START STRONG: Establishing a School Branding and Marketing Calendar

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“You do not rise to the level of your goals. You fall to the level of your systems.” 
– James Clear (Atomic Habits)
The Power of Quality Systems
For many of today’s Catholic schools, there exists a strategic plan with an exhaustive, lengthy list of goals. While a good start and valiant effort, this vision must be accompanied by a workable and reliable system of implementation that aligns with the mission, utilizing the gifts of staff with resources to maximize effective results.
In looking to achieve higher levels of school vitality (See the Seven Circles of Catholic Vitality for Schools), this concept of systems-thinking must be integrated into every aspect of the operation. In building these systems, here are some key components:
Understand and clarify the mission, vision, values, goals and strategies.
Build the governance and leadership process as a collaborative effort.
Design the process around strategy, decision-making and personnel.
Establish clear roles, responsibilities, schedule and accountability.
Pay attention to blind spots, opportunities and growth areas.
Solicit input and make a commitment to continuous improvement.
 
Let’s Talk Branding and Marketing
As one of these critical success systems, your school needs to function daily with a proven branding and marketing process, first, with goals and by applying the above key components to your image and messaging efforts.
By definition, the purpose of the effective school branding, marketing and communication process is to implement a systematic, comprehensive and well-executed process to actively, communicate, promote and advance the school’s mission, purpose, values, vision and marketplace advantages.
As a foundational building block to attracting and connecting with your audience, it all begins with branding. The next step is to convert your values, Catholic identity, tradition and vision into a series of branding message statements. Here are six examples:
We are a Catholic school, possessing a strong Catholic identity and mission, equipped to serve the local, regional and global Catholic Church.
We demonstrate academic excellence, striving to be a school of vitality and distinction.
We are a committed team of faculty and staff, dedicated to learning, growing and sharing.
We are constantly improving our programs, processes and facilities, creating a culture of continuous improvement.
We are a community of selfless service – to each other, the area and the Church.
We permeate our spirit with quality athletics and extracurricular activities.
 
Once established and with dedicated resources, we take these branding message statements and convert them into the weekly, monthly and annual school marketing plan with strategy. The School Marketing Toolkit includes the following design elements:

 A fresh and vibrant school logo in various formats
An effective and responsive school website with professional design features
Weekly social media posting with share partners
 Print media: flyers, brochures, posters, signage, magazines, newsletters, etc.
Electronic media: text, video, blogs, cable shows, radio, social media, etc.
Advertising: print, digital, billboards, school merchandise (swag), etc.
Press releases and media announcements/alerts
Targeted and direct mail based on event, activity and audience
Open House and school tours
Raving Fan Marketing Plan with ambassadors

The Four Seasons of the Branding and Marketing Calendar
With the branding message statements and the elements of the School Marketing Toolkit in place, you are now ready to create the branding and marketing calendar. At Catholic Vitality 360, for organizational and operational purposes, we formulate this process onto the four seasons of the school year.
 Season #1: Summer – June, July & August
Conduct Evaluation of Marketing Activity & Strategy
Promote Graduates & Awards
Establish Goals, Budget & Needed Resources for Marketing & Events
Create Marketing Plan with PIC: Person In Charge
Check Logo Standards & Website
Train Personnel & Ambassadors
Solidify Calendar and Logistics
Finalize Registration 
 Season #2: Fall – September, October & November
Profile New Leadership & Vision
Launch Daily Digital Campaign
Faculty & Staff Profiles
Fall Sports & Clubs
Service Projects & Holidays
“We Love Our School” Promotion
New Families, Tours, Shadow Days
Open House: Mailings & Postings
Activate Ambassadors with Messaging, Tools & Accountability
Season #3: Winter – December, January & February
Mid-Year Update – Snapshot
Winter Sports & Clubs
News on Catholic Schools Week
Teacher & Student Profiles
Mailings to Prospective Families
Enrollment Activities
Prospects & Registration
Tours & Follow-ups
SEM Contact Map
Registration and Welcoming Process
Season #4: Spring – March, April & May
State of the School
8th Grader/Senior Spotlights
Spring Sports & Clubs
Showcase “God Moments”
 Utilize School Ambassadors
Enrollment Reminders & Contacts
Execute Digital Marketing Plan
Promotional Letters & Calls, Targeted Texts, E-mails
Follow-up with all Prospects
Please know that this process will take time to develop and flourish. You have a unique story to tell and the purpose of this marketing effort is to share your wonderful and compelling story with boldness and conviction. The consistency, frequency and reach of your positive message is paramount.
You also need good word of mouth in the community and your faculty and staff are the most important marketing ambassadors for the school. No gossip and no complaining outside the building, because this negativity can impact our mission, image, enrollment and our financial stability. Work together, with God’s Grace, to solve your challenges!

We Can Help
At Catholic Vitality 360, it is our ministry to serve your needs. Our mission is your vitality. All of the processes we share in our writings, videos and Zoomcast, THE CIRCLE are available to you. You are not alone in this work and we are happy to help. We consider you and your parish/school a vitality partner with us as we navigate building the Kingdom of God. Our proven approach will provide clarity, a working plan and a proven system that produces impressive results and engages more people in the life of the parish/school.
Engage others, share this dynamic vision, create a collaborative team and build ongoing vitality.
This will take time, patience, persistence, perseverance and PRAYER.
Do not fear, we walk in Faith and this is God’s work. 
Be Good and Do Good.
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To achieve higher levels of school vitality, your school's system must be integrated at all levels.
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