I have a degree in Advertising from Michigan State, and I enjoyed working in that field for many years.
"Nothing happens until somebody sells something," was a quote often repeated by my old boss at the Detroit News, where I worked in automotive advertising fresh out of college. Products must be bought to market and sold. Profits must be made. More products must be developed, and sold. Advertising and PR generated interest and good will in the marketplace. Advertising dollars represented money well-spent to stimulate sales.
Where does paid advertising fit into public education?
Michigan has 550 local school districts. Should our state have 550 public school marketing departments?
Over the past decade, it seems that some school districts are employing PR directors and marketing/advertising staffs. We see billboards for school districts (and universities). We see paid ads in local publications and on the Patch. "Come to our schools!" "Be what you want to be." Why do we need to do this? Why do we need to PAY to say these things?
Some districts are "borderless." They take non-resident students. They pay to advertise to non-residents, to bring in more kids.
Bloomfield Hills is not borderless. So why do we advertise?
Seems to me that if a local public school district does a good job educating, the resident families will enroll their children. Why wouldn't they?
Public schools tend to be located in and near residential subdivisions, and often provide bus transportation at no cost to users. Convenient.
Public education has a huge advantage over private: It's FREE.
(Well, pretty much. Some districts charge a fee for participation in sports, clubs and activities. Some might ask students to take part in fundraising, or to purchase a uniform, equipment or instrument. )
But, the education part is FREE. The math, science, etc. Free. Generous property owners cover the cost.
Seems like that would be a pretty easy thing to "sell."
In a perfect world, public school districts would not need to employ adults to create "spin" or "sizzle," to tempt the public to bring their children to local public schools. In a perfect world, public education would be not only reputable, but outstanding, so that that families would be perfectly happy to have their children educated in public schools. Especially in well-funded districts like ours.
An excellent education, promised and delivered; high national rankings, well-prepared successful graduates, would suffice to draw enrollment. I think that would work far better than "spin." Spin can work against an organization....people are not so easily "spun." Often they resent it.
Here in Bloomfield Hills, where residents and property owners pay premium local school taxes, we do not want to see advertising directed to attract non-resident students. We want to operate a district with geographic boundaries, so that our superior funding is spent to educate our own resident students.
Many families may want to include a religious or cultural element to their child's daily or weekly schedule, and I'm sure that can be arranged on a private basis, outside of school.
Amy Cardin
11:36 am on Saturday, September 29, 2012
Jenny, in keeping with your analogy above...in the BHSD the "product" we bring to the "market" is the best public education in Michigan. The competition (top private, parochial and most other public schools) advertise because they realize that students in the doors = dollars = superior programming.
Our Community Relations Department encompasses the marketing aspect of our district, but also much, much more. Communications with all our constituents has never been more essential.
Also, in some ways, the BHSD is indeed "borderless." We welcome students who desire to attend our great schools and pay tuition to do so. To date, tuition students have brought millions in revenue to the district. In a time of dwindling enrollment,
these students have given our district the opportunity to maintain programs.
Sadly, much of the "spin" that must be stopped and the "sizzle" that must be squelched is the negative, infuriating misinformation generated by you and your supporters.
Ken Jackson
12:38 pm on Saturday, September 29, 2012
Ms. Greenwell,
One reason public schools need to market is that they are under constant political attack from groups and individuals that want to shut them down entirely. I believe you know folks like this. They support your campaign. BHSD is not currently subject to schools of choice regulations or the even goofier "conversion" laws but without a coherent response from the District we are heading in that direction.
Neal Charness
1:26 pm on Saturday, September 29, 2012
Has any one noticed that when it's all said and done all of Jenny's posts are about money and really not about education?
Mike Reno
5:39 pm on Saturday, September 29, 2012
Actually, this particular post is all about how money is wasted on non-educational items.
Perhaps the six-figures spent on "communication" might be better spent on hiring a teacher dedicated to remedial education, or perhaps ESL?
S Sera
1:58 pm on Saturday, September 29, 2012
Mrs. Greenwell,
This blog clearly demonstrates your lack of business sense, the narrowness with which you define things, as well as your lack of knowledge regarding the climate which necessitates a school district having Public Relations employees and their range of responsibilities.
What should also be disturbing to readers are the last two sentences of this blog. All readers should take note of these two sentences because you are not only saying that this district's students should be educated in isolation (elitism) thereby losing the growth that can happen when "others" are included, but that you are espousing the elimination of the "cultural" (think music and art) programs that are integral to a well rounded education for all.
