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Board approves up to $20,000 social-media campaign to promote educational options
Summary
Trustee Valdez's proposal to fund a targeted Facebook/Instagram campaign to inform Orange County parents about school-choice options passed unanimously 5–0; staff said the initial run would cost about $12,000 with a not-to-exceed cap of $20,000 and would direct clicks to OCDE’s board website.
The Orange County Board of Education voted Feb. 3 to authorize a social-media campaign, not to exceed $20,000, to promote educational options available to Orange County parents.
"I'm asking for approval of the $20,000 budget," Trustee Valdez said, describing the campaign as a targeted Facebook and Instagram outreach intended to reach up to 500,000 parents with four to five exposures per person.
Staff described a proposed initial allocation of about $12,000 for agency fees and targeted advertising, with the ability to scale up to $20,000 depending on metrics. Turnkey Marketing would create ads with comments disabled; the campaign would include carousel or looped video content linking to the board’s website, where information on transfers, charter schools and vocational programs would be available. Staff said translated content would be accessible through automated translation consistent with user language settings.
The motion was moved by Trustee Valdez and seconded (second not specifically named on the record). The board voted unanimously, recorded as 5–0 in favor. Trustees present at the roll call earlier in the meeting were Valdez, Shaw, Barkey, Williams and Sparks.
Staff said the campaign would track reach, frequency and click-through rates and provide reports to the board. No additional appropriation or budget amendment was recorded at the meeting; staff said the request was within the board’s current budget provisions for communications and outreach.
