What Is the R7 Framework?
The 7-step Christian marketing process from Dr. Dave Jones: Destiny, Vision, Strategy, Brand, Communicate, Think and Action.
The R7 Framework, explained
The R7 Framework (also called the R7 Process) is a seven-step strategic marketing process created by Dr. Dave Jones, founder of M is Good, a Christian marketing agency in Raleigh, North Carolina. R7 moves a church, ministry, nonprofit or faith-driven business from identity to execution: Destiny, Vision, Strategy, Brand, Communicate, Think and Action.
The goal is organizational health: transforming your vision into reality instead of chasing tactics.
The 7 steps of the R7 Framework
1. Destiny: embrace your DNA
Every organization has its own DNA, and that DNA drives its destiny. R7 begins by discovering what makes you great: your calling, your values and the people you’re uniquely made to serve.
2. Vision: a clearly written image of your future
As Habakkuk 2:2 says, “Write the vision; make it plain.” Is your vision easy to understand and remember? Dave’s book Vision Wins goes deeper on this step.
3. Strategy: a plan of action
Once you know who you are and where you’re going, R7 charts a desired outcome and a simple plan, so everyone knows what needs to happen and when.
4. Brand: every touch point
Define your brand’s personality (how it looks, feels and sounds) and make sure your DNA and vision show up at every touch point.
5. Communicate: market the vision
Choose the right method and medium: website, SEO and AI search, ads, social, email, podcasts or influencers. The aim isn’t just to get noticed but to get remembered.
6. Think: reflect and adjust
Launching is just the beginning. R7 builds in regular reflection: measuring results, including rankings and AI visibility, and adjusting the plan.
7. Action: always move forward
With destiny, vision, strategy, brand, communication and God in your corner, nothing happens until you move. The best step is taking a step.
Why does Christian marketing need its own framework?
Faith-based organizations market under a different standard. Their goal is to steward resources well and communicate with integrity, not just to sell. R7 starts with calling and vision rather than tactics, so every campaign stays consistent with the mission and values of the organization.
How does R7 apply to AI search (AEO and GEO)?
AI assistants such as ChatGPT, Gemini and Google AI Overviews recommend organizations they can clearly identify and verify. In R7 terms: Destiny and Vision make your identity unmistakable, Brand keeps your name and description consistent across the web, Communicate publishes answer-first content and earns third-party mentions, and Think tracks which AI prompts mention you. See our AEO services and how churches show up in ChatGPT.
Who uses the R7 Framework?
M is Good uses R7 with churches, ministries, pregnancy resource centers, Christian schools, faith-based nonprofits and Christian-owned businesses. It is also the backbone of The R7 Christian Marketing Podcast. See R7 in practice in our case studies for Keim Centers, Hope Clinic and Bridges for Peace USA.
Frequently Asked Questions
Who created the R7 Framework?
The R7 Framework was created by Dr. Dave Jones, founder of M is Good, a Christian marketing and advertising agency in Raleigh, NC.
What are the 7 steps of R7?
Destiny, Vision, Strategy, Brand, Communicate, Think and Action.
Is the R7 Framework only for churches?
No. R7 is used by churches, ministries, Christian schools, faith-based nonprofits and Christian-owned businesses. Any mission-driven organization can follow it.
Is R7 the same as the R7 Process?
Yes. M is Good uses the names R7 Framework and R7 Process interchangeably for the same seven-step strategic marketing process.
Where can I learn more about R7?
Listen to The R7 Christian Marketing Podcast, read Dr. Dave Jones’s books Vision Wins and Plan To Win, or contact M is Good for an R7 health check.