The small mindedness of those two statements is incredible in and of itself, but the fact that in the first one you ascribe your beliefs to all of the population of this district is heinous. You have clearly demonstrated again your inability to represent both the interests of the taxpayers and the students of this district if you were to serve as a trustee on the BHSD Board.
Judy Weiner
5:23 pm on Saturday, September 29, 2012
Exactly. Mrs. Greenwell, do not use the word "we" unless you can back that up with data. Maybe you can take a survey and then I can FOIA the results.
Also, please know that this district resident welcomes tuition from out of district families. Our diminshed student population stands only to benefit.
J Arch
3:17 pm on Saturday, September 29, 2012
There's a HUGE flaw in Jenny's commentary. Even though BHSD doesn't participate in open enrollment, meaning you must be a resident to attend school here or otherwise pay tuition, we are competing for families that don't currently live here that are making decisions as to where they will choose to live when they have school age children. We are competing with the likes of Troy, Rochester, Birmingham, West Bloomfield, Northville, Novi, etc. for those families. Creating awareness of what we have to offer in our schools among those making housing decisions as well as the real estate broker community that guides them is smart. Marketing efforts pay back multi-fold in attracting new families and the funding that comes with their children. Bloomfield is an aging community and efforts are required to bring in young families to replace the ones that move on after child-rearing. It's simple demographics and you either have a strategy to counteract the affects or you pay the consequences.
J. Wagner
Mike Reno
5:13 pm on Saturday, September 29, 2012
You start with the noble mission to educate kids. Math, Reading, English, History… all important things.
Then power-hungry or self-righteous folks cause “mission creep”.
Things that were once the responsibility of parents are now influenced and controlled by the schools. According to schools, parents are too dumb to properly feed their children, and need the school to regulate food choices as well as portion size. Schools conclude that parents are unable to make the proper choices about the “birds and the bees” discussions, so they give kids the “proper” instruction (and accessories). Schools close on cold, snowy days because they’ve determined parents aren’t smart enough to dress their kids properly for winter, or won’t know to stop the kids from driving if their driving skills are not adequate for the weather conditions.
This notion that schools are now responsible for helping to increase the property values is a natural extension of this trend.
It used to be that higher home values were the byproduct of good schools, and real estate professions were somehow able to craft the message for decades. Word would get around, even before the internet. But now schools apparently find them too incompetent.
Mike Reno
5:13 pm on Saturday, September 29, 2012
If insulting parental intelligence was not enough, the schools now take it a step further.
The fundamental – and absolutely appalling – premise here is that we want to GROW government. We need to “compete” against private-sector entities. We cannot allow the government’s market share to decrease, so we will use taxpayer funds to limit – and ideally contract – the private sector’s share of the student market.
And we are justified, of course, in this line of thinking. After all, the public schools “own” these kids right. Private sector schools are “stealing” kids.
S Sera
8:26 am on Sunday, September 30, 2012
Mr. Reno,
This is a local school election. You don't live here nor was your name brought up by anyone so your thoughts on government are noted, but please go back to your side of town. Remember we have borders per Mrs. Greenwell!
Mike Reno
9:19 am on Sunday, September 30, 2012
Didn't you just say the other day in your hollow apology that you were not accustomed to being called rude? I am finding that harder to believe.
The posts that you and your pals enter here just overflow with hatred and venom.
Jenny is my friend, and quite frankly it looks like she is being bullied.
Your intellectual xenophobia does not strike me as a sufficient reason to stop being a good samaritan.
I could understand if I was off topic, but I'm not. Perhaps you would be more comfortable if I was to assume some pseudo name, and pretend I'm from the district?
And I'll add that attempting to squelch or suppress ideas relevant to schools simply because of their origin makes you look intellectually weak. It's as if you concede that you have no meaningful rebuttal, and can only resort to neener neener.
Finally, if you think my points are weak, and reflect poorly on Jenny, then you should be delighted that I'm posting them. The lady doth protest too much, methinks.
Jon
9:49 am on Sunday, September 30, 2012
Government mandated school lunches, special Ed, sex ed (which is not as explicit as you seem to think), testing, etc. are not the fault of the BHSD.
