Board approves $50,000 and $155,000 marketing contracts to support enrollment push

The East Cleveland City School Board on April 13 approved two marketing contracts aimed at boosting student enrollment: a $50,000 engagement with iHeart Media and a $155,000 partnership with Urban One Cleveland. Administration said both contracts are meant to increase the district’s visibility on radio, streaming and social platforms and to support recruitment for signature programs such as CTE at Shaw and performing arts.

Administration acknowledged the district has experienced a long-term enrollment decline and presented a snapshot of enrollment activity: from July 1 to March 31 the district reported 505 new enrollments and 495 withdrawals — a net increase of 10 students. Staff said the marketing contracts are aimed at capturing students displaced by nearby school closings and competing charters, and that the district plans to track which channels produce enrollments (QR codes, survey question on the application) so the board can evaluate the campaigns’ effectiveness.

Board members raised questions about the difference between the two contracts, whether both are needed, how much is allocated historically to advertising, and whether funds might instead be applied to transportation or hiring bus drivers. Administration responded that past multi-year marketing efforts contributed to enrollment stabilization, that current proposed spending is lower than prior years, and that transportation constraints (not vehicles, but driver shortages) limit the district’s ability to add routes.

The board voted to approve both contracts and asked administration to provide comparative budget data for advertising spend over the prior three years and to report back after the campaign with measurable enrollment outcomes.