December 6, 2012 Dear Parents, In the fall of 2011, our school ...

December 6, 2012Dear Parents,In the fall of 2011, our school superintendent, Fr. John Belmonte, felt so strongly about thevalue of our diocesan schools taking an active role in recruitment of students that hecreated a diocesan marketing position in his office for this expressed purpose. Annie Krugassumed this responsibility and immediately began visiting schools and holding monthlyworkshops with representatives from each of our forty-eight schools. Representing SaintsPeter and Paul were Holly Dalton from the School Board and Noelle Gollinger from theHome & School. They both did a fabulous job as we had more information about our schoolin the parish bulletin, on our web site, in the local media, and throughout the communitythan ever before.One of the mantras that was continually emphasized was that each of our schools must be‘branded’ in a similar manner by which when we see ‘arches’ and know it refers toMcDonald’s and when we see a ‘leprechaun’ we know it represents the University of NotreDame. Thus, last spring Fr. Milota and I undertook the process of examining our currentschool brand. We found, for example, many spellings of our school and parish name. Somespelled out Saints or Sts. Others used SS, S.S, or S.s. Some even referenced us as SSPPwhich we found no one outside of our school community could identify with. Even thedepiction of our mascot, the Trojan varied widely.The services of Washburn Graphics were utilized to help us rebrand both the parish andschool. Washburn Graphics was selected because we have worked with them for manyyears in the creation of school folders, brochures, annual reports, and annual fund appeals.Members of the rebranding committee were myself, Fr. Milota, Mrs. Dalton, and Mrs.Gollinger. The process began with Greg Washburn asking everyone questions such as whatdoes our parish (and school) represent? How are we both viewed by the averageparishioner? What image do people in the community have of us? What is significantabout our history given the longevity we have enjoyed? What do we stand for?

From these meetings, his staff began to create a variety of designs which went throughseveral drafts. What emerged was the decision that our Steeple was the focal point of ourparish and that the image of the keys and sword were universal symbols of St. Peter and St.Paul. Once this decision was reached discussion continued on everything from type of fontto size of lettering as well as color schemes.The unveiling of the new logo for both our parish and school has subsequently led to newsigns for each school building, the logo being painted on the gym floor, and even thecreation of new letterhead.A main tenet of branding is that everything be identical. Thus, it was a logical progressionto examine our school uniforms as we had both jr. high blouses and boys and girlssweatshirts with SSPP embroidered on them.To handle the logistics of researching a change in uniforms, I asked for the assistance of themarketing committee. As Holly Dalton’s term on the School Board expired last spring, shewas replaced by Carolyn Buckley, who along with Noelle Gollinger, took on this task.Among the first people they spoke with were the owners of Educational Outfitters, thatservices our uniforms, to ask about comments and opinions expressed by our parentswhen purchasing clothing. Some of the most frequent complaints they heard were aboutthe fading of yellow blouses after numerous washings, the bagginess of skorts in order toget the right knee length, and how uncomfortable it was for many girls to sit with the extramaterial in their skorts.They also inquired about options that other Catholic schools in the diocese offer their boysand girls. As Mrs. Moylan and I occasionally visit other Catholic schools which hostdiocesan functions, we had a personal opportunity to view first-hand what other studentswere wearing.One of my personal goals was to distinguish the jr. high boys from their youngercounterparts. Years ago we gave the jr. high girls a distinct look but failed to do so for theboys. I also expressed a preference for having the eighth graders stand out from theunderclassmen. My rationale is that they are the leaders of the school and we call uponthem to represent our school at many functions, among them serving as Student Councilofficers, patrols, lunch monitors, and greeters for special occasions when we have guestsfor Grandparents Day, Open House, Catholic Schools Week, or a visit by the superintendentor bishop.After the committee had processed everything, they began working with EducationalOutfitters to design a new look. Those changes can be viewed at the meetings next week,and you can also see them on the uniform attachment.

Once I saw the possibilities available to us, I suggested that we get a sampling of parent andteacher input. To that end, a presentation was made at the November Home and Schooland the November School Board meetings. As both of these leadership boards represent allof the parents, it seemed quite natural for them to be in the loop. I also asked that a focusgroup be put together with a cross section of families with multiple children, children inboth buildings, those with just boys or just girls, etc. Finally, I invited our faculty uniformcommittee for a viewing and presentation on two occasions.Perhaps the number one concern which surfaced at these gatherings centered on cost andthe timing as to when all students are expected to be in compliance. Being sensitive tofamilies sacrificing to make tuition payments, the Home & School has set up a fund to offervouchers to qualified families. Fr. Milota has also received an anonymous gift for theexpressed purpose of providing similar assistance.As for the timeline.With many parents having to purchase new clothes for the second semester due to theirchildren’s growth or because of wear and tear, Educational Outfitters will begin selling thenew uniform immediately. They also have to order new material for the plaid skirts thatwill be worn to ensure they can fill all orders. While some students will sport the new lookon January 7, no change is necessary, however, for the remainder of the year. Everyone isexpected to be compliant when we reconvene next August. The only exception will be theClass of 2014. As 56% of our current seventh graders are the last in their family, there islogic in giving them a waiver.We continually try to upgrade and modernize our school buildings, curriculum, and extracurricularofferings. It seems logical that we do the same with our uniforms.Sincerely,Frank GlowatyPrincipal