COMMUNICATIONS PLAYBOOKUpdated 11/08/2016

COMMUNICATIONS PLAYBOOK

The on-line version of the procedure is official. Therefore, all printed versions are unofficial copies.

Alive Church Communications Playbook

What’s the purpose of the “playbook”?This information will assist you in growing Alive and your ministry. The Pastoral team wants to unify the Alive Church message or brand; that is, how we look, feel and sound to internal and external stakeholders. One of our primary goals is to simplify everything our audience sees or touches, to make their life easier and more rewarding, in every aspect of their engagement with Alive Church. This means we have to establish and protect the quality of what you read, touch or click beyond the Auditorium stage.

This playbook is an integral part of the Alive Church effort to help people take their next steps towards living as a devoted follower of Jesus. It provides guidelines designed to help effectively communicate the mission, vision and values of Alive Church with one voice in print, electronic, and online media. Our communication is two-directional to bring the message to life. Our consistent approach will have a positive impact on the overall effectiveness of Alive Church through:

ReachRequires a partnership with staff and ministry leaders to facilitate good stewardship of resources. It is about harnessing the power of our message to enhance the experience.

ConsistencyEach communication piece is a valuable tool with the opportunity to unify all communications church-wide, with well organized high quality information.

ClaritySimplify everything our audience sees, hears or touches to make their life easier and more rewarding in every aspect of their engagement with Alive Church.

GrowthA commitment to excellence in our print and electronic communication tools providing even more areas for talented people to connect and serve.

Communication ValuesThe standards to keep in mind for all communication:

Reinforce that we are a unified church working toward our Mission, Vision and Values.

Focus on the needs of the un-churched and those new to Alive Church.

Deliver high performance through timeliness, accuracy, design, layout and ease of use.

Be simple and clear.

Always present in a language, style and method that is visible

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and understandable to those new to faith and new to Alive Church.

All communication will be appropriate based on Alive Church priorities.

Capitalize on our strength. Most people will connect to Alive Church for the first time through a weekend service. Therefore, most of our communication resources will be expended on

inviting people to the weekend service and helping them take their next step beyond the weekend service.

Be sustainable. Ensure that the systems and personnel are in place to maintain what is being communicated with excellence.

Actively balance inspiration and information. Therefore, everything will be evaluated in context of the church.

Communication PrioritiesOur focus is to help people take their next step in their journey with Jesus through excellent, easy-to-use and easy-to-maintain communication tools. We want to simplify everything our audience sees or touches, to make their life easier and more rewarding, in every aspect of their engagement with Alive Church and our ministries.

Every piece that is made should cover the most important audience question: “What’s in it for me?” Then follow up with the necessary basics of: who, what, where, when, why and how (call to action).

With this in mind, the priorities that filter our communication efforts are:

Marketing Priorities1. Weekend Talk Series2. Alive Church

Audience Priorities

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Everything else is an opportunity under these two major umbrellas, or we shouldn’t do it. There are no

other umbrellas.

We will primarily promote our Weekend Talk Series and Next Steps. Deeper connections, higher leadership, and niche opportunities should be facilitated by relationships by personal invitation and conversations. Alive Church Groups are a vital part of making these connections.The BasicsAlways include the Alive Church logo or contact information on every public piece. Use the church letterhead for letters being sent by mail. For all church communications, use the Alive Church mailing address of 9662 N La Cholla Blvd, Tucson, AZ 85742.

Example:Alive Church9662 N La Cholla BlvdTucson, Arizona 85742520-544-7638AliveChurch.com

Or: 9662 N La Cholla Blvd Tucson, Arizona 85742 * 520.544.7638 * AliveChurch.com * info@AliveChurch.com

Media & Community RelationsWorking with the External MediaThe Alive Church Pastoral Team serves as the Alive Church liaison to media, external groups and organizations. Requests from the external media should be channeled through the Alive Church Pastoral Team. The external media is a powerful means to reaching the community. To ensure Alive Church is represented thoroughly, the team will ensure that the proper spokesperson is engaged. If approached by the media for an interview, please tell them:

“I’m glad you’re interested in our programs/ministry/pastor/faith. Let me put you in touch with someone who handles our communications, and they can set up a great interview for you.”

If the media approaches you regarding your specific ministry, please notify the Alive Church Communication Director before

providing an interview. It’s also best to request the interview questions be sent to you ahead of time. This allows you time to respond with reasoned answers and reduces the chances of misquoting.

Press ReleasesTo send out a press release to the media for an event, please coordinate it with the Alive Church Communication Director. They will be able to provide tips and proof the content

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Notifying the Alive Church

Communication Director regarding any

and all media connections and

events is vital to our

to ensure it reaches all appropriate media outlets. Please do not send out a press release without approval.

