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January 29, 2007


The Archdiocese of Philadelphia today announced the launch of a new comprehensive marketing communications campaign created to build awareness of the benefits of a Catholic education among parents and students in the greater Philadelphia region. Bishop Joseph P. McFadden, Auxiliary Bishop of Philadelphia, and Dr. Richard McCarron, Secretary for Catholic Education, unveiled the campaign on the first school day of Catholic Schools Week at Saint Matthew Parish Elementary School in the Mayfair section of the city. This is the first time the Archdiocese has conducted a major marketing initiative for Catholic schools.

To plan for the campaign, the Archdiocese commissioned a three-phase market research project in 2006 that studied current public perceptions about Catholic education in the region. The market research also sought to identify motivators for selecting Catholic education, as well as reasons for choosing other educational options.

The campaign communicates the value of a Catholic education to parents and students, using "I'm worth a Catholic education" as a unifying message in each advertisement. The phrase will be echoed through print, radio and out-of-home advertising, and emphasized in a comprehensive public relations program. Each advertisement focuses upon the Gospel Values taught in Archdiocesan schools such as "Hope," "Truth" and "Service."

As part of the campaign, the Office of Catholic Education also debuted a new logo and accompanying tagline: "Keeping faith in mind." Interested families can visit, a new web site designed to provide convenient, in-depth information about Catholic schools in the region.

"For more than a century, the Archdiocese has sharply focused on providing an unparalleled education experience rooted in Gospel Values such as respect, justice and service," said McFadden. "This campaign will proudly communicate why a Catholic education is a unique and worthwhile investment."

Streaming video coverage of the campaign kick-off event will be available on the Archdiocese of Philadelphia website, under "Catholic News."


Donna Farrell
Director of Communications

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