After launching Proclaim a year before, the Archdiocese of Vancouver continued with part two of their plan: a brand made to nurture people in their own personal journey with God.
Our original strategy was still the same. We wanted to ignite disciples to proclaim Jesus and to do this well it meant nurturing people in their journey.
Proclaim provides a specific resource to mobilize disciples to be on mission while Behold would be a place for all people to connect with the community and God in a deeper way.
We wanted to welcome people in and help normalize relationship with Jesus. The brand came to life on Tilma, with a website and content library filled with resources to help nudge the user along in their journey.
The content is more than just a good read or an interesting video, but a pathway for people to engage with ideas and eventually connect them with a ministry. Using the Tilma tool, we were able to use content to nudge individuals deeper in their faith journey.
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We partnered with content creators all over North America who were already doing great things with their own platform. Pulling in this select content for our audience supplements weekly original articles from Behold and covers key topics like hearing God’s voice, identity, purpose, and more.
The editorial team for Behold consists of writers from all over. Our editor worked with each writer on a monthly basis, building content that helped engage the local community and move people towards upcoming ministry opportunities.
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A big part of our strategy is was speaking to people’s fears and questions—what matters most to me? Am I living with purpose? How do I raise resilient kids? How do I foster a healthy marriage? We interviewed and filmed three stories of real people in our community who had discovered the answers to these questions: more of Jesus.
Each piece of content leads to ultimately connecting with people in real life—like getting involved in an Alpha or a Discovery group. These studies were being run by the Proclaim community across Vancouver. People could also get involved in local events, online workshops, Catholic counselling, Archdiocesan ministries, and more.
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Celebrating the birth of the Church felt like the perfect time to launch what we hoped would be a new beginning for the Church in Vancouver.
We pushed social media advertising, news articles, and the audience already established on the Archdiocese social channels. Behold took over the channels of the Archdiocese and we created new channels strictly used for news and official updates.
Weekly articles, newsletters, and online events were our way of reaching people and engaging them in the faith—even if we couldn’t gather in person. And it was hitting a chord with people.
Online workshops saw an exponential increase in attendees and newsletter open rates were beating the industry averages by almost 25%. Behold writers were all of a sudden starting conversation with friends outside the Church, finding new opportunities to a conversation about faith through their published stories. God was stirring something in people’s hearts.
Vancouver, British Columbia
Columbus, Ohio