Event Promotions

PromotionsTo get the word out and ensure we’re providing the best “wow” experience for our guests, we’ve got to make sure that everyone is “moving their oars in the same direction, in unison.” We want each event to get maximum exposure so that people will attend. First, make sure you have all the important information including what, when, where and how. Second, fill out the Alive vision alignment tool and if approved, fill out a promotion request form so that it will be promoted. If the event is to be held at Alive Church, please fill out a building use form, as well.

Writing for Promotions“Promotions” include ways of communicating to visitors and regulars. For example: social media, web, postcards, mailers and more.

Promoting Outside Events at AliveOur policy is that we do not promote non-Alive Church events or outside materials.

Event & Promotion ClassificationsPrioritization of work is critical for good stewardship of our limited resources. To help with this process, different event levels have been defined. Each event type will be treated differently by the Alive Church Pastoral Team in determining whether to partner, coach or equip. Figure 1 shows guidelines on when and how the Alive Church Pastoral Team will work with different events and promotions.

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1. Confirm the important information (what, when, where, how, etc).

2. Fill out the Vision Alignment Tool. STRT-F0001

3. Fill out a Promotion

Figure 1: Event Levels

Communications DeliverablesBelow are the most common communication mediums available for the promotion of events. Other custom deliverables are available depending on the event:

Alive Church Branding GuidelinesAll of the print and digital media should have a similar look that is consistent with Alive Church branding. All of our media is produced by an Alive Church staff member and approved by the Alive Church Communications Director.

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Internal Communication

Internal Communication: EmailBelow is the way we communicate through email at Alive Church:

Alive Church Email Protocol1. Email is the primary digital means of communication at Alive Church2. Emails need to have the following in the subject line:

a. Subject of included contentb. Response Needed if necessaryc. Response Date & Timeline if necessaryd. Need confirmation if necessary

3. Cc is considered an FYI4. No instructions are considered an FYI5. Email does not replace meetings and relational communications

Internal Communication: Text Message1. Group text messaging may be preferable for some.2. Each group member should agree with this form of communication.3. Texting does not replace meetings and relational communications.

Internal Communication: Meetings1. Use the Alive Church Agenda template for each meeting.2. Use the following guidelines for before, during and after each meeting.

1) Meetings are held for decision making or team building and only with participants necessary for accomplishing the goal.

2) Select an appropriate meeting environment that aligns with your goal for the meeting.

3) All meetings must have clear objectives and stated goals.a) Reduce the number of issues and tasks to only those necessary to accomplish the

objective.4) All meetings must have an agenda which includes:

a) Topics for discussioni) Start with action/follow-up items from the previous meeting.

b) Presenter or Discussion Leader for each topicc) Time allotment for each topic (By setting a time it keeps the meeting on track and

it sets the importance for each item.)d) Any supporting information to be reviewede) The desired goal during the meeting and any preparation required by participants

prior to meeting.5) Meeting information needs to be circulated to every participant 48 hours before the

meeting. Make sure to include:a) Meeting objectiveb) Meeting agendac) Location/date/time

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d) Supporting informatione) Assigned items for preparationf) Follow-up tasks/action items

6) Meetings must start precisely on time so as not to punish those who are punctual. This also sets the stage for our high performance culture.

7) All meeting participants must:a) Arrive on timeb) Be well-preparedc) Be concise and to the point within the allocated timed) Participate in a constructive manner

8) Meeting notes should be recorded, distributed to participants within 24 hours of the meeting and kept on file for future reference.a) The decisions made by the group must be documented in the meeting notes.b) Include assigned action items.

9) Assigned action items need to be documented and someone must be appointed to follow-up on the progress and completion of all action items before moving on to the next topic.

Questions To Be Asked For Each Decision1. What are we agreeing to?2. How committed are we to this?

a. Raise your hand and show the level of commitment by how many fingers you hold up, with 5 being 100% committed.

b. If someone is under a 5 in commitment level, discuss how you could bring them up to a 5.

3. What system and who is responsible for this?4. When will it happen or what is the timeline?5. How will this be tracked and measured and when will this be reviewed

and evaluated?6. Is a communication plan required?7. What resources are required to implement this?8. Where should this be published?

Quick Response Communication

Quick Response to guests at Alive ChurchBecause our focus is to help people take their next step in their journey with Jesus, we have developed a Quick Response System to reply to communication sent to us via Connection Cards, Email, Phone Calls, Social Media, Mail or In-person visits.

Corrective Action - Action to eliminate the cause of a detected nonconformity or other undesirable situation.COMMUNICATIONS PLAYBOOK 8

1. We respond to all communication2. All responses are tracked

Email Sent to info@alivechurch.com1. Email is responded to within 48 hours by one of our Pastoral Team members.2. Email may be forwarded to the appropriate person to address the concern or

answer the question.

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