the table FOCUS MINISTRIES COMMUNICATION PLAN
Justin Brannon 121 W. Hartman Stillwater, OK 74075 405.503.3968 justin.brannon@okstate.edu Dec. 17, 2010 Mr. Drew Moss Campus Minister 316 N. Husband St. Stillwater, OK 74074 Mr. Drew Moss, Thank you for the opportunity to help create an effective campaign for The Table. The Table is a great outlet for many college students and I appreciate the initiative to expand its communication tactics. Inside you will find various communication tools I feel would correspond with The Table’s objectives. I believe these tools would effectively allow for two-way communication between the organization, stakeholders and your publics. These tools would also attract college students, alumni and donors to your ministry. If you have any questions or concerns, please feel free to contact me. Thank you again, and I look forward to your feedback. Sincerely,
Justin Brannon Creative Director
of contents EXECUTIVE SUMMARY PROBLEM STATEMENT
page 4 page 5
SITUATIONAL ANALYSIS Internal External SWOT Analysis
page 6 page 9 page 10
TARGET PUBLICS
page 11
GOALS & OBJECTIVES Strategy 1 Strategy 2 Strategy 3
page 12 page 13 page 16
TIMELINE
page 17
BUDGET
page 18
APPENDIX
page 19
APPENDIX A Radio Service Announcement APPENDIX B Blog Example
page 20 page 21
APPENDIX C Podcast Example
page 22
APPENDIX D Facebook/Twitter Examples
page 25
APPENDIX E Newsletter Example
page 27
WORKS CITED
page 31
executive summary The Table serves the students of Oklahoma State. The key clients of The Table are college students and Table supporters, mainly churches throughout Oklahoma. The organization is solely ran on donations, with local churches doing most of that support. Drew took over The Table in 2005, establishing a relationship with Sunnybrook Christian. Drew began gaining more support by visiting churches and asking for their support in the organization. Current stakeholders received monthly newsletters with current information about what the organization was doing in Stillwater. The communication plan addresses Oklahoma State University students, both current students and alumni as the sole target public. University students often place their spiritual needs below all other needs, including education, occupation, and socialization. The students are considered a focus solely because The Table’s desire is to help college students love and follow Jesus within the context of their community. The Table communicates through monthly newsletters and seasonal visits to local churches in Oklahoma, but communicaton between the organization, stakeholders, and publics needs to be improved. Currently, The Table newsletter does not allow for effective two-way communication for the parties involved. This communication plan’s goal is to increase awareness of The Table. We plan to achieve this goal using one objective: to obtain 100 new college students as both Table Group Leaders and members by Dec. 2011. This objective will be accomplished with the work of Drew, Scot Irwin and myself. The communication plan takes into consideration its publics and the use of social media. A Twitter and Facebook account will be opened for The Table and Drew will connect to students via blogs, podcasts, Twitter and Facebook. The plan also takes alumni, donors and supporters into consideration by creating a bi-monthly newsletter to keep those publics informed of the developments at The Table.
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problem statement The Table communicates through monthly newsletters and seasonal visits to local churches in Oklahoma, but communicaton between the organization, stakeholders, and publics needs to be improved. Currently, The Table newsletter does not allow for effective two-way communication for the parties involved.
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situational analysis INTERNAL ENVIRONMENT The Table is a part of FOCUS, the Fellowship of Christian University Students. FOCUS is a small non-profit organization, sustained solely by donation. The organization has five ministries, with a ministry led by Drew Moss located in Stillwater, Okla. Drew is also a college minister at Sunnybrook Christian Church, where all of the table group leaders attend and fellowship. Table group leaders are responsible for their small groups, events at The Table, and leader meetings. The Table’s mission is to help students mature in their faith in order to reach the world around them. Simply put, The Table wants to help students love Jesus more and follow him greater. Drew took over The Table in 2005, establishing a relationship with Sunnybrook Christian. Drew began gaining more support by visiting churches and asking for their support in the organization. Current stakeholders received monthly newsletters with current information about what the organization was doing in Stillwater. The Table is seen as Arthur Carmazzi’s leadership enriched culture. People view the organization as an extension of themselves; they feel good about what they personally achieve through the organization and have exceptional cooperation. Individual goals are aligned with the goals of the organization and people will do what it takes to make things happen. As a group, the organization is more like family providing personal fulfillment which often transcends ego so people are consistently brining out the best in each other. In this culture, leaders do not develop followers, but develop other leaders.
