COMMUNICATIONS GUIDE
4. Responsive. We will be ridiculously responsive. We don’t want someone to miss their next step because we didn’t respond.
VISION The Communication Team clearly communicates opportunities for people to take their next step toward Christ. And we equip other communicators to do the same.
5. Fun. We’ve got personality. We show that in our communication as we’re authentic, sincere, positive, and fun.
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2. Clear. It’s not what you say, it’s what people hear. We answer: who, what, when, where, and how? Clear beats clever…but it can still be creative.
COMMUNICATIONS TEAM MISSION Spreading God’s fame by making disciples of all people.
PURPOSE The Communications Team helps people find their next step toward Christ.
VALUES EXCELLENT
CLEAR | AUDIENCE-CENTRIC | RESPONSIVE | FUN 1. Excellent. If it’s worth communicating, it’s worth getting it right. Every detail matters, up front and behind the scenes, when you’re trying to share the power of a message. We communicate with excellence.
3. Audience-Centric. We are one church with a common mission, not a federation of sub-ministries. We focus on the needs of our members and guests, not the needs of our ministries.
SCOPE OF SUPPORT: SPECIFICS CHURCH-WIDE BRANDING The Cross Church Main Brand MissionWorshipMinistriesGrowthKids’StudentPrioritiesMinistryMinistryGroupsandVision OPERATIONS Stationary/NoteLogos Cards Giving DesignNameAdvertisingEnvelopesTagsRecommendations CAMPAIGNS HolidayVision CapitalChurch-widePromotionsmailingscampaigns ASSIMILATION Welcome WelcomeBaptismConnectMembershipCenterMattersCard(shirts)materials(Closer Look booklet) SERMON SERIES Series design Series promotion Series materials Series giveaways SERVICE SUPPORT Sunday announcements COMMUNICATIONS TOOLS Service handouts Email TextingAppWebsiteSocialnewslettersmedia SIGNAGE Parking/directionalBannersBuildingDoorExteriorRegistrationTemporaryDirectional/wayWelcomeInteriorfindingwayfindingtableslogo/servicetimessignage STYLE GUIDELINES/BEST PRACTICES Social media Email newsletters Logo FacilityHandoutsuse MINISTRIES AND MISSIONS Ministry promotional materials Ministry Missionshandoutspromotional materials
EVENT AND MINISTRY PROMOTIONS Communications Priorities: Summary 1. Sunday morning worship gatherings (including the sermon or sermon series) 2. Next steps (Membership Matters, calls to action from the message, Kids’ Ministry, Student Ministry, Growth Groups) 3. The Cross Church as a whole 4. Ministries Audience Priorities 1. Community (non-attending guests) 2. Crowd (attending guests) 3. Congregation (attending and non-attending members) 4. Committed (regularly attending and participating members) 5. Core (leader volunteers) Promotion Requests Single-item request forms are at commsreq.com. For events or activities requiring multiple promotional pieces, meet with the Communications Team no later than six weeks prior to the start of promotion. A request for communications via a specific method (stage announcements, email, social media, etc.) does not guarantee your announcement will be made through that channel(s). Decisions are made based on the above priorities as well as staff review, budget, timing, etc. Signup Deadlines Signup deadlines for specific events are not modified after initial promotions unless there are circumstances beyond the control of event organizers.
Some notes:
Tier 3 – These are events and ministries that impact a good portion of the church. Tier 3 events and ministries are the lowest tier that should expect to receive all-church publicity…and they will receive noticeably less than Tier 2. These might include Men’s or Women’s Retreats, Outreach events, Hope for the Cities events, Marriage Ministry events, etc.
Tier 5 – Small niche groups make up this tier. A few examples include support groups, smaller ministry events, and small training events. While it’s not out of the question for Tier 5 events and ministries to receive communications support, they should expect it to be limited.
• We (the Communications Team) hold the Tier system with an open hand. We realize that it is a tool and at times may need to be tweaked or stretched. Having said that, the temptation will be to stretch it during busy communications times; however, that is precisely when holding closely to the system is most valuable.
