Metropolitan Community Churches

Rebrand Webinar

BLUR COMMUNICATIONSCraig Media Strategy

WINTER 2012 1

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SITUATION ANALYSIS

• MCC is yet defined by its

legacy: the gay Church

• The components of MCC’s

storied legacy that remain

relevant to its future are:

– The Church by and for the disenfranchised

– The Church that accepts you as you are (and REALLY means it)

• MCC has an inferiority

complex which is deeply tied

to its working class roots

SITUATION ANALYSIS (cont)

• MCC is in a transitional period

– Wave 1: The Gay Church

– Wave 2: The Church with HIV

– Wave 3: The human rights Church growing around the world

2012 – 2016: we live into a

new solidified self

understanding

2016 and beyond: well

positioned for the future

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THE OPPORTUNITY

• To proactively articulate a self understanding of MCC defining the

brand’s equity by developing a strategic platform from which all

communications speak with one voice, promoting an

understanding of the institutional purpose and differentiating the

brand in an attractive and meaningful way.

• MCC’s legacy gives the denomination the inclination and the

imperative to tackle the most difficult problems and realize the

greatest possibilities

– MCC’s brand position must be at the prophetic edge of

humanity’s needs

POSSIBILITIES REALIZED

There is a sweet spot in the market which lies within the

vortex of:

• The movement toward spirituality among America’s youth

• The decline in the fear of or attraction to orthodoxy

• The assumption of diversity

• A responsiveness to technology

• A call for customized yet non-judgmental community

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BENEFITS TO THE LOCAL CHURCH

• Creates a platform to market the institutions to a new

group of consumers in by which continuing to increase

the diversity of the MCC congregation.

• Increase allegiance to MCC by creating a common rally

cry (BE MCC) that unites the local autonomous churches.

• Creates a unified platform to preach relevance of MCC

• Increase pride amongst the congregation that will

translate into more giving of time, personal resources,

and tithing.

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• Internal - MCC Local Churches, MCC Adherents , Ministry Partners

• External - Ecumenical world, LGBT movement, Progressive people of faith , US & Global political structures and civil society

• Youth (millennials) - straight and gay, multicultural

• LGBT families – 30+– Latino/a– People of African decent

• Baby boomers - straight and gay• Young progressive straight

families

TARGET/GROWTH TARGET

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CONSUMER INSIGHT

• There is a very deep yearning within the walls of MCC churches for the denomination and the Churches to succeed

• There is angst and a lack of clarity around “who” the denomination is

• There is concern for individual Churches that they be connected to a broader vision – Success can best be understood as creating a pathway for the “gay”

Church to have broader appeal

• There is great interest among millenials for a church that IS LIVING AND DEFINED BY ITS MISSION AND ACTION – The ideals of inclusion alone are not compelling enough for millenials

• MCC must be proactive in its prophetic posture and define itself by what it does and what motivates it

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POSITIONING

Metropolitan Community ChurchesTransforming Ourselves as We Transform The World

MCC’s inquisitive theology and history of radical hospitality give the denomination the leverage to live the charge of the Gospel to follow Jesus by embodying and living out the prophetic call

for global social justice.

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IMPLEMENTING THE REBRAND

• The Launch

– Branding orientations for all congregations and ministries

– Sunday Morning roll out among local congregations

• Unveil the creative on Sunday January 13th 2013 • Publish Theological expressions of the brand identity for preaching,

teaching and infusing it into the life of the church culturally and tactically.• Sustain the rebrand with:

– Social media– Refreshed campaign executions– Preaching the rebrand – Understanding ministry alignment for the rebrand

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MINISTRY ALIGNMENT

• Deaconate– The caregivers of the

communion are transformed as they seek to meet the social needs of the people. It is in the act of providing service for others that our perspective on our needs change

• Trustees– It is more blessed to give

than to receive. The lives of many are transformed because of the tangible giving of others. The ability to help others makes our living worthwhile.

MINISTRY ALIGNMENT

• Youth– Youth are driven by actions much more than words. Paul said “…when I

was a child I acted like a child but as an adult I have put away childish things.” Youth come into who they are destined to be by what they do. An action oriented mission of doing is customized for youth. MCC is the doing Church.

• Music– The aesthetic argument for the existence of God is that because

Beethoven is, God exist. Our ability to create is an expression of our God likeness. Music is the catalyst of spiritual transformation.

• Children’s Ministry – Jesus said “…suffer little children and forbid them not for such is the

Kingdom of God.” The legacy of our transformed world is our children’s inheritance.

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The Rebrand : Posters

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Brazil is undergoing a great social transformation, and at the heart of this community’s spiritual growth

is MCC. Our LGBT outreach program continues to do God’s

work, welcoming those who have not been welcomed elsewhere.

So come and experience what love and respect is all about.

BE THERE. BE MCC

Metropolitan Community ChurchesTRANSFORMING OURSELVES AS

WE TRANSFORM THE WORLD

The Rebrand : Posters

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God created the world for all creatures, great and small. That’s

why MCC is hard at work to protect our greatest resource: Mother Earth.

Our MCC churches recycle, use LED lights and solar panels, plant public

gardens for underserved communities, and reduce

dependence on oil and gas.

And along the way, by caring for the greatest gift we all have, we’re

pretty sure we please God too. So join us.

BE THERE. BE MCC

Metropolitan Community ChurchesTRANSFORMING OURSELVES AS

WE TRANSFORM THE WORLD

The Rebrand : Posters

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At MCC, we believe marriage equality goes beyond performing a ceremony. That’s why we’ve built

and continue to grow a community that serves all of God’s children and their families: straight and

LGBT alike. We keep diversity at the core of our community.

Because it is our community.

So come join us, and discover how radical Christianity can support and serve families everywhere.

BE THERE. BE MCC

Metropolitan Community ChurchesTRANSFORMING OURSELVES AS

WE TRANSFORM THE WORLD

The Rebrand : Posters

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There are places in the world where God’s light doesn’t seem to

shine for everyone. But MCC is out to change that, transforming the darkness into spiritual light with our brand of radical Christianity.Around the world, MCC Churches

work to ensure that all people have a spiritual place to call home. So,

come join us. And discover the beauty of a world where God’s light

shines on all people, every day.

BE THERE. BE MCC

Metropolitan Community ChurchesTRANSFORMING OURSELVES AS

WE TRANSFORM THE WORLD

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The Rebrand : Banner and Promotional Sticker

The Rebrand : Bumper Sticker

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The Rebrand : Bumper Sticker

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The Rebrand : Logo for electronic communication

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