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School board approves two radio advertising payments after debate over communications spending
Summary
The Flagler County School Board approved two vendor payments for radio advertising after several members questioned whether the district should rely on outside broadcasts instead of in‑house communications. The payments passed 4–1; board members said they will monitor the program as the district enters budget season.
The Flagler County School Board voted to approve two vendor payments for radio advertising on Feb. 25, passing the items 4–1 after an extended discussion about the district’s communication strategy.
Board members questioned whether outside radio advertising duplicates work done by the district’s communications team and asked staff to track the results. Supporters said radio spots reach community members who do not follow district social media or apps.
Superintendent Moore defended the broadcasts as a way to reach people who are “not aware of what’s happening.” He said, “we continuously hear that individuals don't know or aren't aware of what's happening. We think about our radio advertisement as an opportunity to reach, specifically our community, which we also have, you know, you know, it's necessary that we reach those individuals who may not be getting a remind, may not be following us on our social media outlet.”
Board member Derek Bars questioned the need for paid radio when in‑house options exist, saying, “I just feel we have our own in house communications team.” Another board member said the district may need to revisit such expenditures as the board finalizes the budget.
The payment run included two checks for radio airtime: check number 328781 and check number 328680. The board recorded a 4–1 tally on the motion approving those checks; the transcript does not name the member who opposed the payments. The discussion included staff explanations that the radio spots run weekly and are intended to reach a broader cross‑section of residents than the district’s online communications.
At the same meeting the board also approved, without dissent, a separate consulting and procurement payment to Sand Panther Education tied to a CTE/CAP grant and an $25,000‑ish engagement to manage procurement of grant awards. Finance staff said the consultant work is funded from the grant (not the district general fund) and is intended to help the district spend awarded CAP grant dollars, including large purchases such as a truck and veterinary supplies that require DOE procurement steps.
Board members asked staff to place follow‑up items on a future agenda to review whether the district is getting measurable return from radio buys and to map communication channels against audiences.
Votes and key items at a glance: 328781 and 328680 — radio/Flagler Broadcasting/WNZF — approved 4–1; Sand Panther Education consulting (check number 328656, grant‑funded) — approved unanimously.
The board moved on to other agenda items after directing staff to monitor communications expenditures during budget season.