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situational analysis INTERNAL ENVIRONMENT Depending on the audience, The Table communicates in a variety of ways. If The Table needs to message table group leaders, Facebook and/or text message is used. To communicate to stakeholders, a newsletter is sent out monthly. If Drew needs to contact a stakeholder individually, a phone call ensues. The only communication from stakeholder to Drew is through phone call or letter. There needs to be another level of communication between stakeholders and the organization besides newsletter. Drew created a website for The Table, but it is only informational and does not improve two-way communication. External key publics include Oklahoma State college students and young adults, ages 18-25. Internal key publics and stakeholders include local churches, alumni and donors. Potential publics include local small businesses in Stillwater.
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situational analysis INTERNAL ENVIRONMENT Competitors • Christians on Campus • Cowboys for Christ • CMI (Campus Ministry International) • Crossover (Countryside Baptist Church College Ministry) • CRU (Campus Crusade for Christ) • FCA (Fellowship of Christian Athletes) • LifeChurch.tv College Life • Navigators • Student Mobilization For The Table to continue to operate successfully, there are non-profit regulations and laws FOCUS and The Table has to abide. The main regulation FOCUS abides by is the documentation of donations, purchases and salaries. The Table must focus on economic issues as well. During economic recessions, The Table receives fewer donations, creating issues for successful operation.
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situational analysis EXTERNAL ENVIRONMENT There is not enough information that is sent to the target public, nor is there information, suggestions, etc. coming back to the organization. Currently, there needs to be greater two-way communication between the three groups involved. The Table needs to reiterate that its sole existence is for the students, and communicate to donating churches how The Table is serving the students. The Table currently communicates through a newsletter, but it doesn’t allow room for two-way communication or more personal information. As both a public and stakeholder, I would like more information about the Campus Minister, his involvement with Oklahoma State Students and current information about the progress of the organization. As a table group leader, I had the opportunity to visit supporting churches with Drew to give them updates about the ministry. From the stakeholders standpoint, there should be more visits to supporting churches and a better way to communicate to Drew.
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situational analysis SWOT ANALYSIS Strengths
• The Table’s office was recently remodeled, creating space to host events
• The front and side lawn of the office was converted into a parking lot, allowing Oklahoma State visitors to park at The Table for a fee during game days
• Strong partnership with SCC (Sunnybrook Christian Church) • Provides unique areas of service to the community
• Campus leader is easily accessible to other organizations and the Stillwater community.
Weaknesses
• SCC members and volunteers only have access to The Table offices • Limited two-way communication between stakeholders, organization and publics
• The only way to hear about The Table ministry is through word-of-mouth and SCC
Opportunities
• Increase in two-way communication using social media tactics • Increase of enrollment at Oklahoma State Threats
• Economic uncertainty
• Competition from other campus ministries and organizations
• Loss in communication between organization and graduating students
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target publics The communication plan addresses Oklahoma State University students, both current students and alumni as the sole target public. University students often place their spiritual needs below all other needs, including education, occupation, and socialization. The students are considered a focus solely because The Table’s desire is to help college students love and follow Jesus within the context of their community.
