Rebuilding and Rebranding
Team building, rebranding and change management
The Idea:
Refresh and reposition the ministry for the next 50 years.
The Results:
A refreshed brand and website, and an updated marketing plan, marketing team, and strategic approach to support the ministry’s vision.
When Simmons Strategy Group first started working with the Precept team, the ministry was approaching its 50th anniversary and had a loyal supporter base. The leaders were concerned, however, about slowing growth and waning energy around the ministry. As they prepared to celebrate five decades of ministry, they asked SSG to help them prepare for the next 50 years of ministry.
Marketing
As the leadership considered how to reach a new generation of Bible students, they knew their marketing function was a major pain point. Significant marketing leadership turnover had left the department with a broken website, broken systems, and a deflated, understaffed team and no leadership. We created a plan to reset the organization’s marketing staff and support approach, rebuild interdepartmental trust, and develop a marketing function.
Change Management
SSG embedded with the team, facilitating strategy sessions with departmental leaders to understand their services as well as promotional and staffing needs. We brought in a new team and began work on the new website. Along the way, we resolved a number of interdepartmental conflicts about the purpose of the site. We identified target audiences and mapped engagement paths for each of them, clarifying the audience experience and the ministry’s perspective in the process.
Over more than a year, SSG supported the new marketing leader and team, led the rebranding and website development efforts, and guided the organization through a strategic transformation related to the rebrand. Through a major change management effort, we engaged the staff, Board of Directors, and constituents, listening to their feedback and bringing them along through the change.We also worked with the senior leaders to foster an attitude of adaptability and create space for a new vision and new energy to take hold.
Accomplishments
A fully staffed, reenergized marketing team with stabilized leadership.
Acceptance of a new brand and marketing approach by senior leaders, the Board of Directors, and constituents.
A new logo and brand guidelines for the parent brand and 26 global affiliates.
A new custom-built website and online shopping experience serving all stakeholders, sales, and fundraising.
A new, custom-built, online tool to help leaders and participants list and find study groups.
A clean changeover from old to new branding for 380+ print products.
A new approach to measuring and communicating the differences in products.
The release of a new book under the new brand guidelines.
“Simmons Strategy Group does it all! Pearlina embedded with our organization and provided expert leadership as we built a marketing team and created and implemented strategies to drive revenue and audience growth.”
— Abby Harding - Former VP of Marketing
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