• Our primary goal is to leverage communications to help every event and ministry be as effective as possible. Part of accomplishing that goal is helping ministry leaders know where they fall in the overall church communication strategy. The Tier system isn’t meant to be restrictive but rather to create clarity and help with expectations. It really helps when everyone comes to the table with a strategy mentality and a bent toward clarity.
Tiers Tier 1 – This is the top tier. There are probably only a few (3 to 5) of these each year. Examples might include Christmas, Easter, I Love My Church, the rodeo, and other church-wide campaigns.
Tier 4 – Events and ministries that impact a big group but not a large portion of the church belong in this tier. Examples are Happy Circle or a Moms Bible study. Tier 4 events and ministries will receive some support from the Communications Team, but will not be included in the overall church communications plan.
The level of priority for the Communications Team as well as the specific promotional deliverables that are available for ministry opportunities is based on their reach within the context of the overall church and their respective campuses. Promotions are divided into the five tiers below. Tiers are determined by the Communications Team based on audience and reach. Please note that how these tiers apply to a ministry opportunity may change based on the event being elevated by executive leadership or multiple campuses participating in a single event.
big events and ministries that don’t quite meet the Tier 1 status but still impact a large portion of the church and should expect quite a bit of all-church promotion. Some examples of these include VBS, Summer Camps, all-church serving events, and other opportunities that are linked as next steps to message series.
• It’s important to understand that a Tier 5 ranking does not mean that a ministry or event is unimportant or that we do not value it. Some of the most important things the church does fall into this category. It simply means at the given time it is not given priority by the leadership in the current vision placement.
Tier 1 events and ministries should expect “the works” when it comes to all-church Tiercommunications.2–Theseare
PROMOTIONAL TIERS
• Tier designations can fluctuate based on the context. In other words, an event or ministry that might ordinarily be a Tier 2 might drop down to a Tier 3 if it is in a close communication cycle with a Tier 1.
Definition of Tiers What Each Tier Receives Once it’s determined which tier the ministry opportunity falls into, the grid below will be used to determine which deliverables need to be produced for promotion. Please note that this is not an exhaustive list, but it’s a starting point for promotional discussions. Tier Reach Audience Examples Tier 1 Churchwide Everyone Easter, Christmas, Raise the Cross, I Love My Church, VBS, Night of Worship Tier 2 80% plus Everyone, specific ministries Kids/Students Summer Events, Mission Trips, Operation Christmas Child Tier 3 Over 50% Specific (e.g.., Men, Women, etc.) Men’s or Women’s Retreat, Outreach event, Hope for the Cities event Tier 4 Less than 50% One ministry area Happy Circle, Moms event, Young Adults open house Tier 5 External Varies Early Learning Academy, LTC class Item Tier 1 Tier 2 Tier 3 Tier 4 Social Graphics X X X X Email X X X X Signage X X X X The Latest (Weekly Email) X X X X Social Posts X X X X Sunday Morning Announcement X X X Web Graphics X X Website Home Page Feature X X Webpage X X Roadside banner X
WhatCOMMSREQisaCommsReq? A CommsReq is short for communications request. You’ll submit a CommsReq for all requests requiring the Communications Team including editing, writing, print, design, ordering, social media, and the website. Lead Times Standard Request (graphics, small print items, etc.) – 2 weeks Outsourced Request (banners, large print items, etc.) – 3-4 weeks Event Promotion (event branding, advertising, etc.) – 4-6 weeks (request at least 8 weeks ahead of event) How to submit a CommsReq Select “Submit a CommsReq” at the top of commsreq.com or go directly to thecross.com/commsreq and fill out the form to submit your request. *Please submit your CommsReq with all details necessary for your request. We do not accept placeholders. Your request may be delayed if all details are not submitted upon initial request.
The logos are the property of The Cross Church in Wylie, Texas. Access to these marks is permitted only to approved personnel. Please use these logos tastefully and intentionally. These marks represent The Cross Church and, as such, represent the name of our Lord and Savior Jesus Christ. Use them in a way that glorifies His name and unifies His Church.
Every employee, leader, intern and volunteer plays a part in ensuring that visuals produced in-house (or with an outside vendor) under their supervision hold fast to these standards. The Communications Team provides strategic assistance on any branding applications that are unclear to you, or with which you would simply prefer to have help.
