COMMUNICATION PLAYBOOK TEMPLATE

www.amplifiedimpact.org

SnapshotOur Vision

“Vision is a clear mental picture of what could be, fueled by the conviction that it should be. Vision is a preferred future. A destination. Vision always stands in contrast to the world as it is. A vision requires an individual who has the courage to act on an idea.” Andy Stanley, Visioneering, page 18.

Write the vision for your church:

Our Mission

A mission statement describes how you’re going to make the vision a reality. Write your church’s mission statement:

Core Values

Your core values are faith principles that guide the vision and mission. Write your core values below and a sentence next to each one describing it. Feel free to include Scripture references if appropriate.

ContextA few sentences to describing the unique context of your ministry. Remember different locations mean different cultures.

Our Community

Describe the community we live and do ministry in. Not the people in your church but the people you are trying to reach in the community.

Peceptions

List out perceptions (accurate or inaccurate) people in the community have about your church.

Accurate Perceptions:

Inaccurate Perceptions:

Community Needs

This is about real community needs. Not what we say they are, but what people in the community say the community needs are.

Our Target AudienceWe welcome everyone to our church and want to be able to engage people of all ages, nationalities, backgrounds, etc. Since styles and preferences vary widely from different groups, when a decision or choice must be made we will lean toward our target audience. Our target audience can be described very specifically as:

Target Audience

Describe your target audience. Be as specific as possible.

Avatar

Create a fictional avatar of your target audience. Give them a name and describe them in detail. Where do they hang out? What do they do?

Our UVP

Use this template to describe what makes your church unique so you can clearly communicate what is different about your church and the people connected to it. Remember, a unique value proposition must be

unique, offer value and propose something. General statements about people loving the teaching, worship and community are not helpful.

Use this template to get started:

We help [target audience] [do something] by [receive big benefit].

Brand Values & VoiceBrand Style

Always include our church name or contact information on every piece you distribute. Replace the information below with your church’s information.

Example:Our Church1234 Faith HighwayCity, ST 12345amplifiedimpact.org

OROur Church • amplifiedimpact.org

Every communication piece should answer the most important question our audience asks, “What’s in it for me?”

Communication Values

List your communication values here. Pick 3-5 from the idea list below or create your own. Then write a sentence for each explaining what it means and how it relates to communication.

● Balance● Brevity● Clarity● Consistency● Empowerment● Engaging● Excellence● Inclusion● Inspiration● Longevity● Ownership● Partnership● Sustainable● Trust

Brand Language

Ministry SpecificList the specific phrases that you use to describe ministries. Do you call your small groups, Life Groups or Care Groups? What about your youth ministry? Write out your specific ministry names here, be sure to use the capitalization, spacing and apostrophes you want others to use.

●

VerbiageList out the verbiage and phrases that you want to lean toward and away from. Do you use volunteer or serve or both? Do you call them guests, visitors, attendees?

HOT ●

NOT●

Our Brand Voice

Use this template to map out your church brand tone of voice so that communication is consistent in style and voice. Below is a sample of one church’s brand voice.

PersonaFriendly, encouraging

ToneHonest, humorous, enthusiastic, optimistic

LanguageSimple, fun, reverent

PurposeEngage, inform, inspire and motivate

Vehicles & DeliveryList the prefered methods of communication and the ones you will avoid. What do you want ministry leaders to gravitate toward and away from? Do you want to encourage the use of the church’s website and Facebook? How about bookmarks and event brochures?

HOT ●

NOT●

Communication Channels

List below the various channels available for communication and the max copy length for each (when applicable). Add/delete/edit channels so that it fits your church.

Here is a sample list to get you started:● Announcement in the Service● Bulletin● Children’s Check-in stations● Children’s ministry● Church Email Newsletter● Facebook Ads● Lobby Table● Pre-Service Slide● Press Release● Promo Card’● Small groups● Social media: Facebook, Twitter, Instagram● Student ministry● Targeted Emails● The City● Website calendar● Website home page

Once you’ve created your list, try re-arranging them in order of most prominent/visibility/coveted to least.

Emphasis Categories

Create 3-5 Emphasis Categories and define the criteria for each. Here is a sample set of emphasis categories to get you started.

High Emphasis● Broad (church-wide communications, applies to at least 80% of

the people) ● Large events, Next steps or Main environments● Staff or elder led or significant involvement

Medium Emphasis● Large appeal (applies to at least 50% of people)● Mid-size events● Broad service opportunities● Targeted events for large groups of people● May be staff, elder or volunteer led

Light Emphasis● Small appeal (applies to less than 50% of people)● Small events or very targeted events● Specific service opportunities● Usually volunteer led

Marketing ChannelsOnce you’ve created your communication channels and emphasis categories, list them below on the left side. Then decide what channels can be used by which emphasis categories.

High Medium Light

Website homepage ✓

Examples:

Provide examples of the types of events, promotions, ministries and programs that fall into each emphasis category.

High Emphasis:

Medium Emphasis:

Light Emphasis:

Guardrails & GuidelinesThis is space for you to write out additional guidelines. Who can utilize these areas? What are the requirements? Who needs to approve them? What general guidelines do you have when using these areas?

Targeted Email

Social Media

Communicating with Minors

Web