Susan+McGurgan


 * Please post your project proposal below in the following format:**
 * Project Title
 * Project Description
 * Project Goals
 * Audience Description
 * Projected Timeline
 * Technology To Be Utilized
 * Projected Budget
 * Do you need Departmental or Administrator approval? If yes, please indicate the steps you have taken.

Proposal Deadline: October 3, 2013

__ Note __ : Projects should be carried out in a two-month period following the Proposal deadline. All projects should be completed by November 14, 2013. = = =**Proposal**=

Susan McGurgan The Athenaeum of Ohio Lay Pastoral Ministry Program 6616 Beechmont Avenue, Cincinnati, Ohio 45230 smcgurgan@athenaeum.edu
 * Project Coordinator:**

“//Come and See:// Web 2.0 Student Recruitment Initiative for the Athenaeum of Ohio Lay Pastoral Ministry Program”
 * Project Title:**

I propose to develop a series of recruitment/marketing videos and images to be used in new student recruitment efforts for the Athenaeum of Ohio Lay Pastoral Ministry Program. These will be developed during the time frame of this Capstone project and publically disseminated from January 8-March 31, 2014.


 * Project Description and Background:** The Athenaeum of Ohio is the seminary and school of theology for the Archdiocese of Cincinnati. The Lay Pastoral Ministry Program, one of three divisions of the Athenaeum, offers a Master of Arts in Pastoral Ministry, a Graduate Certificate in Pastoral Ministry and a Non-degreed Certificate in Ministry, designed for mature working adults. We serve the Archdiocese of Cincinnati by providing well-educated and well-formed lay ecclesial ministers for service to the Church and community. Our 750+ graduates serve as parish staff members, permanent deacons, hospital, hospice and prison chaplains, catechists, RCIA team members, life advocates, parish/school volunteers and evangelists in the board room and marketplace. Typically, 90-95 students participate in the program, offered at the main campus in Cincinnati and at two other satellite locations rotating through the Archdiocese.

Lay Pastoral Ministry Program students range in age from late 20s to late 70s with a median age of 47. Most of our students are in the mid-life journey and come from all parts of the 19 county Archdiocese, from all educational backgrounds and all walks of life. All classes and formation components are offered in English. Master of Arts in Pastoral Ministry students must have a minimum of a BA degree for admission; non-degreed Certificate students must have a HS diploma or GED for admission. Many Certificate option students have some college and some hold advanced degrees.

In higher education, student generated tuition and fees never cover the true cost of student education. The LPMP is no exception. While our program is not required to pay a percentage share of the cost of institutional maintenance, technology infrastructure, capital improvements, kitchen expenses, housekeeping or energy costs, we are expected to generate tuition and fees to offset LPMP salaries and benefits, office equipment, supplies, adjunct salaries and departmental events.

Our responsibilities to the Archdiocese and the Athenaeum mean that we seek to recruit new students each year and these recruitment efforts are a significant investment of time, energy and resources for the LPMP Staff. Ongoing recruitment is year round, but intensive recruitment efforts that include advertising and special events, occurs from January through May for fall semester admissions. Current recruitment initiatives include postcards, emails, incentives for current students, Open Houses, Information Meetings, parish bulletin announcements, web articles, announcements on the Athenaeum and Archdiocesan web sites, personal, written and email contact with Pastors, Deacons and Parish Staff members and last year, postings on the LPMP Facebook page. In 2012-13, a marketing survey of newly admitted students revealed that students learned of the program via the following methods:
 * 22% Pastor Recommended
 * 16% Sunday Bulletin Announcement (hard copy)
 * 15% Parish Staff Member/Deacon Recommended
 * 11% Contact with LPMP Student or Graduate
 * 7% Archdiocese of Cincinnati Web Site
 * 6% Athenaeum of Ohio Web Site
 * 5% Local Catholic Radio
 * 3% Diocesan Newspaper
 * 2% Cincinnati Enquirer announcement
 * 2% LPMP Facebook
 * 7% Other


 * Project Goals -Specific and measurable**
 * 1) To create a minimum of 12 short videos targeted at new student recruitment, institutional/departmental branding and name recognition. These videos will be posted on the Athenaeum web site and the LPMP Facebook page and sent to the Archdiocese of Cincinnati web site (we do not have control over AOC posting, so cannot guarantee placement on their web site)
 * 2) To create a minimum of 12 new images/graphics designed as LPMP Facebook marketing and recruitment posts.
 * 3) To collaborate with the LPMP Administrative Assistant in creating a schedule for posting one video and one image/graphic on the Athenaeum web site and the LPMP Facebook page each week during January, February and March of 2014. These posts will be in addition to ongoing web and FB posts about departmental and institutional activities.


 * Broadly Stated Objectives:**
 * To broaden and supplement the current LPMP recruitment efforts by utilizing social media and web 2.0 technology
 * To reflect a variety of styles and approaches, including informative, inspirational, spiritual and lighthearted
 * To produce memorable, fresh and visually appealing marketing material
 * To reach new student prospects
 * To reflect the cutting edge ministry formation offered by the Lay Pastoral Ministry Program

__The primary target audience__ is potential new students for the Lay Pastoral Ministry Program. The videos and images will be designed for those men and women discerning a call to lay ministry formation and the permanent diaconate, who might be interested in learning about the programs offered by the Athenaeum of Ohio. Our catalog describes the LPMP target audience in this way: __ A secondary target audience __ are those current students and graduates who help us recruit by sharing their experience of the program with others, by identifying potential candidates and by encouraging others to consider a call to lay ministry formation. These videos and posts may inspire or inform their efforts.
 * Audience Description**
 * // We look for people who: //**
 * // Participate regularly in the sacraments and life of the Church //
 * // Engage in daily prayer //
 * // Have a love for God and God's people //
 * // Desire to serve and have some experience in service or ministry //
 * // Have emotional maturity and relative stability in work and personal life //
 * // Have the capacity for growth and are open to learning //
 * // Have the ability to study theology (at a graduate level for MAPM and Graduate Certificate and at an undergraduate level for non-degreed Certificate) //
 * // Have a BA minimum for the MAPM and a HS Diploma or GED minimum for the non-degreed Certificate //
 * // Are committed to collaboration //
 * // Have the time and energy for the classes and formation components //
 * // Are at least 25 years of age //


 * Projected Timeline**
 * 1) By October 15: 10 videos complete and ready to post. Meeting with Administrative Assistant to set up preliminary schedule format
 * 2) By October 30: 10 images/graphics complete and ready to post
 * 3) October 30: preliminary schedule format complete
 * 4) November 8: 12 videos and 12 images/graphics complete and ready to post. Schedule complete.
 * 5) November 12 Project completed
 * 6) November 14 Project posted/emailed


 * Technology to be utilized**
 * Web sites: the Athenaeum, the Archdiocese of Cincinnati, parish websites
 * Facebook
 * Animoto
 * Other Video making software such as Microsoft Video Maker
 * Tagxedo
 * ImageChef
 * Wordle
 * Mp3 digital music recording
 * Digital camera, digital images, image editing software
 * Email

I do not anticipate any expenses at this point. If we upgrade to Animoto Pro ($250.00) or upgrade specific videos ($10/per video), the funding would come from the LPMP budget for recruitment and advertising, which I administer.
 * Projected Budget**

As department director, I have the authority to approve the initiation of this project.
 * Approval/Authorization**

**I have completed the videos, images/graphics and have sent them to my coach.**
Link to Susan McGurgan Essay

Link to Susan McGurgan Article