Developing Visual Strategies

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SKI TRAIL MAP STUDENT MINISTRY

As a youth pastor in Colorado, we wanted to find a way to visualize the strategy of our ministry to students. In Colorado, everyone understands ski maps. So, we created a ski trail map to picture our vision.

There are four peaks: • Peak 1 - Green - Beginner Runs • Peak 2 - Blue - Intermediate Runs • Peak 3 - Black Diamond - Advanced Runs • Peak 4 - Double Blacks - Expert Runs Each “run” represented a program or resource we offered students and their families.

On the green runs the “bunny hill” was the SouledOut Service, our weekend service for students. For some students, their entire personal spiritual growth plan was the bunny hill. We challenged them that everyone starts there, but no one stays there. At the bottom of the green runs, they have a choice. Keep skiing the bunny hill, or get on the next lift. This would take them up the mountain to the blue runs, black diamond, and eventually the double blacks.

We challenged students to create a spiritual growth plan for the next few months using the ski trail map. We said, “No one takes the same route down the mountain so plan to use the runs that fit your family and situation.”

We also said, “No one will do every run, but don’t just ski one part of the mountain.”

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ENGAGEMENT PIPELINE PARTNER

In the corporate world we talk about a “Sales Pipeline,” which usually resembles a small funnel. The idea, being we move potential sales down the funnel until the deal is done.

In launching a nationwide engagement tool with churches, we decided to create a pipeline. Instead of using the traditional funnel, we thought, “Why not create an actual pipeline with valves, gages, and leaks?”

The result was an incredibly powerful tool that generated an amazing strategy.

The key is in the color. Red means we controlled the valve, or gage. Blue means the potential partner controlled it.

The potential partners came in the funnels on the upper left. Indirect leads came through Facebook, direct mail, or advertising. Direct leads came from our contact list.

• There were five valves. The only one we controlled was the cold call contact. Every other valve was in the hands of the potential partner as to whether they would “open the valve” or not.

• There are leaks everywhere. We can’t control the leaks, but we can measure them, and have a tool/strategy (the wrench) to fix those leaks.

• The outflow from the pipe represented the number of churches that completed the four weeks of our Flipped Curriculum.

This type of pipeline can be used to develop key strategies in any ministry or organization. For example, imagine a church team and using a pipeline to develop their strategy for taking in visitors and moving them through a process of becoming a fully devoted follower of Jesus Christ.

Flipped Partner Engagement Pipeline STRATEGIC MARKETING

INDIRECT LEADS

DIRECT LEADS

# of ministries responding to bulk marketing

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# of people/ministries directly contacted by Biblica staff

WEB CONTACT

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PRIORITIZING LEADS STRATEGICALLY

PERSONALLY TARGETED CONTACT

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= Control Valve What needs to turn/open to move people/ministries to the next stage

= Partner Controls It is up to to the partner(s) to turn/open/close

= Volume Gage The total number of people/ministries impacted/influenced

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GIVE-AWAY AFRICA TRIP FOR PASTOR

= Pipe Wrench Key strategy to fix where we are loosing people/ministries

WEB TRAINING CERTIFICATE # WHO COMPLETE WEB TRAINING COURSE

# WHO SIGN UP TO LAUNCH FLIPPED

PERSONAL DEMO WEB DEMO

= Preasure Gage The sign by which we measure how many people/ministries are in each stage.

WEB TRAINING

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= Biblica Controls It is up to Biblica to turn/ open, measure, or fix

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PARTNER SIGN-UP

SUCCESSFULLY IMPLEMENTED GLOBAL ENVELOPES TOTAL FUNDS RAISED FOR R4L

# WHO SHARE BASIC INFO ON WEB SITE GIVE-AWAY FORM (iPAD MINI)

# of ministries that complete four weeks of Flipped Curriculum

SOCIAL MEDIA STRATEGY

TRANSPORT MAP SOCIAL MEDIA

This visual strategy brings new meaning to the term, “Information Super Highway.” In developing our social media strategy for Reach4Life, Biblica’s Global HIV/AIDS program, we decided to use a subway, or transport map.

Our goal was to get people to the airport. The airport had two runways we wanted to launch people with: 1. R4L Engagement - discovering God’s heart for those most vulnerable to HIV globally.

2. R4L Funding - practically funding R4L globally.

To get people to the “airport” we had several “Subway Lines.”

