COMMUNICATIONS TOOLKIT FOR NAOS
ALPHA FILM SERIES
CONTENTS
03
04
05
WELCOME
PRODUCT INFORMATION
MEASURES OF SUCCESS
06
07
08
GLOBAL LAUNCH PLAN
ALPHA FILM SERIES CHAMPIONS
COMMUNICATIONS PLAN
10
11
12
QUESTION MARK
TAGLINES
SAMPLE TWEETS
14
16
FAQS
APPENDIX
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WELCOME
Alpha like you’ve never seen it before. The Alpha Film Series is an exciting new resource designed to help the audience begin life’s greatest adventure—encountering Jesus through Alpha. Repackaged for today’s audience, the Alpha Film Series is emotive, engaging and epic in scale and scope. Nicky Gumbel and two new presenters, Toby Flint and Gemma Hunt, walk the audience through Alpha in a way that everyone can relate to. The beautifully shot episodes feature stories across all major denominations, interviews from all around the world, visual illustrations and motion graphics. Our aim is to inspire churches and young leaders to use the Alpha Film Series to #RunAlpha, in collaboration with the Global Alpha Campaign 2016, which will invite guests to #TryAlpha in their local church and various other contexts. This document will serve as a helpful guide for you to communicate the Alpha Film Series to your churches and Alpha leaders. Join us in launching it in April 2016 and creating a wave of attention all across the globe.
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PRODUCT INFORMATION
TARGET AUDIENCE. Alpha can be run by anyone, for everyone and in any context—and likewise with the Alpha Film Series. Our aim is for the product itself to reach our target Alpha demographic, the next generation— with the 24-year-old urban male as an example of our target guest audience—although it is definitely not exclusive to them. We are also targeting younger Alpha leaders, who will use it to run Alpha with their peers. Additionally, the Alpha Film Series is perfect for church leaders who in the past haven’t felt that Alpha is right for their sphere, providing them with another option with which to run Alpha.
NO CHARGE. The Alpha Film Series (English version) will be free for download on Alpha Builder, at Alpha.org/Run, and on the Run Alpha App from April 2016. The Alpha Film Series will be available for free in Spanish, Arabic, Mandarin and Hindi from September 2016, via countries’ Squarespace sites on a new, more integrated locked resources page.
FIFTEEN EPISODES. The Alpha Film Series will cover all the traditional content that the current Alpha materials do. There are fifteen episodes (30 minutes each), one introduction to the Alpha day/weekend (10 minutes) and two training videos (30 minutes each). While we recommend that Alpha be run in eleven weeks, we understand that Alpha for Students is generally run in eight weeks and are currently coming up with an adaptation for this context (see FAQs).
DELIVERY SCHEDULE. There will be a staggered release of the English episodes, with two episodes coming out every week, starting in the beginning of April 2016. The complete masters of the episodes and the introduction to the Alpha day/weekend will be delivered in the last week of May 2016. The date of delivery for the two training videos will be announced later. The DVD will be launching in December 2016.
TRANSLATING SCRIPTS. While only the English version of the Alpha Film Series will be launched in April 2016, we are working on translating it into Spanish, Arabic, Mandarin and Hindi. There will be a staggered release of these versions from September 2016. For additional languages, the transcripts will be made available at the same time as the episodes, when NAOs can start translating them. Please contact us at comms@alpha.org if you would like to get involved and translate it for your country.
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MEASURES OF SUCCESS
TARGET AUDIENCE
NEW COURSES
AVERAGE AGE
Success for us broadly means that we are reaching our target guest audience of the next generation with the Alpha Film Series, in all contexts all around the world.
In 2014, 2.5 million people around the world tried Alpha. Our goal is to hit 2.7 million with the additional 200,000 guests from courses using the Alpha Film Series in the next year.
We would like to see the average age of new Alpha leaders and hosts go down to under 30 years old, as a result of our engagement with the next generation of church leaders.
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GLOBAL LAUNCH PLAN
WHEN: 14 April 2016 WHERE: Kuala Lumpur, Cape Town, London, Los Angeles, Vancouver, Australia—and anywhere else where National Alpha Offices would like to participate.
The Alpha Film Series will be launching globally on 14 April 2016, across several continents on the same day to create a wave of attention. It will also be released in an easily accessible format digitally to ensure maximum reach.
Please contact us at comms@alpha.org if you would like to get involved.
EVENING OVERVIEW The evening will run like an Alpha—with food, a short video and a panel discussion. The audience for the global launch event will be:
WELCOME RECEPTION: The evening will begin with food and drinks for guests to mingle and network with each other.