People do move to this area, and do choose between competing districts when they buy their homes. People do look to neighboring districts when they are unhappy with their home district. I do not have the numbers on tuition students in the BHSD, but at $9000/student, my guess is they come pretty close to covering the cost of the marketing effort. I think with solid data, the Board and administration can make a sensible decision on its value. Which, of course, is different than critical speculation in a blog post.
Jon
9:51 am on Sunday, September 30, 2012
Correction:$11,227 is current high school tuition rate.
S Sera
10:33 am on Sunday, September 30, 2012
Mr. Reno,
More name-calling! Isn’t that what Ms. Maidstone was admonishing people for.
Your justification for speaking the other day on Mrs. Greenwell's behalf was that your name was brought up. Today it is because she is being bullied. If she writes and thinks for herself as you have said before then she should be able to stand up for herself and back up her destructive positions.
My comment has nothing to do with intellectual xenophobia and more to do with what "your friend Jenny" said in her blog about a desire for boundaries. Should you wish to have a debate about government intrusion, as Mr. Jackson has said in the past it belongs in a different place. This conversation is about the Bloomfield Hills School board and Mrs. Greenwell's positions. Your continued commentary is obfuscation.
Elizabeth
10:56 am on Sunday, September 30, 2012
Enough. Anyone who thinks another is rude on this forum should look at themselves first. This includes everyone, including me, Mr. Pseudonym, Ms. Real Name, bloggers, out-of-district writers......everyone. OK with my vent complete,
Mr. Reno, I do not argue that over the years, schools have been asked to do more and more. Much of this “mission creep” as you say has been foisted upon school districts. Some speak directly to education, like increased standards for math, science, languages, specialized assistance for children who need help and for those who can go farther to mention a few. Some are increased testing or accountability measures like no child left behind and AYP. Some speak to specific economic issues like school breakfasts and latchkey. Some speak to health and safety issues like PE, obesity, bus safety, and yes - reproduction. All this is being done in the BHS district with less purchasing power than it had in 1994, when adjusted for inflation.
Elizabeth
10:57 am on Sunday, September 30, 2012
were the schools at the correct place with regard to their mission. Are you talking about just teaching the just 3Rs or should we include other things like PE and the arts? Are you saying that the schools shouldn't spend dollars to feed child that is hungry? My guess is that those funds come from Federal dollars anyway. My children have purchased breakfast at their schools. If those breakfasts are there to feed hungry children, I am glad my own can go in and PAY for one as well. I am also glad that the district takes bus safety into consideration when snow conditions warrant it. It isn’t about not dressing properly; it is about child safety on the bus to and from school.
Districts don’t OWN children. Children are entrusted to the care of districts each day and that includes getting to and from school as well as teaching the whole child, including those that love and don’t love being there and those who are hungry or don’t have a coat in the winter. This isn’t about growing government, it is about educating students.
Elizabeth
10:58 am on Sunday, September 30, 2012
Lastly, regarding xenophobia, look to what Jenny wrote, “We want to operate a district with geographic boundaries, so that our superior funding is spent to educate our own resident students.” She appears to be talking about tuition students and sounds pretty xenophobic to me. Some families who were tuition paying families now live our district. In my opinion, the tuition program is good for both our schools and our community. If promoting our district informs in-district families that we have opportunities comparable to the fine local private schools and entice out-of-district families to move into our community, that is money well spent.
Elizabeth
11:02 am on Sunday, September 30, 2012
There should be a - When - at the beginning of my second post. Sorry.
Mike Reno
5:17 pm on Saturday, September 29, 2012
Oh, and one more thing. There are 28 districts in Oakland County. If they each pay some "communication professional" $80K + benefits, then WELL OVER $3 million of our scarce education dollars are being dedicated to "communication" just in Oakland County alone.
Ken Jackson
8:49 am on Sunday, September 30, 2012
Mr. Reno,
Thank you again for your endorsement of Ms. Greenwell; as a voter in BHSD I am curious to hear how many of your opinions she shares? For instance, does she also see the snow day as an indicator of educational decline?
Amy Cardin
9:58 am on Sunday, September 30, 2012
Oh for crying out loud. Jenny, your friend, has put herself out there. She has her big girl pants on and has welcomed and encouraged the robust conversations that her blogs generate. The level of critique and criticism is a LONG way from bullying. Indeed, many in the district have felt at one time or another, "bullied" by Jenny and other 2020 leaders.
I do, however, agree with you...glad you are posting and reminding us at every turn that you are friends with Jenny Greenwell. It does much to bring clarity to the school election choices.
