I. Situation

The Diocese of Buffalo unveiled its new vision for Catholic elementary schools in Western New York in June 2011. This three-year strategic plan provides a detailed course of action to strengthen Catholic education and help secure the future success and viability of the schools by transforming their entire operation. To help with this effort, the diocese turned to Travers Collins for assistance in branding the plan and developing the overall communication strategy.

II. Execution 

Working in partnership with the secretary of Catholic Education, the superintendent of Catholic schools, and the diocesan marketing and communications directors, TC developed the theme, “Faith in Tomorrow,” which builds on a history of more than 150 years of Catholic schools in the diocese, while also identifying a research-based, data-driven roadmap for the future. TC took the lead in coordinating earned media for the new vision, and also contributed design, research and writing for a print publication, website, e-newsletter and PowerPoint presentation to connect with key stakeholders/target publics through effective, two-way communication.

III. Results

Announcement of the “Faith in Tomorrow” strategic plan garnered extensive and very positive media attention, including editorial support in both The Buffalo News and Business First of Buffalo, along with radio and television coverage as well.  Pastors, priests, women religious, principals, teachers, staff, and parents reacted enthusiastically to the announcement and the news this is not a plan for closing more schools, but a plan to ensure their long-term vitality. Work is currently underway to report the progress on each of the seven key result areas outlined in the plan on a regular basis.