• The “Red Line” was the social media line. The target of this line were individuals. This included various social media resources we would use to engage individuals.

• The “Yellow Line” was the Youth Pastor LIne. This line was geared towards ministries and churches and engaging them with the R4L project.

• The “Blue Line” was the Video Line. The focus of this line was to create engaging video-based content to tell the story of R4L and what was happening globally through the program.

The beauty of this visual tool is it forced us to strategically and think through how social media, video resources, and ministries fit together in a focused, overall strategy to accomplish the two goals of engagement and funding.

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R4L SOCIAL MEDIA TRANSPORT MAP

VIRAL

PARENT & FAMILY GPS FOCUS ON THE FAMILY

This visual strategy resulted from some consulting Brian did with Focus on the Family. It was a tool to picture strategy for the various resources FOTF offers parents and families.

The key is for parents to identify where their “current location” on the GPS is (age and stage). Once they’ve identified age and stage they can engage with the resources and tools FOTF offers.

This is a good tool to reveal gaps in strategy. For example, this tool helped FOTF Parent & Families ministries to see how they were neglecting some ages and stages in their programs.

GPS KEY

CURRENT LOCATION

Start by identifying where your family currently is on the route.

Age and Stage Marker

Radio Broadcast

Call Line

EARLY STAGES (0-3)

TEEN (13-15)

LATE TEENS (16-18)

Resource

DISCOVERY YEARS (4-7)

TrueU

Focus on the Family Broadcast

Preparing 4 Adolescence

Odyssey Adventure Club Adventures in Odyssey

Family Help Line & Counseling Services

COLLEGE YEARS (19-22)

Expectant Parenting Curriculum

Clubhouse

TWEEN (8-12) Boundless

Launching into Adulthood Focus Bookstore

Focus Leadership Institute

YOUNG ADULT (23-35)

EXPECTANT PARENTS

RESOURCES FOR THE ENTIRE JOURNEY

Focus on the Family Broadcast

Focus on the Family Broadcast

Mom Matters Blog

Dad Matters Blog

Thriving Magazine

Everyday Relationships Broadcast

PAINT BUCKETS VISIONARY PROCESS

These paint buckets were developed as Brian was attempting to standardize a process he would use for visual thinking with groups. It reveals the process Brian takes groups through in developing a visual strategy.

The theme of paint buckets was chosen because vision is ultimately about painting a picture of the future, and designing a plan for how we’ll get there. The process is simple: 1. Catch the Vision - catch the vision of the process, meeting, off-site, and why we are doing it.

2. Explore the Reality - explore the reality of where we are, or where the organization is.

3. Dream Big - brainstorm about where we want to go, what could we accomplish.

4. Create Strategies - identify strategies we could take to go from where we are to where we want to be.

5. Implement Blueprint - Action steps to move forward with the “blueprint” design of the day.

In a sense, the group is the “architect” of the vision. The process ends with an actual “blueprints” the group has designed to move forward.

iPAD TOOLKIT EVANGELISM

While working at Colorado Christian University, President Bill Armstrong gave me a simple challenge—to lead the Year of Evangelism. This meant two things: 1. Train every student, faculty, and staff member to share their faith, and give them opportunities to practically do it.

2. Equip pastors around the state so that every person in Colorado had the opportunity to hear the gospel.

A key part of this strategy was a 200 page notebook that we provided to thousands of pastors and churches around Colorado we called “The Evangelism Toolkit.” The thinking behind this tool was to create a resource that could be relevant to a variety of ministries and churches regardless of circumstances or style.

Thus, the theme for this toolkit became the visual strategy of a tablet with apps. The picture to the right was the front cover of the toolkit. The entire toolkit was divided by tabs representing sections represented by the “apps” on the front.

If a pastor needed an expert in evangelism to come train his congregation, he could simply use the “Speaker Resources App” and turn to that section in the handbook.

If they needed practical tools to equip his congregation with, he could use the “Evangelism Tools App” and turn to that section.

CCU

THE YEAR OF EVANGELISM

CCU Strategy Map

Launch Guide

Evangelism Tools

Training Resources

CCU Objectives

Message Tools

Speaker Resources

CCU Conference

Small Group Tools

Podcast Resources

5% YOE Network

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Timeline Guide

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5% Vision

Follow up Tools

Student Resources

Regional Events

Tools

Resources

Connect

Example of Visual Strategy Š2014 Brian Carlson