• Key English-speaking churches from each region (Africa, Asia Pacific, Europe, Latin America, Middle East, UK and US/ Canada). NAOs can replicate the same launch model for churches that speak other languages, when the AFS is translated into their languages. • Key Alpha leaders and helpers. • Any high net worth donors, board members and VIPs.
PREMIERE SCREENING: Guests will be ushered into the cinema viewing room. A video from the previous launch event(s) will be played. Guests will then watch the first episode of the Alpha Film Series. The trailer for the Global Alpha Campaign 2016 (with Bear Grylls) will be played as an advertisement interlude. PANEL DISCUSSION: After the viewing, we will host a panel with Nicky and Pippa Gumbel in KL, Toby Flint and Gemma Hunt in London, and the director and producer in LA and Vancouver. The floor will also be opened up for further Q&A. Other options for panelists include Regional Directors, National Directors and key Alpha leaders.
THEME: Red, black and gold colour scheme. SUITABLE VENUES: Either churches, trendy cinemas or pop-up cinema venues (e.g. rooftops and parks). FOOD AND DRINK: Canapés and prosecco at the welcome reception, and popcorn and candy floss for guests to snack on while watching the first episode.
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ALPHA FILM SERIES CHAMPIONS
AIM: To capture early adopters for the Alpha Film Series and identify strategic influencers globally, who will be our biggest champions to old and new churches to run Alpha.
ALPHA FILM SERIES CHAMPIONS include:
THE INSIDE TRACK is a monthly newsletter that allows us to build enthusiasm with key church leaders and ensure all communications is clear and consistent.
NAOs can use the Inside Track either by creating their own sign up page, using our sign up page (Alpha. org/InsideTrack) or incorporating the language into already existing newsletters.
With your own sign up page, you can start building a database of early adopters who sign up to receive exclusive sneak peeks about the Alpha Film Series and Global Alpha Campaign 2016.
Each region will also identify ten to fifteen key English-speaking churches (early adopters), of which at least one is a Catholic parish, and invite them to the global launch in April.
These churches will run Alpha using the AFS in the April/May term. They will then write blog pieces to encourage others to use it too, in September when the GAC launches.
Additionally, we will look to engage social media influencers and advocates around the world, especially to support our regional Thunderclap campaigns in April.
• NAOs • Churches • Communications influencers and advocates (esp. on social media).
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We will initiate and scale momentum by empowering this network from January 2016 to January 2017 to champion the product within their respective channels.
NAO COMMUNICATIONS PLAN
FEBRUARY 2016 Please note that this is the communications plan for the English version of the Alpha Film Series, which will be launching in April. If a version in another language is most effective in your country, and it will not be available until after April, please feel free to dip in and out of this plan, and engage with it as you deem fit.
MARCH 2016
APRIL 2016
Influencers
Websites
Influencers
Launch
• Identify your AFS champions including social media influencers and advocates in your country/region. Influencers are Christians who have a large number of followers and see a lot of engagement with their posts. They might or might not be already following our Alpha accounts. Advocates are people who are actively engaged with Alpha on social media. They follow us and often like, retweet and share our posts. They might or might not have a large number of followers.
• Get your Alpha websites AFS-ready with our global Squarespace template or by using content from Alpha. org/AlphaFilmSeries.
• Let influencers and advocates know about your region’s Thunderclap campaign. Encourage them to take part in the Thunderclap and get their followers to take part as well.
• Share AFS launch images/tweets/videos live. You can hold a live Twitter viewing of the first AFS episode by getting hosts and panelists (e.g. Nicky, Toby, Gemma, director, producer, etc.) to tweet their comments, any backstage facts, behind the scenes jokes, etc. as they are watching the episode at the launch.
• Add influencers to a private list on Twitter (see Appendix) and engage with their tweets. • Find out how you can contact them (via email, phone calls, in person). • Let Alpha International know who is on your list so we don’t have lots of people contacting them. • Contact your influencers and advocates about partnering with us to promote AFS on social media.
Thunderclap • Start planning your region’s Thunderclap campaign. There will be three different campaigns for Asia Pacific, UK/Africa/ EU and USA/Latin America/Canada, launching at the same time as your region’s AFS launch on 14 April 2016.
Accounts • Change your cover and header images on all accounts to display AFS key art.
Thunderclap • Look into boosting posts on Facebook/ creating Facebook ads.
• Launch Thunderclap campaign on 14 April 2016.
Videos
Thunderclap
Videos
• Retweet and share the behind the scenes videos and promo videos from Alpha HQ.
