MISF presentation Feb 7 2013

Boutique Marketing Agency

• Marketing Strategy,

• Graphic Design, Printing, Mailing, Fulfillment,

• Website Creation, Video and 360 Tours,

• Social Media Strategy and Placement.

My help cometh from the Lord, which made heaven and earth.Psalm 121

• All Saints School, MN

• Benedictine University, Lisle

• Catholic Education Foundation, Joliet

• Our Lady of Ransom, Niles

• Pax Christi Church, Rochester, MN

• St. Casimir School, Wells, MN

• St. Dennis Church and School, Lockport

• St. Joan of Arc Church and School, Lisle

• St. John the Baptist, Winfield

• St. Mary of the Angels, Chicago

• St. Mary Magdalene, Joliet

• St. Mary Nativity, Joliet

• St. Patrick Church, Lemont

• St. Procopius Abbey, Lisle

121 Creative Communications Client

St Dennis 2011-current

Enrollment 186 - 241

0

50

100

150

200

250

300

St Dennis

St Dennis

121 Creative Communications Client

St John Baptist 2009-2011*

Enrollment 197-249

050

100150200250300

St John Baptist

St John Baptist

*2011: Principal Julie Tobin leaves St John the Baptist.

121 Creative Communications Client

St Mary Nativity 2009-2011*

Enrollment 101-199

0

50

100

150

200

250

St Mary Nativity

St Mary Nativity

*Pastor Fr. Chris Groh is reassigned toSt. Mary Magdalene.

“The task of the leader is to

get his people from where

they are to where they have

not been.”

Henry Kissinger

BRANDING

A name becomes a brand

when people develop

an emotional connection.

BRAND

“A name becomes a brand when

people link it to other things.”

Tim Calkins, The Kellogg School of Management

WHAT IS A BRAND?

Most Important Long-Term Asset

• Reputation

• Association

• Perception

• Loyalty

WHY BUILD A STRONG BRAND?

3 most important reasons:

• To differentiate

• To create loyalty

• To develop immediate associations

WHAT DOES YOUR BRAND STAND FOR?

SURVEY RESULTS

Market your

uniqueness

Sets your school apart (list only key words from the

survey)

Unique Quality (list only key words from the survey)

Culture (list only key words from the survey)

CREATE MESSAGE

•Be unique

•Be relevant

•Be honest

•Be simple

•Be real

Consumers tune out mass messaging and blanket communications.

Integrate all marketing elements

Establish a single, focused

message

Integrate all marketing elements.

Establish a single, focused message.

LEADERSHIP DEFINES SCHOOLS F.A.B.

• F – Features of your school

Curricular / Co-curricular

• A – Advantages of your school

Key messages / unique qualities

• B – Benefits to your students

Make it personal

F – Features

• Your story

• Curricular/Co-curricular offerings

• Teachers credentials

• Physical plant / athletic fields

A – Advantages

• School well respected

• Varied educational opportunities

• Teachers are tried and true among young and new

• Students engaged during the day

B – Benefits

• Full enrollment

• $$ for co-curricular programs

• Students focused on educational foundation along with new methodology

• Critical thinking and learning environment

DEVELOP MESSAGE INTO A PLAN

Four “C’s” of Marketing

Cost (investment, budget for marketing)

Customer (demographic)

Communication (delivery of your message)

Competition (messages/slogans/ads)

COST:

What is the primary goal?

Secondary goal?

What existing resources can be re-purposed?

What new resources will you need to forecast/budget?

Data / Research

• One on One interviews

• Meetings with leadership

• Demographic data analysis

• Community research

• Prospects

• Current parents

• Alumni

CUSTOMER:

Advertisements

E-news campaigns

Flyers

Mailings

Mobile Websites

Publicity

Social media

Targeted media

Website

COMMUNICATE:

Landing Page

Church & School

Website

THE QR CODE

http://qrcode.kaywa.com/

http://www.the-qrcode-generator.com/

http://www.qrstuff.com/

Hillcrest Academy

Public

Private

COMPETITION:

Define

Set

CraftBuild

Implement

MeasureBuild

your

roadmap!

BRANDING CAMPAIGN

Create | design brand

• Include logo, tagline, key messages

• Represent the parish and school mission

• Easily recognizable

• Speaks to parents, parishioners, students, community

• Visible, wearable

AWARENESS CAMPAIGN

• Date and event specific

• Included Marketing Collateral, Media Advertising,

Print, Personal Outreach

• Targeted specific audience

• Invited multiple constituents to get involved

AWARENESS CAMPAIGN

Examples:

• Chamber of Commerce

• Participation in the local parade

• Ads in local papers and radio

• Letters to current parents /alumni with referral card and brochure

Social Media

Effectively sharing your message

• Facebook

• Twitter

• E-blasts

• Website

• Mobile Website

LAUNCH YOUR PLAN!

THANKS!

Q&A