The Colorado Comeback
Integrated Event Marketing Consulting
28.9% email click-through rate against a 2.5% industry average. 110+ radio ads across Colorado markets. ~80% increase in advertising value through donated placements.
THE CLIENT
Promise Keepers is a Christian men’s ministry that defined stadium-scale evangelical events in the 1990s — events that regularly drew tens of thousands of men to arenas across the country. In 2014, the organization relaunched with its “One Message” live event series, starting in Colorado.
THE CHALLENGE
Promise Keepers needed to reintroduce itself in a new era of church culture. The goals were specific: drive ticket sales for the Colorado launch event, reconnect with longtime supporters who remembered the 1990s stadium years, earn credibility with younger audiences who didn’t, and maximize visibility on a constrained budget. The organization had the brand equity and the mission. It needed a modern marketing engine to convert that equity into attendance.
THE STRATEGY
A legacy organization launching a new event series faces a particular credibility gap: audiences who remember the original era need evidence of genuine renewal, not nostalgia. Younger audiences need to be reached on their terms. Thelemata designed a campaign that addressed both simultaneously — professional creative production to signal seriousness and quality, direct pastor and church outreach to rebuild local trust, and aggressive media negotiation to stretch a limited budget into a significantly broader footprint.
EXECUTION
Creative Production: Thelemata scripted and produced promotional videos and radio spots end-to-end, and developed a social promotion kit with pre-written content and structured posting frameworks so pastors and ministry partners could promote the event without having to build assets themselves.
Radio and Media: Bought and placed 30-second radio ads across Colorado Springs, Denver, and Castle Rock, and negotiated 10 additional donated placements — increasing the campaign’s advertising value by nearly 80% above the original plan. Total: 110+ ads aired across Colorado markets.
Email and Digital: Managed targeted email campaigns reaching thousands of pastors and church leaders across Colorado. Campaigns achieved click-through rates between 8.2% and 28.9%, against a 2.5% industry average.
Partnership and Community Outreach: Organized a pastor’s breakfast engaging a dozen local leaders to build grassroots advocacy and group attendance, and coordinated outreach to churches, universities, and ministry partners across the state.
RESULTS
Email CTR range: 8.2%–28.9% (industry average: 2.5%). Radio ad placements: 110+ across Colorado Springs, Denver, and Castle Rock.
Donated placements secured: 10 additional spots. Advertising value increase: ~80% above original plan. Pastor engagement: direct outreach through pastor’s breakfast and community events.
THE TAKEAWAY
Legacy organizations relaunching in new eras face a credibility problem that media spend alone can’t solve. Thelemata addressed both sides simultaneously — building the creative infrastructure Promise Keepers needed to look credible, and doing the relational work with local pastors to earn their endorsement. The campaign outperformed industry benchmarks on every measurable metric.
SERVICES DELIVERED
Integrated Event Marketing Strategy, Video and Radio Spot Production, Media Buying and Placement (Radio), Donated Media Negotiation, Email Campaign Strategy and Management, Social Promotion Kit Development, Pastor and Church Outreach, Community and Ministry Partnership Coordination.