Marketing Plan – 2010-2011
Marketing Goals:
To aid in the creation and implementation of strategies that promote and help to fund the many
programs and initiatives at St. Vincent de Paul School.
Strategy:
Design, review and implement marketing programs and communications strategies that are planned
through Development. Find ways to communicate and market the school, and its programs to
stakeholders of the parish including students, parents, faculty, staff, the church community, as well as
the external community (businesses and partners).
Highlight and differentiate our strengths:
A. Integrated Catholic Values – Community in Christ vision
B. Academic Excellence – Opportunities in science, technology, Music/band, fine arts, languages
C. Diversity of Educational Opportunities – Resource Program: Special Ed & Talent Development
D. Diversity of Athletic Opportunities
E. Good Stewardship & Service to the Community – We Care Week, Family Service Day, etc.
Marketing Objective:
Develop marketing materials, community out reach, seminars, and programs. Create and direct
materials and programs to the appropriate Stakeholders using multi-media venues, including the web
site, FACEBook, mailings, email, etc
GOALS & PROJECT DESCRIPTIONS
1.
COMMUNICATION & MARKETING OF THE SCHOOL
a. Implement fall School newsletter (8-page) sent to all parishioners, including technology&
fine arts wish list, donation envelope, & key articles & calendar information.
b. Promote the strategic plans, classroom, technology & fine arts needs of the school the size
of St. Vincent’s.
c. Improve the volunteer support and involvement in the school
d. Plan and organize an Open House and Parish Breakfast during Catholic Schools Week (last
Sunday in January) to create community spirit and promote Catholic education. This event
promotes us and provides information on new programs and opportunities for involvement
and gifting to the school.
e. Establish a school FACEBOOK page for events, calendar information and to expand the
social network to connect the school to families and alumnae on a 24/7 basis.
f. Update all Development brochures and materials on school website.
g. Evaluate and implement an on-line donation option for the website and FaceBook pages.
Message – Community in Christ, Catholic Values, Good Stewardship and Service to Community
Stakeholders – All St Vincent families (parishioners)
Plans: Newsletter is written in Aug-Sept and edited/printed, mailed by November 1 each year.
Assigned to - Development Office with design support from Lesley Wright
Budget (postage) - $500. Newsletter mailing cost is budgeted. Design and printing is at no cost.
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October 12, 2010
2. ENDOWMENT & SCHOLARSHIP FUNDS – F.A.C.E. Program
a. Update and distribute the FACE brochure. Brochure and reply card will be the primary
marketing piece used to explain and promote the school’s future vision.
b. Implement the marketing plan to continue promoting the FACE program to encourage
gifting to scholarships, endowed funds and planned giving options.
c. Develop an ongoing, strong communications strategy and awareness of various gifting
opportunities (FACE, scholarship funds, will bequests, corporate matching gift programs,
etc). Educate families on the importance of growing the endowment funds.
d. Enrollment – Implement Newly Baptized Packet Materials for Parents – Maintain and
distribute packets to contact all parents of newly baptized children ages1-4. This program
provides excellent Christian information prior to Kindergarten, to help increase enrollment.
e. Create new Planned Giving educational sessions (fall – winter, one hour program series) to
provide information for families to make important life planning decisions.
Message – Community in Christ, Long term vision to preserve school for generations, fund raising for
financial security and scholarship dollars for tuition assistance.
Stakeholders – St. Vincent families, parishioners, alumni, prospective school families
Plans – Continue implementation of FACE, complete recognition wall & gifts for donors, and plan
annual brunch/mass in June. Modifying or print materials, if needed. Communicate continuously the
value of the program.
Assigned to – Development Office (with input from Development Committee & School)
Budget - $2,500
3.
STRATEGIC PARTNERSHIPS
a. Explore potential new partnerships with businesses in the community who will support
programs and events at the school. Dupont Hospital has become a partner in wellness and
program/nutritional assistance.
b. Publicity - Send press releases to area Catholic papers and mainstream media contacts.
Message – Integrated Catholic Values, Community Involvement, Strengths of Catholic Education,
Diversity of Educational & Athletic Opportunities
Stakeholders – All
Plans – Initial contact with Parkview Physicians Group with support pending. Identify other local
businesses (including parishioner managed corporations).
Budget - $0
Assigned to – Development Office (ongoing)
4.
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FUND RAISING ACTIVITIES
Plan and promote existing or future projects that result in donations and fund raising for the
school including:
Celebrate St. Vincent’s event (now moved to February 12, 2011)
Parish Rewards partnership program
Potential for Annual fund drive (analyze feasibility and define direction)
Technology & Fine Arts Wish Lists (Fall-Winter) – Issued in Fall Newsletter
Parent Partnership programs (Office Depot, Target, Lands End, GoodSearch
and GoodShop – all offering school rebates)
Plan a Parish appeal at Masses on a weekend in June 2011 to raise funds for the school,
to raise money for the endowments, scholarships and Tuition Assistance.
October 12, 2010
FUND RAISING ACTIVITIES (continued)
Message: Good stewardship & financial support, Catholic identity, involvement in the Community in
Christ
Stakeholders – Current and future school parents, parishioners
Assigned to – Development Office input from Development/Marketing Committee
Budget – See annual event budget for Parish Rewards & the Celebrate event. Other programs have no
cost at this time.
5.
ALUMNI RELATIONS & PROGRAM
a. Organize a new alumni program to engage graduates and families in the school.
b. Develop a new FACEBOOK page (page is designed but needs enhancements).
c. Research student alumnae graduates and define how to capture contact information (emails,
through FACEBOOK, database, etc.)
d. Define alumni volunteer efforts and social gatherings to promote school spirit.
e. Define the best way to approach alums for donations and financial support.
Message – Stewardship, volunteering, involvement in school.
Stakeholders – St. Vincent families, parishioners, alumni (grandparents, etc)
Assigned to – Development Office (with input from Development Committee & School)
Budget - $500
Revised: 9/13/2010
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October 12, 2010