digital communications. Digital is moving fast and certainly making news. Just two days ago, ESPN news ran a lower screen ticker that LaBron James is now on Twitter (really?!). Through all of the digital growth and hype, we can’t lose sight of the role of effective print communications in the marketplace. Following is an interesting study of the value of print to the average person. Undeniable proof that print AND digital will continue to coexist as relevant communication solutions…

The New ROI by Megan Patrick

Interesting study about print design from Appleton Coated:

How does effective print impact consumer purchases? To answer this question, Appleton Coated commissioned a proprietary research study of more than 1,000 high-end, high-minded consumers. The company shares its findings in a new publication, appropriately-titled, “ROI.” Beyond a positive Return On Investment, “ROI” reveals five new I’s in ROI: Inspiration, Impact, Interaction, Involvement and Integration.

Appleton Coated’s “ROI” research was conducted by Yankelovich, a part of The Futures Company. Among those surveyed:

* 88% of all ages report that they enjoy receiving catalogs and brochures from the company and brands with which they do business.

* 83% say, “What I like about print is that I can keep it for future reference.”

* 79% feel, “It’s important that the catalogs I receive be printed in an environmentally responsible way.”

* 75% of consumers visited a website to purchase a product or service after reading about it in a catalog.

Some of the most surprising revelations in the findings were the responses from “the Internet Generation” – those 18- to 34-year-olds, often perceived as having abandoned print for online. 71% share that “I like to read or look through high-end catalogs.”

When asked, “What makes good print materials stand out from the rest?” the top, unaided responses included:

1. They are attractive. They look beautiful.

2. They have beautiful photography.

3. They use high-quality paper.

4. They have vivid colors.

5. Their messages are simple and to the point.