Mac
12:22 pm on Sunday, September 30, 2012
It seems like some districts would, and others wouldn't. Each would make a decision about the benefits of the expenditure, based on the finances of that district.
BHSD might be in a different position than other districts because (1) it actually does compete favorably with the privates; (2) it is considered one of the strongest districts in the state, and therefore can attract new residents; (3) there is a financial benefit to tuition students; and (4) the community demands a very high level of communication.
IF (and it is a hypothetical at this point) each district spent that money, one would have to know what the benefits were to that expenditure to decide if it was unreasonable.
Mac
5:53 pm on Saturday, September 29, 2012
"Generous property owners" generate the 21% of school funding that comes from property taxes. Much of that money goes to Lansing, and from there to other school districts in the state.
Per pupil funding has been capped since 1994, and has grown slower than the rate of inflation since that time. Some years, it decreases.
BHSD markets to (1) in district families who might choose the much better funded private schools; (2) out of district families, who pay significant tuition to attend BH schools; and (3) new families, who choose to move into the BHSD for the schools, increasing all of our property values.
In a perfect world, local school districts would have the endowment, lack of government restriction, and per pupil spending of Cranbrook. Instead, we live in a world where public schools face an increasing number of mandates with decreasing funds. Because BHSD has done well in spite of these challenges, they can attract students from private schools, neighboring districts, and new residents.
Jon
9:11 am on Sunday, September 30, 2012
Seems like you answer your question in the first paragraph?
Jenny Greenwell
9:41 am on Sunday, September 30, 2012
Sorry to say that almost 10 years of solid manipulation has changed our community.
I'm an advocate for public education, and I believe that financial resources should be directed to the classroom. Yet, many people seem to have been "trained" to respond to almost anything I say with venom. Why? What is the purpose in being so divisive?
"Divide and Conquer."
Our students do not benefit when adults behave badly, or when education money is spent on non-education.
Our community has been fractured, and the results of this are evident in comments posted to my blog.
Do our schools exist to educate students or to build political power?
Good schools attract families who desire educational opportunity for their children.
Mac
10:18 am on Sunday, September 30, 2012
But you have been the source of the division, have behaved badly, have fractured the community, and seem to enjoy your political power. That is what so frustrates many of us.
S Sera
10:45 am on Sunday, September 30, 2012
Mrs. Greenwell,
There is only one of you, correct? Can you please explain what those of us commenting are trying to "divide". The only people who seek to divide are you and your supporters as has been clearly demonstrated over the past 10 years.
Jon
11:32 am on Sunday, September 30, 2012
Who has built political power via our school district?
This looks like another one of those Jenny questions, where a question is used as a mechanism for an allegation without foundation.
Amy Cardin
10:15 am on Sunday, September 30, 2012
Jenny, the feeling of manipulation is clearly in they eye of the beholder. Many feel that it is 2020 members past and present who have manipulated the district and district supporters. The constant, daily barrage of negativity, misinformation, FOIA requests, etc. have put the district in a position where they must reply with the truthful information, and communication with all residents takes money.
I don't consider myself a cheerleader, puppet, pawn or rubber stamper. I have questioned and fought and lobbied for what I believe is in the best interest of my own children, and all district students. I have been a champion for public education here in our district and on the steps in Lansing.
It will be hard for you to hear this Jenny, but when I saw the monumental shift in our community was when 2020 came to be. That is when I felt the divisiveness and negativity in our district for the first time.
Jenny Greenwell
5:37 pm on Sunday, September 30, 2012
Please clarify for me, Amy, were you on-board with the original Mega School plan (two high schools on one site with tandem programs for bands and sports) that was being developed in 2003-04 by Steve Gaynor and a small group of supporters?
The "top secret" mega school plan was what drove a divisive wedge into our community, and I was fortunate to be among that group of citizens who found out about it in time to put a stop to it! It seems to me that former Supt. Steve Gaynor was in charge at that time, and that you were quite pleased with his
leadership. Is that true?
Jon
6:15 pm on Sunday, September 30, 2012
I know that I was new to the community then, and was shocked by the magnitude of the conflict and the ugliness of the rhetoric. My first reaction was that I had made a mistake by moving to Bloomfield instead of Birmingham. I had never seen people behave so viciously, and left me with the impression that the area was full of irrational, angry people.
