Palm Beach County School District

Advertising Initiative

The Proposal

To sell and place age- and content-appropriate

advertisements on district websites and other property

to promote business partners and raise revenue

The district’s 1,100+ registered business partners could

become the core group of targeted advertisers, and

other local, regional and national businesses

would be targeted.

The district’s websites receive 4 million + total page views

per month - traffic can be monetized.

Pros

Sustainable recurring revenue stream to assist in current

economic crisis

Large appetite of consumer product manufacturers and other

businesses to reach school-aged children and their parents in key

demographics

Cons

Considerable time and possible financial resource requirements for

effective implementation

Impact of “commercialism” vs. education

Potential bombardment of advertising messages on

impressionable children

Pros SUSTAINABLE RECURRING REVENUE STREAM

NY City School District school bus ad campaign raised

approximately $5.9 million per year.

Jefferson County, CO bus campaign generates approx $500,000

over 4 years in added revenue from a local bank ($7 per bus per

day).

Minnesota’s St. Francis School District’s wrap around locker ads

generate $230,000 per year over 5 schools.

Orange County School District (FL) raises approximately $500,000

over four years in web and other campus advertising.

Volusia County School District (FL) launched web ads, 2011.

Pros

LARGE APPETITE OF CONSUMER PRODUCT MANUFACTURERS AND

OTHER BUSINESSES TO REACH SCHOOL-AGED CHILDREN

Many advertisers view children as a 3-in-1 market:

> As buyers - $15,000,000 in purchasing power

> As Influencers – Influence approximately $160 billion

per year in parental purchases

> As future adult purchasers – Children grow up to be

brand loyal adults.

$2 billion of US’s $230 billion in advertising expenditures

was directed at juvenile consumers in 2004.

Cons

CONSIDERABLE TIME RESOURCE REQUIREMENTS

FOR EFFECTIVE IMPLEMENTATION

Very few school districts are set up to sell advertising on a broad

scale. Significant resources must be applied to:

> Developing a policy and guidelines for school advertising that

will embrace practical, responsible approaches and protect the

integrity of education

> Soliciting and reviewing sponsored materials and activities to

meet guidelines

> Deciding where and where not to allow advertising in schools

> Soliciting, contracting and placing advertising, and billing and

collecting advertising revenues.

Cons

Impact of “commercialism” vs. education

"American Association of Pediatrics 2006 research: Children

younger than 8 years are cognitively and psychologically

defenseless against advertising. They do not understand the notion

of intent to sell and frequently accept advertising claims at face

value."

Advertising messages can contradict messages schools are trying

to promote (i.e. healthy diets vs. cola ads).

vs.

Learning at a young age is more than just the experience in the

classroom. It involves interaction throughout the campus.

Types of School Advertising

District/School Web Sites

Direct Advertising

Posters, book covers, scoreboards, buses

Sponsored Educational Material

Often subtle advertising messages like Exxon’s lesson plan about

healthy, flourishing wildlife in Alaska with the underlying attempt to

clean up its image post Valdez incident.

Contests and Incentive Programs

Recently popular means of getting computers and other classroom

aides are nothing more than attempts by manufacturers to cull

demographic data.

Is it Worth It? Corporate offers may sound like they are worth a lot of money on the surface; however, school districts that have engaged in these tactics have found the revenue often times is not sufficient to significantly offset budget short falls. Florida educators already face a difficult job in trying to impart quality education to all students. Schools relying on corporate sponsorships and marketing messages may increase the chatter that competes with the education message. There are no federally mandated guidelines for advertising in schools, so each school district must develop a clear plan for evaluating potential ad revenue vs. impact of ad messages.

Is it Worth It?

Given the significant budget shortfall facing PBCSD, a pragmatic

evaluation of the revenue potential is warranted.

PBCSD is significantly larger than most school districts that are leveraging

in-school advertising. PBCSD’s results could be more robust than those

referenced, depending on the type/size program selected.

A combination of in-school and off-location (buses) advertising

could prove to be lucrative without the

education vs. indoctrination argument.

It is clear that the decision to allow outside commercial advertising

in PBCSD is a serious consideration that will draw the ire of

opposition. Further research is needed to make a decision that can

effectively help bridge the budget shortfall and withstand

the scrutiny of the vocal opposition.

