Essentials Magazine Essentials Spring 2019 | Page 6

All
Schools
are Not
E q ual
Nor
Should be Your Marketing Investment
Four decades of marketing to
schools and educators have con-
vinced me that the affluence of
the community in which a school
is located is critical to the success
of any marketing effort. Numer-
ous clients have contended that
funding programs such as Title I
create a level playing field with
schools in wealthier communities,
but I have never found this to
be the case. Schools in wealthier
communities spend Title I money
on materials whereas schools in
poorer communities spend it on
teacher salaries.
BY BOB STIMOLO
6 essentials | spring 2019