Partners in Mission

In today’s competitive educational landscape, understanding and leveraging the unique strengths of Catholic schools is more critical than ever. As Catholic educators, we are called to promote our mission in ways that resonate deeply with current and prospective families. Within our institutions lie powerful constituent groups – performing arts, clubs, service programs, athletics and more – that can serve as authentic ambassadors of our schools’ values and offerings. Building relationships with these leaders isn’t just advantageous; it’s essential.

Pope Francis reminds us of broader purpose of our work, stating:

“Work should be the setting for this rich personal growth, where many aspects of life enter into play: creativity, planning for the future, developing our talents, living our values, relating to others, give glory to God. (Laudato Si)

Applying this wisdom, enrollment marketing becomes an opportunity to foster growth, connection, and belonging within our communities. For families exploring Catholic Schools – especially those with children passionate about the arts, robotics, athletics, or service – personalized communication is key to drawing them deeper into the enrollment management funnel.

Imagine receiving an email tailored to a student’s interests, complete with links to multimedia content showcasing those interests in action. For example:

A short video of the robotics team competition or practice

  • A highlight reel of the school’s fall dram production
  • Testimonies from students and coaches about team culture in athletics

These communications provide families with an authentic glimpse into life at your school and establish a connection that fosters trust and excitement.

The Role of Constituent Leaders

To execute this effectively, it is vital to develop relationships with the leaders of these groups within your school. Coaches, club moderators, and program directors are not just gatekeepers of their respective areas; they are storytellers who can articulate your school’s mission in action. Their insights and experiences can help build a library of multimedia assets – videos , testimonials, photos – that allow families to see themselves thriving in your community.

The best enrollment professionals know how to use these assets strategically. They create personalized enrollment journeys by aligning family interests with the strengths of the school. This level of personalization signals to families that they belong here, that their values align with yours, and that your school is committed to helping their child achieve greatness.

Tailored Messaging for Different Entry Points

While personalized marketing is critical, it must also be dynamic enough to meet families where they are in the enrollment process. For some, it might be a warm introduction via general video; for others, a targeted email from a program leader could be the next step. Wherever the entry point, the messaging should always emphasize:

  • Belonging – “We want you here”
  • Excellence – “We have high standards, and we believe your child can meet and exceed them.”
  • Faith in Action – “Our Catholic values permeate all we do.”

These belonging cues are timeless and should be reinforced at every touchpoint.

A Mission-Driven Approach

Marketing Catholic schools require more that just strategy; it requires faith-driven intention. By highlighting the unique programs, values, and opportunities within your school through personalized, creative, and authentic communication, we not only meet families’ expectations – we exceed them. In doing so, we inspire them to see our schools as places where their child can grow academically, spiritually, and personally.

It’s time to tap into the constituent leaders in our schools and use their stories to elevate our marketing. Together, we can build thriving communities that reflect the best of Catholic education.