Here's what I did:
Design & co-strategize this entire campaign to draw a new demographic and retain Grace's existing audience.
How did I do it?
Research targeted demographics and church grand openings, create verbage and all designs, edit video, collaborate with key staff, present visuals and concepts to staff leadership and mall ownership for approval.
Key accomplishments!
Rising attendance over the first year (+256, June 2, 2024), local buzz around seeing church signs in a mall, numerous new non-churchgoing attendees report coming because they, "Saw the signs and had to see what this was about."
Graphic Design | Brand Identity | Marketing Strategy | Video Editing & Publishing | Created 2023
View of Grace's signage from Wilson Blvd
DIGITAL DESIGNS
A collection of graphics which were used on Grace's website, social media, and run as targeted ads.
Homepage banner 1
ONGOING MATERIALS
We continue to produce printed items to promote the church or events. Below are a few.
4x4" invite card - Front
4x4" invite card - Back
HOMEPAGE INTRO VIDEO
I independently created this video using footage shot by a freelance videographer and myself.
The 24 second video can be viewed on Grace's site: trygrace.org
LANDING PAGE
Marketing pieces linked to this landing page. I created these graphics, and filmed & edited the WELCOME video of Pastor John Slye, Jr.
Website can be viewed live at trygrace.org/ballston
INVITE MAILER
It was important for Grace to connect with their surrounding community, so we opted to send a direct mailer to 34,000 households in Ballston. On a tight deadline, I worked closely with our printer in Sterling, VA to get Grace's brand colors correct.
THE MAKING OF... I procured the wall sizes from the architectural drawings. Then I went full-analog with my trusty tape measure. My goal was for Grace's slogan to greet people entering from the Ballston Exchange overpass.
After obtaining quotes for the signs, researching ways to hang them, and sending the files I reviewed them upon arrival – everything looked great. Success!
THE CHALLENGES
After decades of meeting in schools, Grace finally found a home in the most perfect but unlikely of places: the middle of a shopping mall. Ballston Quarter, the mall, is located among the dining and night life that attracts many young professionals to this city across from Washington, DC.
How can Grace reach a population demographic that's among those least likely to go to church in the country?*
All while continuing to foster relationships with their existing congregation of diverse attendees?
All while continuing to foster relationships with their existing congregation of diverse attendees?
*Source: Pew Research Center
MY TEAM'S SOLUTIONS
Coming out of COVID, our marketing director recognized the public's overwhelming need for connection, particularly meaningful relationships. Grace has always had a heart for fostering these relationships. Additionally, Grace encourages attendees to safely ask questions and explore faith. Grace's slogan is "A Church For People Who Don't Go To Church".
We wanted something to tie all of this together. I began from here.
This multi-tiered solution involved both marketing and use of physical space. I researched common felt-needs, popular questions about faith, Ballston's demographic, and experiences of other churches' grand openings. I built designs for this that aligned with Grace's brand, and could be effective in both digital and physical spaces. I developed the initial verbage for the campaign. Together with my marketing director we honed in the final messaging and my final design, then presented these for approval from Grace leadership and Ballston Quarter.