FPC24_CBM Presentation

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© 2024 BTYcreative Proprietary & Confidential CENTRAL BRAND MESSAGING | March 21, 2024
Diagnose Prescribe Create Execute Measure 2
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5-Step Process
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Diagnose Prescribe Create Execute Measure

Your Brand

The Center for Theological Study and Discipleship is a hub for South Texas, nurturing the next generation of church leaders and educators. It empowers pastors, church planters, teachers, and emerging leaders for impactful ministry by focusing on recruitment, training, and equipping. Through a comprehensive curriculum spanning theology, biblical studies, and leadership skills, it fosters a well-rounded approach to church ministry. From seasoned pastors to aspiring church leaders, The Center offers resources and support for all levels of church involvement.

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SWOT Analysis

Strengths

• Good theology is reformed Orthodoxy

• A South Texas Seminary providing world-class theology

• Non-denominational

• Non-traditional Seminary

• Mentor-led

• Theological training for the pulpit and beyond the pulpit

• Cohorts

• Intentionally inter-generational

• BEST of CHURCH <-> BEST of SEMINARY

Opportunities

• Redefine the seminary model for the next generation of leaders by engaging in the content first, followed by processing the content in the cohort

• Scripture + Service = The Word of God and The Ministry of God’s Leaders

• Equip leaders of congregations and of non-profits and servicecentric enterprises

• Equip Vocational Ministers

• Equip Lay Leaders

Weaknesses

• Congregrationally-founded vs. Academic Institution-based

• Presbyterian governance may reduce appeal beyond Presbyterian denominations

• Has demand been validated?

Threats

• Not capitalized enough to build awareness and attract break-even student census

• Leadership capacity and “runway” to build it into a thriving educational enterprise

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“…the world needs adaptable, imaginative Christian leaders to help heal our fractured communities and lead faith into the future.”

Degree Programs:

• The Master of Divinity (MDiv)

• The Mdvi / MSSW - dual degree

• The Master of Arts in Ministry Practice (MAMP)

• The Master of Arts Theological Studies (MATS)

• The Master of Arts in Religion (MAR)

• The Master of Arts in Youth Ministry (MAYM)

• The Doctor of Ministry (Dmin)

Non-Degree Programs

• Certificates

• Non-Degree Academic Credit

• Ongoing Education

• Courses in Spanish

Locations

• Austin

About Austin Presbyterian Theological Seminary

• Uses their 12-acre green campus as a draw for students

• Offers on-campus living - is invitational to families

• Offers need-based financial aid Practical Skills

• The Louis H. and Katherine S. Zbinden Chair of Pastoral Ministry and Leadership

Through this professorship, distinguished and experienced pastors are invited to teach in the broad area of ministry, including church administration, stewardship, worship, preaching, Christian education, pastoral care, and church programming.

Life After Seminary

“The Office of Student Affairs and Vocation is vested with the responsibility to support our students in their journey toward ministry. Ultimately, the vocation process is the student's and denomination’s responsibility. “

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“Dallas Theological Seminary is a non-denominational evangelical seminary in Dallas, Texas, with satellite campuses and regional locations throughout the United States and the world.”

Degree Programs:

• Master of Theology

• Master of Arts in Counseling

• Mast of Arts in Chaplaincy and Ministry Care

• Master of Arts in Apologetics and Evangelism

• Master of Arts in Christian Education

• Master of Arts in Christian Leadership

• Master of Arts in Media Arts and Worship

• Master of Arts in Intercultural Studies

• Master of Arts in Bible Translation

• Master of Arts in Christian Studies

• Master of Biblical and Theological Studies

• Master of Sacred Theology

• Doctor of Education

• Doctor of Philosophy

• Doctor of Ministry

• Doctor of Educational Ministry

• Graduate Certificate of Christian Studies

• Master of Arts in Jewish Studies

• Post-Graduate Certificates

About Dallas Theological Seminary

• Offers multiple ways of access - in-person, online, and hybrid

• Housing opportunities at some campuses

• "Teach Truth, Love Well.”

• World-class degree programs, and modern flexibility

• Offers Financial Aid - available student aid exceeds $5 million per year

Texas Locations

• Dallas

• Fort Worth

• Houston

• Austin

• College Station

• San Antonio

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“Logsdon is a place for growing servant leaders in the image of Christ and building relationships with faculty and peers that last for a lifetime of ministry.”

