DPS says it’s time to flaunt the good
"District launches PR effort to keep, attract students"
By CHASTITY PRATT DAWSEY
FREE PRESS EDUCATION WRITER
Getting people to pay attention to — or even believe — the “great things” going on in Detroit Public Schools is a huge undertaking, DPS officials said Thursday.
This year has been especially tough: the U.S. Secretary of Education called DPS a national disgrace, and seven students were shot after school — one fatally.
That’s why the district launched a $500,000 public relations effort Thursday to retain and recruit students.
“We’ve got to tell our story,” said school board member Tyrone Winfrey, about the benefits of a DPS education.
The new DPS “I’m In” advertising campaign will be symbolized by bright blue doors that are to be placed everywhere from Belle Isle to the district’s 172 school buildings over the next seven weeks, emergency financial manager Robert Bobb said.
The doors, painted “uplifting” blue, represent the opportunities for students when they enter DPS, Bobb said. Also, blue doorknob signs will publicize what officials called “great things,” such as the Foreign Language Immersion and Cultural Studies School, where students learn in French, Spanish, Japanese and Chinese.
The campaign also will include famous alumni such as former NBA star Derrick Coleman; 25,000 blue lawn signs; blue bus ads; a 40-page booklet highlighting events and praiseworthy news in DPS; an Aug. 24 build doors event at Hart Plaza, and a parade Aug. 27.
“We’re going to paint the town blue,” Bobb said.
About 83,777 students are expected to attend DPS by fall, down from 95,000 last fall, Bobb said.
If an extra 66 students enroll, the campaign’s costs will be covered. More students will help reduce the $259-million budget deficit. DPS lost about 45% of its enrollment in the past decade and closed about 100 schools.
CONTACT CHASTITY PRATT DAWSEY: 313-223-4537 OR CPRATT@FREEPRESS.COM
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