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objective GOAL: To increase awareness of The Table to Oklahoma State University students. OBJECTIVE: To obtain 100 new college students as both Table Group Leaders and members by Dec. 2011. STRATEGY 1: Host tailgating event during first home game of the 2011 OSU Cowboy football season at The Table Offices. TACTIC: Campus Minister Drew Moss will create a radio public service announcement. BRIEF DESCRIPTION: Mr. Moss will create a radio public service announcement and broadcast the announcement on KXZY Oklahoma State University Radio, The House Radio 89.7 FM, and Cowboy Country Network KSPI 93.7 FM. Because OSU students listen to these radio stations primarily, it will be a inexpensive tactic to communicate to the target public. The radio ad will run three times per day for five days on three radio stations. DEADLINE: Aug. 26, 2011 COST: $2250.00 SPECIAL REQUIREMENTS: Radio public service announcement must be played in full format by the radio station. SUPERVISOR: Creative Director Justin Brannon EVALUATION: The success of the radio PSA will be measured at the event when students are asked how they heard about the tailgating event.
See Appendix A for an example of the radio PSA.
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objective GOAL: To increase awareness of The Table to Oklahoma State University students. OBJECTIVE: To obtain 100 new college students as both Table Group Leaders and members by Dec. 2011. STRATEGY 2: Fill spiritual needs online by the use of social media. TACTIC 1: Campus Minister Drew Moss will create a blog using Blogger. BRIEF DESCRIPTION: Mr. Moss will create a blog to help students begin to think about their spiritual walk during the course of their college career. TIMEFRAME: May 1, 2011 - Dec. 31, 2011 COST: $0 SPECIAL REQUIREMENTS: Drew will need to create and impliment various topics in a series format for the blog. Current Table Group Leaders and volunteers will create awareness of the blog using social media outlets. Contact information will also be circulated at the OSU tailgating event. SUPERVISORS: Campus Minister Drew Moss and College Minister Scott Irwin EVALUATION: The success of the blog will be measured on a bi-monthly basis by using google alerts and using http://bit.ly as a link tracker.
See Appendix B for an example blog post by Drew Moss.
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objective GOAL: To increase awareness of The Table to Oklahoma State University students. OBJECTIVE: To obtain 100 new college students as both Table Group Leaders and members by Dec. 2011. STRATEGY 2: Fill spiritual needs online by the use of social media. TACTIC 2: Campus Minister Drew Moss will create a podcast to post on iTunes. BRIEF DESCRIPTION: Mr. Moss will create a podcast to help students begin to think about their spiritual walk during the course of their college career and gain insight if they are unavailable to meet with Drew one-on-one. DEADLINE: May 1, 2011 - Dec. 31, 2011 COST: $0 SPECIAL REQUIREMENTS: Drew will need to create and impliment various topics in a series format for the podcast. The podcast will be more indepth than the blog, but have same content for consistency. Current Table Group Leaders and volunteers will create awareness of the podcast using social media outlets. Contact information will also be circulated at the OSU tailgating event. SUPERVISORS: Campus Minister Drew Moss and College Minister Scott Irwin EVALUATION: The success of the blog will be measured on a bi-monthly basis by using google alerts, iTunes and using http://bit.ly as measuring tools.
See Appendix C for an example podcast post by Drew Moss.
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objective GOAL: To increase awareness of The Table to Oklahoma State University students. OBJECTIVE: To obtain 100 new college students as both Table Group Leaders and members by Dec. 2011. STRATEGY 2: Fill spiritual needs online by the use of social media. TACTIC 3: Campus Minister Drew Moss will post on Facebook and Twitter. BRIEF DESCRIPTION: Mr. Moss will use social media outlets Facebook and Twitter to reach out to university students by posting links to his blog and podcast. By using these outlets, Drew will also be able to connect with alumni, other ministers and supporters of the ministry. DEADLINE: May 1, 2011 - Dec. 31, 2011 COST: $0 SPECIAL REQUIREMENTS: Drew will need to tweet and post on Facebook on a consistent basis. Drew will look to current Table Group Leaders and volunteers to retweet and repost to create awareness of the The Table to peers. SUPERVISORS: Campus Minister Drew Moss EVALUATION: The success of the posts will be measured by followers and friends and links will be tracked using http://bit.ly.
See Appendix D for example tweets and facebook posts by Drew Moss.
