# LCMS Convention Workbook_St. Louis Missouri_2019_S68 # Machine transcription, uncorrected — CHI Digital Archive (demonstration) 68 OFFICER, BOARD, AND COMMISSION REPORTS •• •• •• •• •• •• Created the look and feel for the 2019 Convention theme, “Joy:fully Lutheran.” Rather than creating graphics just for the convention, we wanted Synod employees, congregation members, and visitors to see and be familiar with a variety of visuals reflecting the triennium theme before the convention. Created a unique vision for LCMS Life Ministry and the March for Life events. Through our “Eyes of Life” branding, we lead with a winsome and intriguing campaign. Now in its third year and everevolving, “Eyes of Life” continues to be a positive declaration of the sanctity of life. Created the look and branding of the Lutheran Young Adult Corps. By creating graphics and branding for this group, we are contributing to reaching a demographic that the church desperately wants to retain—young adults who all too often leave the church as they are less influenced by their families and churches and more influenced by secular culture. Created the “Free to Be Faithful” branding, enabling us to show how Lutherans need to be aware of the many ways our freedoms are being challenged by a secular culture bent on an aggressive agenda. Our newsletter and other communications contributed to the Lutheran Center for Religious Liberty being created and gave us a way to keep our members informed and interested in freedom-of-religion issues. Created “You Get to Tell Them,” the branding statement for missionary recruitment, which has enabled us to quickly and memorably reach those who may be considering becoming missionaries. Colorful displays and ads with a simple, heartfelt statement bring the viewer to the reason he or she might consider a missionary path. Created infographics as a way for the Synod to break down complicated or misunderstood issues: “Steps to the Mission Field,” “How Disaster Dollars Are Used,” “Steps to Specialized Pastoral Recruitment,” and the restructuring of the Synod’s relationship with Recognized Service Organizations. Our graphics people design the publications that are the official voices of the LCMS. Design doesn’t stand still. The monthly Lutheran Witness and Reporter, and the quarterly Lutherans Engage the World, are opportunities to create and strengthen bonds with our target audiences to deepen their resolve and heighten their experience. We’ve also branched into work with the CTCR’s publications. Finally, we work with Web and Social Media to bring powerful visuals and design to strengthen our voice and image to our audiences. Public Relations/Media Management/Marketing Promote the Synod’s work and stances on societal issues by fostering positive public and media relations through the following means: •• Press management. 2019 Convention Workbook •• Media training and coaching for ministry leaders. •• Press releases. •• Marketing of key initiatives and ministry efforts to the public. •• Exhibit creation and presentation (in collaboration with our Production Unit) at Synod and district events. Social Media By far and away, social media continues to be the most immediate and far-reaching tool to disseminate news and information and discover audience opinions and trends. It’s also very economical. LCMS COMMS constantly monitors our presence on Facebook, Twitter, and Instagram, even as we research and consider new platforms where we might reach more people with the church’s messages. Facebook—facebook.com/thelcms •• We have a global audience of 147,000-plus followers. In terms of “page likes,” the Synod has the largest Lutheran denominational presence on Facebook. •• More than 25,000 of those followers come from countries outside the United States, with the Philippines, Brazil, India, and Indonesia rounding out the top five, as well as significant followings in non-Christian countries like Pakistan, Saudi Arabia, Vietnam, and Malaysia. •• Our most popular post reached more than 2 million viewers and was shared 20,000 times. •• Our most requested and helpful content is the prayers of the church and weekend church-service posts we create each week. Dozens of congregations and individuals share these posts to encourage fellow members in the faith. Twitter—twitter.com/thelcms •• Twitter as a platform has stagnated and struggled to grow. Nonetheless, we maintain a robust presence there and continue to be one of the largest Lutheran denominational accounts. Instagram—instagram.com/thelcms •• As a storytelling platform for sharing the work we are doing around the world, Instagram is unparalleled. Since the last convention, our account following has grown by 400 percent, and while a following of 8,800 does not seem like a lot compared with our Facebook numbers, the quality of engagement is much higher. Other Services Provided Photojournalism—photo.lcms.org/#!/index Since adding an award-winning professional photojournalist to our staff in late 2013, we have visually shaped the national and international Witness, Mercy, and Life Together mission work of the LCMS through documentary photographic storytelling in some 28 countries and commonwealths and 36 states.