Catholic Schools Insights Notre Dame Elementary Notre Dame

Catholic Schools Insights – Notre Dame Elementary & Notre Dame High School Copyright© 2014 Buxton Company. All Rights Reserved.

OBJECTIVES Catholic Diocese of Fort Worth seeks insights into Notre Dame school in Wichita Falls • 2 Gain insight into Fort Worth Catholic school students & future opportunities. o Define drive-time service areas of schools. o Identify student profiles & potential student opportunities.

DRIVE-TIME SERVICE AREA

DRIVE-TIME SERVICE AREA ANALYSIS Location Type Average Drive Time (Min) Parishioners 17 Students 21 Drive-Time Trade Areas • Drive-Time Trade Area identifies how far (in minutes) students and parishioners drive to attend school or parish. ― Takes speed limits, road classification, length of road, time of day, as well as other factors, into consideration. • Students and parishioners were analyzed to determine the area (in minutes) around schools and parishes within which 75% of students and parishioners live. 4 • 100 SW Alsbury Blvd Burleson, TX • 17 -Minute Drive-Time Trade Area

DRIVE-TIME PARISHIONER AND STUDENTS VALUE DECAY Households are mapped. 5

DRIVE-TIME PARISHIONER AND STUDENTS VALUE DECAY Each household is assigned a drive time to the location. 6

DRIVE-TIME PARISHIONER AND STUDENTS VALUE DECAY Drive-Time parishioner and student Value Decay accounts for the distance decay of tuition/donations. Each parishioner and student household is assigned a value based on penetration and average sales at the specified drive time. Values are assigned to each household based on segmentation and drive time. $$ $$$ $$ $ Primary Segment Secondary Segment 7

PROFILES

PROFILE YOUR STUDENTS AND PARISHIONER Granularity Comparison There are 217, 182 block There are 12 unique On average there are 7 household segments groups in the U. S. different segments within this small a block group geographic area Platinum Prosperity Household Kevin Smith Wendy Smith Sport Utility Families 2651 Shady Ln 45 -54 years old College Graduates 2 children; 13 and 15 years old Watches Law and Order Dines out 3 + x’s a month Lease vehicles Shops at Sam’s Club Boomers and Boomerangs Sports Utility Families No Place Like Home Families Matter Most Status Seeking Singles Families Matter Most Balance and Harmony Status Seeking Singles Aging in Place Everyday Moderates Balance and Harmony Aging in Place Rooted Flower Power Touch of Tradition Town Elders 9 Robert Jones Carol Jones Platinum Prosperity 1261 Live Oak Dr NW 51 -75 years old Graduate degrees No children Health club parishioner and students Enjoy tennis and skiing On the Go Lifestyle Shops at Crate & Barrel Watch Late Night Talk Shows

A 01 A 02 A 03 A 04 A 05 A 06 B 07 B 08 B 09 B 10 C 11 C 12 C 13 C 14 D 15 D 16 D 17 D 18 E 19 E 20 E 21 F 22 F 23 G 24 G 25 H 26 H 27 H 28 H 29 I 30 I 31 I 32 I 33 J 34 J 35 J 36 K 37 K 38 K 39 K 40 L 41 L 42 L 43 M 44 M 45 N 46 N 47 N 48 N 49 O 50 O 51 O 52 O 53 O 54 O 55 P 56 P 57 P 58 P 59 P 60 P 61 Q 62 Q 63 Q 64 Q 65 R 66 R 67 S 68 S 69 S 70 S 71 SEGMENTATION All U. S. households are grouped into types based on demographics and psychographics Percent 6 $217, 625 5 4 3 2 1 0 Segment 10

CORE PARISHIONER To be core parishioner, segments must comprise at least 1% of the parishioner base, and are then differentiated as follows: Primary Core Parishioner are the most likely to be your parishioner. Secondary Core Parishioner are not as likely to be your parishioner as primary core parishioner but are still very likely. Tertiary Core Parishioner are less likely to be your parishioner but are opportunity segments. 25% 11