Brand is not a collection of stuff or a logo. A brand is a collection of symbols, experiences and associations connected with an organization, product, service, etc. It is what people think of when they come into contact with you or hear you. It is an expectation of an experience and the emotional aftertaste. It is attention to detail.
The consistent application of a cohesive identity is crucial to supporting the message we carry. Our brand is a tool and, when used correctly and consistently, it ensures that every touch point reinforces what we are about and communicates excellence. The brand guide contains direction, constraints, rules and examples for maintaining a cohesive identity in all communication. The accompanying style guide provides examples of how we should write and speak to maintain one voice and clear delivery of information.
THE WhatBRANDisbrand?
THE GUIDE Our brand is our most valuable asset in visual communications. It embodies the mission, vision, personality and forward momentum intrinsic to who we are and likely serves as the first impression of The Cross Church with any audience in person, at thecross.com, on social media, or on merchandise.
BRAND GUIDELINES
This is the logo that will be used across primary brand applications. This trademark helps The Cross Church be easily identified in its web presence, ads, products and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to the guidelines set within this guide.
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PRIMARY LOGO
SECONDARY LOGOS & USAGE
BRAND GUIDELINES
The Cross Church’s secondary icons can be used in place of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use (A) as the profile picture if the primary logo is used for the headerit looks repetitive and isn’t a good use of the brand elements.
A. B. C. D.
5 REVERSED COLOR USAGE
BRAND GUIDELINES COLOR PALETTE Color is an integral part of the brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves as a psychological purpose by communicating a certain feeling to your audience. Blue , especially Deep Blue , is relaxing , and often used to convey the importance of meaningful relationships and establishes trust and loyalty . Warm greys provide an inviting warmth and balance . Red and Deep Red represent the ever cleansing blood of Jesus . It also conveys the passion and love The Cross Church has for the community. ORIGIN C=89CMYK M=50 Y=0 K=25 R=0RGB G=90 B=140 7686PANTONE005A95HEXC AGAPE C=0CMYKM=97 Y=81 K=0 R=229RGB G=27 B=45 485PANTONEE51B2DHEXC CORPUS CHRISTI C=13CMYKM=8 Y=18 K=0 R=229RGB G=228 B=215 WARMPANTONEE5E4D7HEXGRAY 1 C MIDNIGHT C=93CMYKM=73 Y=46 K=40 R=34RGB G=55 B=78 533PANTONE22374EHEXC SACRAMENT C=10CMYKM=95 Y=100 K=40 R=148RGB G=31 B=9 7623PANTONE911C11HEXC STONE C=32CMYKM=25 Y=35 K=0 R=187RGB G=183 B=168 401PANTONEBBB7A8HEXC Black and white are considered brand colors and any shade may be used within this brand.
THE CROSS CHURCH 7
The minimum clear space is defined as 1/4”. This minimum clear space should be maintained as the logo is proportionally resized.
BRAND GUIDELINES
The color usage for The Cross Church is fairly simple. The logo will mostly be in black or white against color backgrounds or when used with photos, but can also be used in color against a white background.CLEAR
THE CROSS CHURCH
COLOR USAGE
SPACE
To ensure legibility, always keep a minimum space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
9 PHOTO BACKGROUND There are multiple ways the logo can be used on a photographic background, but each option should be excercised with care, making sure the logo and type aren’t obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of a background image. 1.TIPS:Photos with shallow depts of field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable.
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A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo rotating, skewing, or distorting in any way - that adding unnecessary and unattractive text decorations like drop shadows Here a few examples of some ways should NEVER consider using the logo. logo should never appear above the text stretching skewing tilting, turning flipping add beveling logo text logo logo should never appear tilted, sheared
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BRAND GUIDELINES
11 No text overlay across the logo mark No use text within the logo mark in any way Do not rearrange parts or create compositions that are not already provided Do not contain the logo in a box when used on a background No strokes or harsh drop shadows Do not place the logo inside another shape No odd or non-brand colors.
