Despite a 2001 Northwest Regional Educational Lab study which concluded “public relations is a function schools cannot afford to ignore,” marketing is often considered a dirty word. It’s viewed as frivolous and unnecessary, and many districts have no formal plan, letting perceptions, many times inaccurate, become reality. As Stephanie Simon highlighted in a recent Wall Street Journal article, declining student enrollment is often the result. Clearly, marketing is more than generating goodwill—it has a direct impact on revenue.

The Rochester City (NY) School District took a strategic approach to engage parents. The district profited from an established culture in which parents were treated as collaborative partners. As it related to the district’s after-school program, those efforts paid off. Between the first and second year of implementation, the number of students requesting services more than quadrupled. Marketing the program through personal contact with parents, education forums sponsored by parent organizations, and the Parent University increased the number of students who participated and extended the instructional day for those children who required additional time learning.

The Miami-Dade County (FL) Public Schools’ nationally recognized marketing office helped generate more than $22 million in grants and corporate sponsorships. Its outreach efforts included the acclaimed “It Takes” campaign.

During an economic downturn, many experts extol the virtue of increasing outreach efforts. Kellogg and Proctor & Gamble both benefited from aggressive marketing during the Great Depression and became leaders in their respective fields. When it comes to marketing, schools would do well to take a second look at the lessons business can teach them. Marketing can create real value for school districts as well.

- Dr. Manny Rivera, CEO, Global Partnership Schools
- Dr. Rudy Crew, President, Global Partnership Schools