In a series of posts, Greg Wyman considers the problems of trying to create a free market for education. In this post, he focuses on the use of marketing.
As a for-profit enterprise, marketing is critical. The school choice movement has leveraged marketing in a manner that traditional K-12 public education has not historically done. Some would complain that this is the problem. That traditional K-12 public schools had a monopoly in the K-12 education sector so there is no reason to have to market. The other reality is that traditional K-12 public schools accept all students so without school choice marketing is not as critical.
But not having to market has an upside: instead of spending scarce resources on marketing, traditional K-12 public schools invest heavily in people. Nationwide, 80–85% of public school budgets go toward staff. This means resources directly support the adults who make learning possible. The school choice movement has created a situation where marketing, a very expensive cost, now competes for the limited resources.
This week’s celebration of traditional K–12 public education lies in its different approach. The celebration is a commitment to truth, transparency, and serving all students, not just those most desirable for marketing. Seth Godin’s seventh lesson captures this commitment perfectly:
“Truth told well beats lies told loudly. The best marketers are truth-tellers who package real value in compelling narratives. Lies might create short-term attention, but only truth sustains trust, and trust is the foundation of every enduring brand.” 3
For those of us dedicated to traditional K-12 public education, this is both an affirmation and a challenge. The stories being told about traditional K–12 public education must be authentic, honest, and compelling. They must highlight the real value our schools offer, and provide a response to misleading narratives designed to create doubt.
This lesson provides a sense of hope that the truth will win out in the long run. As a result this is the path forward. The attacks on traditional K–12 public education are well documented, but the stories driving these attacks are built on misinformation, disinformation, and deliberate distortion. The more we share our genuine stories about student success, community, inclusion, and opportunity, the more the truth will prevail.
The simple truth is that the traditional K-12 public education system is a system built on supporting and helping all students. A system that provides a social safety net for our students, builds and fosters a sense of community and provides the opportunity for all students to achieve the “American Dream”.
Traditional K-12 public schools do not need to “cry wolf.” They simply need to keep telling their story and telling it well. A story about a K-12 educational system worth celebrating and a truth worth marketing.