A proposal for Eric, Pastor Oneka, and the team
The vision is 10,000 Christ-like leaders. Six campuses going on ten. The room is full, the worship is real, and the people who walk in, stay.
And online: five thousand people watching every Sunday from places Shoreline has never set foot in. India ranks top four. London is climbing. The world is showing up.
"We found out India is one of our biggest. Number four. We do nothing with India. If there's people in India that connect to Shoreline, this is my church, would there be something there?"
Eric, in our first conversation
Three cities Eric named on our first call. Shoreline has a presence in one. The full picture lives inside YouTube Analytics, waiting to be acted on.
What's missing isn't attention. It's the connection layer.
99% of people who find Shoreline online don't get connected to it.
The top of the funnel is working. People are finding Shoreline. The middle of the funnel, the layer that turns a viewer in Indianapolis or London into someone Shoreline knows, pastors, and gathers, doesn't exist yet.
Shoreline already has the systems. They just don't talk to each other.
Each system holds a piece of the same person. None of them know they're holding pieces of the same person.
The Awareness Layer is what connects them.
One single, living view of every person Shoreline touches. Not a spreadsheet that gets rebuilt every Saturday. A dashboard that breathes.
When a family in India watches Sunday service, sets up recurring giving, and downloads the app, those three actions stop being three database entries in three systems. They become one moment. Shoreline knows their name. Knows their city. Knows where they are in their walk. Can pastor them, pray for them, gather them when the time comes.
This is what makes the rest possible: the heat map that tells you when a city is ready for a pop-up. The campaign that knows which people are stuck between "watching" and "belonging," and the prompts that move them through Belong, Build, Become, Beyond. The follow-up to the 65 online givers that nobody has ever called.
Right now, the team is doing all this work manually, in pieces, when there's time. The Awareness Layer makes it the operating system.
One of our clients in Los Angeles is a private membership community, not a church, but the same problem. Five different platforms. Tens of thousands of touchpoints. No way to know who their member actually was across all of them.
The Awareness Layer we built for them connects every system into one living view. They now know exactly when a member in New York is ready to join in person. They know which people are about to drift. They know who their best 100 evangelists are.
The pattern is identical. The audience changes (for Shoreline it's faith, not fashion) but the architecture is the same.
If just a fraction of the people God is already sending Shoreline got connected, this is what becomes possible. Drag the sliders and see what the math says.
Based on 5,000 weekly online viewers. Conversion and giving ratios calibrated to church industry benchmarks (Pushpay 2024 State of the Plate, Barna Digital Discipleship). Conservative defaults shown. Fully operationalized programs at peer churches see higher.
The financial side is the easiest part to count, but it's downstream. The real number is the one Shoreline already cares about: Christ-like leaders. The Awareness Layer is what makes that number measurable instead of theoretical.
Pop-ups in cities the data points to. New families in rhythm with the church. The 65 online givers no one has called yet, finally pastored. None of it is theoretical anymore once the connection layer exists.
Map the systems. Build the connection layer. Begin connecting the disconnected. By the end of Year 1, the team can answer "who are our 5,000 online viewers?" with names, locations, and engagement levels, not guesses.
The Awareness Layer becomes operational. Heat maps inform pop-up cities. Follow-up sequences engage new viewers. Active online membership grows meaningfully, recurring givers grow alongside it, and the number that matters (Christ-like leaders) starts compounding.
Pop-ups in cities the data points to, beginning with London and the international markets already showing up. A defined online persona that draws Gen Z without alienating the rest. The path to 10,000 isn't theoretical anymore. It's a measured trajectory.
This isn't one big build. It's a phased path. Each step delivers real value, each step informs the next. Shoreline never has to commit to more than the next phase.
Each phase is its own engagement. We sit down at the start of each one, scope it together, and only commit to what's next once we know what we've learned. Pricing and timing get built collaboratively, in the next conversation.
Neww has spent the last six years building infrastructure for organizations that move people: churches, brands, communities. Before Neww, the work was inside Upper Room, taking it from forty people to a movement, building the language and the systems that carried it.
The team brings what most agencies can't bring together in one room: strategy, design, and data, applied with the understanding that for Shoreline, this isn't a transaction. It's a holy thing.
Approve Discovery. That’s it.
Four to six weeks. We dig into the systems, the 5,000 viewers, the 50 active, the 65 silent givers, and we come back with a real plan, not a pitch deck.
You walk away with:
The investment gets right-sized on our next call, before any commitment.
Eric, you said you didn’t know what to ask for. The ask is Discovery. Everything Shoreline could become starts with that yes.