With The Ark Magnolia's main brand done, the launch campaign came next. The church set launch Sunday for August 20. Clayton sent the title, What Matters Most?, with a tagline about building a strong life, and asked for a full-page mailer. The mailer has the longest lead time, so we had to settle the concept first. When Courtney asked whether to plan all the pieces or just the mailer, our answer was that we "typically approach these kinds of campaigns as a united front when it comes to the concept design."
Two concepts went out in June, one green and one orange. Clayton sent them back. He wrote that they were looking for something "a little more 'Bold.'" Then: "We definitely like the orange of concept #2 when someone goes to their mailbox. The first one feels a little Christmas to us." The brand font was thin and hard to read for a bold statement, he said. He asked to move away from the brand and treat it more like a sermon series. He also wanted it to feel fun, with kids ministry as the heart.
We took Concept 1 forward after round two. Then Courtney sent the copy edits: "Grand Opening" became "New Church Coming," and the tagline became "building faith in the midst of life." When the first social set came back with the old wording, she asked for it to match the mailer, and we changed it.
The front carries the concept and the launch date. The back answers the first-timer questions, from how long services run to what the kids will do, with a map that puts the church right behind Magnolia High School.
A 3.5-inch square card, with the concept on the front and the date, both service times, and a QR code to the website on the back.
The web banner, the square post, the story, and the Facebook cover, all on the revised line.
Concept: the What Matters Most? key art, chosen from two rounds of concepts.
Print: a full-page mailer, front and back, and a 3.5-inch square invite card.
Social and web: a web banner, a square post, a story, and a Facebook cover.
Video: a bumper for the series.
