October 12, 2018 - Amazon S3 · 2018. 10. 18. · • Serendipity (Custom Cruiser) Making the Brand...

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The Episcopal Brand& Two Practical Applications

October 12, 2018

Garland Pollard: The Episcopal Brand

The Rev. Adrienne Hymes: The Wesley Chapel Launch

John V. DiPietro: Implementing Video

Macy’s & Marshall Fields

The Camel Example

Lilly Pulitzer, Then and Now

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Branding

“Branding starts with what you want to be, and indeed are. Branding first has to do with what you do and think. In the end, the brand is not about what you do, it is in the end about what people think about what you do.”

New Ways of Church Branding

Disclaimer

Dates in Episcopal “Brand” Identity Formation

1517-1564: The Reformation.1564-1660: Puritanism

1660: Restoration of the monarchy under Charles II.1584-1776: America colonized1738-1784: The "Great Awakening"1776-1789: Origin of the Protestant Episcopal Church

<<< Font & Printer, Baskerville!

My Baptismal Church, 1680

Healing A Hurting World

• My Brand view of St. Mary’s Whitechapel, Lively, Virginia

• Uncluttered Interior• Lectern, Flag• True to its Design Form • Simple Baptismal Font• I Believe, Decalogue,

Lord’s Prayer.

St. Mary’s Off Brand

Labyrinth? Barber Shop Quartet? Handbells Next?

My Wedding Church, 1824• My Brand View of St. John,

Salisbury• 1824ish Gothic Sort of• Best Church Because of

My Wedding• Struggling Bigly• Anniversary

Oct. 13!

George Washington’s Pohick

George’s City Church on Twitter

George Washington’s Interior

• Flags• Clean Interior• Lectern• True to Form (no stained

glass in Georgian)• Simple Baptismal Font• Absence of Clutter

Yeocomico, Philip Vickers Fithian, 1760-70s

“I was surprised when the Psalm begun, to hear a large Collection of voices singing at the same time, from a Gallery, entirely contrary to what I have seen before in the Colony, for it is seldom in the fullest Congregations, that more sing than the Clerk, & about two others! I am told that a singing Master of good abilities has been among this society lately & put them on the respectable Method which they, at present pursue.”

1918-61

The Rev. Neal Dodd, St. Mary of the Angels

“We are currently planning a Bible Study class to welcome newer members of our parish. If you are interested, please let us know! ”

1918-61

The Rev. Neal Dodd, St. Mary of the Angels

1921: First ChurchRadioBroadcast

2018, Wheat Ridge, Colorado

1940, Oct. 16: The Shield

Presiding Bishop FirstGoes on National TV; here in 1965

National Mutual RadioShowPromoted Locally

1950s: The Sign!

1956: The Organization Man

The Sign Background Idea

1961, Rev. Dr. Mosby

Bishop Louttiton WHKP & NationalProtestant Hour

Mid 1960s

1964Night of the Iguana

Lion, Witch & Wardrobe: Church Owns Rights

1979, 1982

Prayer Book Hymnal & Difficult Years Ahead

2018: The WeddingJesus Returns to Episcopal Conversation

2018: Our Diocesan Brand

More Diocese Brand

Chick-Fil-A Test

• Simple Menu• Lack of Innovation!• Repeated Procedures• Uniforms• Service Standards and

Guest Awareness• Graphic Simplicity• Commitment to Youth

Characteristics

• History• Legacy• Narrative• Timelessness• Peace• Good Taste• Respect• Welcome• Jesus Again, thanks to PB!

Making the Brand

• Website• People• Street Appearance• Interior Appearance• Polish & Welcome• Liturgy, Use the Prayer Book!• Real Hymns• Vestments• Serendipity (Custom Cruiser)

Making the Brand

• Website• People• Street Appearance• Interior Appearance• Polish & Welcome• Liturgy, Use the Prayer Book!• Real Hymns• Vestments• Serendipity (Custom Cruiser)

Making the Brand

“Create an experience that your customer enjoys (with helpful content), and their perception of your brand will reflect that.”

Susan Carro Ford, Brand Expert

The O’Carroll Question

Asks the parish: Is there anything that I or the parish is doing that would embarrass or prevent you from wanting to bring someone here.

The Implementation

Are there things that we are doing that we like, that may chase off others? Perhaps they might be done on Wednesday night, or amongst friends.

Handouts

Web & Secret Shopper Checklist

Diocese of Southwest Florida 941-556 -0315

www.episcopalswfl.org

The following questionnaire is designed for congregations so that they can determine basic policies and procedures for websites and electronic communications, as well as determine things that might attract or drive off visitors. Please keep this form for yourself, especially if you have written passwords on it.