• Encourage all followers and all Alpha staff to join the Thunderclap campaign.
• Retweet and share 30-second clips of each episode from Alpha HQ as they are released.
Message
Videos
Message
• Theme: Alpha across denominations and contexts. We will share posts/images of key Catholic figures/Protestant church leaders/ prison chaplains etc. endorsing Alpha and the AFS, as well as behind the scenes images of the AFS being filmed in different churches and contexts.
• Retweet and share the full-length trailer video from Alpha HQ.
• Theme: Alpha is about people and relationships. We will profile each crew member and everyone involved in the AFS, including Nicky, Toby and Gemma. We will also share behind the scenes images with the presenters, interviewees, HTB congregation, etc.
• Encourage your influencers and advocates to start engaging with your posts about the AFS.
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Message • Theme: Alpha across the world. We want to show our followers how global and epic the AFS is. We will share behind the scenes images and location shots of AFS being filmed all around the world.
NAO COMMUNICATIONS PLAN
MAY – AUGUST 2016
SEPTEMBER 2016
Key churches
Global Alpha Campaign
• Share images, stories, testimonies, endorsements, etc. from key churches using the AFS in the April term, on social media and on your Alpha websites. You can hold physical gatherings with your Alpha leaders, which might make getting feedback about the AFS easier for you. Videos • Retweet and share 30-second clips of each episode from Alpha HQ as they are released. Message • We want to inspire more churches to use the AFS in September. The message is that the AFS will serve as a vital new resource for churches all around the world and guests will see Alpha presented in the highest quality format.
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• Launch of Global Alpha Campaign.
QUESTION MARK
We have an Alpha question mark specific to the Alpha Film Series, which we would love for you to use in all Alpha Film Series-related material, in the same way that you would use any Alpha question mark. Please refer to the Brand Guidelines on the Hub if you have any questions about our branding. The design files for the Alpha FIlm Series question mark are also up on the Hub, on the Alpha Global site. Please contact us at comms@alpha.org if you require access to the site.
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TAGLINES
ALPHA LIKE YOU’VE NEVER SEEN IT BEFORE. This is particularly useful for churches that already know and run Alpha. It should help churches that are looking to refresh their Alpha get excited about running it with a new resource. This tagline will be used to build excitement and gain momentum, and will be used until April 2017.
BEGIN THE GREATEST ADVENTURE. This tagline is global, timeless and can be used infinitely. It can be used instead of, or in conjunction with, the first timeline. It is most helpful when used with churches that have never run Alpha before and may be unsure what Alpha is. It also ties in well with the Global Alpha Campaign 2016, which will be launching in September 2016.
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SAMPLE SOCIAL MEDIA POSTS
// JANUARY 2016 • 2016 is shaping up to be an exciting year for Alpha. Get ready for the #AlphaFilmSeries. • Take a look at the first ever Alpha News from August 1993! #ThrowbackThursday #AlphaFilmSeries • We’ve filmed Alpha in a new way. The #AlphaFilmSeries will take you on an epic journey. #TryAlpha • Alpha began to run worldwide in the 1990s. By 1999, one million people had tried Alpha. #ThrowbackThursday • The #AlphaFilmSeries is Alpha like you’ve never seen it before: http://bit.ly/AlphaFilmSeries-BTS • Alpha has always been at the forefront of technology. #ThrowbackThursday #Nokia3310 • We’re going digital with the #AlphaFilmSeries with episodes available online in April. Definitely better than Netflix. • In 1994 we filmed Alpha for video. In 2016 you can stream the #AlphaFilmSeries on your phone. #ThrowbackThursday
// FEBRUARY 2016 • You can #RunAlpha with the #AlphaFilmSeries in any church and any context. Catch the series from April. • “What I like in all that I have seen and heard about Alpha is the simplicity.” @KardinalWien #AlphaFilmSeries • We are honoured to have @KardinalWien, Cardinal Schönborn, talking about the Church in the #AlphaFilmSeries • Alpha runs in prisons in over 65 countries all over the world. Hear some of these stories in #AlphaFilmSeries • The #AlphaFilmSeries captures stories from many different denominations and contexts. You can run Alpha everywhere. • We spoke to Paul Cowley MBE about Alpha in prisons and the military. Catch his interview in the #AlphaFilmSeries • It was fantastic to film @nickygumbel presenting in the iconic @StPaulsLondon #AlphaFilmSeries #ThrowbackThursday
// MARCH 2016 • The filming of #AlphaFilmSeries has been an epic adventure. Alpha.org/AlphaFilmSeries • Filming for the #AlphaFilmSeries began in Canada, where they captured British Columbia’s breathtaking landscape • In the UK we filmed in @HTBChurch, hung out with theologians & explored trendy East London streets #AlphaFilmSeries • In Paris we filmed Toby and Gemma presenting on the streets in the City of Light. #AlphaFilmSeries. • In November the #AlphaFilmSeries crew travelled to the Holy Land to explore the life of Jesus http://bit.ly/AFSIsrael2 • In Hong Kong we tasted egg tarts, climbed up Victoria Peak and explored the city streets. #AlphaFilmSeries • To capture the story of Jose Henriquez, the #AlphaFilmSeries team trekked over the Andes from Argentina to Chile • The #AlphaFilmSeries crew discovered the Big Apple, in the city so great they named it twice.