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objective GOAL: To increase awareness of The Table to Oklahoma State University students. OBJECTIVE: To obtain 100 new college students as both Table Group Leaders and members by Dec. 2011. STRATEGY 3: Stay connected with OSU alumni, The Table supporters and donors. TACTIC: Campus Minister Drew Moss will create bi-monthly newsletters. BRIEF DESCRIPTION: Mr. Moss will create bi-monthly newsletters to send to OSU alumni, donors and general supporters of the ministry. The newsletter will include the summarization of events, projects, as well as developments in the lives of college students and Drew himself. DEADLINE: May 1, 2011 - Dec. 31, 2011 COST: $1200 SPECIAL REQUIREMENTS: Drew will need to tweet and post on Facebook on a consistent basis. Drew will look to current Table Group Leaders and volunteers to retweet and repost to create awareness of the The Table to peers. SUPERVISORS: Campus Minister Drew Moss and College Minister Scott Irwin EVALUATION: The success of the newsletter will be measured by donations and contacts made with OSU alumni, Table supporters and donors.
See Appendix E for an example newsletter by Drew Moss.
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timeline MAY 2, 16 - Send out bi-monthly newsletter Blog, tweet and Facebook JUNE 6, 20 - Send out bi-monthly newsletter Blog, tweet and Facebook JULY 11, 25 - Send out bi-monthly newsletter Blog, tweet and Facebook AUGUST 8, 22 - Send out bi-monthly newsletter Blog, tweet and Facebook 26 - Radio PSA is due to radio stations 29 - Radio PSAs are broadcasted on radio stations 31 - Radio PSAs are broadcasted on radio stations SEPTEMBER 2 - Radio PSAs are broadcasted on radio stations 3 - Tailgating event at The Table Offices 5, 19 - Send out bi-monthly newsletter Blog, tweet and Facebook OCTOBER 10, 24 - Send out bi-monthly newsletter Blog, tweet and Facebook NOVEMBER 14, 28 - Send out bi-monthly newsletter Blog, tweet and Facebook DECEMBER 12, 26 - Send out bi-monthly newsletter Blog, tweet and Facebook 17
budget NEWSLETTER 11”x17” Color Pages Both Sides ($.75 x 100) Bi-Monthly Print from May to Dec. (16) Postage for newsletter (no charge for non-profit)
$1200.00
RADIO PSA 30 second radio spot 3 times/day 5 days 3 radio stations (no charge for non-profit) TAILGATING EVENT Food for 150 ($500) Includes tax exemption for non-profit
$0
TOTAL
$1700.00
$500.00
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appendix APPENDIX A Radio Service Announcement APPENDIX B Blog Example
page 20 page 21
APPENDIX C Podcast Example
page 22
APPENDIX D Facebook/Twitter Examples
page 25
APPENDIX E Newsletter Example
page 27
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appendix a PUBLIC SERVICE ANNOUNCEMENT RADIO SPOT DREW MOSS: Hey guys, my name is Drew Moss and I am a Campus Pastor for Oklahoma State University students. I am also the Director of the campus ministry, The Table. I just want to let you know that on Saturday, August the third at twelve thirty, The Table will be hosting a tailgating party for Oklahoma State students. That’s right, free food for Oklahoma State students. We will be catering Bad Brads Bar-B-Que. There will also be games and prizes for those in attendence. So grab your friends and come on out to The Table’s free tailgating party. We’re located at 3-1-6 North Husband Street, diagonal from Panera Bread on Hall of Fame Avenue. The tailgate will kick off four hours before our beloved Cowboys kick off at four thirty. Also come to check out more information about our ministry. If you have any questions or are interested in The Table, give me, Drew Moss a call at 4-0-5-3-3-4-3-8-8-3, thats 4-0-5-3-3-4-3-8-8-3. You can also e-mail me at drew at The Table dot com. Thanks and I’ll see you on Saturday at twelve thirty! Go Pokes!
