How A School District Plans to Use Advertising to Pay Their Way

KATY Independent School District (ISD) is in Katy, Texas; near Houston. In January, 2011 the school board trustees met to brainstorm how they were going to achieve a revenue increase for the year. The meeting was prompted due to a major cost cutting reduction by the State of Texas, placing most schools in a serious condition.

Not to sit on their laurels, this group met with their special event general manager as well as the marketing team and everyone came to the table with a piece of the plan. The culmination of this high level meeting came up with a three-plan project; all of which would involve advertising.

While the goal is to use advertising, it is not for advertising sake alone. Their main mission is coordinating corporate, regional and local sponsorships that are more akin to a long lasting partnership with the school and community. At the top of their list is the focus to maintain a quality of excellence and respect.

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