Mariners Women Campaign

The Women’s Team at Mariners Church was looking to build a campaign that would help them relaunch their in-person gatherings with the aim of reaching a wider (and younger) internal audience.

The Goals:

• Create a campaign that would act as a rallying cry and help them understand their identity in Christ.
• Target the existing community who have never engaged in women’s events.
• Position the creative from a place of strength and power instead of pink and flowers. 
• Draw a younger crowd for mutually beneficial relationships with the older generation. 

With this in mind, we developed a campaign called I Am Mariners Women. We started with positioning and messaging. The campaign was centered around strength and identity, both individually and as a community of women. At the same time, we focused on speaking truth over women who have felt disconnected from their identity in Christ. We developed a manifesto, a rallying cry, and turned it into a video.

We chose a strong black and white color pallet allowing the women themselves to be the color of the campaign. The idea was for them to be who they were, bringing themselves in whole while reminding them that they are strong. This helped drive authenticity as they lent their personality to the campaign. It made it feel personal by focusing on real women in the community. We also created a custom type that fed into the individuality that each woman possesses.

This campaign was wildly successful as the ministry experienced 150% growth at the first event. More than 2,000 women gathered to be in community together. Their reach has expanded to women of all ages from High School to senior citizens. It was their largest gathering, and the campaign continues to help them move forward together.