Source: Chicago Sun-Times
On August 17, 2000, the Chicago Sun-Times reported that "'Catholic Schools -- Have Faith in Education' is the catch phrase of a four-year campaign intended to reverse 17 years of declining enrollment in the nation's largest private school system." The slogan "will be featured on billboards, in local radio ads and in local newsprint ads as part of a campaign that could reach 50 million people in the next 12 months."
"Essentially what we're doing is creating a brand image," said Michael Krivich, the Archdiocese of Chicago's new director of marketing. "It's a very traditional marketing plan like you'd see at Amoco or Procter & Gamble or anywhere else. . . . We're going to the broader market, like any company would do."
"Catholic schools are often one of the greatest stories never told," outgoing Catholic Schools Supt. Elaine Schuster said. "We're kicking off the new school year with more of a sense of marketing who we are."