CORE STUDENT To be core students, segments must comprise at least 1% of the students base, and are then differentiated as follows: Primary Core Students are the most likely to be your student. Secondary Core Students are not as likely to be your students as primary core students but are still very likely. Tertiary Core Students are less likely to be your students but are opportunity segments. 12

METHODOLOGY

METHODOLOGY- SCHOOL School Site Characteristics included: • Residential Value Decay – Takes into account the segmentation of households within the trade area and their distance to a Catholic Diocese location. Residential parishioner and student values were calculated at 17 minutes for Parish locations and 21 for School locations. • Count of Catholic Households – The count of Catholic households within 21 minutes of a Catholic Diocese’s School. • Percent of Core Students Households – Takes into account the percent of core students households within 21 minutes. 14

EXISTING LOCATIONS SCORES

EXISTING SCHOOL SCORES LOCATION NAME ADDRESS CITY STATE ZIP PARISH SCORE SCHOOL SCORE OVERALL SCORE FORT WORTH TX 76103 157 164 160 FRISCO TX 75034 124 124 FORT WORTH TX 76110 119 119 GRAPEVINE TX 76051 118 117 118 NOLAN CATHOLIC HIGH SCHOOL 4501 BRIDGE ST HOLY CROSS 303 KING RD OUR LADY OF VICTORY 3320 HEMPHILL ST HOLY TRINITY 3750 WILLIAM D TATE AVE ST. GEORGE 824 HUDGINS AVE FORT WORTH TX 76111 114 113 CASSATA HIGH SCHOOL 1400 HEMPHILL ST FORT WORTH TX 76104 111 109 110 SACRED HEART 153 E 6 TH ST MUENSTER TX 76252 108 100 104 HOLY FAMILY 6146 PERSHING AVE FORT WORTH TX 76107 103 103 NOTRE DAME 2821 LANSING BLVD WICHITA FALLS TX 76309 54 55 55 16

Notre Dame – Service Area – Demo’s 17

Notre Dame – ALL HOUSEHOLDS 18

Notre Dame – ALL HOUSEHOLDS & SCHOOLS 19

Notre Dame – Potential Students 20

SACRED HEART – SERVICE AREA & DEMO’S 21

Notre Dame – MODEL SCORES ADDRESS CITY 2821 LANSING BLVD. WICHITA FALLS 22 STAT E ZIP CATHOLIC COUNT IDX TX 76309 60. 77 CORE STUDENT IDX GRAVITY IDX CORE HH IDX SCHOOL SCORE 62. 02 43. 68 62. 02 54. 43

Notre Dame – Opportunities Notre Dame • MODEL SCORE – 54. 4 for High School & 54. 3 for K-8 • 16 Minute Service Area • 727 Private School Kid Count within 16 -minute service area • 10, 502 Catholic Household count • Population growth is negative SACRED Heart • MODEL SCORE – 100 • 25 Minute Service Area • 1, 408 Catholic Households Holy Family • MODEL SCORE – 103 • 24 Minute Service Area • 9, 310 Catholic Household count • 10, 562 Private School Kid Count 23

24

APPENDIX MOSAIC 71 SEGMENTATION

MEMBER SEGMENTS: GROUP A Segment A 01: American Royalty – Wealthy, influential, and successful couples and families living in prestigious suburbs Segment A 02: Platinum Prosperity – Wealthy and established empty-nesting couples residing in suburban and in-town homes Segment A 03: Kids and Cabernet – Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs Segment A 04: Picture Perfect Families – Established families of child-rearing households living in wealthy suburbs Power Elite Segment A 05: Couples with Clout – Middleaged, childless couples living in affluent metro areas Segment A 06: Jet Set Urbanites – Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods 26

