---
project: freedom-road-ministries
file: 01_strategy
tags: [frm, strategy, aliyah]
links:
  - "[[02_action_plan]]"
  - "[[../../../../sandi-system-engine/_knowledge/FREEDOM_ROAD_CLIENT_BRIEF]]"
---

# Freedom Road Ministries — Strategy

> *Why Sandi takes this client · the ministry's positioning · how the engagement is scoped · what success looks like.*

---

## The client thesis

FRM exists to **mobilize Gentile believers to support Jewish Aliyah** — the prophesied return of the Jewish people to the Land of Israel — through education, prayer, and practical action. Clark Ashley founded the ministry after a 47-year journey from college dreams to a vision in the Great Dismal Swamp to Aliyah conferences across the Southeast.

The website is the ministry's primary public surface. It exists to:
1. Educate Gentiles on what Aliyah is and why it matters scripturally
2. Connect potential supporters to ministry programs
3. Surface 64 Aliyah Scriptures, the Eight Things, and other study materials
4. Be a landing page for Clark's speaking and conference work

---

## Why Sandi takes this engagement

**Fit:**
- Aligns with her ministry-adjacent voice work
- Clark is family/community-trusted
- Vanilla HTML/CSS/JS matches Sandi's preferred non-WordPress stack
- Project-based pricing means no retainer entanglement

**Boundary (per client-engagement memory):**
- **Client owns voice.** Clark's testimony stays in his words.
- **Sandi owns design execution.** Brand colors (Israeli flag), typography (EB Garamond + Source Sans 3), layout consistency.
- **Conservative numbers.** Don't promise traffic · conversions · subscriber counts.
- **Never oppositional.** No anti-replacement-theology framing that could read as combative; the work shows the posture.

---

## Audience profile

| Segment | Description |
|---|---|
| **Primary** | Christian believers (evangelical · Pentecostal · Messianic-leaning) who want to support Israel actively, not just theologically |
| **Secondary** | Pastors and ministry leaders looking for Aliyah-anchored teaching material |
| **Tertiary** | Jewish-curious Gentiles · genealogy-anchored Christians discovering Hebrew roots |

---

## Positioning

```mermaid
quadrantChart
    title FRM positioning vs. comparable ministries
    x-axis Theologically generic --> Theologically specific
    y-axis Information-only --> Activational
    quadrant-1 Activational + specific (where FRM lives)
    quadrant-2 Activational but generic
    quadrant-3 Information + generic
    quadrant-4 Information + specific
    "Generic 'support Israel' content": [0.3, 0.3]
    "Christian Zionism orgs (CUFI etc)": [0.4, 0.7]
    "Heart of G-d Ministries": [0.85, 0.75]
    "Bridges for Peace": [0.8, 0.6]
    "FRM (us)": [0.9, 0.85]
    "Generic Bible study sites": [0.2, 0.2]
    "ICEJ": [0.7, 0.65]
```

FRM lives in the upper-right: theologically specific (64 Aliyah Scriptures · Eight Things · Eastern Gate prophecy) AND activational (carry · contribute · proclaim · bless). Most comparable ministries lean information-heavy; FRM's distinctive is the explicit obligations-of-Gentiles framing.

---

## Engagement scope (current)

**What Sandi is delivering:**
- 6 HTML pages built and ready to deploy
- SEO meta + Open Graph + Twitter cards across all pages
- sitemap.xml + robots.txt
- Visual identity locked (Israeli flag palette + EB Garamond + Source Sans 3)
- Resource library structure with linked PDFs/DOCX (when Clark provides them)

**What Sandi is NOT delivering:**
- Original ministry content (Clark provides)
- Hosting decision (Clark + Sandi together)
- Domain registration (Clark)
- Ongoing content updates after handoff (project-based, not retainer)

---

## Success criteria

| Metric | Target | When |
|---|---|---|
| Site live on `freedomroadministries.org` | Yes/no | End of engagement |
| All 6 pages render correctly across desktop · mobile · Safari · Chrome · Firefox | Yes | Pre-launch QA |
| 64 Aliyah Scripture list correct (no chapter-typos) | 64/64 verified | Pre-launch |
| Lighthouse score (Performance · Accessibility · SEO) | 90+ each | Pre-launch |
| Clark approves visual + structural | Sign-off | Pre-launch |

Anything beyond launch (traffic · subscribers · conversions) is Clark's domain.

---

## Cross-references

- [[02_action_plan]] — what ships when
- [[05_gap_analysis]] — the remaining ~20%
- [[../../../../sandi-system-engine/_skills/freedom-road-deploy/SKILL.md|freedom-road-deploy]]
- [[../../../../sandi-system-engine/_knowledge/FREEDOM_ROAD_CLIENT_BRIEF]]
