Tag Archives: New York City charter schools

Charter Schools: The Power of Marketing

Wednesday’s New York Times ran a front-page story on some Harlem public schools that are responding to pressure from charters by aggressively marketing themselves. Such marketing typically includes school tours for prospective parents, augmented by postcards and brochures, with most campaigns [amounting] “to less than $500, raised by parents and teachers….”

The Times story tells how prospective parents touring P.S. 125 with its principal, Rafaela Espinal, showed appreciation for the low number of students they saw in each classroom and the school’s impressive physical amenities, which include a rare swimming pool. But some parents, according to the Times, still weighed sending their child elsewhere. Continue reading

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Charter Schools part 1: Opportunity or Obstacle?

If someone offered you venture capital to launch a new enterprise, avoid most bricks-and-mortar start-up costs (and get government grants to pay what’s left), compensate yourself well and hire young, enthusiastic non-unionized employees, could you pass up the opportunity? Before you answer, consider that you’d also be able to hone your leadership skills, rely on a guaranteed flow of public funding and full liability coverage, continue to augment this with private gifts, and expect customers to line up at your door.

This is the scenario that has lured the thousands of entrepreneurs who,  seeking a more meaningful experience than Wall Street can offer, have started charter schools across the United States.

In business terms, it’s the quintessential American capitalist paradigm: Use government policy to help you grow, and lobby to change that policy if it’s too restrictive. Attract venture capital, market your service, build your customer base, keep your operating costs low and eliminate any local competition before those costs escalate. If you see expenses rising, move on to another opportunity. Continue reading