What does it take for a North Texas school district to break even on a $450,000 marketing campaign of grassroots outreach, newspaper ads and targeted digital advertising? Netting approximately 75 new students, Richardson ISD staff recently estimated.
The numbers came as RISD officials considered investing up to $500,000 on a dedicated marketing and advertising campaign after years of sustained enrollment declines and financial strain. Further enrollment, staff explained, would lead to additional revenue, as school funding in Texas is largely dictated by the per-student allotment. While trustees ultimately balked at the proposed budget item and called for a more phased approach, the board eventually approved $200,000 for marketing in June.
Set to roll out this fall, the campaign will see the district invest in targeted social media advertising, direct mail, events and community ambassadors. When asked by the Observer, Superintendent Tabitha Branum said an administrator in her position would have “never” had to consider search engine optimization or geofenced messaging 20 years ago. Those may be newer tools, but so are the circumstances that require public schools to use them, she added…