Is $1,000 per student kind of a lot to be spending on marketing? That’s how much Success Academy spends, putting the charter network on par with a typical large corporation. In the latest episode of Have You Heard, Jack Schneider and I wade into the murky business of education marketing or *edvertising.* Fast growing and completely unregulated, edvertising is one byproduct of an education marketplace. We talk to researcher Sarah Butler Jessen about what happens when public schools must now compete against charter schools with lavish marketing budgets. And what happens to public education when schools define themselves as *brands.* We’ll be right back, after this commercial break! And if you want a complete transcript of the episode, we can help with that too.
A new study finds that with the education marketplace comes a whole lot of education marketing…
Jennifer 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 →
*These kids deserve amazing teachers and teachers who want to be here and who have the support and resources they need—like we had when we were kids.*
For Jacqueline Lehane, it was the teacher demerit system at her Cleveland charter school that was the last straw. Teachers who’d been heard talking in the hallway, or whose students had been spotted with an untucked shirt, would be called out via an official email entitled *Quick Hits,* on which teachers, school and network administrators were copied. *It’s just public humiliation,* says Lehane, whose *hits* included having a messy classroom after her first graders completed an art project. To Lehane, this top-down shaming was a symbol of everything that was wrong with the school. *Once I even asked a dean, ‘do people who are higher up than you treat you the way you treat us?’*
If all you know about unions is that they are protectors of the status quo, responsible for everything that’s wrong with public education, I’m guessing you have no idea how hard it is to actually organize one. By the time Lehane and her colleagues at the University of Cleveland Preparatory School, part of the I CAN network, voted 18-4 to join the Ohio Federation of Teachers, the teachers had spent two years trying to form a union. Administrators responded, first by attempting to intimidate teachers into changing their minds, then firing the teachers who they’d identified as leading the effort. Seven teachers at the school were fired as punishment—such a clear and blatant act of retaliation that the National Labor Relations Board ordered I CAN to reinstate the teachers and give them full back pay. (I first wrote about their story here.)
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