Instead of actually improving academic achievement, DeKalb Schools is starting a marketing campaign to “counter mainstream perceptions” of the problems with the school district. If the school district wants to let people know how they are doing, here is my suggestion.
A series of billboards will be purchased across DeKalb. Traditional and social media will be utilized to market the district’s message starting with the following press release.
New marketing effort highlights community’s investment in the DeKalb County School District
July 10, 2017
STONE MOUNTAIN, GA. – The DeKalb County School District (DCSD) today unveiled the first pieces of a revolutionary marketing effort designed to highlight the community’s investment in the success of its schools.
In this first phase of a three-phase campaign, a series of seven billboards have been posted at strategic locations across DeKalb County. In addition, a new webpage http://www.dekalbschoolsga.org/ilovedcsd/ has been launched simultaneously, with messaging that reflects the unity, spirit and diversity of the school district. Phase one of the campaign will also include print ads, television commercials, an original jingle performed by DCSD students, promotional materials and social media.
The goal of the effort, according to Superintendent/CEO Dr. R. Stephen Green, is to remind all stakeholders of the value of DeKalb County schools, and to counter mainstream perceptions and attitudes that don’t accurately reflect the work of students and staff.
“In two years, DCSD has made dramatic progress in student achievement and delivering deep teaching and learning,” Green said. “Now is the time for us to make it crystal clear what we’re about – a community that values education, its schools and its stakeholders. This new marketing program allows us to better control our narrative and tell our own story.” Through media impressions, social engagement and increased website traffic, the campaign will create a strong presence in the Metro Atlanta K-12 landscape and will be used as a promotional tool to recruit new students and families to the DeKalb County School District.
The marketing effort is the brainchild of the district’s Division of Communications and Community Relations, and is the first wave of a push to reestablish the district’s links with its community. Other division efforts, such as an external newsletter, a district news magazine, a new flyer management system, the district’s co-branding efforts and a rededication to social media are projects currently underway.
Locations for the marketing billboards include:
- I-285 N/O Covington Highway
- I-285 W/O New Peachtree Road
- I-20 E Wesley Chapel
- Memorial Drive –Hairston Road
- I-20 E Klondike Road
- 811 Peachtree Industrial Blvd
- 556 Buford Highway/Clairmont Road
DeKalb County Schools to spend $85,000 on marketing campaign
By Adam Murphy
Tim Halloran has raised three children in DeKalb County Schools.
“I don’t know what they’re going to advertise to be honest with you,” Halloran said.
He was perplexed to learn that the county would spend $85,710 of taxpayer money for billboards and other ads which say, “I Love DeKalb Schools. Inspire, Achieve, Excel.”
“Put it in the classrooms, give it to the teachers before you’re off advertising something that’s probably going to be a water sandwich to be honest with you,” Halloran said.
School board member Stan Jester is also opposed to the campaign and wrote a blog stating that the billboards should say, “Most failing schools in Georgia, worst paid teachers, deficit spending and 2nd highest millage rate in Georgia.”