Diocese of Lansing
Catholic Schools Marketing Plan
2015-2016
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Overview of the Marketing Plan
PROJECT GOALS
• Increase enrollment in Catholic elementary and secondary schools.
• Improve student retention, especially from Pre-K/Kindergarten to elementary grades
and elementary grades to middle school.
• Enhance the positive perception of DOL Catholic schools among current parents,
prospective parents, and the larger community.
• Generate awareness of and support for DOL Catholic schools through out the diocese.
IMPORTANT FACTS
• The percentage of Catholics in the Diocese of Lansing is roughly 10.9%.
• There currently are 29 elementary schools, one middle school and four secondary
schools in the diocesan system.
• About 9,000 students are enrolled in the system.
• Average tuition at elementary and middle schools is approximately $3,000, slightly
below the national average.
• There are approximately 266,762 children enrolled in public schools in the Diocese of
Lansing.
• Of the diocese’s 275,762 school children, 3.37% attend Catholic schools, which is
approximately the national average.
Strategic Assumptions
1. The marketing plan will include specific and measurable goals to evaluate the ecacy
of the project, including:
• Enrollment gains over past years by a specific percentage to be determined
• Retention gains in specific grades over past years by a specific percentage to
be determined
• Responses to campaign calls for action
• Visits to the DOL schools page on the diocesan web site
• Trac directed to school web sites
• Requests for information
• Attendance at informational events
• Sign-ups for a Catholic education e-newsletter
2. The plan will include a comprehensive content marketing strategy, using all available
platforms to reach the target audiences.
3. The plan will include a major training/education component for school personnel and
volunteers from each school.
4. The program will include a variety of communication tools and unique branding that
can be utilized in subsequent years.
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Content Messaging and Delivery
CURRENT NEGATIVE PERCEPTIONS/HURDLES TO ENROLLMENT
According to research from Jonathan M. Pohl, the overarching reason Catholic parents do
not enroll their children in parish elementary schools is the perception that tuition is too
high and/or that there is inadequate financial aid to make Catholic school an aordable
choice. Hurdles to enrollment also include the perceptions that:
1. Catholic schools are too expensive/not enough financial aid
2. Catholic schools are elitist/exclusive
3. Catholic school’s are not orthodox enough
4. Students/families must be Catholic to attend a Catholic school
5. Catholic schools cannot provide for special needs students
6. Catholic schools are weak in arts, sports, facilities
CURRENT POSITIVE PERCEPTIONS/BENEFITS TO ENROLLMENT
Catholic schools, including those in the Diocese of Lansing, enjoy strong reputations for
academic excellence, character development, faith-based education and outstanding
programs. Facts that will persuade potential parents include:
1. Tuition in Catholic schools is approximately half the cost to educate a child and
financial assistance is available to all who need it.
2. Diocesan Catholic schools subscribe to a “mission first” philosophy (restated in 2011)
that puts Catholic identity first. Curriculum, teaching philosophy, discipline and social
environment upholds the Gospel values to which diocesan Catholic schools are
committed.
3. Test scores of diocesan schools outpace public schools across the board.
4. Diocesan schools welcome students and families of all faiths.
5. Diocesan schools respond appropriately to accommodate students who need
assistance.
6. Diocesan high school students achieve at the highest levels in all manner of
competitions, from music and arts to state championship sports programs.
7. Diocesan schools are safe, caring communities.
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Primary and Secondary Target Audiences
STRATEGIES AND TACTICS WILL BE EMPLOYED TO REACH THE FOLLOWING
AUDIENCES:
1. Parents of Pre-schoolers, kindergartners
and third grade children who are choosing
schools for their families at pivotal decision
points (primary).
2. Parents of Catholic school children who may
reconsider their decisions prior to middle
school (primary).
3. Children attempting to influence their
parents’ decisions about schools (secondary).
4. Catholics in the Diocese of Lansing who
are not school parents but support Catholic
education (secondary).
5. Non-Catholics within the diocese who may
be evangelized by enrolling their children in
Catholic schools (secondary).
Understanding Target Audiences: Personas
Personas are fictional characters that help to illustrate the life circumstances, concerns
and priorities of the target audiences. Marketing strategies will be formulated to respond
not only to the specific concerns and issues for the target audiences, but to specific
“personas” that will help define and refine messaging.
“MARY AND JOE”
Mary, 29, and Joe, 31, of Howell, are devout Catholics and parents to
three children under the age of four. Married in 2010, their combined
household income is $93,000. Their small home needs updating
but suits their family’s needs. The couple’s eldest child, John Paul, is
approaching kindergarten. They are comparing Catholic and public
schools in their area but also have been talking to several couples at
their parish who homeschool their children. Their biggest priority is a
strong Catholic environment and solid discipline for their active son.