Degree Programs

• The Master of Divinity

• The Master of Arts in Family Ministry

• The Master of Arts in Religion

• The Doctor of Ministry (Dmin)

Threefold Foundation

• Christ

• The Bible

• A global mission

Locations

• Abilene

• San Antonio

About Logsdon Seminary

• Founded by Sweetwater Baptist Association in Abilene

• Connected to Hardin-Simmons University

• “Equips students who, in response to God’s call,” seek an academic and spiritual foundation to be a lifetime servant leader in the Kingdom of God.

• Principles of Baptist Distinctiveness

Why did they close?

Internal university records and correspondence indicate as early as 2011 that, Logsdon administrators knew that the School of Theology and Seminary was financially unsustainable.

• Deficit of $1.267 million in unfunded costs

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Who is The Center for Theological Study and Discipleship?

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First. Best. Blindspot. Only.

?

FIRST BEST ONLY BLINDSPOT

We're breaking ground as a theological center in the heart of San Antonio. We go beyond standard teachings by incorporating orthodoxy, orthopraxis, and orthopathy.

The blending of academic and application drives our "learn today, use today" framework. We intentionally integrate mentorships with seasoned church leaders into our curriculum and use it as a foundation for our cohorts.

Contextually, is the market truly broader than the Presbyterian religion? As a new organization, we must learn how to best measure market size and market needs, given our doctrinal commitment to reformed theology governed solely by Presbyterian Church leaders.

We back our commitment to teaching practical ministry with a concrete theological education that is purposely affordable and accessible, and open to both current ministry leaders and those exploring ministry as a vocation.

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Boldest. Truest. You.

BOLDEST TRUEST YOU

Through our forward-thinking, we've developed a hybrid model of higher education and spiritual formation, led by a team of pastor scholars and academic PhDs.

We engage our cohorts by providing them with access to the best seminary curriculum and seasoned mentors to guide them.

We are furthering the Kingdom of God by providing affordable and accountable access to reformed orthodoxy and practical leadership development for the next generation of church leaders.

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The Center for Theological Study and Discipline Identity

WHO is my ideal target?

• Church and Ministry leaders and staff

• Leaders called/exploring ministry as a vocation

• Current and emerging lay leaders

• Current church leaders without undergraduate education seeking a theology degree

WHAT are we solving for them?

• Education and training in theology

• Providing practical ministry training

• A deeper understanding of who God is and what He asks of us

• Fellowship

• Community

• Connection with mature ministry leaders

• Multiple-degree track options

WHY are we the right choice for them?

• Providing practical ministry training

• Connection with seasoned ministry leaders

• Friendly mentorship approach

• Located at the center of San Antonio

• Diverse faculty

• We do not require a degree to enroll (meets students where they are at)

• Founded by a cathedral church with a legacy of commitment to serving our common community

• Pastoral

HOW do we talk to them?

• Welcoming

• Conversational

• Friendly mentor

• Sage/seasoned

• Engaging

• Authentic

• In-person

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Your Brand Values & Brand Voice

A brand is more than a name. Your brand voice and values must remain consistent through deliberate messaging and reinforcement.

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The Center for Theological Study and Discipline

Proposed Brand Values

WE ARE PRACTICAL MINISTERS

WE ARE A COLLABORATIVE MINISTRY

WE CULTIVATE FAITH

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WE ARE KINGDOM MINDED

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WE ARE PRACTICAL MINISTERS

We are practical ministers grounded in reformed orthodoxy. At "The Center," we go beyond orthodoxy by including discussions on orthopraxis and orthopathy, creating a more comprehensive approach to understanding and practicing beliefs. By incorporating all three aspects - belief, practice, and emotional response - we provide a more holistic and nuanced understanding of faith or ideology, fostering a deeper engagement and personal growth among our cohorts. Because of our commitment to enriching our student's lives, we give them a strong foundation of knowledge and skills they can apply to their vocational journey as soon as they leave the classroom.

