In the struggle to provide better and more equitable outcomes, treating parents and students like consumers is risky business.
Most of us in education focussed our studies on teaching and learning, policies and programs, finance and facilities, and a maybe a bit of politics. It’s rare that any of us included business and marketing strategies as part of our university or credential programs. However, more and more often, school districts are turning to marketing efforts to retain current students and attract new ones.
Let’s face it…since the advent of charter schools in the early 1990s, the need to compete for enrollment has been growing. And now, with the most recent controversies related to COVID-19, Critical Race Theory, and other controversial topics, public schools are facing a sharp decline in enrollment and many are turning to more aggressive methods to commercialize their image.
But what’s at stake when schools are pushed further and further to shift away from quality communication to commercial campaigns? Can we rest assured that there’s truth in advertising? Are students better off when we frame them as consumers before we recognize them as learners? Does competition serve to improve services for everyone, or only those who know how (or are allowed) to engage in the market? And, what happens when big business gets involved?
At TRiGroup, Inc., we are committed to high quality education for every student, we understand all types of education systems, and we respect a parent’s right to make informed decisions. We also recognize that a high-quality education is not always served well by the principles of a competitive marketplace.
If you’re interested in learning more about the ups and downs of marketing schools, call us. For more reading on the subject, here are some helpful links:
- San Francisco Chronicle News: TikTok and Bay Area billboards: Public schools pay up to boost image and bring in students. Oct. 27, 2021
- Marketing Schools, Marketing Cities: Who Wins and Who Loses When Schools Become Urban Amenities, by Maia Bloomfield Cucchiara, 2013
- EdSource: Proposed 2022 California ballot initiative sets stage to define ‘high-quality’ education. by John Fensterwald, October 8, 2021