1. What is/are the main URL/URLs (website) for your organization? __________________________________________

2. What company have you purchased the URL(s) from (GoDaddy, etc), and what is the login name, registered agent, email contact, etc? Note: PLEASE KEEP THIS CURRENT Company: _________________________ Registration Name: ____________________ Email: _____________________________ Login name (sometimes different): __________________ Password Location (eg. Filed in XYZ office): _________________________

3. What billing cycle is the URL on, and who is in charge of ensuring that the renewal is actually renewed? Note: Some billing is for 3 years, and some yearly: ___________________ Site Expires: _________

4. What company hosts your website, and/or what company created your website? This can be the same person as the agency that created your website, or could be a different company. Note: This is often separate from the purchase of a URL. Hosting Company: ____________________ Web Creator: _________________________

5. What content management system do you use for your website? Does a staff person make changes, and know how to use it fully? _______________________________________________________

6. Who are the people authorized to use your website? (Note there should be more than two) Name: _____________________________ Name: ______________ Name: __________________

7. What social media accounts and subaccounts do you use (Facebook, Pinterest, Twitter, Vimeo, YouTube)? Have you registered your organization name for them? What is the URL of the account, and who is responsible for each of these accounts? Are there multiple accounts (Youth Facebook, etc)? Account, URL, Password: _______________________________________________________ Account, URL, Password: _______________________________________________________ Account, URL, Password: _______________________________________________________

8. Does the parish have policies about photos on premises? YES or NO (See Social Media Guidelines)

9. Have you checked what other websites are saying about your organization, and have you assisted them where necessary and possible? For instance, is your Google address correct? Does your address and correct information show up when you Google your own organization, or “episcopal” and your city name? YES or NO

Diocesan Social Media PoliciesThe continued growth and use of social media at parishes presents an opportunity for evangelism and Christian witness. However, the opportunity does come with challenges, as parishioners become reporters and children and youth interact and share information in new ways. Due to the rapidly changing technology of social media, making rules is difficult. What started with email and Internet use has now grown

exponentially. For instance, services like Snapchat and Facetime have blurred the lines between what is a “photo” and what is a “movie” and what is a telephone call. Parish staffs and lay leaders have instead developed informal guidelines as they navigate an ever changing landscape of technology.

For instance, youth traditionally do not respond or have email accounts, so organizing a youth night is impossible without Facebook and other tools. To assist, the Diocese has compiled some general guidelines for social media. Individual parish staffs should regularly review and discuss their own social media policies, and make them known to their community. These guidelines should not be seen as a substitute for individual written or oral policies used by individual parishes and schools.

No person utilizing electronic media owned by a worshiping community, or accessing media directed to, or transmitted in the name of, the Community has any expectation of privacy related to that access or use; specifically consents to the monitoring of all media use by the Community; and agrees to provide access to any and all social media history and/or content.

Definition: The term social media includes email (prayer lists, parish e-blasts), Facebook, Twitter, photo sharing sites (Flickr and Shutterfly), video sites (Vine, Vimeo and Telly), blogs and any other electronic mediums.

Pastoral and Parent Leadership: Above all, the church is an institution that serves its people and Christ. Thus issues of social media are intrinsically pastoral, and need to be within the family. Close communication between parents, youth staff and clergy is the centerpiece of any use of social media.

Email: Churches should use standard business practices for email addresses. Paid staff-members of parishes and Dioceses should use church-owned or administered email addresses for their church email. Personal email accounts should not be used for church business. For staff email accounts, the vestry or another person at the congregation should have password access to that email. This is especially necessary if a staff member is released from staff, or the staff member dies or becomes ill. Churches may apply to have Google Apps for Nonprofits, which gives email addresses for free, and a master account for each parish.

Passwords: Social media accounts for parishes and institutions should have more than one person who has access to the page, in case a staff person leaves. However, passwords should be updated and not given out indiscriminately.

Usage: Congregations will have different views on when it is appropriate to use social media in a religious setting; some parishes wish to have services without the use of such devices, and others encourage social media as form of evangelism. The rector or priest and vestry should discuss guidelines.

Handouts

October 12, 2018 - Amazon S3 · 2018. 10. 18. · • Serendipity (Custom Cruiser) Making the Brand...

Documents

Transcript of October 12, 2018 - Amazon S3 · 2018. 10. 18. · • Serendipity (Custom Cruiser) Making the Brand...

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