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Lutheran Church Extension Fund (LCEF) marketing resources for Lutheran Church—Missouri Synod (LCMS) schools
Challenge
Increase overall school enrollment nationwide by providing LCMS schools direct-marketing resources they can use in conjunction with a mailing-list service we already provide.
Solution
Develop resources that consistently communicate a strong brand image for LCMS schools and make them available online. These resources must:
- Enable schools to reach the prospective student market with the right message; must communicate “quality.”
- Be customizable, with minimal involvement by LCEF corporate marketing staff.
- Be produced and delivered cost-effectively within constrained school budgets, i.e., be offered at a reasonable price to the schools.
Approach
- Create four separate branding campaigns, each with corresponding marketing pieces.
- Make each campaign available to three target markets (based on age demographics).
- Implement and launch an on-line ordering system, enabling users in their network to order print collateral and turn-key direct-mail campaigns targeting a demographic arena, all while allowing LCEF corporate to manage the brand image, track volume activity, and view inventory at a glance.
Results
- A professionally designed and fresh image adding to increased marketability of LCMS schools.
- A flexible system allowing users to import variable content without compromising the brand image that corporate has established.
- A streamlined purchasing process enabling our vast network of users to take advantage of our new on-line ordering system for all of their marketing and print collateral. This has resulted in increased accuracy, quicker turnaround times, and an improved corporate image among users.
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