Every Catholic school has a story: a living, breathing personification of its mission. It’s more than a list of facts or achievements. It’s who you are, what you value, and the unique spirit that sets your community apart.
Too often, schools focus solely on intellectual appeals such as test scores, college acceptances, and accreditations, forgetting that prospective families also need to connect emotionally. They need to feel what it’s like to walk your halls, worship at your liturgies, and be part of your community. The best way to create that connection? Tell them a story.
Stories aren’t just for entertainment. They:
When a prospective family hears a story about a student overcoming challenges, a beloved tradition, or an inspiring alum, they can begin to “see” themselves in your community.
Great stories are everywhere in your school. Look for them in:
The best way to find them? Immerse yourself. Visit classrooms. Talk to students, faculty, and alumni. Attend games, plays, masses, and school events. The more you engage, the more stories you’ll uncover.
Once you have your stories, share them over and over and over. Repurpose them across newsletters, social media, open house presentations, videos, and donor communications. The more ways you tell your story, the more people will connect with it and remember it.
Your school’s story is your most powerful marketing tool. It’s the bridge between your mission and the hearts of prospective families. When told well, it transforms interest into belonging. So start gathering, sharing, and living your story - every single day.