Assistant Editor
A unique partnership between the Albany diocesan Catholic Schools Office, WNYT-TV and local businesses has resulted in a series of television commercials that benefit all those involved.
Each commercial promotes Catholic schools in the Diocese and includes an advertisement for a local business which funded the ad. The commercials are airing on WNYT-TV through early July.
"Knowledge, tradition, spirituality: The values of a successful life, all instilled at the schools of the Roman Catholic Diocese of Albany," runs one commercial, showing scenes from Catholic schools in the Diocese. "John Ray and Sons supplies the fuel to heat area homes, and they proudly honor the schools of the Roman Catholic Diocese of Albany -- fueling young minds since 1828."
Satisfying
"It's an exciting thing," said Sister Jane Herb, IHM, superintendent of schools. "The biggest satisfaction for me is that these companies are supporting our mission."
The commercials are the brainchild of Noll and Associates, a California-based consulting firm that creates marketing partnerships between organizations and businesses all over the country.
Jim Landon of Noll and Associates told The Evangelist he'd worked with WNYT and with other Catholic school districts before, so he offered the opportunity to create commercials to the Albany diocesan Schools Office.
"It gives them an opportunity to promote the benefits of a Catholic education, and companies the opportunity to be associated with a good cause," he explained.
Right price
Sister Jane was intrigued by the idea. "When they said it would cost us nothing, we liked that a lot!" she remarked. "They asked us for a list of larger companies we do business with."
The Schools Office invited 30 companies to fund commercials, and seven accepted: CompNet Technologies, Inc., of Rensselaer; Fidelis Care of Albany; John Ray and Sons of Troy; Rosch Bros. Inc. of Latham; Seton Health System of Troy; Weatherguard Roofing of Schenectady; and Superior Business Products, Inc., of Schenectady. Each company's ad is appearing over a two-week period during WNYT's morning and evening news shows as well as at other times.
Word is out
Sister Jane said the campaign comes at a good time: Even though Catholic school enrollment isn't slumping, "each year, there's a slight decline in enrollment, so we're trying to get the word out about Catholic schools. Individual schools can't do it on their own."
The companies who collectively paid $40,000 for the commercials are pleased with the result, as well.
"We've built a lot of schools and churches for the Diocese for a long time," said Bill Rosch, owner of building contractors Rosch Bros. Inc. "My father, who ran this business before me, was a very devout Catholic, and we've always kept up that relationship. I'm sure the commercial is what we wanted to say."
Win-win
Several different schools were filmed for the ads, which also include the Schools Office's website logo. Sister Jane noted that she has shown the commercials to other dioceses and suggesting they try the idea, as well. "It's a win-win situation for us," she stated.
The superintendent would like to see greater awareness of Catholic schools and increased enrollment as a result of the ads, which she hopes will help with teacher recruitment and donations from supporters of the schools, as well.
"We've opened the door to other opportunities," she said.