New Ad Agency Offers Modern Take on Traditional Values

| February 1, 2013

Syracuse Diocese Catholic Schools logoCatholic Schools Work. While this might be stating the obvious to some, the Catholic Schools Office is working with a new advertising agency to make sure audiences around the diocese get the message loud and clear. This tagline is at the heart of a new marketing campaign for the 22 schools of the Syracuse Roman Catholic Diocese.

Last year, Catholic Schools Superintendent Christopher Mominey and his team, which included Director of Communications and Assistant Chancellor Danielle Cummings and Catholic Schools Marketing Consultant Caroline K. Reff reviewed proposals from several reputable advertising agencies. The goal was to find a fresh approach to effectively marketing diocesan Catholic schools as a unified system with outstanding educational opportunities. They found the right fit with Stew Koenig, president of Koenig Advertising/Public Relations of Syracuse, NY.

“We were immediately impressed with the ideas Stew presented, and, even more so, the enthusiasm he had for our account,” said Reff. “He worked hard to gain our business and our confidence in his agency’s ability to develop a new and vibrant approach to our schools. We liked the Koenig agency’s professionalism and sense of humor, and we are excited to work with Stew and his creative partner Linda Egerton to better brand our schools and solidify the message that ‘Catholic schools work.’”

The Koenig team went to work developing a new logo to represent the diocesan schools as a unified system. After careful consideration, a design was selected that incorporated Mominey’s “pillars” of Catholic education concept, while also integrating a cross to clearly represent the Catholic identity of the brand.

“I never realized how much effort goes into a logo design, but we are very pleased with the results,” said Mominey. “This new logo is not meant to replace individual school logos, but it is designed to be included in school materials across the diocese as a reminder that we are working together.”

A second step was to develop a media campaign to market the schools and draw new students. In August 2012, Koenig introduced a late-summer registration campaign with humorous radio spots and online advertising that drove potential families to the diocesan website for information. Reaction was positive, and, according to Mominey, seemed to factor into an increase in enrollment just before school opened in September.

The bulk of the campaign, however, focuses on the traditional late-winter/early-spring registration period beginning with Catholic Schools Week. Koenig has developed a movie-trailer-themed television spot, complete with a booming announcer’s voice and video clips of Catholic school students. The spot is tailored for the three markets diocesan schools serve and emphasizes the “Catholic Schools Work” message. Television advertising will be complemented by online ads, billboards, radio commercials and other marketing opportunities.

“We know how well our ‘Catholic schools work,’ and this campaign is going to ensure that everyone else gets that message, too,” said Mominey. “It’s an exciting project that is going to benefit each of our 22 schools and drive future enrollment across the diocese.”

Submitted by Inkwell Creative Services, Syracuse, NY.



Category: Stewardship

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