MESSAGE FROM THE PRINCIPAL                                                           

Message from the Principal

What does our “Brand” say about the School of Saint Elizabeth

I recently read an article written by David Airey of Gonzaga College High School in Washington regarding its logo.  Their logo is a large “G” with Gonzaga and a small seal reflecting the school’s Jesuit ownership and tradition of a classical education.  David Airey suggests because of the strength of his high school’s branding, this image evokes exactly what the school intends.  He further suggests when branding works right and is truly effective, when it not only solicits an immediate identification with the product, it delivers an implicit message, it evokes an emotional response (for instance, pride) and it confirms loyalty.

The article also lays out a simple step process for successful branding:
• Define the message or the result the school hopes to achieve.  Does this message include the academic excellence of the school?  Does this message include the school’s Catholic character?
• Who does the school want to respond to the branding – parents, students, prospective parents?  This is the school’s targeted market.
• What kind of emotion does the school want the branding to elicit?
• Determine whether the branding should be a logo, a logo with a slogan, or a simply an image that supports something about the school.

Recently our school’s advisory committee sent all parents, teachers, alumni, and selected parishioners a questionnaire regarding our school mission statement:

 “The mission of the School Community of St. Elizabeth is to impact the world positively by nurturing children with Christian values in a Catholic academic tradition of excellence.”

The responses we received overwhelmingly state that the mission statement matches our school.  One interesting comment from a parent was concern that I would change this statement.  I reassured this parent that this was not my intent.  Our purpose in undertaking this exercise is to move our school strategically into the future and this was our initial step.  Like Christ, our mission statement is at the very heart of our existence. 

To me our “brand”, the crown superimposed over a cross, was validated by our mission statement exercise and David Airey’s “branding” article.  During Catholic Schools week, January 25 thru February 1, 2009 we are planning a number of activities at school to celebrate the School of St. Elizabeth and all Catholic schools.  Part of this celebration will be to ask our students to examine what our “brand” means to them in a reflective way.  Please see the enclosed schedule of events at our school and plan to join us as we celebrate this special week.  Your support as parishioners is vital to our existence.  Thank you for your continued support.  May God continue to bless our school and parish.

Very truly yours,
William T. Venezia, Principal