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appendix b BLOG POST Monday, May 1, 2010
CAUSE AND EFFECT CHRISTIANITY There is a point in the Christian life when we must move beyond “cause and effect Christianity.” In other words, we must move beyond doing things in order to get something in return. “If I give _______ will I get _______ ?” “If I do this... what will God do?” “Does God _______ if I _________?” “Self” is the root of this type Christianity, but it has manifested in one big way: consumerism. Picture yourself shopping for anything from a house to a vacuum. You approach is like a good consumer, focused on what’s best for you. You want the best features, that takes the least amount of work, for the best price. Businesses cater to consumers and bend over backwards to meat the consumer’s criteria. Consumers don’t like to be pushed into anything and like knowing they have options. Now, apply the consumer mentality to your relationship with God -- and you have cause and effect Christianity. Biblical Christianity teaches that God wants you to be consumed by Him, not a consumer of Him. Even obedience can be a form of cause and effect Christianity. “If I obey Him, He will ______ and I will feel _______.” We’re still doing something in order to get a result. My kids are in this stage right now. Most of the time their motivation for obedience is the discipline that follows if they don’t. Some day, I want them to do the right thing because they want to, not because I want them to. God’s the same way. Watchman Nee describes it as the difference between having a “submissive will” and a “harmonious will.” A submissive will obeys out of obligation but a harmonious will delights in doing the will of the Father. Submission to God is good, but as we deny “self” and live by God’s Spirit, He grows and matures us to a place where we love to do what He wants us to do, no matter the “effect” it has on us. Let me know what you think about this topic, I would love to think about this with you guys even deeper. - Drew
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appendix c PODCAST FROM DREW MOSS Hey guys, I want to begin this “Table Talk” podcast with a look over movements. It is interesting how movements begin. I love looking back and seeing how history unfolds. Opportunities arise for people to step up and call their generation to see things differently, to believe accurately and live passionately. Some movements are short-lived while others have a lasting impact. You have micro-movements of subcultures—smaller cultures within the greater culture. You also see macro movements that can change nations or potentially the world. They are led by imperfect people who oftentimes did not necessarily desire to start a movement. God, in His sovereign plan, weaves people into His story to play roles that bring about His purposes. They are bit players in a bigger drama. I have been thinking about a specific group of guys for a long time. I have watched their lives and considered the impact they are having. I have wondered how far reaching their scope potentially could be and marveled at how God has orchestrated their lives for such a time as this. I have often thought about how powerful the gospel is to transform and redeem as I have considered their ways. In short, this group has been an encouragement to me in a way that has caught me off guard. This group consists of four front-line artists who simply don’t want to waste their lives: Lecrae, Tedashii, Trip Lee and Sho Baraka. They are Christian rappers who formed ReachRecords and 116 Clique with a passion to reach this generation with the gospel. It’s not gimmickry. It’s not ego. It’s not hype. They are cultural missionaries who use the medium of rap to share the message of Christ. It’s not unlike a medical missionary using the medium of surgery to win the opportunity to share the message of Christ. They are preachers without a pulpit, teachers without a podium. They are slowly infiltrating the hip-hop culture with turntables and microphones, seizing the opportunity to share the gospel by utilizing their gift as a platform.
continued on next page
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appendix c (continued) I found their calling significant for several reasons. First, they are unashamedly preaching the gospel of Christ. Their music is Christocentric and culturally decipherable. Every song and every lyric points to the Savior in some form or fashion. Every event is a crusade. Every medium is an opportunity to preach. Second, rap and hip-hop is far reaching in scope. Rap music appeals to the innercity teenager as much as it does to the upper-middle class yuppie. This style of music draws from a diverse group of people. It is hard to profile; therefore, their reach is wide. Third, they are African-American role models. The fatherless epidemic has plagued the inner-city and contributes to many of the cycles that continue to bind this segment of society. Here is a group of men being faithful husbands and faithful fathers. Here is a group upholding the worth of marriage and esteeming the role of a father. Here is a group deflecting fame and fortune to show that Christ is better. As they live faithful lives, a generation is watching. Fourth, they are doctrinally solid. On the whole, the African-American church has been strong in faith but weak in doctrine. These men espouse the need for both. They are not watering down lyrics to make them palatable; instead, their lyrics are rich with sound doctrine that teaches the deep truths of God’s worth. They are Christ-centered, not man-centered. They call a generation to forsake worldly pleasures and seek prosperity in Christ alone.
