Case Study: Woodmen Valley Chapel
Director Of Communications/Connect Pastor/Technology Solutions Director
WOODMEN BRANDING PROJECT
ROLE – DIRECTOR OF COMMUNICATIONS
PROJECT RESPONSIBILITIES:
• Team Building
• Creative Direction
• Design Options
• Sub-brand Design
• Marketing & Content Development
• Budgeting
As Communications Director I put an ad hoc team together and creative directed the entire rebranding process. The team consisted of branding experts from our congregation, key staff and our design team. Working directly with the Woodmen Lead Team, I guided the team through understanding Woodmen’s unique vision and helped brainstorm brand distinctives before we jumped into design concepts. As a member of the design team I also provided multiple design solutions.
This project took Woodmen from an outdated brand and design aesthetic to implementing a modern representation of the new Woodmen vision and values. By tapping into accessible church experts I was able to save the church a projected $10,000 that an external firm would normally charge to provide a similar level of branding input and expertise.
Woodmen now enjoys the benefits of a vision-soaked brand that is instantly recognizable and equips attenders to share the Woodmen vision by simply discussing the logo graphic.
BRANDING/STATIONERY DEVELOPMENT
Creative Direction/Team Building: Bill Roberson
Logo/Stationery Design: Internal Design Team
WEBSITE – woodmenvalley.org
Creative Direction/Design: Bill Roberson
Web Development/Building: Bill Roberson + External Vendor
SUB-BRAND DEVELOPMENT
Creative Direction/Design: Bill Roberson
CONTENT & CULTURAL DEVELOPMENT
ROLE – CONNECT PASTOR & TECHNOLOGY SOLUTIONS DIRECTOR
PROJECT RESPONSIBILITIES:
• Team Building & Management
• Cultural Development & Presentation
• Strategic Planning
• Physical Touch-point Design
• Volunteer Recruiting
• Support Systems Development
The Woodmen Lead Team asked me to take on the creation of a new ministry to help people develop personal connections. With a unique vision to intentionally develop space between gathering to worship and growing deeper, this new ministry opportunity needed clarity around the idea. I was able to establish and lead the Connect team in generating written cultural distinctives to guide the staff and ministry partners.
As the leader of this new initiative I presented these concepts to the elder board, staff and potential volunteers on multiple occasions. In those presentations I both cast the vision for the opportunity as well as provided a detailed explanation of how the vision would be accomplished.
In the first seven months of implementation we developed and trained over 50 volunteers and gave over 250 Woodmen attenders the opportunity to make more personal connections. This unique vision is now being expanded to all Woodmen campuses across Colorado Springs.
SLIDE DECK/PRESENTATION
Content Creation: Bill Roberson
Design: Bill Roberson
Presentation to Stakeholders: Bill Roberson
INTERNAL MAGAZINE ARTICLE
Content Creation: Bill Roberson
Design: Internal Design Team
INNOVATION: CREATE TO EQUIP
ROLE – DIRECTOR OF COMMUNICATIONS
PROJECT RESPONSIBILITIES:
• Creative Direction
• Strategic Analysis
• Project Planning
• Budgeting
Innovation is a necessary concept in directing communications for any organization. After arriving at Woodmen, I discovered a reliance on mass media efforts in order to advertise for major holiday gatherings. With a desire to apply my organizational strength of Creating to Equip, I reworked the marketing plan to rely more heavily on personal invitations. This focus was designed to provide each member the tools to invite their friends and family through a personal invitation. By replacing the mass media purchases with these personal invitations, and reframing the cultural expectations, we were able to save the church around $5,000 per holiday and increase engagement.
PERSONAL INVITATIONS
Creative Direction: Bill Roberson
Invite Designs: Internal Design Team
Bill is an incredibly talented, motivated and experienced professional. He consistently listened to our needs, understood our results and offered unique and compelling solutions that were well within our budget and time-frame! Bill adds value and maximizes his skills to establish a strong partnership for impact and growth!