Celebrate Catholic Schools - Part II

     Happy Catholic Schools Week 2009!

     Two years ago, I published "Celebrate Catholic Schools" as the Marketing Matter for Catholic Schools Week.  Sadly, I didn't follow one of the primary tenets of marketing - repetition.  And continued repetition, even when you think the message has been received.

     In a nutshell, my theory was that our society's propensity for headline news, soundbites, and double entendre has turned what was supposed to be a positive event - Catholic Schools Week - into a mindset that may have led to a decline in school enrollment, since the phrase sounds the same as "Catholic Schools Weak."  (You can read the whole article by clicking here.)

     After publishing the article, and hearing some buzz that things were indeed going to change, I stopped talking about it, waiting for the announcement of the theme for 2009.  When I found it was "Celebrate Service," but still had the words "Catholic Schools Week" associated with it, I realized that I the message hadn't been fully received and understood.

     And this year, as we - "Celebrate Catholic Schools" - we are fearful of how the current economy will affect the coming 09-10 school year.  In that light, are we:

• Contacting our parents to get their commitment to return next year
• Talking to parents - face to face - that aren't in our school and asking them to "come and see"
• Visiting your supporting parishes and talking with potential parents - information nights, pulpit talks, at new member breakfast gatherings, or as they're exiting Mass
• Have open houses EVERY WEEK - rather than once or twice a year
• Inviting parents of our pre-schoolers to participate in the life of the school - rather than treating them as pre-schoolers, treat them as part of the school community by encouraging their participation at PTG meetings and activities
• Asking our current parents to be ambassadors of our school to the greater community.  Remember - parents talk to parents
• Asking students to invite their friends (that aren't in your school) to an "Invite Your Friend to School Day."  Remember - kids talk to kids

All these things (and many more) are located in list to the left.

       I'll continue to market the "Celebrate Catholic Schools" idea, or, at the very least, come to the point where we can celebrate "Catholic Schools Month."  Let this week be a starting point to your commitment to redouble your marketing efforts, and keep marketing, even after you think the message has been received and understood, constantly celebrating YOUR school!  Making the connections among your parents, parish and community on an on-going basis throughout the entire year strengthens your school's image as an asset to the community more than any week-long campaign will.

© Michael V. Ziemski, SchoolAdvancement, 2009 (Original Publication Date: 20090126)

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