1. Building Beckman Catholic

2. Sarah Gotto Graphic Designer
Bridget McQuillan
Researcher
Catherine Bethke
Copy Editor
Carol Anderson
Account Executive
Sarah Gotto Graphic Designer
Emily Havertape
Media Manager

3. Build a faith-filled future at Beckman Catholic
SWOT Analysis
Strength: brand perception
Weakness: cost
Opportunity: local churches and feeder schools
Threat: surrounding schools
Build a faith-filled future at Beckman Catholic

4. Build a faith-filled future at Beckman Catholic
Problem
Enrollment is slowly decreasing
Find new ways to recruit new families
Build a faith-filled future at Beckman Catholic

5. Build a faith-filled future at Beckman Catholic
Objectives
Raise awareness for Beckman Catholic in the Dyersville community
Sustain the enrollment of Beckman Catholic
Potentially increase 10% in a time span of 2 years
Build a faith-filled future at Beckman Catholic

6. Build a faith-filled future at Beckman Catholic
Strategy
Reshaping the brand image of Beckman Catholic through our tactical marketing campaign
Slogan:
Build a faith-filled future at Beckman Catholic
Build a faith-filled future at Beckman Catholic

7. Build a faith-filled future at Beckman Catholic
Target Audience
Families in the Dyersville area:
Annual household income in the range of $40,000 - $90,000
Have children between the ages of 8-13
Build a faith-filled future at Beckman Catholic

8. Build a faith-filled future at Beckman Catholic
Tactics
Website
Social Media
Print advertisement
Commercial
Radio
Direct mail
Promotional materials
Build a faith-filled future at Beckman Catholic

9. Website

10. Website

11. Social Media

12. Beckman Catholic High School
facebook
Wall
Photos
Info
Boxes
Beckman Catholic
Logout
Beckman Catholic High School
Wall
Info
Photos
Boxes
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View photos of Beckman Catholic (5)
Beckman Catholic don’t forget to support your Beckman Blazers this Friday at home. Game starts at 7:30!
April 20, 2012
Send Beckman Catholic a message
Poke message
John Smith What was the final score to the soccer game?
April 17, 2012
Information
Birthday:
1966
Religion:
Catholic
Hometown:
Dyersville, Iowa.
Beckman Catholic workers are needed to help out at the Post Prom Party! Anyone is welcome!
April 15, 2012
Beckman Catholic applications are available for summer cleaning positions! Forms available in the office!
April 15, 2012
Friends
Beckman Catholic everyone come out and support your Boys and Girls Track Teams! Meet starts at 4:00!
April 07, 2012
LBJ
Frank
Marilyn
Beckman Catholic congrats to Shawn Leoin on breaking the 400 m. hurdle school record last night!
April 05, 2012
Bobby
Jackie
Robert

13. Print Advertisement

14. Commercial & Radio

15. Direct Mail

16. Direct Mail

17. Promotional Materials
Sporting Pass
Water Bottle

18. Budget Total Expenses: $19,683 June July Aug Sept Oct Nov Dec Jan Feb
June
July
Aug
Sept
Oct
Nov
Dec
Jan
Feb
March
April
May
KDST (Radio)
$120
$40
KDTH (Radio)
$1,152
$192
Dyersville Commercial (local)
$1,000
Witness (Catholic)
Parish Bulletins (St. Francis Xavier)
$59
Parish Bulletins (St. Paul) *
Parish Bulletins (St. Peter & St. Paul) *
Parish Bulletins (St. Joseph) *
Parish Bulletins (St. Boniface) *
Direct mail
$320
Promotional Materials (Water Bottles)
$500
Promotional Materials (Sport Passes)
$70
Commercial Productions
$5,000*
Total Monthly Cost
$7,235
$1,272
$685
$1,059
352
$2,567
$1,615
*= Estimate
Total Expenses: $19,683

19. Build a faith-filled future at Beckman Catholic
Summary
Increase the awareness of Beckman Catholic
Sustain an even increasing enrollment
Highlight the traditions of excellence at Beckman
Leave people thinking not just about Beckman, but where a Beckman education could lead.
Build a faith-filled future at Beckman Catholic