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Superintendent outlines marketing SWOT; board presses for KPIs and a chief marketing role
Summary
Dr. Veedy presented a marketing SWOT and budget approach focusing on StudentRise branding, expanded contracting and social-media reach; board members asked for concrete KPIs (net new enrollment, bond-readiness) and recommended toolkits, alumni engagement and a chief marketing officer to improve ROI.
Superintendent Dr. Veedy presented a marketing SWOT analysis to the Academic Committee, saying the StudentRise brand and improved social-media reach are strengths while inconsistent school-level social presence and trouble hiring full-time creatives are weaknesses.
Veedy described a model that leans more on contracted creative vendors (listed in the presentation as Versa, Hook, Atwater, Just Pro and Fitzgerald) while retaining a five-person full-time communications team. He said the district will increase weekly press releases and run enrollment and attendance campaigns, and that some printing and website management costs are handled within the marketing budget.
Board members questioned how the district will measure return on investment and pressed for specific KPIs including net new student enrollment, conversion from event attendance to enrollment, a district favorability score, and a "bond-readiness index" to gauge whether voters would support a future facilities bond. One board member asked for the marketing partners contract and a breakdown of per-pupil marketing spend.
Several board members recommended creating plug-and-play toolkits for alumni, PTAs and faith-based partners to amplify district messaging; using student-produced content and school-based internships to generate material; and piloting targeted campaigns for schools with low enrollment. A number of members also urged the district to consider adding a chief marketing officer (CMO) or similar role to manage contracts, analytics and the ROI science instead of relying only on contracted creatives.
Veedy said the district will follow up with the detailed vendor contracts and that the finance and academic committees will review measurable metrics at upcoming meetings. He also agreed to show the board campaign materials prior to future launches.
Next steps: superintendent to provide contract breakdowns, recommended KPIs and a plan for toolkits and pilot campaigns for committee review.