That period, followed by three controversial runs for a Board seat, accidentally offensive mailings, vicious public comments at Board meetings, inflammatory statements, and an aggressive recall effort, have all left me feeling like that Jenny Greenwell is not an appropriate choice for the Board of Education. It is exactly that history that is the source of the friction and divisiveness in our community, and it would be good to put it behind us.
Marcia Robovitsky
12:21 pm on Sunday, September 30, 2012
Websites can do advertising and marketing for a government, school district or business, etc. Real estate companies and agents should be able to learn from and direct people to websites of the communities they represent. Community governments should be able to inform people what their community is like through their website. When some important information is missing, the question becomes WHY? The more open and transparent the organization is on their website, the more one can learn about their merits or weaknesses.
The "monumental shift" in the BHSD community perhaps came at a time when the community was looking for more information and answers. It is unfortunate that many feel that seeking "it" was "divisiveness and negativity". The BHSD community has been struggling to find the right high school plan for their children for years. At first, it was more than "some" people that voted NO, it was the majority that showed up at the polls for that ballot question about the high school issue. The High School Plan has now been agreed upon by the YES vote of the majority of the electorate.
The strategic plan for BHSD : "....we must acknowledge the truth of our situation." The conflict of the high school plan has been resolved. The question becomes HOW do YOU want to move forward to bring this BHSD community together? The truth of the situation is Jenny Greenwell has taken steps to move toward that unity while some have not. Vote for Jenny Greenwell on Nov. 6.
S Sera
1:19 pm on Sunday, September 30, 2012
Ms. Robovitsky,
No one has argued against openness. In fact this district does a remarkable job of communicating with the public. What people have said is that the methods of Mrs. Greenwell demonstrate an inability to represent the best interests of all of the students and all of the tax payers of this district.
If you could detail what you feel are the steps that Mrs. Greenwell has taken which indicate an ability to be unified it would be appreciated.
Mac
2:18 pm on Sunday, September 30, 2012
Ms. Robovitsky,
The BHSD website is part of the communication budget Jenny is suggesting we eliminate in this post.
I fear no one can claim to "move toward unity" after spearheading a recall of an elected board, implying residents of part of the district are not full-fledged citizens of the BHSD, or throwing around unfounded allegations as opinions or questions. If unity is the goal, surely it is time for a different candidate.
Neal Charness
12:55 pm on Sunday, September 30, 2012
I love your friendship with Jenny, Marcia, but you are wearing blinders. She has become a cancer to the BHSD community. She accuses people and the district of misdeeds, makes statements that she won't back up, grossly embellishes her credentials and has shown she doesn't work with others. I'm sorry to be harsh but it's time she's called out for what she is. This "campaign" of trying to sound warm and fuzzy and pretend she hasn't written or said the things she has is a travesty.
Jenny Greenwell
5:24 pm on Sunday, September 30, 2012
I wonder why certain people would like to have a "better candidate" but failed to drive up to the county and pay $100 to put their own name on the ballot?
Do you suppose they just like to complain? Call people names? Attempt to intimidate and bully others?
Seems like it.
Should be a new blog up in the next day or two. Enjoy! j
Mac
5:35 pm on Sunday, September 30, 2012
There are two good incumbent candidates on the ballot for the two year term: Rob Herner and Joan Berndt. Both have done good work on the Board, and are worthy of election.
Amy Cardin
6:28 pm on Sunday, September 30, 2012
Sorry Jenny, could not reply under your comment to me. Yes, you remember correctly, I was indeed in favor of the original 2 schools on one campus plan, which you and 2020 members coined the "mega school." I still believe it was an idea ahead of it's time. We would have kept our two small high schools but share a common campus and facilities like an auditorium, athletic facilities, etc. Not sure what you mean by "tandem" programs. The high schools would have maintained their own identities. It was far from top secret, as nearly 100 community members were on the committee that began investigating high school facility options.
Jenny, you hardly were the savior you fancy yourself. There was much community input and in the end, the plan was not even put to a vote. I maintain that that 2020 drove the divisive wedge in the district. The heinous behavior by you and your supporters was hard to fathom. And still to this day, you post comments like this.
I was fortunate to get to work with Dr. Gaynor during my tenure as PTO Council president, a member of the facilities committee and in my capacity as an active district volunteer. He was extremely smart and well respected in education circles. 2020 made him a lightening rod, which was very sad. Did I always agree with everything he did? No, but we had mutual respect for each other's ideas and he always listened. The way he was treated was absolutely a travesty.