Last week, the Wall Street Journal reported that several public school districts were utilizing marketing and branding campaigns to win students back. Over the last few decades, thousands of students have left these schools in favor of charter, magnet or suburban schools. Marketing tactics typically used by businesses to sell goods and services are now part of the communication arsenal in St. Louis, San Antonio and Pittsburgh.
Schools are trying to fill vacant seats in an effort to receive more money from their state's education budget. More students = more money and in these tough times that could also mean the difference between being open next school year, or not.
The article, "Hard-hit schools try public relations push," discusses how school districts are taking their message to the streets via You Tube, Twitter, radio, Internet and TV. All in an attempt to re-brand the local public school system as valuable, top-quality and the best choice for your child. An interesting concept, but will it work?
My hunch is that the message will reach the target audience. If for anything, the listener or viewer will be intrigued by the fact that the public school system is advertising. Where it gets tricky is whether the local schools can persuade folks to take a second look and consider them in the decision process. You can re-brand yourself all day long but if your product does not meet expectations, the cash register, or in this case, the school bell, won't ring.
Stay tuned as we follow this story and let us know what you think.
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