CLIENTChurch Extension Plan
Assemblies of God fellowship, Christian investors.
Although 65 years of financial ministry has helped more than 2,800 churches grow, Church Extension Plan is often confused with their primary competitor. A major fellowship conference, was a launch point for a new positioning strategy and integrated financial marketing program.
The booth needed to be refreshed. A giveaway bag had been chosen to draw attention and booth traffic. Current literature was out of date and needed to be replaced. The goal was to create quick recognition of CEP’s services, since many constituents didn’t realize CEP offered investments in addition to church loans.
Church Extension Plan’s range of financial services can be challenging to introduce and explain. Pastors want to know about church loans and refinancing. Individuals might know about the investments or retirement accounts but not the loans or Will and Estate Planning services.
We started by leveraging the points of choice where audiences already connect with Church Extension Plan, and then developed campaigns and communication tools to reflect the mission and purpose of the ministry, while resonating with the target audiences.
New communication tools built out the financial marketing program and brought fresh attention to CEP’s financial services, while delivering quick-to-recognize details about investments, retirement accounts, church loans and refinancing.
Direct mail to pastors and to investors before and after the conference, supported by email and landing pages, drove recipients to the booth and online for financial tools. Ads placed in General Council publications tied into the booth panels, and a simple roll-fold brochure was a low-cost, interactive handout.
We also knew the best way to tell CEP’s story is in the words of those they have helped. Partners magazine was developed to profile happy investors and share real life stories of ministries helped by CEP. It has continued as a foundation to their positioning strategy.
The magazine format was chosen as a less formal piece than a brochure. As a magazine, it will easily connect with everyone from the “pew-sitter” to investors, pastors and district leadership.
By bringing all of the services to life with testimonials and photos, one engaging publication lets every audience know what CEP has to offer. Incorporating helpful investment tips and guidelines for planning a will, as well as online budgeting tools, the magazine becomes a sharable resource for anyone who sees or reads it.
Ongoing marketing communications:
At the conference, CEP received compliments and many new inquiries, primarily for investments. The financial tools on the website also continue to generate traffic and overall web traffic continues to increase.
Within the first few weeks of distribution of Partners, new investment accounts were opened and compliments such as “this is the best piece CEP has ever done,” were received. In fact, the pastor featured on the cover commented, “I didn’t know you offered investments until I read the magazine!”
I’ve been extremely impressed with how quickly [Creative Company has been] able to acclimate to our culture, vision and priority points. You are doing this with focus and energy, and great teamwork.