Roncalli Catholic High School – Breaking Through in a Crowded Market

Helping students find their True North and setting them up for future success is the goal of the faculty and staff at Omaha’s Roncalli Catholic High School. But getting that message to prospective families in the crowded Omaha market can be a challenge.

Earlier this year, we were tasked with helping the Roncalli Catholic team clarify their brand and enhance their marketing strategy. We began with brand research – an important first step in the process. Focus groups with faculty, staff and parents along with student surveys helped us identify important themes that would serve as the foundation for our recommendations.

Although it continues to battle the misconception that it’s a “fall back” school, Roncalli Catholic has moved forward with new programming designed to help every student find success during and after high school. For example, in partnership with Metropolitan Community College, the school’s Career Academy targets students interested in pursuing an occupation in the trades. The Health Sciences Academy, offered with CHI Health, gives students a hands-on opportunity to work in a hospital setting four days a week. Roncalli Catholic is also the only high school in Nebraska that offers the Benilde Program – a one-of-a-kind program that helps students with learning challenges achieve their full potential.

With all of that in mind, we recommended a campaign built on the theme of discovery – emphasizing that faculty and staff members are committed to helping students find and follow a unique path toward a successful future.

For a primary recruiting piece, our team created a map that folds out to poster size and delivers key messages about the school. An accompanying tri-fold brochure details each program and explains the options that are available to Roncalli Catholic students.

We also recommended that they invest in a comprehensive programmatic digital media campaign, which includes four months (October – January) of digital display and mobile advertising, social media and Pandora.

Finally, we introduced the Roncalli Catholic team to a marketing automation software and taught them how to capture and utilize data generated from the digital ads. They’re now using the tool to customize communication with prospective families and deliver messaging that they hope will convert to enrollments.