Better Than Bake Sales
Last month we discussed some financially needy California schools making the decision to display advertisements on campus and buses. This bold move may have sparked a nationwide trend because now several Minnesota school boards are considering opening their schools up to advertisers as well, particularly on lockers. Once again, some parents are concerned about a potential distraction from their children’s educations.
Supporters acknowledge this legitimate gripe, but note that these district would be able to earn approximately $184,000 per year from this proposal without lifting a finger. That money could be used to hire up to six teachers, considering that the average annual salary for beginning educators in that state is just under $30,000.
Administrative officials also caution that they are only considering entering into a 1 year agreement, which should put parents at ease. Naturally they will not choose to renew the project should any significant problems arise. Additionally, he school board will exercise complete control over the advertising content, so the kids will never be subject to inappropriate content. A few board members are expected to vote no despite these protections, but other sources say that most parents approve of the idea. With schools facing even more cutbacks next year, advertising on campus for money seems like the least of their worries.
However, the naysayers may not have fret for very long because advertisers have been known to cancel these agreements of their own accord. Marketing to teens is always challenging, and not all campaigns have proved worthwhile for the promoters. Obviously, the ads are targeted towards their intended audience, but traditional marketing techniques such as display banners aren’t always enough to capture kids’ attention. Advertisers find themselves competing with texting, social events, and Facebook on campus. Today’s teens are so desensitized to billboard ads that they barely notice that their locker sports a Coca Cola logo. Besides, kids depend on their parents for cash, so their direct purchasing power is relatively minimal.