Cornerstone Church Marketing Launchpad
Objective and Project Scope
Cornerstone had minimal online presence and needed to establish a strong digital identity to engage the congregation and attract new members. They also sought to transition their lead generation efforts online, requiring a CRM system to efficiently capture, manage, and communicate with leads in a more organized and streamlined manner. This digital transformation was critical for supporting their growth and ensuring long-term engagement with their community.
Services Provided:
- Branding guidelines development
- Social media setup, management, and content creation
- Event graphics design
- Digital survey creation for lead generation
- Designing landing pages and lead capture forms
- CRM system implementation
Results Achieved:
- Over 8,000 leads captured, significantly expanding our outreach and potential congregation.
- Automated workflows implemented for effective follow-up, ensuring timely and personalized communication with leads.
- Cohesive brand look established, enhancing recognition and consistency across all digital platforms and materials.
Creating Brand Guidelines
As we started creating content for events and social media at Cornerstone, it quickly became clear that we needed a more consistent look and voice. Our visuals and messaging felt disconnected, and without a unified brand image, it was hard to create the kind of impact we wanted.
To fix this, we developed comprehensive branding guidelines to bring everything together. We designed multiple logos tailored for different formats, ensuring a polished look across all platforms. We established a uniform font and color palette, and even created seasonal color schemes to keep things fresh throughout the year. We also defined our brand’s voice and messaging, making sure everything we put out had the same tone and feel.
This gave us a cohesive, recognizable identity that made our digital presence stronger and more engaging, helping us connect more meaningfully with our audience.
Designing a Digital Survey and Setting up a CRM System
We recognized the need for a smart, tailored approach to engage our diverse audience on the college campus, which led us to create a comprehensive survey using Zoho. This survey was designed with dynamic questioning, allowing it to adapt based on the different audiences responding. By segmenting our questions, we could gather more relevant and actionable data, ensuring that we truly connected with a broad range of students.
Alongside the survey, I also developed a robust CRM system to effectively house over 8,000 leads we captured. This system was crucial for organizing our leads and ensuring that no one fell through the cracks. To enhance our follow-up process, I created automated workflows that assigned leads to the appropriate staff members based on predefined criteria. This meant that when a new lead came in, it would automatically route to the team member best suited to engage that individual, whether it was based on their interests, demographics, or specific inquiries.
These initiatives not only streamlined our operations but also allowed us to follow up with leads in a timely and personalized manner, fostering stronger relationships and increasing the likelihood of converting these leads into active members of our congregation. Overall, the combination of the smart survey and CRM system created a powerful foundation for effective engagement and growth.
Designing Landing Pages and Lead Capture Forms
Once the survey and CRM was created, we needed to create landing pages and lead capture forms. I focused on designing landing pages that were visually compelling and strategically aligned with our target audience’s needs, ensuring that the messaging, layout, and calls-to-action (CTAs) encouraged conversions.
To further boost lead generation, I implemented lead capture forms that were easy to complete but gathered enough relevant data to qualify leads effectively. I ensured that the forms were mobile-friendly and integrated seamlessly with our CRM system for efficient lead management and follow-up. The combination of optimized landing pages and effective lead capture forms resulted in a substantial increase in qualified leads, contributing directly to our pipeline growth.
Targeting our Audience on Social Media
Recognizing the importance of reaching our target audience, I led a team of five staff members to launch and manage our social media pages. We understood that social media was a vital tool for connecting with the our target audience and community, so we developed targeted strategies to effectively engage both of these groups.
We focused on creating engaging content that resonated with our followers and non-followers, ensuring our messaging was both relevant and impactful. This involved analyzing our audience’s interests and preferences, which helped us tailor our posts to what they found valuable. We organized brainstorming sessions to generate fresh ideas and promote collaboration, allowing us to tap into the diverse skills and perspectives of our team members.
To keep the congregation informed and engaged, I produced eye-catching graphics for events that highlighted key information and generated excitement. Our consistent social media posts kept the community updated on church activities, inspirational messages, and opportunities for involvement, creating a sense of connection and belonging.
By employing these strategies, we successfully fostered a vibrant online presence that not only kept our congregation engaged but also attracted new members, reinforcing the church’s mission and values within the community.
Designing Marketing Material for Local Events
I created event flyers and invitation cards using Canva to effectively reach our target audience. We partnered with local apartment complexes to host events to cater to college students. Each design was tailored to the specific event, ensuring that the visuals were eye-catching and aligned with the event’s goals. This helped drive awareness and interest among our target demographic.
To enhance engagement and streamline lead generation, I incorporated QR codes into many of the flyers and invitation cards. These QR codes linked directly to a digital survey, allowing us to capture valuable information from attendees and potential leads. By making the process simple and accessible, we were able to gather crucial data for follow-up efforts and better engage our audience post-event.
This approach not only increased event participation but also provided us with a clear pathway to generate leads for future marketing campaigns. Using Canva, I was able to create visually appealing content that effectively merged design with lead generation strategy, contributing to the success of our marketing efforts.
Summing Up
In conclusion, Cornerstone Church faced the challenge of minimal online presence and sought to establish a robust digital identity to engage its congregation and attract new members. By transitioning their lead generation efforts online, we implemented a comprehensive CRM system that efficiently captured, managed, and communicated with over 8,000 leads, significantly expanding our outreach.
The development of branding guidelines ensured a cohesive look across all platforms, enhancing recognition and consistency. Additionally, we set up and managed social media channels, created engaging content, and designed impactful event graphics to foster community connection. With automated workflows in place for effective follow-up, we ensured timely and personalized communication, setting the foundation for long-term engagement and growth within the community. This digital transformation was essential in supporting Cornerstone’s mission and ensuring it could thrive on the college campus.