How much money should we spend trying to convince children and their parents to attend AAPS? Estimated Waste: $500,000 or the equivalent of 6 new teachers.
MARKETING AAPS SCHOOLS
Ann Arbor Public School student growth has been about the same for the past few years. This year, there was a unplanned net gain of 60 kids to the Ann Arbor Public School district with means $600,000 more in funding from the state. Unfortunately, instead of trying to control cost, our BOE spends a lot of effort and money attempting to attract students back from private schools. Not a very good, long-term solution to a financial crisis would you say? Plus, the Charter Schools all had gains and most private schools are at capacity; for example Greenhills and Gabriel Richard both have waiting lists. So, the gain is not from stealing kids from these schools. In case our parents do not understand the message, we have a school spokesperson to say it plainly in English. A nice luxury and possibly $160,000 per year (including benefits).
New, Fancy E-Newsletter:
In addition, we just added a new E-newsletter for AAPS. Most of our schools communicate with our children and families via a free school newsletter run by volunteers. I am sure the schools would be happy to add school district information. Why do we need a district E-newsletter and more importantly, a someone manage and write it. This is a luxury and not a necessity!
Estimated Waste: 1 New Teacher
An Ad campaign, PR Spokesperson and her secretary, webmaster, e-newsletter, etc. could all be laid off and not one child or teacher would even notice. Instead, to save money, the BOE (Board of Education) will attempt to slash teacher jobs or people that directly influence our children's education--are their priorities screwed up??
Marketing 101 for schools: Have a good educational product and your market will stay with you or with come to you via word of mouth!!!
ELIMINATE: School Spokesperson, Secretary, Marketing Campaign, Webmaster, E-newsletter and other PR consulting projects=$500,000 WASTED!!!!!
NET GAIN: 6 New Teachers
Just got an email from Liz Margolis on the cost of the marketing campaign: $75,000 per year. The work is given to a local Ann Arbor graphic designer. The thing I find galling is that Randy Friedman pushed the marketing to attract more students to the AAPS at the same time he pulled his kids and sent them every day in a limo to Detroit Country Day.
ReplyDeleteThe advertising program has run for two years, and Margolis emailed that she expected it to be cut significantly this year.
Yes, I had the budget at $71,000 plus I included staff. Also, estimated a few special consulting projects.
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