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Communication / Marketing Plan

BRANDING GUIDLINES

Whitewater voice
o All content written and visual should represent the heart of the church. It 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outdated, churchy language should be used anywhere (namely external marketing).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.

Target audience
o Location: Those that live within a 30 minute radius for all on-campus communications.
Online audience is unlimited.
o Ages: Generally speaking, outside communications will be written loosely with the 19-29 year old in mind.
(Visionary Goal 5.4) This is also the most difficult age range to attract and assimilate into the church so
more effort must be given. Of course, the communication must match the target audience in every other
given situation respectively (children, teens, just women, etc.)
o Gender: Male. Same reasoning as above.
o Religious Background: Non-practicing, cultural Catholic. This means providing a steady balance of
familiarity of the Catholic experience in some worship elements, but also recognizing that what attracts this
demographic to Whitewater is the difference between Religion and Relationship.
o Culture: All communication must be sensitive to all ethnic and cultural backgrounds. This should be
done in a natural way, and not overtly written for one race or culture.

Key marketing messages


o We exist to help people find hope in Jesus and a home in His local church.
o Shortened: Hope in Jesus
o Relationship, not a Religion

Logo
o Logo should be used only in formats approved by the Communications Team.
o Any re-sizing should be done without distorting or altering the ratio (1:1 for graphic alone).
o All printed forms of the church logo shouldrinted in CMYK color space as determined by the
Whitewater style guide. It is preferred that printing be done only on the churchs printers to ensure quality
and consistency (especially when being printed in color)
o Native files should be used when creating content to be printed (.ai /.pdf /.eps) Other formats may be
used when being displayed digitally (.jpg /.psd /.png)
o The logo may be printed and displayed digitally in Black and White when necessary to the integrity of the
design or for economical reasons.
Communication / Marketing Plan

LOGO BEST PRACTICES

Full Color / Full Layout

Full Color / Graphic Only Grayscale / Graphic Only

Full Color / Concise Layout

Full Color / Concise Layout / Brown Text

Cordia New Regular Font

Cordia New Bold Font


Communication / Marketing Plan

STYLE GUIDE

Overview
o Overview: All fonts, colors, justifications, layouts, and images should represent the natural, simplistic, real
way we want to communicate Jesus to our audience. Negative space and simple layouts create a sense
of openness. The message (Gospel) we have must be effectively communicated above all else.

Details
o CMYK Colors: Primary - Blue (#387888), Primary - Brown (#4A3714), Secondary - True Black (#000000),
Secondary - Red (#AD1F23)
o RGB Colors: Primary - Blue (#357989), Primary - Brown (#4A3714), Secondary - Black (#000000),
Secondary - Red (#AD1F23)
o Fonts - All church-wide, static communication should use the following fonts:
Cordia New Regular: should be used as a default. This is the font in our logo. Its thin lines, but
soft curves give it a modern feel but still in keeping with the natural tones and elements in our
design.
Cordia New Bold: can be used for certain titles.
Times New Roman: may be used when large amounts of text is needed.
General avoidances for all non-static communications: serif fonts for titles, rounded style fonts
such as Comic Sans, unusual and over-used fonts such as Papyrus, any fonts that could
potential distract the audience from the desired message. Italicized should only be used when
grammatically necessary (i.e. referring to a book title)
All Caps should only be used in titles or short sentences.
All lower-case should be the default for all static communication to match the look and feel of the
logo.
Left or Right Justification should be the default for all non-title text. Center justification should be
used very sparingly on non-title text.
No full justification.
Default body text size for printed (non-outdoor) communication should be 10pt.
o All static church-wide communications should exactly match the style guide.
o All adult ministries should also adhere to the style guide, but with more freedom depending on the
audience.
o Children and Teen ministries should loosely follow the style guide, but with great freedom to customize
based on the need or audience. If the audience is the parent then the style guide should be followed more
strictly. If the audience is the child then the style guide can be followed more loosely.
o Sermon series should loosely follow the style guide, but with freedom to customize based on the vision of

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