Every Act is a Marketing Act: Lessons for Catholic Schools

I’ve been saying this for years, and I still believe it: every act is a marketing act.

When I talk with Catholic school leaders, I remind them that marketing doesn’t live in a department or on a social-media feed. It happens every time someone interacts with your school. When a teacher calls a parent, when a student leads a tour, when a board member speaks at a parish event, each of those moments tells your story.

You don’t have to think of yourself as a marketer to make marketing happen. You have to be intentional.

Marketing, at its best, connects your mission to what families value most. It’s not about spin or slogans. It’s about relationships, trust, and consistency.

Over the years, I’ve learned a few truths that apply to every Catholic school:

• You’re not selling a product; you’re building a relationship. When parents feel known and heard, they stay.
• Image matters. Just as real estate depends on “location, location, location,” Catholic schools rely on “image, image, image.”
• People buy value, not price. Families rarely choose the cheapest option; they choose the one that feels worth it.
• Emotion drives decisions. Logic explains the choice, but emotion makes it.

I often rework the traditional Four P’s of marketing (Product, Price, Place, Promotion) into what I call the Four M’s: Mission, Message, Markets, and Methods.

That shift keeps Catholic schools focused on what really matters. When you start with mission, your message becomes clear. When you understand your markets, your methods follow naturally. And when you align all four, you build momentum and prosperity, not just financially, but in spirit and community.

Think about how you tell your story. Most school websites and brochures talk about “our teachers,” “our programs,” “our history.” That’s all fine, but it’s not what parents remember. The sooner they see the word you, the sooner they care.

Try it: “At St. Albert, your child’s education is measured in more than academic credits. They will embark on a journey of personal, intellectual, and spiritual growth.”

That one word changes everything. It turns information into an invitation.

And once you find the right message, repeat it. Then repeat it again. Repetition builds recognition, and recognition builds trust. If you change your melody every time, no one will remember the tune.

Marketing your Catholic school isn’t about big budgets or clever campaigns. It’s about clarity, consistency, and care. The way you answer the phone to the way you welcome a new family tells people who you are.

Do those things with purpose, and you’ll never have to “sell” your school. You’ll show it.