Board narrowly approves 12‑month digital enrollment campaign to address declining enrollment (4–3)

The Urbandale Community School District board voted 4–3 to approve a proposed digital enrollment campaign, following a presentation by Dina of Dina Claire Communications and a wide-ranging board discussion about cost, duration and measurable outcomes. Dina proposed a targeted, multi‑tactic campaign — including long‑form storytelling on KCCI, OTT streaming ads, social media placements, search keyword targeting and retargeting — at a proposed budget of $10,000 per month, with the district covering four months from current-year savings and evaluating continuation thereafter.

Board members questioned the cost and requested a clearer breakout of ad spend versus agency fees, alternate lower‑cost packages, and measurable short‑term metrics. Supporters argued the campaign could quickly pay for itself if it attracts a modest number of new students (presenters noted 11 parents who cited online ads last year, 10 of whom were new to the district). Opponents cited tight general‑fund constraints and urged staff to consider pared‑down options or to run a more limited pilot.

Roll call for the motion to approve the campaign recorded: Santizo — No; Ben Ricewhite — No; Williams — No; Young — Yes; Wharton — Yes; Hauser — Yes; Kent — Yes. The motion carried 4–3. Board members asked the superintendent and marketing lead to return in May with spend breakdowns, early campaign analytics and options for scaled packages.