AND JESUS CAME OUT AND SAID TO THEM, “ALL AUTHORITY IN HEAVEN AND EARTH HAS BEEN GIVEN TO ME. GO THEREFORE AND MAKE DISCIPLES OF ALL NATIONS, BAPTIZING THEM IN THE NAME OF THE FATHER AND OF THE SON AND OF THE HOLY SPIRIT, TEACHING THEM TO OBSERVE ALL THAT I HAVE COMMANDED YOU. AND BEHOLD, I AM WITH YOU ALWAYS, TO THE END OF THE AGE.” MATTHEW 28:18-20
13 TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represents the bold and modern feel of the brand and should be used across all print and web applications. PROXIMA NOVA FAMILY SALTERY REGULAR Aa A a B b C c D d E e F f G g H h I i J j K k L l M m N n O o P p Q q R r S s T t U u V v W w X x Y y Z z 1234567890 Aa A a B b C c D d E e F f G g H h I i J j K k L l M m N n O o P p Q q R r S s T t U u V v W w X x Yy Z z 1234567890 Extrabold Headline AaFont A a B b C c D d E e F f G g H h I i J j K k L l M m N n O o P p Q q R r S s T t U u V v W w X x Yy Z z 1234567890 Body Font Regular
BRAND GUIDELINES KIDS COLOR C=57CMYKM=0 Y=100 K=0 R=106RGB G=219 B=33 7488PANTONE7AC142HEXC C=57CMYKM=76 Y=0 K=0 R=155RGB G=69 B=230 C=0CMYKM=69 Y=100 K=0 R=255RGB G=111 B=13 COLORCOLOR 151PANTONEFF700CHEX7442PANTONE9B45E6HEXCC PRETEENS COLOR C=100CMYK M=0 Y=0 K=0 R=0RGB G=174 B=239 THIS7686PANTONE005a95HEXCCOLOR LOOKS GREAT ON BACKGROUNDSGREATTHISBACKGROUNDSGREATTHISBACKGROUNDSGREATTHISBACKGROUNDSTHESECOLORLOOKSONTHESECOLORLOOKSONTHESECOLORLOOKSONTHESE THIS COLOR LOOKS GREAT ON BACKGROUNDSTHESE STUDENTS COLOR C=0CMYKM=97 Y=81 K=0 R=229RGB G=27 B=45 485PANTONEE51B2DHEXC YOUNG ADULTS COLOR C=100CMYK M=0 Y=0 K=0 R=242RGB G=196 B=70 129PANTONEF2C445HEXC ESPA Ñ OL COLOR C=32CMYKM=25 Y=35 K=0 R=187RGB G=183 B=168 401PANTONEBBB7A8HEXCWHENCOLORSINDIVIDUALDEPARTMENTS'THEREFERENCETOPAGETHISUSEGUIDECOLORDEPARTMENTCONSIDERINGCOLORUSAGE.YOUCANALSOUSETHESEPAGESASAHELPFULTOOLINDETERMININGOTHERACCEPTABLECOLORCOMBINATIONS.
15 C=3CMYKM=37 Y=53 K=0 R=241RGB G=172 B=125 SECONDARY COLOR 713PANTONEF1AC7DHEXC THIS COLOR LOOKS GREAT ON BACKGROUNDSTHESE THIS COLOR LOOKS GREAT ON BACKGROUNDSGREATTHISBACKGROUNDSGREATTHISBACKGROUNDSGREATTHISBACKGROUNDSTHESECOLORLOOKSONTHESECOLORLOOKSONTHESECOLORLOOKSONTHESE WOMEN COLOR C=80CMYK M=27 Y=54 K=9 R=44RGB G=135 B=124 7717PANTONE2C877CHEXC MEN COLOR C=56CMYKM=48 Y=47 K=14 R=63RGB G=64 B=64 426PANTONE3F4041HEXC MISSIONS COLOR C=89CMYK M=50 Y=0 K=25 R=0RGB G=90 B=140 7686PANTONE005a95HEXC MOMS COLOR C=80CMYK M=27 Y=54 K=9 R=44RGB G=135 B=124 7717PANTONE2C877CHEXC MARRIED LIFE COLOR C=10CMYKM=95 Y=100 K=40 R=148RGB G=31 B=9 7623PANTONE911C11HEXCWHENCOLORSINDIVIDUALDEPARTMENTS'THEREFERENCETOPAGETHISUSEGUIDECOLORDEPARTMENTCONSIDERINGCOLORUSAGE.YOUCANALSOUSETHESEPAGESASAHELPFULTOOLINDETERMININGOTHERACCEPTABLECOLORCOMBINATIONS.