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appendix c (continued) Fifth and finally, their calling reminds me that mine is no different. We certainly have different mediums and spheres of influence, but I am called to unashamedly preach the gospel of Christ. God has placed me in an arena of influence in which I am to be faithful. I am a role model to the next generation. Even if I impact no one else, I will impact my family. I want my wife to marvel at the love of God because of how I love her. I want my children to see a marriage saturated with grace, godliness and goodness. I want to pass on to my little ones the beautiful reality of the Savior and watch them, by God’s grace, pass it along to their own. I want to see chains broken and new branches of a family tree begin. I desire to see our little home play its part well in the drama of God’s unfolding, redemptive story. I want to teach them the rich and deep truths of Scripture. I want our home to be free in the Lord and bound in His love. Regardless of musical taste, we have a lot more in common through Christ. It is stronger than beats or rhythms. It’s a family called the Church and each member is faithfully playing their part. I hope this is much bigger than a movement. I hope it’s a revolution, a gospelcentered revolution. Rap it. Preach it. Live it. Don’t waste your life. Drew Moss
Obviously there are other people contributing to this work and influencing the movement. You should also check out: • Dhati Lewis; twitter.com/dhati and Blueprint Church in Atlanta. • Eric Mason; twitter.com/Emase73 and Epiphany Fellowship in Philly. • Adam Thomason; twitter.com/redrev and The Red Revolution in Dallas. 24
appendix d
tabletalk new blog post up over Christianity at OSU! Check it out here... http://bit.ly/1xvi4yk tabletalk what’s going on in the lives of #OkState students? What can I be praying for? tabletalk #verse of the day: Jeremiah 29:11. Get it from bible gateway. http://bib.gt/468kjv tabletalk don’t forget: tailgating at the Table on Saturday! RT your friends and come out! tabletalk you guys headed to @passion in April? Get your discount tix here http://bit.ly/19ae8eB tabletalk #Christmas Party at the Wedels! RT to your friends and tweet me for deets! tabletalk Thanksgiving Break is here! What are you thanking God for? #blessings #thanksgiving tabletalk @jaybran thanks for the RT! See ya on Sunday morning! tabletalk new blog with @scotirwin from Sunnybrook! Check it out here. http://bit.ly/9v4k49J 25
appendix d (continued) facebook tabletalk don’t forget: tailgating at the Table on Saturday! RT your friends and come out! tabletalk Christmas Party at the Wedels! Invite your friends and wear a tacky xmas sweater! tabletalk new blog with Scot Irwin from Sunnybrook! Check it out here. http://bit.ly/9v4k49J tabletalk Thanksgiving Break is here! What are you thanking God for? tabletalk you guys headed to the Passion Conference in Apr? Discount tix http://bit.ly/19ae8eB tabletalk verse of the day: Jeremiah 29:11. Get it from bible gateway. http://bib.gt/468kjv tabletalk new blog post up over Christianity at OSU! Check it out here... http://bit.ly/1xvi4yk tabletalk thanks for all your help Justin Brannon, See ya on Sunday morning! tabletalk what’s going on in the lives of OkState students? What can I be praying for? 26
appendix e TABLE TALK NEWSLETTER
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appendix e (continued) TABLE TALK NEWSLETTER
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appendix e (continued) TABLE TALK NEWSLETTER
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appendix e (continued) TABLE TALK NEWSLETTER
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works cited Carmazzi’s Leadership Enriched Culture http://cultureevolution.com/leadership_enriched_culture.php Official Information about Non-Profit Organizations http://www.usa.gov/Business/Nonprofit.shtml Oklahoma State Campus Link Student Organizations http://campuslink.okstate.edu/organizations Some Thoughts from a Reflective Christian: Scot Irwin http://scotirwin.blogspot.com/
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