Our work with Christianity Today began with in-person strategy sessions, where we dug deep to understand both the heart of CT and the people behind it. Through interviews with long-time staff, loyal readers, and current donors, we uncovered what makes CT truly valuable and what might inspire new supporters to give.

We then developed core messaging and the strategic foundation for what later became the "One Kingdom" Campaign: a widespread, intentional effort to reintroduce CT to the world.

Our creative strategy defined key audience segments, outlined how to uniquely message to each, and identified opportunities to both shift CT’s brand perception and open new donor pathways. To bring the vision to life, we helped CT take its campaign from theory to execution by fleshing out our strategy into a tactical communications plan, with estimated actions, budgets, and timelines for future execution.

Doing something that’s never been done before meant stretching our—and the CT team’s—perceptions about how far, wide, and deep a campaign like this could reach. As part of the ideation process, we developed a list of over 100 multichannel marketing ideas and tactics, spanning events, magazine placements, podcasts, digital media, and more. The breadth of brainstorming helped to ensure that the campaign wasn’t simply relegated to CT’s traditional fundraising channels but would truly be woven natively across all of its various platforms and audiences.