Public schools in the U.S. have added professional marketing to their back-to-school shopping lists.
Financially struggling urban districts are trying to win back students fleeing to charter schools, private schools and suburban districts that offer open enrollment. Administrators say they are working hard to improve academics -- but it can't hurt to burnish their image as well.
A bus in Washington, D.C., carries an ad for the city's public schools, which have seen enrollment plunge from nearly 150,000 students in 1970 to less than 50,000 last year. The district spent $100,000 this spring on a campaign that also included radio spots in an effort to win back students who have left public schools. The ads include quotes from students who say they are glad they stayed in public school.
So they are recording radio ads, filming TV infomercials and buying address lists for direct-mail campaigns. Other efforts, by both districts and individual schools, call for catering Mexican dinners for potential students, making sales pitches at churches and hiring branding experts to redesign logos.
"Schools are really getting that they can't just expect students to show up any more," said Lisa Relou, who directs marketing efforts for the Denver Public Schools. "They have to go out and recruit."
Administrators working on the public-relations push say the potential returns are high. State funding for public schools is based on attendance, so each new student brings more money, typically $5,000 to $8,000 per head. In addition, schools with small enrollments are at constant risk of being shuttered in this recession, and full classrooms help.
Some districts also hope a better image will entice more local business sponsorship and persuade voters to support school levies and bond issues
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