BRAND GUIDE: T-SHIRTS
Every t-shirt we make should have the cross logomark and URL on the back in single-color. The full name of the congregation - The Cross Churchshould be somewhere on the front. Though this is not required it is highly recommended.
BRAND GUIDELINES FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to reach out to us in the Communication Department at communications@thecross.com. These guidelines are fairly flexible and, if followed, should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications. The Communications team is tasked with keeping the brand true across all applications and departments, both print and on the web.
STYLE GUIDE
Simplicity - Simplify everything our audience sees or touches to make their life easier and more rewarding in every aspect of their engagement with The Cross Church. Help them connect with God and others effortlessly.
References Dictionary - Merriam-Webster Home and Office Edition
Reach - Requires a partnership with staff and ministry leaders to facilitate good stewardship of resources. It’s not about rigid principles, but about harnessing the power of our message to enhance the experience.
Growth - The commitment to excellence in our print and electronic communication tools provides even more areas for talented people to connect and serve.
Consistency
English/Grammar
Part of our job is to protect the quality of what the audiences reads, touches, or clicks. This document is meant to be an integral part of The Cross Church’s efforts to spread God’s fame and to help people take their next steps towards Christ. It provides guidelines designed to help effectively communicate the mission of The Cross Church with one voice in print, electronic and online media. Our consistent approach has a positive impact on the overall effectiveness of our church.
Rethink Communication by Phil Bowdle
- Each communication piece is a valuable tool with the opportunity to unify or dilute all communications church-wide, depending on the quality of the information and how it’s organized.
- The Associated Press Stylebook Copy conforms with the guidelines of The Associated Press Stylebook with minor modifications. Other Less Chaos. Less Noise. by Kem Meyer Unwelcome: 50 Ways Churches Drive Away First-Time Visitors by Jonathan Malm Be Known for Something: Reconnect With Community by Revitalizing Your Church’s Reputation by Mark MacDonald
• Focus on the needs of guests, not the needs of our ministries.
• Actively balance inspiration and information. Therefore, everything is evaluated in context of the church - not just a ministry audience.
• Equal time is not valued or considered. Rather, be appropriate based on ministry priority and reach.
• Ask more questions than you answer via communications. Allow people the freedom to seek further answers on their own terms and draw them into the content we offer.
• Be sustainable. We won’t launch a deliverable (newsletter, project, website, etc.) if we do not have the systems and personnel to maintain it with excellence.
• Realize that every good idea does not need to be implemented.
STYLE GUIDE: VALUES We are a unified church with a common mission, not a collection of ministries with individual goals.
• Be driven from the outside-in. Focus more on communicating to people outside of our congregation or new to it rather than our congregation or long-term members.
• Constantly seek the right to communicate with our audience by providing information they request, not information we think they need.
• Deliver excellence in timeliness, accuracy, design, layout and ease of use.
• Always present in a manner that is understandable to a first-time guest.
• Offer design so as to reduce noise in people’s lives. Too much information can be just as dangerous as not enough. Provide the basic information for peopleto scan.
• Be simple and clear. Eliminate fluff and complicated content.
• Maintain an intergenerational, relaxed, family approach to promoted items.
STYLE GUIDE: BASICS Connecting with the guest. Simplifying for all. Contact Information Always include The Cross Church logo and contact information on every public piece except email signatures. Examples: The Cross Church - 100 North First Street - Wylie, Texas 75098 - 469.358.7826 - thecross.com The Cross Church 100 North First Street Wylie, Texas thecross.com972.442.226175098 Ministry Name or Your Name The Cross Church 100 North First Street Wylie, Texas thecross.com972.442.226175098 The Cross Church 200 North Ballard Avenue Wylie, Texas thecross.com972.442.226175098
Abbreviations Avoid them when possible, particularly when referring to events, groups or The Cross Church (not TCC!).
