Marketing the Church

A wonderful use of marketing, and a reminder of the great call of Vatican II to each individual to reach out and bring people to the truth through whatever personal or organized apostolate they are called to be part of.

Here is some information from the magisterium about the apostolate, followed by an excerpt from the article.

“Apostolate: “The activity of the Christian which fulfills the apostolic nature of the whole Church by working to extend the reign of Christ to the entire world. (Catechism of the Catholic Church (CCC). Glossary, p. 867)

“ The apostolate: “The whole Church is apostolic, in that she remains, through the successors of St. Peter and the other apostles, in communion of faith and life with her origin: and in that she is “sent out” into the whole world. All members of the Church share in this mission, through in various ways. “The Christian vocation is, of its nature, a vocation to the apostolate as well.” Indeed, we call an apostolate “every activity of the Mystical Body” that aims “to spread the Kingdom of Christ over all the earth.”” (CCC, Section 863)

"Millions of people, who, spurred on by the social Magisterium, have sought to make that teaching the inspiration for their involvement in the world. Acting either as individuals or joined together in various groups, associations and organizations, these people represent a great movement for the defense of the human person and the safeguarding of human dignity. Amid changing historical circumstances, this movement has contributed to the building up of a more just society or at least to the curbing of injustice." (Pope John Paul II, Centesimus Annus, Introduction)

Catholic website drawing thousands back to faith
Phoenix, Apr 7, 2008 / 10:28 am (CNA).-

In less than three weeks, 3,000 Catholics returned to the Church in the Diocese of Phoenix due to the effort of a new lay apostolate, CatholicsComeHome.org. The program consists of a website and commercials aired on local television that effectively portray the truth and goodness of the Catholic Church.

In an interview with CNA, Catholics Come Home, Inc. founder and president, Tom Peterson explained that the ads are designed to take people to the website, CatholicsComeHome.org, where they can find answers to questions about Church teachings, and also to put them into contact with their local parish to be led home, back to the Catholic Church.

Prior to founding Catholics Come Home, Peterson worked in advertising until he attended a retreat that completely changed his life. It was then that he knew God was calling him to use his advertising talents for evangelization.

Years later, he was contacted by the Diocese of Phoenix to help start a three-week campaign which was launched last month. In Phoenix, the commercials were aired on all major television networks and also ESPN, Lifetime, FOX News and others.

After the first commercial campaign, not only did the diocese report a marked increase in Mass attendance, but over “31,000 unique visitors came to the website from Phoenix and other US cities plus 60 foreign countries, with questions, to look up Mass times, to read information on marriage issues, to watch testimonies or to order Matthew Kelly’s book, ‘Rediscovering Catholicism.’”

The commercials aired on television are produced by CatholicsComeHome.org. Before airing the ads, two of the clips, “Epic”, and “Movie,” were shown to a focus group that consisted of former and practicing Catholics, non Catholic Christians, as well as those without any faith.

The feedback received from the group was outstanding. Seventy-eight of the 100 participants had positive responses to the ads. In another assessment, the organization found that before watching the videos, 90% of the participants had negative impressions of the Catholic Church. After viewing ads one time, 54% had a much more favorable impression. Hearts and minds were changed after viewing these creative and inspired ads.

The first commercial, “Epic” portrays the history, beauty, and spirituality of the Church that Jesus started 2,000 years ago. Peterson mentioned that “many people don’t realize the history of the Church. They don’t realize that Peter – the Apostle from the Bible – was the first Pope. They don’t realize the vast accomplishments that the Church has made over the centuries.”