Michaela

Joines
Creative Brief
Creative Brief

Campus Christians
Pittsburg State University

Problem:

Some students have a perception that Campus Christians, as a religious organization, is intimidating
to visit and accessible only to a particular group of students. To be effective, the organization must
embrace a dual role. First, it must distinguish itself as an environment for students to learn and
discuss Biblical teachings. At the same time, the organization must appear accessible to the general
student body by assuring the openness of meetings and building a modern, attractive, and relatable
brand through promotion.

Key Insight:

An open and welcoming group of everyday students who strive to encourage each other, have
wholesome fun, and also find purpose in something greater than worldly success is attractive and
can make a positive difference in a persons life.

Our Goal:

To portray Campus Christians in the following light:

1. Campus Christians isnt a preachy church service. Its message is relatable, current, and
can be understood by college students going through everyday struggles.
2. Its members are not above the general student population. Its a community of normal
college students, representing the full gauntlet of struggles and insecurities that have been
changed by (or who are interested in) the teachings of Christianity.
3. The members do not profess to know everything, nor tout their morality, but have a desire
to learn, share their experiences, and enjoy life with like-minded peers.

Who will we engage?

Students of Pittsburg State who are interested in Christianity, either because they identify with this
religion or because it is attractive to them in some way. These students are often familiar with the
concept of a Christian church, and may or may not have attended one in the past. These individuals
are not necessarily Christians, but have enough interest in gospel teachings and interacting with
students who do identify as Christian to come to a meeting. Since one goal of a Christian
organization is to attract non-Christians, advertising should not be so targeted to implicitly exclude
students who are not active Christians.

The target audience also enjoys certain activities: connecting with friends outside of class, sharing
life struggles and successes, and often sports. Advertisements should show that Campus Christians
can fulfill these activities, at least indirectly, through relationships between individual members.

Michaela Joines
Creative Brief

What are their product features?

1. Largest Christian group on campus 50-75 members weekly
2. On-campus meeting location, Thursdays at 7:30 in Grubbs 109
3. Live worship
4. Speaker who discusses basic Christianity
5. Connect Groups after-meeting small groups led by student leaders, where questions
relating to the main talk are discussed; fosters close relationships;
6. Extras: Cookouts, concessions, spring break trips, fall and spring retreat, ice-skating

What are their perceived consumer benefits?

1. Community
2. Knowledge of the gospel
3. Safe place to ask questions Connect groups offer a place to ask questions of fellow peers,
learn about each other and their experiences, and get to know people on a more personal
level
4. Wholesome, safe fun
5. Ability to get involved and make a difference on campus through outreach events

Suggested tone:

Casual, welcoming, of the people (not speaking from above the general people), and modern.
The choice of words and music should appear common and relatable among college students, not
dated or bland.

Mandatories and Limitations:

As a group representing the lifestyle and hope of Christianity, the ad should be consistent with the
level of uprightness they strive to live out. The general public of the United States, especially in the
Midwest, is at least somewhat familiar with the Christian standard and its moral system
(sometimes in a misguided sense). Nonetheless, all organizations that identify with Christianity are
inevitably held to that standard of decency and uprightness.

Care should be taken to not seem out of touch with cultural trends among the college demographic,
as religious organization can often appear. The goal should be a balance between respectable and
relatable in regards to the Campus Christians brand.