After hiring a new director of PR and marketing for schools in August 2007, the Archdiocese of Washington is taking a fresh and energizing look at how to market its schools.

In its initial phase, the new “Shaping their Future through Faith” campaign began with on-air and streaming radio spots on 97.1 WASH FM after Thanksgiving on the station that broadcasts all Christmas music between Thanksgiving and Christmas.  Christmas music and the Christmas season are the perfect time for a soft sell reminding people that Catholic schools are here, excellent and unrivaled.  It also is a great lead-in to January and Catholic Schools Week helping to build interest and momentum.

In January, the mad dash for registering at Catholic elementary/middle schools begins.  During the month of January, the archdiocese is placing advertising on the outside of buses throughout all of its regions, including Southern Maryland.  The ads are clean, engaging and fun and are meant to lift up the visibility of Catholic schools and the spirits of those who see them.  These ads also are the basis of web advertising being placed so far on WASH FM and the archdiocese’s newspapers (Catholic Standard and El Pregonero).

Additionally, the Archdiocese of Washington and the Diocese of Arlington are collaborating on areas where they might jointly promote Catholic schools and teacher recruitment.  One result of their discussions this fall was to share the cost of the bus advertising buy with the bus system that includes DC, Arlington and the Maryland suburbs.

Click here to listen to the radio spot.

For more information contact Kathy Dempsey, Director of PR and Marketing for Schools, Archdiocese of Washington ( dempseyk@adw.org)