The Timothy Partnership
Capacity Builders provided research, branding and communications strategies for a new partnership between Anglican Youthworks College and Presbyterian Youth in Sydney. The two organisations joined up to offer a new Diploma of Theology by Distance course, available from 2010.
Capacity Builders conducted research with church leaders and potential students which revealed a desperate need for training of lay leaders to have a deeper understanding of the Bible to then share with others. People in regional areas and SRE teachers were identified as most likely to take up a distance course and research participants were excited about students being equipped while operating in a ministry context.
The Brand Strategy tackled one of the biggest challenges – the course being so broad, open to people from all walks of life – by turning it into the course’s greatest strength: equipping every Christian, everywhere. This helped position the partnership apart from the other major theological institutions, but still providing a credible training option.
A strategic name and tagline was developed:
The marketing plan developed a range of strategies to connect to potential students – from a regional roadshow introducing church leaders to the course to online ‘tasters’ and complimentary classes for students to get a real experience of the new course.
A campaign concept was developed for the print materials and promotional DVD. We wanted to give a visual expression of the ‘equipping every Christian, everywhere’ promise. But given no students had actually participated in the course, we drew on a range of real life Christians representing different ministry experiences and from various regional hubs to share why the Distance Diploma would help them in their context.
As a result of our involvement, the partnership was further clarified and a strong message and brand was formed, ensuring consistency and cut through in all marketing activity. It has generated much interest in the course and student numbers are growing.
"Capacity Builders helped us clarify what we were hoping to achieve in this project and how to best go about communicating that. The strategy and ideas that were proposed have given us a strong direction that we are keen to continue to develop in the future." Rev Graham Stanton Principal Anglican Youthworks College