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SAMPLE SOCIAL MEDIA POSTS
// APRIL 2016 • #Thankyou to the incredible team who created Alpha like you’ve never seen it before. #AlphaFilmSeries • #HiHaveYouMet Gemma. She’s an award-winning TV presenter and presents the #AlphaFilmSeries http://bit.ly/AFSGemma • #HiHaveYouMet Toby. He’s an @HTBChurch curate and one of our #AlphaFilmSeries presenters http://bit.ly/AFSToby • #HiHaveYouMet Jim. He has almost 100 film credits and is our #AlphaFilmSeries producer http://bit.ly/ AFSJim • #HiHaveYouMet Dan, #AlphaFilmSeries director. He also directed the #AlphaYouthFilmSeries http:// bit.ly/AFSDan • #HiHaveYouMet Tim. He used his experience from over 100 productions to record the sound for the #AlphaFilmSeries. • For the #AlphaFilmSeries we have captured the stories of people whose lives have been changed by faith. • Hear @juliaimmonen, double world record Atlantic rower, tell her story in the #AlphaFilmSeries • We were privileged to interview Jose Henriquez, one of the 33 Chilean miners, for the #AlphaFilmSeries • For the #AlphaFilmSeries we caught up with former International Rugby Union star @ugomonye at the @QuinsRugbyUnion. • “Every piece of it comes together to make this incredible story” @AlGordonTV, #AlphaFilmSeries Executive Producer
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FAQs
Is the Alpha Film Series free?
Is there an official description of the Alpha Film Series we can use in communications with Alpha leaders and churches?
Yes, it is free for digital download on Alpha Builder. Yes, it is: The Alpha Film Series is an updated, relevant and engaging resource designed to take the audience on an epic journey exploring the basics of the Christian faith.
Who is the Alpha Film Series for?
Our Inside Track newsletters also contains all the official language to use regarding the Alpha Film Series. Please sign up to receive it at Alpha.org/InsideTrack. Past Inside Track newsletters and image files can be found on the Hub, on the Alpha Global site.
Although our goal is to reach younger Alpha leaders and guests, anyone can use the Alpha Film Series to run Alpha.
How will Alpha Film Series co-exist with the Alpha Youth Film Series?
This Communications Toolkit and the Alpha Film Series microsite (Alpha.org/AlphaFilmSeries) also contain the official language.
The Alpha Youth Film Series is intended for the youth, while the target audience of the Alpha Film Series is the 24-year-old urban male. We know that older demgraphics would also love either product, so feel free to use the appropriate resource for the appropriate audience.
Where can I find all the images I can use to promote the AFS? All images for social media, Inside Track, your Alpha websites and used in this toolkit can be found on the Alpha Hub, on the Alpha Global site.
Will the small group questions be integrated into each episode as they are in the Alpha Youth Film Series?
Are there any website articles on the making of the series that we can be posting over the next few months to build momentum?
No, questions can be found in the Alpha Team Guide.
Please feel free to use the content in the Inside Track newsletters and on the Alpha Film Series microsite (Alpha.org/ AlphaFilmSeries)—these can be easily popped onto your Alpha websites. We are also coming up with a standard Squarespace landing page that will be saved as draft in your Squarespace websites. Please contact us at comms@alpha.org if you have any further questions about this.
What are the titles for each episode? The Alpha Film Series will cover all the traditional content that the current Alpha materials do. There will be fifteen episodes (30 minutes each), one introduction to the Alpha day/weekend (10 minutes) as well as two training videos (30 minutes each). • Episode 1: Is there more to life than this? • Episode 2: Who is Jesus? • Episode 3: Why did Jesus die? • Episode 4: How can I have faith? • Episode 5 : How and why should I pray? • Episode 6: How and why should I read the Bible? • Episode 7: How does God guide us? • Episode 8: Who is the Holy Spirit? (Weekend talk 1) • Episode 9: What does the Holy Spirit do? (Weekend talk 2) • Episode 10: How can I be filled with the Holy Spirit? (Weekend talk 3) • Episode 11: How can I make the most of the rest of my life? (Weekend talk 4) • Episode 12: How can I resist evil? • Episode 13: Why and how should I tell others? • Episode 14: Does God heal today? • Episode 15: What about the church?
