Tag Archives: school marketing

What Happens When a Charter School Arrives

Do charter schools raise educational standards? The schools’ proponents say that charters educate more effectively than traditional public schools, and even those that don’t, still create a competitive environment in which traditional public schools are “incentivized” to improve their own teaching methods. Can this logic be disputed?

The pro-charter school argument ignores that charters can hurt overall educational progress by undermining nearby traditional public schools. Charters’ aggressive marketing efforts can force TPSs to expand their own publicity campaigns, diverting money and time that otherwise would have gone to support instruction. A charter’s arrival in a neighborhood also can demoralize a public school’s leadership and parents, who view the interloper as a competitor for space and dollar resources and community support. But it is outside the schoolhouse walls that charters may do their most lasting damage, if they create or exacerbate social divisions in the community. How this plays out depends on the neighborhood, and the quality of its traditional public school. Continue reading

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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