Clients
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"Roland Jacobs led a team that helped us create a brand strategy and a set of practical guidelines that prepared us well for our next stage of growth."
-Jim Mellado
President
Willow Creek Association |
Willow Creek Association
The WCA equips over 11,000 member churches with vision, training and resources.
The Challenge
- The WCA had grown quickly in its first ten years, but faced branding challenges that would make future growth more challenging.
- Ten sub-ministries had been launched, each with its own vision, product offerings and brand identities. To add to the complexity, WCA had become a global organization, with 13 affiliates across five continents. Each affiliate was separately branded and responsible for developing their own local conferences, resources and promotional materials.
- Little branding guidance had been given to these sub-ministries, so there was a need for a unifying brand strategy and approach.
- Additionally, the existing brand identity had a dated appearance and the website was in need of a total overhaul so that members could more easily access vast amounts of information on upcoming conferences, thousands of resources, member directories and ministry tools.
The Results
- Based on extensive research through interviews and focus groups, AspireUp developed a branding strategy to define what the Willow name should stand for and how the sub-ministries and affiliates should be branded.
- A creative process simplified the parent brand name to "Willow" versus "Willow Creek," developed a more cutting edge brand identity, and created a tagline that reflected the values of the membership: "Reaching Seekers. Building Believers."
- AspireUp architected and designed the new website to reflect the new branding and substantially improve the user experience.
- AspireUp analyzed and segmented the member database to strengthen relationship marketing for improved loyalty and retention. Direct mail and email programs have become more targeted and effective, and cost savings have been realized.
- The new branding strategy has been extended into campaigns developed to support key conferences such as the Leadership Summit, Prevailing Church and Student Ministries Conferences.
- Numerical outcomes have been very positive new member and conference attendance growth rates accelerated after the new marketing programs have been implemented.
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