Catholic schools launch major
advertising campaign
Joe Kohn of The Michigan Catholic
Published May 5, 2006
Detroit – To some, the value of Catholic education is so paramount in the development of today's children that they want to shout it from the rooftop.
But the Archdiocese of Detroit has decided that leasing billboards, running radio spots and taking out newspaper advertisements would be a more effective way to get the word out.
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This billboard, alongwestbound I-96 Freeway on Detroit's west side, isone of several bearing the archdiocese slogan to promote its schools: "Teaching minds. Reaching hearts." | That's why the archdiocese's Office for Catholic Schools is conducting an unprecedented ad campaign to promote the value of Catholic education.
"The idea of this is to send out messages to the public about the benefits of a Catholic school, not only in terms of academic success and academic excellence, but also in terms of educating the child and enabling the child to become a contributing member of the Church and of the broader community," says Tamra Hull, marketing director for the Office for Catholic Schools.
The campaign will roll out in three phases. The first began in late April and will run until late May. A second phase, focused on Catholic high schools, will run in the fall, and a third will be launched in the winter as grade schools kick off open-house season.
The advertisements, Hull says, are designed to raise awareness of the unique aspect of Catholic schools – that they educate the whole child, both mind and soul. The slogan for the campaign is "Teaching Minds. Reaching Hearts."
"Catholic schools encourage achievement and excellence on many levels – academically, morally and spiritually," says Hull. "Our media campaign is designed to send this message to the public in a fresh way."
In May, billboards and other large poster advertisements will be visible from Detroit's major freeways and several major roads such as Gratiot and Grand River avenues. Newspaper advertisements will run in community newspapers throughout the city and the suburbs. And 13 radio stations – three AM and 10 FM – of various formats will tout the benefits of Catholic schools.
The advertising campaign also will feature Spanish-language advertisements in Hispanic publications such as The Latino Press and El Centro.
Hull, who started in her new position in December 2005 to promote the image of Catholic schools through marketing, says the campaign is meant to raise awareness of all Catholic schools throughout the archdiocese. It's focused on Catholic families, foremost, but also is meant to convey to non-Catholics that Catholic schools are welcoming, quality institutions with spiritual benefits.
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Tamra Hull, marketing director for the archdiocese's Office for Catholic Schools, shows off some advertisements for Catholic schools to be used in newspapers in and around Detroit. | "We're pleased that the archdiocese is focusing some much-needed attention and funds toward advertising the 'catholic,' with a small 'c,' aspect of what we have to offer in the education world," says Sharon Long, alumni director for St. Mary of Redford Elementary School on Detroit's west side, a school with a large population of non-Catholic students.
"I think focusing on the aspects of Catholic education – not only for Catholic children, but for families who are unchurched and perhaps would like some more information on the Catholic Church – is important for those who want a firm grounding of excellent education for their children," Long adds.
Gabrielle Erkin, principal of Shrine Academy and Shrine High School in Royal Oak, says the archdiocese's marketing efforts can only help schools that, on their own, don't have the resources to support major advertising campaigns.
"It'll benefit everybody because the campaign focuses on benefits for all Catholic schools," Erkin says. "It allows all the Catholic schools leverage their marketing dollars and reach a larger number of kids."
In terms of the image of Catholic schools, Erkin adds, the new campaign might serve to give some parents a view of modern-day Catholic schools, which aren't exactly like the ones the parents themselves went to decades ago.
"I think a lot of the perception of the general public is based on the Catholic schools of the parent's generation," she says. "And perhaps parents aren't aware of how cutting-edge the Catholic schools are now."
If the advertising campaign succeeds, more of the general public will realize that they have a high-quality choice when it comes to education.
To track the campaign's effectiveness, Hull says, the advertisements have a toll-free phone number, (877) AOD-TEACH, where the will be counted. The campaign also marks the introduction of a new Web site address for the school's office, www.aodschools.org. The number of visitors to the Web site also will be counted.
Radio Ads: Radio Ad 1 | Radio Ad 2
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