Research - Districts Nationally Large School Districts without Web Advertising Programs

School District State Student Enrollment

New York City Department of Education New York 1042277

Los Angeles Unified School District California 707627

Chicago Public Schools IIIinois 413694

Miami-Dade County Public Schools Florida 353790

Clark County School District Nevada 303448

Broward County Public Schools Florida 262813

Hillsborough County Public Schools Florida 193517

Hawaii Department of Education Hawaii 180728

FairFax County Public Schools Virginia 177629

School District of Palm Beach County Florida 171431

Dallas Independent School District Texas 159144

Duval County Public Schools Florida 155000

School Districts with Web Advertising Programs

School District Revenue Inception to Date Type of Web Ads

Colorado-Jefferson County School District $500,000.00 Ads on Buses

Florida-Flagler County School District * $0.00 Web Ads, Athletic Fields and Property

Florida-Volusia County School District * $0.00 Web Ads

New Jersey-Collingwood County School District $5,000.00 Web Ads and School Walls

Pennsylvania-Bucks County School District $425,000.00 School Walls, Floors and Lockers

California-San Diego Unified School District $100,000.00 Web Ads

Arizona-Scottsdale Unified School District $207,000.00 Ads on Buses

Utah-Salt Lake City School District $333,750.00 Ads on Buses

Florida-Orange County School District(National Leader in Web Advertising) $546,000.00

Web Ads, Athletic Fields and Property

Texas-Houston Independent School District * $0.00 Web Ads

Virgina-Pince William County School District * $0.00 Web Ads

Minnesota- St. Francis School District $230,000.00 Wrap around Locker Ads

*Recently Started Web Ad Program

Orange County Public Schools Three Types of Programs

Online Advertising – Parent and Employee Tabs Only

Communication Advertising (newsletters, etc.)

Athletics (Field, events, etc.)

Internally Run

One dedicated individual – Sales & Marketing Manager – Public Relations

Financial Analyst – additional responsibility to bill clients & track revenues

First Year of Program

Approximately $80,000 in revenue in the first 8 months, averaging $10,000 per month

Expecting $200,000 next year - 2012

Revenues are tracked by CPM (cost-per-thousand impressions/views)

Orange County Public Schools

$118,000.00

$279,000.00

$149,000.00

0

50000

100000

150000

200000

250000

300000

Revenues 2009-2011

School Year 2009 2010 2011

Orange County Public Schools Web Advertising Revenue Sale Percentages

Athletics 42%

Online 37%

Property 3%

Print 8%

Licensing 10%

Orange County Public Schools Revenue Sources-All Ad Programs

Restaurants, 11%

Military, 10%

Health & Fitness, 3%

Communication, 9%

Beverages, 2% Healthcare,

11% Entertainment,

13%

Financial, 19%

Sports, 1%

Colleges, 21%

Orange County Public Schools Web Advertising Policy (Excerpt)

SOLICITATIONS IN SCHOOLS FILE: KHF

TITLE: Online Advertising

POLICY:

Online advertising shall be permitted to use as a revenue generating

resource.

The online advertising will be limited to three ads per page.

Types of advertising that will be permissible are:

(1) Banner advertisements

(2) Button advertisements

(3) Text block advertisements

(Ads that are only text, with a header and short teaser copy

below; maximum three ads per block)

(4) Web page sponsorships

Link to view complete Web Advertising Policy

https://www.ocps.net/sb/Superintendent%20Documents/KHF-Solicitations%20in%20Schools%2008_25_09.pdf

Volusia County School Board Policy 714 on Advertising

Statement of Purpose

The Volusia County School Board is committed to ensuring that all students graduate

with the knowledge, skills and values necessary to successfully contribute to our society.

The School Board is likewise committed to providing a school atmosphere conducive to

appropriate learning, in which students, parents, and educators conduct themselves in an

appropriate, orderly and mutually respectful manner.

In promoting its educational mission, the School Board also encourages a continuing,

positive relationship between Volusia County schools and the community.

Every program sponsored by the Volusia County School Board is conducted to further

this educational mission and to ensure effective school management. Inclusive of the

programs are publications and written resources, in a variety of printed and Internet

platforms, that the Volusia County School Board and the individual schools in this school

district publish and maintain. Each publication and written resource facilitates

communications among parents, students at all grade levels, and educators. Each

conforms with School Board policies and supports the educational mission………

Link to view complete Advertising Policy

http://myvolusiaschools.org/webapps/blackboard/content/listContent.jsp?course_id=_765_1&content_id=_56850_1

Next Steps 1. Budget Committee, Board and Superintendent decide goals,

timelines and type of program:

– Internal program with external support

– External, professionally-run program with some internal

support

– Web only

– Other only

– Web and other

2. Stakeholder Buy-in, Support

3. Enabling Board Policy

4. Board Approval

5. RFP / Contract or hire personnel to create web and other

campus advertising, sales and marketing infrastructure