Developing internal culture, while launching an external brand

By Paul Fleming | March 8, 2017

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Paul Fleming


When we say that Paul’s affability and sense of humor belie his remarkable perception insight, and commitment to his craft, you may suspect a healthy dose of promotional exaggeration. But after 15 minutes talking to Paul, your skepticism will crumble — and you may just find it impossible to stop smiling. FVM’s nearly 30 years in the business is testament to Paul’s vision and integrity. And our addiction to soft pretzels is a testament to Paul’s, well, affinity for doughy goodness.


Greatest personal strengths:optimism, sports trivia

Greatest personal weaknesses:grandkids’ laughter, carbohydrates

Preferred method to prepare carbs:Italian cooking

Preferred methods to burn carbs:cycling, yoga

Something that isn’t about carbs:takes nothing for granted

We’ve enjoyed a great relationship with the Archdiocese of Philadelphia and the Office of Catholic Education for over a decade now — supporting them in the important work they do for the schools, students, and parents across our awesome city and suburbs.

The most exciting initiative during this time started in 2015 and continues today; creating the new Archdiocese of Philadelphia Schools (AOPS) brand and building it out through a new website, outbound, and inbound marketing.

It’s been a journey of transformation designed to unify our special education, elementary, and secondary schools and advance Catholic education in the area. It began with an internal culture reboot led by The Pacific Institute and evolved into an external brand overhaul with FVM. And it’s showing real results for the Arch today.

Here, we share an article on the initiative written by Nick Regina, AOPS Deputy Secretary, Enrollment Management, published in the latest issue of National Catholic Educational Association’s (NCEA) magazine, Momentum.

A Lesson Plan for Developing Internal Culture While Launching an External Brand