Apr. 15, 2009 at 1:52pm

Bringing the message home from school

Posted by Kurt Jacobson in Choose the Right Target Audience, Strategic Communications
Comments (1)

There’s a school for credit unions that want to reach young women, encourage financial literacy and reach the next great members. It’s your neighborhood school.

Ah, but don’t people hate the idea of commercialism in schools?

No.

Only 6 percent of respondents in a Parenting poll quoted in Adweek said they believe that “No advertising through a school channel is acceptable, whether it’s directed at kids or parents.”

In fact, 65 percent believe free school supplies with advertisers’ logos are a good idea and an additional 27 percent think it’s a necessary evil.

But at the bottom of the list of advertising approaches is the idea of running commercials on in-classroom TV and radio broadcasts. Only 22 percent believe it’s a good idea or necessary evil.

In between are:

• Ads in school newsletters for parents (second most acceptable at 92% good idea or necessary evil)
• Ads on scoreboards at school sports events (94%)
• Ads in free educational magazines for students (86%)
• Logos on school team uniforms (71%)
• Logos on educational posters (69%)

The following ideas are not considered acceptable or a necessary evil by the majority:

• Billboards on school property (48%)
• Commercials on school bus radios (31%)

And even if you do those things, parents may not actually dislike you for it. And as a not-for-profit, cooperative credit union, your efforts may be more welcome than a sugared cereal.

When I was the volunteer communications chair for my school district, I realized how much good educators can achieve with even a small contribution. Don’t expect them to shower you with thanks, though, because they are too busy putting your contribution to work.

Comments (1)

Our school district, Sumner, negotiatoed a sponsorship with the local Chevrolet dealership. Now our stadium is called Sunset Chevrolet Stadium. Best of all, the sponsorship helped fund much-needed improvements without taking money away from the classroom. I'd love to see more businesses like credit unions participate. I'm a fan of Sunset Chevy for their support!
1 | Left by Shari Campbell | Apr. 15, 2009 at 3:55pm