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WE ARE A COLLABORATIVE MINISTRY

We are rooted in the belief that shared knowledge and collective wisdom drive theological exploration, and we prioritize collaboration as part of our ministry’s framework. Through inclusive dialogue, cooperative learning, and a commitment to honoring diverse perspectives, we empower our cohorts to journey together, enriching each other's understanding and deepening their connection to the authority of the scripture.

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Our mission is to expand the Kingdom of God. To do so requires us to cultivate and nurture the faith of the church’s future leaders.

WE CULTIVATE FAITH

Through active encouragement and support, we foster the development and growth of belief, trust, and confidence in spiritual and religious matters among current and emerging church leaders. While the fruits of our labor may not be immediate, our investment ensures that the future church community will have a resilient foundation.

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WE ARE KINGDOM MINDED

As an organization, we embrace our history rooted in the cathedral church's unwavering dedication to serving our broader community. With reverence for our legacy, we passionately cultivate communal values, nurturing an inclusive environment where everyone has a voice, is valued, and is given opportunities. Together, we strive to uphold the spirit of unity, compassion, and cooperation that defines our shared journey toward a stronger, more connected community.

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Brand Voice

CONSPICUOUSLY COMMUNAL INTENTIONALLY INVITATIONAL EMPATHETICALLY ENGAGING APPROACHABLY AUTHORITATIVE

We engage with our audience from a place of authority grounded in our deep understanding of scripture. We offer insights with confidence and clarity, making our knowledgeable approach that of a friendly mentor.

Every individual deserves the opportunity to explore and engage with the richness of scripture, and we welcome all who seek to embark on this journey with us. That is why we intentionally extend invitations to all individuals, regardless of their educational background.

As we build a stronger and bolder Body of Christ, we are rooted in the belief that our community's strength lies in its members' collective contributions, and we passionately facilitate engagement and collaboration.

Through our curriculum and programming, we strive to impart a holistic understanding of faith that integrates theological doctrine with practical application and emotional engagement. We equip our cohort with the tools and insights to cultivate an authentic faith beyond intellectual assent.

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Your Brand Promise & Position

Your values and voice, combined with your stated mission and vision, heavily influence your brand promise and position.

Your promise and position statements should influence all internal and external communication.

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Mission Statement

Expanding leadership of the Body of Christ through reformed theology.

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Celebrate the authority of God’s Word through reformed theology.

Vision Statement

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Brand Promise

Option 1

To equip and mobilize faith with deeds.

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Learn Today, Use Today. 24 © 2024 BTYcreative Proprietary & Confidential Option
Brand Promise
2

Positioning Formula

To ___________________ , who need ____________________,

(customer segment) (refers to problem)

_____________________ is the ___________________________

(brand name)

(product category)

that ________________________________________________

(brand benefit/unique value proposition)

because______________________________________________.

(reason to believe/key message)

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Brand Positioning

To those exploring ministry as a vocation, as well as current and emerging church and ministry leaders looking for a deeper understanding of who God is and His authority, The Center is the theological center that provides world-class seminary training extending beyond traditional denominational lines because we are all part of the Kingdom of God and deserve a better understanding of what He is calling us to do.

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Messaging Hierarchy

To equip and mobilize faith with deeds / Learn Today, Use Today

We go beyond standard teachings by incorporating orthodoxy, orthopraxis, and orthopathy.

We intentionally integrate mentorships with seasoned church leaders.

We are rooted in a “learn today, use today” teaching model. You don’t need a degree. And also, we’re Kingdom minded

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Current Name

The Center for Theological Study and Discipleship

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Current Name

The Center for Theological Study

and Discipleship

Brainstorm

Definition of Zbinden - the common property of a village

• The Zbinden Center

• The Z Center

• The Z Seminary

• The Zenter of Theology

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Fastest Paths to Cash

Gain consensus/approval of brand strategy

Build out initial brand digital footprint

Identify key stakeholders, ambassadors/advocates for The Center

Build out initial launch/admissions campaign for Fall 24

Activate next round of fundraising and building cash reserves

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Recommendations

• Decide on what the name is

• Build brand identity around name

• Build a financial model for Fall 2024 - what are minimums, what are ideal goals (course work, students, faculty/mentors)

• Build marketing budget to support metrics for Fall 2024

• Launch brand as early as May 1, 2024

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© 2024 BTYcreative Proprietary & Confidential

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