Case Study

Project Overview

For over a decade, the Wheaton College Billy Graham Center has hosted the Amplify Conference, an annual gathering of leading and emerging voices in Christian evangelism research and methodology. Recognizing a drastic shift in culture, the Billy Graham Center engaged Craft & Motion to clarify the conference's target audience and develop a marketing campaign to reach it.

Our Approach

Our team began with a series of strategic discovery sessions to review the beginnings and history of the Amplify Conference before evaluating the current alignment to the original vision. This process ultimately led to naming a new target audience - "forward-focused church teams." This allowed our team to begin creating a profile of the key demographic.

Armed with this data, three concepts were developed for a re-brand. A direction was chosen in partnership with the Billy Graham Center team and developed into a full brand package including brand identity, guidelines, messaging and tone of voice, brand story, marketing collateral, and digital assets. Craft & Motion also developed and executed an email marketing campaign leading up to the annual conference.

Key Results

In just a few months, the strategic repositioning and targeted messaging ultimately led to the conference's first ever sold-out gathering. Examining the conference attendees showed the clear beginnings of reaching the newly defined target audience and solidified its position as a premier gathering of church teams focused on the future of evangelism.

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Learn more at WheatonBillyGraham.com.