LifeCare centers combine to save lives Page 13A
Newspaper of the Archdiocese of St. Paul and Minneapolis
The Catholic Spirit News with a Catholic heart
January 19, 2012
Legislative guide for Catholics B-Section
TheCatholicSpirit.com
Catholic schools take marketing big-time Talking to ‘Tina’: ‘Aim Higher’ campaign uses modern methods to tell the story of a great product By Bob Zyskowski The Catholic Spirit
When Tina considers where to send her child to school, at the top of her mind will be the very positive things she hears and sees and feels about Catholic schools. That’s the aimed-for outcome of “Aim Higher,” a polished new marketing campaign the Archdiocese of St. Paul and Minneapolis is launching right now. The brand’s message urges Tina to aim higher and choose a Catholic school because Catholic schools aim higher and will deliver what she is looking for spiritually, academically and personally for her child. The message is delivered in a variety of ways, including a video that not only shows the positive face of Catholic schools but tugs at the heart as well. Of course, there is no actual “Tina.” Tina is the target audience, a composite of the person most likely to make the education decision in a family. She’s 32, lives in a suburb like Crystal in a 1980s-era subdivision in a three-bedroom home with 1-1/2 baths. She works part time as a bookkeeper. Tina embodies the person Aim Higher is targeting after research and focus groups and testing — all the modern-
Photo courtesy of Story Stick Marketing
Students from Blessed Trinity Catholic School in Richfield are pictured in a photo that is being used as part of the “Aim Higher” marketing campaign.
day work that goes on behind the scenes when big firms like Best Buy and Target do their branding initiatives. The result is a professional marketing campaign unlike anything Catholic schools in this area have seen.
Catholic high schools graduated 99.4 percent of their students, she didn’t think that could be true.
Graduation rate amazes
She believes now, and among the words of advice she delivered Jan. 14 was, “That’s one number to repeat to other people.”
Gail Dorn didn’t believe the number. Dorn is the vice president of marketing and communications for Target Corporation, and when she heard that last year
“It is just astounding,” Dorn said. “I was reluctant to use the number at first because I didn’t believe it.”
That day, some 65 people from 21
schools — Catholic school administrators, faculty and parent volunteers — came to Hill-Murray School in Maplewood for a half-day “champions camp” — the first of six such workshops intended to energize people whom the campaign sees as brand ambassadors for Catholic schools. The sessions are being repeated this week and next at other geographicallyPLEASE TURN TO CAMPAIGN ON PAGE 22A
INSIDE THIS ISSUE:
Many are the promises of God As announcement weekend Feb. 18-19 approaches for the 2012 CSA, The Catholic Spirit focuses the spotlight on one of the ministries that benefits. — page 5A
Praying for Christian Unity
Foundation’s good news
Archbishop John Nienstedt encourages individuals and parishes to participate in Week of Prayer for Christian Unity. — page 2A
The Catholic Community Foundation’s grant total reaches highest amount ever. — page 8A
Searching for answers
Crashed Ice at the Cathedral
The hockey team chaplain and others at Benilde-St. Margaret’s offer support to paralyzed student and entire school community. — page 6A
The Cathedral of St. Paul offered a picturesque backdrop and warm hospitality for the Red Bull Crashed ice competition. — page 24A