MEMBER SEGMENTS: GROUP B Segment B 07: Generational Soup – Affluent couples and multi-generational families living a wide range of lifestyles in suburbia Segment B 08: Babies and Bliss – Middle-aged couples with large families and active lives in affluent suburbia Segment B 09: Family Fun-tastic – Upscale, middle-aged families with older children pursuing busy kid-centered lives in satellite cities Segment B 10: Cosmopolitan Achievers – Affluent middle-aged and established couples and families enjoying dynamic lifestyles in metro areas 27 Flourishing Families

MEMBER SEGMENTS: GROUP C Segment C 11: Aging of Aquarius – Upscale boomer-aged couples living in city and close-in suburbs Segment C 12: Golf Carts and Gourmets – Upscale retirees and empty-nesters in comfortable communities Segment C 13: Silver Sophisticates – Mature, upscale couples and singles in suburban homes Segment C 14: Boomers and Boomerangs – Baby boomer adults and their teenage/young adult children sharing suburban homes 28 Booming with Confidence

MEMBER SEGMENTS: GROUP D Segment D 15: Sports Utility Families – Upscale, middle-aged couples with schoolaged children living active family lifestyles in outlying suburbs Segment D 16: Settled in Suburbia – Upper middle-class diverse family unites and empty nesters living in established suburbs Segment D 17: Cul De Sac Diversity – Ethnically-diverse, middle-aged families settled in new suburban neighborhoods Segment D 18: Suburban Attainment – Upper middle-class couples and families living in the expanding suburbs 29 Suburban Style

MEMBER SEGMENTS: GROUP E Segment E 19: Full Pockets, Empty Nests – Empty-nesting, upper middle-class households with discretionary income living sophisticated lifestyles Segment E 20: No Place Like Home – Upper middle-class multi-generational households in exurban areas Segment E 21: Unspoiled Splendor – Comfortably established baby boomer couples in town and country communities Thriving Boomers 30

MEMBER SEGMENTS: GROUP F Segment F 22: Fast Track Couples – Active, young, upper middle-class suburban couples and families living upwardly-mobile lifestyles Segment F 23: Families Matter Most – Young, middle-class families in scenic suburbs leading active, family-focused lives Promising Families 31

MEMBER SEGMENTS: GROUP G Segment G 24: Status Seeking Singles – Younger, upwardly-mobile singles living in mid -scale metro areas leading leisure-intensive lifestyles Segment G 25: Urban Edge – Younger, up-and-coming singles living big city lifestyles located within top CBSA markets Young, City Solos 32

MEMBER SEGMENTS: GROUP H Segment H 26: Progressive Potpourri – Mature, multi-ethnic couples with comfortable and active lives in middle-class suburbs Segment H 27: Birkenstocks and Beemers – Upper middle-class, established couples living leisure lifestyles in small towns and cities Segment H 28: Everyday Moderates – Mid-scale, multi-cultural couples and families living in mid-tier metro suburban settings Segment H 29: Destination Recreation – Middle-aged, midscale couples in rural towns and fringe suburbs working to enjoy their active lifestyles 33 Middle-Class Melting Pot

MEMBER SEGMENTS: GROUP I Segment I 30: Stockcars and State Parks – Middle-class couples and families living in more remote rural communities Segment I 31: Blue Collar Comfort – Middle-class families in smaller cities and towns with solid blue-collar jobs Segment I 32: Steadfast Conventionalists – Conventional Generation X families located in selected coastal city homes Segment I 33: Balance and Harmony – Middleclass families living lively lifestyles in city-centric neighborhoods 34 Family Union

MEMBER SEGMENTS: GROUP J Segment J 34: Aging in Place – Middle-class seniors living solid, suburban lifestyles Segment J 35: Rural Escape – Older, middle-class couples and singles living comfortable lives in rural towns Segment J 36: Settled and Sensible – Older, middle-class and empty-nesting couples and singles in city neighborhoods Autumn Years 35

