To Market, To Market

A new study finds that with the education marketplace comes a whole lot of education marketing…

dressforsuccessJennifer Berkshire: I thought I’d set the stage for our conversation by describing a great, by which I mean appalling, example of education marketing in action. Donald Trump visits a Cleveland charter school that advertises itself as *top-rated* despite getting an *F* rating from the state. And the school is operated by a deep-pocketed for-profit chain that is *on a journey towards excellence.* Thoughts?

Catherine DiMartino: It makes me think about health care advertising. With health care you have the FDA putting certain limitations and providing some kind of oversight. Education is a public good and this is children’s learning and their future, but there’s no kind of regulation.

Berkshire: One of the points you make is that parents, and even teachers, are increasingly on the receiving end of what I’ll helpfully call *ed-vertising* without even being aware that what they’re looking at has been *marketized.* Explain.

Sarah Butler Jessen: They might not be aware that when they go to these websites, for example, that what they’re looking at isn’t necessarily imagery of the actual school they’re considering. They’re looking at websites with stock photos of kids that have been OK’d by charter management organizations that encourage schools to pick the photos. They’re not even always using pictures of the school’s own students. Continue reading →