Worship Facilities Company Profile: Stewart Signs, Sarasota, Fla.
Back in 1968, Mel Stewart wanted to start a sign company with an eternal purpose. Although he knew he could sell his signs to many kinds of companies, he decided to focus on churches. Stewart Signs was quickly endorsed by Assembly of God churches and many other denominations followed their lead. It was Stewart who got the idea to write sayings on church signs, and so changeable copy signs altered the landscape into a spiritually thought-provoking invitation to church.
Forty-one years later, Stewart Signs still holds the official endorsement of numerous denominations and now sells to schools and the U.S. military. Electronic LED signs are changing the landscape again, and churches are able to let drivers know their buildings are open for much more than Sunday services. Stewart is 91 years old. He no longer owns the company, but his legacy lives on through the churches communicating their messages on signs bearing his name.
Worship Facilities Magazine talks with Mike Townsend, Stewart Signs’ sales manager, about how the company has survived since the horse-and-buggy days of church signs.
WFM: Stewart Signs has been around a long time. How has your business endured over so many decades?
Townsend: In a word, people. Times may change but having the right people in the right spot helps us stay positioned to help our customers achieve their goal. We look for people that are not only good at their particular job, but can leverage their expertise to help the customer. For example, our artists are good at creating attractive illustrations, but they go beyond that. They look for a way to convey the character of the church to the community that drives past the sign.
WFM: What are the biggest changes in the sign industry over time?
Townsend: The biggest change to the sign industry has been the migration towards electronic signs. Our company began offering electronic signs over a decade ago and has expanded our experience as the industry has grown up. Many companies feel they must offer electronic signs to stay in business. Unfortunately, a good percentage of these companies don’t have the experience to do a good job for their customers in the short or long term.
WFM: What makes doing business with your company different?
Townsend: Stewart understands churches. Our company was founded by the son of a pastor and we have worked with churches for over four decades. Over that time, we have gained the trust of 17 denominations who endorse us, many as their official sign company. And we do not take that responsibility lightly. So much so, that we’ve even helped the customers of our competitors when they’ve called us as a last resort for help on servicing their LED sign.
Unlike other companies who may come and go, Stewart will be here before, during and long after the sign purchase. From customer feedback to our Better Business Bureau rating, we take our reputation seriously because we want our customers to feel comfortable during the entire process.
WFM: How are your products different?
Townsend: We are constantly making improvements to our products in order to stay on the forefront of LED technology. We want to offer the best options available to our customer.
All of our signs, including our LEDs, are manufactured right here in the United States. In addition, our expert customer support representatives are in-house, not outsourced. So if you ever have a question, we’re just an 800 number away.
WFM: You say your signs are not just a landscape tool but a means of communication. Can you explain?
Townsend: The primary purpose for the sign is to create and communicate the church’s culture to those who are passing by. It is an outreach tool, and the only way a church can communicate to members and non-members alike, 24 hours a day, seven days a week. Think about it as a full-time evangelist who never sleeps or takes bathroom breaks.
While media like newspaper ads are helpful, a church can reach its most likely prospective members with their sign—those who live and work nearby and therefore pass by every day. And the overall cost is much less expensive. If you consider the number of people driving past churches across America any given day, you can quickly begin to understand the opportunity. Beyond the church building itself, a sign can be a big factor in what kind of first impression is given.
And the truth is, you never know who your messages will reach. We have testimonial letters from churches whose messages reached farther than they ever would have thought:
“This month we had a young mother walk the aisle accepting Christ as her Savior. She gave her testimony from the baptistry the night she was baptized. It included the following:
I became despondent over my husband leaving me, and had attempted suicide. While driving down Fair Street on Sunday, I saw this bright sign flashing alongside the road. The message seemed to be speaking to me directly. It was then that I decided to go to Third Baptist Church that evening. As the pastor spoke, God’s spirit convinced me of my need. I went forward and received Christ as my own personal Savior, and now am professing him through the act of baptism. If it were not for that sign, I might not be here tonight.”
Pastor Jerry Ford
Third Baptist Church
Marion, IL
WFM: That’s incredible! What trends do you see moving forward into 2010 and beyond in terms of signage, both fixed and digital, to reach more and more people?
Townsend: For LED signs, the trend is moving to color displays as prices continue to become more affordable. LEDs as a whole continue to be the future of signage. Beyond the convenience of programming many messages up to a year in advance from the comfort of the indoors, they are contemporary and eye-catching and reach people with their dynamic messaging capabilities.
For changeable copy and LED signs alike, a new trend is photo-realistic header graphics. This process allows gradients, photographs, and other artistic elements to be used on the header of the sign (the section with the church name). It opens the door for churches to be more creative and contemporary with their signage.
WFM: What advice do you have for churches planning new signage, and do you have advice for the use of existing signs?
Townsend: Churches should seek out sign companies that are ‘church oriented.’ A church’s needs are unique and specific, and a company such as Stewart Signs is equipped with people, products and years of experience to assist churches in getting the correct signage for their specific needs. When planning new signage, view a sign as an investment with a positive return. Signs encourage people to visit, and people bring in money (i.e., the sign is a profitable investment, not a cost).
When it comes to using your sign, reach out to your community. Of course scripture and clever sayings should be utilized, but when it comes to reaching out to non-members and the unchurched, using your sign to welcome a soldier home or congratulate the high school baseball team goes a long way. Again, the sign communicates the church’s culture and part of that is how connected they are to community.
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