New! Improved! It’s School! - Marketing Schools

Peg Tyre:

In an age of media saturation and ubiquitous advertising, some schools are trying professional marketing campaigns to sell the notion that 'school is cool.'

In most places kids may not be overjoyed to attend school, but they tolerate it. It's a stepping stone, their parents remind them over and over, to better things, like college, an interesting, well-paying job and a stable family life. In other places, especially poor neighborhoods, though, kids don't regard school as a necessary evil but rather as a burden. For a lot of kids in poor neighborhoods, school is definitely not cool.

"It's no secret," says New York City schools chief Joel Klein. "All you have to do is ask kids in these areas and they'll tell you: school is not their thing. They don't want to be identified as being good at it. Studying is not something they want to be seen doing," he says.

So Klein is setting out to sell school achievement to schoolchildren—much in the same way that kids are sold soda, breakfast cereal or pop music. With the help of an as yet unnamed advertising agency, he's launching a slick multimedia campaign complete with celebrity pitchmen, viral marketing schemes, free videos and give-away prizes aimed at "rebranding" academics.

Posted by Jim Zellmer at December 2, 2007 12:00 AM
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