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District weighs results of $5,000/month ad campaign as enrollment outreach
Summary
District staff said a Facebook ad campaign used to boost enrollment and public awareness cost about $5,000 a month for four months and produced roughly 14 unique families so far; board members debated whether the campaign paid for itself and discussed more grassroots, building‑level outreach.
Agency official described a layered outreach approach that combined paid ads, mailers and yard signs to attract new families and increase visibility. "$5,000 a month," the Agency official said when asked about the ad cost, and staff reported the campaign ran four months. The presenter said the campaign likely brought roughly 14 unique new families to district sign‑up conversations, which the district estimated could represent a net gain when measured against state funding per student.
Board members and residents debated whether the paid campaign alone drove new enrollment or whether it functioned as one layer of outreach alongside mailers, yard signs and in‑school social posts. Residents urged more organic posting of daily school successes to counteract negative impressions in social feeds; a Community school coordinator (Olga) recommended targeted, simple videos and time‑lapse photos to highlight completed projects like the gym floor.
Staff acknowledged the cost tradeoffs: a mailed campaign costs about $3,500 per run and the district must weigh whether ads will consistently produce unique families or mainly increase awareness among those already connected to the schools.
