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“For any organization seeking a strategic, capable, and passionate marketing partner, I wholeheartedly recommend reaching out to 5 Stones.”
Bob Hickey
VP of Advancement, Franciscan University of Steubenville
For 50 years, Steubenville Conferences are where people of all ages have gone to meet Jesus Christ in the Catholic Church. The Church in the United States is filled with priests and laypeople, men and women who would tell you their lives completely changed when they encountered Christ at a Steubenville Conference.
But reaching Catholics and inviting them to that opportunity for encounter is harder than ever before.
The youth ministry landscape has shifted, with far fewer parishes hiring paid youth ministers, and the skills required to effectively minister to youth and recruit them to attend a youth conference often do not overlap. This shift—along with the impact of COVID—has caused a dip in conference attendance.
The Steubenville Conferences needed fresh strategies to grow attendance and impact more lives.
Steubenville Conferences reached out to 5 Stones to support their new initiatives with a simple and clear scoreboard for success: Increase conference attendance.
The Plan: Awareness, Accompaniment, and Registration
After a detailed research phase scouring 10+ years of conference attendance, it was time to focus on marketing tactics to drive results. Our plan centered around three key strategies. The pre-registration phase of our marketing strategy focused on awareness and accompaniment.
Awareness strategies would re-educate the market on Steubenville Conferences through digital advertising, enhanced messaging, an upgraded landing page, new lead generation, podcast insertions, and influencer campaigns.
Accompaniment strategies would recognize the shift in youth ministry and simplify the decision-making process through email campaigns, inspiring and informative content, “how-to” guides, expanded media kits, and conversion-focused digital ads.
The registration phase of our marketing strategy focused on the moment of decision: convincing parents and group leaders to bring their teens to a Steubenville Conference. These tactics included conversion-focused, multi-channel digital ads, podcast insertions, influencer campaigns, a robust email marketing campaign, and a registration giveaway.
Monumental Impact
From day one, we believed the brand authority of Steubenville Conferences meant that their fresh marketing initiatives could have an incredible impact in the market, and the numbers didn’t disappoint.
All these results were achieved while only using ~75% of our ad budget, reallocating funds for future marketing efforts for the Conferences.
“David went to the river and selected five smooth stones…”
1 Samuel 17:40
At 5 Stones, our clients are our heroes. We know it sounds corny (there’s plenty of corn to go around in Northern Illinois), but we mean it.
They’re the Davids. They’re the heroes. They’re the ones out there facing giants. We’re just the smooth stone waiting to be picked up to help them fulfill their mission.
We were blessed to partner with Steubenville Conferences to win souls for Christ. At 5 Stones, we provide effective marketing solutions carried out by a uniquely talented team of passionate Catholics (many of whom were impacted by Steubenville Conferences themselves).
Put simply, we love Jesus, and we’re passionate about marketing… and it’s our favorite when we can combine those two things. Our work with Steubenville Conferences is a perfect example of the grace that accompanies putting our talents and enthusiasm behind missions that matter.
Never in my 33 years have I worked with a consulting firm such as 5 Stones. They clearly defined what they would do, and then did it. The plan they created clearly indicates that they understood our needs. Given the metrics they’ve achieved, the engagement has been an overwhelming success. Their team couldn’t be any more professional and they’ve been wonderful to work with. Wishing more firms would execute the way 5 Stones has. I’d recommend them to anyone.
Mark Joseph, VP of the Franciscan Center for Evangelization and Renewal (2012–2024)
“Working with 5 Stones has been an invaluable experience for Franciscan University. Their dedication to understanding our needs, coupled with their strategic approach and commitment to delivering tangible results, has made them an indispensable partner in our marketing endeavors.
“From the outset, 5 Stones listened attentively to our goals and challenges, crafting a tailored strategy that addressed our unique requirements. Their thorough understanding of the Catholic Church landscape, combined with their expertise in marketing tactics, ensured that every campaign they executed yielded significant outcomes.
“One of the most impressive aspects of 5 Stones' approach is their unwavering commitment to data-driven decision-making. Their tireless curiosity and meticulous attention to analytics have consistently resulted in increased registrations for our youth conferences, surpassing our expectations time and again.
“Moreover, the joy and enthusiasm they bring to their collaboration are truly infectious. Working with 5 Stones isn’t just about achieving results; it’s about fostering a genuine partnership built on shared values and a mutual commitment to furthering the mission of Jesus Christ.
“In an industry where trust and expertise are paramount, 5 Stones stands out as a beacon of reliability and knowledge. We have full confidence in their abilities, knowing that they not only possess the skills necessary to excel but also share our deep-rooted passion for our faith and its teachings.
“For any organization seeking a strategic, capable, and passionate marketing partner, I wholeheartedly recommend reaching out to 5 Stones. Their dedication to excellence and their alignment with our mission make them an invaluable asset to any team."
Bob Hickey
VP of Advancement, Franciscan University of Steubenville