It is a phenomenon that no one would have predicted a decade ago: public schools investing in professional marketing initiatives in an effort to get students to come to school. Gone are the days when schools could just assume that students living in their district would enroll in their classes. Now, in an effort to bring education to more students while also striving to obtain government dollars, schools are actually filming television commercials, recording radio ads and participating in direct-mail marketing campaigns in an effort to bring more students to the classroom.

Thanks to the number of private schools, charter schools and suburban districts that are offering open enrollment, many public schools throughout the United States are experiencing a loss of students. Unfortunately for those schools that are already struggling financially, the loss of students also translates to a loss of funding. In fact, every new student who enrolls in a public school brings an additional $5,000 to $8,000 to that school’s budget. In addition, those schools with low enrollment are at a greater risk of being closed down, particularly during difficulty economic times like the ones we are currently facing.

The marketing efforts aren’t all about trying to draw more students to their classrooms, however, as schools that are enlisting in PR services are also hoping to create an image that will attract business sponsorships. In addition, the schools hope the ads will help get voters to support bond issues and school levies.

Of course, marketing of schools is a bit different from the typical business marketing model. For example, spreading negative ads about the competition is certainly something that is not going to be taken too kindly. As a result, some school that are in competition with charter schools have actually met with the other schools in the area in order to draft a code of conduct for the schools to follow in their marketing strategies.

Another concern is creating ads that make the school sound “too desperate.” By sounding overly salesy, these ads can actually cause parents to question the quality of education their children can expect to receive from the school.

During a time when many schools are being forced to make cuts in order to balance their budgets, the money being spent on advertising has raised many eyebrows. Depending upon the school and district, the marketing efforts are costing anywhere from a few thousand dollars to well over $1 million.

A Washington, D.C. district, for example, spent $100,000 on a campaign that featured bus ads as well as radio spots. This move came in response to the fact that the school dropped from having nearly 150,000 students in 1970 to just 50,000 students last school year.

The public schools in Pittsburgh have also taken desperate measures to boost enrollment after it dropped by about 25% over the past decade. In fact, city officials have even pledged to give full scholarships to all qualified students who graduate from the city’s public schools. To spread the word about the program, the schools have even acquired $1.5 million worth of donated media airtime and advertising space. In addition to spreading the word about the scholarship program, these ads will also highlight some of the schools’ achievements.

San Antonio Independent School District is also investing a significant amount of money into trying to boost enrollment after its enrollment has fallen by 25% over the past decade. Recently, the district signed a $180,000 contract with a marketing firm that plans to create radio spots, put up billboards, send out Twitter feeds, create online banner ads and even post videos promoting the school on YouTube.

Administrators in St. Louis have also earmarked $1 million to go toward marketing it schools. Over the past decade, the district has lost 40% of its students and currently faces a $53 million deficit. Over the past 10 years, the district has lost its accreditation, has been through eight different superintendents and has had to close 14 of it schools. Every year, the district loses another 1,500 to 2,000 students. To try to lure them back, the marketing campaign will focus on highlighting the district’s accomplishments while also simply asking parents what the school needs to do in order to get them to bring their students back.

If you are interested in a career in public relations or education, visit the Top Colleges Public Relations page or the Teaching and Education page to get started on your exploration of these exciting careers.