The following post is contributed by Brother Brian M. Walsh, president at Bergen Catholic High School. Br. Brian will be presenting at the Institute of Catholic School Leaders in July. Click here for more information and to register.
Here at Father Sixtus-Mother Pius Academy we provide a solid Catholic school education.The BOARD follows the traditions handed down to us by our founders (FS & MP):
We are not the first by whom the new is tried,
nor the last to lay the old aside.
We keep our tuition the most reasonable in,
this area by scrimping and saving.
We pray fervently each day: Dear Saint Kunykunda,
remove that spear from out your ear and hear our
humble prayer.
Yet, unlike during the time Father Sixtus and Mother Pius were with us (the good old days), enrollment continues to decline each year. Why some whose grandparents and parents went to our school decide on another school for their children. We struggle to continue to present a positive face to our publics even though we know we provide a solid, faith-based education.
WHAT TO DO
Father Sixtus and Mother Pius did not begin an Academy that had a strong enrollment known for its strong Academic focus within the solid Catholic tradition.
FS & MP began by asking questions: why do we want to start this school, whom do we want to attract to it, why would they want to attend, if they do attend what will the outcome be for them that will be different from attending some other school.
After they answered those questions, they noodled them to get to a point where they asked more questions: how will the community know who we are? For what we stand? How will they recognize us for being different? Why will they want to be part of us?
Having decided the position to take in the community and the way they would be known, Father Sixtus and Mother Pius then set out to let the Greater Vulcan area know that there was a new, quality Catholic School available to families. A Catholic school that planned on being better than best.
Our work-a-long presentation at ICSL will ask participants to noodle:
- their POSITIONING STATEMENT (why you are difference where it counts)
- the elements used in showing who they are: BRANDING (consistency of message, logo, fonts used, and so on)
- how you tell your story: MARKETING (timing, media, frequency, etc.)
