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evelopment NewsCentral Catholic UnveilsDevelopment StaffW hen Central Catholic underwent the LongRange Strategic Planning process last year, one of themain recommendations was to create a strong marketingand communications plan. The primary goals ofthe plan would be to increase enrollment and to meetthe needs of the school for the next several years.CCHS has partnered with R/P Marketing PublicRelations to help plan and implement the marketingplan.Opinions and ResearchIn August 2005, an independent research firm surveyed500 families comprised of 300 Catholic and200 non-Catholic parents.According to Mark Tooman, CCHS vice president ofoperations and communication, the results of this surveyshowed that the overwhelming driver of preferencefor a Catholic or private school is the quest forquality academics. “Among Catholics, CCHS rankedhighest for high schools being considered,” Toomansaid. “But we have some work to do to enhance ouracademic image compared to other Toledo Catholichigh schools.”A key strength at Central Catholic is its quality academicprogram. 97% of its students go on to collegeor junior college. CCHS isalso more affordable than thecompetition, its student mix ismore representative of “reallife,” and it offers a comprehensiveacademic program forall levels of ability and interest.Central Catholic isrenowned for its spirit and ithas a rich heritage.There are also perceivedweaknesses. CCHS is perceivedto lack the level ofacademic excellence as itsmain competitors, its locationis a detriment, and despite itslower tuition, it may still beperceived as too expensive.New Marketing CampaignCreating A PlanTaking the research information into consideration,the CCHS communications staff and R/P MarketingPublic Relations developed a comprehensive marketingplan to help boost the academic image of CCHS,position the broad mission of CCHS in a positivelight, differentiate CCHS from other Catholic and privatehigh schools, and interest potential students andtheir parents to visit CCHS.“Polishing the school’s academic image will takesome time,” Tooman said. “But the plan is to beginby emphasizing our high academic standards and studentachievements, positioning CCHS as a leadingacademic innovator, educating parents on the greatvalue of a CCHS education, promoting its strong spiritualand moral values, and pumping up the ‘cool factor’for students.”A New ThemeAnother important factor in elevating the image ofCentral Catholic is building the CCHS brand throughconsistency and common elements. R/P and theCentral Catholic marketing department have chosen adynamic theme to help position the new image ofCCHS. This theme, "C-ing is Believing," wasunveiled in February and began to appear in print adsand television commercials for CCHS. The C-ing isBelieving theme was chosen because it is highlybranded, action-oriented, versatile, and faith-affirming.The challenges that Central Catholic faces in improvingits image and increasing enrollment led to theidea that CCHS needed to go outside the box and domore than has been done in the past to meet its goals.Central Catholic will also be working on other marketingelements, such as holding public events oncampus, as well as unveiling new technology, businessmentoring, and performance and visual arts programs.All of these concepts are designed to enticeprospective families to see Central Catholic HighSchool - after all, C-ing is believing!Greg Dempsey‘90WelcomesCoach DempseyIn an effort to stay ahead ofthe needs of Central Catholic,the Development Office hasmade some adjustments to theduties of a few staff members.Greg Dempsey ’90 will be thenew assistant director of institutionaladvancement, andMary (McCarty) Pierce ’65will be the director of plannedgiving. These changes areeffective July 1.According to Eric Stockard ’75, vice presidentof institutional advancement, the strategic plan forthese changes began two years ago. Last year’sLong Range Strategic Planning (LRSP) processthen brought the model more into focus by recommendingthat one person be solely responsiblefor the annual fund, and that it be more separatedfrom planned giving. The annual fund is used forthe school’s operating budget and its immediateneeds, and planned giving involves designatingmoney to Central Catholic through wills, trusts,and annuities.Mary Pierce’s major focuswill be working with peoplewho want to set up wills,trusts, or annuities to benefitCentral Catholic. She willalso coordinate out-of-townclass reunions and workwith reunions in Toledoinvolving classes from 1969and earlier.Mary (McCarty)Pierce ‘65The LRSP process pointedout Central Catholic’s need not only to attractnew students, but to retain existing ones.Therefore, Greg Dempsey has also been assignedthe duty of assisting in the retention of currentstudents. He will work closely with the guidancedepartment to identify anyone contemplatingleaving the school, and then assist those studentsin finding a way to continue their education atCCHS. Greg will take on the annual fund, and hewill also work with the admissions department asan ambassador to parishes in the Toledo Diocese.“Lunch and Learn” ProgramFocuses On MedicareCoca Cola Community VendingProgram Can Benefit CCHSLast summer, Central Catholic signed a contract for the Coca Cola Company to be the school’s exclusive beverageprovider. Vending machines with Coke products, including soda, juice, and water, have been placed inthe cafeteria and other appropriate locations in the school, and the income from these machines benefits theCCHS operating fund. As a part of this relationship, the Coca Cola Company is encouraging supporters ofCentral Catholic to participate in its community vending program.Through the community vending program, business owners have the option of placing Coca Cola vendingmachines on their premises and designating the funds from those machines to assist Central Catholic HighSchool.This is a great way to provide employees with refreshments and assist CCHS at the same time. If you are abusiness owner interested in placing a vending machine at your company, or if you work at a company willingto participate in this program, please contact Mark Tooman in the Central Catholic Development Office at 419-255-2306 or mtooman@centralcatholic.org.Central Catholic presented a special “Lunch andLearn” program focusing on the new Medicareprescription plan on January 23. More than 60interested alumni and friends attended the presentationin the Sullivan Center Fondessy Room.Guest speakers Liz Flournoy and Wanda Dorsey,director and assistant director of the ManagedCare Advocacy Program, answered questionsabout the Medicare prescription plan that wentinto effect January 1. Seniors have until May 15to sign up for the program.Central Catholic generally offers its “Lunch andLearn” seminars twice a year, in April andOctober. For more information about the programs,please contact Mary Pierce at 419-255-2306, extension 145.S & G • Spring 2006 • page 5