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Committee presses staff for concrete marketing metrics while approving production contracts with conditions
Summary
Trustees on the Detroit Public Schools Community District Academic Curriculum Committee pushed staff to replace vague contract 'outcomes' with measurable marketing metrics, approved Atwater Media with a requirement to update deliverables, and discussed hiring a marketing director and whether to fund a $200,000to $250,000 third-party poll.
Trustees on the Detroit Public Schools Community District Academic Curriculum Committee on Aug. 20 pressed district staff for specific, numeric marketing metrics and approved several vendor contracts with conditions.
The committee considered a follow-up to a marketing SWOT and a proposed set of performance indicators presented by Superintendent Dr. Nicolai Vidi, including year-over-year net new enrollment (fall-to-fall), family conversion after major events, ZIP-code-targeted social reach and continued net-promoter indicators through the Panorama survey. Dr. Vidi told the committee an independent comprehensive poll would cost about "$200 to $250,000," a figure some trustees said was too high to fund from the general fund without outside partners.
Several trustees said the district should shift some…
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