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Board debates targeted ads and video pilot to recruit bus drivers; administration seeks pilot approval
Summary
Communications staff proposed a set of paid advertising pilots, including a one‑year ad buy with Unionville‑Chadds Ford magazine and a targeted digital video campaign with Via Media for bus‑driver recruitment (video production budget up to $6,064.13). Board members debated timing, measurement and ownership; administration says the district will own produced video and expects to fund and measure via trackable links and conversions.
Communications director Ms. LaRoya asked the board on Aug. 12 to approve four items at the Aug. 19 meeting, including a one‑year advertising pilot with Unionville‑Chadds Ford magazine (six pages of ad space) and a digital/video recruitment campaign run by Via Media to support bus‑driver hiring. The Via Media plan relies on a separate production contract (Chester County Intermediate Unit) with production costs quoted at up to $6,064.13; administration said the district would own both raw and edited video assets.
Ms. LaRoya said the magazine pilot would reach residents the district does not reach through its direct channels and could be paired with student‑written stories the publication is commissioning. She proposed using trackable links or QR codes to measure conversions—for example, earlier kindergarten enrollments or attendance at middle‑school community conversations—and said the communications team will report ROI after the pilot.
The Via Media proposal sparked extended debate. Board members questioned whether October–December is the ideal window for driver recruitment versus the summer hiring season, requested historical hiring‑date data to inform scheduling, and asked whether the district could start sooner with a smaller in‑house video. Administration responded that the contract has not yet been executed and that video production is separate from the media‑buy; launch would begin only after the board approves both production and placement contracts. Several directors urged proceeding quickly given persistent driver shortages; others asked for data and for the team to justify timing and targeting choices.
Administration also briefed the board on a proposed five‑year website contract (Finalsite) that would include a one‑year exit window (90 days before the end of year one) and offer multiyear discounts and support for DOJ accessibility requirements set to take effect. The board asked for consideration of multi‑year exit options and more clarity on vendor obligations.
Next steps: staff offered to return data on past transportation hire dates and to bring final contract language and metrics next week. The board has not executed any Via Media contract; approval of both production and media buy is required before work would begin.
Sources: Communications presentation and board Q&A at the Aug. 12, 2024 work session.
