1 Communications Style Guide

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1 Understanding Who We Are 4 Brand Platform 4 Name 4 Applying the Brand 5 Logos 5 Colors 7 Typography 7 Photography 7 Templates 8 Graphic Standards 9 Social Media Graphics 9 Online Engagement 10 Mobile Marketing 10 Texts to Ministry Specific Groups 10 Texts to the Entire Church Database 10 Brand Representation 11 1 Communications Style Guide

2 2 Communications Style Guide

3 The word brand has many definitions and understandings. There is a debate in pop culture about what contributes to the development of a brand. For The Bethel Church, everything we do contributes to our brand. It is our worship experience. It is seen in our outreach efforts. It is evident in our graphics. It is visible in the diversity of our congregation. Every ministry, member and moment contributes to the brand of The Bethel Church. The Bethel Experience is the name that represents the collaboration of who we are as a church, as a ministry, as a body of believers and disciples. This Communication Style Guide is a tool that will assist with developing documents, images and materials that accurately represent The Bethel Church. 3 Communications Style Guide

4 Understanding Who We Are The Bethel Church is a uniquely diverse church. While we are the oldest, active Baptist church in the state of Florida, we also have a membership over 10,000 members with the median being 35 years old. We are rich in history yet forward thinking and edgy. We are traditional yet modern. We are unrefined yet polished. It is important that every ministry keep this in mind as events and marketing materials are developed to represent this church. Brand Platform More information coming. Name The Bethel Church is the accurate way to represent the organization. Bethel may be occasionally used. No other acronyms or names are to be utilized. 4 Communications Style Guide

5 Applying the Brand Any and all use of the logos, images or symbols that represent The Bethel Church must receive written approval prior to distribution. Send graphics, newsletters, flyers or any other items representing The Bethel Church or a ministry within The Bethel Church to Ty McKenzie at marketing@bethelite.org for approval. Please allow 2-3 business days for review. The Marketing Team will advise if changes are necessary. The recommended changes must be made and the edited document must be approved prior to distribution. Any graphics, flyers or other materials distributed or posted online without written approval will be subject to removal. Logos The Bethel Church has two logos. The ministry or organization utilizing the logo may decide which logo they would like to use. One logo is not superior to the other. Only one logo is to be used at a time. The logos may be download on the Marketing Resources page on The Bethel Church s website. The symbol that visually represents The Bethel Experience is not a logo of The Bethel Church. It may be used to represent the energy or excitement of the church; however, it is not to be used instead of the logo. 5 Communications Style Guide

6 There are several graphic standards as it relates to the use of the logos or symbols of The Bethel Church. Please review the list below for reference. 1. Do not flip the logo. 2. Do not resize or reformat the logo. 3. Do not add glows, embosses or other effects to the logo. 4. Do not remove any portion of the logo. 5. Do not change the color of the logo. 6 Communications Style Guide

7 Colors While there are no set colors that are required to define The Bethel Experience, the colors used in the logo are used most often. If the attempt is to match those colors, use the color codes below to ensure accuracy. Purple Gold CMYK 0, 74, 3, 42 0, 15, 71, 27 RGB 147, 38, , 157, 54 HEX 93268E B99D36 Typography Georgia, Helvetica and Times New Roman fonts are used most often in communications from The Bethel Church. It is not required to use these specific fonts. Marketing materials representing The Bethel Church cannot use more than 4 font styles in a specific graphic. Photography Photos posted by the official social media accounts of The Bethel Church may be used in marketing materials. The Marketing Resources page on the website of The Bethel Church will also contain photos that may be used to represent the church, ministries or leadership. Ministries may request photography services by filling out the request form on the Marketing Resources page on the website of The Bethel Church. 7 Communications Style Guide

8 Templates More information coming. 8 Communications Style Guide

9 Graphic Standards Communication products can be developed using any colors or styles that may be appropriate for that respective campaign. Avoid placing the logo on a textured background or with a white block around it. Consider the target audience when creating graphics. Be sure the design is relatable to that audience and conveys the desired message. The graphic is what encourages the audience to seek more information and get engaged. Place most vital and important information on the graphic. Text should be less than 40% of the total graphic space. Social Media Graphics Graphics should be customized for each social media site. Social media sites often change their size requirements for their photos. The recommendations listed below are accurate as of June 1, FACEBOOK Profile Photo 180 x 180px Cover Image Shared Image Highlighted Image Shared Link 851 x 315px 1200 x 630px 1200 x 717px 1200 x 627px INSTAGRAM Profile Photo 110 x 110px Photo Thumbnails Photo Size 161 x 161px 1080 x 1080px TWITTER Profile Photo 400 x 400px Header Photo In-stream Photo 1500 x 500px 440 x 220px 9 Communications Style Guide

10 Online Engagement Content posted to the official social media sites of The Bethel Church is posted by the Marketing Team. Requests to post announcements, videos or other information may be made online via the Marketing Resources Page. Social media accounts managed by individual ministries must be approved prior to creation and follow the guidelines below. 1. Follow the lead of the official account of The Bethel Church when posting breaking news or special announcements. 2. Be sure the information you post is completely accurate. 3. Engage your audience but be careful about becoming too casual or personal. 4. Post valuable and interesting content. 5. Avoid repetitive posts within a short period of time. This will look like spam to the audience. 6. Do not use first person pronouns. Mobile Marketing Mobile marketing is a method of communication that is used by The Bethel Church where members receive texts messages with special announcements or reminders. Texts to Ministry Specific Groups Ministries are encouraged to build the following for their individual text group. A text group may be created by contacting the Marketing Team. Requests should be sent via the Marketing Resources page on The Bethel Church s website at least 48 hours before the message is to be sent. Messages should not exceed 160 characters in length. Texts to the Entire Church Database Ministries may request that a text is sent to the entire Bethel text group. This content to be shared must relate to the entire congregation. The Marketing Team will use their discretion on these requests. The goal of the system is to keep subscribers engaged. To that end, the number of messages sent to the entire church database is limited to prevent subscribers from being overwhelmed. Messages to the entire church database will be sent on a first come, first serve basis. Messages from leadership are the exclusion to this rule and will supersede any pending or previously approved requests. 10 Communications Style Guide

11 Brand Representation Only persons authorized or given written approval by The Bethel Church may speak with the media or other organizations on behalf of The Bethel Church. Media requests or any other official communication requests must be addressed to Shaun tae Gilbert at (904) or 11 Communications Style Guide