Apostrophe Avoid in plurals. Example: CDs, URLs
Use sparingly, if at all. Hyphens Make every effort not to hyphenate words in copy. Add a hard return if necessary. Never hyphenate web site or email addresses. Numbers Spell out numbers one through nine, but use numerals for 10 and above.
Exclamations
Email Addresses Use all lowercase. Don’t hyphenate or underline (remove the underline and blue color on automatic links, if necessary).
STYLE GUIDE: CONSISTENCY Grammar, style, punctuation, and numbers Use Grammarly or a similar service for all proofing. Then, at least one other person should see what you wrote before it is published.
Commas In lists of three items or more, add the comma before and/or. Dates Drop the year reference when possible. Don’t abbreviate. Omit st., th., rd., and th. (e.g., May 1, not May 1st.)
Capitalization Avoid all caps. It gives the impression of YELLING. Capitalize pronouns when referencing the Deity (God, Father, Holy Spirit, He, Him, etc.).
State References
Phone Numbers
The period and comma always go inside the quotation marks. The dash, semicolon, question mark and exclamation point go within the quotation marks when they apply to the quoted matter only. They go outside when they apply to the whole sentence.
Times Use am/pm, lowercase with no space or periods. Use a space between the time and am/pm. Avoid redundancy between am/pm and morning/tonight. Drop the zeroes on the hour. Use a small dash with spaces before or after.
Phone numbers should be separated with periods.
When referring to locations within Texas do not put the state. Otherwise use the standard state abbreviation or, preferably, spell it out.
Examples: 6 pm (not 6:00 PM or 6PM), 7 - 8:30pm (not 7:00 to 8:30 pm), Noon and Midnight (not 12 pm or 12 am), 10 pm (not 10:00 PM tonight)
Use one space after periods and at the end of sentences. Omit periods for incomplete sentences.
Punctuation
Periods
Titles Italicize titles. Do not use underlines or quotes. Avoid courtesy titles. Web Use lowercase for all web addresses. Do not underline internet addresses. Do not use www. Do not hyphenate. “Web” is capitalized when referring to a Website. When used as an adjective like “web addresses” or “web copy,” use lowercase. Wordiness Avoid it. If the sentence makes sense without a phrase or word you should remove it. A clear, concise writing style is preferred over a wordy, flowery style, and communicates information more quickly and easily.
Sentences Choose active versus passive writing. Example: We decided... (not “It was decided...”) or We are going... (not “We will be going...”)
Edit: Replace long blocks of text with easier-to-read bulleted lists. Spelling A single misspelling can convey the information or audience is not valued. Terminology Consider the perspective of a guest and what their reaction will be to certain words or phrases. Are some words cliche’ or insider language?
Consistency Punctuation, capitalization, indents, type size, type face, and other items should be consistent. Formality Avoid being overly formal. Use humor where appropriate. Proofread Read aloud: You hear problems you may not see when reading silently. Assume errors: You are human. Assume there are errors.
STYLE GUIDE: WRITING PRINCIPLES Accuracy Make sure the facts are correct. Double check names, numbers. and calendar. Basics Does the copy answer the most important question our audience asks: “What’s in it for me?” Does the copy include the necessary basics: Who, What, When, Where, Why, and How? Does the call to action (How) include appropriate contact information? Brevity Get to the point.
Read backwards: End with using spell check or read backwards word by Findword.a Friend: All items released to the public should be proofread by at least one other person.
STYLE DAILY USE ITEMS Our response to others often generate their opinion of us, the staff, and The Cross Church in general. Email Our email signatures should be consistent. First and Last Name (bold) The[Title]Cross Othecross.comChurch ffice: Mobile:972.442.2261469.358.7826 (include at least one of these numbers) Facebook: @handle (optional) Instagram: @handle (optional) Do not use colors or logos in your signature. The signature and all emails should be in a standard sans-serif font. Use staff titles in email responses. For example, “Robert Watson, Next Steps Pastor, may have the answer to your question.”
Howcommunications@thecross.comCONTACTUSCanWeHelp?