Strategies to reach this audience:
• FAITH magazine story about Catholic identity at St. Mary’s Williamston
• FAITH magazine story about alternative spring break students
• Postcard focusing on faith formation
• Emails with profiles of sacrament recipients
• E-newsletter story about religious education in schools
• E-newsletter story with tips for teaching pre-schoolers about the faith
• Facebook and Instagram posts depicting children in sacrament prep, service and prayer
• Invitations to monthly open houses at parish school
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“ANN AND JOHN”
Ann, 32, and John, 34, reside in Flushing. John is an accountant and
makes $68,000 per year. Ann stays home full-time with the couple’s
three children, ages 6, 4 and 2. They are lifelong Catholics and
participate fully at their parish. Both Ann and John attended Catholic
grade schools, and Ann also attended a Catholic high school. While
they both see the value of Catholic education, the couple cannot
imagine how their financial situation will allow them to enroll their
children at their parish school and add a monthly tuition bill to their
budget for the foreseeable future. To do so, they fear that Ann would
be required to go back to work and they would need to put their younger children in
daycare, and this is not an option they are willing to consider.
Strategies to reach this audience:
• FAITH magazine story about a family that chose Catholic schools despite a tight family
budget
• Postcard focusing on aordability of Catholic schools
• Emails from parent ambassadors about satisfaction with the decision to enroll in
Catholic schools
• E-newsletter story about family budgeting
• Facebook, Instagram and Twitter posts about school events that demonstrate school
community atmosphere
• Invitations to monthly open houses at parish school
“LAUREN AND RICH”
Lauren, 36, and Rich, 40, reside in Williamston. Their combined
household income is $185,000. They have three children, ages 3, 5
and 9. Lauren is a lifelong Catholic who attended Catholic schools
through high school and hopes her three children might do the
same. Rich is not Catholic. Their son attends public school but
Lauren has convinced Rich to reconsider their choice now that
their daughter will enter kindergarten. Both parents are concerned
about the cost of Catholic school tuition.
Strategies to reach this audience:
• FAITH magazine story about top graduates at each DOL high school
• Postcard focusing on test scores and academics
• Emails with profiles of high achieving students, awards, programs
• E-newsletter story about helping Catholic kids prepare for college
• E-newsletter story with tips for choosing a high school
• Facebook, Instagram and Twitter posts about achievements of students and schools
• Invitations to monthly open houses at parish school and area high school
“CAROL AND FRANK”
Carol, 71, and Frank, 76, are retired and live in Dexter. They formerly
lived in Ann Arbor and sent their children to Catholic schools from
kindergarten through high school. Only one of their three children
is married and the couple has no grandchildren yet. They spend
their time traveling, bicycling and enjoying a quiet life at their
lakefront home. They are actively involved in ministries at their
parish. They give generously to parish and diocesan fundraising
campaigns. Their parish has no elementary school, but they remain
strong supporters of Catholic education.
Personas, cont.
Strategies to reach this audience:
• FAITH magazine story about about alternative spring break students
• Postcards focusing on faith formation, test scores, academics
• Emails with profiles of sacrament recipients, high achieving students, awards, programs
• E-newsletter story about religious education in schools
• Facebook posts about schools, teachers and student success
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Campaign Tactics
1. Targeted direct mail to families of Pre-schoolers, kindergarteners and elementary-
aged children with immediate choices to make about their children’s education.
2. A comprehensive content marketing strategy utilizing a broad spectrum of content
(print, digital, video) about Catholic education, the success of Catholic schools, tools
to evaluating educational choices, and other topical concerns for parents, as well as
content of interest to children who seek to influence their parents’ decisions.
3. Eective use of FAITH magazine and various social media platforms to push content
to targeted audiences, especially Facebook, Instagram, and text messaging.
4. Use of a campaign specific landing page on the DOL web site that leads people to
response options, including seeking information from specific schools, signing up for
information sessions, joining an e-newsletter list, or donating to support scholarships
for Catholic education.
5. Ongoing electronic communication via an e-newsletter to maintain relationships with
prospects and Catholic school parents, keep them in the channel for the future, and
maintain awareness and positive perceptions about DOL Catholic schools.
6. Traditional advertising such as billboards, television and radio ads, as well as
promoted social media posts and SEO.
7. Grass roots advertising such as yard signs and bumper stickers
Bumper Sticker
Apparel
CHOOSE CATHOLIC SCHOOLS IN THE
DIOCESE OF LANSING
Billboard
Yard Sign
Postcard Series
FAITH CATHOLIC IS A NATIONAL
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service in custom publishing and
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Your mission is our mission:
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people of your diocese, contact
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Oce of Education
Diocese of Lansing
1500 E. Saginaw St.
Lansing, MI 48906
PRIORITIES
VALUES
FAITH
POTENTIAL
VICTORIES
witness the dierence IN YOUR CHILD’S EDUCATION
www.dioceseoflansing.org
Return Address Here
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Mailing Address Here
Mailing Address Here
Mailing Address Here
Mailing Address Here
Mailing Address Here
CATHOLIC SCHOOLS
IN THE DIOCESE OF LANSING
• 29 elementary schools
• 1 middle schools
• 4 high schools
• 9,000 students
Accredited by the Middle States Association of Colleges and
Schools. Members of the National Catholic Education Association.
