Mar 23, 2023
Founded in 2008, Intentional Churches offers a Church Operating System to help church leaders become more intentional about activating the 99s inside their church to engage the ONEs outside their church.
What they needed
After 10+ years of existence, Intentional Churches had reached the stage where it was starting to take off as an organization. But what they needed to accelerate to the next level was a strategy that unified their brand and cohesively tied their multiple offerings. This strategy would also help them promote actively to a generation of churches that desperately needed structure for their operations.
They concluded that the best course of action would be a marketing plan that would help them scale to the next level, create awareness about the potential of such an operating system, and break the barrier within the Church space for adopting innovative options like this.
Bart Rendel
PRESIDENT & CO-FOUNDER
40 Parables has built an incredible process with CornerStone. If you follow their guidance, they will leave no stone unturned when it comes to your core business, brand personality, and buyer journey.
We have worked with others who want to take short-cuts when it comes to clarity. Kurian and his team take no such shortcuts.
The results are a rock solid marketing plan that all but guarantees success. We are ready to equip the church like never before because of our partnership.
How we served
Foundation and positioning
We started by examining the basic foundation of the brand – why it exists, how it fulfills its purpose, and what it does to realize its purpose. By clarifying this, we could better analyze the problems and arrive at effective solutions. We then narrowed down their target market into clear segments.
Brand personality and messaging
As a first step, getting a clear fix on the brand’s personality and values was essential as that would underpin the brand’s messaging as well as its voice and tone. Through a series of exercises with the core team, we chalked out a detailed messaging strategy that best represented the essence of Intentional Churches.
Buyer profile & buyer journey
We created personas of church leaders representing the brand’s target segments – plateaued, declining, and growing churches – and listed their challenges, expectations, digital engagement behavior, etc.
Based on these profiles, we mapped out multi-tiered buyer journeys that would take the target users through the brand’s offerings and promote engagement.
What was achieved
A clear direction and path with specific timelines was laid out for the brand’s future growth.
A cohesive model was created for all their offerings to fit into a clear program mix. The automation funnels now provide a natural direction to take people through instead of going all over the place.
Intentional Churches arrived with great clarity at the first step of engagement that they would initiate with any new prospect. This is a great example of how we figured out together what to say, when, and in which order to those that are seeking solutions from this brand.
The brand is launching its next phase in Q1 2021 with a refreshed website and streamlined email automation to engage churches that need an operating system to be more effective in fulfilling the Great Commission.