Archdiocese of Ny Case Report

627 Words3 Pages
MEMO TO: Fr. Like Sweeny FROM: Juan Avendano and Albert Hicks SUBJECT: Communications Strategy for Recruitment of Priests DATE: 12-April-2012 ------------------------------------------------- Original Advertising Campaign The original advertising campaign was conducted in 1973 and 1974. It targeted to improve the image of priesthood due to the lack of understanding and modern social challenges to priesthood. The primary targets were young catholic men, of high school or college age. The secondary targets were parents, who can influence the vocational decision. However, a survey later revealed that teachers and priests were more influential than parents, but parents resented vocational intervention. The content of the original advertising campaign consisted of printed prototypes of the lives of five priests. The content emphasized the theme of “doing for love, not money” and different service roles that priests play in communities. The print media was distributed through insertions in daily local newspapers and some magazines and distribution through parishes. The goals of this campaign were to reach 80% of the population at a frequency of at least 5 impressions. The original advertising campaign was deemed a success. It was evaluated in terms of: 1) the number of recalls, and 2) the changes in attitudes towards priesthood. The highest recalls were in mothers. The most significant shift attitudes towards priesthood occurred in the “religious culture” segment. However, this survey is subject to selection bias. Participants in the Wave telephone interviews (I and II) consisted of active parishioners. Only 884 self-participated, accounting for < 0.05% of Catholics and < 0.02% of the total population in NYC per the 1970 U.S. Census. Furthermore, the lowest recall rates and lowest ability to communicate the main points of the campaign
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