The Creative Brief, Part Two: a Simple Template

[This is the second post I’ve written on the creative brief; to read the first, click here.] A good creative brief is a simple framework for making decisions on everything creative: key words/phrases, promo copy, visual designs, drama or video storylines… it’s your project guide, helping your team stay on course as you create and […]

“If it’s not on the website, it doesn’t exist.”

Let’s suppose you heard about an event or activity that kind of piqued your interest. Maybe you saw something on Facebook about it, or you heard someone mention it in a conversation, or you’d seen it advertised somewhere. It sounded relevant to you or someone you know, but at the time, you didn’t take action […]

Teaching Series Graphics Aren’t Ads, They’re Book Covers

One of my favorite TED talks is by acclaimed graphic designer Chip Kidd. He’s a designer who’s worked for NYC book publishers for almost his entire career, designing book covers. Just book covers. The thing I appreciate most about Kidd isn’t his talent (which is significant) or his presentation style (which is flamboyant), but his […]

The Creative Brief, Part One

Every project worth your time starts with a plan: the definition of the need, the desired outcome, and the measure of success. When it comes to creative projects, the plan also includes a critical piece of communication called the creative brief. The creative brief can be a cumbersome document if done incorrectly. If done well, […]

Thoughts on “Belong Before Believe”

People belong to a group based on its actions, more than its words. They choose to belong to a group when that group does things that they want to get on board with. Every group that people belong to outside of church does stuff. Clubs, sports leagues, civic organizations… people join them to do, not […]

Tourists or Pilgrims 

Pilgrims are seeking a purpose. Tourists are seeking an experience. A tourist might love the experience, rave over it, document it, relive it. But they aren’t committed to it. Tourists share experiences but they don’t construct them. They’re in it temporarily, not for the long haul. Tourists are consumers at heart. Pilgrims are on a […]

Missional vs. Attractional – a Thought Experiment

Here’s a thought experiment: imagine you have a friend who’s far from God, and they’re about to head out on a mission to Mars. You’ve got one hour with them before they take off, and that hour is on Sunday morning. If you’d rather have them hear the gospel by watching a great sermon by […]

A Super Simple, Totally Doable Weekly Social Media Calendar

First, this: I didn’t come up with this plan myself. It’s a combination of input from folks who spend a lot more time building social community than I do, at places like Gwinnett Church and Saddleback Church. But it is tailored to the less-resourced model that I work with. Our weekly plan looks like this: […]

The All-Important, Under-Used Elevator Pitch

Before I got into church marketing, I spent time in several completely different industries: retail banking, enterprise software, and private education. All required different approaches to marketing, communication, and sales. But if there’s a common thread across all of them, it was this: the products and services I was helping sell were complicated. Communicating about […]