MAX LA (Marketing Archdiocesan eXcellence in Los Angeles) began in August 2008. MAX LA developed an archdiocesan-wide innovative Department of Catholic Schools (DCS) Marketing and Public Relations Strategic Plan with its primary focus on grassroots marketing. The goal of the DCS Marketing and Public Relations Strategic Plan was to develop a five-phase approach with five key objectives for its’ schools to grow long-term sustainable relationships with their communities; market and publicize the benefits and added-value that a Catholic education provides; and sustain the Vision for Catholic Schools. The five phases are:
1) Developing and implementing a grass roots marketing campaign promoting the Catholic school brand and Unique Selling Proposition (USP).
2) Defining, describing and training the 10-Step Marketing and Public Relations Strategic Plan and Template for all school marketing teams.
3) Implementing and facilitating four monthly Creative Marketing Think Tank (CMTT) training workshops throughout the archdiocese.
4) Developing and implementing targeted marketing Vision 360 o for schools requiring tailored marketing training and assistance.
5) Identifying, creating and forming the Resource Partnership Alliance (RPA) to provide expertise and/or direct resources to schools from the public and private sector industries.
The five key objectives to achieve the goal of the DCS Marketing and Public Relations Strategic Plan:
1) Stop the Hemorrhaging by designing and implementing a Department of Catholic Schools (DCS) marketing and public relations strategic plan.
2) Promote Catholic Education as the First Choice by developing and implementing a comprehensive public relations campaign.
3) Create School Marketing Teams, Targeted Business Marketing Tools and Resources by developing strategic marketing guides, handouts, templates and documents.
4) Develop and Implement a Cohesive Marketing Accountability System with Standardized Benchmarks and a Common Language.
5) Enhance Existing and/or Develop Sustainable Marketing Infrastructure by assessing and developing internal/external technology communication systems.
BACKGROUND
In July 2008, in a response to the continuous decline in Catholic school enrollment in the Archdiocese, the newly-appointed Superintendent of Secondary Schools, Monsignor Sabato “Sal” Pilato, called for a marketing initiative to begin immediately at the DCS level to address the enrollment crisis. The campaign, branded as Marketing Archdiocesan eXcellence in Los Angeles (MAX LA) would focus on increasing student applications and/or enrollments at the schools by promoting Catholic school attributes, successes, student achievements and Christian service throughout the three counties (Los Angeles, Ventura and Santa Barbara) in the Archdiocese of Los Angeles. The MAX LA team created, developed and implemented these three initiatives; marketing workshops, Creative Marketing Think Tank meetings and Vision 360o. The campaign was approved and endorsed by the Chancellor of the Archdiocese of Los Angeles, Sr. Mary Elizabeth Galt, BVM.
Additionally in November 2008, the Chancellor and the former Superintendent of Elementary Schools, Ms. Patricia Livingston, requested that the campaign focus on a cohesive strategy in developing a marketing plan. The volunteer marketing consultant, Domenico Pilato, created, developed and managed the implementation of the DCS Marketing and Public Relations Strategic Plan. In July 2009, the DCS’ newly appointed Superintendent of Elementary Schools, Dr. Kevin Baxter, endorsed and supported the continuation of the DCS Marketing and Public Relations Strategic Plan’s implementation in the elementary schools.