Marketing and Development

Marketing and development have become essential activities for everyone who is committed to the mission of Catholic education. It is no longer feasible for Catholic schools to take enrollment and financial support for granted. If those in the field of Catholic education believe their work is to spread the message of Jesus, they must do all they can to keep their schools not only open but vibrant. Catholic schools have never been simply alternatives to public schools; they are a way to continue the teaching ministry of Jesus. Marketing began in the Catholic Education Office in the late 1980's largely with the support of volunteer consultants and various members of the CEO staff. Beginning in1996 marketing efforts and initiatives have been under the direction of the Director of Marketing and Community Relations. The focus of the marketing efforts has been the Marketing as Mission Workshop Series that began in 1994 as "Planting the Seeds." Under this program participating schools organize a marketing team and are paired with a marketing professional. The team and its marketing professional attend the series of five workshops, hear presentations from others in the field, and work through a series of steps to develop a long-range strategic marketing plan for their school. In the winter of 2004 the Education Office partnered with the Office of Stewardship and Development to offer a separate workshop series on development for schools once they have completed the Marketing as Mission workshops. Although marketing and development activities often overlap, this process gives schools the ability to develop plans specifically addressed to enrollment and image issues and to financial issues. The programs are offered at no charge to the schools. In 2007, we begin a new, comprehensive, integrated enrollment management initiative using the NCEA "evergreen" logo/tagline, "Catholic Schools - The Good News in Education" as both our general and individual school branding message. The message is rich in suggesting the integration of faith and academics, as well as our call to be evangelizing schools that spread the Good News of the Gospel of Jesus Christ! Our fine school are, truly, the Good News in Education in St. Louis and surrounding counties! Although marketing, relationship-building, is critical to the continued strong presence of Catholic schools, public relations can be an adjunct to the marketing efforts. Recognizing this, the Director of Marketing and Community Relations works with the media on a regular basis to place positive stories about Catholic schools. She also works with individual schools in identifying possible stories for the media, and assisting them in their efforts to get media coverage. The Director of Marketing and Community Relations is also available to assist schools in situations that could result in negative media coverage or in crisis communication situations. The Director of Marketing and Community Relations writes a weekly newsletter that is transmitted electronically for all schools. It contains information on possible marketing or PR opportunities and provides other nonacademic announcements of interest to the schools. For more information contact: Mrs. Sue Brown Catholic Education Office Director of Marketing and Community Relations 20 Archbishop May Drive St. Louis MO 63119 314.792.7304 archstlpr@archstl.org