“Letter from Bishop Boyea Here Letter from
Bishop Boyea Here Letter from Bishop Boyea
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Letter from
Bishop Boyea.”
www.dioceseoflansing.org
SCHOOLS IN THE NORTHERN VICARIATE
Blessed Sacrament School
Cathedral Preparatory High School
Holy Family School
Mercyhurst Preparatory High School
Our Lady of Mt. Carmel School
Our Lady of Peace School
Our Lady’s Christian School
St. Boniface School
St. George School
St. Gregory School
St. James School
St. Joseph School
St. Luke School
St. omas School
Villa Maria Academy High School
LEARN MORE ABOUT CATHOLIC
SCHOOLS IN THE DIOCESE OF LANSING
BY VISITING OUR WEBSITE
• Connect with a school principal
• Connect with a parent ambassador
• Sign up for E-News about Erie Catholic Schools
• Register for Kindergarten Roundup
• Register for Middle School Info Session
• Take a tour of your nearby Catholic Schools
• Take a tour of a High School
DIOCESE OF LANSING
CLINTON
COUNTY
SHIAWASSEE
COUNTY
GENESEE
COUNTY
EASTON
COUNTY
INGHAM
COUNTY
LIVINGSTON
COUNTY
WASHTENAW
COUNTY
LENAWEE
COUNTY
HILLSDALE
COUNTY
JACKSON
COUNTY
THE DIFFERENCE IS
Excellence Faith Commitment
Tri-fold Brochure Cover
Tri-fold Brochure Inside
BELONGING
12 13
DIOCESE OF LANSING
Witness the difference in your child’s education
FIND A
SCHOOL
SCHEDULE
A VISIT
SUPPORTLEARN
MORE
DIOCESE OF LANSING
Witness the difference in your child’s education
FIND A SCHOOL SCHEDULE A
VISIT
SUPPORTLEARN MORE
DOL Web Site/Catholic Schools Landing Page
The campaign hinges on the use of a landing page at the DOL website’s Catholic
schools section that leads people to calls to action. In order to make this a responsive
environment that is viewed on all platforms, the schools section of the DOL web site will
be the first phase of a new, multi-phased diocesan web site. The landing page will include
the ability to engage with the campaign calls to action:
1. Search for schools by name and location
2. Sign up to receive information from selected schools
3. Sign up for information sessions such as pre-school and kindergarten round up days
and middle school visits
4. Make appointments with school representatives and parent ambassadors
5. Join the e-newsletter list
6. Donate to a campaign-specific fund and/or scholarship fund
The landing page’s responsive
design will adapt to all platforms.
Diocese of Lansing
Dear Parents,
Here’s how to:
THE DIFFERENCE IS EXCELLENCE
HERE’S
HOW TO:
ENROLL
LEARN MORE
SPONSOR
DONATE
SCHEDULE A VISIT
FIND A SCHOOL
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The Most Rev. Earl Boyea
Bishop of Lansing
Website
Facebook
Twitter
E-blasts
CHOOSE CATHOLIC SCHOOLS IN THE
DIOCESE OF LANSING
Pinterest
DIOCESE OF LANSING
Witness the difference in your child’s education
FIND A SCHOOL SCHEDULE A
VISIT
SUPPORTLEARN MORE
14 15
Allocation of Funds
1. Campaign branding and design of landing page for DOL web site
2. Professional photography of each school for materials and web site
3. Training for DOL school marketing personnel: Full day program including invited
keynote speaker, lunch, customized marketing plan and collateral for each school, full
marketing kit with samples, rollershade and digital versions of all materials
4. Customized brochure for each school including design, copy, photography and initial
printing of 500 copies for all 34 schools
5. Direct mail campaign, including writing, design, printing, list and postage for 10
postcards customized by region
6. Content marketing, including editorial, e-blasts, e-newletter, web site updates
7. Five-minute mini-documentary video on DOL Catholic schools with full professional
production
8. Social media advertising, SEO and paid search
9. Traditional and grass roots advertising (billboards, television, radio, yard signs, bumper
stickers)
Training for School Sta/Parent Engagement
A key component of the plan is a comprehensive marketing training module for school
sta and the development of a Parent Ambassador program, bringing the enthusiasm and
energy of committed parents to bear on the marketing campaign. Training for school sta
and volunteers will include:
1. Full-day training program designed for school sta and their volunteers to help
schools create specific goals and measurement tools, and to help them organize the
implementation of marketing strategies at their schools
2. A complete materials kit for every school including a marketing guide, collateral
material and samples of all forms of communication
3. Ongoing support via e-newsletter, email support and DOL web site enhancements
FAITH Catholic obtains permission from parents to use photography taken in diocesan schools for school marketing purposes. Images in this proposal are mock ups
only to show examples of marketing materials. Actual materials will include photos from all diocesan schools.
Patrick M. O’Brien
President and CEO
pobrien@faithcatholic.com
517.853.7601
Marybeth Hicks
Director of Marketing
mhicks@faithcatholic.com
517.853.7697