MEMBER SEGMENTS: GROUP K Segment K 37: Wired for Success – Young, mid-scale singles and couples living socially-active city lives Segment K 38: Gotham Blend – Mix of middle-aged and middle-class singles and couples living urban New York City-area lifestyles Segment K 39: Metro Fusion – Ethnically-diverse, middle-aged singles living urban active lifestyles Segment K 40: Bohemian Groove – Older divorced and widowed individuals enjoying settled urban lives 36 Significant Singles

MEMBER SEGMENTS: GROUP L Segment L 41: Booming and Consuming – Older empty-nesting couples and singles enjoying relaxed lives in small towns Segment L 42: Rooted Flower Power – Mid-scale baby boomer singles and couples rooted in established suburban communities and approaching retirement Segment L 43: Homemade Happiness – Lower middle-class baby boomer households living in remote town and country homes Blue Sky Boomers 37

MEMBER SEGMENTS: GROUP M Segment M 44: Red, White, and Bluegrass – Lower middle-income rural families with diverse adult and children household dynamics Segment M 45: Diapers and Debit Cards – Young, working-class families and single parent households living in small established, city residences Families in Motion 38

MEMBER SEGMENTS: GROUP N Segment N 46: True Grit Americans – Older, middle-class households in town and country communities located in the nation’s midsection Segment N 47: Countrified Pragmatics – Lower middle-income couples and singles living rural, casual lives Segment N 48: Rural Southern Bliss – Lower middle-income multi-generational families living in small towns Segment N 49: Touch of Tradition – Workingclass, middle-aged couples and singles living in rural homes 39 Pastoral Pride

MEMBER SEGMENTS: GROUP O Segment O 50: Full Steam Ahead – Younger and middle-aged singles gravitating to second-tier cities Segment O 51: Digital Dependents – Mix of Generation Y and X singles who live digitaldriven, urban lifestyles Segment O 52: Urban Ambition – Mainly Generation Y African-American singles and single families established in mid-market cities Segment O 53: Colleges and Cafes – Young singles and recent college graduates living in college communities Singles and Starters Segment O 54: Striving Single Scene – Young, multi-ethnic singles living in Midwest and Southern city centers Segment O 55: Family Troopers – Families and single-parent households living near military bases 40

MEMBER SEGMENTS: GROUP P Segment P 56: Mid-scale Medley – Middle-aged, mid-scale unattached adults living in secondary cities Segment P 57: Modest Metro Means – Mid-scale singles established in inner-city communities Segment P 58: Heritage Heights – Singles and families with mid and low incomes living settled lives in urban apartments Segment P 59: Expanding Horizons – Middle-aged, mid-scale income families living mainly within US border cities Cultural Connections Segment P 60: Striving Forward – Mid-scale families and single parents in gateway communities Segment P 61: Humble Beginnings – Multicultural singles and single-parent households with mid-scale incomes in city apartments 41

MEMBER SEGMENTS: GROUP Q Segment Q 62: Reaping Rewards – Relaxed, retired couples and widowed individuals in suburban homes living quiet lives Segment Q 63: Footloose and Family Free – Elderly couples and widowed individuals living active and comfortable lifestyles Segment Q 64: Town Elders – Stable, minimalist seniors living in older residences and leading sedentary lifestyles Segment Q 65: Senior Discounts – Downscale, settled retirees in metro apartment communities Golden Year Guardians 42

MEMBER SEGMENTS: GROUP R Segment R 66: Dare to Dream – Young singles, couples, and single parents with lower incomes starting out in city apartments Segment R 67: Hope for Tomorrow – Young, lower-income single parents in second-city apartments Aspirational Fusion 43

MEMBER SEGMENTS: GROUP S Segment S 68: Small Town Shallow Pockets – Older, down-scale singles and emptynesters living in modest ex-urban small towns Segment S 69: Urban Survivors – Older, lower income singles and single parents established in modest urban neighborhoods Segment S 70: Tight Money – Middle-aged, lower income unattached individuals in transitional small town and ex-urban apartments Segment S 71: Tough Times – Older, down-scale and ethnically-diverse singles typically concentrated in inner-city apartments Economic Challenges 44

45