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Board approves $100,000 branding contract after split vote
Summary
After extended debate over price and priorities, the La Crosse School District board approved a $100,000 contract with CEL for a district-wide rebrand and marketing program; three board members recorded no votes citing competing funding priorities.
The board voted to award a district branding and marketing contract to CEL to develop unified brand standards, mascots for new schools and marketing materials. Administration recommended the award after reviewing multiple proposals and cited the need to unify district imagery to reduce open-enrollment losses and improve public perception. "We think that CEL will be able to deliver" a comprehensive product, staff said when explaining the recommendation.
The proposal prompted a lengthy discussion about cost and alternatives; some trustees said the district should choose a lower-cost vendor or explore fundraising. One board member said, "I'm going to be voting against this because I think it's money that we could spend elsewhere," expressing concern for programs and extracurricular support. The board recorded three nays and the motion carried; administration said the work will include community outreach for mascots and colors for the new buildings and is intended to support enrollment and donor conversations.
