1. Our Lady of Grace Catholic School
Page 1
School Marketing Plan 2015
Prepared by: Ashley Davis
Leadership: We need to establish a Marketing & Development Subcommittee to address the school’s marketing, branding and
development needs. Below is a list of the lead stakeholders in marketing the school.
Name Alumni representative
Principal Pastor
Marketing Director Media/Technology representative
PTO representative Lower school parent representative
Teacher K-5 representative Upper school parent representative
Teacher 6-8 representative
Marketing Goals: The driving reason behind a school’s marketing plan.
1. Retention
2. Recruitment
3. Referrals

2. Our Lady of Grace Catholic School
Page 2
Target markets
Who are your key constituencies that you can target your school’s message to? Who would be receptive to hearing your
school’s story?
1. School Families
2. Parishioners
3. Alumni parents and grandparents
4. Upcoming school age families
5. Preschool families
6. Upcoming middle school families
7. Families new to the parish and area
8. Friends and family of current school families
Key Marketing Strategies
What do you need to do to achieve your marketing goal(s) this year? Where will you focus your marketing efforts?
1. Inbound Marketing- Facebook, Twitter, Instagram, Pinterest, Blogging
2. Word of Mouth Marketing- Satisfaction, Quality, Passion, Loyalty (families that have a history at OLG), Customer
Service, Trust in Leadership, Stories/Testimonials
3. Outbound- Printed material, Radio, Ads, Cold calls, Flyers, Direct Mail

3. Our Lady of Grace Catholic School
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Tactics, Calendar, Staffing, Assessment & Budget
For each strategy identified, there is a plan of tactics, a timeline, a responsible party, an evaluation measure
 Tactics for each strategy
What is needed to do to create and implement the key marketing strategies identified?
 Marketing Calendar
When will each strategy and tactic be implemented?
 Responsible Party
Who is responsible for tackling each tactic you’ve identified?
 Evaluation/Assessment
How will to track your results?

4. Our Lady of Grace Catholic School
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Strategy 1: Facebook
Facebook When? Person
responsible?
Evaluation
measure?
1. Focus content on two categories retention and recruitment.
75% OLG content and 25% community content Spring
2015
Marketing
Page likes,
post likes,
shares, &
Facebook
insights
2. Better quality photos, more photos, more video
Spring
2015
Marketing,
Staff,
Principal
Page likes,
post likes,
shares, &
Facebook
insights
3. Schedule posts Spring
2015 Marketing
Page likes,
post likes,
shares, &
Facebook
insights
4. Ask Questions, Trivia, True/False, Thematic posts TBT –
Alumni , Technology Thursday, Wisdom Wednesday Spring
2015
Marketing
Page likes,
post likes,
shares, &
Facebook
insights
5 Create "Call to Actions" Ex. Share, Caption, Like Watch, Read,
Vote Spring
2015
Marketing
Page likes,
post likes,
shares, &
Facebook
insights

5. Our Lady of Grace Catholic School
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Strategy 2: Twitter
Twitter Page When? Person
responsible?
Evaluation measure?
1. Reserve and personalize a Twitter ID for OLG Spring
2015
Marketing Followers, Retweets, analytics
2. Begin Following relevant accounts and create Twiiter lists
(ex. Alumni)
Spring
2015
Marketing Followers, Retweets, analytics
3. Link Twitter account to Hootsuite for tracking purposes Spring
2015
Marketing Followers, Retweets, analytics
4. Begin to Tweet and schedule tweets (analyze days, times,
and information looking for most RTs and engagement)
Create "Call to Actions" Ex. Share, Caption, Like Watch,
Read, Vote
Spring
2015
Marketing Followers, Retweets, analytics
5. 75% OLG content and 25% community content
OLG Content: sports scores, daily lunch menu, school delays,
Photo of the day, upcoming PTO events, upcoming open
houses, new books in the library, thank yous after field trips
and guest speakers,
Community Content:: Parish events, RT alumni successes,
community events, service projects, RT trending topics, RT
Catholic News Herald, RT Pope Francis, local school topics,
relevant information for current and prospective families
Spring
2015
Marketing Followers, Retweets, analytics

6. Our Lady of Grace Catholic School
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Strategy 3: Pinterest
Pinterest When? Person
responsible?
Evaluation measure?
1. Reserve and personalize a Pinterest page for OLG Spring
2015
Marketing Pins, follows, website
traffic, analytics
dashboard
2.Catergozie content for Pinterest page with relevant boards Summer
2015
Marketing,
Marketing
Committee,
Faculty
Pins, follows, website
traffic, analytics
dashboard
3. Begin to pin under boards and add OLG content Summer
2015
Marketing Pins, follows, website
traffic, analytics
dashboard
4. Link Pinterest page to OLG website Summer
2015
Marketing Pins, follows, website
traffic, analytics
dashboard
5 25% OLG content and 75% community content
OLG Content: Boards about academics, technology,
teachers, news articles, school/campus photos, parish
photos, summer camp, pre-k programs, preschool program,
field trips, middle school trips, alumni, sports, service
learning projects
Community Content:: Boards about ipad apps, anti-bullying,
Catholic Schools Week, allergy free snack ideas, activities for
families, craft ideas about Catholicism, Stem, special needs,
First Communion, blog articles, books for appropriate reading
levels
Summer
2015
Marketing
Pins, follows, website
traffic, analytics
dashboard

7. Our Lady of Grace Catholic School
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Strategy 4: Instagram
Instagram When? Person
responsible?
Evaluation measure?
1 Reserve and personalize an Instagram page for OLG Spring
2015
Marketing Heart, follows,
hashtags, website
traffic, trending
2.Decide on campaign topic to include with hashtags
Hashtags examples:
#Weareolg #Olgstrong #Pantherpride #Olgstories2015
#65actsofkindness
Spring
2015
Marketing,
Marketing
Committee,
Faculty
Athletic
director
Heart, follows,
hashtags, website
traffic, trending
3Begin to post and schedule posts to Instagram Summer
2015/
Campaign
Fall 2015
Parents,
Faculty, Staff
To provide
photos, and
Marketing will
post
Heart, follows,
hashtags, website
traffic, trending
4. Link to OLG website Summer
2015
Marketing Heart, follows,
hashtags, website
traffic, trending
5 Tie into school with Instagram view book and club at school Fall 2015 Marketing
Yearbook
Computers

8. Our Lady of Grace Catholic School
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Strategy 5: Blog
Blog When? Person
responsible?
Evaluation
measure?
1 Establish and title a school blog Spring
2015
Marketing,
Principle
Website
traffic, SEO
2 Decide if it will be from the viewpoint of principle or school
community or both
Spring
2015
Marketing,
Principle
N/A
3 Brainstorm topics and contact guest bloggers, faculty, and
alumni
Summer
2015
Marketing,
Principle
N/A
4Link Blog to OLG website Summer
2015
Marketing,
Principle
Website
traffic, SEO
5 First post on blog Fall
2015
Marketing,
Principle
Website
traffic, SEO