BATEY CONSULTING CASE STUDY – VEC
The Venerable English College, Rome
The VEC is a remarkable seminary in the heart of Rome. A Strategic Foundations document was created – as it would be for any “secular” client brand – to serve as a guide for communications, and media/public relations on both sides of the Atlantic.
The document addressed two simple questions: What is the VEC? What does it stand for?
Besides being a seminary for the formation of English and Welsh priests, the VEC was defined as a unique spiritual and cultural Catholic institution founded on the brand pillars of Pilgrimage, Hospitality, and Mission.
While the vision, purpose, and RTBs (reasons to believe) needed to be aligned upon, the motto had already been assigned – Ignem veni mittere in terram (“I have come to bring fire to the earth”, Luke 12:49) – by the Jesuit administrators, almost 450 years ago!