Allentown School District launches billboard, radio campaign extolling its schools
By Margie Peterson
Sep 14, 2017 | 4:15 PM
ALLENTOWN — You might have seen billboards of smiling Allentown schoolchildren next to the words "Welcome Back!" or caught a video on Facebook of new Allentown School District Superintendent Thomas Parker talking about the district's commitment to excellence.
If so, you've had a taste of a $15,000 campaign designed to reach parents and students — those with district as well as those who left Allentown schools for charter schools.
"There are so many hidden gems in Allentown School District that a lot of our parents and potential parents don't know," Parker said. "We have to do a better job of really telling our story."
At a committee meeting Thursday, Lucretia M. Brown, the district's director of equity/professional development, gave the Allentown School Board an update on the campaign, created by Lehigh Valley Faces, an Allentown marketing company. The first phase includes billboards around the city that will remain up until Sept. 24 and radio spots running on Spanish language station 99.5 La Mega in Allentown.
The district also is increasing its presence on Facebook, Twitter and Instagram in an effort to reach more parents and students.
[More News] 'I still have hope that she's alive,' mother of missing 5-year-old Dulce Maria Alavez says as search continues »
"Our biggest push has been social media," Parker said. "Our goal there is really acknowledging that most of our parents receive information through social media in a significant way."
Allentown's move comes as the Bethlehem Area School District has committed to spending nearly $75,000 over the next two years to brand market its schools. Like Allentown, BASD wants to stem the flow of money to charter schools, which now runs $26 million annually.
In Allentown, part of the campaign will include revamping the district's website to make it more user-friendly for parents. The district also plans to roll out an app. Parker said the district hopes to hire a director of communications as part of plans to revamp its communication strategy.
"We're not a perfect district and a perfect place but there are so many opportunities for kids here in this district that we just have to make sure everybody knows what we have to offer," Parker said. "If we do that, we'll have people seeking out the district because we're doing a much better job of sharing how great an experience kids can have here."
The board is expected to vote at its next regular meeting to pay Lehigh Valley Faces $15,000 for its work on the campaign.
School Director Elizabeth Martinez said she saw a billboard near Dieruff High School that says "Husky Nation." To chuckles from fellow school directors, Martinez said she wants one near Allen High that says "Canary Nation."
Margie Peterson is a freelance writer.
Most Read • Education