Will there be any key art to promote the Alpha Film Series and when will it be ready? Yes, on 1 March 2016. We will be designing the official poster, DVD cover, as well as everything you need for the launch including invitations and the programme. Until then, we have all the social media images up on the Hub, and you can use all the images on our Alpha Film Series microsite (Alpha.org/AlphaFilmSeries).
When will promo videos be completed so that countries can translate/subtitle them? We will have three behind-the-scenes videos (filming outtakes with Toby and Gemma, and interviews with the crew) released to NAOs from January. A full trailer will be out in March 2016.
Is dubbing/subtitling the promo videos and trailers something that Alpha HQ is doing, or something that NAOs are responsible for? NAOs, but please contact your regional office to see if they already have plans to translate these resources for you.
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FAQs
What are the plans for having this completed in other languages?
Do you have a rep for DVD’s or USB’s as an international price?
Both transcripts and the English version of the episodes will be released in April (staggered release), following which, the regional offices will start to translate them into Mandarin, Spanish, Arabic and Hindi. Translated episodes will be released from September 2016. If you would like to translate it into other languages, please contact us at comms@alpha.org.
We will but we don’t yet have one.
What files will be available for NAOs to translate it into other languages?
Will all the launch events be linked i.e. via Skype, live video streaming, etc.?
Everything you need! All master files, split sound files and split graphics files.
Because of the different time zones, unfortunately not. But we are encouraging everyone at the different locations to say hi and welcome the world to the global launch of the Alpha Film Series. These will be filmed and sent round to the countries/regions involved to play at their launch event.
When will the DVD artwork be completed? Post launch. TBC exact date.
Will the first episode be available for NAOs to translate it in time for the launch on 14 April 2016? Yes. Please contact us at comms@alpha.org if you would like to do so and participate in the global launch.
What is the official hashtag for the Alpha Film Series and the launch?
Will there be English subtitles on the episodes?
#AlphaFilmSeries, but feel free to also use (in conjunction with the first one) #RunAlpha and #AlphaGlobal.
We are working to get the transcripts and English subtitles out to you following the release of the episodes from April 2016.
Will there be endorsements by church/ministry leaders available for us to share on social media?
Will there be an eight-week version?
These will be collected by the regional offices/NAOs at the launch events and after. Key church leaders, known as the AFS Champions, will run Alpha using the Alpha Film Series in the May term and then write blog pieces/endorsements to encourage others to use it in September when the Global Alpha Campaign launches. These will appear on Alpha.org/AlphaFilmSeries, your Alpha websites and on social media where appropriate.
No, we recommend that churches use the Alpha Film Series to run Alpha in eleven weeks. But for Alpha for Students, which is run in eight weeks, we are identifying an adaptation that will work for this context.
When will the training videos be released? Are any sneak peek Instagram videos being made?
The delivery dates for the two 30-minute training videos are TBC, but most likely not until after the delivery of all episodes.
Instagram videos will be cut from the longer length behind-thescenes videos, teasers and trailer.
Will the Alpha Guide and Team Guide be redone in time for the Alpha Film Series launch in April?
Will there be any Thunderclap campaigns for the launch?
Yes, but only the English version of the guides. Additionally, the Team Guide is being written so that it can be used with both the Alpha Film Series and Alpha with Nicky Gumbel.
Yes, there are plans to have several Thunderclap campaigns launching across the world on the same day, with the time of the Thunderclap launch to coincide with the physical launch events.
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APPENDIX
MAKING A TWITTER LIST After you’ve identified your Alpha Film Series Champions, including your social media influencers and advocates, we recommend adding them to a private list on Twitter. This would be an easy way for you to engage with their tweets and follow up with them about the Thunderclap campaign for our launch.
1.
Go to the options on the top right of your Twitter profile and select ‘Lists’.
2.
Click on the button ‘Create new list’.
3.
Name your list and make sure you set it as ‘Private’. Then save it.
4.
Add users to your list using the search function.
5.
You can also add users to a list on their Twitter profiles. Click on the gear symbol and then ‘Add or remove from lists’. Please email comms@alpha.org if you have questions about Twitter lists, we’re always happy to help!
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