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CASE STUDIES
Cousin’s BBQ
As a business grows, it is important for its brand to maintain consistency. Everything from advertisements, to food quality, to service is interpreted by the public as part of the organization’s brand. In 2006, Cousin’s BBQ contracted the services of Stoker Resources Group consultants to create a new brand definition. Stoker Resources Group created a new website, menu boards, business cards, signage, logos, and display ads for the restaurant. This extensive undertaking has brought consistency to the Cousin’s brand throughout its six restaurants. It successfully portrays the values of quality and commitment to excellence the community has come to expect from this family-owned restaurant chain. The Vocal Majority Chorus
An organization with a winning reputation must continue to work hard to guarantee success for the future. In 1999, The Vocal Majority Chorus began working with Stoker Resources Group. Stoker Resources Group’s began by completing an intensive evaluation of the organization. Through this, the consultant gained an understanding of the strengths, weaknesses, opportunities and threats facing the chorus at that time. By surveying the leadership, Stoker Resources Group was able to determine areas of improvement and how to capitalize on its success. Responses indicated that board and staff members were very pleased with the leadership and the product. Not wanting to grow complacent, many expressed interest in developing new audiences, reaching young members, and assimilating a new repertoire. Also important to many in the chorus was increasing visibility to those within the community. This information led to recommendations by the consultant, which became part of the chorus’ strategic plan for the future. Stoker Resources Group’s goal has been establishing the comprehensive marketing plan, focused product development, promotional publications, news media, show promotion, and branding of the chorus to the Dallas/Fort Worth, Metroplex, Texas, and the United States. Currently, Stoker Resources Group facilitates the chorus’ marketing and public relations efforts through booking, performance and CD promotion, and multi-media advertising, including radio, magazine, and direct mail. Stoker Resources Group developed The Vocal Majority Chorus’ brand as “America’s Premier Pops Chorus.” Through continued monitoring and surveying, Stoker Resources Group aids VM in establishing, maintaining, and expanding this brand worldwide. Westcliff United Methodist Church Westcliff United Methodist Church was founded in 1953 in Fort Worth, Texas. During this time, the area around the Selkirk Drive location was expected to grow tremendously due to an influx of young families. Southwest Loop 820, which was scheduled for completion in 1958, projected a daily traffic pattern of 74,000 automobiles that would have a relatively clear view of the church facility. The church’s location offered high visibility and convenience to a rapidly growing new community.
The state of the church began to concern many members. In 2003, Westcliff United Methodist Church hired Stoker Resources Group to evaluate the situation and develop a strategy in order for the church to continue to pursue its goals. The analysis began with an overview of the membership pattern over the years and an evaluation of the facility. Dream casting surveys revealed that members felt the single highest critical issue to face the congregation in the next days would be a decision to expand in the present location or re-locate. Once these problems were diagnosed and opinions were reflected upon, Stoker Resources Group presented three possible strategies; to relocate, merge, or remain. After considering dream casting and survey results, demographic research, and membership figures, the church decided to merge. In 2005 Westcliff United Methodist Church merged with Overton Park United Methodist Church, to become Arborlawn United Methodist Church. The decision to merge has enabled the church to reach many of its goals. Arborlawn United Methodist Church
In order to create this new definition, AUMC hired Stoker Resources Group to lead the church in corporate identity development. Branding and logo development work done by Stoker Resources Group was critical in illustrating the church’s mission to the community. The logo created by Stoker Resources Group is used on stationery, business cards, choir stoles, banners, and in all other print and visual collateral. AUMC is in the process of raising funds to build a new sanctuary for their growing congregation through a capital campaign. Stoker Resources Group has assisted the church is establishing a theme for the campaign and created a graphic brand to be used on campaign materials. Additionally, Stoker Resources Group created a video visualization to raise awareness among church members. First Baptist Church Denver
As with all American major metropolitan areas, the population shifted away from the Downtown Denver area in the decades of the 1960s through the 1980s. During this time of transition, the church experienced a decline in both membership and attendance. The decline in membership also led to a decline in offering receipts and other income. Survey and dream casting results indicated that in order for the church to survive, it had to attract new members. Most importantly, FBC needed to develop an identity and vision that could be relayed to those within the church and the community. Stoker Resources Group also presented a plan for creating a definition and core values, a public relations campaign, an outreach structure, a fine arts ministry, and revitalizing the children’s ministry. The creation of a children’s task force was suggested, along with the recruitment of leaders who could develop a curriculum to address the needs of children and their families. Other innovative suggestions included pizza parties, Saturday morning events, and a summer day camp. Several strategies for increasing revenue were suggested to attain sustainable viability and enable the church to target the young residents just beyond its doors.
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Cousin’s BBQ has been serving award-winning BBQ in Fort Worth and around the world since 1983. The Texas BBQ restaurant prides itself on its family atmosphere and personal service. Cousin’s has enjoyed exceptional growth throughout the years, as it has expanded from one location to six, including two sites in DFW international airport.
Since 1971, The Vocal Majority Chorus has brought the gift of music to audiences around the world. This volunteer choir, comprised of over 100 men, is the Dallas Metropolitan Chapter of the Barbershop Harmony Society. The chorus’ commitment to excellence is proven by its record, as the eleven-time gold medal winners of the Barbershop Harmony Society International Competition.
By 1980, the church had reached a membership of almost 2,500 people, with worship attendance at 632 and church school attendance of 374. Between 1990 and 1995, the church’s membership and attendance fluctuated, and began to continuously decline in 1995. However, in general, pattern revenue and expenses remained in line with the budget from 1998-2003.
Arborlawn United Methodist Church of Fort Worth is the product of the merge between Overton Park United Methodist Church and Westcliff United Methodist Church. The two congregations came together in 2005, resulting in a larger membership and an increased ability to serve the community. Both churches had their own history and identity, but it was important to form a distinct definition for the newly developed congregation.
First Baptist Church of Denver, Colorado is the oldest Baptist congregation in the city and state. Organized during the American Civil War on May 2, 1864, the church has a long history of serving the Denver community. The congregation’s position in the downtown area enables it to serve a diverse population of residents and workers.