We created the Aim Higher Campaign for the Archdiocese of St. Paul and Minneapolis to promote Catholic education by reminding people what they loved about Catholic schools.
The campaign needed to address the decline in Catholic school enrollment during the last decade. The superintendent wanted to reach the general public, even those not attending church. We were charged with developing an advertising and marketing campaign that the Archdiocese and individual schools and parishes could use to recruit students.
Our research confirmed that what attracts families to Catholic education is academic rigor, whole child development, individual attention and a strong sense of community. We developed messaging, a visual identity, a suite of compelling images, print and radio ads, brochures, banners, billboards, and video that reflected these key attributes. We also taught school employees and volunteers how to market their schools.
The overall campaign raised awareness of the benefits of Catholic education. Individual schools mounted recruiting efforts unlike ever before. The branding we established for Aim Higher was so powerful that the name was spun off for a new foundation that raises and distributes tuition assistance for Catholic schools in the Archdiocese.