Mar 23, 2023
Indigitous, the digital wing of CRU, began in 2013 as a tech community that resources engaged believers on digital missions to catalyze the spread of the Gospel.
What they needed
Indigitous had positioned themselves as a platform for Christian technologists to meet, mentor, and collaborate with one another. Despite being around for 7 years, they were unable to achieve the intended critical mass level of users.
Their honest acknowledgment of their need for help with a marketing plan, willingness to change direction, openness to accepting feedback, and audacity to have a global Gospel goal inspired us to work with them.
Liam Savage
LEADERSHIP TEAM
It’s no exaggeration to say that 40 Parables helped us achieve a level of clarity and focus in our work that would’ve been impossible to achieve otherwise.
It was exactly what we needed to have someone from outside, who genuinely cares about our mission, step in and work alongside us, challenge our assumptions, and push our thinking further.
I can recommend 40 Parables without reservation.
How we served
We created a full-fledged marketing plan from scratch covering everything from solidifying the brand’s foundational purpose to laying out a roadmap for growth.
Envisioning and positioning
We helped them clarify the brand’s core reason for existence and define its long-term goals in marketing/measurable terms – which new activities need to be started afresh to get there and which current activities need to be scaled or wrapped up.
By analyzing the problems and proposing solutions, we could also identify the user segments that would benefit from the solutions.
Brand messaging and personality
Establishing the brand’s voice and tone was a key exercise that was done to help reveal and relay the brand’s character. We also defined and unified their core messaging so that the brand’s personality shines through in their communication.
Buyer profile & buyer journey
We created profiles of typical buyer personas that best represented the brand’s target segments. Based on their challenges, expectations, digital engagement behavior, etc., we mapped out buyer journeys that would take the users through the brand’s offerings systematically to increase engagement.
Acquisition and engagement strategy
Clear strategies were developed to reach and attract new leads and also to engage them so that they could move from peripheral engagement to active collaboration with the brand.
Nurture sequence
We designed email funnels and nurture sequences detailing the various phases of the user’s engagement with the brand and its different products such as Digital Mission Trips, MFAD webinars, and #HACK.
Web strategy
Based on a thorough audit of the Indigitous website, we offered recommendations for optimization of the website for more conversions.
Analytics
We created an analytics strategy that mapped out measurable metrics to track and analyze the performance of their marketing and digital campaigns.
Roadmap
We also built a roadmap laying out the areas that Indigitous needs to work on in order to build a renewed digital presence. We also outlined the marketing systems that need to be set up for running marketing initiatives.
What was achieved
A redefinition of who they are as a brand has shifted the way they now project themselves. Indigitous is no longer a gathering of Christian technologists but a Great Commission Accelerator that helps believers share the Good News of Jesus with others in their network.
Getting clarity on what they need to do helped in setting up the big task that their vision is. They had a small goal of getting technologists on board, but they’ve now realigned themselves for a bigger vision, which is reflective of the audacious God we serve.
A marked difference can be observed in the brand’s personality. The way they sound and message now is in a manner that resonates more with their crowd.
They’ve warmly embraced the new personas that we developed including those that run parallel as individual believers and institutional ministries.
By actively using the marketing framework we built for them, they are now developing a strategy and approach for their next steps.
In 2021, they’re rolling out their new direction, and we’re thrilled that they’re hiring a team to execute the vision and implement the marketing plan.