Struggling School Districts Around the Country Turning to Marketing Firms For Help

An Upstate school district made headlines for weeks, in part, because the money it spent on communications: rebranding, signs and logos. A recent Wall Street Journal article says other schools are doing the same thing, and it’s paying off.

According to Spartanburg District 7 Superintendent-Elect Dr. Russell Booker, "We have some challenging schools. We have high poverty here in our school district and there are so many things our public can be a part of." In order to convey that message, reach parents and rally the community to support the district's public schools, it hired the private marketing firm "Launch" to help. "That has included new signage. That has included creating new letter templates, electronic media outlets, as far as students and parents, and websites,” according to Booker. He says, "We want to find ways connect that public and for those who are no longer connected to reconnect to our school district."

In 2008, the district spent $221,000 on marketing projects managed by “Launch”. Booker says, "If you talk to teachers in our district, now, secretaries, bus drivers it doesn't matter, they'll tell you tradition, excellence, innovation, people understand that that means now." According to an article in the Wall Street Journal, 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. Some districts also hope a better image will entice sponsorships and persuade voters to support school levies and bond issues.

Booker says, "We want to get back to that point to where fans are traveling to ball games… We want people to know there are so many things that take place with our arts programs… We have a great need for volunteers." While he says it’s hard to quantify results, you can see it the effect of positive press on students at Whitlock Junior High. A new pilot program was recently announced to help the struggling school. Booker says the positive media attention has really helped. "That in itself has given the students a renewed sense of pride…"

Ultimately, Dr. Booker says when the District connects and reconnects with the community, and they start to feel that sense of pride, then they will be more engaged with the schools. The District is putting together a big homecoming event in October to encourage alumnae to come back and support their alma mater.